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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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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


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