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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

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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


Rise in ethnic diversity


Increased role of women




Culture of Millennials / Gen Y




Less is more, status is fading, importance of family


Increased bargain hunting




Health and wellness


Time compression


Bruised trust in institutions / word of mouth rules


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




Program Management and Execution


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
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 
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
  • 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
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)


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

marketing assets
Marketing Assets


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
  • Visit the Golf 2.0 website and share with your staff
    • username: golf2.0
    • password: growgolf