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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 This along with an “out of date image” had caused a steady decline in membership for years.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.
- 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”
- 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”
- 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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