Demographic information for 3 clubs in Melbourne Vic, Armidale NSW and Orange NSW.

1. Reaching
Different
Demographics
Patrick Crick
Armidale City Bowling Club
Peter Vlahandreas
Eastern Golf Club
Cameron Provost
Orange Ex-Services Club
Sales & Marketing
Summit Armidale

2. + The Eastern Golf Club
Club Membership Location
The Eastern Golf Club
By Peter Vlahandreas

3. + The Eastern Golf Club

4. + The Eastern Golf Club
73% of
95% of our 60% of Members
members
members come into the have an email
access our Clubhouse address
website at
least once a
week Average Years
Average Age
of Membership
25% Men 50 yrs
12.3
of Members
come to social functions
Women 65 yrs yrs

5. + The Eastern Golf Club
Function/Event Demographics
35% of ALL
Club functions are
local community/ Local business
charity groups 62% of conferences/
seminars have
wedding grown by over
couples live 200% in the
within 10km of past 2 years!
50% of all
the Club
bookings have been
referred by a 10% of
previous guest of functions are
the Club for Members

6. ORANGE EX-SERVICES’ CLUB
• Club currently has over 14,800 members
• 36% of the population of Orange are members of the Club
• Research to identify customer segments of Orange.
• Six target markets (customer profiles) were identified as
being key markets
• All business and marketing strategies are focused on
these 6 key markets
• Orange population 41,36 - 5.92% increase since 2006
• 52.01% of the Orange population is aged over 35
• 35+ age group – core demographic of the Club

7. Armidale City Bowling Club
Armidale Population
24,473
Member Penetration Target
20%
Total Member Penetration
23.43%

8. Armidale City Bowling Club
Target Markets Reasons
Young Families Disposable Income
Sporting Groups Low Income - High Disposable/So
Males Age 46 - 55 and Above High Income - Low Expense
Females Age 46 - 55 and Above High Income - Low Expense
Promotional Actions
Considerations Increased Female Focused Promoti
High Female Population After Work and
Males Highest Income Earns Weekend Male Promotions
Package and Value Deals
High # of University Students -
Low Income Online Marketing & Promotions
High Availability of Internet Focus Groups and Engagement
Find Out What 45 + Age Values Separate Promotional Times/Areas
Coexistence of 18 - 25 & 46 +