Founded in 1948, Frenchville Sports Club is one of Central Queensland’s largest and most awarded sporting clubs.
Voted Queensland’s Best Multi Sports Club for 2021, Frenchville Sports Club is always looking to improve its offering to members. This led to the club engaging Maer Group to conduct a full marketing audit and review of their rewards program.
In 2021, Maer Group’s Managing Director Matt Rafton led the project which included a comprehensive review of their membership and marketing procedures.
“The Frenchville team are extremely innovative and have embraced technology right across their business,” said Mr Rafton.
“However, they realised a review of their loyalty program was well overdue.
“We were given the brief to create Central Queensland’s best loyalty program – a challenging task, but one we were excited to take on.
“The loyalty review process started out with a comprehensive audit of the program, including an analysis of the costs of each reward for individual tier levels.
“This is a key part of our loyalty program review. By measuring each benefit and how much it is costing per tier, we can calculate the true cost of a loyalty program.
“We also take a thorough look at the tiering level mechanics and access important metrics to ensure the program is working to attract and retain members.
“Once we have the full picture, we then provide a fully costed model of our recommendations.”
Following the initial loyalty program review, Maer Group then conducted member focus groups and a member survey to gain valuable feedback from each member segment.
“This research provided valuable insights into how Frenchville Sport Club could better engage with members and the benefits their different tiers valued the most.
“It was a pivotal part of the process to help us get the new program right.”
With the support of Maer Group, the new Frenchville Rewards program has now launched and is providing great results.
“The new program provides a much more attractive tiering system that is more transparent and easier to understand for members.
“It focuses on creating more tangible rewards and experiences that will grow member loyalty and engagement with the program.”
But the journey is not over yet!
The team have some further program enhancements ready to launch in 2022, which will add even more value for Frenchville Sports Club members.
Following the loyalty program launch, Maer Group continues to provide ongoing marketing support and strategy services to Frenchville Sports Club. These include:
- Marketing strategy and support
- Strategic Planning
- Loyalty program management
- Promotion game design and development
- Direct campaign management
While the journey is ongoing, Maer Group’s services have already had a positive impact on ROI and customer visitation.
“We are very proud to be working with the team at Frenchville Sports Club and look forward to kicking more goals into the future,” said Mr Rafton.
