Elements:
Economic
Market Overview:
An analytic review of the economic statistics and dynamics of your
market, and trends likely to impact your golf market in the near
future, in order to evaluate new and emerging revenue sources for
you to target.
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Demographics/Player Model:
A study of golfer demographics at your course; who is playing, when,
and how frequently. The results of this study are critical to
realizing exactly where you stand in positioning your golf course in
your market place. You can't plan for where you want to be unless
you know where you are.
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Primary
Business Target Overview:
A review of geographic targets and the marketing programs and
strategies that will be implemented to capitalize on these existing
revenue generating opportunities. (Re: outside play, membership
play, group business, tournaments, partnership programs, discount
golf, and frequency marketing programs.)
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Competitor Analysis:
A thorough marketing and business analysis of your top six to 12
competitors. This report will be used as a foundation from which to
build an aggressive marketing plan tied to significantly increasing
rounds played in all Primary Business Target segments.
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S.W.O.T.
Marketing Analysis:
Strengths, Weaknesses, Opportunities, and Threats--An objective
review of your courses strengths with the area golfing public,
weaknesses as compared to your competition, revenue opportunities in
the market that you have not addressed, and threats from your local
golf market that may cause revenue losses if not reviewed,
evaluated, and acted upon.
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Marketing
Revenue Plan (MRP):
Generating a realistic annualized marketing revenue plan based on
goals and objectives identified during the budgeting process. The
MRP focuses on new annual revenue opportunities discovered through
the demographics/player model, competitor analysis, and the S.W.O.T.
analysis broken down into specific business segments.
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Calendarized Marketing Revenue
Plan:
Using historical data, or realistic projections for new courses,
a calendarized revenue plan is developed to annualize
objectives; breaking them down into monthly or quarterly revenue
numbers to be obtained. The smaller the accounting increment is,
the more attainable it will appear to your pro shop team.
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Marketing
Strategies and Tactics to Reach Objectives:
A detailed narrative of the strategies and tactics that will be
employed, and by whom, to reach stated MRP objectives. This section
will detail the 'who, what, when, and hows' of personnel activity
necessary for your marketing and revenue objectives to be
realized.
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Advertising
and Media Marketing:
Media marketing services are available to determine the most
advantageous mix of promotional vehicles (newspapers, magazines,
billboards, direct mail, etc.) needed to reach MRP objectives.
Budgets will be generated and tailored to attain these objectives.
This portion of your courses marketing plan includes a critique of
existing ads and promotions, while over viewing the proposed plan
and budget rationale.
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Advertising
Stylebook
In-house, PALADIN can economically create an ad stylebook
that will include all ad formats and ad sizes likely to be used in
the promotion of the course. The stylebooks include: ad sizes, ad
formats, all copy positioning, font styles and sizes, and golf icons
to be used reflecting the uniqueness of your course.
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Collateral
and Fulfillment Materials Design and Production:
In-house services are available to design and monitor the production
of the collateral and fulfillment materials you will need to
implement your marketing plan: rack cards, brochures, group business
presentation, membership materials, direct mail, printing, and
photography at significantly less expense to you than current market
averages. To view pictures of
materials. Click
Here
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Research Surveys:
The two most critical research surveys you will need in the creation
of your marketing plan are 1) the Demographics/Player Profile, and
2) the Competitor Analysis. To complete these surveys takes time.
But, initially, reliable research can be gathered in just days. Each
of these surveys, independent of themselves, is invaluable to the
creation of a sound marketing plan.
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Evaluation
of Annual Marketing Goals:
To all Paladin Golf Marketing clients this is a service
delivered in the fall of every year that reviews the highlights, and
pitfalls, of our marketing activities and how we performed in
reaching our objectives quantitatively.
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Sales
and Marketing Audits:
Weekly, bi-monthly, monthly and quarterly sales and marketing audits
can be arranged for through PALADIN to monitor the success of
the marketing plan based on objectives. After an overview with the
sales person (usually by phone), management will receive a written
account of successful activities and, also, tasks that require
additional attention. These audits represent a necessary tool for
management to effectively evaluate the ability for his/her club to
reach profit plan objectives and maximize revenues.
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Contests
and Incentives to Inspire Results:
PALADIN's service doesn't stop with identifying revenue
opportunities and delivering a marketing plan for achieving
objectives. Often, course owners are faced with a personnel pool
that have never focused on "marketing" their course
aggressively. PALADIN is able to reduce personnel stress
levels while the course embarks on aggressive marketing activities
by creating appropriate contests and incentive programs that ease
all employees towards participating and succeeding in identifying
new revenue sources and achieving new course rounds and revenue
objectives
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3019 Forest Club Drive
Plant City, Florida 33566
28n01, 82w07
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