Annual Report 2016/17

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 This material will be used to produce a publication at the end of the redevelopment that provides a historical reference of The Club and showcases each aspect of the new clubhouse.

15 2016/17 ANNUAL REPORT