1. Tiburon Peninsula Club Marketing Plan
Marketing Committee
revised

2. TPC Marketing Committee Team
Christina Goebel
Linda Fassig-Knaue
Amie Stanley
Marine Gueguen
Live Bright Now 2017

3. Marketing Committee’s Mission
Mission: Develop and oversee a strategic marketing plan that delivers on the TPC mission to nurture the connections through family, fitness, and fun, ensuring we have the happiest members in Marin
Focus Priorities
Member Communications
Prospective Member Communications
Community Outreach
Live Bright Now 2017

4. Key Objectives & Strategies
Member Communications
Objectives
Drive member engagement with the full TPC experience
Increase enthusiasm and pride in membership
Strategies
Develop the TPC brand guidelines and communication tools
Define the member journey and develop the “TPC premium experience” touchpoints
Focus on new members
Education of all program offerings
Align program offerings to membership expectations
Actively collect member feedback and analyze for insights
Measurement
Program participation
Social events
Classes
Facility usage: tennis/swim/fitness
Camps
Cafe
Live Bright Now 2017

5. Key Objectives & Strategies
Prospective Member Communications
Objective
Create desirability to be a member of the TPC
Strategies
Define the the prospective member journey and develop the “TPC premium experience” touchpoints
Visible participation in key community events
FNOM
Little League/Softball Opening Day
Half-Marathon/Runs/Tiburon Mile
Parades
Communicate the benefits of membership
Utilize resources such as Real Estate Brokers and other local ambassadors to create awareness
Measurement
Length of waitlist and conversion
Live Bright Now 2017

6. Key Objectives & Strategies
Community Outreach
Objective
Actively encourage good will throughout the community
Encourage participation in non-member programs (i.e. camps/swim)
Strategies
Volunteer participation in key community events
Half-Marathon/Runs/Tiburon Mile
Sponsor teams/staff water stations/other volunteer activities
Continue to extend Challenger community events
Measurement:
Program participation
Waitlist and conversion
Live Bright Now 2017

7. Tactical Plan Member Communications
Create brand guidelines book for staff (visual templates and written guideline
Develop monthly communication strategy for key communications
Define purpose
Mediums & channels
Cadence & frequency
Audit member/new member journey and recommend TPC experience for each touchpoint
Enhance exclusivity of membership by partnering with other committees to host socially appealing events (i.e. Moms night out)
New members
Quarterly New Member party/bbq
Individual Teams creatively introduce programs/incentives/awards
Welcome kit – includes free passes, (swim/tennis/fitness), free drinks
Assign new member buddies/hosts
Develop feedback portal and quarterly surveys
Live Bright Now 2017

8. Tactical Plan Prospective Member Communications
Audit prospective member journey and recommend TPC experience for each touchpoint
Host monthly open houses where members bring prospective members
Sponsorship/signage/booths/prizes/volunteer participation at key community events
FNOM
Little League/Softball Opening Day
Half-Marathon/Runs/Tiburon Mile
Parade
Host Real Estate brokers and community ambassadors for happy hours and provide educational tours, provide communication materials
Implement opportunity for Broker tours along with real estate tours (i.e. Wednesdays)
Live Bright Now 2017

9. Tactical Plan Community Outreach
Advertise and communicate key TPC events/awards/member news and photos frequently in the ARK and Next Door
Volunteer and Participate in the Tiburon Triathlon & Half Marathon
Sponsor team and team shirts
Tie it into training programs at fitness center
Tiburon Mile
Host athletes
Talk to the kids
Host swim clinic for the kids
Live Bright Now 2017

10. Next Steps
Work with Jerry Pang, John Parsons and Key TPC staff to develop an implementation plan.
Live Bright Now 2016