The Preserve Golf Club

Brand strategy, account launch, content creation, photography, video editing

As Marketing & Communications Manager at The Santa Lucia Preserve, I was proud to have spearheaded the launch of a new Instagram account. After recognizing that the audience of our main account was primarily interested in lifestyle and wedding content, I set out on a months-long exploratory process, surveying hundreds of golf accounts. I eventually dialed in our strategy, working with our golf professionals as well as PR and marketing contractors to establish demographics, tone, and aesthetics, before developing a broad asset library to launch from.

Realizing my limitations as a non-golfer launching a golf account, I left nothing to chance. My five-page strategy brief broke down every consideration, from shot composition to influencer strategy to post frequency. Pitching the brief to stakeholders, I incorporated their expert input until our strategy had broad buy-in. Execution, goal-setting, and analysis was left to me. Implementing strategies learned from our main channel, the golf account surpassed a quarter million impressions in its first 6 months and has only grown from there.