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Pinehurst Golf Academy Drives Results with Personalization
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Project:
Pinehurst Golf Academy Drives Results with Personalization
Vertical Market:
Travel & Entertainment
Business Application:
Direct Marketing/Lead Generation
Business Objectives
Pinehurst Resort, a historic golf resort located in North Carolina, wanted to
drive enrollment in its Pinehurst Golf Academy.
Results
Working with WilsonMcGuire Creative and Keiger Direct, a cross-media
direct marketing campaign was developed that achieved the following:
Direct marketing response:
•
11.3% visit rate – recipients went to a Personalized URL
•
9.9% of visitors completed golf self-assessment survey
Social media marketing response:
•
•
2,500 visitors to campaign landing page
26% of visitors completed golf selfassessment survey
Attendance:
•
Campaign helped attract at least 50 more
attendees for Pinehurst’s spring golf school
than the previous year
Campaign Architecture
Invitation mailer
The campaign’s initial mailer was a postcard
that invited recipients to go to their own website
via a Personalized URL and take a brief online
self-assessment of their golf game. Individuals
who did not respond to the first mailer were also
sent reminder postcards and emails over the
course of the campaign encouraging them to
visit the Personalized URL.
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In addition to the mailer, Pinehurst announced the campaign on Twitter and
in a blog, once again directing viewers to the campaign landing page.
Campaign landing page
Survey page
Once on the landing page visitors were directed to complete an online
survey to assess their golf game. The survey included questions on which
direction their shots tended to go, where off-center hits on the clubface tend
to be, and self-evaluations in the area of pitching, chipping, bunker play, and
putting.
Based on their answers, responders were sent an eight-page roll-fold
brochure with personalized and customized information regarding the
weaker elements of their golf techniques.
© 2011 PODi, the Digital Printing Initiative
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Pinehurst Golf Academy Drives Results with Personalization
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The biggest challenge in this campaign was taking the 672 possible
variations generated by the survey and programming them as variable fields
for the brochure. Variable elements in the brochure included:
•
Images based on gender of respondent and elements of golf game
•
Relevant messaging driven by survey responses
•
Golf drills customized to the responder’s indicated skill level
Target Audience and Messaging
The audience for this campaign consisted of prospects in Pinehurst’s
database and a purchased list of golf enthusiasts. The messaging of the
invitation mailers and brochure focused on the expertise of the Pinehurst
Golf Academy and how their personal attention could help the recipient
improve their game.
Offer
The personalized golf assessment and a pamphlet Secrets to Reading Greens
was offered to encourage recipients to visit their Personalized URLs.
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Creative and Outbound Pieces
WilsonMcGuire Creative developed campaign components that featured
breathtaking views of the Pinehurst greens.
Reasons for Success
Best practices learned from this campaign are:
•
•
Show your committment to personal attention with personal
communications. The Pinehurst Golf Academy prides itself in the
personal attention that students receive. It clearly illustrated this with the
custom feedback it provided to respondents. Every touchpoint was
personalized to make the recipient feel valued.
Multiple touches help drive response. The reminder postcards and
emails helped drive visits to the personalized landing page as illustrated
in this information from the campaign dashboard.
© 2011 PODi, the Digital Printing Initiative
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Pinehurst Golf Academy Drives Results with Personalization
Client
Pinehurst Resort
www.pinehurst.com
Located in the North Carolina heartland, world-renowned Pinehurst Resort is a
2,000-acre historic property featuring spa, golf, tennis, and activities for the
family. Widely known as the cradle of American golf, Pinehurst has hosted
more single golf championships than any other site in America, including the
U.S. Open, PGA Championship, Ryder Cup Matches, PGA Tour Championship
and many others.
Print Service
Provider
Keiger Direct
www.keigerdirect.com
Established in 2005 as a division of Keiger Inc., Keiger Direct is an integrated
marketing solutions provider located in Winston-Salem, North Carolina.
Specializing in personalized marketing programs, they utilize the latest in digital
technology to achieve true customization.
Creative Agency
WilsonMcGuire Creative
www.wilsonmcguire.com
WilsonMcGuire Creative is a full-service advertising agency inspiring both
people and sales with simple, unexpected, persuasive communications created
for clients whose products and/or services improve lives.
Hardware
Xerox iGen4 with a CX Printer Server powered by Creo
Software
Variable data composition: XMPie
Personalized URL generation: MindFireInc.
Target Audience
Golf enthusiasts interested in improving their performance
Distribution
10,000 initial invitation mailers
Over 750 personalized brochures
Date
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January 2010 – March 2010
© 2011 PODi, the Digital Printing Initiative
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