Players Club Campaign
Context
The Players Club Membership is the course’s primary loyalty program. It is an annual card offering discounted rounds, weekday rates on Fridays, pro shop discounts, and a free round for every 10th visit. A separate annual membership tier offers unlimited golf for a larger upfront commitment. This section documents the full campaign built around the end of the 2026 Players Club and the 2027 Players Club prerelease window – a limited pricing period running November through February where the membership is available at $90 before the season-opening rate of $110 takes effect. The campaign spans social media, a custom membership graphic, a promotional email, a subject line workshop, and three segmented email campaigns built around specific customer behaviors.
Social Content & Graphic
This post shows the custom graphic along with a caption written to create urgency around the prerelease pricing.
Promotional Email
& Subject Line Workshop
An email was made to promote the 2027 Players Club prerelease sale. It highlights the price point and all of the benefits that come with the membership while giving a timeline to incite purchases.
For the promotional email, I did a subject line workshop to rank and determine the most optimal subject lines for the email. An email copy is only as good as the subject line with it.
Segmented Email Campaigns
Three targeted emails written for three distinct customer segments. Each email has its own trigger based on the segment. The segmentation is based on my own observation of booking data in the course’s tee sheet system. Every customer that books a tee time provides an email, creating a large email database directly linked to the booking patterns of each individual customer.
First Visit
This email is triggered when a customer books for the first time. It serves to provide a warm welcome while directing customers to book again and encouraging them to explore the Players Club Membership without being too pushy.
Lapsed PCM
This email is sent after a Players Club Member hasn’t played in 30+ days. It incentivizes them to get the most out of their membership using the timeframe for their membership benefits.
General 30 day lapse, timed for aeration
This email targets not only Players Club Members, but any player who hasn’t played in 30+ days. It uses the aeration of the greens to encourage customers to get a round in before the greens are punched.
