Programming Email and Banner for Bay Clubs in LA

POS Banner and Email

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.

POS Banner and Email

Programming Email and Banner for Bay Clubs in LA

In writing creative descriptions about the Bay Club, I began to see it as the house in the neighborhood you grew up in where everyone was welcome. Where kids would come and go and open the refrigerator and grab a Capri Sun without having to ask. Where they wouldn't have to knock if the door was open. Where kids and adults alike would also congregate for BBQs, Halloween parties, and summer slip-n'-slide. The Bay Club is just a grown up version of "that house" in the neighborhood. A place that is not your home, but where you still feel at home.

To embody that feeling in a few sentences was my goal for the opening of this communication. I tried different combinations of words and phrases that alluded to this concept, though many needed further explanation. Instead of opting for a pitch phrase that was not quite all the way there, I decided to create a short and direct description to define the idea in a straightforward and honest way. I was able to keep the description to under 30 words and still convey a unique premise.