Clandon Regis Golf Club
3 Month Campaign
ABOUT
Clandon Regis Golf Club is a member's run club an situated just outside Guildford on the A246 Epsom Road at the foot of the Surrey Hills. It is a 18 hole, par 72 course and has a wide variety of members including: juniors, young adults (academy), over 80's and various social membership options.
CAMPAIGN GOALS
The aim of this campaign was to increase memberships amongst males and females aged 35yrs+.
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This involved an organic campaign and supported by paid media across Facebook and Instagram for a 4 week period.
CHALLENGES
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The lack of resource and knowledge of how to plan and execute a consistent content schedule
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Challenge of moving their digital strategy into a digital strategy - social media was very new to the golf club at the start of the campaign
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Difficulty clarifying and delivering a clear brand voice
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Difficulty producing on-brand graphics that enabled the school to be easily identifiable in social media feeds
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A misunderstanding of brand guidelines which had previously caused errors in the colours used in posts
WHAT WE DID
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Defined and implemented a consistent content schedule (a min. of 5 posts per week)
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Generated 49 MQLs from the paid Instagram and Facebook campaign
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Increased engagement levels across all channels by a minimum of 200%. This was maintained throughout every month except December (a typical quiet period).
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Were reliably on-hand to receive content and publish immediately to all relevant channels, keeping key target audiences up-to-date with live activities
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Ensured that the golf club were capitalising on key themes and events in the education sector
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Carried out engagement activity with key target accounts
BEFORE
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Inconsistent graphics that didn't adhere to brand guidelines
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No highlights to communicate key club information
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Inconsistent, random use of hashtags
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Poor post descriptions that were hard to read
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Messages that didn't communicate key information to their key target audiences
AFTER
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Increased engagement across all channels​
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Created highlights on the club's Instagram page to communicate key information such as 'Customer Reviews' and 'Memberships'
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Increased credibility by posting customer reviews on the feeds of all social media channels as well as lifting them into the story highlights on their Instagram page
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Improved the relationship between the golf club and its current members by running weekly poll questions such as 'How many hole-in-ones have been scored at our golf course since 1994?'
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Made sure that we published a good number and variety of promotional posts encouraging people to join the club to prioritise the sales goal
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Introduced video content to drive more engagement
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Tagged relevant accounts such as 'Golf Shake', a golf review website, to further increase the reach of posts
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Identified and created a content plan that ensured the club were keeping on top of communication with its members.
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