Deeside Golf Club

The golf club was in a strong position, with an active membership and a waiting list of golfers wishing to join. However, in spite of the positive situation, the club saw it as good practice to review key elements of the business and understand opportunities for development.

Following an initial consultation, we visited the club to review the facilities and experience awaiting customers, including playing the Haughton Course. 

Following a period of research, an in depth business audit focusing on the brand, promotion and customer experience was provided – with areas of focus including positioning and proposition, communications, promotional assets and identification and engagement with valuable customer types (both member and visitor). 

A digital audit was undertaken simultaneously to provide a comprehensive understanding of the website and digital communications, this included website traffic, search queries and keywords, landing pages, user experience, analytics and social media.

The audits were delivered in report format to the club, with each identifying recommendations for consideration for the short, medium and long terms. A meeting was held to discuss the findings with the Club Manager, Director of Golf and representatives of the club board.

The club made the decision to take forward initial recommendations and worked with strategic.golf to refine the brand (including logo, font and colour  palette), messaging and a full refresh of the imagery and film library. We then used these elements to develop a brand new website in partnership with digital agency Morgan Speirs, that positioned the club effectively and delivered high levels of communication and customer/user experience.