From the Ground Up: Branded Email Construction Updates

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

The Country Club of Virginia used bi-weekly email updates to communicate progress of a major construction project on the Club’s campus. The updates followed a set theme of “From the Ground Up.” Each email included a fun quote that tied into the message, branding from all construction-related signage, and photos from the project with quick, and often humorous captions.

The branded updates gave members an opportunity to see the project from behind the scenes, no matter their location. It prevented confusion about changes in traffic patterns, parking, and construction as a whole. When the Club approached new phases of construction, these updates were also used to announce key dates, changes in routines, and deliver important construction-related information to the membership.

In addition, because of the special branding of the emails, the messaging wasn’t lost in the shuffle of the other emails the Club sends. Most importantly, “From the Ground Up” construction updates were a proactive way to approach a challenging subject.

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

The branded updates generated very high read rates and positive feedback from members. Members appreciated the timely information, and were always “in the know.” Any club could use branded updates for the communications for construction projects or any major milestones, assisting in communications efforts and the Club’s ability to reach the membership about the event.