Best Marketing Team recognizes the team that drives measurable growth through strategy and execution. Our marketing team’s onboarding and education engine increased activation and transactions by making benefits easy to understand and easy to use. In vacation clubs, benefits only create value when members understand them and activate them early. Many programs lose momentum after the sale because members don’t know where to start, how savings are realized, or how to use concierge support. That confusion quietly turns into low utilization and weaker retention.
To solve that, we built a fully integrated onboarding and education program designed to guide members from point-of-sale through activation and into sustained engagement. Our responsibility was to create a cohesive, multi-channel system that improves awareness, shortens time-to-activation and drives repeat usage by making benefits feel clear, practical and immediately valuable.
We designed the program around education and enablement rather than promotion. The goals were simple: help members understand what they purchased, show them how to realize savings quickly and keep them engaged beyond the first 30 days.
Onboarding begins in the sales environment. We developed point-of-sale collateral and interactive digital tools used by agents to introduce the program’s core categories and demonstrate real-world value. The sales flow includes examples that show how pricing compares and how members can use the platform effectively, reinforcing that this isn’t just a perk—it’s a practical travel tool.
After enrollment, members enter a structured nurture journey. A sequenced email series provides step-by-step guidance; activating the account, navigating the platform, finding the best deals and using concierge support. We produced an explainer video that walks members through the experience visually, reducing the learning curve and increasing confidence. We also introduced a physical member kit mailed to the home because reassurance after the sales room matters; a tangible guide that helps members take action and reduces buyer’s remorse.
To sustain engagement beyond onboarding, we built ongoing education through a “Member Hacks” content series across email, SMS, social channels and an in-account resource library. These short, high-utility tips keep the program top-of-mind and highlight simple ways to maximize value, reinforcing repeat behavior.
The result is a coordinated system—sales tools, email, video, direct mail, SMS, social and in-account education—working together with consistent messaging. The program reached more than 150,000 members across channels and delivered meaningful performance outcomes, benefits activation increased by 27% and transactions increased by 45% year over year after launch.
This program is award-worthy because it treats onboarding as a strategic growth lever. It reduces confusion, accelerates activation and builds sustainable engagement by making benefits easy to understand and easy to use. It turns “I have benefits” into “I’m using them,” and that shift is what drives retention and long-term program value.
