Swing for Success : A Social Media Marketing Plan For Hickory Ridge Golf Course
This paper presents a low-cost marketing plan for Hickory Ridge, a small, family-owned golf course in the Kalamazoo area. Hickory Ridge is looking to build more customer engagement and strengthen customer loyalty. To keep costs low, this marketing plan focuses on Facebook, a free social media site that will allow Hickory Ridge to reach an enormous number of users. The first section of this paper contains a literature review examining the topics relevant to the marketing plan. Particularly, this includes social media marketing, consumer engagement, and customer loyalty. The literature reveals many strategies, theories, and implications that will be important for Hickory Ridge. These concepts will be discussed further in the connection section, where they will be linked specifically to Hickory Ridge. Next, an in-depth analysis of the macro and micro market environments will help gain a better understanding of current market trends. Following the situational analysis, a full examination of competing golf courses in the Kalamazoo area will take place, comparing the strengths, weaknesses, products, services, and marketing strategies of each course with those of Hickory Ridge. Finally, the paper highlights a formal marketing plan using social media in order to help Hickory Ridge achieve their goal of interacting more with their customers online to create more customer engagement. The main marketing strategies will be laid out, along with the timing, financials, type of content being posted, measurements of success, and ideas for innovation in the future.