Glenbervie Golf Club
Membership and visitors are the lifeblood for any golf club and Glenbervie Golf Club is enjoying a healthy return on investment.
Situated in the home of golf, Scotland, Glenbervie Golf Club is a championship course, ranked No 94 in Scotland’s top 100 golf courses of 2015. A challenging par 71 (we can confirm challenging) woodland course, overlooked by the stunning landscape of the Ochil Hills. Renowned golf course designer and architect James Braid has Glenbervie Golf Course design as one of his many achievements, along with courses such as Gleneagles, Carnoustie and Royal Musselburgh.
Like many of the UK’s golf clubs and courses, Glenbervie Golf Club were experiencing the same challenges. Membership levels could be better, visiting parties needed to increase, corporate guests could be more evident and the club facilities could be used by a wider network better.
Like most, the committee question was, “How do we achieve a more sustainable club and for a budget that will offer a healthy return on investment”. The committee proposed a tender process to examine suitable marketing and communication partners that could deliver new communications and a new website facility for the club.
After a competitive tender and pitch process, Advanceworx were selected to partner with the internal marketing team at Glenbervie to address all objectives.
Our Creative Process
As with all projects, we worked closely with the internal marketing team at Glenbervie Golf Club to audit the existing collateral and communications and research the current member demographics and visitor patterns.
Following a communication strategy document and agreement, we developed the User eXperience (UX) journey for the new website, across mobile, tablet and desktop systems. Our creative department drove the visual communications for the brand and bespoke photography was choreographed and shot to provide continuity with communication messages across all medias. This approach also allowed us to match our demographic audience strategy; male, female, juniors, seniors and families.
Our creative strategy was also to create a site that allowed each demographic to navigate the site to easily access the information they wanted. Strategic call to actions were developed to encourage online visitors to engage with areas that we wished to drive traffic to. These were based on membership enquiry, increased use of facilities, including coaching and club social facilities.
We developed the facility for a series of videos to appear on the site, created by the club and Julia Hounam, which allows the club to communicate an approachable and personable culture. Our graphical hole by hole course guide allows you to plan your game (as best as some of us can) whilst addressing layout, yardage and hazards.
The website caters for all and all of their requirements. News and competition information is now easily accessible and this has been greatly received by members.
A critical facility was to incorporate linkage for members and visitors to Book a Tee Time. Something that has seen increases in bookings as well as meaning the management of this is not as cumbersome or time consuming for club management as it was in the past. This facility was created working with 3rd party application BRS booking system, with Advanceworx re-designing the Glenbervie BRS booking page to keep brand consistency that members never feel like they have left the main site.
The website is built as a responsive site, allowing visitors to view the site easily and quickly in mobile, tablet and desktop devices. The set up of the site is driven to meet the criteria set out by Google. Content strategy is in place to provide visitors guidance and insight; which Google will assist in ranking the website placement better. Unique URLs for all site pages also assist with Google, as well as providing easy share to social media platforms.
The Content Management System (CMS) is developed through industry recognized Joomla! The system allows administrators to easily update all areas of their website. Content, images, new sections, pages, news and critical information are something that even a novice user of CMS systems quickly feel at ease with and embrace. The website also has a form manager, integrated within the management system of the site, allowing the club to gather critical membership enquiries, competition submissions, and create new forms for special events.
With Google Analytics set to the site, we are continually monitoring visitor journeys to take action to what this data provides us and plan new strategies and campaigns. Linked to social media platform distribution, the campaigns are now experiencing multi-platform engagement with all varied audiences and in a wider geographical scale. One instance of this success has been one visiting party, engaged with on social media, making a visitor booking for 28, with full day food facilities and hire equipment. Another such example would be an oversees visiting party engaged with through the website and social media outputs, enjoying Glenbervie Golf Club as part of their tour of selected Scotland golf courses. Two days for 20 individuals on one of the clubs structured visitor packages.
The technical facilities built for the club have all been delivered with full training and user documentation as well as support. Along with our creative department, our technical specialists have delivered a project that the club have seen multiple benefits from in club and brand awareness as well as revenue channels, that has everyone delighted with the return on investment.
The Success Statistics
The website, offline communications and social media platforms, have complimented the club's own developed incentives from the internal marketing team, including open days, improved facilities and development of their 4-tired corporate sponsorship framework and have collectively delivered some impressive and sustainable results:
- Significant increase of online visitors
- Social media followers and engagement increased by 300% in first two months of launch
- Membership retention and new members have been positive
- Corporate partnership revenue has increased
- The visitor revenue exceeded their target
- Increase in online users accessing, using and spending greater time on website through mobile devices
- 5 X increase in online enquiries through new website.
We have continued our relationship with Glenbervie Golf Club over the two years past the initial communications launch and Ronnie Neil of Glenbervie Golf Club commented:
From the initial proposal delivered by Advanceworx, the board of Glenbervie Golf Club were confident that we had found a supportive and creative partner to deliver our new communication and website project.
What became evident from the early stages was that the level of research and audit of our audiences, prior to setting anything out, was impressive and provided critical data for considerations to new communications, as well as important information for the club to consider strategy.
The marketing strategy, brand development, management training and facilities to develop our brand and communications was something that exceeded our expectations.
With Anton Lang acting as our account manager, we were keep in close contact with Advanceworx and relevant project team members which allowed for a very smooth delivery of our project, on time and to agreed budget. This was a critical element, as we had a board to report to and having good communication channels available at all times assisted with the relationship, between us, Advanceworx and our board members.
We are delighted with the new communications and website.
Previous members and new visitors to the club comment on the brand and website on regularly. I would like to stress that for us, it was critical that we received something that offered sustainability going forward as a club, in what has been challenging times within our sector, that new revenue channels have been opened and realised further to Advanceworx partnering with us.