Private golf clubs nationwide are experiencing difficulties growing their membership bases. Proforma was hired to help one of Western Pennsylvania's premiere country clubs grow its membership. Proforma developed and executed a Cross Media 1:1 Direct Marketing Campaign to accomplish the goal.

Proforma managed the entire campaign including…

• Developing the Target Database – Proforma interviewed the club's staff and analyzed its existing membership database to identify the ideal demographics for prospective members. The acquired prospect data was scrubbed against the club's membership database so as not to offend existing members by speaking to them as if they were prospective members. It was determined that the most important demographic selects for the prospect database were:
  • Proximity to the country club
  • Expressed interest in golf
  • Household income
  • Net worth
  • Children in a family
• Offer – Proforma worked with the club to develop an outstanding offer including a free round of golf with a cart, an all day family pool pass, and a discounted first year membership fee. Proforma helped the club justify the high value offer by determining what the life time value of a member is to the club.
• Creative Strategy – Proforma developed a creative strategy that would appeal not only to golfers but also to families. It was important to establish continuity between the personalized direct mail pieces and the personalized landing pages that were used as outbound and response vehicles.
• Timing – it was determined that the best time to launch the new membership drive was just after New Years. Proforma's research and the club's experience indicated that the best time to begin targeting new members is in the winter months. The postcard direct mailer was mailed several times beginning in January.
• Outbound Direct Marketing & Response Vehicles – a personalized postcard with the offer and call to action was developed as the outbound direct marketing vehicle. Personalization included the prospect's first name, the prospect family's last name, and a personalized URL (aka PURL). The call to action was for the prospect to visit their personalized website to take advantage of the club's offer.

  Prospects who visited their personalized website were greeted with a personalized greeting, provided with details of the offer and about the club, asked to verify their contact information and provide their email address, and asked to answer 2 questions pertaining to their interest in joining the club. After providing the requested information, the prospect was taken to a personalized "Thank You" page with a link to the club's primary website.

Read examples of case studies on PURL campaigns or contact Proforma Solutions to see how we can take your marketing plan to the next level with PURL campaigns.