The Aspen Hill Club wanted to target new memberships, in a non-traditional way. Targeting homes within a 50 mile radius who play tennis or are interested in learning how to play.
STRATEGY: Design a mailer inviting the targeted group to enjoy the club facilities free for a week, allowing households to experience all amenities the club has to offer.
EXECUTION: A customized box was created with a personalized plastic membership card inside with the recipient’s name along with a tennis ball and racket graphic.
RESULTS: The mailer generated a 20% response rate or 75 new memberships. Reducing the new member acquisition from $2,500 to $52 each. In addition, the projected revenue went from $42,000 to over $1.5 million in gross sales.
February 28, 2019