M.G. Orender President PGA of America. Play Golf America! An umbrella marketing program for adult player developmentAn umbrella marketing program for

M.G. OrenderM.G. OrenderPresidentPresident

PGA of America PGA of America

Play Golf America! Play Golf America!

• An umbrella marketing program for adult An umbrella marketing program for adult player developmentplayer development

• A clear call to actionA clear call to action

• A multi-faceted approach targeting all A multi-faceted approach targeting all segments of adult participationsegments of adult participation

• Led by the PGA, but supported by all Led by the PGA, but supported by all industry segmentsindustry segments

Play Golf America! ObjectivesPlay Golf America! Objectives

• Target America’s 17 million non-golfers who have expressed a Target America’s 17 million non-golfers who have expressed a desire to play and 14 million occasional golfers who play 1-7 desire to play and 14 million occasional golfers who play 1-7 times/yeartimes/year

• Feature programs which overcome barriers to increased Feature programs which overcome barriers to increased participation participation

• Attain a double digit increase in rounds played (nine and 18 hole) Attain a double digit increase in rounds played (nine and 18 hole) per golfer.per golfer.

• Promote golf as fun, affordable and easy to access.Promote golf as fun, affordable and easy to access.• Utilize the Internet as a means to measure consumer response to Utilize the Internet as a means to measure consumer response to

marketing programs and build database of prospects for player marketing programs and build database of prospects for player development programsdevelopment programs

• Channel industry-wide marketing support to maximize consumer Channel industry-wide marketing support to maximize consumer awareness and actionawareness and action

Play Golf America!Play Golf America!

Player Development Strategy Player Development Strategy

• Introduction (Orientation)Introduction (Orientation)

• Skill Development (Instruction)Skill Development (Instruction)

• Organized Play/Competition (Playing Organized Play/Competition (Playing lessons, Leagues, Scrambles)lessons, Leagues, Scrambles)


Marketing Message Marketing Message

• Play GolfPlay Golf

• Play Better GolfPlay Better Golf

• Play More GolfPlay More Golf

• Play Local Golf: Golf Course or RangePlay Local Golf: Golf Course or Range

• Find it at playgolfamerica.comFind it at playgolfamerica.com

www.playgolfamerica.com www.playgolfamerica.com

• An umbrella internet search engine promoting PGA, LPGA, An umbrella internet search engine promoting PGA, LPGA, NGCOA and other player development programs including NGCOA and other player development programs including LU2G, PGA Free Lesson Month, EWGA, and Golf: For LU2G, PGA Free Lesson Month, EWGA, and Golf: For Business & LifeBusiness & Life

• A portal to various industry player development sites including: A portal to various industry player development sites including: juniorlinks.com, The First Tee, EWGA Chaptersjuniorlinks.com, The First Tee, EWGA Chapters

• A marketing tool for PGA, LPGA Professionals and facility A marketing tool for PGA, LPGA Professionals and facility operators to utilize to list their programs based on:operators to utilize to list their programs based on:– Skill level Skill level – Type of program Type of program – Target marketTarget market

www.playgolfamerica.com www.playgolfamerica.com

• A means to measure consumer response to marketing A means to measure consumer response to marketing programs and build database of prospects for player programs and build database of prospects for player development programsdevelopment programs

• A golf facility/operator resource site providing A golf facility/operator resource site providing customized content to promote programs, player customized content to promote programs, player development program templates, guidelines and best development program templates, guidelines and best practices, and ability to track customer participationpractices, and ability to track customer participation

• A single call to action for consumer marketing including A single call to action for consumer marketing including advertising, public relations and promotions targeting advertising, public relations and promotions targeting prospective players and Occasional golfersprospective players and Occasional golfers


Consumer Marketing Consumer Marketing

• AdvertisingAdvertising

• Public RelationsPublic Relations

• Promotions and Special EventsPromotions and Special Events

• Direct/Database MarketingDirect/Database Marketing

Play Golf AmericaPlay Golf America

Industry Marketing Industry Marketing • EducationEducation

• Public RelationsPublic Relations

• Promotions and Special EventsPromotions and Special Events

• Direct/Database MarketingDirect/Database Marketing

Consumer Marketing:Consumer Marketing:

AdvertisingAdvertising

• Cooperative development of creative messagesCooperative development of creative messages

• $8 million pool to date of television inventory led $8 million pool to date of television inventory led by PGA of America, PGA TOUR, LPGA, USGA by PGA of America, PGA TOUR, LPGA, USGA and broadcast mediaand broadcast media

• Online advertising through coalition of industry Online advertising through coalition of industry web sitesweb sites

• Place-based advertising at participating facilities Place-based advertising at participating facilities and professional tournamentsand professional tournaments


Public Relations Public Relations

• Publicity in key markets of influence and host Publicity in key markets of influence and host cities for professional tournamentscities for professional tournaments

• Utilize PGA TOUR, Champions Tour and LPGA Utilize PGA TOUR, Champions Tour and LPGA Tour members as celebrity spokespersons in local Tour members as celebrity spokespersons in local news conferencesnews conferences

• Enlist support of Golf Writers’ Association of Enlist support of Golf Writers’ Association of AmericaAmerica


Promotions/Special Events Promotions/Special Events • PGA Free Lesson Month to drive golfers to skill PGA Free Lesson Month to drive golfers to skill

development and organized play opportunitiesdevelopment and organized play opportunities

• On site marketing of local programs and national On site marketing of local programs and national website at PGA of America, PGA TOUR, Champions website at PGA of America, PGA TOUR, Champions Tour, LPGA and USGA spectator tournamentsTour, LPGA and USGA spectator tournaments

• Co-branded family and kids play free promotions Co-branded family and kids play free promotions supported by various state agencies and the National supported by various state agencies and the National Recreation & Parks Assoc.Recreation & Parks Assoc.


Direct/Database Direct/Database • Leverage association, manufacturer and media Leverage association, manufacturer and media

databases to achieve referrals from existing golfersdatabases to achieve referrals from existing golfers

• Build database of new and existing golfers seeking Build database of new and existing golfers seeking information and programs at playgolfamerica.cominformation and programs at playgolfamerica.com

• Test zip code based direct mail as coop marketing Test zip code based direct mail as coop marketing program with participating facilitiesprogram with participating facilities

Industry Marketing:Industry Marketing:

EducationEducation

• Updated Professional Golf Management Curriculum being offered at various Updated Professional Golf Management Curriculum being offered at various colleges and universitiescolleges and universities

• Online player development education, special workshops and seminars for Online player development education, special workshops and seminars for PGA ProfessionalsPGA Professionals

• Online reference center (“Best Practices”) and portal to gather/share top Online reference center (“Best Practices”) and portal to gather/share top ideas to grow roundsideas to grow rounds

• Tools to build and utilize customer databasesTools to build and utilize customer databases

• Tutorials on registration of facilities/programs on playgolfamerica.comTutorials on registration of facilities/programs on playgolfamerica.com

• Marketing “tool kits” and other resources available on playgolfamerica.comMarketing “tool kits” and other resources available on playgolfamerica.com

• Action team training sessions for PGA Life Members to support player Action team training sessions for PGA Life Members to support player development programsdevelopment programs


Public Relations Public Relations • Educational stories in various owner/ operator trade Educational stories in various owner/ operator trade

magazinesmagazines

• Recognition of top performers for their contribution to Recognition of top performers for their contribution to growing the game; i.e., PGA President’s Councilgrowing the game; i.e., PGA President’s Council

• Communication through allied association Communication through allied association regional/section/state meetings and communication regional/section/state meetings and communication vehiclesvehicles


Promotions/Special Events Promotions/Special Events

• GOLF 20/20GOLF 20/20

• PGA Expositions and membership meetings, PGA Expositions and membership meetings, NGCOA, LPGA and EWGA annual meetingsNGCOA, LPGA and EWGA annual meetings

• Other industry trade showsOther industry trade shows


Direct/DatabaseDirect/Database

• Various industry websites including PGALinks.com, Various industry websites including PGALinks.com, Golf2020.com, NGCOA.orgGolf2020.com, NGCOA.org

• PGA Distance Learning programsPGA Distance Learning programs

• Various consumer websites including PGA.com, Various consumer websites including PGA.com, LPGA.com, PGATour.com, EWGA.org, USGA.org, LPGA.com, PGATour.com, EWGA.org, USGA.org, juniorlinks.com, etc.juniorlinks.com, etc.

• Playgolfamerica.com’s administrative site toolsPlaygolfamerica.com’s administrative site tools

• Other industry web sitesOther industry web sites

PGA of America’s CommitmentPGA of America’s Commitment

• Convert estimated $6-8 million in PGA Member PSAs to Growth of Game Convert estimated $6-8 million in PGA Member PSAs to Growth of Game promotional unitspromotional units

• Update playgolfamerica.com to encompass all adult player development Update playgolfamerica.com to encompass all adult player development programsprograms

• Turner/AOL and PGA.com support of playgolfamericaTurner/AOL and PGA.com support of playgolfamerica

• Engage Ryder Cup Captains, PGA Champions, Tour professionals and Engage Ryder Cup Captains, PGA Champions, Tour professionals and celebrities to support promotional effortscelebrities to support promotional efforts

• Hire outside PR agency for market specific publicityHire outside PR agency for market specific publicity

• Develop regional/local media partners through cable operators, newspaper Develop regional/local media partners through cable operators, newspaper groups and local web servicesgroups and local web services

• Utilize select facilities for program testing (i.e. PGA Golf Club/Learning Utilize select facilities for program testing (i.e. PGA Golf Club/Learning Center)Center)

• Engage PGA Sections to provide local admin and marketing supportEngage PGA Sections to provide local admin and marketing support

Industry Support Industry Support

• Additional PSA inventory on PGA TOUR, LPGA and USGA telecastsAdditional PSA inventory on PGA TOUR, LPGA and USGA telecasts

• PGA TOUR, LPGA and USGA events and players PGA TOUR, LPGA and USGA events and players

• Additional ad inventory from TV, print industry to promote Additional ad inventory from TV, print industry to promote playgolfamerica.complaygolfamerica.com

• Marketing support from golf manufacturersMarketing support from golf manufacturers

• Database sharing of media, manufacturers and associations to target Database sharing of media, manufacturers and associations to target infrequent playersinfrequent players

• Special equipment offerings geared to support player development Special equipment offerings geared to support player development programsprograms

• Creation of custom programs with multi-course ownersCreation of custom programs with multi-course owners

Documents

M.G. Orender President PGA of America. Play Golf America! An umbrella marketing program for adult player developmentAn umbrella marketing program for