social media marketing

JOHNSON CITY COUNTRY CLUB

Welcome to my portfolio showcasing the social media marketing strategies I curated for Johnson City Country Club. With a rich history - established in 1913, JCCC needed a fresh and cohesive digital presence to engage its members and attract new ones.

Since beginning part-time work in October 2023, I have focused on creating a cohesive brand narrative across various platforms, highlighting the club’s unique offerings, from golf tournaments to social events.

Scroll down to see the strategies I implemented, the creative content I produced, and the results achieved.

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OVERVIEW

“The Johnson City Country Club has served as a driving force in the development of social, recreational, and cultural life of the Johnson City, TN, community. Founded by the vision of a few local leaders, it is now an establishment that has touched many thousands of lives while carrying its rich traditions into the modern era.”

- johnsoncitycountryclub.com

JCCC is a 501(c)(7) organization, which can present some challenges along the marketing front. The club must adhere to specific advertising rules and regulations, and if these are violated, it could lead to a revocation of tax status.

All the reason why social media marketing is at the forefront to keep the community engaged and entice prospective members.

DEMOGRAPHICS

In today’s digital landscape, understanding the audience is key to effective engagement and community building. This analysis provides insights into the diverse membership of JCCC, highlighting the age, gender, and online behavior of our followers.

Gender

Age Range

Location

SOCIAL MEDIA STRATEGY

OBJECTIVES & TACTICS

  • Share testimonials from current members, post videos showcasing club facilities and activities.

  • Create engaging event flyers, utilize countdowns on stories, share behind-the-scenes content of tournaments and events. Leveraging stories to generate excitement.

  • Regularly share user-generated content. Such as posts or stories members create and tag the club’s social media. Also send out polls or ask for feedback on events or dining experiences.

  • Post stories about club history and share photos from community involvement. Also market any new items or apparel in the Golf Pro Shop. Creating content that reflects the lifestyle and values of club members.

CONTENT CREATION

“One Club Challenge” - INSTAGRAM Reel

This was one of the first reels I created for JCCC. Inspired by a trending golf concept at the time, I filmed, directed, and edited this Instagram reel with Brandon as our talented participant.

This content was not only entertaining, but also perfect for social media marketing during the colder winter months.

Here’s why:

  • Engagement Boost: The challenge format invites participation and interaction, encouraging viewers to comment, share, and even try the challenge themselves. This fosters a sense of community among members and prospective members.

  • Behind-the-Scenes Content: The BTS elements of this project highlight the fun and dynamic lifestyle that can be found at the Johnson City Country Club.

  • Shareable Moments: Fun, creative content like this is highly shareable, increasing visibility across platforms. More so, since Brandon is an employee at the club. When members and followers engage with it, they help amplify the club’s presence in their networks.

  • Visual Storytelling: The engaging visuals and dynamic editing create an exciting narrative that captures attention quickly — a key factor in today’s fast-paced social media landscape.

From setup to final edits, this project reflects my passion for capturing unique moments and engaging content, perfect for attracting new members and enriching the club’s online presence.

“HURRICANE HELENE” - INSTAGRAM POST

In the aftermath of Hurricane Helene, I created this impactful Instagram post outlining ways to support those affected. The post resonated deeply with the community, and I contribute its success to the psychological factors at play.

Why This Post Worked:

  • Emotional Connection: The post tapped into the community’s emotions during a time of crisis. People are naturally inclined to help others, and highlighting specific ways they can contribute made it feel actionable and purposeful.

  • Sense of Urgency: By emphasizing immediate needs and the importance of timely support, the post motivated viewers to act rather than just passively consume content.

  • Community Empowerment: The message fostered a sense of community and solidarity. When individuals see that they can make a difference, it encourages them to share the post and spread awareness, amplifying its reach.

  • Visual Impact: Strong visuals paired with concise, informative captions captured attention quickly, ensuring that the message was not only seen but also understood.

Overall, this post not only served as a call to action but also connected with the community on a deeper level.

TO SEE MORE EXAMPLES OF MY WORK, CHECK OUT @JOHNSONCITYCC ON INSTAGRAM

PROMOTIONAL MATERIALS

Welcome to the visual marketing side of my portfolio with Johnson City Country Club, where I showcase my creative journey and the impactful work I've done. In this section, you'll find a collection of my favorite Canva flyers I designed specifically for social media event marketing.

These flyers were crafted to engage our community through vibrant visuals and compelling messaging. Each design reflects a strategic approach, tailored to resonate with our audience and promote various events, activities, and initiatives at JCCC.

By blending creativity with marketing principles, I aimed to create eye-catching graphics that not only capture attention but also drive engagement and participation.