The Task
The challenge set before us was to brand and present a new social membership available to the public to increase overall membership and activity at the Galt Country Club, with a goal of 1,000 accounts being opened.
The Solution
A new club membership was unveiled, allowing patrons to experience the lifestyle attained with a golf and country club membership without the hefty annual fees. Orchard branded the membership by calling it “The Galt Social” and presented this membership by showcasing the numerous activities and aspects the Galt Country Club had to offer beyond the golf course. Featuring a Friday night concert series, yoga on the green, pay-as-you-play golf, ladies’ nights, family fun days and more, consumers welcomed what was once beyond their reach. The key phrase of “so much more than golf” clearly brought across the main message and gave a touch point for a further spotlight on each aspect made available at the premises.
Excitement continued to be built with renovations to the clubhouse and the grand opening of two rebranded restaurants, 1906 Bar and Restaurant and Stanley’s Grill on the Grand.
Social media, news releases, magazine advertisements and a unique website put the media plan into action and were met with overwhelming results.
The Result
With marketing targeted to specific demographics via social media and Google Adwords and interests via golf magazines, the social membership met its goal and limit of 1,000 accounts within one week of going public. A waitlist was made available for others yet interested in joining and this list continues to grow.