Personalized Membership Communication with Salesforce

A prestigious membership club with existing members, including royalty, needed improved member
communication, automated services, and advanced data strategy.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

• The client had been using Oracle Service Cloud, a custom Propeller website, and
  standalone tools to communicate with members. It managed 100+ unique lists based
  on members’ preferences for newsletters, activity- and interest-group comms.  
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• The Marketing team had found Oracle too cumbersome to use, so the IT department
  did the email marketing 'heavy lifting and other marketing and sales processes
  were performed manually.  
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• Oracle's functionality also did not allow for a new, advanced data strategy
  envisioned by the CIO, which would match member profiles, preferences,
  and geo-location usage behavior with planned club events and facility availability.

We designed and delivered the solution in 2 stages:  

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1. Interim Project:

• Rapid migration from Oracle to Salesforce Marketing Cloud within 2 weeks, ensuring business continuity.
• Empowered the non-technical marketing team to deliver high-quality newsletters and member publications.
• Saved an entire year of Oracle contract value.

2. Transformation Project:

• Integrated Marketing Cloud with Salesforce Sales & Community Clouds and other data sources.
• Enabled automated, personalized membership communication and process automation.
• Established customized and standard automated customer journeys.

To summarize, the project involved swift migration to Salesforce Marketing Cloud, empowering the marketing team, and achieving significant cost savings.

The new Marketing Cloud solution provided the club with efficient automation, superior customer service, and professional communication. It also offered valuable insights and manageable measures for effective decision-making.

With comprehensive data on facilities, services, and events, management gained a clear understanding of their operations. This data enabled personalized marketing communication based on member profiles, including geolocation, demographics, preferences, interests, and spending data.

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• Annual Membership Renewal Customer Journey  
• New Member Application Marketing Customer Journey
• Reciprocal Club Visit Request Member Journey  
• Events Booking Member Journey  

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Salesforce Marketing Cloud with Sales Cloud and Community Cloud, AppExchange Membership
Software, SpringCM, DellBoomi

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