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CASE STUDY

CASE STUDY

Terrace Club Guam

Terrace Club Guam

Terrace Club Guam

Driving Loyalty Growth Through Omnichannel Marketing

Driving Loyalty Growth Through Omnichannel Marketing

Driving Loyalty Growth Through Omnichannel Marketing

This case study covers how I brought Terrace Club Guam’s loyalty marketing together across the app, email, social media, website, and in-property touchpoints—then used reporting to understand what was working and where we could improve.

This case study covers how I brought Terrace Club Guam’s loyalty marketing together across the app, email, social media, website, and in-property touchpoints—then used reporting to understand what was working and where we could improve.

Terrace Club branding / restaurant imagery / loyalty app / member experience

The Challenge

The Challenge

The Challenge

Terrace Club already had several ways to reach guests, but the channels needed to work together more clearly. The goal was to turn guest attention into repeat visits by improving timing, consistency, and how we used loyalty data across the app, email, social media, website, and in-property promotions.

Terrace Club already had several ways to reach guests, but the channels needed to work together more clearly. The goal was to turn guest attention into repeat visits by improving timing, consistency, and how we used loyalty data across the app, email, social media, website, and in-property promotions.

Supporting image placeholder

My Role

My Role

My Role

I connected campaign planning, content, app messaging, in-property placements, performance reporting, and loyalty analysis. I also translated app partner reports into clear insights and recommendations for senior leadership.

I connected campaign planning, content, app messaging, in-property placements, performance reporting, and loyalty analysis. I also translated app partner reports into clear insights and recommendations for senior leadership.

Loyalty App Marketing

Push Notifications & EDM

Social Media Strategy

IPTV & Digital Signage

Loyalty Performance Analysis

Customer Segmentation

Cross-Functional Collaboration

Performance Reporting

Omnichannel Guest Journey

Omnichannel Guest Journey

Omnichannel Guest Journey

I connected each campaign across the places guests were already paying attention: the website, app, EDM, social media, IPTV, digital signage, and other in-property touchpoints. 


App pop-up notifications and social stories were scheduled during high-traffic periods using audience insights from Meta.

I connected each campaign across the places guests were already paying attention: the website, app, EDM, social media, IPTV, digital signage, and other in-property touchpoints. 


App pop-up notifications and social stories were scheduled during high-traffic periods using audience insights from Meta.

Website promotion screenshot

IPTV example

Digital signage example

Campaign assets were adapted across our owned digital and in-property channels so guests saw a consistent message wherever they interacted with the brand.

Loyalty Analytics & Program Health

Loyalty Analytics & Program Health

Loyalty Analytics & Program Health

Reports were treated more than a recap. It helped me understand member behavior, improve campaign timing, and make better decisions about what to keep, change, or test next.


Reports were treated more than a recap. It helped me understand member behavior, improve campaign timing, and make better decisions about what to keep, change, or test next.


01 / Data Source

Partner-Provided App Reports

Reviewed registration, transaction, visit-frequency, membership acquisition, and outlet-level activity supplied by the app development partner. Registration and recorded spending were treated as separate measures of participation.

02 / My Analysis

Active Spenders & Program Health

Identified active spenders representing approximately 29% of the registered membership database- reviewed their total and median spend.


I then analyzed the top 50 spending cohorts, comparing the top 10 members with the remaining 40 to assess how heavily high-value revenue depended on a small number of customers.

03 / Business Action

Leadership Reporting & Retention

Translated the analysis into recommendations for senior leadership and a two-part retention strategy. Top-spending members were invited to the Chef’s Night launch as an appreciation experience, while targeted EDMs were sent to one-time diners to encourage a return visit.

Member activity was also reviewed by F&B outlet to identify where exclusive offers could support traffic, repeat behavior, and additional revenue growth.

Social Growth & Community

Social Growth & Community

Social Growth & Community

The content strategy focused on loyalty awareness, menu relevance, member moments, and consistent campaign storytelling. Instead of relying on paid media, organic content was planned around guest behavior and trends; Marketing content was then re-visualized and synchronized with app, EDM, and in-property campaign windows.

The content strategy focused on loyalty awareness, menu relevance, member moments, and consistent campaign storytelling. Instead of relying on paid media, organic content was planned around guest behavior and trends; Marketing content was then re-visualized and synchronized with app, EDM, and in-property campaign windows.

Organic content strategy strengthened loyalty awareness and community engagement without additional advertising spend.

Image shown within 3 months, after a stagnant following for 5+ months.

Marketing Systems & Operations

Marketing Systems & Operations

Marketing Systems & Operations

A big part of my role was making the work repeatable. I turned campaign ideas into clear deliverables, channel plans, stakeholder updates, and a reporting rhythm the team could keep using.

A big part of my role was making the work repeatable. I turned campaign ideas into clear deliverables, channel plans, stakeholder updates, and a reporting rhythm the team could keep using.

External Media Activation Tracker

External Media Activation Tracker

I kept placements, deadlines, creative assets, and launch statuses in one tracker so everyone could see what was going live and when.

Push Notification Planning Sheet

I mapped send times, message angles, offer priority, audience notes, and the follow-up needed after each push notification.

Weekly Content Calendar

I used monthly and weekly calendars with spreadsheets to align organic posts, loyalty pushes, promotional windows, and visual production priorities.

F&B Marketing Meeting Reports

I turned updates from F&B, creative, digital, and operations into clear next steps, creative needs, owners, and timelines.

Omnichannel Campaign Execution

Omnichannel Campaign Execution

Omnichannel Campaign Execution

Website promotions screenshot

In-Property digital channel activations featuring products and perks of Loyalty Program.

Push Notifications scheduled for branding awareness and value added benefits.

Campaigns were rolled out across web, social media, the loyalty app, IPTV, and in-property touchpoints.

Results & Impact

Results & Impact

Results & Impact

9000+

9000+

Active Members

40%+

40%+

MoM Revenue Growth

30%+

30%+

MoM Member Cover Growth

75%

75%

Push Notification Opt-In

50%+

50%+

EDM Open Rates

Key Takeaways

Key Takeaways

Key Takeaways

This work showed me that loyalty growth is not built through one campaign or one channel. The reporting showed us what to measure and when to adjust. Retention efforts gave members reasons to come back. Cross-functional planning kept F&B, creative, digital, and operations moving together. Most importantly, the loyalty program started to feel less like a discount and more like an ongoing relationship with our diners.

This work showed me that loyalty growth is not built through one campaign or one channel. The reporting showed us what to measure and when to adjust. Retention efforts gave members reasons to come back. Cross-functional planning kept F&B, creative, digital, and operations moving together. Most importantly, the loyalty program started to feel less like a discount and more like an ongoing relationship with our diners.

This work showed me that loyalty growth is not built through one campaign or one channel. The reporting showed us what to measure and when to adjust. Retention efforts gave members reasons to come back. Cross-functional planning kept F&B, creative, digital, and operations moving together. Most importantly, the loyalty program started to feel less like a discount and more like an ongoing relationship with our diners.

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