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Beekman Country Club Project
- 1. Beekman Country Club Presented by: Mongoose Marketing Consultants Page 1
- 2. Introduction • Mongoose Marketing Consultants • Established in January 2011 • Four marketing experts: • Team Leader Jeremy Chin • Communication Specialist and Ethics Coordinator Camellia Ardalan • Project Planner Kimberly Numann • Brand Manager and Morale Officer Julianne Homola • Purpose Page 2
- 3. Problem Statement Beekman has a lack of direction in their marketing promotions that has led them to a diminishing customer base and low brand awareness Page 3
- 4. Marketing Objectives • Increase our customer base by 15% within the next two golf seasons. • Increase brand awareness by 20% within the next year among the target market. • Increase revenue by 10% year on year for the next five years. • Increase the scope of the company’s network by 20% through the use of social media sites such as Twitter and Facebook. Page 4
- 5. Marketing Mix Strategies Page 5
- 6. Product Strategy • Their current product mix of golf, restaurant, and online store works efficiently • Prices, memberships, and accommodations are similar to their competitors • Skills camp and training program in the summer months for children and teenagers • Changing their current logo. • Renting out restaurant and renovating buildings Page 6
- 7. New Logo Page 7
- 8. Price Strategy • Low prices • Offering great value to the consumer. • For a one week (five day) camp session, the cost will be $275 Page 8
- 9. Promotion Strategy • Create an online digital counter • Twitter and Facebook links on website • Setup an online live tee time schedule • Social Media pages Page 9
- 10. Promotion Strategy • Print Advertising • Budget: $11,350. • Clipper Magazine • $6,000 • The Hudson Valley Magazine (HVM) • $1,450 • ValPak • $3,900 • Radio • WSPK 104.7 FM and WPKF 96.1 FM • 5 days a week, 1 ad per day; Thursday through Monday • March-May • 5 o’clock slot to target commuters most effectively. • $7,500 Page 10
- 11. Clipper Magazine Page 11
- 12. Hudson Valley Magazine Page 12
- 13. ValPak FRONT: BACK: Page 13
- 14. Promotion Strategy • Google • Google AdWords. • Pay-per-click advertising • Cost-per-thousand advertising • $5,600 ($700 a month with 50 clicks per day maximum) • March 1st to October 31. • Facebook • budget a minimum $5 a day for seven days a week • March 1 through October 31 • $1,120 Page 14
- 15. Promotion Strategy • Hotel Collaborations • Brochures distributed to local hotels • 7 hotels in the surrounding areas. • Total cost them around $1,500 • from March 1 through September 30 • Utilize an 1-800 toll free number • Five-color highlighters • Golf Tournament (1st weekend in June) • Post tournament reception Page 15
- 16. Brochure Page 16
- 17. Brochure Page 17
- 18. Promotion Strategy • Collegiate Partnerships • Marist College • Vassar College • Dutchess County Community College • SUNY New Paltz • Work with the Golf Clubs or Teams • Students can purchase a ticket for a discounted price of $30 that includes lunch and the use of a golf cart Page 18
- 19. Budget Total Budget: $33,490 Page 19
- 20. Schedule Page 20
- 21. Evaluation & Control • Facebook and Twitter followers • Coupon Codes • Year End Financial Statements • Survey Page 21
- 22. Thank You Any Questions/Comments? Page 22
Editor's Notes
- The purpose of this presentation is to provide Beekman Country Club with a variety of strategic marketing adjustments that could potentially help them develop a specific focus within their marketing promotions. This marketing plan also strives to provide Beekman with an opportunity to build operational excellence and increase profit margins.
- New target marketnon-professional golfersbetween the ages of 18 and 40 Lives in the Hudson Valley area Has a full time jobMales and femalesSingle, married or has a familyGeneration Y and the latter half of Generation X
- Summer CampIt would be held several different weeks throughout the summer and would generate revenue as well as bring in potential new customers.
- They are in desperate need of a major overhaul to their promotion. They have a minimal online presence and little interaction with cyberspace. They need their consumers to utilize their website, actively follow them on Facebook and Twitter, and be able to readily find information on specials and events taking place at their country club.
- ClipperMagazineprovides advertisements and coupons, reaches 230 million people annually75% of Clipper issues are read by at least two people per household. cost of advertising in Clipper Magazine will be $6,000 from March 1 through August 30The Hudson Valley Magazine (HVM)It is distributed to seven counties within the Hudson Valley and informs readers of people, places, activities and issues that encompass the Hudson ValleyMarch through August advertisements 21% of their readers are golfersCould reach 3,400 people who are interested in golf if all 16,206 recipients of the magazine actually read it Advertise in six issues of Hudson Valley Magazine, Beekman will have to spend $1,450ValPakoffers consumers free coupons for automotive, grocery, and health, as well as restaurants and shops.provide businesses with the chance to simply advertise through their direct mailingValPak advertising could promote a positive image, build an image with the local communitydirect mail to different zones with the most effective demographics April 1 until September 30Utilize three zones (of 10,000 people each) surrounding Beekmans course Cost $210 per month per zone, $3,780 for six monthsreach approximately 30,000 households$20 a month for a tracking number on their advertisements. Total $3,900 for six month
- Hotel: print approximately 5,000 copies, Each hotel will receive between 650-700, mask number for evaluation purposes. They should maintain this number year-round and renew from year to year,50 highlighters per month for each of the seven hotels, for a total of 2,500 highlighters.