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The background
Kingsway Family Golf Centre, in Cambridgeshire, was developed in the 1980s and acquired by the current owners in 1996. It has a 9-hole golf course, Par 3 pitch and putt, FootGolf, heated 40-bay driving range, indoor coaching area, American Golf Store and a small café/bar.
In 2017, after drawing up a business plan,
the manager James Watts and professional
Chris Hattersley, saw the potential for
expanding their already successful coaching
and beginner activity.
They met with England Golf staff to discuss
the opportunity and develop a marketing
strategy as well as seeking advice on their
local demographics which highlighted that a
substantial group of people living within a short
drive of the club fitted a ‘Casual Fun’ profile.
People in this group typically enjoy the social
side of golf, especially spending time with
family and friends, and playing informal and
varied formats. They have an above average
response to marketing such as direct mail,
email and social media. Their average age is
42; 30% are women – and cost is their main
barrier to playing golf.
Kingsway Family Golf Centre Cambridgeshire
SUCCESS STORY
Successfully attracting new women golfers by understanding the market and offering a great coaching programme
Action The club used this information to target
women in this group and created an
attractive Get into Golf coaching pathway
for them. It offered free initial taster
sessions, low cost four-week beginner group
sessions including coffee, and learn to play
afternoons finishing with Prosecco! Next was
intermediate four-week follow-on coaching
courses and weekly roll ups.
This was marketed with a flyer drop based
on England Golf’s catchment data, use of Get
into Golf marketing materials at the centre,
emails to the database of the club and the
Professional, and a social media campaign
across Facebook, Twitter and Instagram. This
included paid for advertising, post boosting
and outsourcing.
Kingsway Family Golf Centre Cambridgeshire
SUCCESS STORY
By taking part in an
introductory coaching
course between April
2017 and September 2018.
Almost all of them went on
to take further coaching at
the club.
An average of £242 per
person. This included
lesson fees, refreshments,
range balls, equipment and
green fees, which 74% of
ladies purchased.
Social media marketing
proved successful and
helped to attract both
females and younger
golfers, with some signing
up their kids for the junior
academy, generating
additional revenue.
The centre launched a new website in spring 2019, has big redevelopment
plans for 2020 and has developed their women’s pathway to include a new
six-month academy membership for 2019, consisting of Par 3 membership,
9-hole vouchers, monthly coaching clinics and bi-weekly fun competitions.
Results
The Future
WOMENINTRODUCED TO GOLF
SPEND AT THECLUB IN 6 MONTHS
WOMEN & CHILDREN ENGAGEDTHROUGHSOCIAL MEDIA
87 = £20KEXIT
EXIT
EXIT