Mirabel is a luxurious golf course and housing community in Scottsdale, Arizona that faces stiff competition from more than 15 competitor clubs within a 20-mile radius. The marketing team contacted RP to assist with a rebranding effort, with the goals of increasing membership and streamlining the marketing of the golf club and the homeowners’ association.
RP built a comprehensive strategy and detailed timeline to allow the Mirabel marketing team to achieve its goals and begin marketing to an expanded group of prospects with a modular brochure system and new microsite. Our research with current members, realtors and even those who considered joining but did not, enabled us to position the club uniquely among the many competing courses. Within the first few months of launching the new marketing materials, Mirabel achieved many of its near-term business development goals, including selling out its memberships and exceeding recruitment targets by 300 percent. In addition, the team has reinvested in future marketing efforts with a new stationery package and corporate video.