GROWING ADULT PARTICIPATION AND GOLF CLUB MEMBERSHIP

CONTENT MEETING NEW CHALLENGES INTRODUCTION TO GET INTO GOLF THE PRODUCTS FROM BEGINNER TO GOLFER MARKETING CAMPAIGN REACHING MORE PEOPLE NEW PLAYERS BRING NEW REVENUE FLEXIBLE MEMBERSHIPS TO SUIT THE MODERN WAY OF LIFE YOUR OPTIONS HOW TO UPLOAD ACTIVITY ONTO GET INTO GOLF WEBSITE

MEETING NEW CHALLENGES LIKE MANY OTHER SPORTS IN ENGLAND, GOLF FACES SOME SERIOUS CHALLENGES AS A RESULT OF A CHALLENGING ECONOMY, CHANGING LIFESTYLES AND NEW DIGITAL COMMUNICATION STYLES. Golf is big business and contributes £3.4 billion each year to the English economy*. It is the fifth largest participation sport in the country with around 675,000 members belonging to one of 1,900 plus golf clubs. (*SPORTS MARKETING SURVEYS INC. The Economic impact of Golf on the Economy of England – April 2014)

£3.4

BILLION

People today have less time. The roles within the family are changing. Men are now taking an active role in family life which means a four-hour game of golf is not always an option, women have careers and are starting families into their 30s. Meanwhile, there are longer working hours and many more options for leisure time, not least social media and the internet as well as eating out and holidays.

Digital communication is increasing with 73% of the adult population across Great Britain accessing the internet every day. This is where we head to first, for leisure, information, news, online banking and shopping. In 2013, 34m of us bought goods or services online.

With these opportunities and challenges in mind, the England Golf strategy “Raising our Game” sets out a framework to strengthen the development of golf over the next three years. Increasing the number of players and members whilst ensuring existing golfers play more regularly are key themes in the strategy.

73% THE GET INTO GOLF CAMPAIGN SUPPORTS THE ENGLAND GOLF STRATEGY AND WILL

HELP GROW

YOUR

BUSINESS.

GET INTO GOLF INSPIRING ADULTS TO TAKE UP GOLF AND BECOME CLUB MEMBERS.

The campaign is run by the England Golf Partnership and brings together England Golf and the PGA. It works to grow the game with the support of the Golf Foundation and Sport England with National Lottery funding. Its vision is for England to become the world’s leading golf nation by 2020.

35

Through its network of 35 counties, it provides the framework and support for development at county and club level. It aims to provide and promote introductory and intermediate activities.

COUNTIES Promoted through a national marketing campaign with local support, the Get into Golf scheme provides a platform for golf clubs to promote their activities. It helps make the game more accessible than ever before.

91,000

“

This is a great initiative, it’s making golf easy to access and helping to grow my business

”

Tim Cockrill PGA Professional Close House Golf Club, Newcastle

Over last 18 months more than 91,000 people across England have participated in Get into golf taster sessions or beginner courses.

PRODUCTS THE CAMPAIGN OFFERS PRODUCTS THAT ALLOW PEOPLE TO CHOOSE EXACTLY HOW THEY GET STARTED. THE CONSISTENCY OF THESE PRODUCTS IS KEY TO PROVIDING A GOOD CUSTOMER EXPERIENCE AND ALLOWS THE MARKETING COMMUNICATIONS TO BE SCALED OUT. GET INTO GOLF NEEDS CONSISTENT AND EASY-TO-UNDERSTAND PRODUCTS THAT FIT WITH THE NATIONAL CAMPAIGN

TASTER SESSION

BEGINNER COURSE

Short session, usually an hour, tour the golfing club, meet a golfing professional, Q&A session, learn the basics and hit some balls in a mini-coaching session.

A step-by-step guide to the basics, from grip and posture to golf etiquette and how to play a full game. Prices may vary across the country, from £25 for a five week course. Available for mixed groups or women only.

LEARN GOLF IN A DAY

IMPROVERS COURSE

This is usually a five-hour course, costing around £25. The same beginner skills as on the five-week course, but dovetailed into a single day.

Build on the skills you learned in the beginner sessions and start playing regular rounds, ideal way to meet other aspiring golfers.

GET BACK INTO GOLF Refreshers to get people back into the game, may vary from three to five weeks and will include time on the course.

FROM BEGINNER TO GOLFER NOT ONLY DO WE WANT TO GET PEOPLE STARTED BUT WE WANT TO TURN THEN INTO GOLFERS. IT IS IMPORTANT THAT A PATHWAY OF STEPS IS AVAILABLE TO CREATE NEW GOLFERS.

1

BEGINNER COURSE

Learn the basics of the game.

2 3

Give beginners access to the course by letting them buy a few holes so that they get the feeling of the game and enjoy being out on the course with their friends.

FURTHER LESSONS FROM A PGA PROFESSIONAL

To help improve and enjoy the game.

JOIN THE CLUB

Introductory membership, get involved with the club, meet like minded people to play with.

6 7

Take beginners on to the course and introduce them to others of the same level. Try golf roll-ups for beginners or novices.

START PLAYING WITH FRIENDS

4 5

GETTING OUT ON THE COURSE

GET A HANDICAP

Encourage members to support and engage with new players so that they may obtain a handicap.

ACTIVE MEMBER

Playing regularly with the golf section, through a variety of social and competitive opportunities. 

MARKETING CAMPAIGN NATIONAL MARKETING CAMPAIGN WITH LOCAL SUPPORT. ALL COMMUNICATION POINTS TO THE WEBSITE FOR AN ACTIVITY FINDER, ONLINE BOOKING FUNCTION AND INFORMATION. DIGITAL ADVERTISING

SOCIAL MEDIA

Changing attitudes towards golf.

ENGAGE

Acti – v rm

11.3

MILLION

250K VISITS

line boo

UNIQUE CONTENT

WEBSITE

g – Info

12

MILLION

On

@

11.3m Targeted and measurable advertising.

finder – y it

kin

12m reach. Connecting the right people with right messages.

PROMOTIONAL MATERIALS

Catalogue of items for local promotions.

NATIONAL ORGANISATIONS

LOCAL ADVERTS

12m reach Connecting with more people

12

MILLION

“

The website is making it easier to access and to book, takes away any apprehension and helps to take the stuffy image out of golf. Nick Arter PGA Professional Play Golf Colchester

”

REACHING MORE PEOPLE LINKING WITH OTHER ORGANISATIONS TO EXTEND THE REACH OF THE CAMPAIGN

CHANGE4LIFE Get into golf is a partner of the Change4Life programme which aims to help people to eat healthier, get active and live longer. Run by the Department of Health, it engages with 152 local authorities and attracts over 2.8m visitors to its website a year.

BBC SPORT GET INSPIRED Get into golf has joined forces with BBC Sport’s Get Inspired scheme which encourages people to get active and discover new activities in their local area. Get into golf activities will be viewed by millions of BBC viewers, listeners and web users across the country.

are delighted to be involved in the Get into golf campaign “ We and benefit from its marketing, without it we would never have been able to work with BBC Salford. ” Peter Styles, Director of Golf, Trafford Golf Centre Manchester

O2 PRIORITY MOMENTS Get into golf has teamed up with O2 Priority Moments to extend its reach to their 7 million registered users across the UK through its app and its website.

JOHN LEWIS PARTNERSHIP Get into golf is part of the Partners Choice staff benefits programme offered to 85,000 staff across John Lewis and Waitrose sites.

NEW PLAYERS BRING NEW REVENUE NICKY GREENACRE SIGNED UP FOR A 6 WEEK BEGINNER COURSE AT THE NORWICH FAMILY GOLF CENTRE AND GOT HOOKED, A YEAR LATER SHE HAD SPENT OVER £2500 ON HER NEW FOUND SPORT.

VALUE OF A BEGINNER

Being part of the Get into golf campaign will help to bring you a flow of new golfers. £30 Beginner Course

Driving Range

£100

Lessons

£250

Clubhouse F&B

£280

Memberships

£800

Equipment & Clothing

£1,040

FLEXIBLE MEMBERSHIPS TO SUIT THE MODERN WAY OF LIFE THERE ARE MANY BUSINESS MODELS FOR COST-EFFECTIVE GOLF MEMBERSHIPS THAT OFFER THE COMPLETE GOLF CLUB EXPERIENCE. HERE ARE TWO EXAMPLES TO HELP YOU SHAPE YOUR BUSINESS.

EATON GOLF CLUB – NORWICH

MICKLEOVER GOLF CLUB – DERBY

Introduced a ‘Try before you join’ membership package to give people the opportunity to experience the club and the course before taking out a 12-month membership for £849

Needed to address lapsed memberships as people were drifting out of the club because they could not justifying paying for full membership due to time restrictions.

Aimed at beginners and those thinking about joining a club. Introductory Membership: £150 for 3 months Full playing rights, entry to competitions and a handicap. From 75 introductory memberships 30 converted to the 12 month membership. Membership revenue has increased by

“

£23,779

YOY

Develop relationships in the local community and businesses, take advantage of free online marketing to create awareness of your memberships.

”

Introduced a Membership Lite, cost efficient way of playing golf and belonging to the club. Membership Lite: £249 = 150 credits (Cash in credits as you play) Full playing rights, entry to competitions and a handicap. Top-up credits can be purchased, but this is not a cost effective membership for regular players, they are recommended the full membership of

£870

This flexible membership has attracted a range of different people to the club from beginners to serious golfers, shift workers and elderly people. 72 people have taken Membership Lite Increased membership revenue YOY by

£25,000

YOUR OPTIONS IF YOU WANT TO BE INVOLVED WITH THE GET INTO GOLF PROGRAMME AND BENEFIT FROM ITS MARKETING YOU HAVE TWO OPTIONS…

OPTION 1 BECOME A GET INTO GOLF PARTNER

CRITERIA

SUPPORT AND BENEFITS

REQUIREMENTS

•

 ffer beginner courses that are standard to the county O offering and provide equipment.

• Run at least one course a month April – September, if practical one course a month October – March.

•

 ctivity information uploaded to the website activity finder, A using online booking function.

Provide follow on activity to retain and nurture beginners into •  regular golfers.

• • • •

Support and implement national partner agreements. Use campaign branding. Promote activities at local level. Complete e-attendance register.

• Advice and guidance from County Officer. • Pack of information on how the programme works. • Personal login to England Golf Clubhouse. • Instructions on how to upload your activity. • Recognition on the website as a Get into golf partner. • Quarterly newsletter. • Access to a catalogue of promotional materials. • •

Coaching delivered by PGA professional. Can deliver all the above requirements.

YOUR OPTIONS IF YOU WANT TO BE INVOLVED WITH THE GET INTO GOLF PROGRAMME AND BENEFIT FROM ITS MARKETING YOU HAVE TWO OPTIONS…

CRITERIA

SUPPORT E-SUPPORT ONLY

REQUIREMENTS

OPTION 2 GET INTO GOLF ACTIVITY

• Offer beginner and improver courses as detailed in the product list.

• Register with England Golf Clubhouse • Upload own activities.

• Contact with County Officer. • Activity upload. • E-posters.

•

Coaching delivered by PGA professional.

WEBSITE ONLINE BOOKING FUNCTION PROVIDES A COMPLETE COMMUNICATION CHAIN SYSTEM DESIGNED TO COLLATE, PROVIDE AND SHARE INFORMATION AT EACH STEP OF THE PROCESS

ONLINE BOOKING

FIND ACTIVITY

WEB

UPLOAD

Customer

Activity uploaded on to website

PARTICIPANTS REGISTRATION FORM SPORTS MARKETING SURVEYS INC

Golf Club EMAIL BOOKING CONFIRMATION

EMAIL BOOKING CONFIRMATION

Participant

These can be used to market your business pre and post activity

Email booking confirmation including participants information Name, Tel, Email ...

Sent to golf club on midnight of the final session. Club required to complete and submit, confirming details of those who attended by ticking a box and adding people who had booked off-line (telephone). 1. Reminder sent 1 week later 2. Reminder sent 2 week later

Reminder is only sent if from has not been submitted.

Participants are then surveyed for 24 months to understand retention and develop further programmes

Find out how to upload your activities and memberships

HOW TO UPLOAD YOUR ACTIVITY getintogolf.org/clublogin Enter username and password to England Golf Clubhouse. If you do not have these details call 01526 351802 (Option 1)

You will then enter the England Golf Clubhouse dashboard

Click to use website

Agree to Terms & Conditions You will then enter the Get into golf dashboard which will allow you to upload activities

Edit - make changes to information Copy - venue and contact details for new activity Details - participants who have booked online Delete - activity information Membership offer

Click ‘Add new activity’ and activity form will open

Please complete all fields and select from the drop-down boxes. Submit & finish to publish activity Submit copy details to publish and copy all venue and contact details for new activity Information buttons will help guide you through the form.

Activity will remain on the website until the start date has passed. Check Postcode click this to auto file Latitude and Longitude fields, if this does not work check postcode.  ancellation Email will only appear when you C edit an activity. If you tick this box activity will be cancelled and all participants sent a message to inform them of this.

A prompt will appear should there be any missing or incorrect information.

ADDING A MEMBERSHIP OFFER IS THE SAME PROCESS OFFERS ARE VIEWABLE ON THE WEBSITE UNTIL OFFER END DATE EXPIRES

HOW YOUR ACTIVITIES WILL BE VIEWED AND BOOKED Visitor enters postcode to find an activity. List of activities will display in date order. If you are a Get into golf will appear partner a against all your activities.

Select activity Full details of information entered will be viewed. CALL TO ACTION Book online No of places available will be viewed

Click to book Opens up the booking form Call to book If online booking option has not been selected

0800 118 2766 | getintogolf.org