We began this project with the development of a content marketing strategy which comprised competitor research across other private members clubs with both a fitness and wellness offering. Part of this process also included discovery sessions with key spokespeople behind the launch in which we explored the brand in detail, the perceived challenges and opportunities of the launch, and the areas in which we could add the most marketing value in line with the business strategy and existing outputs.
Through this research we deciphered a need for exciting influencer-led content, a monthly blog with celebrity/influencer interviews, newsletters, developing also a TikTok and a potential club magazine post-launch. In conjunction, as part of our integrated campaign offering, we also established a full calendar of PR opportunities and activations, as well as partnerships for The Club with other high end brands which would help establish it in the market.
The objectives of these various content streams were varied: build and develop brand awareness with a new audience, nurture a semi-engaged audience to join The Club waiting list, and excite future members.
We called on The Club’s prestigious committee to help shape influencer social content and to be the subject of interviews for The Club blog. These included the likes of celebrity nutritionist Rosemary Ferguson, and Olympian Lord Sebastian Coe.
Although our role centred on the retained delivery of social media, web and email content, we also supported The Club in bridging gaps in resources so that seasonal milestones and events could be maximised. This included the likes of developing the ‘All I Want for Christmas is… A Club Membership’ campaign for which we provided the ‘Santa Sprints’ activation concept for the Daylesford Organic Christmas Preview – inviting attendees to compete in a sprint challenge using TechnoGym bikes – demonstrating equipment available at The Club – and with opportunity to visit The Club when it launches as a prize.
We further developed this competition into a social campaign which saw the Santa Sprints winners announced on Instagram, followed by a 12 days of Christmas giveaway to build upon the increased audience and encourage engagement. Committee influencer content and collaboration content with Bamford helped bolster reach.