



Where You’ll Be Treated Like Family
The Club at Colony Creek is a private golf course and country club that enjoys an excellent reputation for its 18-hole golf course, welcoming atmosphere, engaging social events, and the best food in Victoria. We pride ourselves on our ability to provide customers of every generation with an enjoyable and fun-filled experience and hope you will decide to join us.
Summary
The Club at Colony Creek is a private golf course and country club that has maintained an excellent reputation. Amenities for those who hold memberships have access to its 18-hole golf course, welcoming atmosphere, engaging social events, and the best food in Victoria. The staff here pride themselves on providing customers of every generation with enjoyable and fun-filled experiences.
“The Club” has been a consistent market leader in their facilities and is known for hosting a number of the largest “Crossroads” region (Victoria County and each adjacent county) golf tournaments over the years. However, following the economic downturn of 2008, they faced the same debacle many private clubs faced: a decline in membership. This put pressure on ownership and management forcing them to get creative to produce revenue from alternative sources such as social events.
The Club at Colony Creek responded to this obstacle by partnering with Building Brands Marketing in 2021 to take a proactive approach. Working together towards increasing membership and event revenue, The Club at Colony Creek desired a complete rebranding, implemented a search strategy, and utilized storytelling to raise additional awareness of their facility. These efforts helped to leverage targeted content across social media and lead nurturing to convert more consumers into the sales funnel. Application of these tactics with full force ultimately resulted in record-breaking growth of membership for The Club and numbers continue to remain on the increase.
Targeted Audience Segments
As The Club’s marketing strategy evolved, BBM and The Club developed content which targets two distinct audiences:
- • Prospective members—Speaking to the next generation of club members who are digitally savvy, expecting answers to their questions to be discoverable online as they navigate the consumer journey.
- • Event hosts and planners (Weddings, Corporate Outings, Business Organizations, etc.)—Speaking to event-related audience segments that would be potential event prospects through targeted messaging depending on the segment.
Defined Strategy & Budget
We first had to put together a comprehensive marketing strategy with a defined budget clearly defining our KPIs, with the most critical being 40 new members per year. Needing to develop a strategy that not only would recruit new members but retain existing members, it was determined brainstorming a campaign message and a fitting tagline were to be made a priority.
Using Video & Photography To Tell Stories
- 1) The facilities needed to be showcased and bragged on with commentation from their top-notch Golf Pro to their award-winning Chef who operates one of the most consistent dining facilities in the Crossroads region. Drone video and photo remarkably captured the course facilities while our cinematic equipment allowed for an embodied viewing experience of events and other related on-ground footage.
- 2) Stories provided by golf and social members recognizable by the community who had been active within the The Club for extended periods of time helped to demonstrate the many benefits, incentives, and rewards reaped by having continued their membership program.
The End Result
At end of 2021, we added 134 new members in that year when our target KPI was 40 new members within that year, by end of the year. We outperformed our target membership number by 337%. Since beginning with The Club we have grown the total membership to date to 480 members and counting.
Set For The Future
Private clubs today are aware more now than ever that their digital footprint and strong online presence is the dominant driving force behind channeling success in day-to-day operations and reaching revenue objectives. As the digital landscape continues to evolve, The Club at Colony Creek’s website and inbound marketing strategies will continue to play an ever-important role in increasing prominence around golf tournaments, booking new events, securing new social memberships, and uniting golf members to gather to play the game they love, ultimately growing golf memberships. Building Brands Marketing is excited to be a valued partner, guiding and collaborating together with The Club to continue these successes.
Project Information
Client:
The Club at Colony Creek
Location:
301 Colony Creek Drive, Victoria, Texas 77904
Date:
April 21, 2021
Website:
https://theclubatcolonycreek.com/