HILLCREST COUNTRY CLUB
Over the hill? Reviving a club facing mid-life crisis.
PROBLEM
HCC was facing a financial crisis and needed to solve unprecedented recruitment issues to survive.
Existing membership was not engaging with club programming, and a rift in membership cliques damaged the member experience and value proposition. Existing communication channels were out of date and disorganized. The leadership was undergoing a complete reorganization process.
And, the "sales season" for clubs was ending in three months.
30 Memberships
30 days
30 Memberships
30 days
SOLUTION
I created a soft relaunch of HCC's brand, setting the foundation for a defined mission, vision, and values statement to be created. I organized HCC's archives and began creating new communication channels, like a monthly magazine, while reorganizing misused channels like social media and email.
Simultaneously, I repurposed and reformatted old assets to create advertisements compliant with regulations for 501(c)(7) clubs. I continuously tracked data and updated the campaign, educating leadership about next steps. During the process, I created new, professional content to share with the membership and prospective members, properly showcasing the new value proposition.
187%
OF PREVIOUS YEAR'S RESULTS EARNED
58%
OF PROJECTED BUDGET SAVED
98%
FASTER THAN PREVIOUS YEAR'S TIMELINE
23,700%
ROAS FROM IMMEDIATE REVENUE
70,200%
ROAS FROM ONE-YEAR REVENUE PROJECTION
