You are not short of demand.
You are short of hours.
Act oneThe brief
Where we think the club is
Five things we think are true.
If any of these is wrong, tell us, because everything after follows from them.
Demand is not the problem
Membership is full and society enquiries arrive on their own. This is not about more of either.
The club has moved on
A refurbished clubhouse, the new Champions Room, two England Golf championships, and Lottie Woad.
The aim is yield
A higher price and more from each booking, so every reply has to feel worth what Farnham charges.
Too much lands on one desk
Society and function enquiries go to Joanne, and so does most of the admin that follows.
Mailchimp should pay for part of it
About £100 a month today. If this replaces it, that money goes towards the cost.
Everything here works on your current website. No new site and no advertising. It all runs on the demand you already have.
The club in numbers
Six numbers, and the last one is the argument.
- 1896Founded by seventeen gentlemen at Binton Farm, The Sands
- 1905The opening match: Jack White, James Braid, and Harry and Tom Vardon
- 1968The members buy the course outright, for £34,000
- 2021England Golf Tournament Venue of the Year, in the club’s 125th year
- 2026Lottie Woad, who joined the junior section at seven, holes the putt that wins Europe the Solheim Cup
- 125Pounds a head for a summer Friday society day, the top of your 2026 brochure
A club that charges £125 a head is selling something premium. The first reply an organiser gets should feel the same.
How an enquiry arrives today
Four ways in, and the same promise at the end of each.
| Route | What happens next |
|---|---|
| A visitor tee time | A form, then a call back to confirm, take payment and check the CDH number. |
| A society day | A form or a phone call to Joanne. The prices are in a PDF. |
| A Mini Tour | A third form. “A member of our team will be in touch shortly.” |
| A function | Through the Office. |
Then comes the quote, the chase, the £200 deposit, the final numbers and the balance. All by hand.
This is where golf days are lost. 59club’s mystery shopping found golf day enquirers received their quote only 44% of the time, and the sale was not chased 89% of the time.
Act twoThe proposal
Four things
The brand. The replies. The Concierge. The emails.
The brand
Brand guidelines, measured from your own site and logo.
FreeEnquiry management
Every enquiry in one place, answered in seconds with a branded reply.
CaptureThe Concierge
Answers on your website, day and night, and captures the enquiry.
£69 a monthThe emails
Mailchimp replaced, and your list moved across for you.
Included with CaptureOne · The brand
Your brand, written down.
We have written Farnham’s brand guidelines from your own website and logo: colour, type, photography and voice. They are yours, free, whatever you decide, and every email in this proposal is built to them.
Two · Enquiry management
Answered in seconds, in the club’s own brand.
Every enquiry lands in Capture, in one list, with the details already on it. The organiser gets a reply straight away with your 2026 brochure and prices, and Joanne picks it up the next morning with everything she needs to quote.
- Faster: a branded reply the moment they enquire, day or night
- More polished: every reply in the same style, built to your guidelines
- Less admin: one list instead of several inboxes, with reminders so nothing drifts
- Easier to book: the deposit, final numbers and balance asked for in the same style
The same style, for every reply
| Reply | When it goes | What is in it |
|---|---|---|
| Your golf day at The Sands | The moment a society enquires | The 2026 packages and brochure, and when Joanne will call |
| Your Mini Tour at Farnham | The moment a small group enquires | Breakfast in the Champions Room, 18 holes, from £95 a head |
| Your round at The Sands | The moment a visitor asks for a tee time | Summer and winter fees, the CDH number, and the Club Shop confirming the time |
| Your date is held | When the booking is confirmed | The £200 deposit, then final numbers seven days before and the balance forty-eight hours before |
Three · The Concierge
It answers when the office is shut.
Most golf enquiries arrive in the evening and at the weekend. The Concierge sits on your current website, answers from your own pages and brochure, and takes the organiser’s details into Capture while they are still interested.
It goes on with one line of code, and only works on your own web address.
A voice version that answers the phone can follow, once the chat version has proved itself.
The Concierge, on farnhamgolfclub.co.uk
Could we bring a society of 24 on a Friday in June?
Yes, societies are welcome on Wednesdays and Fridays, from twelve players. A summer Friday is £110 a head with a light lunch, £120 with two courses, or £125 with three. Can I take your name, the date and a number? Joanne will come back to you to confirm.
Captured as a society enquiry for 24. The branded reply goes out, and Joanne is notified.
Four · The emails
Mailchimp, replaced.
Capture does what Mailchimp does now: the lists, the sending, the unsubscribes and the reporting. Your newsletter list and your enquiries become one database, so “every organiser from 2025 who has not rebooked” is a filter, not a spreadsheet.
- We move your Mailchimp list across, with its tags and unsubscribes, as part of setup.
- Email Studio designs the emails in the club’s brand, and checks each one for the things that send mail to spam.
- Priced on sends, not contacts. Mailchimp charges for every contact stored, including those who have unsubscribed.
- Your team writes them, or we do, from £95 for a single email.
Coming soon
Capture Intelligence.
It will read your IntelligentGolf tee sheet every night and send a Monday briefing: what changed, what matters, and what to do next. Not part of this proposal. We will show you when it is ready for Farnham.
Act threeInvestment
One green fee a month.
- 120Pounds a month from year two, after Mailchimp. One summer visitor green fee.
- 2235Pounds for year one, setup included. Less than one summer Friday society of 24 at £125.
- 360Pounds between the light lunch and three courses on a society of 24. A reply that shows every package does some of the selling.
It is not free, and we would not pretend it is. The return comes from the enquiries you already get, answered faster and better, and from the hours that come off Joanne’s desk.
A yes, a no, or a conversation.
See the Concierge on your own site
On our call we will show it answering Farnham’s questions, and the reply an organiser gets.
Tell us which lines you want
Take some or all of them. Nothing is bundled.
Live in fourteen days
We move the Mailchimp list, build the replies in your brand, and train the team.
Capture runs on a twelve-month initial term, then monthly with thirty days’ notice. On the annual plan, the Concierge’s first thirty days are a trial. Everything we build is yours, including the database and every contact in it. This proposal is valid for thirty days from 7 October 2026.
Ask the Concierge anything about Farnham.
This is the real Concierge, reading Farnham’s own information. Ask about green fees, a society day, Mini Tours or lessons.
A demonstration: anything you send here comes to Albatross, not to the club office.