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McConnell Golf, LLC

McConnel Golf Trail Campaign start date:  December 2, 2009
Campaign launch date:  December 21, 2009
Website:  http://www.mcconnellgolftrail.com

Client

McConnell Golf is comprised of a select group of North & South Carolina private golf facilities rated at the top or near the top in all categories of golf course ratings systems. McConnell Golf was first created in December 2003, upon acquisition of Raleigh Country Club. Adding Cardinal Country Club and Treyburn Country Club in 2006, McConnell completed its collection with Old North State and Musgrove Mill in 2007. Featuring designs by four legendary minds of golf, the "Generations of Greatness" championship courses of McConnell Golf continue to offer Pure Golf to the True Golfer.

Challenge

McConnell Golf courses are private golfing clubs which are primarily targeted towards middle-aged professionals which are low to mid handicappers. Many of these members have scheduled which prohibit them from enjoying the clubs amenities on a weekly-to-monthly basis. While membership numbers and above average, on some days the golf courses see very limited play. Proud of its clubs and offerings, McConnell Golf, LLC challenge is keeping its course active in the off-peak months and also driving a larger number of potential members to the club.

Client Aim

McConnell Golf, LLC came to TriMark with an idea and asked us to bring their idea to life. The idea was The McConnell Golf Trail, the Carolinas only private golfing Trail available for play at a premium price. This idea was aimed at resolving the Golf Group's challenge of driving more club play while introducing the group's golf course portfolio to new and financially qualified, potential members.

Our Solution

TriMark initially recommended the development of a standalone website to help promote the more in-depth the details of The McConnell Golf Trail. While developing the website, our goal was to develop a search engine friendly site with all phase I search engine optimization and an overall objective to help the new site rank within the top 10 of online search engine results pages within a 60-day turnaround time, helping the trail attract organic searchers looking to visit NC for golfing trips, vacations or packages. Along with the new site and SEO strategy & management campaign, TriMark deployed a 12-state, targeted pay per click marketing campaign aimed at targeted a very selective list of online searching looking for the upper echelon of NC & SC golf courses available for play.

Impact

Within 3 days of launch our initial pay per click strategy generated its first call, which resulted in a online conversion returning our clients investment. Within 2 weeks of campaign kick-off our clients website ranks within the top 25 for all SEO phase I targeted keywords and phrases.