Client success stories | Palm Beach Currumbin Sports Club
Client success stories | Palm Beach Currumbin Sports Club
Project overview
This project, initiated on March 14th, 2025, focused on enhancing the online presence and brand perception of a hospitality club in Queensland. The primary objectives were to increase club awareness, modernise the website, and develop a consistent branding style guide.
Results
What I delivered to PBCSC
Market research
Before I could get underway with carving out the perfect digital strategy for PBCSC, I first had to understand the macro and micro market conditions which would ultimately inform me on what works well for the food and drink sector in Queensland, Australia, and more specifically in Palm Beach and Currumbin. I outlined customer outlook on the industry as a whole, as well as the major pitfalls found when marketing these services to PBCSC’s potential patrons. This also gave me insight into industry standards in performance, as well as what to avoid when setting the strategy.
Queensland hospitality industry context
The Queensland hospitality sector is competitive, with over 1,000 businesses. The industry faces economic pressures, including a 49% increase in insolvencies in the past financial year. Consumers are becoming more selective due to tightening budgets, favouring cheaper dining options.
According to a survey conducted among hospitality operators in Australia in 2024, around 36 percent of respondents said that organic social media posts were a key driver of bookings to their restaurant or venue. Paid advertisements on social media platforms were the next most prevalent driver of bookings, according to restauranteurs surveyed. – Leading Social Media types in Australia, Statista, 2025
In Australia, social media advertising is increasingly prioritising authenticity and local engagement, as brands seek to resonate with diverse consumer sentiments. – Social media advertising, Statista, 2025
Macro challenges
Rising Food Prices: A national survey identified that 33% of consumers consider escalating food prices as their top concern, surpassing utilities (20%) and economic downturn fears (19%) . – Food & Drink Business, 2025
Menu Price Increases: In 2024, over 50% of hospitality venues raised their menu prices by an average of 22% to offset increased supply costs and labour shortages . – AccomNews, 2025
Consumer Spending Adjustments: To manage costs, 31% of diners are opting for less expensive dishes, and 34% are sharing meals when dining out . – AccomNews, 2025
Micro challenges
Perceptions of the club: PBCSC under new management, looked to improve it’s reputation in the local area, wanting to be a place for community and families to enjoy great food and drinks. The club had recently had a renovation and wanted the patrons to reflect this.
Location of PBCSC: The club itself is in a nice location but it’s a little bit hidden, this leads to a lack of offline awareness of the club in general.
No brand cohesion across platforms or marketing assets: There was a lack of a brand purpose or story in PBCSC’s marketing assets. Moreover, there was no consistency across their offline and online marketing collateral, leading to a lack of brand trust and recognisability, hindering brand retention.
Previous website was suboptimal and dated: The club’s website was operating at a site speed score of 43/100, meaning customers who did visit their website would bounce once the pages did not load. It also suffered from poor technical, local, on and off-page SEO, with a design that was not mobile optimised.
Digital strategy
The overall digital strategy focused on improving the club’s online presence and brand perception through targeted digital marketing and a comprehensive website redesign. This involved creating a consistent brand image, growing both online an offline awareness of the club, as well as attracting a family-friendly audience through optimised local SEO, targeted advertising, and a user-friendly website, leveraging the ‘sense of community’ marketing strategies that are proven to be successful in Queensland.
A targeted digital plan focused on short- and long-term growth:
- Built brand awareness through community-centric messaging.
- Created a comprehensive branding style guide to ensure consistent tone, colour palette, and visuals across all platforms.
- Removed negative stigma by repositioning the club as family-friendly.
- Developed ideal customer profiles (ICPs) to guide content and advertising.
- Launched Meta ad campaigns targeting specific ICPs using key hooks and value propositions.
- Set up event tracking to monitor engagement and conversions.
- Improved search visibility with a strong local SEO strategy.
For a more detailed breakdown of my PBCSC analysis download my pdf below:
The website redesign and optimisation
Delivered a clean, modern, mobile-optimised website designed to improve user experience and drive local engagement.
Design and usability improvements:
- Mobile-first design with adaptive hero sections.
- Simplified navigation for ease of access.
- Created dedicated landing pages for advertising campaigns.
- Integrated local SEO best practices including metadata, schema markup, and targeted content.
- Implemented trust-signals throughout the website in the form of web banners and client testimonials.
Technical performance upgrades:
- Optimised page speed
- Implemented next-gen image formats (WebP, AVIF)
- Device-specific hero sections to reduce load
- Advanced caching and CDN integration
- Fully responsive across all devices
- Analytics and ad tracking implemented using Google Analytics and Meta Pixel with custom triggers needed for Wix platform page views.
Examples of PBCSC Ads
Here are some of the ads I ran for PBCSC, they incorprated a few main features:
- A price-based hook, addressing Queensland consumer price pain-point from my market research.
- High quality images at the front and centre of the ad to make it eye-catching
- Clear CTAs to ‘Book now’.
- Custom landing pages for the ads, to reinforce the main USPs of each deal and increase the likelihood of conversion.
- UTM parameters so I could track my meta analytics with my web analytics.
- Variations… each of my ads has the maximum amount of variations for the text and imagery to avoid ‘creative/ad fatigue’.
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