Golf Resort - Total Email Marketing strategy

Background: A Major Golf Resort seeks to establish a "home-grown" customer email database and build direct marketing programs to target specific consumer segments throughout the year. Client tasks HeBS to develop a Total Email Marketing Strategy.

Action: HeBS develops the blueprint to implement a total email strategy. The blueprints include:

1. Comprehensive plan to capture customer emails online (website) and offline (when registering guests at the reception desk, in the guest rooms, by phone, etc)
2. Selection of ASP vendor to manage and maintain client profiles
3. Develop a permission-based email capture policy
4. Total Email Marketing campaign considerations:
   • Who will be the target audiences--leisure, corporate, travel agents?
   • What will be the marketing messages?
   • How often will the campaign run?
   • Where can I access the most robust email list?
   • How can I build an in house list?
   • How do I measure ROI?

Results: Client currently has tripled client profiles in 6 months collecting such data as age, season of visit, and business or leisure. Client plans to stratify data and utilize HeBS to obtain additional robust permission-based lists, develop campaign strategy and messages, and evaluate ROI.