Awareness and lead generation
Trump International Golf Club
Membership enquiries that grew month on month, at a falling cost per enquiry.
Executive summary
Trump International Golf Club needed membership enquiries, not just awareness. Slipstream ran brand and direct-response work across digital touchpoints, holding the club's positioning while generating qualified enquiries. Enquiries grew month on month, cost per enquiry fell over the engagement, and conversion from enquiry to membership ran above the club's average.
The challenge
- A premium membership is a considered purchase with a small addressable audience, so volume tactics do not work and can cheapen the brand.
- Awareness and direct response pull in different directions; the club needed both without the second undermining the first.
- An enquiry is only useful if it converts, so lead quality mattered more than lead count.
- Cost per enquiry had to come down as the campaign scaled rather than rise with it.
The strategy
Brand and response in one system
Ran awareness and lead generation as a single programme across digital touchpoints, so that the brand work warmed the audience the response work then converted, rather than competing with it.
Qualification built into the campaign
Targeted and messaged for people plausibly in the market for a premium membership, accepting fewer enquiries in exchange for enquiries the sales team could act on.
Optimised on cost per enquiry
Managed the programme against cost per enquiry month on month, moving budget towards what was producing qualified interest and away from what was producing volume.
The results
| Outcome | Starting point | Result |
|---|---|---|
| Monthly membership enquiries | Baseline at the start of the engagement | Grew month on month |
| Cost per enquiry | Baseline at the start of the engagement | Fell over the engagement |
| Enquiry to membership conversion | The club's prior average | Above average |
| Channel coverage | Fragmented | All digital touchpoints, run as one programme |
Growing enquiries while cost per enquiry falls is the combination that matters, and it only happens when the brand work and the response work are run as one programme rather than two budgets.
Selling something considered, to very few people?
Start with the free audit
A written teardown of your funnel: search, AI citations, conversion and measurement, in a few working days. No call required. One useful report, then it’s your move.