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How we helped a leading South West Golf Club
Social Media Strategy
Through careful analysis of local competitors and current practices a social media strategy was created for the year.
Different target demographics were identified and key selling points were created for each. Specific adverts were built in to appeal to these differing audiences and the correct platforms identified for best engagement.
Brand consistency was a key feature in the strategy ensuring that all messaging was kept on brand and focused on key target audiences.
Content was created using both traditional photography and drone footage to allow a varied mix of photos, reels and stories to showcase the golf club at its very best.
This strategy has been central to the golf club securing significant growth in revenue, across multiple income streams, in the time that we have been working with them.
Tee sheet Optimisation
We carried out a full review of both member and visitor booking tendencies by analysing all available tee sheet data and identified under used areas of the tee sheet.
In particular weekends had large periods of time reserved for members that were not being used.
A targeted paid adverts plan was put in place across multiple social media channels to promote these new tee timings to visitors
Opening these up to visitors resulted in rapid increases in revenue in the region of £1000 per week just in these identified slots.
Unique selling points
Working with the club and a number of key stake holders we identified winter golf as being an excellent selling point for the golf course due to both its location and how well it drains.
Working alongside the Head Green Keeper the decision was made to remain on main greens all winter.
A series of high profile promotional events were run to promote the course. New winter Membership packages and promotional deals where created and run throughout the whole winter period.
This strategy resulted in 130% increase in green fees over the 5 months, compared to the 22-23 season, alongside in excess of £20,000 in new members joining the club during this period.
Email Marketing
A more traditional form of marketing but a very successful one nevertheless.
We introduced a new electronic sign-in system for all visitors using either QR codes on smart phones or a sign in form on a computer in the pro shop.
Visitors opting into marketing received automated welcome emails which shared additional information about repeat bookings and membership offers.
They were also added to newly created visitor email database that was emailed weekly inline with the social media strategy to further enhance the reach of the promotions that we ran.
Analysis of click through rates from email marketing shows high levels of impact in terms of repeat business in green fee sales and over £10,000 of new memberships secured from visitors on the email marketing lists.
Financial reporting
We worked with all department heads across the golf course to introduce financial monitoring and tracking.
Template reports were introduced to allow essential cost and revenue metrics to be tracked weekly, monthly and quarterly. Through this process department heads were given increased insight to their areas and were empowered to make better decisions to effect the golf clubs profitability.
To further secure success refined incentive schemes were introduced that were linked directly to key performance metrics.
This process has lead to significant improvements in multiple areas of the golf club, specifically increasing the profitability of departments by allowing better controls of costs and monitoring of revenue.