Transcript 08 PowerPoint

GOLF COURSE BUILDERS ASSOCIATION
OF AMERICA ~ SUMMER MEETING
August 16, 2012
World Golf Village
Golf 2.0 Accomplishments
•
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
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Activated target markets with Player Development Regional Managers and Section support
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Retained NGF for tracking and research support
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Transitioned Get Golf Ready to PGA HQ and facilitated 45% growth
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Created highly valuable youth development platform – PGA Sports Academy, PGA Junior
League Golf, Boys and Girls Clubs of America
PGA Member Communication
3
Industry / Consumer
Awareness
Allied / Consumer Awareness
‘12 Golf 2.0 Objectives
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Expedite discovery and engagement in Golf 2.0 by PGA Professionals and golf
industry stakeholders
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Secure industry endorsement and involvement in Golf 2.0
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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
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Activate NGF for research and tracking
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Streamline Golf 2.0 to focus on three initiatives
–
–
–
Strengthen Core: TEE IT FORWARD
Engage Lapsed: Get Golf Ready
Develop New: Junior League Golf
PGA Professional Engagement
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Golf 2.0 was the central theme at Fall ‘11 & Spring ‘12 Section Meetings
(Record turnouts)
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New Member Service Requirements (MSR) including Player Development
and new MSR / GGR processing solution
•
New Certified Professional Program for Player Development
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Section and local SME led education this Fall focused on Know Your
Customer, Connecting with Her and Player Development
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Hired 9 Player Development Regional Managers and a National Manager
to activate programs and create marketing strategy 2.0
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New IT template to report results and critical analysis
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
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
GET GOLF READY
2009
2010
2011
2012
Thru 8/1
1,134
1,450
1,880
3,000 +
3,000
3,700
4,300
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
-
-
-
-
GGR Approved
Facilities
Facilities w/ Events
or Reporting
$63 M
2012
Goals
2013
Goals
2014
Goals
PGA Junior League Golf
• Answer to soccer and other
team sports
• Developmental, team
uniforms, names and
numbers
• Structured practice and
“games” that fit into familycentric 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
Print
50 Insertions
Digital
Run Of Site
Radio
1,575
:30 spots
9 Target Markets
1,240
:30 units
:30 units
Over $16 Million in PGA controlled media
and financial support for Get Golf Ready
Consumer Awareness
Creative Samples
Online Industry
Communication
Research, Metrics,
Measures
• 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)
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Golf 2.0 Next Steps
•
Successfully leverage Player Development Regional
Managers to maximize marketing, promotion and activation
of Golf 2.0 initiatives in 9 target markets
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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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GCBAA Support
• 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
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THANK YOU!
HAVE A GREAT GOLF
DAY!