THE JJ CLUB
The JJ Club is a holistic private members' club that supports discerning individuals and families with the modern juggle of work and home life.
Members gain access to a curated online platform that offers connections across the community, luxury brand perks, exclusive events and a money-can’t-buy Little Black Book of trusted experts.
The brand is currently developing its flagship physical members’ club which is set to become a cornerstone of the South West London community - combining luxurious F&B, co-working, wellness, children’s play and entertainment offerings.
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The JJ Club approached Rosard with a need to build a comprehensive marketing and brand positioning strategy that would drive member acquisition and engagement on all key marketing platforms.
The brand's founder, Molly Aldridge, previously founded and successfully accelerated two global businesses; including as Global CEO of the renowned M&C Saatchi PR.
With a strong understanding of the PR and marketing landscape (plus years of market research and personal experience of the problem that The JJ Club seeks to solve), Molly sought an agile and collaborative marketing partner to hit the ground running, wear several hats and make a difference as the company builds.
Given that the brand was in its early stages, it was crucial that the marketing partner could combine strong creative and design skills with data-driven activity that would hit commercial and membership goals.
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We began by refreshing The JJ Club's branding to appeal to a modern, discerning audience.
An in-depth marketing and brand positioning strategy followed, to include a competitor audit, detailed audience personas, tone of voice development, content pillars, social media strategy across multiple platforms, SEO strategy, graphic design and content creation.
To drive membership applications and community growth, we implemented successful organic and paid social media campaigns, along with ongoing email marketing and website consultancy to ensure regular conversion rate optimisation.
Our services span the full suite of Clarity, Content, Community services, namely:
— Brand and Website Development
— Marketing & Positioning Strategy
— Social Media Management
— Community Management & Outbound Engagement
— Email Marketing
— Paid Advertising
— SEO
— Graphic Design
— Video Editing -
A successful virtual membership launch across key marketing channels that has positioned The JJ Club as a luxurious, family-centric brand with a clear mission of making a meaningful difference to families and their community.
Highlights so far include:
— A combined social reach of 41k+ people
— 141% of sessions target reached within the first month
— Instagram follower growth +236%
— 63k+ reel plays in 1 month since the Instagram account began
— Industry-leading Instagram engagement rate of 7.1%
— Excellent average email open rate at 60%, with an average click rate of 7.45%Our collaboration is ongoing and we look forward to building on these strong foundations for future growth as The JJ Club expands into its flagship members' club and beyond.
“The team at Rosard have been an absolutely critical marketing partner and strategic sounding board as we’ve readied ourselves to launch The JJ Club, going above & beyond with a proactive, problem solving, agile attitude every step of the way.
They jumped right in, immediately understood the problem we are solving and how to best communicate our vision and mission to our core target audience demographic. Bringing our brand, values and Club offering to life in an elegant, differentiated way that has made a significant difference to our members, partners, team and I.
Look forward to working closely with the Rosard team as we continue to build out our community and business - and we’ve only just begun!”
Molly Aldridge, Founder & CEO / The JJ Club
