I don’t know how many times I am asked, “Can you measure ROI when it comes to social media?”. Yes, and you should. We want to share with you a successful social media campaign we recently did for a golf course located outside of the GTA: Shelburne Golf & Country Club.
We were approached in February 2017 to plan and execute all social media for Shelburne Golf & Country Club. Our client, Megan, didn’t have time or the expertise to take on the task of managing their social media. One of the biggest things that we pride ourselves on, is that we are here as part of your team and to make your life more simple. Not add to your already busy workload, nor make it complicated. At all.
So, a couple of things were going on. Their new website was phenomenal, but how were they going to get the word out and expand their clientele? Newspaper ads weren’t working. Radio wasn’t working particularly well. They knew that they were not executing social media as they should be. They were relying on automatic postings that also fed into their newsletter.
Goal: Brand Awareness = Sales = Growth
Simple? Yes. In less than a year, we have increased their brand awareness. We focused on golf, weddings, catering and lessons. We went from zero followers on Instagram to 269 followers. Facebook’s reach was up 230% within the first month! Their fans were listening and responding!
The best part? Sales! With every event, they have seen an increase in attendees. Mother’s Day Brunch had a nearly 50% increase in bookings. For Father’s Day we didn’t discount golf, we built a day package with lunch and a gift and they were booked solid!
Weddings? Their goal going into 2018 was to at least book 4 weddings. With some Facebook and Instagram ads alongwith a strong campaign on social media, we have already achieved that goal! (so you better go book your 2018 wedding so you aren’t disappointed).
Next stage of Shelburne Golf & Country Club? Update some things on the website, get their wedding marketing materials designed and printed and keep promoting this hidden gem.
Do you know why I say ‘we’ when I mention the successes? Because it is reflective of what we are doing as a team with our client. We are part of their team along this journey and we are darn proud to be!
We hope that when you measure your social media success do look beyond just the insights and really get into your sales $$ and how people are responding. Engaged fans are the best fans.