Concert Golf Partners
“The communications team at Bose Public Affairs Group created a solid communications plan that turned Hawthorns members from skeptics to believers that we would revitalize their club. Thanks to their expertise, Concert Golf Partners obtained ownership of a premier country club in Central Indiana and today members are thrilled that their club is better than ever.”
Peter Nanula, CEO, Concert Golf Partners
Concert Golf Partners, an owner-operator of upscale private clubs across the country, had a strong plan to turn around the Hawthorns Golf & Country Club in Fishers, Indiana. The premier private country club was undergoing a Chapter 11 plan for reorganization. The fate of the Hawthorns – who should own and operate the club – was largely up to members. A bankruptcy court asked members to vote in favor of Concert Golf Partners or select another owner. Concert Golf Partners called upon Bose Public Affairs Group’s (BPAG) strategic communications team to craft a campaign aimed at educating members of the Hawthorns about the benefits of electing them as the new owner and operator.
BPAG created a strategy that focused on educating Hawthorns members on Concert Golf Partners’ plan for capital improvement projects around the club as well as its experience owning and operating clubs throughout the country. The campaign integrated multiple strategies and tactics:
- Grassroots public relations
- Earned media
- Email marketing
- Direct mail
In just one month the campaign had educated and engaged Hawthorns members, allowing Concert Golf Partners to capture 92 percent of the vote from members. The bankruptcy court approved of the sale and Concert Golf Partners acquired ownership of the Hawthorns Golf and Country Club. Concert Golf Partners now has 11 upscale private clubs in Indiana and throughout the country in its boutique collection.
During the 2015 Pinnacle Awards’ ceremony, the Public Relations Society of America’s Hoosier Chapter recognized BPAG with an Award of Honor in the External Communications category for the strategic communications services the team performed on behalf of Concert Golf Partners. To read more about the award, please click here.