Project Overview

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Highlights

• 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 of America, with support from all
  industry segments

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Player Development
Objectives

• Target Americas 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

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Player Development Best Practices

• Player development best practices include
• PHASE I Orientations (open house) introduce
  customers to the facility, the staff and programs
• PHASE II Skill Development programs (group
  lessons / clinics) both on and off the course
• PHASE III Organized Play programs (leagues /
  scrambles / select tee times, 3-,6- and 9-hole
  activities) addressing barriers of cost and time
• Best practices generate 17 increase in
  retention, 30 increase in rounds played and a
  22 increase in spending among new players, and a
  211 increase in rounds played and a 145
  increase in spending among existing golfers

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Player Development Best Practices Comparison

• Best Practices Other
• New Existing New Existing
• Retention Rate 75 100 64 100
• Average Rounds 13 22 10 3
• Average HH 885 1198 728 489
• Based on 2003 Link Up to Golf
• Based on Golf 20/20 household survey of all new
  and occasional golfers

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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 Professionalsand
  facility operators to utilize to list their
  programs based on
• Level of experience (i.e. beginner/new golfer)
• Type of program (i.e. Link Up 2 Golf, EWGA,
  Leagues)
• Target market (women, seniors, etc.)

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www.playgolfamerica.com
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Engages PGA Professionals
Leverage existing communications and programs to
register PGA member participation in Play Golf
America
PGA Compensation Study (14,600)
PGA.com Find a Golf Instructor (10,400)
PGA Members at PGA Merchandise Show (5,800)
PGA Member Free Lesson Month Participants (4,428)
Allied Association Programs at Host Facilities
(700) (Link Up 2 Golf, EWGA, etc.)
PGA Sections (41)
Play Golf America Cities (10)
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PGA Golf Professional Compensation Study
14,600 Participating Professionals

• Incorporated player development questions on the
  back-end of the compensation survey, now featured
  on PGALinks.com
• Provide opt in option for easy listing on
  playgolfamerica.com
• Conducting online survey that began January 2,
  2004 and will run through March 31, 2004
• Send e-mail to participating PGA professionals to
  confirm data and promote additional marketing
  tools on playgolfamerica.com
• As of January 26, 2004, a total of 7,489 PGA
  Professionals completed the compensation survey
  with 1,764 facilities registering to list their
  programs on playgolfamerica.com

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Find a Golf Instructor
10,400 Participants

• E-mail PGA professionals promoting adult programs
  on PGA.coms Find A Golf Instructor soliciting
  participation in Play Golf America
• Provide opt-in option for easy listing on
  playgolfamerica.com
• Send e-mail to participating professionals to
  confirm data and promote additional marketing
  tools on playgolfamerica.com

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PGA Members _at_ PGA Merchandise Show
5,800 Participants

• Promoting player development education and
  training seminars at the PGA Merchandise Show to
  PGA Professionals via PGA magazine, PGA
  electronic correspondence, section correspondence
  and Reed Exposition
• Conducting 10-minute overviews and 1-hour
  training and education seminars on site
• Providing quick registration tool in Member
  Business Center
• Follow-up with those registering during the show
  and send link to their facilitys web page on
  playgolfamerica.com for verification and access
  to resource center

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PGA/Golf Digest Free Lesson Month Promotion
4,428 Participating Professionals

• Promoting repeat participation in Free Lesson
  Month beginning in December 2003 with deadline to
  be featured in Golf Digest, Golf For Women and
  PGA and Golf Channel web sites by the first week
  of February 2004
• Expanded promotion registration on-site at the
  PGA Merchandise Show to include interest in
  posting group programs on Play Golf America.com
• Educate Free Lesson participants on options for
  converting students to player development
  programs
• Nike has secured Marshall Faulk, Pudge Rodriguez,
  Mia Hamm and Steve Nash for print collateral and
  televised spots

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Allied Association Programsat Host Facilities
700 Participants

• E-mail PGA Professionals who have participated in
  the Presidents Council (262), served as an EWGA
  host site (208) or Link Up 2 Golf host site (214)
  to re-enlist them in our Play Golf America
  database and confirm their hosting of programs in
  2004
• Recruiting EWGA Chapters to post their programs
  on playgolfamerica.com by providing an overview
  of the web site, its benefits and resources.
  Conduct training where possible
• Promote player development web site, resources,
  education programs and multi-million dollar PSA
  campaign to PGA and LPGA Professionals and
  members of the National Golf Course Owners
  Assoc., Golf Range Association of America, Golf
  Course Superintendents Assoc., and Club Managers
  Assoc. of America

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Presidents Council

• 306 PGA Member Professionals completed a survey
  measuring their involvement in conducting adult
  player development programs in 2003
• 92 of those surveyed offered group/clinic
  instruction to a total of 63,350 golfers (27,426
  new and 35,924 existing golfers) for an average
  of 225 new and/or existing golfers per member
• 86 of those surveyed conducted group
  outings/leagues among a total of 110,052 golfers
  (28,594 new and 81,458 existing golfers) for an
  average of 418 new and/or existing golfers per
  member
• A vast majority of the respondents conducted
  group instruction programs specifically geared
  toward adults (76) and in particular women (80)

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PGA Sections
41 Sections

• Create growth of game committee / task force
• Promote section education on player development
• Promote facility enrollment in Free Lesson Month
  and Play Golf America.com
• Incorporate Player Development objectives into
  Section business plan for 2004
• Developing alliances with USGA, NGCOA, PGA Tour
  and LPGA in their local markets

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Play Golf America Cities

• Identify 10 cities with a variety of golf events,
  promotional programs, section volunteer and staff
  support and local facility participation
• Enlist Alday Communications services to conduct
  PR campaigns in the 10 markets
• Incorporate PGA Championship/Ryder Cup/Senior
  Championship Host Cities into the 10 markets
• Schedule Play Golf America demo days in three of
  these 10 markets
• Incorporate promotions at PGA / LPGA Tour USGA
  events in each market
• Facilitate city / market-centric advertising
  campaigns i.e. Play Golf Milwaukee
• Chronicle success as best practice cities /
  markets

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Play Golf America Cities

• Boston, MA
• Charlotte, NC
• Cincinnati, OH
• Dallas/Ft. Worth, TX
• Detroit, MI
• Jacksonville, FL
• Milwaukee, WI
• Phoenix/Scottsdale, AZ
• Northern California
• Washington DC/Fairfax County, VA
• Denotes Play Golf America Demo Days sites for
  2004 promotion

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Registering Your Program

• Programs defined as adult and family group
  programs that are open to the public
• To learn more about programs, available resources
  and to register player development programs, PGA
  Professionals should log on to PGALinks.com and
  select Play Golf America
• By selecting Facility Registration, PGA
  Professionals can view facilities they are
  employed at, identify other Professionals who may
  have posted programs, update their information
  and register to use the resource center and/or
  post programs online
• Play Golf America menu also provides direct
  access to admin site

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Registering Your Program
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Accessing the Administrative Tools
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Resource CenterMarketing Ad Templates
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Advertising

• Cooperative development of creative messages
• 8 million pool of television inventory led by
  PGA of America, PGA TOUR, LPGA, USGA, Champions
  Tour, Nationwide Tour and broadcast media
• Online advertising through coalition of industry
  web sites
• Place-based advertising at participating
  facilities and professional tournaments
• PGA TOUR Agency, GSDM, developing creative
  concepts for review by late January

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Sample PSA
Open with woman golfer hitting out of a greenside
bunker VO It is not uncommon for a professional
golfer to hole a bunker shot for a miraculous par
save. We watch as her shot blasts out of the
bunker, hits the green and trickles into the cup
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Sample PSA
The group explodes, high-fiving and cheering the
incredible shot. VO For the record, the bogey
save is no less dramatic
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Sample PSA

Cut to celebrity. Marshall Faulk Log on to
playgolfamerica.com and discover all the ways you
can get more golf into your life.
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Public Relations

• Publicity in key markets of influence and host
  cities for professional tournaments
• Utilize PGA TOUR, Champions Tour, LPGA Tour and
  Nationwide Tour players as celebrity
  spokespersons in local news conferences
• Enlist support of Golf Writers Association of
  America and golf magazine editors

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Consumer Marketing

• PGA Free Lesson Month to drive golfers to skill
  development and organized play opportunities
• On site marketing of local programs and national
  web site at PGA of America, PGA TOUR, Champions
  Tour, LPGA Tour, Nationwide Tour and USGA
  spectator tournaments
• Co-branded family and kids play free promotions
  supported by various state agencies and the
  National Recreation and Park Association
• Conduct Play Golf America demo days in Charlotte,
  Detroit and Washington D.C.

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Consumer Marketing

• 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

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PGA of Americas 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.com
• 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, golf magazines, 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

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