About Goldfish Swim School
Goldfish Swim School is a North American franchise specializing in indoor swim lessons for children ages 4 months to 12 years. Founded in 2006 and headquartered in Birmingham, Michigan, the brand uses its play-based “Science of SwimPlay®” teaching method to combine water safety education with fun, confidence-building instruction. The company operates purpose-built facilities with warm pools and small class sizes, and has expanded through franchising since 2009 to hundreds of locations across the United States and Canada.
The Challenge
Historically, the holiday season has been a slower enrollment period for Goldfish Swim Schools, and
the network has focused primarily on traffic-based campaigns to drive holiday gift package sales. While this approach generated site visits and some packaged sales, it often missed the opportunity to capture high-intent parents earlier in the decision-making journey—limiting both immediate sales and post-holiday enrollment growth.
The Solution
We shifted the strategy from a traffic-only campaign objective to a full-funnel acquisition approach designed to capture demand earlier, nurture prospects through the holiday period, and convert them during Q1 — the brand’s peak enrollment season. Rather than focusing solely on driving immediate clicks, we built a system that generated awareness, captured leads, and sustained engagement over time. This dual-pronged approach enabled franchisees to benefit from both qualified lead flow and incremental holiday package sales, ultimately maximizing the efficiency and impact of their media investment. The Strategy Included:
- Targeted Meta Lead Gen Campaigns: Introduced and educated parents about the Goldfish brand while promoting holiday gift packages.
- Performance Max Campaigns: Captured high-intent search demand from parents actively looking for swim lessons.
- Integrated Messaging: Ads combined swim lesson benefits with holiday-themed promotions to drive relevance and engagement.
- Pipeline Development: Focused on building a qualified pool of parents ready for follow-up and enrollment.
Services Provided
- Google Search
- Google PMax
- Meta Ads
- National-to-Local Strategy & Campaign Coordination
- Evergreen always on + seasonal campaign development and execution
- Local Market Customization
- Full-Funnel Lead Generation & Enrolment Strategy
- Influencer campaign strategy and execution
- New School Openings (Pre-Sales)
Results
This shift from a traffic-focused campaign to a lead-driven, full-funnel strategy delivered strong results across the network. By capturing demand earlier in the customer journey and nurturing parents through the holiday period, the campaign generated a significantly larger pool of qualified prospects while still supporting holiday gift package sales. The integrated approach improved overall campaign efficiency by combining awareness, lead generation, and high-intent search capture, allowing franchisees to engage parents who were actively considering swim lessons as well as those earlier in the decision process. As a result, schools entered the peak Q1 enrollment season with a stronger pipeline of prospective families, creating greater opportunities for follow-up, conversions, and sustained enrollment growth across the network.
Quick Stats
101% YOY increase in holiday campaign revenue
35% YOY increase in leads
25% YOY increase in enrollments
Stronger post holiday enrollment pipeline supporting Q1 growth
Improved alignment between corporate marketing objectives
Ready To Get Started?
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