Awareness campaign to

One message

accelerate the growth of golf in England

One Message is Built Around …….

1. The objective

2. Research

3. Target consumer

4. Campaign

5. Monitor/Evaluation

Objective

To design ‘one message’ to encourage more people aged 16 and over to play golf.

More specifically, to contribute towards an increase of 54,000 people on the baseline figure (as measured by Sport England’s Active People Survey) by March 2013 in line with the England Golf Partnership’s (EGP) Growth Strategy.

To Grow Golf We Need To Reach Out To A Wider Audience

SGolf is enjoying a golden era in England with players ranking at No.1 & 2 in the world Professional game attracts media attention and airtime (Masters, BMW Championship, The Open)There are many commercial and sporting initiatives to get people into the game and play moreWe have credibility, ambassadors and contacts throughout the industry

WThere is no one clear message to grow golf in EnglandCurrent offering is fragmentedVery little media or awareness to grow golfGet into Golf has limited information and appealOnly reaches out to a niche audienceProduct rather than customer focused

OCreate a marketing campaign to reach out to a wider audience to continue the growth planOpen up to golfing communities with a fresh imageCreate a one-stop shop for getting into golfTake advantage of contacts and relationshipsBecome customer focused

TLeisure pound is being squeezedCompeting with peoples leisure time and interestsOther sports are more attractiveCommercial operators or other bodies trying to take the lead2012 Olympics will control outdoor media during June and July

Fresh Minds research has highlighted 10 consumer groups who play golf irregularly, indexed which are more likely to play golf.

Segments 1-10

Ind

exin

g o

f lik

ely

to p

lay g

olf

Trying to sell to everyone is marketing deatheach segment has its own needs

The top 5 fall into 2 broad groups: working males and the retired

Comfortable Mid-Life Males 46-55Very likely to play golf and want to play moreProfessionalsSporty with older childrenOwn property and have investmentsEnjoy the good things in lifeHave internet access at work and home

Out-of-home advertising rates high for this group, 30% have seen a billboard in the past week36% say it gives them something interesting tolook at whilst travelling

Settling Down Males aged 26-35Very likely to play golf and want to play moreYoung professionalsTake part in sport on a regular basisBuying a house, may be settling down with partnerImage is importantHave internet access at work and home

Out-of-home is second to the internet in how thisgroup absorbs media, 35% have seen a billboard inthe past week, 52% say it gives them something interestingto look at whilst travelling

Source: GB TGI 2010 Q4 & IPA Touchpoints 3

Top Media Consumption

Top Media Consumption

%

%

Comfortable Retired CouplesEarly Retirement CouplesEnjoy active and comfortable life-style Empty nesters, children left home Home ownersEnjoy the artsPart of the communityPension and saving provisions

Twilight Year GentsRetired men, may be widowed Enjoy sport but have limited sportingopportunitiesEnjoy the company of like-minded menHave pension

Source: GB TGI 2010 Q4 & IPA Touchpoints 3

This groups can be ‘easy wins’ to increase participationdue to their increased leisure time

55+ year olds are more alert, and thus more receptive to advertising throughout the day.

30% of 55+ have seen a billboard in the past weekwith 47% seeing supermarket POS in the past week

Weekend Mood and Alertness diary

Top Media Consumption

%

Three regions of the country are highlighted

Working Males– South East– London– North West– East

However, when planning awareness we need to consider that the workplace may well be in a different location to the home.

Retired Couples– South East– North West– South West– East

When mapping these groups against the population and the golf development priorities three regions of the country are highlighted

Settling Down Males, aged 26-35

Population source: Subnational Statistics Unit

Although London is not a key focusfor GD this will be the workplace formany of this group so good for creating awareness.

LONDON

Shropshire

Cornwall

Devon

Somerset

Avon

Isle of Wight

Dorset

Hampshire

Surrey

Berkshire

Oxfordshire

Gloucestershire

LONDON

Hertfordshire

Wiltshire

W. Sussex E. Sussex

Kent

Essex

Suffolk

Norfolk

CambridgeshiireNorth-

Hamptonshire

Lincolnshire

Cumbria

North Yorkshire

Humberside

Nottinghamshire

Lancashire

Merseyside

Durham

Tyne & Wear

Cleveland

North

Umberland

Isle Of Man

Leichestershire

Hereford & Worcester

West

Midlands

Warwickshire

Bedfordshire

Bucking-

hamshire

Staffordshire

CheshireDerbyshire

South

Yorkshire

West

Yorkshire

GreaterManchester

Shropshire

Cornwall

Devon

Somerset

Avon

Isle of Wight

Dorset

Hampshire

Surrey

Berkshire

Oxfordshire

Gloucestershire

LONDON

Hertfordshire

Wiltshire

W. Sussex E. Sussex

Kent

Essex

Suffolk

Norfolk

CambridgeshiireNorth-

Hamptonshire

Lincolnshire

Cumbria

North Yorkshire

Humberside

Nottinghamshire

Lancashire

Merseyside

Durham

Tyne & Wear

Cleveland

North

Umberland

Isle Of Man

Leichestershire

Hereford & Worcester

West

Midlands

Warwickshire

Bedfordshire

Bucking-

hamshire

Staffordshire

CheshireDerbyshire

South

Yorkshire

West

Yorkshire

Greater

Comfortable Mid-Life Males, aged 46-55

Population source: Subnational Statistics Unit

Media and activity is likely to work in thesame location for these groups asthis segment is settled

Manchester

Comfortable Retired CouplesTwilight Year GentsEarly Retirement Couples

Population source: Subnational Statistics Unit

Media and activity will work in thesame location for these groups

Shropshire

Cornwall

Devon

Somerset

Avon

Isle of Wight

Dorset

Hampshire

Surrey

Berkshire

Oxfordshire

Gloucestershire

LONDON

Hertfordshire

Wiltshire

W. Sussex E. Sussex

Kent

Essex

Suffolk

Norfolk

CambridgeshiireNorth-

Hamptonshire

Lincolnshire

Cumbria

North Yorkshire

Humberside

Nottinghamshire

Lancashire

Merseyside

Durham

Tyne & Wear

Cleveland

North

Umberland

Isle Of Man

Leichestershire

Hereford & Worcester

West

Midlands

Warwickshire

Bedfordshire

Bucking-

hamshire

Staffordshire

CheshireDerbyshire

South

Yorkshire

West

Yorkshire

Greater

Manchester

One message

National marketing campaign supported by more investment than has been possible previously

Added value from building on investment in other areas

Fresh identity for Get into golf

First campaign focuses on five consumer groups:• Settling down males - 26-35 year olds, • Comfortable mid-life males - 46-55 year olds• Early retirement couples - 56-65 year olds, • Comfortable retirement couples - 65+, • Twilight gents - 66+

Up weighted activity in the south

The One Message ‘Mix’

1. Helpline

2. Website

3. Radio

4. Outdoor Advertising

5. Experiential

6. Print / PR

Creative identity needs to work really hard as we need people to give up their own time

Fresh image for Get into golf to reach out to a wider audience.

Clear and consistent message which is understood by the target audience, with a call to action.

Creative identity which can be used across a full range of media and can be developed as a series for a sustainable campaign.

New logo in keeping with thefresh image to reach out to a wider audience

Creative look that can evolveacross different consumer groups

• Re-build getintogolf.org with a fresh look, content and easy navigation• Give it good search engine optimisation • Content that will convert visitors into participation• Opt-in for e-newsletter• Drive inbound traffic though links• QR code on all communication

Website is the window to the world, successful websiteis like a salesperson that never sleeps

CGP activitiesAboutHow to startGolf speakRules and etiquetteWhere to play

Find a coachFind golf clubDriving rangesOn-line green feesResidential courses

HomeHome

Start golfStart golf Get into golfGet into golf Play golfPlay golf ReviewsReviewsGolf tipsGolf tips

Improve gameEquipmentTop tips

Getintogolf.org

Taster sessions and activities will automaticallyfeed through from CGP sites to Get into golf

Key that these are kept updated and full of activity

Information is clear• Activity• Location• Date• Contact details

Get into golfGet into golf

Page is named Get into golf so thatinformation is easy to find

• The benefits of using radio for advertising are many, ranging from its effectiveness to its low cost per impact.

• Global Radio, the UK's premier radio company and the home of the UK's leading commercial radio brands. With over 20 million* listeners on air, Global covers every genre and geographical area with simplicity and clarity for both the listener and the advertiser. Has a strong portfolio of recognised brands Heart, Capital, LBC, Classic FM, Gold and Xfm.

• Heart and Classic provide the best consumer fit however their geographical regions vary.

*Source: RAJAR Q2 2011, Total Global Radio (UK) TSA, All Adults 15+

Radio delivers a wide broadcast of message

“We use radio in every marketing campaign” “I would recommend it because…. It works!!”

Robert O’ConnellDavid Lloyd Health Clubs

“…the Open Day yesterday was a great success, we had a significant number of trials booked in advance, approx 80 and I would estimate that almost as many again arrived on the day, so we had nearly 200

here to a have a go.…All in all we were very pleased with the turn-out and have already

booked a number of new members into the club.”Lois Niessen

General ManagerActive Life

Campaign was run over 2-4 weeks

Heart FM

* Source: RAJAR Q2 2011, Heart Network (UK)/Heart 106.2, All Adults 15+

1. London/Surrey2. West Midlands3. Home Counties4. Cambridgeshire5. East Anglia6. Essex7. Kent8. Sussex/Surrey9. Thames Valley10. South Coast11. West Country12. Devon13. North West & Wales

• Heart, the UK's biggest commercial radio brand.• Network consists of 18 stations across the UK, reaching over 7.6 million* people every

week.• Core audience is aged between 25-44. Heart listeners have a spark about them; despite

juggling their various roles as wives, husbands, parents and professionals, they still make time for themselves and are determined to squeeze the most out of life. They are very social people who enjoy shopping, going out and spending time with their friends and family.

Heart FM will generate 7.9m impacts for Get into golf across three regions

Isle of Wight

Hampshire

Surrey

Berkshire

Oxfordshire

London

Hertfordshire

W. SussexE. Sussex

Kent

Essex

Suffolk

Norfolk

Bedfordshire

Buckinghamshire

Cambridgeshire

Advertising will take place weeks two and three in April across

• Essex• Kent• Sussex/Surrey south

Driving people to the website and 0800 number

Will create 7,981,000 impacts

Tool kit of material and support, regional activity will have a national look and a consistent message

Range of point of sale• A4 and A3 full and empty belly• Brochures• Flyers• Registration cardsBranding • Promotional counter x 1 per region• Pop-up banners x 4 per county• Fin flags x 4 per county• PVC banners x 4 per countyTools• Press releases• Artwork for local initiatives• Sell in presentation for golf clubs• How to make your websites work harder• Guidelines to social media• Marketing support on request

National implementation and consistency of the new identify is key to the success of One message

Artwork Allows Itself To Be Tailored To CGP Needs

Activities in Bedfordshire

Radio Outdoor

Experiential Print

This campaign is forecasted to generate at least 31m impacts through targeted and regional awareness

Shropshire

Cornwall

Devon

Somerset

Avon

Isle of Wight

Dorset

Hampshire

SurreyBerkshire

Oxfordshire

Gloucestershire

London

Hertfordshire

Wiltshire

W. Sussex

E. Sussex

Kent

Essex

Suffolk

Norfolk

CambridgeshiireNorth-Hamptonshire

Lincolnshire

Cumbria

North Yorkshire

Humberside

Nottinghamshire

Lancashire

Merseyside

Durham

Tyne & Wear

Cleveland

Northumberland

Isle Of Man

Leichestershire

Hereford & Worcester

WestMidlands

Warwickshire

Bedfordshire

Bucking-hamshire

Staffordshire

Cheshire Derbyshire

SouthYorkshire

WestYorkshire

GreaterManchester

Isle of Wight

Hampshire

Surrey

Berkshire

Oxfordshire

London

Hertfordshire

W. SussexE. Sussex

Kent

Essex

Suffolk

Norfolk

Bedfordshire

Buckinghamshire

Cambridgeshire

MEDIA IMPACTSOutdoor 22,700,000Radio 7,981,000Print 120,000Tactical 100,000Social media 100,000Web 50,000Experiential 20,000

TOTAL 31,071,000

Summary

• This plan is aimed to deliver targeted and regional awareness to the five most attractive segments of the FreshMinds research.

• Creating a fresh look will open up Get into golf to a wider audience, with one consistent message will start to build momentum into growing participation.

• Embracing internet marketing to reach out to wider audiences.

• One message will create a platform for future campaigns and activities

• Key to success:– Keep focused on target consumer segments for the campaign– Implementation of new creative and maintain consistency – Golfing activities and offers in place to convert awareness into participation– Websites kept up to date– Place the consumer at the heart of everything you do