Membership Marketing
Campaign Review
April 6 – June 30, 2026
Bloomfield Hills, Michigan · Est. 1926
Executive Summary
A Season of Unprecedented Growth
The Spring 2026 membership campaign has delivered record-breaking lead generation, outpacing both 2024 and 2025 by significant margins across every channel.
4
Memberships Won
$166,992
Revenue Closed
338
New Opportunities
Generated Apr 6 – Jul 17
+216%
YoY Lead Growth
2026 vs 2025 (Apr–Jul)
301
Open Pipeline
4 Won Opportunities · $166,992 Value
94
Deliverability Score
Email health rating
"The campaign has produced more leads in 12 weeks than the entirety of 2024 and 2025 combined for the same period, a testament to refined targeting and compelling creative."
Lead Generation
Year-over-Year Growth
New membership leads by month, comparing 2024, 2025, and the current 2026 campaign performance.
338
2026 Total Leads
+216%
Total YoY Growth vs 2025
107
2025 Total Leads
+205%
April YoY increase
+131%
May YoY increase
+319%
June YoY increase
+172%
July YoY increase
Pipeline Status
Opportunity Pipeline
301 open opportunities generated April 1 through July 17, representing $8.73MM in total open pipeline value.
301
Open
$8.73MM
Pipeline Value
29
Closed
4
Won Opportunities
$166,992
Won Value
Open — Initial Outreach
4
New
193
Contact Attempted
69
Connected
20
Qualified Prospect
7
Tour Scheduled
Open — Advancing
7
Tour Completed
2
Active Consideration
0
Application
0
Membership Pending
4
Closed (Won)
Closed — Lost Reasons
9
Not Interested
3
Bad Timing
10
Financial
7
Chose Another Club
0
No Response
Key Insight: 193 prospects are in the "Contact Attempted" phase, representing the largest conversion opportunity. Accelerating follow-up velocity here could significantly increase tour bookings and applications.
Facebook Advertising
Paid & Organic Performance
4 headline variations currently running to maximize lead generation and engagement.
NOTE: Advertising Performance is for April - June 30. Will be updated with next refresh.
172
Paid
60%
61
21%
43
Direct
15%
13
Organic
4%
9,033
Landing Page Views
121,546
Impressions
37,077
Reach
98,489
Video Plays
39%
Hook Rate
3s+ watched
24.47%
Hold Rate
Viewed to completion
Age & Gender Distribution
Note: Organic lead performance is driven by A8 landing page optimization.
Existing Social Media Campaigns
Facebook & Instagram Ad Variations
4 headline and primary text variations currently running to maximize lead generation and engagement.
Interactive Text Preview — Variation 1 of 4
Forest Lake Country Club
Sponsored · 🌐
For more than 100 years, Forest Lake Country Club has been one of Bloomfield Hills' best kept secrets. Now, after a complete course and clubhouse transformation, a new era has begun. Members are enjoying a beautifully restored championship golf course, elevated dining, and a private club experience that blends timeless tradition with modern luxury. A limited number of membership opportunities are now available.
forestlakecc.com
100 Years of Tradition. Completely Reimagined
Testing Strategy
Each variation is being tested across Facebook and Instagram with consistent budget allocation. Engagement, click-through rate, and cost-per-lead are monitored weekly to identify top performers for budget reallocation.
Email Nurture
Engagement & Deliverability
Email campaign health through June 30, 2026. A deliverability score of 94 — rated 'High' — reflects strong sender reputation.
Deliverability
Increased by 19 points
1,772
Delivered
1,278
Opened
105
Clicked
58
Replied
5
Bounced
31
Unsubscribed
Notable: The 72.12% open rate is 2.2× the industry recommended benchmark of 33%, signaling highly engaged prospects and strong subject line performance. The unsubscribe rate at 1.75% warrants monitoring — segment optimization may reduce attrition.
VIP Preview Event — Proposed
The Private Experience
Tentative Date: August 13, 2026. A curated, invite-only preview evening for qualified prospective members.
Event Positioning
Position the event as a private, invite-only experience rather than a general open house. Messaging focuses on "discovering whether Forest Lake is the right fit" rather than hard-selling membership.
Target Audience
Affluent families within Bloomfield Hills / Oakland County
Prospective members interested in golf, dining, social, networking
Warm leads who have inquired but not yet joined
Member referrals from current membership
Relocated executives, business owners, physicians, attorneys
Recommended Timeline
~June 18-25 | 6-8 Weeks Before
Finalize event format, guest capacity, landing page, RSVP process, and promotional plan.
~June 25 - July 2 | 5-6 Weeks Before
Launch member referral outreach and begin inviting warm leads from active pipeline.
~July 9 | 4 Weeks Before
Begin targeted email campaign, social posts, and digital ad promotion for the event.
~July 23-30 | 2-3 Weeks Before
Increase urgency with limited invitations available messaging across all channels.
~August 6 | 1 Week Before
Send confirmation emails, reminder texts, and personal follow-up from membership staff.
August 13 | Event Day
Host the VIP Preview Evening. Capture attendance, interests, objections, and next-step preferences.
August 14-15 | 24-48 hrs After
Send personalized follow-up emails with tour scheduling and application CTA.
August 20-27 | 1-2 Weeks After
Continue nurture sequence for non-converted attendees over a two-week window.
VIP Preview Event — Sample Agenda
Proposed Evening Program
Tentative Date: August 13, 2026. A sample 3.5-hour agenda for the invite-only preview evening. Final program subject to confirmation.
3.5 hrs
Event Duration
5:30 PM
Doors Open
Invite Only
Entry
~50
Guest Capacity
Arrival & Welcome Reception
Guests arrive to a hosted cocktail reception on the terrace overlooking Forest Lake. Signature cocktails and mocktails crafted by the club's bar team. Passed hors d'oeuvres from the 1926 Room kitchen: seasonal canapés, charcuterie, and local artisan cheeses.
Welcome from the Club President
The Club President and General Manager formally welcome guests, sharing the history of Forest Lake Country Club (Est. 1926), current membership momentum, and the vision for the club's next chapter. Brief introduction of key staff.
Interest-Based Breakout Tours
Guests self-select guided tours based on their primary interests. Simultaneously running tracks ensure personalized experiences rather than a one-size-fits-all walkthrough.
Golf
Head Pro leads a walk of the 18-hole Arthur Hills-designed course, practice facilities, and the Gator Grille
Aquatics & Fitness
Tour of the state-of-the-art pool complex, 3,000 sq ft fitness center, and tennis/pickleball courts
Family & Social
Walk through children's playground, event spaces, dining rooms, and the 1926 Room
Dining & Lifestyle
Hosted tasting walkthrough of the Pub, 1926 Room, and banquet facilities
Member Testimonial Roundtable
Guests reconvene for an intimate member panel. 3 to 4 carefully selected current members share genuine stories about why they joined, what they love, and how the club has become part of their family's life. Unscripted and conversational in format.
Hosted Dinner & Casual Conversation
A curated three-course dinner in the 1926 Room. Tables are intentionally mixed — prospects seated with current members and staff. No formal presentations; the focus is organic relationship-building and answering questions in a relaxed setting.
Membership Conversation Station
The Membership Director and a staff member host an open, pressure-free 'next steps' station. Guests can pick up a printed membership overview, ask questions privately, and schedule a personal follow-up tour or application conversation.
Evening Social & Sunset on the Lake
The evening concludes with an open social hour on the lakeside terrace — live background music, a dessert station, and the natural beauty of Forest Lake at dusk. This final impression reinforces the club's unique lifestyle offering.
Post-Event Follow-Up
Within 24 to 48 hours, each guest receives a personalized email from the Membership Director referencing their specific interests, with a direct link to schedule a private tour or begin their application. A secondary sequence nurtures non-converters over the following two weeks.
Phase 2 — Campaign Expansion
Recommended Growth Strategy
Capitalize on Q2 momentum with three high-impact additions running through end of September 2026.
SMS / Text Messaging
Deploy a 3-touch SMS sequence to all warm leads who have opted in. Text messages carry an 82% open rate — far exceeding email — and are ideal for tour reminders, event invitations, and time-sensitive nudges.
- Touch 1: Personalized intro text within 24hrs of lead capture
- Touch 2: VIP Event invitation with RSVP link (4 weeks out)
- Touch 3: 'Last chance' reminder 48hrs before event
82%
Avg SMS Open Rate
LinkedIn Advertising
Extend reach to the Bloomfield Hills / Oakland County professional market through LinkedIn's industry and job-title targeting. Ideal for reaching relocated executives, business owners, physicians, and finance professionals.
- Target: C-Suite, VP+, owners in Oakland County radius
- Format: Sponsored InMail + single-image lead gen ads
- Audience: 45,000+ qualifying professionals in the metro area
45K+
Target Professionals
Facebook / Instagram
Continue and increase existing paid social investment. Strong performance to date (121,546 impressions and 39% hook rate) warrants increased budget to extend reach and test new creative formats (Reels, carousel).
- Increase daily budget allocation by 40%
- Test video Reels format targeting 35–54 demographic
- Layer in retargeting for landing page visitors
39%
Current Hook Rate
Recommended Monthly Budget — July through September 2026
Rationale: At the current ~$1,600 spend, the campaign generated 71 paid leads at a cost-per-lead of $22.50. The recommended $1,800/mo investment, adding LinkedIn and SMS, projects an additional ~80 new leads per month through September, supporting a full pipeline for the VIP Preview Event and beyond. The ROI on a single new membership initiation easily justifies the incremental spend.
Phase 3: Digital Foundation
Website & Visibility Expansion
Rebuild the public-facing FLCC digital presence to match the quality of the club itself, and turn Google into a 24/7 membership sales channel.
Full Website Redevelopment
Modern, mobile-first redesign of the public FLCC website, built to convert prospects into membership inquiries and reflect the premium club experience.
- Responsive, conversion-optimized design
- Expanded amenities & course coverage with photo galleries
- Member testimonials & stories section
- Blog section: 6 articles written and published at launch
- Embedded Facebook & Instagram social feed on the homepage
SEO / AIO Optimization
Full on-page and technical SEO implementation, plus AI-driven content optimization to rank for 'country club membership' and related local searches.
- Keyword research & on-page optimization for all pages
- Technical SEO: speed, schema markup, sitemap, crawlability
- AI-optimized content for featured snippet & answer engine visibility
- Local SEO targeting Bloomfield Hills / Oakland County
Google Business Profile & Reviews
A fully optimized Google Business Profile combined with a structured member review campaign — the single highest-ROI visibility investment for local search.
- GBP audit, photo refresh, and category optimization
- Weekly posts and Q&A management
- Member Google Review campaign — email + SMS outreach sequence
- Target: 25+ new 5-star reviews within 60 days
Google Business Profile Goal
Target: 25% increase in Google reviews from current membership (from 140 to 175+ reviews) through structured member outreach campaign.
Why the Website Matters Now
Every paid ad, every email, every member referral sends prospects to flcc.us first. The current site does not reflect the premium experience the club delivers in person, creating friction and lost conversions at the critical decision moment. A rebuilt site with authentic storytelling, member testimonials, and SEO infrastructure transforms the website from a liability into the club's most scalable membership salesperson.
Website Redevelopment: Layout Mockup
Proposed Site Architecture
Wireframe overview of the three core pages — designed to convert prospects, showcase the club's identity, and support ongoing SEO content.
Homepage
PrimaryBlog
NewAbout / Membership
6 Blog Posts at Launch
Written and published on day one — targeting 'country club Bloomfield Hills', membership FAQs, and golf course coverage.
Member Testimonials
Authentic stories from current members across golf, family, dining, and social, embedded on Homepage and About page
Live Social Feed
Embedded Facebook, Instagram, and video feed on the Homepage — showing real club life and keeping content fresh without manual site updates.
SEO-First Architecture
Every page built with schema markup, local keyword optimization, and structured for AI answer engine visibility.
Member Stories
Voices from the Community
Real member experiences that illustrate why Forest Lake Country Club is more than a golf course. It's a community.
"This is where a short, compelling pull quote from the member would appear — something that captures the spirit of the club and community."
Member Name
Member since 20XX
"Replace this with a genuine member story or testimonial that highlights the social, recreational, or family experience at Forest Lake."
Member Name
Member since 20XX
"A third member voice here — ideally representing a different membership type or life stage (e.g., young family, retiree, golf enthusiast)."
Member Name
Member since 20XX
Member Stories
Family Membership
Three Generations, One Club
When the Hendersons joined Forest Lake in 1987, they never imagined their grandchildren would one day take their first golf lessons on the same course. Today, the family celebrates milestones — birthdays, anniversaries, and summer evenings — right here.
3 min read
Golf & Recreation
From Beginner to Club Champion
Mark joined with a 24 handicap and a goal to break 90. Two seasons of weekly rounds, lessons from the pro staff, and the camaraderie of the men's league later, he's a two-time club flight champion and one of the most recognizable faces in the locker room.
4 min read
Social Membership
More Than a Golf Club
Sarah and David don't golf, but they haven't missed a Friday dinner at the club in four years. From wine tastings to the holiday gala, Forest Lake has become the social hub of their Bloomfield Hills life — and the place where their closest friendships were formed.
2 min read
Event Gallery
Why Testimonials Matter
Authentic member stories are among the most persuasive tools in membership marketing. Prospects want to see themselves in the club. Replacing these placeholders with real quotes, names, and photos will meaningfully increase conversion rates on both the website and in follow-up email sequences.
Strategic Horizon
The Path Forward
Priority initiatives for Q2 & Q3 2026 to capitalize on current momentum and convert pipeline to membership.
Accelerate Pipeline Conversion
Focus outreach on 82 'Contact Attempted' prospects with personalized follow-up sequences and tour scheduling.
VIP Preview Event Execution
Launch the August event with a 6-week promotional runway - member referrals, targeted paid media, and exclusive RSVP landing page.
New Website Launch
Rebuild the FLCC public website with a modern, mobile-first design that reflects the premium club experience - featuring expanded amenities coverage, authentic member stories, embedded social feeds, and full SEO infrastructure to turn Google into a 24/7 membership sales channel. All existing member portal and membership management functionality will remain unchanged.
Ad Expansion and Lead Volume Growth
Scale Facebook and Instagram ad spend into proven creative, add LinkedIn targeting for executives and professionals, and launch SMS re-engagement for warm leads. Goal: grow monthly inbound leads from the current baseline toward 40+ per month by Q4 2026.
Demographic Expansion
Increase female-targeted creative (currently 20% of ad engagement) and develop family-centric messaging for the 35-44 demographic.
Strategic Rationale
Why Forest Lake Needs Year Round Marketing
Membership decisions don't follow a season. Stopping in October means restarting from zero every spring.
Spring
Mar – May
- Membership inquiries
- Private tours
- Golf, pool & family lifestyle ads
Summer
Jun – Aug
- Club activity & events
- Member stories & social proof
- Retargeting warm prospects
Fall
Sep – Nov
- CEO & local leader outreach
- Centennial transformation messaging
- Social & family membership focus
Winter
Dec – Feb
- Spring preview campaigns
- Retargeting & remarketing
- Private tour scheduling
- Warm prospects before golf season
Why Consistency Wins
Relationship Building
Membership is a deeply personal, high-consideration decision. Prospects don't just join a golf club. They join a community they trust. That trust is built through repeated, meaningful touchpoints over months, not a single ad.
- ·Member story content humanizes the club and builds emotional resonance with prospects
- ·Consistent email nurture keeps warm leads engaged without pressuring a premature decision
- ·Event invitations and tour follow-ups signal that FLCC values the relationship
- ·Off-season touchpoints demonstrate stability, the mark of a well-run club
Top of Mind Awareness
When a prospect finally decides to join a club, they call the one they remember. Year-round marketing ensures FLCC is the name that surfaces first, not a competitor who stayed active while we went silent.
- ·Prospects averaging 6 to 12 months between first awareness and membership decision
- ·Brands seen consistently 7+ times are recalled 3x more often at decision moments
- ·Retargeting keeps FLCC visible to site visitors and lead list contacts all year
- ·Monthly email and social presence reinforces premium positioning between seasons
The Cost of Going Dark
Going Dark Oct – Mar
- ✗Lost brand awareness
- ✗Cold pipeline every spring
- ✗Restart effort from zero
- ✗Competitors stay top of mind
Year-Round Presence
- ✓Consistent visibility year-round
- ✓Warm leads ready by spring
- ✓Stronger membership conversion
- ✓Compounding brand equity
The compounding effect: Every month of consistent presence keeps Forest Lake top of mind for prospects evaluating their next club. A prospect researching memberships in January who sees your brand in December, January, and February is far more likely to schedule a tour in March than one who encounters you for the first time in the spring.
Investment Overview
FY 2026 Investment Summary
June 2026 through October 31, 2026: website redevelopment, marketing management, and ad spend.
Investment Summary
Website Redevelopment
One-Time
$7,500
Full build + launch
Marketing Management
Monthly × 5 months
$3,300/mo
June to Oct 31
Marketing Management Total
$16,500
5 months
Ad Budget: June
$1,000 prepaid + $800 additional
$800 additional
$1,800 total spend
Ad Budget: July, August, September, October
Monthly × 4 months
$1,800/mo
$7,200 total
Total Additional Ad Budget
$7,200
Jul to Oct (June prepaid)
Total Expanded Investment
New initiatives (Jun to Oct 31)
$31,200
Website + Marketing + Ad Spend
Grand Total
$31,200
Monthly Ad Budget: June through October
ROI Benchmark: At the current $22.50 cost-per-lead ($1,600 spent / 71 paid leads), the recommended ad budget projects ~320 additional leads through September from paid channels alone.
What's Included in Marketing Management: Ads management, email & SMS outreach to prospects, monthly blog/member stories, website updates, lead management, and comprehensive monthly reporting.
Investment Overview
FY 2027 Investment Summary
November 1, 2026 through October 31, 2027: full-year marketing management and multi-channel ad spend.
Investment Summary
Managed Website Hosting
Annual
$500
Hosting + maintenance
Marketing Management
Monthly × 12 months
$3,300/mo
Nov 1, 2026 – Oct 31, 2027
Marketing Management Total
$39,600
12 months
Ad Budget
Monthly × 12 months
$1,800/mo
$21,600 total
Total Ad Budget
$21,600
12 months
FY 2027 Total Investment
Nov 1, 2026 – Oct 31, 2027
$61,700
Hosting + Marketing + Ad Spend
Monthly Ad Budget: Channel Breakdown
Full-Year Projection: At $1,800/mo across Facebook/Instagram, Google Ads, LinkedIn, and SMS, the FY 2027 program is built to sustain lead flow and grow membership through a complete annual cycle.
What's Included in Marketing Management: Ads management, email & SMS outreach to prospects, monthly blog/member stories, website updates, lead management, and comprehensive monthly reporting.
VIP Preview Event — Addendum
Metrics & Logistics
Supplementary planning detail for the August 13, 2026 VIP Preview Evening — success targets, risk contingencies, and operational checklist.
Success Metrics & Targets
70%+
Attendance Rate
Of confirmed RSVPs
15–20
Tour Bookings
Scheduled at the event
8–12
Applications Started
Within 2 weeks post-event
3–5
New Members Closed
Attributed to the event
Risk & Contingency Plan
Low RSVP response
Multi-channel invite sequence (email, text, phone). Personal outreach from membership staff to top 30 prospects.
Weather (outdoor reception)
Indoor backup plan in the 1926 Room. Tent reserve for terrace. Monitored forecast 5 days out.
Uneven interest-track attendance
Pre-event RSVP form captures primary interest. Staff ready to consolidate tracks if one is under-enrolled.
No-shows
Confirmation calls 48 hrs prior. Over-invite by 15% of capacity. Waitlist activated at 55 confirmed.
Operational Checklist
Confirm date, guest capacity (50), and room reservations with GM
Build RSVP landing page with interest-track selection
Coordinate menu tasting with Executive Chef
Brief Club President and panel members on talking points
Prepare printed membership overview packets and name tags
Assign staff roles: greeters, tour leads, membership station, photographer
Test AV for welcome remarks and background music
Post-event: upload attendee list to CRM within 24 hrs
Forest Lake Country Club
Membership Marketing Campaign Report
May 28, 2026 — Confidential
Bloomfield Hills, Michigan
Admin