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MULTI-COURSE OWNER leadership RETREAT

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

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  1. MULTI-COURSE OWNER leadership RETREAT JUNE 21, 2012

  2. 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

  3. 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

  4. 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

  5. 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

  6. Industry Support

  7. CEO Transition • Golf 2.0 well established in PGA culture • Board • Staff • Sections • PGA Members • Priorities for next CEO • Transition time line

  8. 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

  9. ‘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

  10. 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 

  11. Industry Support

  12. 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

  13. 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

  14. GET GOLF READY

  15. 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

  16. 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)

  17. Media MEDIAQUANTITY 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

  18. Marketing Assets @ThePGAofAmerica

  19. Creative Samples

  20. 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

  21. Golf20.net • Visit the Golf 2.0 website and share with your staff • www.golf20.net • username: golf2.0 • password: growgolf

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