Troon Privé 

Troon Privé is a division of golf industry leader Troon Golf and acts as the management arm for prestigious private country club courses. One such club in the heart of Silicon Valley sought to undertake an extensive capital improvements campaign that required a member approval vote. Due to a variety of issues surrounding the club’s diverse demographic and the campaign scope, we were called in to advise on communicating the pros and cons to club membership. Working closely with the Troon Privé team and onsite at the club we architected a campaign that was equal parts public relations, marketing and content development. It put the members at the epicenter of the vote rather than the improvements themselves. To facilitate it, we created a strategic plan in which a member-driven team of evangelists were chosen from each demographic segment. These “connectors” were taught how to effectively communicate the benefits to all members based on specific viewpoints and preferences. The peer-driven input changed the conversation surrounding the vote and led to key initiatives being approved by the membership.

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