WA GOLF
Washington Golf (WA Golf), founded in 1922, is one of the largest amateur golf associations in the U.S., serving over 92,000 golfers, 520 member clubs, and 260 golf facilities in Washington State and Northern Idaho. WA Golf approached CROWN to elevate their social content and reach a younger, more diverse audience and capture the hearts and minds of the next generation of golfers.
We conducted a comprehensive audit of WA Golf’s social media, set benchmarks, goals, KPIs, and developed creative campaign concepts. Our strategy centered on creating compelling content that showcased the highlights and camaraderie of the sport, focused on featuring beautiful courses, collaborating with influencers, and producing content that enticed golfers to explore new destinations. We identified target demographics, analyzed competitors, and provided strategic recommendations to enhance WA Golf’s social media presence.
Our plan included leveraging user-generated content, setting service level agreements for community management, recommending social listening tools, and identifying effective channels. We also suggested optimal posting frequencies, advised on content creation, balanced paid and organic strategies, and recommended influencers for collaboration.
The result was a detailed playbook that enabled WA Golf to increase reach, improve engagement rates, and strengthen their connection with the golfing community, ultimately attracting a younger and more diverse audience.
Disciplines: Strategy, Social metrics, social strategy, graphic design, art direction, Merchandising
Client: Washington Golf (WA Golf)
Agency: CROWN
Strategy & Execution: Nathan Young, Daniel Caballero, Zach Huntting
Consultancy: Shena Bannick, Nick Dimengo
Graphic Design: Daniel Caballero
Influencer Outreach: Zach Huntting, Nick Dimengo
Our plan included leveraging user-generated content, setting service level agreements for community management, recommending social listening tools, and identifying effective channels. We also suggested optimal posting frequencies, advised on content creation, balanced paid and organic strategies, and recommended influencers for collaboration.
The result was a detailed playbook that enabled WA Golf to increase reach, improve engagement rates, and strengthen their connection with the golfing community, ultimately attracting a younger and more diverse audience.
Disciplines: Strategy, Social metrics, social strategy, graphic design, art direction, Merchandising
Client: Washington Golf (WA Golf)
Agency: CROWN
Strategy & Execution: Nathan Young, Daniel Caballero, Zach Huntting
Consultancy: Shena Bannick, Nick Dimengo
Graphic Design: Daniel Caballero
Influencer Outreach: Zach Huntting, Nick Dimengo
First, we conducted a comprehensive audit of WA Golf’s social presence, complemented by in-depth market research on competitors and industry-adjacent brands. Our research established a direction that blends a new era of irreverence with timeless aesthetics.
Using WA Golf’s current branding, we developed an art direction inspired by vintage editorial magazines to achieve a timeless feel, transcending generational gaps. We then created social templates based on this direction to ensure a consistent brand feel and tone.
We used this direction to create video pieces announcing tournaments, showcasing destinations, and crafting marketing campaigns for the broader golfing community. This approach grew memberships by engaging a wider audience and highlighting WA Golf's unique offerings.
We conceptualized merchandise options to expand WA Golf’s brand presence and offer a physical item alongside membership sign-ups. These concepts focus on everyday apparel items, turning members into brand advocates.
The result of our collaboration was a transformation of WA Golf’s social content from a simple bulletin board to a rich and dynamic social feed. This new approach engages the golfing community and converts visitors into WaGolf members.
A very big thank you to WA Golf and all of our collaborators on this project.
A very big thank you to WA Golf and all of our collaborators on this project.
Client: WA GOLF
Title: WA GOLF Social 2024 strategy
Tags: Strategy, Social metrics, social strategy, graphic design, art direction, Merchandising, CONSULTING, MARKETING
CROWN SOCIAL
Links
www.wagolf.org
www.wagolf.org