Paul Metzler

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Paul Metzler

• Director of Consumer Marketing and Player
  DevelopmentPGA of America

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2003 Objectives

• Expansion of Link Up 2 Golf program
• Update Link Up 2 Golf graduate retention
  statistics among 2002 students
• Identify critical issues for continued program
  success

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Expansion of LU2G in 2003

• Promoted program participation to LPGA, NGCOA,
  GRAA and PGA member facilities
• Original goals for 2003 were to launch LU2G at
  120 host sites in 34 markets
• Currently enlisted 214 facilities in 107 markets
  to serve as host sites
• Conducting ongoing education and training
  seminars for host locations

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Expansion of LU2G in 2003
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Expansion of LU2G in 2003
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2002 Graduate Retention Study

• Conducted survey among LU2G graduates from 2002
  utilizing direct mail, online and telephone
  survey
• Based on responses from 324 participants, results
  bode well for the program and demonstrate the
  programs impact on growing rounds, retaining
  golfers and increasing revenues

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2002 Graduate Retention Study

• 75 of New Golfers and 100 of Existing Golfers
  are still in the game 1 year later (combined 82
  retention)
• New golfers spent 885 on golf and played 13
  rounds in 12 months following Link Up 2 Golf
• Existing golfers spent 1198 on golf and
  increased their play by 15 rounds

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Avg. Spending on Golf Per Year
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Avg. Spending on Golf Per Year
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Retained Golfers 2001 vs. 2002
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2003 LU2G Revenue Projection
Participants/Facility (Active Top
50) 44 Participant Retention Rate 82
Retained Participants/Facility 36 12-Month
Trailing Revenues Retained New Golfers (26
part.) 23,010 Retained Existing Golfer (10
part.) 11,980 Program Fees (149 x 44
participants) 6,556 Total Revenues Generated
By Facility 41,546
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What Weve Learned in 2003

• Most desirable time to launch the program for a
  majority of sites is late March through April
• Those who begin PR efforts at the local level
  months in advance of programs do better
• Operators who utilize national web site for
  marketing resources, promotion and customer
  management attract and retain more participants
• Local print coverage is more likely to occur when
  the story is combined with other golf related
  stories

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What Weve Learned in 2003

• Clinics marketed to niche groups (families,
  couples, women, seniors) were well-received
• Continual facility follow-up is essential for
  retention
• LU2G host site and student feedback show desire
  for next-step programs
• Considerable number of like programs being
  conducted in the market place that achieve
  similar goals

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What Weve Learned in 2003

• Net Results
• LU2G curriculum is well-received by host
  facilities and students alike
• Those who proactively marketed to, and followed
  up with students have seen best overall results

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