The campaign re-invigorated our business and exceeded our expectations.
Plum Hollow Country Club
To its members, the Plum Hollow Country Club has always been a hidden gem – a picturesque setting, 18 holes of championship golf, swimming, tennis and a great family atmosphere – and membership levels had never been a problem. With the local economy struggling, however, and the club facing a decline in membership renewals, they asked PUSH 22 to help them share their “little secret” with the rest of Southeast Michigan.
PUSH 22 began by creating a new brand platform to help define the club’s brand values, character and position and then created a new campaign that invited potential members to explore the club and “Live the Plum Life”. A new microsite, a TV spot with local cable buys for ESPN, the Golf Channel and the Travel Channel, direct mail and print advertising were developed and the new campaign was launched. Within four months, Plum Hollow had signed up more than 100 new members and generated the revenue it needed to keep the club on a solid financial footing. Another unexpected benefit? The campaign has reinvigorated existing members by reminding them just how great “The Plum Life” really is.