Theme It! Member Communications with a Twist

Description

Are you club promotions and communications starting to feel stale? Adding a theme to select promotions and communications can help them stand out! A theme can create a story to capture and hold the attention of your members. Be sure to include: creative graphics, clever titles, humor, and member contests.

Implementation

We found several fun opportunities to "theme it!" and implement this idea over the past year. During March Madness, a member bracket contest and basketball-themed graphics helped generate excitement surrounding dining room promotions throughout the tournament. To make Valentine's Day at the Club stand out, fun copy was used to highlight each dining outlet and make the menus memorable. And during one of the slowest weeks during the summer, members enjoyed reading about Shark Week and all of the fun events and promotions that week at the Club, even if they were unable to stop by and dive in.

We received positive feedback on the creative communications and increased participation across all outlets. All themed communications also received 5-10% higher read rates than normal Club emails.