National Golf Resort / Brand Platform

NATIONAL Golf Resort

Brand platform
Document release date: 2007.03.20, Klaipėda
Usage: Marketing department ONLY

Our Position (in the market)

We are the first Golf Resort in Lithuania.

We provide the rewarding experiences for our guests.

Our Mission

To reward our Guests with the Ultimate

Golfing and Recreational Experience.

/ Reward
the definition shows our brand’s attitude (inner and outer).

We reward our guests with positive emotions.

We are constantly looking for ideas to make this concept a reality – to deliver the
rewarding experience during every visit.

We are caring, attentive and friendly while serving our guests.

/ Ultimate
Ultimate means special, exciting and above all - memorable.
Ultimate means answering “It was awesome, thank you” the question “How was
your day/play/stay mr. X ?”.

/ Golfing
Most of our customers will come here for golf - the game that is perfect for
relaxation, recreation and business alike. It’s an opportunity to rediscover real
values (relationship between people, family, collegues) and get in touch with
nature. The staff should have a sound knowledge of golf, to be able to cater to our
guests on various golf themes.

Document created by: STUNT! www.stunt.lt

All rights reserved. 2007. National Golf Resort.
National Golf Resort / Brand Platform

/ Recreational
Some of our customers will just enjoy the place - our landscape, facilities and the
service we provide. We should make their recreational experience rewarding.

/ Experience
This definition means we provide the right quantity (lots of facilities to satisfy our
guests’ needs) and the quality (they are imaginitive and conceptual to nurture our
guests’ emotions). Every experience which nurtures our mind with strong and
positive emotions will make the experience more rewarding. Therefore continous
ideas from marketing team are vital for experience and brand delivery.

Our Vision

To become the most respected, prestigious, well known and

busiest Golf Resort in the Baltic States.

/ Respected
This means we are known for our special attitude - rewarding service, top quality
golf course, quality additional services and social responsibility, as well as constant
renewals (they might be small but surprising) and continuous integrated
communication.

We achieve this by staying true to our mission in our service, brand essence in our
communication and by working hard on the daily basis.

/ Prestigious
Not the neccessity in the nearest future, but the opportunity by the time we become
respected and the club will be fully formed.

/ Well known
We will seek our name to be best recalled name in the category.
Ones says: “golf”, other says “NATIONAL .. golf resort”

/ Busy
Busy means we want our resort to be active but not overcrowded.
We always look for ideas to attract customers during low seasons and to control
demand by avoiding the possibility of becoming overcrowded.

Document created by: STUNT! www.stunt.lt

All rights reserved. 2007. National Golf Resort.
National Golf Resort / Brand Platform

Our Personality

We are We are NOT

Caring Careless
Friendly Arrogant
Confident Showing off
Solid Boring
Intelectual Straightforward
Well mannered Without respect
Cerative & Fun Uninspired
Fair & Honest Unfair
Precise Absent-minded
Big hearted Selfish
Consious Spontanious

Our Values

We are driven by:

Genuine values
(moments with family, friends, business partners & self expression)
Independence (freedom of choice)
Fairness
Fun
We feel connected with
Nature

Document created by: STUNT! www.stunt.lt

All rights reserved. 2007. National Golf Resort.
National Golf Resort / Brand Platform

Tone of Voice
Tone of Voice is meant for all brand communications.
This defines how we speak to our target audiences while delivering our message.

Tone of Voice stems from brand personality and values.

Solid and confident, always in control,

but not lacking fun.

To be in control means to know when to tell jokes and when to stay serious.

The right tone of voice means that it is balanced.

It reflects our philosophy (the quality of experience we offer our guests),
yet is down-to-earth (how we speak in an everyday situations).

Imagine the man in his mature age speaking to the audience.

He doesn’t want to bore the audience, he tells important, yet simple things
which audience can discover for themselves and doesn’t hesitate to add some
fun examples or insightful descriptions from time to time to bring his ideas to
life.

NATIONAL Golf Resort needs to avoid stereotypical clichés in

verbal and visual communication.

Target audience & insights

There are 3 levels of audiences involved.

Core, Volume and Opptional.

We primarily aim at our core target audience.

See Bull’s Eye Targeting scheme (Brand Platform Presentation).

Thus, it is essential for communication (PR, advertisings) to have a strong

emotional resonance with our core target.

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All rights reserved. 2007. National Golf Resort.
National Golf Resort / Brand Platform

Core
These are opinion leaders who will spread the word about their experience.
These are members that will form our club’s backbone.

Top Managers Young businessmen with successful careers

who search for best things in life as a reward
for their hard work.

Segment 1
Living in the Western Part of Lithuania. Resort
should be reachable in 25 minutes.

They would be the most regular visitors – main

membership holders (1st membership card).

Loyalty programs should be considered.

Segment 2
Living in all major Lithuanian cities (Vilnius,
Kaunas, Siauliai, Panevežys) This segment is
intresting as may be targeted as the second
membership card holder or second apartment
holder (in the resort).

This segment is crucial in the summer season,

when most of the people go to Western part of
Lithuania for recreation.

Active marketing solutions should be

considered before and during summer
season.

Retired Business Owners Senior Retired enterpreneurs (businessmen)

who sold their businesses and are “I have
seen it all” people who value genuine things
in life. They are more down to earth than
younger businessmen. Recognition of their
status is less important than to younger ones.

Friendly attitude and respect are crucial.

Segmentation depends on the geographical

issues as well – see Top Managers.

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All rights reserved. 2007. National Golf Resort.
National Golf Resort / Brand Platform

Volume
These guests will come regularly but not as often as the core target audience.

Golf Tourists Groups or singles coming from abroad.

Segment 1
Golf enthusiasts coming from regions that
are within one hour’s flight distance.

(Neighbouring countries - Denmark,

Scandinavia, Poland, Germany, Kaliningrad
etc. are involved)

Their primary need is to experience new

sights and to challenge a new course.
Secondary may be exploration of
Lithuanian culture, food, etc

Look for communication opportunities

in those countries. Partnerships with
tourism agencies, tourist information
centers, golf associations, clubs abroad,
golf catalogs etc are crucial.

Segment 2
Tourists coming primarily for recreational
or exploratory reasons (not knowing about
golfing possibility). Some of them may be
potential customers.

(Tourists from countries like USA (where

golfing is very popular) etc. may be
involved)

Target them in the main transfer zones

(port of Klaipeda, Palanga airport, etc.)

Psycho-demographical segmentation is
more difficult as cultural and economical
status may vary.
Look for other segments, research the market constantly
and fill in the document.

Document created by: STUNT! www.stunt.lt

All rights reserved. 2007. National Golf Resort.
National Golf Resort / Brand Platform

Pro players Professional golf players (more men, less

women) coming to check new courses and
probably “beat them”.

Their primary need – new sights, new “yet

unbeaten” course, new challenge.

The conversations about our golf course

would help to get the connection with
them.

Perspective families Young or old ones with the higher social

status or higher than average income.

They come for golf or other experiences

like spa, nature, relaxation.

Their primary need – to spend more time

with the family.

Corporate clients Segment 1

May be from all levels, come to run their
loyalty programs, to socialize with their
collegues etc.

They come for a round of golf

or to learn how to play.

Segment 2
Corporate clients coming for other reasons
than golf – particularly conferences.

Their primary need - to run the

conference, meeting in the new inspiring
location.

Communicate them during the low

season more actively.

Opptional
Optional guests will be those who come occasionally.

Status Hunters They come to prove their social status for

themseves and for others.

These are younger men seeking respect and

recognition. Golf is just the thing to satisfy
their need.

Document created by: STUNT! www.stunt.lt

All rights reserved. 2007. National Golf Resort.
National Golf Resort / Brand Platform

Children willing to play They come by themselves (rarely) or with

golf the parents (mostly).

Segment 1
Children coming by themselves.

The communication should be relevant

to target, fun and engaging.
Special staff requirements for staff
(work with children) are needed.

Segment 2
Young Parents with children.

This target is very important in recruiting

future golf players.

Special communication and special

attitude towards the particular target
segment would be very important.
Communicate golf’s benefits for their
children, family extensively.

Coming for other Segment 1

reasons than golf Single women with successful
careers with higher income
coming for recreational purpuses
– spa, beautiful sights, good food,
relaxation. Most of the time they
will come with the company or
with their friends.

Segment 2
Women accompanying the
golfers (wifes).
They come with the children or
alone and pamper themselves in
the spa, etc. while husband is
playing golf.

Club should think of their

strong experience.

Women golfers In Lithuania this group is limited but with good

potential. In the future this target should be
considered more seriously.

For the golf tourists the communication may be

depending on the country and it’s the statistical
data about women involvement in golf.

Document created by: STUNT! www.stunt.lt

All rights reserved. 2007. National Golf Resort.
National Golf Resort / Brand Platform

Brand Essence

The Rewarding Experience.

Brand essence is a promise to our customers which should be part of all
company processes to make it as believable as possible. It sums up our
brand’ direction and attitude.

The communication should be consistent with Brand Essence at any Brand

Touching Point (check Brand Delivery).

Brand Essence serves as a perfect link to communicate things

our guests might be rewarded with.

See Brand Essence Pyramid (Brand Platform Presentation).

See Brand Essence Backing scheme (Brand Platform Presentation).

Slogan

Reward Yourself.
The slogan is a short motivating promise to our guests.
This is the benefit what one will get by visiting us.

It is for extensive use in communications and may be accompanied by a logotype (below it)
or used separately (more detailed usage is explained in Brand Identity Book).

Look & Feel

See Look & Feel (Brand Platform Presentation) for brand’s

emotional representation.

Look & Feel may change during the time!

The Brand Delivery (Brand Touching Points)

Touching Points - the moments where customer somehow

interacts with the brand, directly or indirectly.
Use document Touching Points as an example and constanly look for
new ones.

Document created by: STUNT! www.stunt.lt

All rights reserved. 2007. National Golf Resort.