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CASE STUDY: SAN FRANCISCO BAY CLUBS

THE CHALLENGE:

The classic, high end SF Bay club had undergone two years of much needed, massive construction. This along with an “out of date image” had caused a steady decline in membership for years.

The economy had already hurt much of the business in downtown SF and on top of that, The Bay Clubs had a ‘no advertising’ policy. They needed the bay area to know that the construction was done and the new club is not just new – but hip too. They also needed to increases membership at the B of A location and needed general publicity for the Golden Gate Tennis Club.

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THE STRATEGY:

This was approached in a three fold manner.

  1. We created a corporate membership package as a way to reach out to all companies in the area. We did mailings and walked into every office in the area to promote the “new club and corporate programs”
  2. We created a young adults membership to get attention from a market sector that thought of the clubs as overpriced and the place for “old people”
  3. Lastly we put on attention grabbing events at all three city clubs with fantastic attendance. We partnered with The Chamber, local & national charities, restaurants, sports groups, social groups, hospitality groups, and more to create newsworthy events.

 

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Results: 
The reputation of the SF Bay Club was re-invigorated as the workout facility at the  ‘top of it’s class’ in the bay area. We doubled the membership in 9 months. Continuing our programs, over the next two years, membership soared back to it’s prime level from ten years before, but this time around it includes a younger demographic, ensuring future growth and the clubs can proudly beam as “The Premier Membership Health Clubs in San Francisco.

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