Case Study: how Alwoodley uses video effectively

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Leeds heathland Alwoodley, one of Britain’s finest courses, engaged Sports Publications to provide video content. Here they explain how the partnership has worked for them.
“At Alwoodley we have very specific requirements.  We are a club with significant heritage and a small, affluent membership who are rightly protective of our MacKenzie course and the relatively unencumbered access they enjoy to it.

“To create a visitor programme that fits in with that ethos is no easy task. Sports Publications have worked hard to understand the culture of our club, profile our potential audience both near and far, and then crucially created a suite of content that is both practical and professional.

“They have worked alongside our in-house team and tip-toed through the minefield of committee sign-offs to produce a digital kit that we are able to send to potential visitors, tour operators and media. We can choose from a glossy brochure, professional pictures and, of course, video. Video content has really lifted our offer.

“We have shot 18 hole-by-hole flyovers which sit on the website, but where they really offer us value is by giving us great, visually appealing rich content to use on our social media channels.

“Of equal importance is a corporate video which this winter will give us a real point of difference when trying to convert enquiries from large groups and societies. “Away from the content creation, Sports Publications have been invaluable in the consultancy and advice they have offered to create and market club-appropriate packages.”

The power of video

90% of all internet usage is now video
74% of consumers who watch an ‘explainer’ video go on to buy that product or a similar one
83% of businesses say that investment in video was worthwhile
Websites with video are 53 times more likely to rank No 1 on a Google search
76% of consumers are more likely to share a social post which also includes a video
Video usage on smartphones is increasing by 100% year on year
Clubs that offer video content on their newsletters can expect to double their click-through rates

Stats from dreamgrow.com

By Marie J. Taylor

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