GOLF COURSE BUILDERS ASSOCIATION OF AMERICA ~ SUMMER MEETING
August 16, 2012World Golf Village
• Broad-based Golf 2.0 communication, awareness and validation
• Engaged allied associations, industry and partners to participate on strategic teams
• Socialized discovery by PGA Professionals, Facilities, Allied Associations and Industry
• Educated key constituents, launched “Speaking Female”, built CPP for Player Development and authored two “Playbook” tools
• Built out staff model – internal and external
• Activated target markets with Player Development Regional Managers and Section support
• Retained NGF for tracking and research support
• Transitioned Get Golf Ready to PGA HQ and facilitated 45% growth
• Created highly valuable youth development platform – PGA Sports Academy, PGA Junior League Golf, Boys and Girls Clubs of America
Golf 2.0 Accomplishments
3
PGA Member Communication
Industry / Consumer Awareness
Allied / Consumer Awareness
• Expedite discovery and engagement in Golf 2.0 by PGA Professionals and golf industry stakeholders
• Secure industry endorsement and involvement in Golf 2.0 • ID opportunities for scale through Get Golf Ready activation in nine
target markets
• Integrate Get Golf Ready marketing using all available Association assets: broadcast, radio, print, social, digital, database
• Activate NGF for research and tracking • Streamline Golf 2.0 to focus on three initiatives
– Strengthen Core: TEE IT FORWARD– Engage Lapsed: Get Golf Ready– Develop New: Junior League Golf
‘12 Golf 2.0 Objectives
• Golf 2.0 was the central theme at Fall ‘11 & Spring ‘12 Section Meetings (Record turnouts)
• New Member Service Requirements (MSR) including Player Development and new MSR / GGR processing solution
• New Certified Professional Program for Player Development
• Section and local SME led education this Fall focused on Know Your Customer, Connecting with Her and Player Development
• Hired 9 Player Development Regional Managers and a National Manager to activate programs and create marketing strategy 2.0
• New IT template to report results and critical analysis
PGA Professional Engagement
Industry Support
Target Market Activation
• Program growth goals and promotional plan for PGA Sections, Professionals and Employers
• MCO partnerships in each of the 9 markets• TV broadcast buy through NBC, Comcast and Fox
for regional sports and news show• Geo and behavioral targeted online
advertisements• PR and social media led by H&K Strategies• Direct email campaign to consumer databases• Targeting PGA Partners to host employee
programs
TEE IT FORWARD• What Golfers reported:
– 85% said playing golf was more fun
– 56% said it was faster– 83% hit more lofted clubs
into greens– 85% of comments on
Facebook were supportive
– 56% are likely to play more often because of TIF
• What Facilities reported:– 86% will continue to
promote TIF all year– 41% offered a short
course option
GET GOLF READY
2009 2010 20112012 Thru 8/1
2012 Goals
2013 Goals
2014 Goals
GGR Approved Facilities 1,134 1,450 1,880 3,000 + 3,000 3,700 4,300Facilities w/ Events or Reporting 712 531 790 800 + 1,750 2,500 3,250
Total Events 2,975 2,269 2,965 3,659 7,875 12.500 16,250
Total Retained Golfers 17,725 16,449 32,030 - 70,000 100,000 130,000
Total Annual Spend $8 M $8 M $17 M - $63 M $90 M $117 M
Cumulative Spend $8 M $21 M $63 M - - - -
PGA Junior League Golf• Answer to soccer and
other team sports
• Developmental, team uniforms, names and numbers
• Structured practice and “games” that fit into family-centric time lines
• Great start in 22 markets nationwide, 150 teams, 2,000 juniors
• World Series at Cog Hill prior to Ryder Cup Matches
GGR Integrated Marketing
• Consolidate media assets to deliver one consistent brand message and call to action, thus increasing consumer awareness for Get Golf Ready.
• Target specific demographics that have high interest in golf and drive them to Get Golf Ready programs.
• Supplement PGA media assets with additional marketing spend, thus increasing weight of message towards target demographics during key time frames.
• Increase number of golfers, golf rounds and revenue associated with increased play(ers)
Media
MEDIA QUANTITYTV 444 :30 unitsPrint 50 InsertionsDigital Run Of SiteRadio 1,575 :30 spots9 Target Markets 1,240 :30 units
Over $16 Million in PGA controlled media and financial support for Get Golf Ready
Consumer Awareness
Creative Samples
Online Industry Communication
18
• How will our success be measured?– KPIs: Programs, participation, retention, spend, and satisfaction
• What has NGF been doing?– Delivered latent demand data for 9 target markets; added to BIZ to
prioritize targets; CRM and real time program reporting– TEE IT FORWARD participant surveys from Eagle Golf pilot
• What’s next?– New PerformanceTrak Player Development Module for monthly tracking of
GGR and as a benchmark for future evaluation (August)– Player Development Baseline to measure lift / impact (August, February)– Satisfaction Research from various constituencies – program participants,
PGA Members, owners, industry partners (October)– Customer Retention & Spend Research to measure impact of Player
Development efforts (October)
Research, Metrics, Measures
Golf 2.0 Next Steps
19
• Successfully leverage Player Development Regional Managers to maximize marketing, promotion and activation of Golf 2.0 initiatives in 9 target markets
• Fully integrate Get Golf Ready marketing using all available
Association assets: broadcast, radio, print, social, digital, database
• Fully activate NGF for research and tracking • Complete staff hires, evolve Connecting with Her oversight in-house,
and return key staff to core areas of responsibility
• Enhance web-based tools for Get Golf Ready player registration, PGA.com and IT for Golf 2.0 Support
• Complete the next segment of the Playbook Series: CWH
20
• How can GCBAA help Golf 2.0?- Sticks for Kids- Course re designs- New design philosophies- Driving range concepts- TIF and forward tee complexes- Educate and awareness to GCBAA members
GCBAA Support
THANK YOU! HAVE A GREAT GOLF DAY!
Top Related