Académique Documents
Professionnel Documents
Culture Documents
Our Mission
/ Reward
the definition shows our brand’s attitude (inner and outer).
We are constantly looking for ideas to make this concept a reality – to deliver the
rewarding experience during every visit.
/ Ultimate
Ultimate means special, exciting and above all - memorable.
Ultimate means answering “It was awesome, thank you” the question “How was
your day/play/stay mr. X ?”.
/ Golfing
Most of our customers will come here for golf - the game that is perfect for
relaxation, recreation and business alike. It’s an opportunity to rediscover real
values (relationship between people, family, collegues) and get in touch with
nature. The staff should have a sound knowledge of golf, to be able to cater to our
guests on various golf themes.
/ Recreational
Some of our customers will just enjoy the place - our landscape, facilities and the
service we provide. We should make their recreational experience rewarding.
/ Experience
This definition means we provide the right quantity (lots of facilities to satisfy our
guests’ needs) and the quality (they are imaginitive and conceptual to nurture our
guests’ emotions). Every experience which nurtures our mind with strong and
positive emotions will make the experience more rewarding. Therefore continous
ideas from marketing team are vital for experience and brand delivery.
Our Vision
/ Respected
This means we are known for our special attitude - rewarding service, top quality
golf course, quality additional services and social responsibility, as well as constant
renewals (they might be small but surprising) and continuous integrated
communication.
We achieve this by staying true to our mission in our service, brand essence in our
communication and by working hard on the daily basis.
/ Prestigious
Not the neccessity in the nearest future, but the opportunity by the time we become
respected and the club will be fully formed.
/ Well known
We will seek our name to be best recalled name in the category.
Ones says: “golf”, other says “NATIONAL .. golf resort”
/ Busy
Busy means we want our resort to be active but not overcrowded.
We always look for ideas to attract customers during low seasons and to control
demand by avoiding the possibility of becoming overcrowded.
Our Personality
Our Values
Tone of Voice
Tone of Voice is meant for all brand communications.
This defines how we speak to our target audiences while delivering our message.
To be in control means to know when to tell jokes and when to stay serious.
He doesn’t want to bore the audience, he tells important, yet simple things
which audience can discover for themselves and doesn’t hesitate to add some
fun examples or insightful descriptions from time to time to bring his ideas to
life.
Core
These are opinion leaders who will spread the word about their experience.
These are members that will form our club’s backbone.
Segment 1
Living in the Western Part of Lithuania. Resort
should be reachable in 25 minutes.
Segment 2
Living in all major Lithuanian cities (Vilnius,
Kaunas, Siauliai, Panevežys) This segment is
intresting as may be targeted as the second
membership card holder or second apartment
holder (in the resort).
Volume
These guests will come regularly but not as often as the core target audience.
Segment 1
Golf enthusiasts coming from regions that
are within one hour’s flight distance.
Segment 2
Tourists coming primarily for recreational
or exploratory reasons (not knowing about
golfing possibility). Some of them may be
potential customers.
Psycho-demographical segmentation is
more difficult as cultural and economical
status may vary.
Look for other segments, research the market constantly
and fill in the document.
Segment 2
Corporate clients coming for other reasons
than golf – particularly conferences.
Opptional
Optional guests will be those who come occasionally.
Segment 1
Children coming by themselves.
Segment 2
Young Parents with children.
Segment 2
Women accompanying the
golfers (wifes).
They come with the children or
alone and pamper themselves in
the spa, etc. while husband is
playing golf.
Brand Essence
Slogan
Reward Yourself.
The slogan is a short motivating promise to our guests.
This is the benefit what one will get by visiting us.
It is for extensive use in communications and may be accompanied by a logotype (below it)
or used separately (more detailed usage is explained in Brand Identity Book).