The Country Club approached at+m to create a campaign to reconnect them with the local community. The concept was to make their staff the “heroes of the Country Club” and as a result drive increased visitation from new and lapsed customers. This formed an underlying strategic plan to reaffirm their commitment to their employees and customers. The goal was to reflect the positive customer experience that their staff deliver.
The approach was to design and deliver an integrated campaign that engaged both staff and the local community. The campaign focused on two key messages, that the Country Club is a destination that both employees and locals can go to enjoy themselves, and that they have been serving the local community since 1982. This formed the campaign themes “We Love Locals” and “Locals Serving Locals”.
at+m’s commitment was the creative concept, script development and production of a series of television commercials. These utilised existing staff members who were able to adequately capture the genuine and bubbly nature that makes Country Club unique. It tapped into the following emotive benefits: family, belonging, lifestyle and community.
All staff members who were involved in the TVC genuinely conveyed their love for both the job and serving the local community. This level of authenticity enhanced the fun and customer centric focus of the Country Club. Since the campaign commenced they have already received increased visitation and enhanced customer loyalty. In addition, there has been an overall improvement of staff moral and workplace culture.