P3 P3 Recovery Burleigh

Post-event marketing report

Pulse by P3

What Pulse 2.0 achieved, what happened after, and where we go next. Director and marketing insights.

Prepared by Jordan Chenery, Director · 2 November 2026 · Event held 17 October 2026, North Burleigh

741Registrations, biggest Pulse yet
~110KInstagram views, no paid ads
1,355Shares across 28 posts
0Post-event workflow enrolments

Summary

  • Pulse worked. 741 registrations made it P3 Burleigh's biggest event yet, driven by organic content and partners with no paid ads.
  • The post-event automation captured none of it. The post-Pulse workflow in Hapana Grow has had zero enrolments, both last week (26 Oct to 1 Nov) and this week so far.
  • The cause is setup, not interest. The workflow has no entry trigger. Contacts could only enter it by being added by hand or from another workflow or form, and neither happened.
  • The emails had no way to act online. None of them had a clickable link or booking button. The only call to action was to drop into P3 Burleigh to activate the offer, which asks a lot of someone reading an email at home.
  • Email works when there's a link. Four pre-event Pulse emails from P3 Burleigh got around 300 people clicking through to Hapana. Previous attendees responded best, opening at 52%.
  • The opportunity is the handoff. Pulse shows we can draw a crowd. The step from event to first visit is where there's the most room to improve before the next one.
  • Expectations should match a free event. Many people came for a free morning out with friends, not to shop for a membership. Memberships are the goal, but the realistic next step for most is a low-pressure first visit.
  • Gen Z is a big part of this audience. A P3 After Dark session, with dimmed lights, music, sauna and pools, is a natural way to bring Pulse participants into the centre on their terms.

The numbers

MeasureResult
Registrations741
Instagram views across 28 promo posts~110,000
Shares1,355
Bio link taps253
Profile visits618
Post-Pulse workflow enrolments, 26 Oct to 1 Nov0
Post-Pulse workflow enrolments, 2 Nov so far0
Days since the event16

Email performance

Four Pulse emails sent from P3 Burleigh through Hapana Grow, figures till date as at 2 November. Delivered counts are approximate, read from Hapana's charts. Two sends didn't show a name, so they're labelled A and B.

EmailDeliveredOpenedClickedPeople who clickedUnsubHard bounce
Pulse email A~9,60048.57%2.25%2130.89%2.14%
Pulse email B~5,85019.42%1.22%710.36%0.1%
Previous attendees, 22 Sep~52052.41%3.85%192.31%0.95%
Resend to unopened, 23 Sep~30021.81%1.34%40.67%0%
What worked
  • Email works when there's a link. Around 300 people clicked through to Hapana from these four sends. That's the clearest contrast with the post-event emails, which had no link, so nobody could act online or be tracked.
  • Warm audiences respond best. Previous attendees opened at 52% and clicked at 3.85%, the strongest of the four. They also unsubscribed most (2.31%), so keep sends to them sensible.
  • Resending to non-openers is a quick win. The resend reached about 65 more people for almost no extra effort.
  • Text links beat buttons. In email A the text link drew 137 unique clicks against 76 for the button. In email B it was 55 against 14. Use both.
What to fix
  • The list needs a tidy. Email A had 2.14% hard bounces (under 2% is the usual target) and 28% of contacts skipped, which usually means invalid, duplicate or opted-out records.
  • Conversion shows 0% on every send because conversion tracking isn't set up. We can see clicks, but not which led to registrations or bookings.
  • Social icons barely registered. The website, Instagram and TikTok links in email A drew 16 people between them. Fine to keep, but not a channel.

What the data shows

Hapana Grow's workflow report found three things:

In plain terms, the follow-up was built but never connected to the Pulse registration list. Enrolments weren't part of any post-event check, so it took two weeks to surface.

A second issue sits inside the emails. None of them included a clickable link or button. The call to action was to drop into P3 Burleigh to activate the offer. So even if the workflow had enrolled everyone:

  • Readers had no way to book from their phone in the moment they were interested.
  • We can't track click-throughs, so there's no way to tell interest apart from indifference.
  • Front desk can't see who's warm, because nothing shows who engaged.
  • Redemption depends on someone remembering the offer days later and making a special trip in.
Director perspective
  • The biggest lead pool the centre has created. Sales have been flat for about three years. 741 local people who chose to spend a Saturday morning with us is a real growth lever. Every 1% who become paying clients is around 7 new clients.
  • Events beat social on cost only if the follow-up converts. In-person acquisition has run at around $25 per new client. Without a working follow-up, Pulse's cost is brand spend rather than acquisition, and its return is hard to show shareholders or HQ.
  • Clear ownership would help. The step between registration and first visit sits between marketing, the front desk and the CRM, so it's easy for it to fall between roles. It needs to run on a system with one named owner, not on memory.
  • Timing matters. Registrants are less likely to act the longer they go without hearing from us. Acting this week matters more than getting it perfect.

The free entry matters when judging the result. It lowered the barrier to come, which is why Pulse reached 741 people, but it also means many attendees weren't actively looking for recovery. Membership conversion will be lower than from a paid trial, and that's expected. A fair measure is how many come back for a first visit, then how many of those go on to a pack or membership.

Marketing perspective
  • The top of the funnel did its job. Carousels drove most sign-ups, shares were the clearest sign of real intent, and creator and partner collabs took Pulse well beyond our usual audience.
  • The funnel broke at the handoff. Registration should feed the follow-up automatically, so people hear from us within a day of the event while it's fresh.
  • Every email needs one clickable call to action. A "Book your first visit" button straight into the Hapana booking page, repeated as a text link. Keep "drop in to activate" as a second option, not the only one. One click is also what lets us measure the campaign.
  • Follow-up should acknowledge the time since. Two weeks on, a generic "thanks for coming" reads late. Lead with a photo recap and a clear reason to book now, with a short offer window (around 7 days).
  • Segment before sending. Members get a bring-a-mate message, not an intro offer. If check-in data exists, attendees and no-shows need different messages too.
  • Use people, not just automation. In person converts best for P3. Once the emails have a booking button, front desk should call or text anyone who clicks but doesn't book.
Reaching Gen Z

P3 After Dark

Gen Z should be front of mind in how we follow up. What drew people to Pulse was social: music, friends, sauna and ice baths outdoors. A daytime first visit with a standard intro offer doesn't match that. The P3 After Dark series does.

The idea: an after-hours session built for the Pulse crowd. Dim the lights, add mood lighting and music, and open the sauna and pools in a social, low-pressure setting. It introduces the modalities the way Pulse did, as an experience with friends rather than a treatment.

Why it fits

  • It recreates the feel of Pulse inside the centre, so the first visit feels familiar rather than clinical.
  • Coming with friends lowers the barrier for people who've never tried contrast therapy.
  • Staff can walk groups through hot and cold rounds, introducing the modalities naturally.
  • It's highly shareable, which suits how this audience finds things and gives us content for the next event.

How to run it

  • Invite Pulse registrants first, by email and SMS, with a clickable booking link.
  • Keep it free or low cost, with limited spots so it feels like an event.
  • Encourage bringing a friend, with a simple next step on the night, such as a pack at an After Dark price.
  • Capture content on the night (with consent) for the next round of promotion.

Things to plan for

  • Enough lighting at pool edges, steps and wet areas, and staff ratios suited to after-hours sessions.
  • Alcohol-free, with the usual pre-session screening.
  • Promotion that sells the experience, not health outcomes, to stay TGA safe.
  • A capacity cap so the pools and sauna don't feel crowded.

How we'll measure it

Pulse registrants who attend, repeat visits within 30 days, and conversions to a pack or membership.

Recovery plan for this week

StepOwnerWhen
Tag all Pulse registrants, merge duplicates, split members from non-membersToday
Confirm the registration form covered email and SMS consentToday
Add an entry trigger (tag added) and turn re-entry offToday
Add a clickable booking button to every emailToday
Enrol a test contact and check every message and branchToday
Bulk add the registrants to the workflow in batchesToday
Recheck enrolments: they should match tagged contactsThu 5 Nov
Front desk follow-up on clicks without bookingsFrom Thu 5 Nov

Next time: event follow-up checklist