Hazeltine National Golf Club’s Proven Strategy that resulted in Over 150 New Members Like many private clubs, Hazeltine felt the impact of the “Great Recession”; declining membership and pressure to increase wedding and event revenue. With the emergence of content marketing, social media and SEO, Hazeltine, together with StoryTeller, became one of the first private clubs in the country to turn its website into a dynamic lead generation tool. Join Ed Heil and Ruth Glaser, former Director of Sales and Marketing for Hazeltine, for a 45-minute webinar as they uncover the proven strategy that led to a 65% increase in event business, 60% increase in tournament revenue and over 150 new members across all membership categories.

1. Hazeltine National Golf Club’s Proven Strategy
that Resulted in Over 150 New Members
Move Beyond Traditional Marketing:

2. Webinar Recording

3. Crushing Club Marketing Podcast

4. Meet the Presenters
Ruth Glaser
Club Marketing Pioneer
Ed Heil
President, StoryTeller
@erheil

5. today’s
agenda
• History: A Traditional Club
• Building a Marketing Machine
• How You Can Start
• Overcoming Objections
• Q&A

6. Hazeltine’s Story:
The Background

7. The Background
• 2010: HNGC coming out of recession and
major capital renovations
• Traditional marketing was ineffective and
unmeasurable
• With limited budget, StoryTeller was hired
in 2012 to generate new member and
catering event leads
• 2013: More new members than any other
year in club history
• 2015: Expanding StoryTeller capabilities

8. Step to Success
• Content Creation: Blogs, Video Assets
• Created Conversion Opportunities
• Nurtured New Leads with Automated
Emails
• Built a Funnel of Prospects
• Measure Success and Adjust

9. Benefits & Outcomes
• Long-term approach
• Marketing approach matched with
modern buying behavior
• Measurable results that illustrate real ROI
and cost justification

10. Putting Inbound
in Motion

11. Get Started with Inbound
• Know Who You Are (And Who You Are Not)
• Know Who You Are Trying to Attract —
Who Are Your Personas?
• Create Blog and Video Content That
Answers Questions Your Persona Has
About Your Club
• Nurture Your Leads and Keep Them
Captivated
• Measure Your Successes

12. Who Are You?

13. Who is Your
Persona?

14. Content Creation
• Create a Blog
• Basic Understanding of Keywords
• Be Useful and Helpful, Not Promotional
• Consider Video to Bring Prospects to You
• Share Your Stories

15. Keep the Conversation
Going
• Automated Email Communication for New
Contacts
• Automated Emails to Connect with Annual
Event Clients
• Leverage Existing Content for Typical
Sales Cycle

16. Measure Your Success
• Create SMART Goals
• Develop Short- and Long-Term Strategies
• Test and Measure Success of Content
• Be Patient, Inbound Marketing Takes
Time

17. Common Barriers
•We Just Don’t Have Enough Time
•We Are a Small Team/Department
•We Need This To Start Working Right Now
•We Can’t Seem to Rank on Google
•We Don’t Have a Blog
•We Use Clubessential or Foretees

18. QUESTIONS

19. THANK YOU

20. Webinar Recording

21. QUESTIONS