BRYNHILL G.C DIGITAL COMMS PROPOSAL

DATE: MAY 7th 2022

The proposal outlined below represents the detail and pricing structure for a new website platform built for desktop and mobile and the management of both the clubs Facebook and Instagram social media pages.

WEBSITE

We will design and build a brand new website which will be centred around attracting new members and offering all the relevant information for key areas including Vistors & Societies and Function & Room hire whilst also having a separate passworded MEMBERS only area showcasing the clubs internal information, fixtures and events.

At present the existing website offers very little in terms of a dedicated area where prospective new members can gather all the information required to join. We are proposing that the new site will be centred around attracting new members and visitors with the facility of online forms and also online payments using STRIPE and Pay-Pal.

NEW MEMBERS:

  1. From the home page visitors will be presented with NEW MEMBER buttons taking them directly to a dedicated area with information around ladies, mens and junior memberships.

  2. We will have a key FAQs area where all the most relevant questions will be answered

  3. We will have key information regarding new membership packages broken down by a pricing structure

  4. Under each pricing structure we will have the ability to pay for an annual membership using debit or credit cards along with the ability to also pay monthly

  5. We will also have JOIN OUR MAILING list buttons where prospective new members can be kept informed of key events and this will enable us to also build a data list of potential members. (GDPR compliance will sit with Brynhill G.C)

  6. We will introduce online forms and also an ASK A QUESTION button where we can give replies within 24 hours.

  7. We will also have online forms for house membership with the ability to pay online

VISTITORS & SOCIETIES:

  1. The home page will give quick and direct access to a dedicated page / link for visitors who want to come and play via a green fee and also a dedicated area for potential society bookings.

  2. We will have the ability for societies to make a booking / enquiry via online forms

FUNCTION & ROOM HIRE

  1. The home page will give quick and direct access to a dedicated page / link for function and room hire offering key information / images / pricing

  2. We will have the ability for customers to make a booking / enquiry via online forms / quick enquiry button

  3. Potential to link page to caterer information also

All of the above will ease the workload of the secretary regarding new enquiries and also we will have a dedicated link where we can send new customer enquiries and also share across our social media platforms on a consistent basis.

MEMBERS AREA

  1. The home page will give quick and direct access to a dedicated and protected members page in the menu accessed via a password.

  2. The members page will have key member information including competition fixtures, team fixtures and club events.

  3. In the members section we can also have a dedicated area where members can automatically renew their subscription online via a credit card or debit card

  4. We are not limited here and additional pages and links can be added for any purpose including event ticket sales etc.

  5. We could introduce surveys via online forms

All of the above will ease the workload of the secretary regarding new enquiries and also we will have a dedicated link where we can send new customer enquiries and also share across our social media platforms on a consistent basis.

OVERVIEW:

The website will be clean, modern and intuitive with SSL security and the ability to integrate online payments, video, social media integration and google maps.

The top 3 areas mentioned above are centric to the site however we will have lots of other information including course overview, member testimonials, video content, club news and much more.

The ideas and page capacity are unlimited so we have thoughts of adding video content via “on the course tips”, a vacancies page, historical images / stories, maybe site sponsorship offers. We can also have hidden links where we can direct members who are not renewing membership and introduce customer feedback forms to help with member retention.

The site can be added to and updated at any time with information around the pro shop, green staff and in house team.

We will have built-in commerce tools which are PCI-DSS compliant. Sensitive card data is never handled by us or the client. It goes directly to the payment processor’s servers;

Search engine optimisation, or SEO, is the process of improving your site's ranking in search results. While the factors search engines like Google, Bing, and Yahoo use to rank sites are kept secret and change often, we build all known SEO best practices into every site and page.

Our analytics is our reporting platform that gives you insight into how your site is performing. With analytics, you can get a clear picture of your visitors and their behaviour through visual reports on statistics like page views, conversion, sales, referrers, and bounce rate.

SOCIAL MEDIA

Social media pages such as Facebook and Instagram are now acting as the main route for membership enquiries. They are ultimately the face and shop front of the club and have taken over the website in this regard. The website now needs to act as the shop while the social media pages are acting as the shop front. The website will carry all the key links where we can ultimately direct customers and members to via our social media platforms.

FACEBOOK PAGE

I will become the main admin on Facebook and utilise the site for effective marketing and member engagement. We currently sit at 677 followers on the page which is a great start however not many of these are active or engaged followers. We only have 7 reviews on the page yet we have over 200 members. I will engage with all members who have an active Facebook page to leave a review as this will completely change the way Facebook ranks our page via its algorithm. We will see more membership enquiries and general enquiries come trough Facebook and with a new website we will have dedicated links to direct them to the information they need.

I will actively post on the page with all club relevant information including generic golf news for customer engagement along with results, events, news and just about anything else that will put the club in a good light whilst building an active community. The demographic of Facebook followers now sits around the 35+ age group as an average however this will be a key platform for us moving forward. If the club can utilise an annual marketing budget for social media of around a £1,000 then we can actively run targeted ads and offers which should in turn generate around a 2.8 ROAS (return on ad spend)

INSTAGRAM PAGE

I will also take over the instagram page where we can post much the same information as above however this will be targeted at a younger demographic meaning we will have a stronger overall reach regarding marketing activity. In time we could also look at introducing a Tik-Tok club page which will have an even younger reach aimed at the more junior demographic.

IDEAS

  1. I would like to run a Whatts-app group where the following can send me results and images for both social media and website news: All team captains, club captain, golf professional, bar manager and the course manager. With regards to the course manager it would be good to get a daily update via Whatts-App with an image on exactly what course maintenance is going on that day and why. This would be a great way of keeping existing members informed and creating a more community led club whilst hopefully eliminating un-necessary complaints regarding the course. I would be expecting team captains to send me results the same day along with who played and what team they played (so we can tag them on social media)

  2. An online hidden link that we could send out to all visitors from a society or team where they can capture a QR Code and present it to the club for a 25% discount on a future green fee thus generating income via free marketing.

  3. Potentially sell an annual advertising spot on the website “For 2022 this website is sponsored by_______” - with links to said website. This would be great for a local company.

  4. “Win an annual membership” competition across our social media pages via a live raffle. This would require a budget of around £200 for targeted and local advertising and obviously an annual membership fee however this will generate critical local data from email addresses via entry forms. We will know that these people are local and we will know they are interested in golf. This in turn will mean that we can go back to the next 10 selected and offer £200 off a membership and then the next 10 with £50 off a membership. We can also offer all the entries a discounted green fee and then re-target them with joining offers. The competition will also generate us hundreds more followers and the knock on effect will outweigh the investment.

  5. Run a “first Monday” of every month club showcase and presentation for prospective members. We capture this information via online forms and social media pages and invite people who are interested in joining to a Monday evening presentation and FAQs with a complimentary drink. At the end of the evening we can make a proposal for membership. This works very well for people who want to join but they are on their own and a bit nervous about making the first step. The evening could involve a 30 minute presentation via the big screen and perhaps a short tour of the course via a buggy.

  6. Ask a member from each age group and sex to play a full 18 holes and record their calories and steps. This will create a great talking point around social media and point to the advantages and health benefits of playing gold socially. We could also replicate this for the more senior member showcasing our buggy availability.

COSTS

The first year will involve the website build and social media integration. This will be set at £3,000

On going on an annual basis the costs will be £2,500 to maintain the website, hosting facility and security and website management. This figure will also include all social media management regarding marketing activity and updates.

The above annual cost is over 75% discount to our standard fees and this is offered as an existing club member. The annual cost is equivalent to 3 members and I am pretty confident that with the correct digital representation and management that this service will more than pay for itself.

*KEY POINTS

  1. The management service is based on an annual contract (with 30 days notice)

  2. The domain name www.brynhillgolfclub.co.uk will need to be transferred to our hosting however the service cost and ownership of the domain name will remain under Brynhill Golf Club

  3. Although we are a UK based limited company most of my online businesses and digital activity are marketed and sold to US / International based customers so I am not UK VAT registered.

  4. If the club wants to deduct my annual subscription from the invoice I am happy to do this.

  5. Quality imagery is key to an effective website and we will require up to date high resolution images that represent the course and club to its highest standard.

If you would like me to attend a meeting and discuss this proposal in more detail I will be more than happy to do this.

Kind Regrds

Scott Warne