M'G' Orender

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M.G. Orender

• PresidentPGA of America

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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

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Play Golf America! 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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Play Golf America!

• Player Development Strategy
• Introduction (Orientation)
• Skill Development (Instruction)
• Organized Play/Competition (Playing lessons,
  Leagues, Scrambles)

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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

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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 Professionals and
  facility operators to utilize to list their
  programs based on
• Skill level
• Type of program
• Target market

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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

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Play Golf America!

• Consumer Marketing
• Advertising
• Public Relations
• Promotions and Special Events
• Direct/Database Marketing

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Play Golf America

• Industry Marketing
• Education
• Public Relations
• Promotions and Special Events
• Direct/Database Marketing

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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

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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

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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.

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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

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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

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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
  Presidents Council
• Communication through allied association
  regional/section/state meetings and
  communication vehicles

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Industry Marketing

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

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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.coms administrative site tools
• Other industry web sites

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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
• 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

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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

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