Challenge
Give Build-A-Bear’s Bonus Club a name and brand that compliments, yet stands out from the Build-A-Bear Workshop brand to engage members.
Activation
First we named and branded the club with a true insider tone. Then created a playbook that took the brand across three disciplines: Who We Are, How We Connect and Tools We Use. From updated value propositions and member positioning, to acquisition, retention and email tools we provided a complete guide to activating the new club. Also included was a the new member email journey with creative content and 30 day testing strategy.