Case Study 3: VFW Post 106 West Chester
Project Info: VFW Post 106 West Chester
Corporate Brand Analysis and Solutions to Brand Challenges
In 2018, the VFW Post 106 West Chester, PA hired JumpSpark Creative Group, LLC. to assist their Board of Directors in finding solutions to the challenges that they were facing with regard to membership acquisition and retention and banquet room rental.
They had tried a few different solutions on their own that resulted in limited success and frustration, and they were ready to execute on a plan for real results. They had also wanted to make sure that their Boards and management were all on the same page when it would come to implementing that new plan for positive change.
What We Did
First, we wanted to understand how the VFW operates as well as their operational and marketing systems and current challenges. To accomplish this, we met with the manager of the VFW to learn more about membership offerings and pricing and their challenges with regard to membership acquisition and retention and banquet room rental. We had the manager walk us through membership signup and show us forms, website, mobile app, email marketing and other communications. We also met with members of the Board to learn more about their challenges as well as what had been done in the past to rectify these issues. In addition, they also had shared some feedback from current members with us.
Second, we developed a membership survey, which was distributed in the social club, via email and on social media. Through this survey, we learned a lot about the concerns of membership and their suggestions to improve their experience. Many members were thrilled to be asked their opinion and felt encouraged that improvements were coming. We also contacted and interviewed a felllow VFW manager in Pennsylvania, who had recently faced some of the same challenges, such as in-house smoking and social events, and learned how they overcame these same challenges. We also took a look at other banquet room rentals and learned more about its target markets.
Third, we analyzed operational and marketing systems, forms, their method of email distribution as well as their website and mobile app. We also looked at brand consistency across the board and found a disconnect.
Fourth, we compiled and formatted member survey feedback as well as compiled our notes for improvement of operational and marketing systems, including banquet hall rental, email distribution, website and mobile app.
Knowing that the VFW wanted to implement solutions themselves with guidance from JumpSpark Creative Group, LLC. and had a certain budget to which to adhere, we drafted a final report. This report included: a SWOT Analysis; member survey feedback; our findings and recommendations for brand consistency; streamlining operational systems and improving forms, website, email marketing and general marketing; as well as current challenges and suggested solutions. We also wrote the report as a series of action steps that were to be implemented in stages. We then sent our final report to the VFW manager and Board to review first, and then at a later date, we met with them in person to present the report and field questions. We also were on-hand for a couple of months to help train staff on new systems and make sure that the action plan was executed successfully.
Two years later, the VFW is still thriving and growing and has successfully addressed previous issues. They have made numerous improvements. They have renovated their banquet room and have substantially increased room rentals. They have built a room for smokers and have designated the club and hall as non-smoking and have improved food offerings and entertainment.