Rebrand and Migration — Catch

Communicating a new brand and message while retaining the existing paid members.

The project

Club Catch is a membership program offering exclusive deals, discounts, offers and promotions to subscribers. Owned by the Wesfarmers Group, there was an opportunity to expand the program and incorporate other entities (Kmart, Target) and rebrand under a new name and combined benefits program: OnePass.

The task

Communicating the new brand and message to existing members and encourage them to migrate to the new program — while attracting sign up and conversion of new customers. The project included launch activities across existing touchpoints (CRM, eDM, platform, social) as well as churn prevention strategy and ongoing comms to new and existing customers.

The goal

Migrate existing paid members to new platform and identify opportunities from adjacent markets to grow the program.

My role

Content strategy, content design, wireframing, UX writing, comms strategy