FootJoy Community

Oasis was recently tasked by FootJoy, the #1 shoe and glove company in the golf industry, to develop a program that would help them connect with and grow the number of brand loyalists through the online channel. After conducting an in-depth discovery process the team was able to identify the appropriate target audiences that possessed the most opportunity for growth. With this knowledge in place, Oasis developed a strategic communication plan to engage these core consumers, create closer connections with the FootJoy brand and ultimately grow the consumer database.

To meet these objectives, Oasis recommended creating an online community destination for FootJoy fans and golf enthusiasts to connect, share experiences and engage with the brand on a more personal level. In addition, Oasis worked closely with the FootJoy team to develop the FJ Ambassador program - a loyalty initiative designed to reward the most active community members by unlocking exclusive opportunities to trial new FootJoy products before they are released to the public and gain access to exclusive giveaways and limited edition FJ Ambassador gear.

By leveraging the Telligent Community Server platform as the foundation for the site, Oasis created a fully-customized community experience that is tightly integrated with legacy systems within the existing FootJoy.com infrastructure. The feature rich community includes blogs, forums, peer-to-peer messaging and profile personalization in addition to a custom points application that powers the loyalty program.

Since the successful launch of the community FootJoy has seen an overall increase in its engagement metrics across its primary digital properties in addition to overall database growth. Oasis has also extended its relationship with the FootJoy team to help optimize email marketing initiatives along with providing ongoing integrated analytics support.

Services Provided

• Discovery Phase
• Information Architecture
• Creative
• Development & Design Integration
• Telligent Community Customization & Integration
• Loyalty Program Development
• Email Marketing Optimization
• Integrated Analytics

Project Results

• Launched customized community program on-time and on-budget
• Grew consumer database and improved overall opt-in rates for outbound communications
• Increased engagement metrics across all key performance indicators
• Improved open-rates and click-through rates for email marketing initiatives