VI. Marketing Plan
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
[Company Name] seeks to position itself as a fun golf course option for the whole family to enjoy. Consumers can expect a welcoming environment, friendly staff, and expertly designed golf courses for every golf player from the novice to the seasoned golfer.
The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Convenient location
- Customer-focused environment
- Moderate price point
- Multiple golf courses for varying ability levels
[Company Name] expects its target market to be individuals living within a 20-mile radius of its location. The company’s promotion strategy to reach these individuals includes:
[Company Name] will invest heavily in a social media advertising campaign. The brand manager will create the company’s social media accounts and invest in ads on all social media platforms. It will use targeted marketing to appeal to the target demographics.
The company will invest in developing a professional website that displays all of the features and benefits of the golf course. It will also invest heavily in SEO so that the brand’s website will appear at the top of search engine results.
[Company Name] will announce its opening several weeks in advance through publicity pieces in multiple local newspapers and publications. Regular advertisements will run to maintain exposure to relevant markets. Community newspapers, school publications, youth sports programs, and similar channels will be a major promotion effort.
The company will make careful use of advertising in selected larger publications. [Publication or newspaper name] has a circulation of [xyz] and [Company Name] can expect to reach a wider geographic region of customers on a limited basis. Advertisements with major publications will be used selectively, based on cost effectiveness. These ads will include discount coupons so that response to the ads can be tracked.
[Company name] will promote itself by distributing marketing materials and participating in local community events, such as school fairs, local festivals, homeowner associations, or sporting events.
Customer Loyalty Programs
[Company name] will create a winning customer loyalty program to keep its best clients coming back again and again. Long-term customers will have the opportunity to participate in the loyalty program, and referrals will be rewarded as well.
The company will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will provide general information on [Company Name], offer discounts and/or provide other incentives for people to visit the golf course.
Before opening the golf course, [Company Name] will organize pre-opening events designed for prospective customers, local merchants and press contacts. These events will create buzz and awareness for [Company Name] in the area.
[Company Name]’s pricing will be moderate so consumers feel they receive great value when choosing the company’s golf course.