April 3, 2017

CityGolf Boston Hits a Hole in One with Grey Sheep Marketing & Design

CityGolf Boston came to Grey Sheep Marketing & Design to launch a complete brand makeover


CityGolf Boston had successfully completed a relocation to the heart of downtown Boston. The indoor golf training facility wanted to coincide the move with a refresh to its brand. To continue its success, build excitement and seek long-term growth, CityGolf Boston challenged Grey Sheep Marketing & Design to completely overhaul their identity.

Ownership identified these areas they wanted to focus on:

  • Create a lead generating website
  • Boost online sales
  • Increase social media engagement
  • Develop ways to generate revenue
  • Produce meaningful content
  • Enhance marketing materials
  • Create a communication strategy

“I was looking for a marketing firm that specialized in small businesses but had the capability to scale for growth,” said CityGolf Boston Owner Gary Parker.

Strategy & Tactics

Grey Sheep immediately identified the website as its main focus to generate leads and have a direct impact on growth. Grey Sheep launched brand new content, easy navigation, updated graphics and a robust ecommerce shop for the CityGolf Boston website. They then leveraged their SEO and analytics team to monitor and adjust content to boost traffic and browser rankings. But the refresh didn’t stop there.

Grey Sheep Marketing & Design built out CityGolf’s social profiles and comprehensive communications calendar. The Grey Sheep graphic design team produced new pricing sheets, pamphlets, direct mail and print ads to unify the brand. In addition, they activated the first ever monthly CityGolf Newsletter, blog and Golf Simulator League resulting in increased revenue and industry leading influence.

As the holidays approached, the strategy turned to communications with local businesses and current clients to spark an interest for catered events hosted on-site at the CityGolf Boston facility. Onsite events more than tripled during the holidays and have seen an increase of hosted events for local businesses.

CityGolf not only specializes in golf instruction but in in-home simulator installation as well. Averaging about one installation per year, both parties knew the potential for growth was evident but reaching customers had been an issue in the past. By establishing campaigns for direct mail, email nurturing and social media the word dropped like a hole-in-one! Working directly with CityGolf Boston staff the team was able to sell three in-home golf simulators in one month and have seen significant interest for more installations.


The focused web development strategy was an overwhelming success, giving CityGolf Boston an increase of $18,000 in online sales within the first six months. “The buzz around the community was overwhelming and people were visiting the website from all over the region, said CityGolf Owner, Gary Parker. Our facility is booked at all hours of the day; we have more walk-ins and phone calls to handle than ever and even had to extend our hours later each night and open on Sundays due to the increased demand,” elaborated Parker. Organic traffic, leads and sales grew all year long, signaling long-term success for the growing brand. The strategy and implementation have seen great results so far. Grey Sheep will continue to develop a cohesive strategy to utilize all aspects of marketing to grow the CityGolf Boston brand, help them separate from the herd and grow their business.