Marketing Strategy B2C - Leisure

Services: Marketing Strategy and Marketing Management Services

Industry: Sport & Leisure

Type: Golf & Country Club

Brief: To raise awareness of the Golf Club as a hospitality and wedding venue, and to improve upon the number of new and retained golf memberships.

Key Objectives:

• Improve the online presence of the Golf Club
• Improve consumer perception of the brand identity for the Golf Club and as a Venue
• Develop a formal advertising schedule and monitoring programme to measure performance
• Keep costs within the limited budget available

Achievements:

• Conducted a review of the existing marketing activities and the tools currently used to identify areas for focus and change 
• Researched options for an improved website offering i.e. to adapt and develop the existing offering or completely build a new site.  This resulted in presenting detailed reports and recommendations for the committee discussion and ultimate decision.
• Project managed the development of the new website from the structure, layout and design, to the content copy and images used.
• Researched advertising options regionally and specialist focus, provided reports and recommendations for committee discussion and decision.
• Project managed an exhibition.  Set objectives, designed layout of the stand and provided exhibition stand management services and follow up activities.
• Provided hands-on monthly marketing management support including advisory service, copywriting and online activities.
• Providing training and mentoring activities for the team until full time marketing personnel was hired.



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