How a Forgotten Instagram Account Helped Drive Record-Breaking Revenue
Services: Full-Service Social Media Marketing, Influencer Partnerships, Strategic Brand Positioning
Results: More than Doubled Revenue Projections Year One | 19.6K+ Instagram Followers
A Destination Experience That Almost Wasn't
Tot Hill Farm Golf Club, in Asheboro, NC, is a unique Mike Strantz design. The course opened in 2000, and Strantz was simultaneously named the #1 Architect in the World. While the golf course enjoyed success in its first couple of years, the struggles only grew over the next 20 years. Its remote location, lack of marketing effort, and catering to $40 rounds of golf nearly sent the course into closing. A new owner breathed new life into the property in 2023 with a vision to return the course to what Strantz designed it to be — a place so unique people from all over the world would want to play it.
The Rebuilding of a Brand
Resurrecting The Architect's Logo Idea and Constructing a Story Worth Sharing
For the course to achieve the results its new owner envisioned after an extensive restoration of the course, the customer base had to be changed entirely. Rates were no longer going to be sub-$50. $175 per round was the new target.
We developed a polished, authentic visual identity using professional photography, drone footage, and compelling storytelling that matched the quality of the course.
Tot Hill Farm went from being North Carolina's best-kept secret to one of the most talked-about public courses online.
Today, they have:
- A professional, consistent brand voice
- A following that drives real business results
- A scalable marketing engine that grows revenue while they sleep
Storytelling with Engaging Content on Social Media
All In on Instagram to Connect and Build a Community of Raving Fans
The course set its sights squarely on the power of Instagram and the significant golfer population that follows and engages with unique golf experiences. The course is highly photogenic, so they brought in a variety of drone operators to shoot a tremendous amount of photo and video content.
This content was spun up to create eye-popping posts, stories, and reels. These quickly caught the attention of a long list of significant golf influencers who visited to shoot content for their followers to enjoy and host substantial events for their followers at the course.
The result has been explosive growth for the course (doubling up projections), 17,000 followers on Instagram, and 10 Instagram golf groups that brought significant events to the course. The course’s staff will tell you that eight out of every ten golfers who walk through the doors say they saw the course on Instagram and had to come play themselves.
Leveraging Strategic Media and Online Community Partnerships
Humbly Speaking... Our Rolodex Runs Deep With People That Can Help Move the Needle
We leveraged our relationships with all major and regional golf media, as well as with select social media influencers. These efforts resulted in receiving six-figures in earned media, visits from more than 60 content creators and social media influencers, and numerous social media community golf events held at Tot Hill Farm.
Your Club Could Be Next!
We’re not just a marketing company. We’re a team that knows golf, storytelling, and how to get results. Ready to stop guessing and start growing? Let’s turn your brand a go-to destination for golfers.
Up for a Weekly Marketing Range Session?
Sign up for marketing tips, tricks and freebies from our marketing range, where practice makes perfect.