Transcript The First Tee

M.G. Orender
President
PGA of America
Play Golf America!
• An umbrella marketing program for adult
player development
• A clear call to action
• A multi-faceted approach targeting all
segments of adult participation
• Led by the PGA, but supported by all
industry segments
Play Golf America! Objectives
• Target America’s 17 million non-golfers who have
expressed a desire to play and 14 million occasional
golfers who play 1-7 times/year
• Feature programs which overcome barriers to increased
participation
• Attain a double digit increase in rounds played (nine and
18 hole) per golfer.
• Promote golf as fun, affordable and easy to access.
• Utilize the Internet as a means to measure consumer
response to marketing programs and build database of
prospects for player development programs
• Channel industry-wide marketing support to maximize
consumer awareness and action
Play Golf America!
Player Development Strategy
• Introduction (Orientation)
• Skill Development (Instruction)
• Organized Play/Competition (Playing
lessons, Leagues, Scrambles)
Play Golf America!
Marketing Message
•
•
•
•
•
Play Golf
Play Better Golf
Play More Golf
Play Local Golf: Golf Course or Range
Find it at playgolfamerica.com
www.playgolfamerica.com
• An umbrella internet search engine promoting PGA,
LPGA, NGCOA and other player development programs
including LU2G, PGA Free Lesson Month, EWGA, and
Golf: For Business & Life
• A portal to various industry player development sites
including: juniorlinks.com, The First Tee, EWGA Chapters
• A marketing tool for PGA, LPGA Professionals and
facility operators to utilize to list their programs based on:
– Skill level
– Type of program
– Target market
www.playgolfamerica.com
• A means to measure consumer response to marketing
programs and build database of prospects for player
development programs
• A golf facility/operator resource site providing
customized content to promote programs, player
development program templates, guidelines and best
practices, and ability to track customer participation
• A single call to action for consumer marketing
including advertising, public relations and promotions
targeting prospective players and Occasional golfers
Play Golf America!
Consumer Marketing
•
•
•
•
Advertising
Public Relations
Promotions and Special Events
Direct/Database Marketing
Play Golf America
Industry Marketing
• Education
• Public Relations
• Promotions and Special Events
• Direct/Database Marketing
Consumer Marketing:
Advertising
• Cooperative development of creative messages
• $8 million pool to date of television inventory led
by PGA of America, PGA TOUR, LPGA, USGA
and broadcast media
• Online advertising through coalition of industry
web sites
• Place-based advertising at participating facilities
and professional tournaments
Consumer Marketing:
Public Relations
• Publicity in key markets of influence and host
cities for professional tournaments
• Utilize PGA TOUR, Champions Tour and LPGA
Tour members as celebrity spokespersons in local
news conferences
• Enlist support of Golf Writers’ Association of
America
Consumer Marketing:
Promotions/Special Events
• PGA Free Lesson Month to drive golfers to skill
development and organized play opportunities
• On site marketing of local programs and national
website at PGA of America, PGA TOUR, Champions
Tour, LPGA and USGA spectator tournaments
• Co-branded family and kids play free promotions
supported by various state agencies and the National
Recreation & Parks Assoc.
Consumer Marketing:
Direct/Database
• Leverage association, manufacturer and media
databases to achieve referrals from existing golfers
• Build database of new and existing golfers seeking
information and programs at playgolfamerica.com
• Test zip code based direct mail as coop marketing
program with participating facilities
Industry Marketing:
Education
• Updated Professional Golf Management Curriculum being offered at
various colleges and universities
• Online player development education, special workshops and seminars
for PGA Professionals
• Online reference center (“Best Practices”) and portal to gather/share
top ideas to grow rounds
• Tools to build and utilize customer databases
• Tutorials on registration of facilities/programs on playgolfamerica.com
• Marketing “tool kits” and other resources available on
playgolfamerica.com
• Action team training sessions for PGA Life Members to support player
development programs
Industry Marketing:
Public Relations
• Educational stories in various owner/ operator trade
magazines
• Recognition of top performers for their contribution to
growing the game; i.e., PGA President’s Council
• Communication through allied association
regional/section/state meetings and communication
vehicles
Industry Marketing:
Promotions/Special Events
• GOLF 20/20
• PGA Expositions and membership meetings,
NGCOA, LPGA and EWGA annual meetings
• Other industry trade shows
Industry Marketing:
Direct/Database
• Various industry websites including PGALinks.com,
Golf2020.com, NGCOA.org
• PGA Distance Learning programs
• Various consumer websites including PGA.com,
LPGA.com, PGATour.com, EWGA.org, USGA.org,
juniorlinks.com, etc.
• Playgolfamerica.com’s administrative site tools
• Other industry web sites
PGA of America’s Commitment
• Convert estimated $6-8 million in PGA Member PSAs to Growth of
Game promotional units
• Update playgolfamerica.com to encompass all adult player
development programs
• Turner/AOL and PGA.com support of playgolfamerica
• Engage Ryder Cup Captains, PGA Champions, Tour professionals and
celebrities to support promotional efforts
• Hire outside PR agency for market specific publicity
• Develop regional/local media partners through cable operators,
newspaper groups and local web services
• Utilize select facilities for program testing (i.e. PGA Golf
Club/Learning Center)
• Engage PGA Sections to provide local admin and marketing support
Industry Support
• Additional PSA inventory on PGA TOUR, LPGA and USGA
telecasts
• PGA TOUR, LPGA and USGA events and players
• Additional ad inventory from TV, print industry to promote
playgolfamerica.com
• Marketing support from golf manufacturers
• Database sharing of media, manufacturers and associations to
target infrequent players
• Special equipment offerings geared to support player
development programs
• Creation of custom programs with multi-course owners