When golf professional Charlie King became director of instruction at the Reynolds Golf Academy, a new golf school located at Reynolds Plantation in Greensboro, Georgia, he wanted to bring in hordes of students—but he had to think of a smart, affordable approach. “I did not have the budget to do direct mail . . . and that was a good thing,” as it turns out, Charlie says. A puny marketing budget forced him to consider more creative ways to spread the word about the school.
Inspired by David Meerman Scott’s New Rules of Marketing & PR, Charlie—a 21-year PGA member who is seriously intense about golf but nonetheless lighthearted and quick-witted—decided to pair his teaching philosophy with free instruction and an element of humor to create content that he hoped would spark some word-of-mouth referrals.
Charlie set about creating content that would appeal to golfers looking to improve their game by engaging them with his friendly, open approach as expressed on his blog, through video, and an engaging e-book. The idea was to both share golf tips to entice golfers to know more as well as position golf as far more approachable and less intimidating a game than the prevailing wisdom suggests. The ultimate goal, of course, is to get golfers to attend the Reynolds Golf Academy: golfers nationwide attend academy instruction each year, through its one hour, half-day, full-day, or three-day programs.
Charlie launched ...