BOYNE Golf boasts 10 championship-caliber courses across 10,000 acres in Northern Michigan. Renowned for designs
by legendary architects like Robert Trent Jones Sr., Arthur Hills and Donald Ross, BOYNE Golf has become a central player in making Northern Michigan “America’s Summer Golf Capital.”
Boyne Golf
While BOYNE Golf held strong recognition in Michigan and parts of the Midwest, they wanted to elevate their presence, increase brand awareness, penetrate new markets and drive revenue growth.
In 2019, Daniels + Roberts was selected to spearhead a transformative initiative to bring BOYNE Golf’s remarkable experience to a wider audience.
ACTIVATIONS
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Daniels + Roberts’ charge was to position BOYNE Golf as a national brand, making it a go-to destination for avid and core golfers nationwide
SPECIFIC GOALS WERE CLEAR:
• Increase Course Utilization: Boost rounds played by 15%.
• Increase Room Occupancy: Raise room night occupancy among golfers by 10%.
• Expand Brand Reach: Establish client as a premier destination outside of its traditional markets
We conducted an exhaustive study to pinpoint BOYNE Golf’s ideal customer segments and map out brand positioning. This analysis included:
1. Market Segmentation and Conjoint Analysis
2. Customer Data Analysis
3. Consumer Insights Research
4. Granular Campaign Targeting
With an aggregation and analysis of the research came insights on customer and prospect behavior, participation and penetration.
THIS ALLOWED US TO DEVELOP AN INTEGRATED, ATTENTION-GRABBING
CREATIVE AND MARKETING CAMPAIGN:
• SEO Improvements: Increased BOYNE Golf’s organic reach with a 171% rise in ranking keywords and a 220% boost in organic traffic.
• Digital Advertising: Targeted Google, Facebook and retargeting ads focused on high-conversion golf segments. From January to August 2020, digital marketing ROI averaged 1,060%.
• Media Mix Optimization: Refined based on golf bookings, occupancy and revenue, using geocoding to personalize campaigns by market.
Michigan’s Magnificent Ten from BOYNE Golf was positioned as offering –
THE EPIC GOLF GETAWAY
with ten incredible courses set among three remarkable resorts. COVID-19 led to closures in early 2020, we quickly adjusted the campaign to maintain brand awareness amid restrictions. Then, as Northern Michigan reopened, we launched a new strategy highlighting BOYNE Golf as a safe, open-air retreat. This pivot helped capture pent-up demand from golfers seeking safe travel options, positioning BOYNE Golf as a much-needed escape.
A new campaign theme –
THE ULTIMATE GOLF EXPERIENCE
was developed to speak to golfers wanting to devote as much time and energy to their game as possible. The thought of 10 championship-level courses and three world-class resorts is certainly appealing to that group.
RESULTS:
Daniels + Roberts’ strategic approach and data-driven campaign yielded impressive results:
- Rounds Played: Grew to over 100,000 annually, a 62% increase from 2019.
- Market Reach: Reduced reliance on Michigan-originated rounds from 78% to 54%, expanding reach nationally.
- Revenue Impact: Digital media investments provided exceptional ROI even amidst the pandemic, strengthening BOYNE Golf’s position as a national destination.
Through a partnership focused on strategic positioning and data-driven creative, Daniels + Roberts helped transform BOYNE Golf from a regional favorite into a national golf destination. With continuous optimization and rapid response to changing conditions, BOYNE Golf was able to meet and exceed its goals, as it positioned itself for sustained growth and recognition across the U.S.