MANAGED MARKETING
HOW MANAGED MARKETING IMPROVED PROCESSES AND SET UP OWOSSO C.C. FOR SUCCESS
Owosso Country Club
OBJECTIVES
- Increase lead generation to grow membership
- Enhance communications with current and potential members
- Improve operational efficiency within the club’s administration
- Boost public play participation and awareness of the club’s public restaurant
STRATEGIES IMPLEMENTED
Lead Generation through the Website
- Membership Guide and Email Capture: We created an engaging membership guide that potential members could access by providing their email addresses on the website. This strategy not only generated immediate interest but also built a valuable email list for future marketing efforts.
Automated Email Outreach for Membership Drives
- Email Automation: To sustain momentum from the initial lead generation, we set up automated email sequences that nurtured potential members by providing them with detailed information about the club, benefits of membership, and upcoming events. This consistent outreach kept Owosso top-of-mind for potential members.
Improved Member Onboarding Processes
- Onboarding Email Flow: Once individuals became members, an automated email flow was triggered, delivering onboarding materials and welcome messages. This automation reduced the administrative burden on the membership team and ensured a smooth, consistent onboarding experience for new members.
Leveraging Public Play Days for Lead Generation
- Tee Sheet Utilization: We encouraged Owosso to use their tee sheet to capture emails during public play days. This simple yet effective strategy provided a steady stream of leads that could be nurtured for future membership drives and promoted the public restaurant on the property, increasing overall awareness and patronage.
Enhanced Member Communications
- Monthly Newsletter: We established a consistent monthly newsletter that kept members informed about club news, upcoming events, and exclusive promotions. This initiative not only improved communication but also reinforced the club’s branding through uniform email templates and consistent messaging.
KEY RESULTS
Increased Lead Generation: The email capture strategy on the website and during public play days resulted in a substantial increase in potential membership leads which will prove to be beneficial in the spring season.
Enhanced Operational Efficiency: Automating email outreach and onboarding processes saved considerable time for the membership team, allowing them to focus on other critical tasks.
Improved Member Engagement: The monthly newsletter and consistent communication through email and the Club Caddie bulletin board has fostered a stronger sense of community among members and increased participation in club events. Increased Awareness and Patronage: Public play day lead generation and promotion of the public restaurant heightened awareness of Owosso’s offerings, attracting more visitors and potential members.