GOLF COURSE BUILDERS ASSOCIATION OF AMERICA ~ SUMMER MEETING August 16, 2012 World Golf Village

Broad-based Golf 2.0 communication, awareness and 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, launched “Speaking Female”, built CPP for Player Development and authored two “Playbook” tools Built out staff model – internal and external Activated target markets with Player Development Regional Managers and Section support Retained NGF for tracking and research support Transitioned Get Golf Ready to PGA HQ and facilitated 45% growth Created highly valuable youth development platform – PGA Sports Academy, PGA Junior League Golf, Boys and Girls Clubs of America Golf 2.0 Accomplishments

3 PGA Member Communication

Industry / Consumer Awareness

Allied / Consumer Awareness

Expedite discovery and engagement in Golf 2.0 by PGA Professionals and golf industry stakeholders Secure industry endorsement and involvement in Golf 2.0 ID opportunities for scale through Get Golf Ready activation in nine target markets Integrate Get Golf Ready marketing using all available Association assets: broadcast, radio, print, social, digital, database Activate NGF for research and tracking Streamline Golf 2.0 to focus on three initiatives –Strengthen Core: TEE IT FORWARD –Engage Lapsed: Get Golf Ready –Develop New: Junior League Golf ‘12 Golf 2.0 Objectives

Golf 2.0 was the central theme at Fall ‘11 & Spring ‘12 Section Meetings (Record turnouts) New Member Service Requirements (MSR) including Player Development and new MSR / GGR processing solution 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 PGA Professional Engagement

Industry Support

Target Market Activation Program growth goals and promotional plan for PGA Sections, Professionals and 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 campaign to consumer databases Targeting PGA Partners to host employee programs

TEE IT FORWARD What Golfers reported: – 85% said playing golf was more fun – 56% said it was faster – 83% hit more lofted clubs into greens – 85% of comments on Facebook were supportive – 56% 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

GET GOLF READY Thru 8/ Goals 2013 Goals 2014 Goals GGR Approved Facilities1,1341,4501,8803,000 +3,0003,7004,300 Facilities w/ Events or Reporting ,7502,5003,250 Total Events2,9752,2692,9653,6597, ,250 Total Retained Golfers17,72516,44932, ,000100,000130,000 Total Annual Spend$8 M $17 M-$63 M$90 M$117 M Cumulative Spend$8 M $21 M$63 M ----

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

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)

Media MEDIAQUANTITY TV444 :30 units Print50 Insertions DigitalRun Of Site Radio1,575 :30 spots 9 Target Markets1,240 :30 units Over $16 Million in PGA controlled media and financial support for Get Golf Ready

Consumer Awareness

Creative Samples

Online Industry Communication

How will our success be measured? –KPIs: Programs, participation, retention, spend, and satisfaction What has NGF been doing? –Delivered latent demand data for 9 target markets; added to BIZ to prioritize targets; CRM and real time program reporting –TEE IT FORWARD participant surveys from Eagle Golf pilot What’s next? – New PerformanceTrak Player Development Module for monthly tracking of GGR and as a benchmark for future evaluation (August) –Player Development Baseline to measure lift / impact (August, February) –Satisfaction Research from various constituencies – program participants, PGA Members, owners, industry partners (October) –Customer Retention & Spend Research to measure impact of Player Development efforts (October) 18 Research, Metrics, Measures

Golf 2.0 Next Steps 19 Successfully leverage Player Development Regional Managers to maximize marketing, promotion and activation of Golf 2.0 initiatives in 9 target markets Fully integrate Get Golf Ready marketing using all available Association assets: broadcast, radio, print, social, digital, database Fully activate NGF for research and tracking Complete staff hires, evolve Connecting with Her oversight in-house, and return key staff to core areas of responsibility Enhance web-based tools for Get Golf Ready player registration, PGA.com and IT for Golf 2.0 Support Complete the next segment of the Playbook Series: CWH

How can GCBAA help Golf 2.0? - Sticks for Kids - Course re designs - New design philosophies - Driving range concepts - TIF and forward tee complexes - Educate and awareness to GCBAA members 20 GCBAA Support

THANK YOU! HAVE A GREAT GOLF DAY!