GreatLIFE’s newest passion is “plus” – and when they came to us with all the new perks and benefits that were going to be available as part of their PLUS membership expansion, we developed a strategy to introduce it to their internal staff, members and the general public.
Free movies + Canaries + rides, oh my! This line was featured on TV, radio, in-store point-of-purchase displays, flyers, web sliders, brochures, digital advertising, in-store videos, and a pocket-sized calendar that was distributed to members. We also created t-shirts featuring that line for employees to wear. We focused on those three new perks that we knew would be most popular with members, and most enticing to those who haven’t signed up yet.
A key benefit to the PLUS expansion is unlimited free movies – all day, every day, at West Mall 7 Theatres. This was a major new perk and the launch announcement press conference was held right outside the theatre – reinforcing our message visually that West Mall 7 Theatres were now part of the GreatLIFE family. Our team created the media invites and coordinated the press conference.
The Sioux Falls Canaries home baseball games were also now free to members on Wednesday nights. There are a variety of new amusement ride options as part of the PLUS expansion, including discounts at Thunder Road, Sky Zone and Wild Water West.
Our marketing emphasized the added value of the GreatLIFE PLUS membership tier – we also explained that all annual memberships were now part of the PLUS package and that all these benefits came as part of that annual membership at the same low price.
We created a calendar that listed the different new PLUS perks and which benefits were applied to which particular days. The calendar was something that members could pick up at a GreatLIFE location, and we also made sure the staff had pocket calendars that listed the perks on them in case a member asked for clarification or more information.
We produced a :30 second television spot that introduced the highlights of the PLUS package to our regional market, and a longer, more informative version that is shown inside GreatLIFE facilities to explain the package to current members and for use on YouTube.
“I’m very excited to say that GreatLIFE PLUS is the next logical step for us as we continue to keep fulfilling our mission: To enrich the lives of families and individuals through golf, fitness and healthy lifestyles,” said GreatLIFE Chairman/CEO Thomas P. Walsh Sr.
We’re excited to keep helping this great company fulfill their mission, too. It’s a thrill for us to hear all the positive feedback about how GreatLIFE has changed lives for the better, and brought families close together, because of the great service – at a tremendous value – that they provide. Check out joingreatlife.com if you’d like more information or to become a member!