FranchiseBuild one campaign, run it in every city
Around 500 schools, the same message everywhere, a different catchment area everywhere. So EWTO runs its trial-session campaigns centrally — and delivers them locally per location.
- Industry
- Self-defence & martial arts
- Organisation
- around 500 schools, some 35,000 members
- Channel
- Meta Ads (Facebook & Instagram)
- Goal
- Trial sessions at the local school
- Structure
- Pilot across three locations
Who EWTO is
EWTO is the largest WingTsun association in the world: active for over 50 years, around 500 schools, some 35,000 members. What it teaches is a structured self-defence system — for children, for women, for adults.
The difference from a gym is exactly that structure: not random training but a proven system with clear stages and visible progress.
If you want your child to grow in confidence, or you feel uneasy walking home in the evening: find an EWTO school near you and go to one trial session.
ewto.deThe starting point
Marketing was happening — but organically and unsystematically. Plenty of content, no campaign structure, no creative testing, no reliable path from first contact to trial session.
On top of that sits the structural problem of an association: what gets made centrally has to work locally. An ad built in Berlin is no use to a school in Frankfurt if it isn't delivered in the right catchment.
[PLACEHOLDER: what was the concrete trigger for setting up performance marketing?]
Why Kalasar
The association doesn't need 500 campaigns, it needs one campaign logic that works 500 times. That is precisely what the location structure in Kalasar is built for: one base campaign centrally, targeting and pages per location.
The brand message stays identical everywhere, while reach, budget and contact person sit locally — without every school having to build its own marketing know-how.
[PLACEHOLDER: which alternatives were compared, and what decided it?]
What Kalasar took over
01
Three audiences, three messages
Parents, women and adults come to training for completely different reasons. "I want my child to hold their ground" is a different ad from "I want to feel safer in the evening".
02
Central campaign, local delivery
The base campaign is built once. Targeting, Meta page and catchment get added per location — and where that is still missing, the base campaign takes over automatically.
03
Benefit instead of martial-arts romance
No technical terms, no hard imagery. The ads talk about safety, confidence and everyday life — in the language the audience uses to describe its own concern.
04
Pilot before rollout
Frankfurt, Hamburg-Norderstedt and Berlin Mitte run first. Only once messaging and lead flow work there does expanding to more schools make sense.
The result
[PLACEHOLDER: the location structure is in place; approved relative result figures are not yet available.]
[PLACEHOLDER]
change in cost per trial-session enquiry
[PLACEHOLDER]
enquiries per location per month
3
pilot locations sharing one campaign logic
[PLACEHOLDER: approved quote from within the EWTO organisation]“
[PLACEHOLDER: name]
[PLACEHOLDER: role], EWTO
Many locations, one marketing team?
In the intro call we'll look at your starting point and work out what the Kalasar Effect would mean for you.
30 minutes, no strings attached.