River Strand Golf and Country Club

Client Challenge:

River Strand Golf and Country Club, the final phase of Lennar’s Heritage Harbour Community, was being introduced to the public. River Strand is an exclusive gated golf community offering a variety of luxurious homes and features life-style amenities including: 27-holes of championship golf, five Har-Tru lighted tennis courts and a soon-to-be 20,000 square foot clubhouse.
Although country club membership is included with the purchase of a home in River Strand, the country club is “semi-private,” offering invitational golf and tennis memberships to potential homebuyers who have the ability to purchase homes from the $200,000 to $1,000,000 range and to golf and tennis players.
River Strand was looking to effectively promote their country club and membership offerings, with the purpose of increasing invitational memberships; specifically for tennis.

Goals/Objectives:

To increase River Strand’s invitational tennis memberships by five to 10 percent.
To increase tennis court usage by 10 to 15 percent.

KSC’s Solution:

KSC created a direct mail postcard offering a free trial membership to select individuals.
Five thousand postcards were mailed to a targeted list including current homeowners within Heritage Harbour, who might be looking to “step up” to their next home, and households located in neighboring golf communities.
The trial membership provided participants with close to two months of free tennis at River Strand.
The number of individuals utilizing the free membership was tracked by River Strand officials.

Results:

All objectives were met and exceeded.
River Strand reported that the number of invitational tennis memberships increased by 100 percent as a direct result of the postcard.
Monthly court usages increased an estimated 56 percent, due to the large growth of new memberships.