As a premier country club in Portland, Oregon, Columbia Edgewater was looking to increase membership. As they revamped their membership structure and new offerings, Columbia Edgewater was looking to partner with an agency that could help them expand beyond the word of mouth. Ideally, they could do so through an enhanced social media presence and getting prospective members to the clubhouse. Experience and branding were very important to maintain for the club throughout the process.
Initially, work was conducted in three phases. The first phase was to clean up and optimize their existing website. Having built their site on a “one size fits” all management system, Columbia Edgewater was unable to track the effectiveness of their campaigns. Tracking pixels were installed on the site with correct tagging to ensure that data-driven decisions were being made about marketing.
The second phase consisted of full SEO optimization and clean up process. Many of their URLs and title tags were outdated or not up to current standards. Our team went above and beyond to train Columbia Edgewater on the importance of technical on-page SEO for future use. We also combined a little-used blog back into the main site, keeping all traffic at one location.
The last stage of the project was to conceptualize and launch a paid Facebook campaign that would get prospective members into the clubhouse. Our team created short videos that were optimized for Facebook that clearly communicated the offer and drove prospects to a designated landing page.
This campaign was wildly successful from the start on multiple levels. On the SEO front, Columbia Edgewater went from 80 keywords in the top 3 positions to over 120 within 3 months. Additionally, on targeted local SEO keywords, their exposure rose 20% for their Google My Business listing, driving in tons of relevant new traffic.
On the paid media side, a small ad budget of $500 eventually lead to over $50,000 in sales of new memberships. That is over 100% return of ad spend! Many of the new members were considering other clubs until they saw the videos of Columbia Edgewater on their phones. With a conversion rate of over 30% on the landing page, CECC was able to quickly generate leads. Leads were automatically set up to go to their internal marketing person who was able to schedule visits.
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