Yamba Golf & Country Club
Club services case study
At the time of the brief, of a membership of about 4,500, Yamba had about 1,100 email addresses – less than
about 25 per cent.
The Club had a few extra items on its wish list to capitalise on this communication – among them, to ensure that for every existing member the Club had mobile phone and viable current email addresses. Persuading existing members to provide such details without an incentive poses a problem for many clubs. At the time of the brief, of a membership of about 4,500, Yamba had about 1,100 email addresses – less than about 25 per cent.
In the past the Club had simply sent a renewals tax invoice – literally a black and white bill. To engage and excite recipients, as well as give every single person in town a reason to try out the Club’s hugely improved restaurant, Axis IQ added a buy-one-get-one-free promotion to the renewal letter.
To generate new golfing memberships a referral offer was made where all new golfing members could join with a friend for both parties to receive 50% off their first year of membership.
To solve the database issue, we set up a campaign to offer new and renewing members the chance to win an iPad if they included or confirmed their current phone and email address.
New golfing members signed
The Club also received a significant number of new email addresses over the period which have now been added to their monthly email news list.