Issue link: http://www.e-digitaleditions.com/i/619194
The Ball's in Your Court Client Brief: The client was disappointed with the common 2% marketing response to a traditional marketing brochure mailer to a specific pool of individuals. After review, it was costing approximately $2,500.00 to secure a new member. A measurable, creative marketing campaign was developed for a smaller, more targeted list of potential members, in hopes of generating a better response rate. Objective: To increase memberships to an exclusive tennis facility and exceed the normal 2% response rate. It was determined that a 10% response rate and 30 new members would be the target numbers. Execution & Strategy: A creative marketing piece was designed that took into consideration all of the demographics: age, income, gender, distance a member would travel, and if they played tennis. The mailer became an invite for the targeted group of 300 to come and enjoy the club for free for one week. We wanted them to experience the club, its members and the atmosphere. The copy on the front stated: "The Aspen Hill Club is serving up a great offer..." and continued on the inside with "...the ball's in your court!". Personalized plastic embossed membership cards were included with the recipient's name along with a tennis ball and the graphic of a racquet behind it. Overall Results: The mailer generated an incredible 25% response rate (75 new members.) The program reduced the new member acquisition cost from $2,500.00 to $52.00. In addition, the projected revenue went from $42,000.00 to over 1.5 million in projected gross sales. Developed by: Cliff Quicksell, MAS Creative Director iPROMOTEu 8