Transcript Slide 1

M.G. Orender
Honorary President
PGA of America
Executive Summary
• 2004 marketing initiatives generated 869 million impressions
valued at more than $24 million
• 3,876 facilities registered on website with 4,918 events posted
• 280,000 unique visitors to the site through September 2004
• Record setting PGA Free Lesson Month participation and
lessons given
• Continued evidence that Best Practice methods are working
• Numerous public relations success stories
• Rounds played up between 0.6% and 1.3% through first 3
quarters of 2004
• Growing momentum for 2005
Roger Warren
President, PGA of America
Marketing
• PSA’s themed “Golf Is Calling” were placed in TV, Print
and Radio with a value of more than $11 million
– Television $ 10,624,220
– Print
$
988,800
– Radio
$ 129,000
• Public Relations generated 364 million impressions valued
at more than $9.8 million
• Additional exposure valued at $3 million garnered through
online, theater and event promotions and advertising
donated by industry supporters
• Conducted free clinics in conjunction with tournaments
and special events
Website Metrics
Facility Registration
Western New York PGA
% of Public Green Grass
75.0%
Philadelphia PGA
74.3%
Gulf States PGA
71.8%
Middle Atlantic PGA
65.8%
Midwest PGA
63.0%
Website Metrics
Program Types Offered/Searched
Top 5 Program Categories
(4,900 Programs Posted)
Host Facility Postings
Consumer Searches
Beginner/New Golfer
Women
General Adult
Game Improvement
Couples
Beginner/New Golfer
Game Improvement
Link Up 2 Golf
General Adult
Women
Website Metrics
Unique Visitors
Unique Visitors
Unique Zipcode Searches
Unique Facility Page Visits
70,000
60,839
60,000
56,418
50,000
47,778
40,000
38,648
34,029
30,000
30,027
26,506
22,308
20,000
20,506
16,445
10,000
28,578
12,226
14,261
13,309
9,154
8,486
5,633
16,594
10,066
5,964
8,176
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Website Metrics
Lead Generation
12,000
PGA Cham pionship
11,000
10,000
7,000
6,000
5,000
4,000
3,000
2,000
Unique Visitor Daily Traffic
9,000
Unique
Visitors
8,000
Free Lesson Month
NBC
Today
Show
CBS Early
Show
Ryder Cup
US Open
Greater
Milw aukee
USA Today Open
Dow n
Hurricane
Francis
1,000
0
Dow n
Hurricane
Jeanne
Website Metrics
Lead Generation
YTD Thru September 30, 2004
280,772 Unique Visitors
134,173 Zip Code Searches
(avg. 1.7 searches per user)
71,056 Unique Facility
Page Visits
Website Metrics
PGA Member Marketing Opportunities
Find a PGA Instructor (PGA.com) - 10,528
PGA Free Lesson Month - 4,985
playgolfamerica.com
Facility Registration - 3,876
Facilities Posting Events on
playgolfamerica.com - 728
Core Programs
PGA Free Lesson Month
Program Impact
Avg. # FLM students
% purchasing tee times
Avg. spending on golf fees
% purchasing additional instruction
Avg. spending on additional instruction
% purchasing golf equipment
Avg. spending on golf equipment
Proj. total revenue
18
31%
$558
27%
$219
9%
$531
$5,038
Core Programs
Link Up 2 Golf
Program Impact
Avg. # LU2G students
Avg. fee for LU2G program
% new golfers
% retained new golfers
Avg. spending by retained new golfers
% occasional golfers
% retained occasional golfers
Avg. spending by occasional golfers
Proj. total revenue
36
$120
71%
78%
$852
29%
96%
$1,150
$32,832
Core Programs
Executive Women’s Golf Association
• EWGA Member research reveals strong
commitment (95% retention)
• EWGA Chapter education and
participation
• Development of EWGA Link Up 2 Golf
Core Programs
2004 Host Site Results
% offering orientation/open-house
% offering group instruction
% offering group outings/leagues
Proj. total # of group instruction students
Proj. total # of group outings/leagues
51%
78%
65%
335,368
1,632,878
Core Programs
2004 playgolfamerica.com
Registrant Demographics
Gender:
Male
Female
Golf Experience:
New Golfer
Former Golfer
Occasional Golfer
Race/Ethnicity:
Caucasian
Minority
40%
60%
82%
4%
14%
78%
22%
Learned About Program:
From Friend/Family
At Facility
Magazine/Newspaper
playgolfamerica.com
Mailer/Newsletter
TV
Email
41%
33%
19%
17%
5%
4%
4%
Core Programs
2004 President’s Council
• PGA Class-A Members qualify for recognition in
the President’s Council by hosting adult player
development programs and reporting their results
• More than 900 PGA Members have qualified thus
far in 2004. This is up from 287 in 2003.
Core Programs
Other Highlights
• PGA updated its First Swing curriculum for Adults
• Piloted “Kids Play Free” program at municipal facilities
in Cincinnati, Ohio and Fairfax County, Va. and
launched state-wide program in Florida
• PGA, Reed Exhibitions, PGA Magazine and PGA
Sections conducted Play Golf America Days promotion
at three sites in Charlotte, Alexandria and Detroit,
attracting 600 to 1,000 participants at each site
Success Stories
• Play Golf Ohio & Golf Wisconsin
• PGA Sections hosting free lessons at TOUR events
• Family golf programs
• Link Up 2 Golf programs throughout Northern
California PGA
• Private club program helps build membership
2005 Initiatives
• Increase gross marketing impressions/media value
• Update PGA/LPGA and EWGA Chapter education
• Increase employer support of facility registration and
activation (USGA, NGCOA, Management
Companies, NRPA)
• Expand section and member best practices
• Increase member/facility registration and event
posting
• Build consumer traffic, zip code searches, facility
searches and database entries
Play Golf America Council
M.G. Orender, Chairman
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Sara Hume
Alice Dye
Renee Powell
Dave Manougian
Ken Morton
Ron Drapeau
Phil Tralies
Will Mann
• Gary Schaal
• Len Shapiro
(GWAA President)
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Jim Colbert
Wally Uihlein
Jerry Tarde
Mark King
Play Golf America Council
2005 Initiatives
• Study new industry collaboration
• Evaluate new PGA Member/Section
opportunities
• Expand Play Golf America Days
• Play Golf America Summit