Having received a business strategic plan from another organisation, an initial investigation was applied to confirm the ability of the strategic plan.  Unfortunately, the strategic plan was shown to be ineffective as it did not cater to their unique and specific business qualities.  Utilising a range of data sets, specifically reviewing the geopolitical nature of Fraser Coast, while identifying the economic growth and forecast for the region, a new business strategic plan was developed.  The plan aligned to the economic, health, housing and infrastructure growth that was expected to occur in the region.  Additional data was presented regarding population and demography changes which highlighted the increase and reduction in specific age groups.  From the data, the Club was able to clearly determine where the REAL growth opportunities were for the club and membership.

Understanding the importance of a strong digital representation online, a new website was developed to meet the requirements of the board.  Utilising Oncord's CMS platform, the website is navigational friendly, designed for SEO purposes with keyword-rich content, while being simple to manage internally.  With more than 40 pages in the back-end this allows for event pages to be switched on and off as needed, as well as the creation of new landing pages as and when needed. 

Already having a following of almost 1000 and an active engagement on their Facebook page, the plan indicated to continue with more content, while expanding their message to other community groups in the region.  Through our support and recommendations, the page increased to more than 1.5k followers and an increased engagement of 270% over a 3 month period.  

The club had desired regular newsletter and email communication as not all members were active social media users.  Unfortunately, the club did not have an actively working CRM system, nor the expertise internally to manage the CRM system.  It was recommended to utilise the email marketing system attached to Oncord which allows for newsletters and emails to be delivered effectively through the back end of the website.  Also as new leads, enquiries and signups occur through the website lead forms, the new contact is added to the database immediately without the need for external software integration. Monthly newsletter templates were created for internal staff to use as and when required. 

As mentioned previously, there was no real database or contact management structure in place to support client/member needs.  As the Club was seeking to increase membership, they realised that a simple Customer Relationship Management (CRM) system was required.  Oncord's system allowed for all contact information and membership enquiries to be managed effectively 'internally' without external software integration.  The system was established and training provided for Club staff to oversee. 

One core form of lead generation is radio advertising within the Fraser Coast region.  This was proven to be highly successful in targeting a main audience - Grey Nomads: retirees who enjoy golf and are travelling the Bruce Hwy.  Negotiating a reasonable annual fee with one of the main radio stations, jingles, 30sec ads were created and aligned to upcoming events and the marketing calendar to ensure consistency in the marketing message across all platforms.  By establishing consistency the club experienced an increase of 163% of visiting golf players from their targeted audience. 

The Maryborough Golf Club Qld had long-standing partnerships and sponsorships.  However, a review of these identified that they were not producing additional funds to the club and the sponsorships rates were too low.  Also, no consideration had been given to the quality of the sponsors who were offering 'competing' services.  New sponsorship and partnership plans were devised with clear recommendations and suggestions.  With the plan in place, the Club had forecasted that this income stream would become 12% of their revenue for the year and each year thereafter.