Smart Business Media

Case Study

Key FactsDallas-based ClubCorp owns or operates a network of more than 150 golf and

country clubs, business clubs, sports clubs and alumni clubs in the U.S and two

foreign countries. The company wanted to pilot a seasonal campaign to encourage

organizations to book special holiday parties and events at six of its U.S. venues.

ClubCorp believed revenue from such events could markedly increase, since these

clubs historically had unused capacity during the holidays.

ClubCorp®Private Clubs & Resorts

ProblemThe campaign needed to help ClubCorp bookas many events as possible, yet it wasconstrained by a brief time window andrestricted marketing budget. It also was criticalthat prospects not become "lost" on thecorporate website and confused about theoffer, and instead receive only program-specificpromotions.

SolutionSmart Business Media developed a cost-effective program that used a combination ofemail, printed direct mail, and new-mediamarketing. The campaign targeted a specificdemographic and aimed to raise awareness asto: 1) the availability of these exclusive venues

to companies; and, 2) the clubs' excellent valueproposition (elegance and personal treatmentfor the price of "the ordinary"). Prospectsreceived a personal invitation from each club'sevent planner to visit the venue for acomplementary dinner and were directed to acustom web landing-page that elaboratedupon the special holiday offering. This micro-site also incorporated an in-line leadgeneration form, whereby sales leads weredelivered to the respective event planner forimmediate follow-up.

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ResultsThe six ClubCorp venues booked 81 holiday eventstotaling $199,000 in revenue — 43% of it traceableto the integrated direct-response program. Theprinted mail piece generated 329 landing page hitsfrom a total mailing of 4,000 pieces (8.23%response rate); and the email produced 670opened-emails and 411 click-throughs to thelanding page from a total list of 6,000 (6.85%response). ClubCorp achieved not only achieved509% ROI from this program, but also grew itsmarketing list and built new customer relationshipsfor future business development efforts.

Case StudyClubCorp® Private Clubs & Resorts