Holmer Park Health Club & Spa
The brief (in brief)
To keep in touch with club members and make them feel part of a community.
Key 3 Media looked at the customer data and saw that a very high percentage of members had given their email address. So we designed an email template using a legally compliant mass email system that could be used to communicate news regularly.
To enhance the feel of a club community, we also designed and printed a four-side A4 hard copy newsletter, to be distributed quarterly. Containing a number of health and beauty articles, as well as staff and members interviews, the Holmer park newsletter is available free-of-charge from the club.
A secondary goal of the newsletter was for it to be used as a sales tool. Certain editions have been distributed to non members via door drops, with a special offer to encourage them to try the club’s luxury facilities.
Member Email open rates averaged 51%, way ahead of the 22% average for the health & fitness industry (source: Smart Insights). Their news is backed up by social media promotion. The printed newsletters have been well-received by members, and the print deal Key 3 Media established made the process more cost effective than one might think. No other health club in the area goes through the effort of producing a printed newsletter for members, instead relying solely on email.