Cullasaja Club

In 2014 Cullasaja Club was second from bottom in membership sales. The club was seeking a partner with the capabilities to investigate the current brand, marketing efforts and making recommendations. Once identified, to have the capabilities to reposition the brand and story, strategic marketing campaigns including ad campaigns, online and offline solutions with agency management of all channels.

We went to work with a brand immersion, utilizing focus groups, member/staff brand surveys, boots on the ground, competitive analysis, to uncover where the club had been, attempts at branding, current state, target market and marketing efforts. In the end, we identified an ownable positioning platform that captured a clear differentiating strategic direction for the Club.

A brand essence was presented to the board presenting our findings and the new direction for the brand, website, brand narrative, and communication strategy. Once the brand narrative and communication manifesto was approved, all touch points were recreated; collateral, websites, print media, social platforms and membership tour presentation, all rising to a fresh strategic message.

In 2019 Storypowered build a new state-of-the-art website for the club. 

The club has now been on a waiting list for three years.