We have worked with Golf PEI on two projects. The first was in 2006 when we were brought onboard by Golf PEI’s online partner, Modern Media, to reposition the brand and define an audience engagement strategy. The initial phase of the included: competitive analysis; review of all current research; sourcing additional third party research; and facilitating a stakeholder planning session.
Through this exercise, we compiled key insights and knowledge around the industry, audience, and brand. We also developed a new customer segmentation structure that expanded the current perceptions of Golf PEI’s audiences, and broadened the marketing opportunities.
The second project was in 2015. Since much had changed with consumer perceptions and market dynamics, Golf PEI realized they needed to revisit their brand positioning and develop a new, more comprehensive marketing strategy. Similar to the first time working with Golf PEI, we conducted a category analysis; sourced and reviewed industry research; facilitated one-on-one interviews and a stakeholder planning sessions; and executed and analyzed a quantitative research study with those that visited the Island.
Through this extensive process, we reinforced the brand story – Canada’s #1 Golf Destination – with 10 solid and substantiated brand attributes. This project also included the development of a ‘go-to-market’ plan that took into account the deeper level of audience understanding, a more focused list of markets, a clear and supported brand message, and a list of targeted tactics with key performance indicators. Within this process, we also worked with the current creative resource, and helped update their visual identity and website.
Outcome: The newly developed brand strategy and 10 distinct brand attributes are still being used today as part of Golf PEI’s marketing efforts