Macatawa Legends updated its brand and debuted a new restaurant.
Macatawa Legends Golf & Country Club was looking to update its brand and revitalize its marketing efforts, so they came to Black Lake for help. We sat down with the club’s leaders in several mind mapping sessions and discussed the direction the brand needed to take. Together, we decided that the brand update would take place within the context of renovations to the club’s facilities. It would also be aimed at marketing the Legends lifestyle, not just golf.
Macatawa Legends doesn’t just sell golf. It also needs to promote memberships, event rentals, restaurants, and community living.
The club’s brand needed to appeal across generations, but it especially needed to increase its appeal to younger audiences.
Macatawa Legends needed to sell itself on the fun, active lifestyle that it provides for its members.
The club was missing opportunities to cross-promote its various products with print and digital assets.
Our discussions with the club’s leadership allowed us to revamp the marketing copy used to promote Macatawa Legends. It also gave us a feel for the way that the brand should be incarnated visually. Our designers brightened up the club’s look and feel, and we placed greater emphasis on dining, events, and the residential community. Black Lake then took this refreshed verbal and visual brand and implemented it in a new website and a complete suite of marketing materials. We even helped Macatawa Legends develop the name, concept, and brand of its new restaurant, Proost.
- Visual standards
- Marketing copy
- New restaurant brand
- New website
- Print materials
- Social media
- Push marketing plan
- Event support
- Restaurant support
Once the materials were created, we continued to support Macatawa Legends as it rolled out its new and improved brand. Black Lake even had a hand in the design of the club’s physical renovations. We assisted in the launch of Proost and continue to provide support for the club’s restaurants and frequent events. We also implement the push marketing plan we created for the club on an ongoing basis. This includes writing, designing, and sending out email blasts and social media posts. As we continue our partnership with Macatawa Legends, we will keep finding new and innovative ways to bring people in for everything the club has to offer.