PGA of America’s Play Golf America Marketing Campaign



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IMMEDIATE RELEASE Contact: Jamie Carbone Beth Gast

November 6, 2004 PGA of America Alday Communications

561/624-8446 615/791-1535 ext. 26

jcabone@ beth@

Play Golf America Marks Success of Inaugural Campaign

Palm Beach Gardens, Fla., - More than 335,000 adults and their families participated in group instruction programs, an estimated 1.6 million played in organized golf outings and events and more than 5,500 PGA and LPGA member facilities conducted programs geared to connect people to the game as part of Play Golf America in 2004. In announcing the results of the inaugural year of the first national marketing campaign of its kind in golf, PGA of America officials cited broad industry support as the key to its success.

Developed by The PGA of America with the support of a variety of allied associations including the LPGA, National Golf Course Owners Association, PGA TOUR, USGA, plus others that annually participate in the Golf 20/20 Conference each year, Play Golf America is designed to increase golf participation among new and occasional adult golfers. The umbrella marketing campaign generated an estimated 869 million impressions with a measured media value of $24.8 million.

“This campaign absolutely mirrors what The PGA stands for, which is a focus on promoting interest in the game of golf,” said M.G. Orender, Honorary President of The PGA of America. “With the support of the allied associations as well as the dedication and commitment demonstrated by PGA Professionals and LPGA Professionals across the country, Play Golf America was a success by all accounts. We feel confident that the inaugural campaign has set the stage for 2005 to have an even greater and more positive impact on growing the game.”

With the theme of “Golf Is Calling,” consumers were introduced to an $11 million advertising effort including television, radio and print public service announcements as well as an aggressive national and grassroots public relations campaign. Television spots aired during major golf events such as the PGA Championship, Ryder Cup Matches, U.S. Open as well as PGA TOUR and LPGA Tour events, with the goal of driving people to . A total of 2,748 television PSAs appeared on all major television and cable networks including The Golf Channel.

was developed to serve as a link for consumers to access adult player development programs in their local area that will ensure their commitment to the game. Programs featured on the website are designed to be fun, affordable and informative so that adults and their families can learn the game, and former and occasional golfers can develop a stronger connection to the game.

To date, 3,876 facilities are registered on with a total of 4,918 programs posted online. There were 280,772 unique website visitors through September.

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The PGA Free Lesson Month promotion proved to be one of the most significant ingredients to the success of Play Golf America. The PGA again partnered with Golf Digest, Golf For Women, Golf World and The Golf Channel to promote 10-minute free lessons during the month of May. Nike Golf served as the official sponsor by providing prizes for winners as well as offering their top athletes including Pudge Rodriguez, Mia Hamm, Marshall Faulk and Steve Nash to help promote the program by appearing in PSAs. Some of the key highlights from PGA Free Lesson Month include:

▪ A record 4,985 PGA Professionals at 4,264 facilities nationwide gave 92,000 free 10-minute lessons.

▪ Of the consumers who signed up for free lessons, 20% were new to the game; 25% were women; and 60% represented new customers.

▪ Thirty-one percent of customers scheduled tee times following their free lesson; 27% signed up for additional lessons; and 9% purchased golf equipment.

Link Up 2 Golf continues to serve as one of the leading adult player development programs under the Play Golf America umbrella. This program incorporates the three best practice elements found to increase golfer retention and participation; namely an orientation to the game, series of group lessons and organized playing opportunities all packaged as an affordable and fun program. A survey of 900 students who participated in Link Up 2 Golf in 2003 revealed that 78% of new golfers who participated in Link Up 2 Golf were still playing golf one year after completing the program, compared to an industry average of 50% retention for all new golfers. These new golfers also spent an average of $852 on golf products and services in the 12 months following their participation in Link Up 2 Golf, compared to an industry average of $371 for all new golfers.

Continued support of the Executive Women’s Golf Association (EWGA), produced substantial gains in participation and spending among businesswomen. A recent EWGA survey showed:

▪ 64% of EWGA members are avid golfers playing 25 or more rounds a year

▪ New EWGA members who are also new to the game of golf are more than twice as likely to play golf one year after joining the EWGA than women golfers who started playing golf through more traditional means.

▪ Women who entered the game through the EWGA played an average of 36 rounds of golf and spent an average of $2,855 on golf products and services during the 12 months after joining the EWGA.

Capitalizing on the popular PGA First Swing program that originally was established for juniors in 1986, The PGA of America in January re-introduced a First Swing Golfer’s Guide for adult players, which includes information to help golfers improve their skills, learn practice drills and familiarize themselves with golf vocabulary.

More than 900 members were added to the roles of the PGA’s President’s Council in 2004 through their efforts in Play Golf America. The President’s Council on growing the game, identifies and recognizes PGA Member Professionals committed to impacting the game by hosting adult player development programs at golf facilities around the country. The Council members also share best practices, and mentor other professionals in the area of player development.

Best practices on player development, new golfers instruction curriculum and updated demographic and retention data were also added to PGA education programs for members and Professional Golf Management students.

The PGA of America, founded in 1916, is a not-for-profit organization that promotes the game of golf while continuing to enhance the standards of the profession. The Association is comprised of more than 28,000 men and women who are dedicated to growing participation in the game of golf.

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