Case Histories

George Washington Toma

George Washington Toma came to us because he was not happy with the results of his advertising. He felt he should be getting more from what he was doing – and he was correct.
Our experience is that most independent businesses spend too little or too much on advertising and don’t have a clear goal for what they want to accomplish.

Most owners/operators are spread far too thin – and advertising becomes an afterthought. We went to work with them on the fundamentals: what do they want to accomplish and what are they willing to do to get there. We started by lowering their budget and brought focus and effiecency to their marketing strategy. Specifically, we narrowed their target to who they could reach effectively with a good chance for return. Think of advertising as an investment that yields a return later on. We also changed his message to focus on how he was different than his competitors – but used the language of his customers to say it. The message created was delivered in a form no other company could duplicate, from George Toma himself.

The company was a great and successful company long before we started working with them – all we did was figure out a way to tell the truth. They do the hard part and delivery on the promise.

They only way we have had success is when we create a partnership with our customer, when we work together. They have to do the same with their customers to be successful.

Souther's Marsh Golf Club

Will Stearns, III, and Will Stearns, IV, father-and-son business partners, are the owners of Souther’s Marsh Golf Club in Plymouth, Massachusetts. “Ya know, we’re typical Yankee Farmers. Anything we can do, we do ourselves.” And they had done just that – they built a picturesque and challenging 18-hole golf course out of a producing cranberry bog and they did it without any previous experience or bringing in any outside expertise.

Their course was built among 11 competing courses in the greater Plymouth area. The problem they presented to Country Club Communications was how to get the word out against stiff competition – with a very small advertising budget? The answer Country Club devised was to narrow their focus. With the resulting budget, we produced breathtaking (a helicopter was used to shoot the entire course from the air!) television ads – using no words, just the ambient sounds heard during a round on the course. Our media buy resulted in them "owning" two cable networks – and they only pay to run the ads in a 15-square-mile radius.

The result has been a very powerful ad campaign that is able to let the golfer who has yet to visit Souther’s Marsh “experience” the course from his living room! Will Stearns, III, knew “if you build it, they will come” – and Country Club Communications knew, “if you show them, they will come!”