M.G. Orender President PGA of America

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

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/yearTarget 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 participationFeature programs which overcome barriers to increased participation Attain a double digit increase in rounds played (nine and 18 hole) per golfer.Attain a double digit increase in rounds played (nine and 18 hole) per golfer. Promote golf as fun, affordable and easy to access.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 programsUtilize 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 actionChannel industry-wide marketing support to maximize consumer awareness and action

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

Play Golf America! Marketing Message Play GolfPlay Golf Play Better GolfPlay Better Golf Play More GolfPlay More Golf Play Local Golf: Golf Course or RangePlay Local Golf: Golf Course or Range Find it at playgolfamerica.comFind it at 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 & LifeAn 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 ChaptersA 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: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

A means to measure consumer response to marketing programs and build database of prospects for player development programsA 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 participationA 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 golfersA single call to action for consumer marketing including advertising, public relations and promotions targeting prospective players and Occasional golfers

Play Golf America! Consumer Marketing AdvertisingAdvertising Public RelationsPublic Relations Promotions and Special EventsPromotions and Special Events Direct/Database MarketingDirect/Database Marketing

Play Golf America Industry Marketing EducationEducation Public RelationsPublic Relations Promotions and Special EventsPromotions and Special Events Direct/Database MarketingDirect/Database Marketing

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

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

Consumer Marketing: Promotions/Special Events PGA Free Lesson Month to drive golfers to skill development and organized play opportunitiesPGA 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 tournamentsOn 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.Co-branded family and kids play free promotions supported by various state agencies and the National Recreation & Parks Assoc.

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

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

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

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

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

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

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