Abstract

Westfield Golf Course is a public golf course in Winona, Minnesota. Westfield opened for business in 1923 and is operated by Westfield, LLC, and overseen by a board of directors that ensures compliance with the terms of a deed for the land on which Westfield sits. The golf course has seen consistent success since its inception, but due to changing economics and increased competition, its membership has declined from a high of approximately 1,200 members in the 1980s to around 300 today. This project uses research and analysis to uncover strategic and creative solutions to address Westfield’s challenges. A review of applied research was conducted, and key insights revealed the need for Westfield to increase revenues and find additional funds for upgrades and repairs that need to be done. To develop the communication strategy, I relied upon Pat Jackson’s behavioral public relations model which converts attitudes and behavioral intent into action. Jackson’s model demonstrates how publics can progress from awareness to behavioral change through communication. Primary research included in-depth stakeholder interviews of golf club staff and board members and a member survey. The results were used to develop goals, objectives, and strategies included in a “Swing into Westfield” campaign with a detailed implementation plan and campaign evaluation. The campaign invites the community to experience Westfield’s golf course, bar and restaurant, and social opportunities. Implementation of these recommendations will ensure Westfield Golf Club remains financially solvent and continues operating.

Date of Award

7-21-2025

Document Type

Thesis

Degree Name

Master of Arts in Strategic Communication

Department

Mass Communication

First Advisor

Stacey Kanihan

Location

Winona, Minnesota

Unique Identifier

WSUMCOMSTRATCOMM-ETD-2025-Kinowski

Rights

All rights reserved by the author.

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