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Published On: January 8, 2005

Golf the High Sierra (GTHS), a cooperative marketing organization comprised of 20 golf courses and lodging properties throughout the Lake Tahoe/Reno region, was in need of a focused, integrated campaign to promote their redesigned website and to increase market share.

Following a web site review, SMG proposed a new comprehensive marketing strategy that included a site redesign and an integrated print/online media plan designed to promote the new site and generate increased online bookings, as well as grow the opt-in email database for future relationship building efforts.

Additional strategic elements include search engine optimization, customer newsletters and relationship building programs, promotions and online measurement studies. Ongoing research is conducted to continually measure programs and to understand visitor perceptions and behaviors.

Since 2003, SMG has worked closely with GTHS to implement the new marketing strategy on a weekly/monthly basis.  Additional benefits GTHS has seen include:

• A growth rate of 55% in unique visitors and visit to the website.
• The creation of a monthly newsletter to the GTHS database.
• Redirecting media dollars into online campaigns that have helped build the GTHS brand and drive increased numbers of golfers to the GTHS site.
• Survey of email database in early 2006 that helped GTHS confirm their target audience. 
• Continued development of GTHS website as a multi-purpose reference and information source for consumers and media.