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BeekmanCountryClub

Presented by:Mongoose Marketing Consultants

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Introduction

• Mongoose Marketing Consultants• Established in January 2011

• Four marketing experts:

• Team Leader Jeremy Chin

• Communication Specialist and

Ethics Coordinator Camellia

Ardalan

• Project Planner Kimberly Numann

• Brand Manager and Morale Officer

Julianne Homola

• Purpose

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Problem Statement

Beekman has a lack of

direction in their marketing

promotions that has led them

to a diminishing customer

base and low brand

awareness

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Marketing Objectives

• Increase our customer base by

15% within the next two golf

seasons.

• Increase brand awareness by 20%

within the next year among the

target market.

• Increase revenue by 10% year on

year for the next five years.

• Increase the scope of the

company’s network by 20%

through the use of social media

sites such as Twitter and

Facebook.

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Marketing Mix Strategies

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Product Strategy

• Their current product mix of golf,

restaurant, and online store works

efficiently

• Prices, memberships, and

accommodations are similar to

their competitors

• Skills camp and training program

in the summer months for children

and teenagers

• Changing their current logo.

• Renting out restaurant and

renovating buildings

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New Logo

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Price Strategy

• Low prices

• Offering great value to the

consumer.

• For a one week (five day)

camp session, the cost will

be $275

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Promotion Strategy

• Create an online digital counter

• Twitter and Facebook links on

website

• Setup an online live tee time

schedule

• Social Media pages

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Promotion Strategy

• Print Advertising

• Budget: $11,350.

• Clipper Magazine

• $6,000

• The Hudson Valley Magazine (HVM)

• $1,450

• ValPak

• $3,900

• Radio

• WSPK 104.7 FM and WPKF 96.1 FM

• 5 days a week, 1 ad per day; Thursday

through Monday

• March-May

• 5 o’clock slot to target commuters most

effectively.

• $7,500

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Clipper Magazine

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Hudson Valley Magazine

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ValPak

FRONT:

BACK:

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• Google• Google AdWords.

• Pay-per-click advertising

• Cost-per-thousand advertising

• $5,600 ($700 a month with 50 clicks

per day maximum)

• March 1st to October 31.

• Facebook• budget a minimum $5 a day for

seven days a week

• March 1 through October 31

• $1,120

Promotion Strategy

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Promotion Strategy

• Hotel Collaborations

• Brochures distributed to local hotels

• 7 hotels in the surrounding areas.

• Total cost them around $1,500

• from March 1 through September 30

• Utilize an 1-800 toll free number

• Five-color highlighters

• Golf Tournament (1st weekend in June)

• Post tournament reception

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Brochure

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Brochure

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Promotion Strategy

• Collegiate Partnerships

• Marist College

• Vassar College

• Dutchess County Community

College

• SUNY New Paltz

• Work with the Golf Clubs or

Teams

• Students can purchase a ticket

for a discounted price of $30 that

includes lunch and the use of a

golf cart

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Budget

Total Budget:

$33,490

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Schedule

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• Facebook and Twitter

followers

• Coupon Codes

• Year End Financial

Statements

• Survey

Evaluation & Control

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Any Questions/Comments?

Thank You