Fairfax County Park Authority
Cristin Bratt
Deputy Public Information Officer
Fairfax County Park Authority
Fairfax
Virginia
Social Media Campaign (Paid Advertising)
Get Back to Golf Safely
Fairfax County Park Authority
Roberta Korzen
Nick Duray (Marketing Manager)
Divya Vashishth (Digital Marketing Specialist)
• Reach new and returning golfers through targeted Facebook and Instagram ads.
• Spread brand awareness via ads linked to specific webpages
• Communicate the safe reopening of seven golf courses/four ranges.
• Highlight COVID-19 cleaning and safety guidelines.
• Provide outdoor recreation on state-of-the-art amenities during the pandemic
• Promote discounted golf opportunities.
• Increase revenue and participation at golf courses and driving ranges to contribute to the Park Authority revenue streams significantly impacted due to COVID-19.
• Provide an alternative to the recently closed local Top Golf.
• Introduce all ages and levels to the game of golf.
• Location targeting: Everyone living in or recently visited Fairfax County
• Age and Gender targeting: Men/Women ages 21+
• Detailed interest targeting: Golf, driving ranges, outdoor recreation
• Visitors of recently closed TopGolf
• Social media users interested in discounted golf
• Social media users looking for safe recreation
• Measured success via stats, revenue and participation.
• Reached new, diverse audiences.
o 2.2M+ impressions
o Reached 960K+ Facebook and Instagram users.
o 13K+ clicks to our webpage to inform new customers about the amenities at our facilities.
• Played significant role in revenue increases compared to previous years.
o Golf (overall) up $2M
o Greens fee sales up $1M
o Range sales up 50%+
o Pass sales up 61%
o Instruction up 100k
o 1000s of golfers and Top Golfers that were new to our courses.
o 1000s of beginner golfers to golf which translated into increased lessons.
• Golf was the first FCPA department to reopen during the pandemic.
• Used closure to research, implement and communicate safety and cleaning procedures consistently and serve as a model for other departments.
• Communicated in a socially distant way.
• Highlighted diversity and inclusion regardless of age, color, sex, nationality, religion, sexual orientation, marital status.
• Optimized for mobile and desktop devices for placement on news feeds, stories, explore, messenger.
• Showcased diverse courses, discounts, heated, covered and indoor ranges.
• Welcomed all levels of play.
• Positive customer feedback proved that efforts helped to make people comfortable/safe.
During the pandemic, Golf Fairfax adopted social media marketing to communicate the re-opening of seven courses and four ranges. Content focused on Park and Play Safety Guidelines while reminding the public to stay active. Record revenue contributed to overall Park Authority revenue, much of which was impacted by closures/limitations.