World-Class Golf...Within Reach
RIGHT IN YOUR OWN BACKYARD
“MP+G Marketing Solutions helped develop a new brand and provided marketing ideas to take the course in a new direction. They were so professional, creative, and tuned into our needs and resources. I would highly recommend them for any marketing related services.”
Jon Oyanagi | Director of Parks & Recreation | CITY OF BROOKLYN PARK
The Edinburgh USA Story: MP+G was challenged to help define Edinburgh’s position in today’s golf world, develop a brand position and strategic plan that is in alignment with the $4.6m renovations in progress and is designed to attract new golfers in a shrinking market; identify compelling messages to motivate trial.
Owning World-Class Golf: MP+G walked the city through the brand discovery process. We held a discovery workshop to determine brand attributes and bring brand personality traits to light.
Redefining the Brand: MP+G developed a strong positioning statement, brand promise, key messages, tagline and brand identity system designed to set the Edinburgh USA brand apart from the competition.
Creating Trial and Loyalty: Based on qualitative and quantitative research, MP+G developed a communications strategy, identified target audiences, and defined communications goals and objectives.
Pumping up Media Relations and Advertising: We performed a thorough communications audit, created a 12-month communications plan, made media buys, created a billboard campaign, updated and refreshed the logo, provided creative direction for advertising and made recommendations for website redesign.
Improved Trial Rates: 28% increase in captures of email addresses substantially improved database. Social media efforts resulted in a 1200% increase in traffic the first year.
Improved Loyalty Rates: Rebookings and repeat tee times showed an increase with completion of course renovations; the golf course had a record year in 2016.
Brand strategy, marketing communications plan, logo refresh, identity system, tactical implementation: billboard campaign, website review, social media, print