McLeod Country Golf Club Strategic Marketing Plan 2013

Transcription

1 McLeod Country Golf Club Strategic Marketing Plan 2013 Approved by: Title: Signature: Date: Di Paez President of the McLeod Board September 2013

2 McLeod Country Golf Club Strategic Marketing Plan 2013 KPIs DESCRIPTION $$$/No. BY WHEN 1. Minimum tangible deliverables for 2013 a) Deliver a new brand Identity and blueprint along with a new statement & successfully launch into the wider community b) Launch a new food and beverage concept and achieve $930,000 in food and beverage sales c) Grow our database. d) Develop a concise, consistent communication plan for all areas of the business $6, $10,000 Bistro Lunch Café By 20% from 900 to th October 2013 July 2013 September 2013 December 2013 December 2013 December Drive Additional Membership a) Develop a junior program and complete golf package for all district schools in conjunction with the Proshop 25 Juniors March P a g e M c L e o d C o u n t r y G o l f C l u b S e p t e m b e r

3 3. Corporate Golf Day s a) Tactical advertising campaigns within corporate, local business printed publications b) Targeting social clubs with tactical business offers c) Approaching professional conference organisers in reference to the course utilised as a team building exercise d) Establish a complete Christmas package encompassing corporate golf days for end of year celebrations e) Establish a member incentive scheme on referring businesses to host their corporate golf day. % of total spend f) Advertising within other local association newsletters and magazines g) Sponsoring local networking events h) Hosting and establishing 2 x charity days promoting via active PR i) Partnering with local tourism organisations through business events Brisbane Marketing, Tourism Queensland j) Aggressive search engine optimisation and search engine marketing with key suppliers, sponsors, partners and like minded businesses k) Establish listing and subscriptions with targeted third party sites within the meetings, incentives, conference & events industry and associations team building companies, online incentive websites. l) Cross promotional campaigns and offers within existing conference / seminar clientele 4 x Corporate Golf Days Min 60 per group $4200 each day 31 st December P a g e M c L e o d C o u n t r y G o l f C l u b S e p t e m b e r

4 Key Learning Outcomes As a team Greater need to recognise improvements and the need for change Work to formulate a strategic plan to move forward instead of band aiding the existing problem Enhancing the overall experience for both golfers & non golfers As a strategy Achieve a better understanding of the market around us and what our consumers are looking for Work on value add rather than discounting Simplify our content Target Market McLeod s target market is comprised of small local families seeking not necessarily a great golfing experience, but a community club with a quality restaurant and function facilities. Segments McLeod s target market consists mainly of two market segments defined by reason for visit, which can be further segmented in sub segments by whether different marketing is required in order to reach them. As follows: Leisure - Ladies - Golf members - Families - Day visitors (Restaurant, Espresso Bar) - Event Attendees (Weddings, Social Events) Business - Group Conference & Events - Corporate Golf Day s 3 P a g e M c L e o d C o u n t r y G o l f C l u b S e p t e m b e r

5 Profile Current Members years old, retired New Target Market - Families, married with children under the age of 15 years. - Live within 50kms of the clubhouse with majority from the immediate local centenary area (ABS 2011 Census). This includes Westlake, Middle Park, Riverhills, Sumner Park, Jamboree Heights, Jindalee, Seventeen Mile Rocks - Parents are aged between years. Median age of 38 years. - Have a moderate income. Average income males = $1500 -$2000 p/week but use this wisely. Looking for value for money. - Work in the Healthcare & social assistance, Education & Training, Professional, scientific & Technical services, manufacturing The wants and needs of our customer - To feel part of a community - Time poor seeking short, flexible options for keeping fit and recreation - To feel they have received the best value possible - Quality & challenging course - Great quality food, fresh & reasonably priced Family Friendly Atmosphere - Budget conscious, have family that live close by - A venue that entertains and adds to their social calendar each week - May not necessarily be golf fanatics, but want a central location to meet up with friends, family, or escape cooking another meal at home. What outside perception does the consumer have on the physical product we offer our customers? - Great course conditions, well managed competitions but food & beverage along with service doesn t match. - Clubhouse is underutilised, dated, unappealing to the visitor - Sense of arrival, location and navigation around the area is unappealing and hidden - Outside perception that we are still only a club for women - Services only cater for the current membership base Service style is inconsistent, not clearly defined - Membership is confusing with the number of categories offered. 4 P a g e M c L e o d C o u n t r y G o l f C l u b S e p t e m b e r

6 Who Are Our Competitors Golf Direct - Gailes Golf Club - Oxley Golf Club - Jindalee Golf Club Dining Direct - Nook café Mediterranean - Jindalee Golf Club Reef & Beef / Pizza & Pasta - Nicks Reef & Beef / Modern Australian - Hotel Monier Modern Australian San Marco Modern Italian Functions & Weddings - Mt Ommaney Apartments - The Jindalee Hotel - Oxley Golf Club - Gailes Golf Club - Indooroopilly Golf Club - Ipswich Golf Club - Mt Coot-tha Botanic Gardens Competitive Positioning Overall - We represent the middle ground in the marketplace. - Course conditions are improving, but our service levels are mixed and confusing - Dining options and value for money doesn t match our competitors priced ourselves out of the bistro market. - Constitution restricts us from adapting to change 5 P a g e M c L e o d C o u n t r y G o l f C l u b S e p t e m b e r

7 Unique Selling propositions of our business What are the key things that are unique to us that will cause our customers to book with us? - Quiet area to catch up with friends and family. Ample space and parking available - Run weekly beginner group golf lessons - Café with a view - Water on play on 15 out of the 18 holes and requires technical strategy - New Restaurant reopening in the area Golf course - The deer! we can leverage from this - Strong friendships profiles on members, length of friendships - Challenging course with 15 out of the 18 holes surrounded by water - Great beginner program / comps Krys Stacey club champion - 18 holes rather than playing 9 twice ie Jindalee - The most Friday availability in the region Functions - Our function room is pillar less, with separate entry & bar - The only café with a view. Other café s overlook shopping centres or carparks - Free parking - Offer Ceremony and Reception in the one location What is our low risk offer? 1 or 2 that will make our customer get off their seat, pickup the phone and call? - Kids Play, Eat Free? (2 x games of golf free) - New restaurant, new team, new experience - Can you spot the deer? 6 P a g e M c L e o d C o u n t r y G o l f C l u b S e p t e m b e r

8 Partnerships (they don t pay to be apart of our club companies we want to work with) Schools within a 20 km radius Kindergartens, pre school s, playgroups Mother s groups Book clubs Industrial Mining companies Chamber of commerce Rotary Brisbane City Council Local medical centres Dealerships Brisbane Marketing Other sporting associations bike riders, Yoga, Pilates Instructors, Personal Trainers What is one word that typifies our brand: Family Community Not just Golf Marketing Measurement 1. Member satisfaction Survey Monkey Quarterly 2. Increased web activity. Monitor Monthly 3. Dining activity Dimmi booking system, No of Covers each dining period. Weekly monitoring 4. Direct tracking report for Group golf bookings, Function activity, lead times, source of business. Weekly 5. Database management Weekly Key Business Drivers (what we can t live without). - Strong enquiries with regular follow up - Strong brand identity Current identity is mixed, confused and changes too often - Professional & timely services - Special Events See special events calendar - Tools to go out to market Uniforms, Collateral: professional brochures, DL Flyers, restaurant, tradeshow theme 7 P a g e M c L e o d C o u n t r y G o l f C l u b S e p t e m b e r

9 Essential Marketing Needs Department / Area Description Medium Golf Membership McLeod General Membership Categories, Beginner programs, Unique Selling points, Price points DL Flyer for Junior Clinics Need a program name? Themed Bambi, stags, bucks Pro newsletter McLeod branding, designating Social Play Passports Member Welcome Pack Fixture Book layout revised to include paid advertising, consistency in style, branding, new supplier. Member offers Overall snapshot of our business Highlighting 4 x key areas Golf, Bar & Bistro, Functions, Weddings Brand Style Guide Details corporate branding, colours, fonts, writing styles Photography Shot list required Panoramic Backdrop of the course All in one brochure outlining services and facilities. 4 x key areas with equal space/content Brochure DL size DL Flyer mail drop, schools EDM Printable Wallets detailing course rules, maps, dining options, latest offers Inserts revised. Referral Offers Book rather than print 2 x Pull up banners 1 x book 1 x soft copy Digital Medium similar to a pull up banner to be used in tradeshows (to select standard size for trade events) DL Fold out Brochure 8 P a g e M c L e o d C o u n t r y G o l f C l u b S e p t e m b e r

10 Logo refreshed to incorporate family, events, fun Digital Events Dining 1. Signage 2. Main Sign 3. 4 x Fixed Flags Bar & Bistro, Functions, Weddings, Golf 4. Carpark Entry Sign (remove Exit Sign) 5. Main Clubhouse Reception Bar & Bistro 6. Westlake Sign (in Garden / lit up) 7. Practice Range 8. Espresso Bar located near pathway down to ladies tea room 9. Proshop (1 x Reception, 1 x stairs off ladies tea room, 1 x carpark) What s on Awareness once members, visitors are onsite Floor plans What s on, dining specials, golf events Menus 1. Menus 2. Wine List 3. Beverage List 4. Snack & Lunch Menu 5. Dinner Menu Dining Ad Template brand awareness in print media TV or A Frame Digital DL table talkers / Can take home. Not in cases Menu folders Downloadable from website Digital Compiled by Matt Simpson for the board of directors McLeod Country Golf Club August P a g e M c L e o d C o u n t r y G o l f C l u b S e p t e m b e r