Case Study

Rockland Golf Club

The Goal

Brand Rockland as one of the premier Golf Course in Ontario and, as a result, book more tee times and acquire new members.

Par for the course!

Late in 1959, Mr. Gerry Chamberland set out with his friends Mr. Gaëtan Schingh, Mr. Robert Paris, Mr. Eugène Laviolette, Mr. Léopold Laviolette, Mr. Roger Thibault, and Mr. Maurice Tessier to find a suitable location to build a golf course. On January 15th, 1960, the group purchased a property of 118 acres at the east end of the town of Rockland for the amount of $5,000.00.

The first 9-hole course was ready for play on May 29th, 1961. In 1963, the Club purchased an additional 35 acres, and their second nine-hole course was opened for play in the spring of 1964.

On September 10th, 1971, the Club purchased a property of 41 acres. And, in the spring of 1979, their executive nine-hole course was opened to the public. Following the purchase of an additional 55 acres of land, the executive nine-hole course was transformed into a championship golf course in 2003, bringing them to their current 27-hole golf course.

Thanks to the dream of one man and the help of his friends, Rockland Golf Club offers the opportunity to play the game of golf on one of the best golf courses in the region.

Formally known as Outaouais Golf Club, Rockland had their clear advertising objectives – first to establish their new brand, second to increase the number of public bookings for tee times, and third to increase their annual members. 

Prior to working with Ad Caffeine, Rockland Golf Club had advertised with Newspapers, Radio, Facebook Posts, and Billboards.  They also participated in a few Trade Shows each year.   Given the broad appeal golf has to the population, one could argue that Rockland had their advertising bases covered.  But, to their credit, the team at Rockland Golf Club recognized that they were seeing diminishing returns from this marketing approach and began looking for new solutions.  

In 2019, Ad Caffeine sat down with the Rockland Golf Club to develop a comprehensive marketing plan.  In addition to helping Rockland accomplish their goals we also set out to assist them in overcoming two key challenges:  The main reason that Rockland  Golf Club decided to rebrand themselves was to overcome the misconception that they were located in Gatineau.  Further to this, in 2019 they decided to open the course to the public for the first time.  Although this was an exciting move, they knew that it would take far more than just word of mouth to spark the level of activity they wanted!

Our first step was to launch a large Data Driven Programmatic advertising campaign aimed at a precise demographic in Ottawa. Strategically, we ran two highly targeted pieces of creative.   One to promote memberships and a second to position Rockland Golf Club as the premier public course in Ottawa!  Both campaigns were a massive success!  

Having Ad Caffeine help you by combining great creative with the pinpoint accuracy of Data Driven advertising is like having a caddy along for every game.  We will help you always select the right club and see every line.  It is like having your long game and short game both working at the same time!   You stay out of the rough, avoid the water hazards and sand traps, and par every hole!  

Rockland has seen constant growth in new members and hundreds of new faces every week since starting their partnership with Ad Caffeine.

“In 2020, there were 31,000 rounds of golf played at our club compared to 24,000 rounds in 2019. It was a very good year!”
Dan Payer
Marketing Coordinator, Rockland Golf Club

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