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Packaging

Objective:
To generate interest and inquiry from potential members.

Strategy & Execution:
Silver Spring, Maryland’s Aspen Hill Club decided that the best way to increase membership was to give it away for a week.
  1. The club identified 300 pre-qualified tennis players in a 15 mile radius, and sent them a package that read, “The ball is in your court.”
  2. Inside the mailer was a custom tennis ball and a personalized, one week free membership card.
  3. The club hoped the promotion would generate a 12 to 15% inquiry and appointment rate.
Results:
Club management reported an initial 25% success rate, and anticipated an even greater response further into the program.

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