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NEED

Hit hard by the economic downturn of 2008, Exclusive Resorts, a luxury travel club, wanted to refresh its brand, content, and communications. In 2013, the marketing team was seeing some bounceback but still needed to:

  • Infuse the brand and voice with enthusiasm, positivity, and forward momentum
  • Expand its content strategy to be more digital and less paper-based
  • Explore channels beyond direct mail and email and better leverage social media
  • Create renewed excitement around old travel offerings and infuse the portfolio with new offerings
  • Increase member retention
  • Streamline cumbersome content creation processes, as well as sales- and member-related processes.

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SOLUTION

  • Transitioned content from print to digital format
  • Established a tone in member communications that conveyed confidence, transparency, humor, camaraderie, and passion for travel
  • Ramped up social media strategy to better reach members and promote offerings
  • Streamlined email communications from an average of 2.5 emails per week to one Weekly Alert
  • Used member travel stories to create advocates and strong connections within the club
  • Increased the amount of video content promoting luxury travel and providing insider tips on our destinations
  • Simplified the new member onboarding process for the Member Services team, automating mundane tasks and promoting immediate engagement
  • Identified prospect segments with highest potential for conversion and targeted content accordingly
  • Instituted standard processes for content strategy, creation, and management
  • Tied content creation more closely to a solid member strategy and to retention goals.

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RESULTS

  • Increased member retention from to 99% in 2014
  • Reduced email communication volume by 30%
  • Increased member email engagement by 30%
  • Increased member social media engagement by more than 20%
  • Created significant efficiencies in the content creation process for all-company initiatives such as the annual Year in Review
  • Created digital content offerings and campaigns that could be tracked, compared, and easily optimized

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