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

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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 QUANTITY

TV 444 :30 units

Print 50 Insertions

Digital Run Of Site

Radio 1,575 :30 spots

9 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

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• 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

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• 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

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• 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!