Shareholder & Member Re-engagement Plan
Strategic plan to re-engage ~200 shareholders, PinTuna loyalty members, and 8 years of TryBooking customer data (2,809 unique emails from sample). Draft status — requires Mat approval before shareholder communications.
The Opportunity
Pride has invested shareholders, 8 years of TryBooking attendee email data, and a loyalty program with members. These are the most motivated potential customers, advocates, and future capital providers — yet barely communicated with.
Three audiences, three approaches:
1. Shareholders (~200 people)
Who: People who bought shares in the community bar. Financial stake and emotional connection.
Current: Minimal communication. No regular updates. AGM notices and ad-hoc emails only.
What they want: Know their investment is protected. Feel connected to venue’s future. Treated as insiders.
Immediate plan (Week of 30 Mar):
- Draft “State of the Venue” letter from Mat (honest, transparent, forward-looking)
- Acknowledge tough period; share turnaround plan; ask for support (not money yet)
- Send via PinTuna or Designmodo Postcards
- Include Shareholder Night invitation (free/discounted evening, meet team, hear plan)
Monthly (starting April):
- 3–4 paragraph shareholder update email: what happened, what’s coming, one thing they can do (bring friend, share social, attend event)
- Track open rates; if email failing (spam filters), consider physical letter quarterly
Quarterly:
- Shareholder Night exclusive event: free entry, complimentary drink, 15-min Mat update
- Turn shareholders into repeat customers and word-of-mouth advocates
2. Loyalty Members (PinTuna database)
Who: Signed up for loyalty program (5% discount for Instagram follow + email). Size TBC — need PinTuna audit.
Current: Unknown if active email flows exist.
Immediate:
- Audit PinTuna: member count, last active dates, email deliverability
- Create “We miss you” email for members inactive 60+ days
Ongoing:
- Monthly event highlights email via PinTuna
- Birthday recognition: auto-send invite + complimentary drink voucher
- Frequency-based rewards: 5 visits = unlock reward; 10 visits = VIP early access
3. TryBooking Customer Emails (8 years of data)
Who: Anyone who ever bought ticket to Pride event. Broadest audience — thousands of addresses.
Current: None beyond TryBooking transactional emails.
Correction (Emily, Mar 2026): TryBooking email list was NOT uploaded to PinTuna. Emily exported and saved separately. Needs upload to PinTuna before campaigns.
Legal: Australian Spam Act 2003 requires consent. TryBooking T&Cs may cover this — verify before bulk email. Ticket purchasers have existing business relationship. Include unsubscribe in all emails.
Sample Data:
- 2,809 unique emails from 4 major events (Drag Bingo, Taylor Swift 1&2, Dragon Balls XL)
- 8,878 ticket rows across these 4 events
- 1,974 real mailable emails (excluding 835 trybooking.net proxy addresses)
- Only 9 overlap with shareholder database (shareholders and attendees are largely separate)
- 959 repeat customers (3+ tickets); 32 multi-event attendees
Immediate:
- Locate Emily’s saved TryBooking export; upload to PinTuna
- Deduplicate against PinTuna members and shareholder list
- Send one-time “reconnect” email: “You came to [event]. Here’s what’s coming up.” Personalised by event type if possible.
Ongoing:
- Segment by event type (drag, comedy, bingo, cabaret); send targeted announcements for similar events
- Post-event follow-up (24hr): “Thanks for coming. Here’s what’s on next week.” Automation.
Email Infrastructure
Current Tools:
- PinTuna: Shareholder, member, loyalty data. Can receive email uploads.
- Designmodo Postcards: Newsletter tool. Team skeptical of effectiveness.
- TryBooking: Transactional emails. Email data exportable.
Emily’s Position: Does believe in email (contradicts Mat). Planned monthly sends. Sees Pride Perks as email collection mechanism. Enthusiastic co-owner.
Recommendation: Consolidate all email through one platform:
- PinTuna — if email features are strong; already has member data
- Mailchimp free tier — 500 contacts, 500 sends/month; if PinTuna weak
- Designmodo Postcards — current tool; Emily already familiar
Key: Consistency matters more than platform. Use weekly. Emily owns execution; Shae provides strategy support.
First 4 Weeks Content Calendar
| Week | Shareholders | Members | TryBooking List |
|---|---|---|---|
| Week 1 (30 Mar) | “State of the Venue” letter from Mat | PinTuna audit | Export TryBooking emails |
| Week 2 (6 Apr) | Shareholder Night invitation | ”We miss you” email | Reconnect email (personalised) |
| Week 3 (13 Apr) | — | Monthly event highlights | Segmented event announcement |
| Week 4 (20 Apr) | Monthly update #1 | Birthday emails go live | Post-event follow-up automation |
Success Metrics
| Metric | Baseline | 4-Week Target |
|---|---|---|
| Shareholder email open rate | N/A | 40%+ |
| Shareholders attending events monthly | Unknown (likely <10) | 20+ |
| PinTuna active members (attended 60 days) | TBC | +20% |
| TryBooking reconnect open rate | N/A | 25%+ |
| Repeat ticket purchases from campaigns | 0 | 5%+ click-to-purchase |
Risks & Mitigations
- Shareholder communication is sensitive. Mat must approve all shareholder comms before sending. No surprises with bad news.
- Spam Act compliance. Verify TryBooking consent before bulk email. Unsubscribe link in every email.
- Email fatigue. Team skeptical. Keep emails short, valuable, infrequent (1/month per audience). Prove it works.
- Data quality. 8-year-old emails have high bounce rates. Clean list on first send; remove hard bounces immediately.
Immediate Next Steps
- Mat reviews and approves this plan — especially shareholder approach
- Draft “State of the Venue” letter — Shae drafts; Mat reviews and sends
- Audit PinTuna — member count, data, email capabilities
- Export TryBooking customer emails — deduplicate, clean, segment by event type
- Pick email platform and set up first campaign
Status: Draft — awaiting Mat approval. No shareholder communications without explicit approval.
See related pages: Shareholder Engagement, Email Marketing Strategy.