POS Banner and Email

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.

POS Banner and Email

In July of 2015, The Bay Club Company acquired 11 properties from Spectrum Athletic Clubs throughout LA and Santa Barbara. Spectrum members who decided to stay on and become members of the Bay Club suddenly were informed that their dues where about to increase. This spiked a sudden increase in attrition. To combat this problem, our marketing team launched a campaign of print, digital, and email collateral, which was meant to inform former Spectrum members that they would soon see an influx of new amenities, services, upgrades, and club enhancements. This email and poster—the first of many creative pieces—employed the following tactics:

Headline: In targeting the "modern mom" (affluent mothers ages 30-45) as our demographic and researching other strategic campaigns aimed at similar groups, I discovered that our target audience sees personal routines as important and necessary. And though viewed as vital to happiness and success, the need for variety and occasional indulgence is understood to be an essential part of life. For example, I read in a popular blog that changing up the slightest thing in the home (i.e. hanging a painting on a different wall, rearranging furniture, etc.) provides a break from what can be viewed as monotony.

I decided to capitalize upon the fact that the Bay Club, as a place other than the home or the office, is where these indulgences happen. Where members will be surprised and delighted with little things that make routines anything but ordinary.
Defining experiences instead of listing amenities.
Depicting not just an array of services and amenities, but crafting the ideal way in which one may enjoy them.
Incorporating specifics targeting certain demographics (i.e. "drinks with girlfriends"), which appealing to a larger group in the same sentence or paragraph (i.e. "...just in time for sunset").