Savoy Club / BXP New York City, New York The Ask The Details My Involvement The Ask Timeline: June 2022-August 2023; Construction & Presale, Opening & Operations The Savoy Club at The GM Building, NYC is a collaboration between BXP and Exos of the construction and launch of a high-class fitness club as a tenant amenity. The project timeline spanned from June 2022 to August 2023, with previews in December 2022 and the official opening in January 2023. The Details My involvement began the construction phase, drawing on past experience and insights from other Exos opening sites to address operational and marketing needs. This required close coordination with the Exos D&D team as well as the BXP team to ensure alignment with their expectations for a premium fitness experience to complement their tenant amenities. One of the key aspects of the project was building a cohesive brand that seamlessly integrated Exos and BXP branding elements. This included developing a website, establishing social channels, and creating marketing materials for both the launch and ongoing operations. These materials ranged from Canva templates for brochures, flyers, and other collateral to email templates in MindBody, signage, and tenant presentations. My Involvement Strategy: marketing plans for pre-sale, opening, launch, operations, eventsBrand: creation, implementation, managementContent: web, print collateral, presentations, organic social, signageLiaison: client, account, staff, teamManagement: client, project, budgetSocial: strategy, content, graphics (Canva)Tools: Google Suite, Basecamp, Canva, WordPress; Club AutomationTraining: marketing, email, Canva, webWeb: wireframe, content, launch
Category: Brand
WorkLife WellBeing
WorkLife Wellbeing (Vornado) New York City, New York The Ask The Details My Involvement The Ask Timeline: January 2021-May 2023; Construction & Presale, Opening & Operations Provide pre-sale, opening, and operational marketing strategy and implementation to drive tenant employees to the newly constructed 25,000-square-foot fitness and wellness center in PENN1, serving 12,000 on-site tenant employees. The Details Working with Exos, I co-led the RWC team in partnering with Vornado to support the design and development of WorkLife Wellbeing. I coordinated with the Vornado marketing team for branding, pre-sale, grand opening, and ongoing operational marketing efforts. The goal was to develop and implement a comprehensive marketing strategy to drive tenant employees to join the fitness and wellness center. I served as a crucial liaison between Exos leadership, the Exos on-site team, and Vornado’s senior marketing leaders, ensuring seamless collaboration and effective execution. My Involvement Brand: creation, implementation Content: web, print collateral, presentations, signageLiaison: senior leadership, client, account, staff, teamManagement: account, project Social: strategyTools: Google Suite, Basecamp, CanvaWeb: content
OAK Health Club
OAK Health Club Ashburn, Virginia The Ask The Details My Involvement The Ask Timeline: April 2019-May 2022; Construction & Presale, Opening & Operations The OAK Health Club project spanned from construction/presale to opening/operations, with the goal of developing and implementing a comprehensive marketing strategy to drive member prospects for the fitness center within the newly constructed free-standing wellness center. The Details Working together with ASI (parent company of AARP) and Exos, I collaborated on the development of the new facility’s unique brand and vision. Coordinating the ASI and Exos leadership teams, I created the marketing strategy and budget for pre-sale, opening. We then moved into regular operations, programming promotions, and member communications to increase engagement and retention while continuing to grow the OAK member base. Marketing assets included a website, Facebook and Instagram channels, Google and Facebook PPC, direct mail series, print ads, emails, and organic social content. My Involvement Strategy: marketing plans for pre-sale, opening, launch, operations, eventsBrand: creation, implementation, managementContent: web, email, print collateral, presentations, organic social, DM, advertising, signageLiaison: senior leadership, account, staff Management: account, client, project, budgetSocial: strategy, content, graphics Tools: Google Suite, Basecamp, Canva, WordPressTraining: marketing, Canva, webWeb: content