WESTON GOLF AND COUNTRY CLUB
SOCIAL MEDIA AND MARKETING OUR CURRENT IMAGE, TARGET DEMOGRAPHIC AND SOCIAL MEDIA PRESENCE Presented by Meghan McDougall, Assistant Golf Professional
WESTON GOLF AND COUNTRY CLUB
CURRENT IMAGE "A player's club", Good golfers play at Weston "If you can score at Weston, you can score anywhere" Top practice facility for all-season improvement Best conditioned golf course in the GTA "Where all golfers can become their best" High quality instruction offered to membership
WESTON GOLF AND COUNTRY CLUB
TARGET DEMOGRAPHIC Weston Golf and Country Club needs to focus its marketing efforts on attracting Golfers 25 - 45 years of age and Women
WESTON GOLF AND COUNTRY CLUB
STATUS ON SOCIAL MEDIA PLATFORMS Currently, Weston Golf and Country Club can be found on: Instagram Twitter Facebook (Weston Ladies Golf)
WESTON GOLF AND COUNTRY CLUB
INSTAGRAM ANALYTICS Since starting the account in May of 2018, I have gathered data to better understand who is following our account, where they are from, what posts they interact with, and when they are viewing our content.
WESTON GOLF AND COUNTRY CLUB
INSTAGRAM FOLLOWERS When the account was started, it had 9 followers. Through dedicated and timely posting of content, Weston's following has increased to just shy of 1,100. All Instagram insight information was taken from the platform on Sunday, July 19th. Weston's largest age demographic is from 25-44 year old, accounting for 58% of our followers.
WESTON GOLF AND COUNTRY CLUB
AGE RANGE AND GENDER Our following is comprised of 75% men, and 25% women. Weston's male following largely falls between the ages of 35-44 (31%) and 2534 (30%). Weston's female following largely falls between the ages of 25-34 (27%) and 45-54 (24%)
WESTON GOLF AND COUNTRY CLUB
This account was started April 2019 It is used to interact with other members/ those mentioning @golf_weston within their tweets. Twitter is an important tool when sharing information and communicating with those who are looking to interact with Weston Golf and Country Club. Linking our Instagram and Twitter accounts has resulted in a jump in followers and overall interactions (retweets/ likes/ mentions).
Jeff O'Neill tagged our location in a tweet on July 17th. He recieved 5 retweets with comments and 323 likes.
Our account retweeted the tweet with a hashtag. To the right of the tweet is the gathered analytics. One tweet resulted in 97 profile clicks, and 9,099 impressions.
WESTON GOLF AND COUNTRY CLUB
Weston Golf and Country Club has a Facebook account that can be accessed by anyone on this platform. I do not have access to this account, however I feel that it should be up-to-date. Members may use this platform to share and gather information about golf, dining, and the overall Weston experience. Weston should set up a Facebook Business account that would better the continuity between all social media accounts. I have created a Weston Golf Ladies group in order to satisfy this need within the Ladies Section.
SOCIAL MEDIA PLATFORMS SHOULD BE UTILIZED TO CREATE AWARENESS FOR, AND INTEREST IN WESTON GOLF AND COUNTRY CLUB.
WESTON GOLF AND COUNTRY CLUB
NEXT STEPS 1. Weston needs a centralized image in order to better build a cohesive social media presence. What audience is Weston trying to reach? Where are we being successful, and where are the gaps in our message? 2. Increase presence of Food and Beverage across all platforms - Special nights, Takeout/ New Menu Items, Patio Features 3. Establish a posting schedule, focusing equally on the golf course and social aspects of the club. 4. Fill gaps in our membership's demographic, primarily increasing our reach and connection with potential female members.
WESTON GOLF AND COUNTRY CLUB
POTENTIAL SOCIAL MEDIA SCHEDULE
Motivation Monday Instagram Post + Stories Focus on Practice/ Gym Facilities Healthy Items on the Menu "Get out and get better" mentality
Twitter Comment on past PGA/LPGA winner Respond to any tweet mentioning Weston Tuesday Ladies Day Instagram Stories Focus on Female membership/ photos of on course play Dining Room Ladies Day Special Twitter Respond to any tweet mentioning Weston
THE KEY IS CONSTANT AND CONSISTENT POSTING
Winning Wednesday Instagram Post + Stories Focus on great course condition Highlight success of our golf course/ Arnold Palmer mention/ Past Champions at Weston "Wine Wednesday" - Feature any new drink specials on Patio Twitter Respond to any tweet mentioning Weston "Throwback" Thursday + Men's Day Instagram Stories Men's Day and focus on Men's events Make historical references/ photos of Weston Potential Topics - Canadian Amateur, Ice Storm, Arnold Palmer, Course changes Twitter Tweet photo of history at Weston - Lorne Rubinstein (as reference) Respond to any tweet mentioning Weston Comment on PGA/LPGA Tournaments
Fri-yay! Instagram Post + Stories Reference weekend golf Photos of active patio drink specials, any upcoming weekend events Images of people interacting and enjoying their time on course Twitter Respond to any tweet mentioning Weston Comment on PGA/LPGA Tournaments Weekend Instagram Stories Images of weekend golf/ early morning tee offs Show off gardens / professional shop attire Photos of active patio drink specials, any upcoming weekend events Images of people interacting and enjoying their time on course Twitter Respond to any tweet mentioning Weston Comment on PGA/LPGA Tournaments