Motion & video

The golf team was fairly new to social media and their content was mostly promotional in nature. Although this was adequate for advertising their offerings, it did not offer much variety in their content formats and messaging. The messaging usually consisted of asking their audience to book tee times or to showcase events and seasonal discounts. To expand the variety of their social media content I created educational, how-to video content based around golfing tips in collaboration with the golf course staff.

The team was stacked with professionals that had a deep knowledge of the game and its nuances. Unfortunately not a lot of people outside of the golf course were aware of it. This presented an opportunity to both expand the golf team’s content offerings while at the same time establishing themselves as subject matter experts in the game.

This was the catalyst to start filming golf instructional videos that can be easily digested by the audience on a variety of social media channels. Initially shot and edited by myself, I added an extra shooter and editor later on. Making the production more efficient by cutting down on production times while increasing output and expanding creative ideas. This project eventually formed a content library that added prestige and notoriety to the golf team, highlighting the staff while increasing their audience’s trust in their expertise. In addition, this project also expanded the diversity of channel content formats and elevated content cadence. Thus resulting in the growth of their social media channels and an increase in website visits that had a positive effect on course awareness and bookings.