Strategy & Overview
Introduction
Every campaign in this portfolio starts here. Before a single deliverable was designed, the strategic foundation was established – who the course is trying to reach, what stories are worth telling, and how to tell them consistently across platforms. This section covers the content pillars, target audience, platform strategy, and editorial calendar that shaped every piece of work that follows.
Course Background
The subject of this case study is a semi-private golf course in Northern Virginia. The course is open to the public but with a private member base, located just off a major interstate corridor with easy access from the DC metro area. The course attracts a diverse mix of players: post-work recreational golfers, weekend casual players, corporate and group outings, and a loyal weeknight league crowd. Despite strong foot traffic and a recent period of significant renovation and investment, the course had no active social media presence and limited digital marketing infrastructure at the start of this project.
Content Pillars
Rather than posting reactively, the strategy was built around five defined content pillars – each serving a specific purpose.
Target Audience
The content strategy was built around three primary audience segments, each with different motivations and content needs.
Corporate and group event planners
Smaller in volume but highest value per booking. Looking for a professionally managed, full-service experience they hand to their team without a lot of coordination on their end.
Post-work and weekend recreational golfers
The largest segment, drawn to the course’s accessibility and after-work league and twilight options. Responds to course showcase content, event promotions, and anything that frames golf as a way to unwind after work.
Existing members and Players Club holders
The loyalty segment. Already committed to the course, the goal is retention, benefit utilization, and renewal. Responds to targeted email over social media.
Platform Strategy
Two Platforms, two distinct roles
Posting cadence: 3 posts per week across both platforms, mirrored with slight copy adjustments for each audience.
Instagram - Primary Platform
New account built from scratch, targeting the younger post-work demographic. Strongest channel for course showcase photography, promotional graphics, and building brand awareness with new audiences.
Facebook
Reactivation of a dormant existing page. Better suited for reaching the existing member base and older demographic. Event promotion and renovation updates perform particularly well here.
Editorial Calendar
The content strategy was mapped across a 7-month window, September 2026 through March 2027, to account for seasonal shifts, course events, and the natural rhythm of a golf season winding down and starting back up.