The Prairie Club
The problem.
Prior to working with Fisheye Marketing, The Prairie Club golf resort in Valentine, Nebraska, had a solid base for their branding and marketing.
However, the semi-private golf resort needed further exposure across the Midwestern United States, top-notch communications with their membership, and overall brand building to accommodate the club’s premier product offering (i.e. truly world-class golf).
The result.
In over five years with Fisheye Marketing, The Prairie Club has seen a 35% increase in revenue and perhaps the most loyal membership base found anywhere in the nation (based on membership retention data, membership engagement data, membership usage data, and other metrics exclusive to the club).
Let’s see what we’ve done.
Content
The Prairie Club, like most great businesses, has a meaningful story to share with the world.
Our expert content creators employ a wide array of tools to tell that story and capture new brand ambassadors, including video, photo, design, written content, and more.
This content is then shared and distributed across our website, various social channels, email marketing campaigns, and more.
We use email marketing to nurture and communicate with both members and public guests.
For the club’s membership, this is critically important.
Since deploying a weekly email newsletter strategy to the club’s membership (we send a newsletter every Sunday PM), open and engagement rates have soared to an average of 70% and 20%, respectively.
More importantly, total rooms booked have increased significantly since employing this pivotal membership strategy.
We’ve also built a public email list for The Prairie Club with over 40,000 email subscribers, an owned asset of the club.
Design & Print
Print is a key element to The Prairie Club’s marketing strategy.
Whether it’s branded collateral housed in the lodge, a holiday member mailing, or a custom magazine of club-based stories, we handle everything from strategy to design to copywriting to production.
In 2021, we published a 65-page soft-cover magazine called “PURE GOLF Vol. 1 that has been delivered to hundreds of members, guests, and media to continue to share the story of this special place.
Partnerships
As an established agency in the golf industry, Fisheye has initiated and coordinated over 100 significant partnerships with prominent golf brands across the globe.
These relationships are constantly cultivated and have proven highly-impactful for The Prairie Club.
Collaborations with these partners are executed upon on an annual basis.
Social Media
Prior to working with Fisheye, The Prairie Club did not own a single social page with more than 1,000 followers.
Fast-forward five years and the company owns Facebook, Instagram, and Twitter pages with more than 12K, 6K, and 4K followers, respectively (and growing).
More than that, the company has seen over 20M impressions, 1M engagements, and 100K website visitors through social channels alone.
Our team has worked diligently to build a powerful brand on behalf of The Prairie Club on their social channels, assets of the company for many years to come.
Brand Management
In 2019, Fisheye walked alongside The Prairie Club as they underwent a “brand evolution” entering their 10th Anniversary.
Fisheye then helped manage and apply that branding to a newly-furbished public website and privately-hosted “members only” website, along with managing the brand across all property signage, collateral pieces, printed documents, and marketing channels — both digital and physical.
Collateral / Print
Fisheye has ideated, designed, coordinated, and printed many dozens of collateral and print pieces for The Prairie Club.
These include, but are not limited to: brochures, calendars, pamphlets, banners, f&b menus, postcards, property signage, pricing sheets, scorecards, property maps, membership journals, and many, many more.
Strategy
While the deliverables listed above detail some of the work we’ve completed on behalf of The Prairie Club, perhaps our proudest contribution is our strategic delivery.
We are a team of golfers.
We understand the game, the industry, the nature of the game, and how to message it.
We have — and continue to — poured our strategic minds into The Prairie Club to deliver on it’s brand promise: to provide the avid golfer the opportunity to experience world-class golf.
Conclusion.
Many golf enthusiasts familiar with The Prairie Club express, “The Prairie Club has the best marketing.”
While our team enjoys hearing these remarks, we take the most pride in seeing a much financially healthier golf club as a result of impactful, business-minded marketing.
As Fisheye has driven demand over the years, The Prairie Club has been increasingly able to invest into their product and staff, and retain more earnings as a result.