Tiburon Peninsula Club Marketing Plan Marketing Committee revised 1.25.17

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

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

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

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

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

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

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

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

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