Sales

1)    Lead Generation- BCG’s corporate marketing team will assist Alecia in developing new lead generation programming utilizing BCG’s digital platform, lead acquisition and other BCG marketing programs

2)    BCG shall provide oversight and direction to achieve the initial goals for New Membership Sales at Banyan Cay.  A summary of BCG’s strategy is outlined below.


  1. Prospect Generation and Increased Member Participation – BCG understands the ultimate goal for any private club, and specifically the Meadows, is increased usage from Members and guests. Greater club utilization is a rising tide that positively impacts all revenue areas for the Meadows and ultimately, the profitability of the operation.  Therefore, BCG’s success has been as a result of its ability to create greater actionable demand among the area’s prospective Members, current Members and guest’s feeder markets.  The result is higher-end clientele destined to utilize all aspects of the Meadows. 

 
Specifically in the area of Prospect Generation and Increased Member Retention, a

General Manager simply does not have the experience and expertise of generating results in prospect generation and increased Member participation.  


Sales Strategies/Programs:  Host Pre-Opening cocktail receptions and open forums to communicate the Community and Banyan Cay’s vision.  Develop a direct mail campaign to increase awareness of Banyan Cay to a qualified prospect base, income driven data, members of other clubs in the area.  Host several invitation only theme events at Banyan Cay introducing the new Golf Club prior to the Grand Re-Opening  Implement and track an effective call campaign for all prospects, tracking leads, tours and closings via Salesforce Once the Clubhouse Opens:  Host Friday and Saturday receptions for Residents, members and prospects  Offer “play with a pro” initiatives for golfers that have interest in joining the club. For those residents interested, expand to include members and residents playing with each prospect  Along with Owner, develop and implement an Inclusive program for new residents. Ensure that each employee applies the ACE the MEMBER Experience™ principles 100% of the time  Continue good relations with area Chambers’ and Civic organizations for referrals  Host Ladies Days, with complimentary spa treatments as part of the day  General Manager and Director of Golf to host free clinics for prospects  Coordinate preview rounds and promotions for prospects  If available, set up game weekend programs for prospects  Utilize Honorary and Ambassador Programs for word of mouth advertising  Implement PR campaign including media day and realtor VIP day  Utilize feeder market advertising if necessary  Host Pro-am tournament to develop community awareness  Host professional sports speaker, and local dignitaries for business lunch Pricing Strategies/Programs:  Host a meet and greet for community residents with incentives for joining prior to the grand re-opening.