My aim was to instill the whimsy and magic associated with childhood summers while conveying that kids are going to be safe, secure, and happy. Learning, exercise, safety, friendship, and making memories are a few of the building blocks I tapped to inspire this POS poster and email, which was highly praised by internal teams, as well as consumers. We also saw a jump in revenue from summer camp signups before the February 28th Early Bird Deadline.

For four years running, I created the concepts and wrote the collateral for Summer Camp—one of the largest sources of revenue for the Bay Club.

With so many 4th of July happenings, how do you make your event stand out? Fun, punchy headlines and cutlines, personable and conversational—but brief—copy, and collaboration with a talented designer to pair dynamic images with the language. The message is designed to relieve the stress that can be involved in a big holiday event.

Plus, I decided to employ a sequenced linear listing of attractions to give the collateral a fluid feel, helping map out the readers 4th of July experience. 

A boutique club—and the one most frequented by young professionals—Bay Club Financial District was in need of a fresh perspective to draw in corporate memberships. Speaking directly to easily available benefits with graphics with copy placed mid-page, the poster is both easy to digest, engaging, and whimsical, but with a feeling of focus—a creative combination that speaks directly to today's young professionals. 
 
We spoke directly to our targeted vertical utilizing catchy-yet-poignant subheaders and cutlines:

CLASS ACT
More than 50 group fitness classes a week—yeah, that kind of fun.

HAPPY HOUR EVENTS
Move from working out to hanging out—seamlessly.

PROFESSIONAL TRAINING
You’ll feel the difference, and everyone else will see it.

MASSAGE THERAPY
Make massage more than just an occasional indulgence.

Originally, the pricing was listed from lowest to highest. I switched that up. Here's why:

When conveying pricing structure to a primarily affluent audience in almost any vertical, the highest price point should be offered first. This seems like a small change, but I've seen big results because of it. In this case, it was the increased sale of guest passes at almost all clubs and, in turn, increased membership sales.

How do you reboot a usage-incentive program vital to your business? By employing a storytelling technique with enticing "meat and potatoes" items first, then informing users how to attain said items. I collaborated with my designer on the script and colorful emoticons to achieve a sense of playfulness and whimsy.

Since there were landing pages for each area of Lifestyle Points, I decided a single button with a CTA would be detrimental to the campaign. Instead, I arranged for each emoticon to be a link to 10 separate landing pages. Giving more choice to the consumer.

Lifestyle Points had just undergone a change, resulting in some unhappy users. Our team was tasked with bringing back the fun that Lifestyle Points were originally associated with. The "have you heard" headline I used as a lively and spirited homage to an exciting news headline. And, I made certain to call out a series of experiences one could enjoy with Lifestyle Points.

Battle Ropes were a featured Workout of the Week when this email went out and it’s digital signage counterpart appeared throughout clubs. The copy I wrote compared this new fitness addition to a fun childhood game—combined with a savvy tech reference—increased inquiries about the program.

The shout out to the Bay Club Blog increased views of our Workout of the Week video, and led members to inquire about the Battle Ropes with Fitness Professionals, and an increase in participation and revenue.

Designed to appeal to an affluent and business savvy demographic, this collateral was part of a New Years campaign.

Language like "invest" rang true to our targeted audience, and did some heavy lifting for us. I chose to use the term "professional" trainer instead of "personal" to subtly, but distinctly, set our brand of fitness training above the rest.  

"Happy Campers" is a fun and familiar term that works on multiple levels. 

I wanted to list out some of camp's most popular activities for an informational aspect. Then I worked with our design team to chose an image that encapsulates the merriment of big dreams to come for the campers—namely an image of a child enjoying something normally reserved for adults (yoga). We had great feedback from this piece and increased camp sign up. 

Gym routines can get stale. So how do you remind people there's far more to do at the gym than just workout? Create a 40" x 60" banner with clever and savvy language to outline a detailed "Day of Fun".

This design also doubled as an email. As the images where so vibrant and engaging, they acted as buttons to lead to web and landing pages.

This collateral spoke directly to our key membership base of affluent, well-educated individuals and was key in introducing new offerings. Members' positive comments and transactions increased due to the placement of this banner in club lobbies, as well as the email blast.

Launching a new project can be daunting. And ensuring success before the launch date is vital—and that's exactly what this banner ad did.

I wrote the copy and worked with design to create this 40" x 60" poster to live in clubs throughout the South Bay. It gave Bay Club Santana Row the push it needed to open big and turn a large profit within it's first month of business. 

Trying to describe the Bay Club as a gym, athletic facility, and social club—plus referencing a host of other amenities—was difficult.

To gather all these offerings under one broad term, we began to explain the Bay Club as a third place: not home, not the office, but somewhere you'll feel just as comfortable. I wrote the copy for this email, that was turned into an editable event banner, provided to all Los Angeles area clubs upon their opening. 

It showcased all the things the Bay Club could provide for friends, family, and loved ones, while informing members of upcoming Bay Club events. This helped make the LA clubs openings a big success for the business. 

I had the pleasure of writing the copy (subject lines, preheaders, headlines, cutlines, and body copy) for the weekly email promoting One Lombard, The Bay Club Blog.

It was a wonderful opportunity to compose catchy call to actions, telling and fun headlines, and entertaining and enticing body copy. This was a collaboration between the social media team, designers, and copywriters I was very proud to be a part of each week.