Services: Sales Materials, Instagram, Event Marketing, Blog
After a change in ownership, Linwood Country Club needed to shed its image as a dated banquet hall. Major renovations and new menus transformed the venue, and the new owners wanted to spread the word that the previously dated banquet hall was now a premier wedding venue.
After doing competitive research, we designed a Bridal Booklet to send to prospective couples, highlighting the renovations and outlining the wedding packages. The Booklet's clean look, trendy fonts, heavy use of photography and frequent references the new owners' more established restaurants all work to reinforce the concept that this was not your mother's Linwood Country Club.
The typical newly engaged couple is in their twenties or thirties. Nearly two thirds of Instagram users are 34 & younger (statista.com), making it an ideal platform for reaching the venue's target audience. We reached out to photographers of recent Linwood weddings to gain access to professional photos of the venue, and we organized them into a cohesive color scheme that represents the brand. We tagged all vendors in each post and employed the use of frequently searched hashtags, both of which increase visibility.
To further spread the word and to position the venue as an industry authority, we organized a Bridal Show. We hand-selected vendors to showcase their work, offered complimentary hors d'oeuvres and led venue tours every 15 minutes. The venue did book a few weddings from the Show, but its larger accomplishment was the buzz it generated among young couples in the area. Word-of-mouth is a powerful marketing tool, and engaged couples often have friends in the same target audience.
We started a Blog to showcase recent weddings, showing more photos that we could on Instagram. The Blog also became a useful tool in follow-up emails between sales and leads. After the initial point of contact, a "nudge" could be sent offering valuable content to the prospective couple. Many couples are looking for photo inspiration during the wedding planning process, so even if the couple had already crossed Linwood off their list, the content had value, which further positioned the venue as a credible resource in the industry.