Yamba Golf & Country Club
membership renewals

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 brief

Membership renewals are an integral part of any club’s calendar and provide a stellar opportunity to engage and invite members back into your venue, while growing and attracting new members. Our clients Yamba Golf & Country Club asked us to develop a renewal mailer piece as well as a promotion to drive traffic to the restaurant and encourage new social and golfing member sign-ups.

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.

Our solution

Using variable data with an inkjet process, we created a personalised mailer letter that became a dynamic, relevant piece of communication to which members are more likely to respond. The process allows data to be altered on each letter, depending on certain segments set up in a Club’s database. This means that the information is personalised, relevant and of interest.

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

Outcome

The Club saw $21,600 of sales in vouchers come back into the Club which boosted restaurant trade and converted members into regular diners. From the golf referral promotion 42 new full golfing members were signed up (at $450 for a full golfing membership the Club was very happy to have 42 new full golfing members take up the offer).

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.

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