1 / 21

M.G. Orender

M.G. Orender. President PGA of America . Play Golf America! . An umbrella marketing program for adult player development A clear call to action A multi-faceted approach targeting all segments of adult participation Led by the PGA, but supported by all industry segments.

zafirah
Télécharger la présentation

M.G. Orender

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. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. M.G. Orender PresidentPGA of America

  2. Play Golf America! • An umbrella marketing program for adult player development • A clear call to action • A multi-faceted approach targeting all segments of adult participation • Led by the PGA, but supported by all industry segments

  3. Play Golf America! Objectives • Target America’s 17 million non-golfers who have expressed a desire to play and 14 million occasional golfers who play 1-7 times/year • Feature programs which overcome barriers to increased participation • Attain a double digit increase in rounds played (nine and 18 hole) per golfer. • Promote golf as fun, affordable and easy to access. • Utilize the Internet as a means to measure consumer response to marketing programs and build database of prospects for player development programs • Channel industry-wide marketing support to maximize consumer awareness and action

  4. Play Golf America! Player Development Strategy • Introduction (Orientation) • Skill Development (Instruction) • Organized Play/Competition (Playing lessons, Leagues, Scrambles)

  5. Play Golf America! Marketing Message • Play Golf • Play Better Golf • Play More Golf • Play Local Golf: Golf Course or Range • Find it at playgolfamerica.com

  6. www.playgolfamerica.com • An umbrella internet search engine promoting PGA, LPGA, NGCOA and other player development programs including LU2G, PGA Free Lesson Month, EWGA, and Golf: For Business & Life • A portal to various industry player development sites including: juniorlinks.com, The First Tee, EWGA Chapters • A marketing tool for PGA, LPGA Professionals and facility operators to utilize to list their programs based on: • Skill level • Type of program • Target market

  7. www.playgolfamerica.com • A means to measure consumer response to marketing programs and build database of prospects for player development programs • A golf facility/operator resource site providing customized content to promote programs, player development program templates, guidelines and best practices, and ability to track customer participation • A single call to action for consumer marketing including advertising, public relations and promotions targeting prospective players and Occasional golfers

  8. Play Golf America! Consumer Marketing • Advertising • Public Relations • Promotions and Special Events • Direct/Database Marketing

  9. Play Golf America Industry Marketing • Education • Public Relations • Promotions and Special Events • Direct/Database Marketing

  10. Consumer Marketing: Advertising • Cooperative development of creative messages • $8 million pool to date of television inventory led by PGA of America, PGA TOUR, LPGA, USGA and broadcast media • Online advertising through coalition of industry web sites • Place-based advertising at participating facilities and professional tournaments

  11. Consumer Marketing: Public Relations • Publicity in key markets of influence and host cities for professional tournaments • Utilize PGA TOUR, Champions Tour and LPGA Tour members as celebrity spokespersons in local news conferences • Enlist support of Golf Writers’ Association of America

  12. Consumer Marketing: Promotions/Special Events • PGA Free Lesson Month to drive golfers to skill development and organized play opportunities • On site marketing of local programs and national website at PGA of America, PGA TOUR, Champions Tour, LPGA and USGA spectator tournaments • Co-branded family and kids play free promotions supported by various state agencies and the National Recreation & Parks Assoc.

  13. Consumer Marketing: Direct/Database • Leverage association, manufacturer and media databases to achieve referrals from existing golfers • Build database of new and existing golfers seeking information and programs at playgolfamerica.com • Test zip code based direct mail as coop marketing program with participating facilities

  14. Industry Marketing: Education • Updated Professional Golf Management Curriculum being offered at various colleges and universities • Online player development education, special workshops and seminars for PGA Professionals • Online reference center (“Best Practices”) and portal to gather/share top ideas to grow rounds • Tools to build and utilize customer databases • Tutorials on registration of facilities/programs on playgolfamerica.com • Marketing “tool kits” and other resources available on playgolfamerica.com • Action team training sessions for PGA Life Members to support player development programs

  15. Industry Marketing: Public Relations • Educational stories in various owner/ operator trade magazines • Recognition of top performers for their contribution to growing the game; i.e., PGA President’s Council • Communication through allied association regional/section/state meetings and communication vehicles

  16. Industry Marketing: Promotions/Special Events • GOLF 20/20 • PGA Expositions and membership meetings, NGCOA, LPGA and EWGA annual meetings • Other industry trade shows

  17. Industry Marketing: Direct/Database • Various industry websites including PGALinks.com, Golf2020.com, NGCOA.org • PGA Distance Learning programs • Various consumer websites including PGA.com, LPGA.com, PGATour.com, EWGA.org, USGA.org, juniorlinks.com, etc. • Playgolfamerica.com’s administrative site tools • Other industry web sites

  18. PGA of America’s Commitment • Convert estimated $6-8 million in PGA Member PSAs to Growth of Game promotional units • Update playgolfamerica.com to encompass all adult player development programs • Turner/AOL and PGA.com support of playgolfamerica • Engage Ryder Cup Captains, PGA Champions, Tour professionals and celebrities to support promotional efforts • Hire outside PR agency for market specific publicity • Develop regional/local media partners through cable operators, newspaper groups and local web services • Utilize select facilities for program testing (i.e. PGA Golf Club/Learning Center) • Engage PGA Sections to provide local admin and marketing support

  19. Industry Support • Additional PSA inventory on PGA TOUR, LPGA and USGA telecasts • PGA TOUR, LPGA and USGA events and players • Additional ad inventory from TV, print industry to promote playgolfamerica.com • Marketing support from golf manufacturers • Database sharing of media, manufacturers and associations to target infrequent players • Special equipment offerings geared to support player development programs • Creation of custom programs with multi-course owners

More Related