The Columbia Club, established in 1889 in the heart of downtown Indianapolis, considered itself the premier private club in the city. However, it was competing for members, not just with other private clubs, but also with the many economic and social factors that had, over time, changed people's attitudes about private club membership. The club's tagline was dated and did not explain what it did or what it stood for.
To reposition and rebrand the club, MillerWhite analyzed results of a membership survey, which revealed that members join the club specifically for business networking, but maintain their memberships over time because of the social relationships of the club. MillerWhite recommended a tagline that focused on the #1 reason why members join the club and alluded to the lifecycle of membership: “The Columbia Club – Business Networking & Social Connections.” To reinforce the club's strengths and create a common culture for employees, management and current members, MillerWhite developed a Message and Action Guidelines (MAG) document. The new tagline was used as a strategic element in many of the club's communications, including the redesigned web site, monthly magazine and an interactive eMagazine.