Fairways and Greens
Revitalizing a Regional Golf Institution
Fairways and Greens is the south’s premier golf practice and training facility, and has been voted a Top-50 Stand-Alone Range by Golf Digest. Fairways and Greens was looking to modernize their website and overall digital presence in preparation for their launch of Toptracer, a golf tracking and entertainment complex that leverages the same technology used on the PGA Tour.
Prior to working with Keller Creative Agency, Fairways and Greens did not have a robust digital presence. With the addition of Toptracer, Fairways and Greens wanted to initiate marketing campaigns that were effective at driving measurable results, as their previous radio, print, and television advertising efforts did not present a meaningful return.
We launched extensive revisions of the Fairways & Greens website, including the addition of an e-commerce functionality, online scheduling, and a design refresh. Through this refreshed design, we were able to re-structure the website content around specific goals related to membership inquiries and better capture the passion Fairways and Greens holds for the game of golf.
Golf is a uniquely social experience, so in order generate traffic to their new website, we launched extensive social ad campaigns that would end up driving approximately 20% of their overall membership inquiries.
In launching a paid search campaign targeting key terms related to the golf industry, we were able to lower overall cost per lead by over 40% compared to their previous advertising campaigns. These pay-per-click campaigns were a significant factor in how Fairways and Greens was able to reduce their average advertising cost per membership XX%. .
With Fairways and Greens having their last major website refresh over eight years ago, it was time to re-consider the role the site had in their overall marketing strategy. Prior to the refresh, there were no clear goals on the website – it positioned itself more as an online brochure related to the facility’s amenities. In refreshing the website, we focused the site’s design around clear and distinct goals related to membership, club fitting and lessons.
since website relaunch