Marketing Services

PR Stunt

Company: Professional body for Golf Course Architects across Europe
Service: PR and Communications consultancy
Brief: to develop a strategy to deliver a new five year plan for the Institute
Activity: The Council had finalised a new five year plan and was looking for support to help the Institute meet its goals for the membership. They were seeking advice advise on the member and commercial partner offering and create a plan of action for the company to be the voice of the profession.

Business Objectives

  • Communicate offering to members/partners
  • Raise profile of members and their capabilities within golfing community
  • Maintain membership level
  • Provide opportunities for members/partners to engage

 PR objectives :

  • Increase website performance
  • Create content to ‘hero’ member expertise
  • Encourage engagement by members/partners
  • Systemise communications activity

Research, Planning & Strategy

A survey for members, partners, specialist media and a cross-section of the golfing community provided valuable insight for the strategy.  Responses included:

  • Convince golf clubs/developers of the benefits of contracting members
  • Emphasise the breadth of members’ capabilities
  • Communicate what differentiates members from non-members

Stakeholder analysis:

  • Golf course architects – members and non-members
  • Industry partners – current and potential
  • Consultant partners – current and potential
  • Wider golfing community – national federations, course management, players

Budget – $10,000- 25,000

Timeline – 6 month duration

 

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