GET INTO GOLF TOOLKIT
CONTENTS
1. WELCOME
6. GET INTO GOLF THEMES Learn Laugh Play
2. GET INTO GOLF AUDIENCES
Swing & Tonic
Women: aged 35-65
Redefine family time
Women: aged 22-35
Fancy a golf date?
Families
Are you game?
Couples
Game for life
Social groups Junior golfers
7. MARKETING MATERIALS
3. WHO TO TARGET
8. IMAGE LIBRARY
4. ACTIVITIES FOR BEGINNERS
9. TELL THEM ABOUT IT!
5. PLANNING YOUR NEW ACTIVITIES
10. HOW DID IT GO?
1. WELCOME
Our national Get into Golf campaign is about making golf fun, inclusive, and accessible to all – it’s about getting more people playing. Since the pandemic, a significant number of clubs in England have seen an increase in membership. As well as these new members, we know that there are millions of recreational golfers out there who could become future players and members. Our refreshed Get into Golf campaign aims to make the most of the renewed interest in our sport and this toolkit will support you in recruiting new players to your facility. There is a real need to increase engagement with new audiences within the community, making the game accessible to all and protecting the future of our sport. This resource will inspire you to create your own fun, engaging and inclusive campaign that breaks down the traditional stereotypes of golf, welcoming new players to begin their golf journey with you and, of course, unlocking potential new revenue streams for the facilities.
You will find practical guidance as well as downloads of resources to help you deliver and promote Get into Golf activities within your facility and everything can be adapted to suit your own personal goals to increase participation in specific areas of your facility. Along with the support of your local Club Support Officer, we will guide you through the process of attracting and keeping these new players. From how to target more women, to getting whole families inspired to play together, we will help you provide clear, structured sessions for key target groups and help demonstrate the versatility of golf clubs and golf centres. These are more than just golf venues - they are also social hubs that play a vital role in the local community.
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2. GET INTO GOLF AUDIENCES We have highlighted six potential new audiences you could attract to try golf at your facility. Before deciding Who to Target, and what Activities for Beginners to plan, spend some time getting under the skin of each group to understand their priorities. For each group we have created some profiles of future golfers, suggested a relevant participation activity, and introduced the themed strapline, designed to reach each audience. You will find the marketing materials we have created to promote each of these new Get into Golf themes in Section 6.
FAMILIES VIEW PROFILE ››
WOMEN: AGED 22-35 VIEW PROFILE ››
WOMEN: AGED 35-65 VIEW PROFILE ››
JUNIOR GOLFERS COUPLES
SOCIAL GROUPS
VIEW PROFILE ››
VIEW PROFILE ››
VIEW PROFILE ››
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2. AUDIENCES / WOMEN: AGED 35-65
Emma is 45. She doesn’t currently see the golf club as somewhere that could provide her with a local, sociable hub for meeting with friends as well as learning a new sport. Keeping active is important to her but often it’s not necessarily the sport or activity that attracts her more the social element and spending time with likeminded women. Although the idea of learning the game appeals, she is apprehensive that she won’t be any good at golf, that she may not feel welcome at the club or it will feel too formal and she’s not sure how to ‘get started’. Perhaps they are local school mums, professionals, empty-nesters, close to retirement or now retired. A relaxed and welcoming womenonly beginners group session with the Pro followed by coffee could certainly appeal as a new weekday or weekend activity to try.
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2. AUDIENCES / WOMEN: AGED 22-35
Kiera is 25. Socialising and keeping mind and body active are key priorities for her but she is time poor with a busy social and professional life. She’s not keen to commit to another class, particularly on a weekend. Combining learning something new and a get together with friends is a win-win and a weekday evening is a perfect window. This audience loves learning and a beginners group lesson with the Pro after work, followed by a catch up over drinks in the bar combines keeping mind and body active as well as offering a chance for some quality girls time.
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2. AUDIENCES / FAMILIES
The Gregg family (mum Gill 45, dad Richard 43, son Rudy 7 and daughter Freya 11) aren’t aware that the golf club is open to their whole family – particularly their kids. Family life is busy and often fragmented at weekends with different clubs for both kids meaning time spent together can be tricky to find. Planning an outdoor activity together as a family is something often reserved for holidays. The family is happier when the kids have let off steam outside and playing with their parents too is brilliant fun and brings everyone closer together. Whether one parent already plays and wants to introduce the game to the rest of the team, or it’s the first time for all, a Family Open Day, including a trial lesson could demonstrate that golf is a great way to enjoy quality family time together outdoors. Being able to finish the activity with a relaxed family meal is a bonus.
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2. AUDIENCES / COUPLES
Jamie (32) is a regular at the golf course. He loves his golf and doesn’t want to give up his time trying to improve, in fact he would like to spend more time practicing which isn’t necessarily popular with his girlfriend Melissa! Jamie would like to combine his two loves. Melissa is keen to try golf, although wouldn’t want to become his new playing partner just yet, particularly as their skill levels would be so varied. They both see the benefits of golf becoming a shared interest and way for them to enjoy more time together in the future. Making it a social event and going along with a buddy whose partner is also interested in trying golf is a great way of making it fun for everyone. Whether regular golfers who would like to get their partners playing, or non-golfers who would like to give the game a go, encouraging couples to pair up for a group lesson on the range followed by dinner in the clubhouse offers a new take on a date night!
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2. AUDIENCES / SOCIAL GROUPS
Robbie (29) and his colleagues don’t see the local golf club as a potential location for a sociable, all abilities welcome, activity. Socialising and sport are key priorities for Robbie and his work friends (they typically play cricket and football together), but they are not necessarily looking to commit to more than a few sessions initially. They are looking for flexible, sociable fun, outside of work. While they may be beginners, they are still keen to keep score. The competitive element appeals to them and provides fodder for post-golf laughs in the bar. Encourage new faces to see your facility as a potential location for a sociable all-abilitieswelcome activity. Whether friends of regular golfers or groups (friends, teammates or colleagues), a beginners group lesson followed by a catch up over drinks in the bar could be just the thing.
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2. AUDIENCES / JUNIOR GOLFERS
Lewis (9) and mum Lene aren’t aware of local junior golf lessons and don’t necessarily see the attraction of the game and the fun that it offers. Unlike many other sports activities, golf will give them a real sense of independence and freedom. As well as making new friends and spending the time in the fresh air, they can take on a sense of accountability and confidence as they make choices about the shots to play and how they manage themselves around a golf course. These aspects would be real benefits for Lene and her family to learn about. Whether weekend beginners sessions or sessions during school holidays, give budding new golfers a taste of golf with a specific offering for children to come and experience the game and the fun that it offers.
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3. WHO TO TARGET Think about which of the audiences highlighted could offer the biggest opportunity to your facility, not just from a financial point of view, but also in terms of where your current membership could be broadened – the positive benefits of welcoming new faces and personalities can be huge. Ask yourself these questions:
Who isn’t currently attending our facility?
What gaps exist in our week?
Who would we like to attract to the facility?
It’s helpful to understand your current membership. Think about whether you attract a diverse audience which reflects your local community.
Think about specific times when the facility could benefit from being busier. Perhaps mid-morning is historically quiet, therefore targeting women with a 10am beginners lesson followed by coffee in the clubhouse would be a smart gap to focus on filling.
Prioritise two or three groups from the suggested Get into Golf audiences that you could get into golf and think about how they could play a part in the future of the facility.
What resources do you need to allocate to make this happen?
What is preventing them from getting into golf?
Ensure you have resources, budget and workforce allocated for increasing your participation activities to attract new players.
Focus on these groups and try to break down what their barriers to getting into golf may be.
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4. ACTIVITIES FOR BEGINNERS Now you have decided which groups to focus on, you can begin thinking about which participation activities you could host to attract these new players to get into golf at your facility. Planning the right offering is important, you want people to enjoy their first taste of golf so much that they can’t wait to come back for more! WOMEN’S GROUP LESSONS Group activities are particularly popular with women, they enjoy being with others of similar ability and they love the social side. Mornings: Mid-morning beginners group lesson with the Pro followed by coffee or juice in the bar. Offer the first ‘taster session’ free with the follow-on activity being a six-week course. When planning the session, remember to consider that some of your audience may be dropping children at school/childcare settings so don’t begin before 9.30am. Evenings: Group lesson with the Pro followed by group social and drink in the bar/café. Start with an initial trial session then give participants an option to purchase a flexible session bundle up front, allowing them to book in on evenings they can attend over a set period, rather than being tied into a weekly commitment as for this audience this may be a barrier due to other commitments. Other activities: Mums (and Dads) Group Golf Lessons Beginners golf lessons where babies in buggies are welcome. Open Day Day of beginners activities. Open to women wishing to give golf a go for the first time while experiencing the hospitality on offer at your facility.
CASE STUDY
“ Joining a club is daunting when you’re a female beginner. Learning with others who are starting out (or with just a small amount of golfing experience) meant that I didn’t feel intimidated as we were all in the same boat.” – participant at Filton Golf Club, where Get into Golf activities resulted in a 20% increase in female membership
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4. ACTIVITIES FOR BEGINNERS
FAMILY OPEN DAY Show off what you have to offer with a day of activities open to families in the community and friends of regular golfers. Families could be invited to come along and try golf with a group lesson and encouraged to book a relaxed meal in the clubhouse afterwards. The Open Day Planning Guidance Checklist provides some hints, tips and templates you could use to help plan an open day for your facility. Other activities: Club Family Day Day of activities for the club’s regular golfers to bring their non-playing family members along to. Family Beginner Course Six-week course. One hour beginner lessons for the whole family. Adult/Junior Lessons Weekly group lessons open to adults and juniors coming together. Tailored for a range of abilities.
CASE STUDY
“ An annual Family Open Day is being planned following the success of this one with a strong advertising campaign to reach even more potential new members. Taster sessions and follow-on lessons will be held and widened to include not only the ladies section, but also to reach the men’s and junior sections.” – Filton Golf Club
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4. ACTIVITIES FOR BEGINNERS
SOCIABLE TASTER SESSIONS Promote beginners group lessons with the Pro that people can book into ad hoc along with friends, teammates, or colleagues. The golf activity could vary weekly between the driving range, putting/chipping green and on course with all designed to give new players a taste of golf in a friendly, relaxed environment.
COUPLES’ GOLF AND DINNER EVENINGS Evening group lessons tailored to suit a range of abilities followed by dinner in the clubhouse. This new take on a mixed-ability session could be a good way to encourage partners of your regular golfers or non-golfing couples to attend the facility together for an evening of golf and good food (consider a specific offer in the restaurant).
JUNIOR LESSONS Encourage new youngsters to come and try the game in a relaxed, fun environment. Offer a free trial session and if they enjoy it, sign them up to beginner’s lessons for kids aged 6-14 to learn the basics over the period of five-weeks. The one-hour sessions could take place on a Saturday or Sunday afternoon or through the school holidays.
CASE STUDY
“ It was crucial to create a relaxed environment for new members. Focusing on the social side of the sport was also important. We wanted to show people that you don’t have to be a good golfer to come to a golf club. Making golf affordable was another challenge we addressed...” – Simon Race, Head Pro at Meltham GC
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5. PLANNING YOUR NEW ACTIVITIES You’ve decided who to target and which activities to offer. Using a planning framework for each activity will help ensure you are ready when it comes to launching your new sessions.
PHASE ONE PLAN
PHASE THREE PROMOTE PHASE TWO DEVELOP OFFER
PHASE FIVE REVIEW PHASE FOUR LAUNCH
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5. PLANNING YOUR NEW ACTIVITIES
PHASE ONE PLAN
PHASE TWO DEVELOP OFFER
›› Draw up a simple plan showing who will help and
›› Plan your beginner and follow-on activities. ›› Use a template like this Lesson Plan Template
what they’ll do. The Open Day Planning Guidance Checklist that we’ve put together could be a good framework to work with.
›› Communicate. Collaboration between everyone
from the office team to the Pro (who will plan the golf activities) is key to ensuring new sessions are communicated to staff, members and the community. Ensure all parties feel invested in making the activity a success and that there are plenty of friendly faces ready to welcome newcomers.
›› Consider getting members involved. Many volunteer roles exist from Coordinators and Club Activators through to Buddies who can be so important in welcoming new golfers.
to plan each lesson to ensure nothing is missed.
›› Think about incorporating a post-activity social offer into each session - whether that’s a free coffee with the women’s group lessons or a set menu for the couples’ night - and plan these together with your catering team.
›› Consider what the pathway is for these beginners, so
you can talk them through what the next offer or step in their golf journey is. See the What’s Next? section for some ideas.
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5. PLANNING YOUR NEW ACTIVITIES
TOP TIP
PHASE THREE PROMOTE ›› Decide how you will promote your activity.
Organise your promotional materials from Section 6: Get into Golf Themes and use the different communication channels outlined in Section 9: Tell Them About It.
Consider using free and simple to handle event management websites and apps such as Meetup or Eventbrite. These tools showcase events for people with similar interests and could be a great place to promote your new activities, provide a simple system to manage bookings and payments online and to send automated reminders to attendees.
›› Coordinate an easy sign-up process, you need to make it simple for people to book.
CASE STUDY SKRATCH WOMEN is a social golf community successfully attracting women in their 20s and 30s with events all promoted via their Instagram @skratchwomen with further community interaction, event information and bookings via their Meetup page.
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5. PLANNING YOUR NEW ACTIVITIES
PHASE FOUR LAUNCH ACTIVITY
PHASE FIVE REVIEW
›› Communicate with your beginners before they arrive.
›› Assess success by looking at participation figures
›› Set up everything needed in advance, including balls,
›› Understand what didn’t work to help with future
›› Meet your beginners on arrival, direct them to
›› Ensure you work through the post event evaluation
Give them information about parking, where to meet, what to wear and what to bring. clubs, targets, and your lesson plan.
the starting point and once everyone is ready run your activity.
and income and also speaking to participants to get their feedback. planning.
process in Section 10: How did it go?
›› Keep it light-hearted. Get people relaxed and having fun from the start with a quick icebreaker activity.
›› Take pictures and videos so you can promote future
activity via social media and your newsletter (ensure you have participant’s permission first).
›› Tell them about follow-on activities and offers and keep in regular, friendly contact. To ensure you can promote future activities to participants ask them to complete a short Opt-in Form.
TOP TIP
Make sure your beginners know what sinking their first putt or playing their first hole of golf feels like before the end of their session. Don’t be afraid to get them out on the golf course!
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6. GET INTO GOLF THEMES As previewed in Section 2, we have created six new creative themes which form part of an overall refreshed campaign to reach the audiences you could Get into Golf.
TARGETS WOMEN AGED 35-65
TARGETS WOMEN AGED 22-35
TARGETS FAMILIES
TARGETS COUPLES
TARGETS ALL SOCIAL GROUPS
TARGETS JUNIOR GOLFERS
TOP TIP By successfully linking different themes together across the new targeted activities you are planning, you can create a professional and recognisable campaign with the best chance of achieving your goals.
Remember to be clear and concise when adding the details of your event/activity to your chosen form of promotion. Focus on communicating the ‘call to action’.
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6. THEMES / LEARN LAUGH PLAY DOWNLOAD LEARN LAUGH PLAY MARKETING MATERIALS
ROADSIDE BANNER
These marketing materials have been created to assist the promotion of participation activities to women aged 35 -65. Golf Club Name
Golf activities for beginners here. Everyone welcome.
WEBSITE/EMAIL BANNER
Beginners group lesson and social with the girls. Learn to play golf in a fun and friendly environment. One hour group lesson followed by coffee in the clubhouse. Open to non-members. All equipment included.
TUESDAYS at 10am
Book your place now.
CLICK TO FIND OUT ABOUT GOLF ACTIVITIES FOR BEGINNERS
Find out about our beginners group lessons and social.
GOLF ACTIVITIES FOR BEGINNERS
Get in touch. Name Surname 07777 000 000 name@golfclubname.co.uk
Name Surname 07777 000 000
name@golfclubname.co.uk
A3 POSTER / WORD & PDF FORMATS
PRINT ASSETS
POP UP BANNER
INSTAGRAM/FACEBOOK STORY
INSTAGRAM/FACEBOOK POST
TWITTER / LINKED IN POST
DIGITAL ASSETS
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6. THEMES / SWING & TONIC DOWNLOAD SWING & TONIC MARKETING MATERIALS
ROADSIDE BANNER
These marketing materials have been created to assist the promotion of participation activities to women aged 22-35. Golf Club Name
Golf activities for beginners here. Everyone welcome.
WEBSITE/EMAIL BANNER
Give golf a go with the girls. Evening group lessons and social. Try your hand at golf with our evening beginners group lessons, then catch up with friends over drinks in the bar.
CLICK TO FIND OUT ABOUT GOLF ACTIVITIES FOR BEGINNERS
Find out about our beginners group lessons and social.
GOLF ACTIVITIES FOR BEGINNERS
Open to non-members. All equipment included.
WEDNESDAYS at 7pm
Book your place now.
Get in touch. Name Surname 07777 000 000 name@golfclubname.co.uk
Name Surname 07777 000 000
name@golfclubname.co.uk
A3 POSTER / WORD & PDF FORMATS
PRINT ASSETS
POP UP BANNER
INSTAGRAM/FACEBOOK STORY
INSTAGRAM/FACEBOOK POST
TWITTER / LINKED IN POST
DIGITAL ASSETS
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6. THEMES / REDEFINE FAMILY TIME DOWNLOAD REDEFINE FAMILY TIME MARKETING MATERIALS
ROADSIDE BANNER
These marketing materials have been created to assist the promotion of participation activities to families. Golf Club Name
Golf activities for beginners here. Everyone welcome.
WEBSITE/EMAIL BANNER
Get the whole team into golf! Family Open Day. Try golf together at our Family Open Day. Sign up for one of our group lessons and why not enjoy a relaxed meal in the clubhouse afterwards to compare scores!
CLICK TO FIND OUT ABOUT GOLF ACTIVITIES FOR BEGINNERS
Find out about group lessons for all the family.
GOLF ACTIVITIES FOR BEGINNERS
Open to non-members. All equipment included.
Sunday 17 May from 11am
Book your place now.
Get in touch. Name Surname 07777 000 000 name@golfclubname.co.uk
Name Surname 07777 000 000
name@golfclubname.co.uk
A3 POSTER / WORD & PDF FORMATS
PRINT ASSETS
POP UP BANNER
INSTAGRAM/FACEBOOK STORY
INSTAGRAM/FACEBOOK POST
TWITTER / LINKED IN POST
DIGITAL ASSETS
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6. THEMES / FANCY A GOLF DATE? DOWNLOAD FANCY A GOLF DATE? MARKETING MATERIALS
ROADSIDE BANNER
These marketing materials have been created to assist the promotion of participation activities to couples. Golf Club Name
Golf activities for beginners here. Everyone welcome.
WEBSITE/EMAIL BANNER
Enjoy the game together. Group lesson and dinner. The perfect way to introduce the game you love to the one you love! Pair up for a group lesson on the range and follow it with dinner in the clubhouse. The perfect date night! Open to non-members. All equipment included.
Wednesday 22 June at 6.30pm
Book your place now.
CLICK TO FIND OUT ABOUT GOLF ACTIVITIES FOR BEGINNERS
Find out about group lessons so you can enjoy the game together.
GOLF ACTIVITIES FOR BEGINNERS
Get in touch. Name Surname 07777 000 000 name@golfclubname.co.uk
Name Surname 07777 000 000
name@golfclubname.co.uk
A3 POSTER / WORD & PDF FORMATS
PRINT ASSETS
POP UP BANNER
INSTAGRAM/FACEBOOK STORY
INSTAGRAM/FACEBOOK POST
TWITTER / LINKED IN POST
DIGITAL ASSETS
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6. THEMES / ARE YOU GAME? DOWNLOAD ARE YOU GAME? MARKETING MATERIALS
ROADSIDE BANNER
These marketing materials have been created to assist the promotion of participation activities to social groups. Golf Club Name
Golf activities for beginners here. Everyone welcome.
WEBSITE/EMAIL BANNER
CLICK TO FIND OUT ABOUT GOLF ACTIVITIES FOR BEGINNERS
Sociable group lessons, open to all. Try your hand at golf with our beginners group lessons, then catch up with friends over drinks in the bar. Open to non-members. All equipment included.
THURSDAYS at 7pm
Book your place now.
Find out about our sociable group lessons.
GOLF ACTIVITIES FOR BEGINNERS
Get in touch. Name Surname 07777 000 000 name@golfclubname.co.uk
Name Surname 07777 000 000
name@golfclubname.co.uk
A3 POSTER / WORD & PDF FORMATS
PRINT ASSETS
POP UP BANNER
INSTAGRAM/FACEBOOK STORY
INSTAGRAM/FACEBOOK POST
TWITTER / LINKED IN POST
DIGITAL ASSETS
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6. THEMES / GAME FOR LIFE DOWNLOAD GAME FOR LIFE MARKETING MATERIALS
ROADSIDE BANNER
These marketing materials have been created to assist the promotion of participation activities for juniors. Golf Club Name
Golf activities for beginners here. Everyone welcome.
WEBSITE/EMAIL BANNER
Tee off their golf journey with our junior lessons. Learn the basics, have fun and make new friends through our 5 weeks group lessons programme. Open to ages 6-14. Open to non-members. All equipment included.
1-9 June 2-3pm £xx.xx
Book your place now.
CLICK TO FIND OUT ABOUT GOLF ACTIVITIES FOR BEGINNERS
Find out about our junior beginner lessons.
GOLF ACTIVITIES FOR BEGINNERS
Get in touch. Name Surname 07777 000 000 name@golfclubname.co.uk
Name Surname 07777 000 000
name@golfclubname.co.uk
A3 POSTER / WORD & PDF FORMATS
PRINT ASSETS
POP UP BANNER
INSTAGRAM/FACEBOOK STORY
INSTAGRAM/FACEBOOK POST
TWITTER / LINKED IN POST
DIGITAL ASSETS
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7. MARKETING MATERIALS / PRINT For each audience theme we have provided a poster, pull-up banner and roadside banner design for you to use to promote your beginner activities. Poster Editable Word and PDF artwork available. Included on the poster design is guide text which you can customise to promote your beginner activity. There is a white box to include your logo and space to add the date, time, price and sign-up details. Tee off their golf journey with our junior lessons. Learn the basics, have fun and make new friends through our 5 weeks group lessons programme. Open to ages 6-14. Open to non-members. All equipment included.
1-9 June 2-3pm £xx.xx
The Word template can easily be printed, and the PDF version provided can be sent to a professional printer for large quantities and a higher quality print.
Try your hand at golf with our beginners group lessons, then catch up with friends over drinks in the bar. Open to non-members. All equipment included.
THURSDAYS at 7pm
Book your place now.
Book your place now.
Name Surname
Name Surname
name@golfclubname.co.uk
name@golfclubname.co.uk
07777 000 000
Find out about our beginners group lessons and social.
Sociable group lessons, open to all.
Size: A3 420x297mm
07777 000 000
Pop-up & Roadside Banners
Get in touch.
Golf Club Name
Name Surname 07777 000 000 name@golfclubname.co.uk
Golf activities for beginners here. Everyone welcome.
Included on the pop-up banner design is guide text which you can customise. The roadside banner has space to add your logo and club or facility name. We recommend your information is not date specific so the banners can be used throughout the year. We also recommend sending the PDF artwork to a professional printer with your logo and text updates to guarantee a high quality finish. Pop up banner size: 2000x800mm Roadside banner size: 1000x2500mm
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7. MARKETING MATERIALS / DIGITAL For each audience theme we have also provided images, templates and banners as well as a video that can be used on social media, email newsletters and your website to promote beginner activities.
GOLF ACTIVITIES FOR BEGINNERS
Don’t forget to tag Get into Golf and use the #getintogolf hashtag!
Instagram/Facebook posts
Website/Email banner
Use these images with supporting text to promote the activity and give a clear call to action on how to find out further information.
Use these banners on your website, in email footers and newsletters to drive awareness of your beginner activities.
Instagram/Facebook stories
Video
Use these images to promote your activities in a fun and engaging way. You can add a link direct to a sign-up or information page or use after the activity has taken place along with images you have captured to celebrate the success and drive further interest.
We have created a video that showcases some of the best bits of golf that are attracting beginners to the game. Use on your social media channels or embed on your website to support your Get into Golf campaign.
Twitter/Linked In posts Use these images with supporting text to promote the activity and give a clear call to action on how to find out further information.
VIEW & EMBED VIDEO
DOWNLOAD VIDEO
Editable social media template Use this square powerpoint template to drop your own images in for posting on Facebook and Instagram.
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8. IMAGE LIBRARY
The new image library contains various downloadable images relevant to each of the campaign themes.
VIEW IMAGE LIBRARY
Whether you’re looking for a great photo of a family enjoying golf together for your newsletter, or an image of friends enjoying a postlesson drink in the bar for a social media post, we’ve provided options for you to use in your Get into Golf marketing campaigns.
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9. TELL THEM ABOUT IT!
You’ve got to know potential new audiences and how you could communicate with them, you’ve selected which groups offer the biggest opportunity for your facility, decided on participation activities to run, and put a planning framework in place to launch your new campaigns. Fully equipped with the marketing materials from Section 6 you are now ready to recruit some new golfers with your Get into Golf offering. Before you kick off here are some top tips to help make your marketing efforts a success.
TOP TIPS Word of mouth! We know that many new players know someone who has or is playing the game. Get to know your members - perhaps there are teachers, local business managers or charity workers - and think about how they could play a role in spreading the word within the community.
Promote your activities for newcomers on your own noticeboard, in your newsletters and emails and via banner ads on your website linking to your beginners page. Also think about a scheme to reward members who recommend new players to attend Get into Golf sessions. Read more about making your website beginner friendly here.
For each activity ask yourself where this audience are most likely to come across the information. For example, with golf lessons for kids during the school holidays, explore where parents will look when searching for ideas.
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9. TELL THEM ABOUT IT!
LIST
CHECK
SOCIAL MEDIA TOP TIPS CLICK TO FIND OUT ABOUT GOLF ACTIVITIES FOR BEGINNERS
›› Keep your social media (Facebook, Instagram, Twitter, LinkedIn) updated with
what you have going on and encourage members to share your posts on their channels. Consider sites like www.nextdoor.co.uk where you could create a business profile as well as giving customers the chance to recommend their experience to others within the community.
›› For the family and junior audiences consider using websites listing
what’s on for families across the UK such as www.familiesonline.co.uk or www.dayoutwiththekids.co.uk.
›› Consider paid for social media targeting. Just a small spend to promote a post could reach large numbers of your specific target audience.
›› Share and retweet posts from Get into Golf. ›› Don’t forget to tag Get into Golf and use the #getintogolf hashtag. ›› Also use hashtags for the relevant thems, eg: #swingandtonic #gameforlife. ›› Post regularly using templates and change imagery regularly to keep it fresh. ›› Keep messages short and snappy. ›› Always try to include an image or video. ›› Follow other local sports groups and businesses.
You’re launching your ‘Learn Laugh Play’ campaign to drive female participation at your facility. To promote your event on social media you could: Post a countdown on Instagram Stories Create an event page on Facebook Post teasers with necessary details Give a sneak peek of what’s involved Host a giveaway Interview attendees and your Pro on Instagram Stories Put a small budget towards some paid for promotion of an Instagram post detailing the new offering
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9. TELL THEM ABOUT IT! LinkedIn example post
Instagram example post
Facebook example post
Golf and Coffee! Come along and give golf a go with our relaxed and welcoming women-only beginners group session with the Pro followed by coffee in the clubhouse. Free taster session Tuesday 7th June at 10am. All ages and abilities welcome. Dress code is casual sportswear, all equipment provided. Weekly group lessons available. For more information and to reserve a free place. https://www.woodhallspagolf.com/ #getintogolf #learnlaughplay #golftaster #keeplearning #keepactive #thisgirlgolfs #englandgolf #beginnersgolf #community #woodhallspagolf
We are welcoming new faces. Why not get your team together for a summer social with a competitive twist! Our fun and relaxed Get into Golf sessions allow you to try your hand at golf with a beginners group lesson with the Pro, as well as providing plenty of chances for a team get together in the bar afterwards to compare scores! All abilities welcome. Equipment provided. Wednesday evenings at 6pm from May onwards. £20 per person. Follow the link for further information. https://www.woodhallspagolf.com/ #getintogolf #areyougame #golftaster #teambonding #englandgolf #beginnersgolf #community #woodhallspagolf
Fancy spending time in the fresh air, learning a new skill and enjoying a well-earned drink with friends? Come along and Get into Golf with like-minded women in a fun and friendly environment at our upcoming women’s taster session. Thursday 19th May (and every Thursday for six weeks) 7-8pm beginner’s group lesson with our coach, followed by drinks in the bar. First session free To book DM us or see link in bio. #getintogolf #swingandtonic #golftaster #keeplearning #keepactive #thisgirlgolfs #englandgolf #beginnersgolf #community #woodhallspagolf
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9. TELL THEM ABOUT IT!
LIST
CHECK
TRADITIONAL MARKETING TOP TIPS CLICK TO FIND OUT ABOUT GOLF ACTIVITIES FOR BEGINNERS
›› When selecting your marketing materials, remember to use the themes that represent your target audience best, for example, Swing & Tonic theme to promote a women-only activity in the evening.
›› Place pop-up banners in your facility and roadside banners in high traffic
areas. Make sure you have the necessary permission from the landowner and council.
›› Put up posters in doctors’ surgeries and community halls or flyers at gyms or hair salons, read more about how to successfully engage your local community in our Community Engagement guide.
›› Share information with newsletters produced by community organisations. ›› Promote your activities at least 4-6 weeks prior to the start date. For larger activities or events (Open Days) this should be longer.
›› Include only key information. People will only have a short time to read this information. If you want longevity avoid making your date specific.
›› Make clear key details such as where to go when you arrive for your activity, what equipment will be provided and dress code etc.
You’re launching your ‘Are you game?’ campaign to drive social participation at your facility. To raise awareness of your beginners events using traditional media you could: Write an article about your new social sessions in your newsletter the month before the event and support with an advert (which would also run across digital platforms). Promote the activity, by sending posters or flyers, to local businesses with large work forces and well as local sports clubs. Place pop up banners promoting ‘Are you game?’ activities in your facility and roadside banners in high traffic areas 4-6 weeks ahead of the events. Secure adverts in local community newsletters to introduce the new sessions.
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10. HOW DID IT GO?
After they have taken part in one of your Get into Golf activities, ensure you keep in touch with your customers (make sure they have completed an opt in form) and provide regular communication keeping them posted on what’s on, beyond golf events, to keep them engaged and feeling welcome. Ask yourself these questions:
Did they enjoy the sessions? Track any comments on the day from participants. Did they engage post activity? Did you track any tagged social media posts? If so, remember to repost them and tag Get into Golf and use the #getintogolf hashtag.
How will we keep them engaged post session? Maybe there is a WhatsApp group they can join along with other activity participants so they can continue learning together and their journey into golf can maintain momentum?
How did we do? Get together as a team to review your original objectives and discuss the success of the activity in an open and collaborative way. Understanding what did and didn’t work helps future planning. Share your results and key information like the uptake, revenue gained and follow on plans with the committee or the board for their feedback and future support.
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10. HOW DID IT GO?
TOP TIP Plan the follow on activity and let people know what you have planned in advance so they can considers timings and their availability. Don’t leave it to the last session to tell them!
What’s next? Now your participants have had a taste of golf, think about the next steps on their golf journey. Here are some ideas to keep them engaged and coming back for more.
›› For those who have taken part in an open day or taster
›› Provide your participants with information about
›› Those who have taken part in a weekly session
›› If your participants aren’t quite ready for membership
session, get them involved in regular, structured group coaching. Run the courses over several weeks, both on and off the golf course. Include time for socialising at the end.
could be offered playing opportunities supported by volunteer buddies.
›› Run an England Golf Women on Par event and
membership offers. Our national Give it a Shot campaign aims to spread a positive message about the benefits of belonging to a club and can support membership recruitment.
but have enjoyed getting out on course, they could consider iGolf. iGolf is an easy-to-use platform that enables golfers to track their performance and insures them on the course.
encourage the women who have taken part in your planned activities to come along. These events provide an opportunity for women to transition from practice fairway to on course play, in a fun and relaxed way.
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Good luck implementing your campaign and unlocking the potential of more people playing at your facility. Remember your Club Support Officer is always there to provide one-to-one support when you need it!