membership campaign · 2020. 8. 10. · membership campaign playbook 2020 local campaign posters:...

MembershipCampaign

Playbook 2020

Playbook

Membership Campaign Playbook2020

Get Involved…It gives you the detail, look and feel and practical examples of how you can ‘Get involved…’ with the campaign.

This playbook acts as a guide to the England Golf membership campaign launching in July 2020 as a core strategy.

Introduction: National


Introducing ‘Membership: give it a shot’. A campaign that calls out to golfers who may or may not be considering golf club membership and presents them with the benefits of becoming a member.

National Campaign

Digital Messaging

DigitalAdvertising

Influencers

Press & Media

Referrals & Incentives

Video

Counties

National Campaign

A National Campaign, spreading the positivity around golf club membership as far and wide as possible across many channels including owned England Golf Channels and 3rd party press & media.

Targeted at lapsed golfers, existing members new golfers, returning golfers and independent golfers - promoting the accessibility, options and sociable benefits at golf clubs in England.

Introduction: Local


Local Campaign

Posters:

Editable ‘Full-Service’

Social Media Graphics

Logo

Themed ContentCalendar

Referral Incentives

Tailored Guidance

Documents

Call to action

Local Campaign

A Local Campaign, which will provide golf clubs with professionally designed and tailored resources.

This includes guidance sourced and formatted by the Club Support Officer Network through their engagement with golf club managers, owners and committees to help them maintain the momentum of the current increase in interest around joining a golf club.

This campaign has the scope for huge impact as it works both at National and Local levels, enabling golf clubs to utilise many tailored resources to assist with their membership recruitment and retention.


RetentionThe campaign will focus on retaining existing golf club members as well as the circa 18,000 new members who have joined a club since play resumed in May.

Membership Support

Recruitment‘Membership: give it a shot’ aims to maximise the current surge in interest towards golf club membership.

Campaign Logo


Recruitment Retention

Campaign Messaging


Core Values

Equality Diversity Family Community

Getting Golf Clubs Involved


The campaign logos are designed with two approaches – Contemporary and Heritage, through six colourways, enabling golf clubs to pick a design that works best with their preferred golf club colours.

Campaign Launch 27 July 2020

1. Press Release detailing the campaign’s purpose and planned activity forwarded to key trade/golfer press and media.

2. Golf club membership promotional video distributed on social media and sent to counties, clubs and industry stakeholders.

3. Promotional graphics posted on social media and England Golf website accompanying Press Release.

4. Launch incentivised referral programme aiming to provide new members and existing members with the chance to win amazing prizes.

National Campaign Launch


Get involved…

You can support the campaign by sharing the video, press release or digital graphics on your

social media channels or, if appropriate on your website.

Membership Incentive


Grand Prize

England Golf (National Golf Centre experience)

A year’s Country Membership for you and three friends at

Woodhall Spa Golf Club.

Membership induction experience

A round of golf for 4 on the world ranked Hotchkin Course

A round of golf for 4 on the Bracken Course

An overnight stay with Dinner, Bed & Breakfast at a local hotel

A 2-hour group lesson at The National Golf Centre including chipping

lesson, putting lesson and long game on the same facilities used by

England Squads

Eligibility:

• All new members since May 2020 up to 30 October 2020• Any existing member who has referred a new golf club member since May 2020 up to 30 October 2020

All entrants are placed in a prize draw to win. Closing date 30 October 2020 with winners announced in November.

Other prizes:

10 x pairs of tickets to The 149th Open at Royal St Georges, Sandwich

6 x pairs of adidas CodeChaos golf shoes

24 x dozen Titleist ProV1 golf balls

Local Campaign Launch


Local Launch commencing 10 August 2020

1. Launch emails and website links distributed to counties and golf clubs.

2. Suite of assets becomes available on the England Golf website for golf clubs to access.

3. Publication of recruitment and retention guidance.

4. Club Support Officers to drive campaign via regular meetings with golf clubs.

Get involved…

You can support this by ensuring that this message reaches as many clubs as possible. Use your

network to talk about the purpose of the local campaign and what is available.

Local Campaign


The local campaign provides golf clubs with strategically designed assets to support their recruitment and retention initiatives.

Available suite of digital assets:

Campaign Logos

Customisable Posters

Generic Posters

Social Media Graphics

Digital Content Calendar

Guidance Documents

Local Campaign - Club Support


•Diagnostic Checklists

A short series of situation analysis tools created to assess key elements of recruitment and retention

•Guidance and Support Documents

Resources developed with clubs to support areas identified by diagnostic checklists

•Tailored Club Support

Practical support to meet the specific needs of individual clubs

National team of Club Support Officers and Partnership Managers

on hand to assist clubs with this membership campaign

Timeline


National Campaign 2020

Live on 27 July

Golf ClubConnectivity

Embed the campaign from August

LocalCampaign Launch

Goes live on 10 August

Digital Advertising

Switch on from 27 July

Membership Campaign 2021

Creating next phase of campaign for 2021

SocialMedia Influencers

Build out via network of celebrity contacts

Get involved…

You can support this by ensuring that the various elements of the campaign reaches as many clubs as

possible. Look out for all of the activity sent to you and promote this through your channels.

Planned activity aims to keep momentum and support the growth and retention of golf club membership through 2020 and then building on our results and refocusing the campaign ready for Phase 2 in 2021.

Let’s all get involved…