Helped Berkeley Country Club Drive Digital Growth
Established in the early 1920s as the Berkeley Country Club, Berkeley Country Club strives to provide a premier golfing and social experience to its members by offering excellent course conditions, practice facilities, and social amenities. The setting affords visitors spectacular views of the San Francisco Bay and its surroundings.
Here’s how we implemented our digital-first strategy to bring more members and activities to the club…
SUMMARY
Established in the early 1920s as the Berkeley Country Club, Berkeley Country Club strives to provide a premier golfing and social experience to its members by offering excellent course conditions, practice facilities, and social amenities. The setting affords visitors spectacular views of the San Francisco Bay and its surroundings.
Here’s how we implemented our digital-first strategy to bring more members and activities to the club…
OUR ROLES
The goal was to increase the visibility of the Berkeley Country Club’s brand across owned, earned, and paid media so that they could become a prominent golfing and event destination in the Bay Area. To do so, we helped them revise their digital branding efforts to target and attract a younger, more diverse audience.
We reviewed current performance based on sales reporting, KPIs, and customer demand within the marketplace to discover opportunities to enhance their digital presence and meet their business goals.
There were three primary challenges, which include:
- Brand: Take a 100-year old brand and transform it to one that appeals to today’s members.
- Reach: Develop opportunities to improve leads and consideration by investing in structured content marketing & digital ads.
- Conversion: Develop a robust digital marketing CRM with a layer of analytic reporting.
BERKELEY COUNTRY CLUB: REVIVING A 100-YEAR-OLD BRAND
Increase awareness of Berkeley Country Club’s membership benefits and other club services
Increase membership conversions of potential club members through social engagement and ads
Establish a communication strategy to engage relevant communities and demographics
DIGITAL STRATEGY
Our team outlined a proposed set of deliverables, an order of operations, division of labor, and expected dates of completion to ensure the partnership between agency and client is successful.
The goal of developing a new digital strategy was to strengthen Berkeley Country Club’s revenue streams.
We exceeded this goal by establishing ways to measure marketing ROI and by aligning marketing budget and activities with business objectives.
We infused digital branding into their sales process by exploring ways to streamline sales processes and conversions. We also developed a process to use digital platforms for lead acquisition.
SOCIAL MEDIA
To have an effective social media presence, we focused on tailoring communications to speak directly to the desired target audience. The social media communication aim was to:
- Raise awareness of Berkeley Country Club’s membership benefits and other club services
- Increase membership conversions of potential club members through social engagement and ads
- Establish a communication strategy to engage relevant communities and demographics
Our social media communication was centered on four things:
- 1. The need for community, recreation, family time, and slowing down
- 2. The Berkeley Country Club’s facilities and why it is the place to have your next corporate event, wedding reception, or banquet
- 3. Club Life or BCC members’ benefits, what it feels like to be a member: benefits, packages, experiences
- 4. Berkeley Country Club’s promotions, events, upgrades, and announcements
PAID SEARCH
We’ve developed a paid search campaign that featured two valuable offers:
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PAID SOCIAL
We created many paid social campaigns using Facebook Ads. Our goals for these campaigns were to drive brand awareness and traffic to the website.
- 1. Awareness Campaign – We used this campaign to deliver frequent brand impressions to the target audience. We did this to introduce Berkeley Country Club to a new audience on Facebook & Instagram.
- 2. Traffic Campaign – We used this campaign to deliver ads with the purpose of visiting the website for specific events/activities. We created multiple ads in order to test which events/activities attracted the target audience on Facebook & Instagram.
ANALYTICS & OPTIMIZATION
We helped the client define the most important metrics for their digital brand. Then we collated their marketing data and provided always-on, cross-channel marketing intelligence by creating comprehensive, intuitive dashboards highlighting this data to share with stakeholders.
