As pilot on the Co-brand credit card business, I was constantly doing promotional work to entice our BJ’s Perks members to shop. These were members that upgraded to the Plus or Elite credit cards.

This particular campaign was for 4X Perks on TVs. We broke away from our traditional brand look and created something more visually in concert with the product and promotion. Adopting the “As seen on TV” button and changing it to “Never seen before on TV.” It’s an instant visual cue. We promoted in-club as well as with digital and direct mail.

These promotions always did well with our Perks members and were a great tool at upselling our Circle and Rewards members. Once a member was moved into the upper tier membership their renewal rate was near 96%.

Make the experience of being a member easier and more informative. Life is hectic. Little reminders help tremendously.

This email campaign was deployed to remind prospective or staled members to finish rejoining the club. We knew by monitoring their behavior that they had started the process and abandoned it. We didn't want to come across like big brother so we took a different tact. We illustrated the message by showing extreme cases of what can happen when you don't remember simple things.

This resulted in 2,500 completed membership applications. Not bad for a simple email campaign.

Easy Renewal was a program developed to manage a member's renewal process. If a member elected to opt-in to the service their membership was automatically renewed each year without disruption and they received a $10 cash award.

The hurdle we knew we would encounter was that members like to make decisions based on yearly experiences. We were already teetering around 86% renewal rate. The brand manager's expectation was 5% - 6% response when these postcards deployed. Our concept was based on things in life that disrupt your day. Things that no one would ever like. This was the catalyst to inspire our members to opt in. We realized a 13% increase in Easy Renewal members. Needless to say the board was happy.

Writer: Juan Rocha

BJ’s has had a few different private labels that are special to our members. The most recognizable being Berkley Jensen and Wellsley Farms. Here are a few ads I did that resonated with our members and drove trips to the club.

Writer: Kevin Acciaioli

Photographer: Gary Sloan

If you volunteer in your community and you’re a BJ’s employee, you get recognized. Here’s a campaign called “Get Involved” that I help create to spotlight team members that went above and beyond in their local community. We plastered the the home office hallways with posters. And the bathrooms.

The challenge by the brand manager was simple... create a Youtube campaign that dispels myths about big box stores. Oh, and by the way, you have a minimal budget.

No worries. We got this. We kept the execution simple and the messaging strong. No actors and big production companies. We spent most of our budget on a trip to Oklahoma to work with a fantastic team of digital artists at Steelehouse productions. They creatively combined still images with digital animation and made our concepts come to life.

The ads got 12k views. Not bad. The clubs saw a favorable increase in foot traffic over a 3 month period. Membership kept growing so we considered it a win.