Golf Course Builders Association of America ~ Summer Meeting

1. Golf Course Builders Association of America ~ Summer Meeting August 16, 2012 World Golf Village

2. Golf 2.0 Accomplishments • Broad-based Golf 2.0 communication, awarenessand 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

3. PGA Member Communication

4. Industry / Consumer Awareness

5. Allied / Consumer Awareness

6. ‘12 Golf 2.0 Objectives • 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

7. PGA Professional Engagement • 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 

8. Industry Support

9. 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

10. 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

11. GET GOLF READY

12. 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

13. 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)

14. Media MEDIAQUANTITY TV 444 :30 units Print 50 Insertions DigitalRun 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

15. Consumer Awareness

16. Creative Samples

17. Online Industry Communication

18. 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)

19. 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 • 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. 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

21. Thank you! Have a great golf day!