Member Profile: Meet Deborah Clifford from Canadian Controlled Media Communications (CCMC)

This is the second post in monthly series – The AIMS Member Profiles – in which AIMS volunteer and blog correspondent Eden Spodek  interviews and profiles an AIMS premium member.

Deborah is responsible for online business development at SCOREgolf.com (part of CCMC a sports marketing firm she joined last April). She works with media buyers developing online campaigns for clients who either want their brand associated with golf or, whose customers are avid golfers.

Q: What is SCOREgolf.com's mandate?
A: Our mandate here at SCOREgolf is to be the definitive golfing voice to avid Canadian golfers, bringing the most relevant content to both sport and industry news as well as products. We also promote exclusive golf travel, linking golfers to destinations featuring premier golfing and top-notch resort experiences.

Q: You recently launched a secure members site, why?
A: We want to segment our audience and provide a special set of content and services for more avid and involved readers. We haven't officially started the program but we've launched a secure application to ensure we can associate a user's saved data to the right person. Without this capability, the value of the tools planned for the secure site will diminish.

Q: What strategies have been used to encourage visitor conversion?
A: Over the winter, we will be adding the columnists to the Insider area and other premium content offerings we think will appeal to our most loyal and interested users. We expect that the content proposition will be the main reason people will sign-up. We will tease visitors on the public site with snacks of content available only on the secure site, coupled with an immediate call to action to register.

Q: Tell us about SCOREgolf's recently-launched golf travel section?
A: We have a set of advertisers who are specifically interested in golfers who travel...the section/club is designed to provide content value for those so we can sell access to this specific segment of customers.

Q: How is this section differentiated from the Golf Course and Golf Resort Guides?
A: The golf course guide is aimed at golfers looking for local options to play (up to one hour from the primary residence). The resort guides are facilities with hotel or lodging onsite and aimed at golfers who are traveling.

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