Hazeltine National Golf Club

THE FRUITS OF A DECADE-LONG PARTNERSHIP

Over time, as the needs of Hazeltine shifted and focused on more mature marketing tactics, StoryTeller navigated the best use of the club’s financial resources to deliver high-impact results. The inbound marketing approach that had been the cornerstone of the early success was integrated across all areas of Hazeltine’s business. Over the last ten years, StoryTeller and Hazeltine have continued to strengthen and grow their inbound marketing strategy; thus, leading the industry as pioneers in how to best apply digital marketing practices to offer an exceptional private club experience for their members and customers.

A New Website

In 2016, Hazeltine partnered with StoryTeller to move their front-facing, searchable website from their previous Northstar platform onto a website hosted through HubSpot. The new website allowed Hazeltine to utilize the power of content marketing and search engine optimization to drive potential members to their website while still integrating into their back-end Northstar platform to support their existing club members and maintain the functionality that they needed to run the club.

This has allowed Hazeltine to seamlessly integrate social media, content marketing, and paid ad strategies, such as Google Ads and Facebook ads, with a CRM and an enabled sales process. The team mapped comprehensive “buyer journeys” for new member and event prospects that today feed each of the club’s revenue streams through high-quality leads. 

After launching the new website in early 2017, Hazeltine experienced increased website traffic and blog views. Nearly 1000 contacts were added to the database in 2017 alone due to an increase in the number of people who clicked on calls-to-action (CTA). The end result led to substantial growth in qualified leads and ultimately closing more business.

Targeted Audience Segments

As the club’s marketing strategy has evolved, StoryTeller and Hazeltine have developed content that targets two distinct audiences:

• Prospective members—Speaking to the next generation of club members who are digitally savvy, expecting answers to their questions to be discoverable online. Hazeltine uses blog and video content to communicate the tenets of what it means to be a Hazeltine member and the values the institution and its members embody.

• Event hosts and planners (Weddings, Celebrations of Life, Corporate Outings, etc.)—Provides blog and video content as well as downloadable guides to individuals and non-members determining whether Hazeltine is the right place to host their special event.

The resulting website has leveraged new and existing assets in each of those segments, which provides the user with opportunities to watch videos, read relevant blog content, see inspiring photos and menus, and opt-in to see more in-depth content and updates, or be contacted by a member of the sales team. 

Maintaining Cohesion Through Team Transitions

Across the industry, many clubs struggle when departments rely on spreadsheets to manage leads rather than using a fully integrated CRM technology like HubSpot. When transitions occur and team members leave, clubs often run the risk of losing important sales and institutional knowledge. Most recently, the HubSpot CRM and the ongoing partnership with StoryTeller granted Hazeltine greater cohesiveness and continuity when past team members left and Hazeltine needed to bring new team members up to speed.

"Since 2012, Hazeltine has partnered with StoryTeller where they have helped us with our inbound marketing, website, tracking, and customer nurturing. We see ourselves as a leader in the golf industry and StoryTeller has helped our digital presence reflect that. They have taken the time to learn the ins and outs of Hazeltine to ensure their work is not only effective but also very personal to create the best possible experience for both our members and customers."

Lukas Dreger, Hazeltine’s Director of Member Engagement,
July 2018 - present

LOOKING TOWARD THE FUTURE

More than ever, private clubs today know that their digital footprint and online presence is a driving force for achieving excellence in day-to-day operations and meeting revenue targets. As the digital landscape continues to evolve, Hazeltine’s website and inbound marketing strategies will continue to play an ever-important role in growing its event business, increasing prominence around golf tournaments, securing new social memberships, and in uniting golf members to gather to play the game they love. StoryTeller is excited to be a partner, guiding and collaborating throughout the journey.