CASE STUDIES
NewClub is a SaaS golf startup that delivers a modern, virtual golf membership experience. Members join local Chapters—currently in Chicago and Atlanta—to access curated tee times, events, and a community-driven alternative to traditional private clubs.
NewClub
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- Improved lead-to-member conversion by 15%.
- Achieved more new members in six months than NewClub had acquired in the previous year.
- Reduced cost per lead from $21 to $7.25 (approximately a 65% decrease).
- Increased engagement and positive response to the refined brand and social content strategy.
Outcomes
- Focused entirely on paid media, bringing ads in-house and producing fresh creative every week to improve performance.
- Streamlined the application process and added a time-bound incentive to accelerate conversions.
- Rebuilt the entire membership funnel in ActiveCampaign with full automation.
- Directed the website and sales page redesign, applying a new brand and marketing framework to better convey NewClub’s value and boost conversions.
Strategy
- Creating a scalable membership funnel and a clearer understanding of the lead volume required to consistently generate qualified applicants and members.
- The membership journey needed a more informative, automated structure—from lead nurturing to application and onboarding—to reduce friction and increase conversions.
- The website required a more comprehensive, cohesive way to communicate the brand’s value, benefits, and overall experience.
- Branding and social content, particularly on Instagram, needed stronger direction and consistency to support growth and engagement.
Challenges
Working with NewClub was an exciting challenge. Their lead → applicant → member funnel showed strong potential but plenty of room for improvement. As head of marketing, I refined their brand positioning and automated key moments in the customer journey, strengthening engagement and conversion across the funnel.
Project Synopsis
