World Class Golf…Within Reach

Ecotourism

Jan 29

A New Brand Strategy Increased Membership for a Championship Golf Course

“MP+G Marketing Solutions helped develop a new brand and provided marketing ideas to take the course in a new direction. They were so professional, creative, and tuned into our needs and resources. I would highly recommend them for any marketing-related services.”

Jon Oyanagi | Director of Parks & Recreation CITY OF BROOKLYN PARK

Owning World-Class Golf

The Edinburgh USA Story

We were challenged to help define Edinburgh’s position in today’s golf world, develop a brand position and strategic plan that is in alignment with the $4.6m renovations project and designed to attract new golfers in a shrinking market; identify compelling messages to motivate trial.

We walked the City of Brooklyn Park through the brand discovery process. We held a discovery workshop to determine brand attributes and bring brand personality traits to light.

Redefining the Brand: We developed a strong positioning statement, brand promise, key messages, tagline, and brand identity system designed to set the Edinburgh USA brand apart from the competition.

Creating Trial and Loyalty: Based on qualitative and quantitative research, We developed a communications strategy, identified target audiences, and defined communications goals and objectives.

Pumping up Media Relations and Advertising: We performed a thorough communications audit, created a 12-month communications plan, made media buys, created a billboard campaign, updated and refreshed the logo, provided creative direction for advertising and made recommendations for their website redesign.

LOGO REFRESH

We updated the font and added a new twist to the logomark, giving the original identity new life. With a new on-target tagline, the refreshed logo reinforces Edinburgh USA’s brand story.

Our brand style guide helps keep everyone on the same page and ensures consistency across all channels even when the city works with multiple vendors.

The Deliverables:

Brand strategy: position, brand promise + brand personality
Marketing communications plan
Key messages + tagline
Logo refresh + style guide
Billboard campaign
Social media
Website review / audit

Download our Edinburgh USA case study.

Billboard with Edinburgh USA "World-class golf...Within reach" tagline — Edinburgh USA Billboard Campaign

Game-on Results:

Improved Trial Rates: Email address captures increased 28% to substantially improve database. Social media efforts resulted in a 1200% increase in traffic the first year.

Improved Loyalty Rates: Re-bookings and repeat tee times showed an increase with completion of course renovations; the golf course had a record year.