Arcis Golf

Case Study

Arcis Golf is one of the leading owners and operators of private, resort, and daily-fee golf clubs in the United States. The company focuses on delivering elevated golf, lifestyle, and hospitality experiences while growing membership and strengthening engagement across its nationwide portfolio.

Summary

Arcis Golf set out to accelerate membership growth and tee-time bookings across its nationwide portfolio. To do this, the brand needed a modern, precision-driven acquisition strategy that could reach four distinct types of prospects with relevance and consistency. Hawke Media partnered with Arcis to develop a data-backed, persona-focused engine that could scale efficiently, convert at higher quality, and strengthen engagement across channels.

Challenge

Arcis Golf operated in a competitive and evolving marketplace where prospective member motivations varied significantly. The team needed to:

Translate four unique personas into actionable acquisition strategies: Young Executives, Family Focused households, Empty Nesters, and Golf-Focused Prospects
Improve efficiency in Meta, Paid Search, and Affiliate channels as rising CPCs and CPMs pressured performance
Bring cohesion to creative direction, landing experiences, and targeting that had previously been scattered
Increase lead quality and sustain consistent growth in an environment with increased competition

The core challenge was to align digital spend and messaging with what each audience cared about most.

Approach

Hawke Media built a comprehensive Ideal Customer Profile framework to guide creative, targeting, and channel investment. The strategy included:

Persona-driven targeting supported by insights on motivations, objections, and value triggers
Paid Social to deliver awareness and engagement for each persona with tailored visuals and messaging
Paid Search to capture high-intent traffic with category and golf-specific positioning
Affiliate partnerships to strengthen reach among golf, lifestyle, and rewards audiences
Conversion-focused updates to landing pages, audience exclusions, and form-fill paths

This approach created a unified system designed to reach the right audience with the right value proposition at the right moment.

Solutions

Hawke Media brought the strategy to life through targeted creative, testing, and channel adjustments.

Young Executives

Membership was framed as a professional advantage and lifestyle upgrade. Aspirational creative drove stronger engagement, leading to a 67 percent week over week increase in CTR. Higher year over year CPCs were offset by significantly better resonance and growing audience momentum.

Family Focused

Creative that showcased pools, kids programs, and dining value delivered immediate traction. Digital leads increased 18 percent period over period. A small rise in CPL was addressed with retargeting updates and refreshed landing pages that emphasized family convenience.

Empty Nesters

Messaging concentrated on community, wellness, and enrichment. Updated creative generated a 67 percent week over week increase in CTR, proving renewed interest from this audience. Rising CPMs reflected a more competitive environment, but targeting refinements and smoother conversion paths improved cost stability.

Golf-Focused Prospects

Course quality and tee-time transparency were placed front and center. Paid Search captured highly qualified traffic with 42 percent week over week improvements in CPC efficiency. Although CPCs increased year over year, performance remained strong due to clear, golf-first messaging supported by affiliate partnerships.