Client Showcase: The Haven Country Club
When Mount Pleasant Country Club moved from being member-owned to privately-owned, the new ownership saw an opportunity to update both the facilities and the vibe, while introducing professional management in all areas.
Metaphor handled strategy and execution for all marcom communications during the transition. This included brand messaging strategies that could be applied to all marketing communications, and all-important member communications during the transition period. Our work included brand messaging strategies, web site, print, broadcast and out-of-home advertising, public relations, and email marketing.
Pursuing a strategy of making the club more family-oriented, we created ads and email broadcasts that targeted area families as well as golf and tennis enthusiasts. Results? Membership grew more than 100%, and The Haven Country Club has become the premiere golf and country club in Central Mass.