, Western Athletic Clubs [WAC] owns and operates premier, private health, fitness, and athletic clubs and sports resorts on the West Coast.
Each of WACs Clubs and resorts needed an efficient way to communicate the vast amount of programs and services available to members without over-communicating with a constant barrage of emails.
Serving all nine Clubs and resorts [with more on the way] the WAC Marketing Team's availability to manage this huge amount of content is extremely limited.
The solution:
Headset designed and built a specialized tool that allows each of the Club and resort departments to populate weekly "sitelets" that contain the programs and services available to members for that week. The WAC Marketing Team is able to quickly approve [or reject] this content based on a set of well-defined styles and requirements, and then publish this sitelet for viewing by the member-base. One email is all the members need to guide them to the programs and services for that week. We also added a useful "library" function that allows the sharing of program content between Club and departments.
Results:
Members are receiving far less emails that are much more valuable to them. Sitelet visit times are rising, members are printing out specific, Club/WAC branded sitelet pages [Play Club for example] and putting them on their refrigerators as reminders for the upcoming week's activities.
Members feel "heard" with regards to voicing complaints about too many emails.
WAC Marketing is able to manage WAC-wide Club programming [somewhere in the region of 400-500 programs per week] efficiently and consistently in one-to-two days.
