Multi course owner leadership retreat
This presentation is the property of its rightful owner.
Sponsored Links
1 / 22

MULTI-COURSE OWNER leadership RETREAT PowerPoint PPT Presentation


  • 52 Views
  • Uploaded on
  • Presentation posted in: General

MULTI-COURSE OWNER leadership RETREAT. JUNE 21, 2012. History of Golf 2.0. Boston Consulting Group study funded by The PGA of America Consumer behavior post-recession How golf will fare in new economy M aking golf more enjoyable, relevant and welcoming to beginners

Download Presentation

MULTI-COURSE OWNER leadership RETREAT

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Multi course owner leadership retreat

MULTI-COURSE OWNER leadership RETREAT

JUNE 21, 2012


Multi course owner leadership retreat

History of Golf 2.0

Boston Consulting Group study funded by The PGA of America

Consumer behavior post-recession

How golf will fare in new economy

Making golf more enjoyable, relevant and welcoming to beginners

A retail plan for PGA Professionals and Employers to grow their business


Key megatrends

Key Megatrends

Aging of baby boomers

1

Rise in ethnic diversity

2

Increased role of women

Demographic

Trends

3

Culture of Millennials / Gen Y

4

5

Economy

Less is more, status is fading, importance of family

6

Increased bargain hunting

7

Consumer

Trends

Health and wellness

8

Time compression

9

Bruised trust in institutions / word of mouth rules

10


Golf 2 0 core s trategies

Golf 2.0 Core Strategies

"Growing the Game"

Retain and Strengthen the Golfing Core

Engage the Lapsed

Drive New Players

2

1

3

Program Management and Execution

4


Mco engagement

MCO Engagement

  • Briefing in Tampa at Golf, Inc.

  • Board discussion last year at Retreat

  • Engagement of MCOs in pilot initiatives

  • Board discussion and presentation in Las Vegas

  • Update today and look ahead to 2013


Industry support

Industry Support


Ceo transition

CEO Transition

  • Golf 2.0 well established in PGA culture

    • Board

    • Staff

    • Sections

    • PGA Members

  • Priorities for next CEO

  • Transition time line


Golf 2 0 accomplishments

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, built CPP for Player Development and “Playbook” tools

  • Built out staff model – internal and external

  • Activated target markets with Player Development Regional Managers and Section support

  • Transitioned Get Golf Ready to PGA HQ and facilitated 45% growth


12 golf 2 0 objectives

‘12 Golf 2.0 Objectives

  • Expedite discovery of and engagement in Golf 2.0 by PGA Professionals

  • Secure industry endorsement and involvement in Golf 2.0

  • Identify opportunities for scale through activation in nine target markets

  • 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

PGA Professional Engagement

  • Golf 2.0 was the central theme at Fall ‘11 & Spring ‘12 Section Meetings

  • New Member Service Requirements (MSR) focused on Player Development

  • 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 


Industry support1

Industry Support


Target market activation

Target Market Activation

  • Program growth goals and promotion with PGA Sections, Professionals and their 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

TEE IT FORWARD

  • What Golfers reported:

    • 70% said playing golf was more fun

    • 47% said it was faster

    • 85% of comments on Facebook were supportive

    • 52% 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

GET GOLF READY


Pga junior league golf

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

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

MEDIAQUANTITY

TV444 :30 units

Print50 Insertions

DigitalRun Of Site

Radio1,575 :30 spots

9 Target Markets1,240 :30 units

Over $16 Million in PGA controlled media and financial support for Get Golf Ready


Marketing assets

Marketing Assets

@ThePGAofAmerica


Creative samples

Creative Samples


Employer ask

Employer Ask

  • Conduct Get Golf Ready classes

  • Host PGA Junior League Golf teams

  • Facilitate Golf 2.0 employee education

  • Conduct integrated email campaigns to consumer database

  • Host and promote player development programs for employees, partners and other relations

  • Leverage existing marketing channels with consistent message to promote programming at facility level

  • Meet with Golf 2.0 and PDRM team to establish an action plan


Golf20 net

Golf20.net

  • Visit the Golf 2.0 website and share with your staff

  • www.golf20.net

    • username: golf2.0

    • password: growgolf


  • Login