Marketing Research for Whispering Pines

I worked with a group to prepare a marketing research project for the Whispering Pines golf course in Cadott, WI. My group members were Payton Freagon and Audi Stedman. We researched the demographics and behavioristics of the Whispering Pines Facebook followers. I prepared the survey used in the research process as well as helped prepare the 61 page report. This is a copy of the Managerial Summary section of
the report.

The primary objective of this research project was to come up with solutions for the reasons why the current members and non-members of Whispering Pines golf course in Cadott Wisconsin return. Upon research, it had been discovered that Whispering Pines could do more advertisement for the page to bring in new customers. Whispering Pines could advertise through platforms such as news stations, radio stations, and their social media page on Facebook. An idea that could be clever would be to create a Twitter page for Whispering Pines seeing as members and non-members were both active on the mobile app.

To get the general idea of what customers would like to see more of on the course, a survey was put into place with a series of questions to get opinions from members and non-members. The survey was personalized to all the individuals who had been to the golf course or who had not. The survey was conducted through the program called google forums; then the results were placed into forums and graphs to give the client a visual thesis of what the customers like and dislike. This was presented to get an idea of how to fix the problems the golf course had been facing.

The survey was seen by many more people than expected. One hundred and forty-three responses were recorded and many of these responses were people from different locations and age groups. Facebook was the only place the survey had been posted. There was a good number of people following the Facebook page prior, where it’s being seen that advertising on the Facebook page wouldn’t be a complete bust.

After reviewing all the data, a clear insight has been noticed that the client of Whispering Pines could have a far reach of an audience if they were to advertise through the platforms I had listed earlier in the summary. Also, one big thing that customers wanted to see that would make the golf course attraction even bigger would be to have a better food selection for the golfers. Not only would this create more attention for the course seeing as now they would have food, but this would also be a big thing seeing as there would be potential to have a higher income at the end of the year because they could be open year-round attracting more customers.