Challenge :: How do you tap into the pride of club members, turning them into evangelists to spread the word about John’s Island Club to their friends?
Solution :: Instead of a traditional set of brochures, we told “the John’s Island Club story” in a series of six uniquely designed pieces, each concentrating on one aspect of the club’s offerings, including community, dining, golf, beach and water sports, club activities, and health and fitness. Members were encouraged to share the materials with their friends, potentially attracting new candidates for membership. A video bringing the John’s Island Club story to life completed the “Great to be here” campaign.
Results :: “Since the very first brochure mailed, our campaign has been enthusiastically received by members. We expect the cumulative effect to achieve the desired result: well-qualified membership applicants introduced by our own members.” France Tanguay Kenyon, Co-Chair/John’s Island Club Membership Committee.