COOL Marketing: Outside the Box Communications Plan

How has this idea enhanced your club's operation, etc.?

When we opened a new fast casual restaurant, a new venture for our traditional club, we needed to generate excitement and promote the new concept to the membership. We created an all-encompassing communications plan centered around a theme based on the café’s name: COOL for the Cool Springs Café. As a part of the plan, we worked with the Food & Beverage Team on branding packaging and supplies, designed t-shirts for staff uniforms, created special headers, graphics, and videos for our emails and member communications, and more!

How was this idea implemented, and what have been the club members' reactions?

Member feedback on the communications was positive - as soon as we began to implement our plan, staff in fun promotional videos were recognized around the Club. Members were excited to try the new café as soon as it opened, and elements of the communications plan are now a part of the normal marketing for the outlet. Any club can generate the same level of excitement by thinking outside of the box, and allowing their branding to carry not just throughout all the details of a new outlet, but any marketing efforts as well.