The Harvard Club dates back to 1908 when 22 Alumni started the Boston chapter with annual dues set at just $5. In just 3 years, that membership grew to 1,200 and is today, still a vibrant institution where members make new connections, celebrate special occasions, or simply reminisce. “Belonging” is the driving philosophy behind all of the Club’s programs and its leaders contacted The Simon Group to help them more effectively communicate that message and strengthen membership.
• Increase visibility and reposition the Club
• Help attract new members
• Clarify messaging and promote programming
Tradition. transformed.
The elegantly styled campaign tagline “Tradition. transformed.” bestowed respect to the club’s rich heritage while acknowledging its desire to change and grow to attract new members. With this powerful slogan in place, Simon developed the graphic treatments and communication elements to launch the campaign.
Attracting a New Generation
Simon developed an awareness campaign that featured a growing demographic of membership reflective of the Club’s thriving community. Through both digital and print experiences, the integrated campaign helped spread The Harvard Club’s message of re-invention, renovation, and increased program benefits.
That Harvard Feeling, Everywhere
Whether members stop in for a networking event, a special dinner, a quick workout, or just a relaxing evening, the feeling of belonging to a special community is consistent throughout their visit. From directional signs to complete wall coverage, Simon outfitted the Club with interactive, mixed media graphics – from design to construction to execution.
Communicating the Change
The Simon Group helped the Harvard Club stay on brand through all aspects of the awareness campaign by developing communication templates to ensure the medium always reflected the message.