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2016/17
ANNUAL REPORT
Spreading the Word
Increasing Member engagement was the underlying tenet for all the initiatives our Marketing &
Communications department undertook this year. The team did this by focusing on Member-centric
content and expanding the type of material created for Members, potential Members, and the
general public.
Shifting the content on its communications channels allowed The Club to showcase its unique
personality and stories, generate conversations and achieve a healthy fan growth and increased
engagement on The Club’s Facebook page. Our team also added new sections to the bi-monthly
magazine based on Member feedback, including a staff feature and a regular Rant and Rave section.
Members benefitted from new special-interest newsletters that were tailored to their specific segments.
Dedicated e-newsletters were created for our wine enthusiasts, aquatics users, spa lovers, and kids.
These newsletters enjoy high open and click rates, allowing The Club to more effectively target
messaging to Members. Our general What’s On e-newsletter also got a facelift in a bid to increase
readership. The new format uses more graphics and images, includes a new section that features our
staff, and contains more Member contests and giveaways from our external partners including Delta
Airlines, Banyan Tree, Shaw Organization, Singapore Repertory Theatre, and more. These changes
increased our click rate from an average of 2.4% to 7.7%.
The Club appointed a Brand Consultant, tasked with rebranding The Club and its new outlets. This
work aims to preserve and enhance The Club’s image, attract new Members, and further strengthen
The Club’s corporate identity. The work with the brand consultant will continue into the new fiscal
year.
Tied to the redevelopment, the team has also been busy creating a compilation of The Club’s history
to capture key milestones from its inception in 1948, up till post redevelopment. This material will be
used to produce a publication at the end of the redevelopment that provides a historical reference of
The Club and showcases each aspect of the new clubhouse.