England Golf Partnerships - EGP

1. One m sa e
esg
Awareness campaign to
accelerate the growth of golf in England

2. One Message is Built Around …….
1. T eo jciv
h be t e
3. R s ac
e e rh
5. T re c n u e
ag t o s m r
7. C m a n
a p ig
9. M n o/v laio
o itr au t n
E

3. Objective
T d s n‘o em s a e t e c ua em r p o l a e 1 a do e t pa
o e ig n e s g ’ o n o rg oe e pe g d 6 n v ro ly
gl
of
.
M r s e if al t c nr uetw rs nin ra eo 5 ,0 0p o l o te
oe p c ic l, o o t t o ad a ce s f 4 0 e pe n h
y ib
b s l ef ue( s e s rdb S ot n ln ’s civ P o l S re )b
a ein ig r a m a ue y p rE ga d A t e e pe uv y y
M rh2 1 inl ew hteE ga dG lP r es ip ( G )G o t Srtg .
ac 0 3 in it h n ln of at rh ’s E P rwh t e y
n a

4. To Grow Golf We Need To Reach Out To A Wider
Audience
S W
G lise jy gag le eainE ga dw h
of no in od n r n ln it T eeisn o ece r e s g t go g lin
hr o n la m s a e o rw of
pa esrn in a N .1& intew r
ly r a k g t o 2 h ol d E ga d
n ln
P oe s n l a eat csm d atnio a d
rfs io a g m t a t e ia t t n n
r e C r n ofr gisf g e td
ur t f in
e e r m ne
a
a t e( a tr, B WC a p n h , T e
ir im M ses M h m io s ip h V r lt m d o a ae e st go g l
ey ite e ia r w rn s o rw of
l
O e)
pn G t t G lh sl itdinom t na d
e ino of a im e fr aio n
T eeaem n c m ec l n s ot g
h r r a y o m ria a d p r in apa
p el
in iaiv st g t e peinoteg m a dpa
it t e o e p o l t h a e n ly O l ra h so toan h a d n e
ny e c e u t ic e u ie c
mroe P o u tah rh nc so e fc s d
rd c rte ta u tm ro u e
W h v ce ib it, a b s a osa dc na t
e a e rd ily m a s d r n o tcs
Oo g o th in u t
tru h u te d sr
h y T
C e t am rein c m a nt ra ho toa
rae ak t g a p ig o e c u t L is r p u disb in s u e e
e ue o n e g q e zd
w e a d n et c nin etego t pa
id r u ie c o o t u h rwh ln C m ein w hp o lslis r t ea d
o p t g it e pe e ue im n
O e u t g l gc m u it sw haf s
p n p o of in o m n ie it r h e inee t
trss
im g
ae O h r p r aem r at civ
te s ot r oe t a t e
s r
C e t ao e tps o fr et ginog l
rae n -so h p o g t in t of C m ec l p rtr o oh r o ie t in t
o m ria o eaos r te b d s r g o
y
T k a v na eo c na t a drlt n h s
a e d a tg f o tcs n eaio s ip tk tela
ae h ed
B c m c so e fc s d
e o e u tm ro u e 2 1 Oy p sw l o t l ud o m d
0 2 l ic il nr o to r e ia
m c o
d r g J n a dJ l
uin u e n uy

5. Fresh Minds research has highlighted 10 consumer groups who play golf
irregularly, indexed which are more likely to play golf.
T etp5fl t 2bo dgo p : working males and the retired
h o al o ra ru s
in
n e in fik l t ly of
Id x go l ey opa g l
Tryin g to s e ll to e ve ryo n e is m ark e tin g
d e ath
e ac h s e g m e n t h as its o w n n e e d s
Segments 1-10

6. To p M e d ia C o n s u m p tio n
%
Comfortable Mid-Life Males 46-55
V r le t p y o a dwn t p y oe
eyikl o l g l n a to l m r
y a f a
Poes n l
rf io a
s s
S otwho e c il e
p r it l r hd n
y d r
O npo eta dh v inet e t
w rp r n ae vs ns
y m
E j te o dtin s l
n y h g o h g inif
o e
H v inen t ces t ok n h m
ae t e acs a wr a d o e
r
O t f o e detin rt h hfrh
u- - m a vr g ae ig o tis
oh is s
go p 3 % h v se a ilo r in h p s we
ru , 0 ae en bl ad te at ek
b
3 % sy g e te sm tin ineetgt
6 a it ivs h m o eh g t sr in o
l k t hs t vl g
o a wil r ein
o ta l
To p M e d ia
Settling Down Males aged 26-35
V r le t p y o a dwn t p y oe
eyikl o l g l n a to l m r
y a f a
C o n s u m p tio n
Y u gpoes n l
o n rf io a
s s
T k p rins ot na e u r ais
ae at p ro rg l b sa %
B y ga o s, m y e e lgd w whp r e
uin h ue a b st t
in o n it at r
n
I a e im ot t
m g is p r n
a
H v inen t ces t ok n h m
ae t e acs a wr a d o e
r
O t f o e sc n t te t n t h w h
u- - m is eo d o h ine e in o tis
oh r
go pa srs e ia 3 % h v se a ilo r in
ru b ob m d , 5 ae en bl ad
b
te at ek 5 % sy g e te sm tin ineetg
h p s we, 2 a it ivs h m o eh g t s r in
t l k t hs t vl g
oo a wil r ein
o ta l
S uc: G T I 0 0Q &P T u h o t 3
o re B G 2 1 4 IA o c p ins

7. This groups can be ‘easy wins’ to increase participation
due to their increased leisure time
To p M e d ia C o n s u m p tio n
Comfortable Retired Couples
Early Retirement Couples %
E j ate n c motb l - te
n y civ a d o fr l if s l
o ae e y
E py etr c il e lt o e
m tn s s hd ne h m
e, r f
H m o nr
o e wes
E j te r
n yh at
o s
P ro te o m ny
at fh c m u it
P nio a dsv gpois n
e s n n ain rv io s
Twilight Year Gents
R t dm n m y e id wd
eir
e e, a b w o e
E j s ot u h v l it s otg
n y p rb t aeim e p r
o d in
o p r nie
p ot its
u
E j te o p n o lem d dm n
n yh c m a y f - in e e
o ik We e k e n d M o o d an d Ale rtn e s s d iary
H v p nio
ae e s n
5 + ya o s r m r a r adtu m r
5 er l ae oe lt n h s oe
d e,
rcpiv t a vr in tru h u te a.
ee te o det g ho g o th d y
is
3 % o 5 + h v se a ilo r in h p s we
0 f 5 ae en bl ad te at ek
b
wh 7 se gsp r akt O in h p s we
it 4 % ein u em r P S te at ek
e
S uc: G T I 0 0Q &P T u h o t 3
o re B G 2 1 4 IA o c p ins

8. Three regions of the country are highlighted
W e m p in te ego p a a s tep p lt na dteg ld v lp e t
h n a p g h s ru s g in th o uaio n h of e eo m n
pioit s he rg n o tec u t aeh hig td
r rie tre e io s fh o nr r ig l he
y
Working Males R te C u ls
eird o pe
– S uhE s
o t at – S uhE s
o t at
– Lno
odn – N r Ws
ot e t
h
– N r Ws
ot e t
h – S uhW s
o t et
– Esat – Es
at
H w v rw e pa n ga ae e s en e t c n id rh th w rpa em y
o e e, h n ln in w rn s w e d o o s e ta te ok lc a
w l einad frn lc t nt teh m .
elb if e to aio o h o e
e

9. Settling Down Males, aged 26-35
North
Umberland
Tyne & Wear
Ato g L n o is o ak y o u
l u h o d n n t e fc s
h Durham
fr Dtis il etew rpa efr
o G h w l h ok lc o
b
Cumbria
Cleveland
Isle Of Man
m n o tis ru s g o fr
a y fh go p o o d o North Yorkshire
ce t ga ae e s
rain w rn s . Lancashire
West
Humberside
Yorkshire
Greater
South
Manchester
Merseyside
Yorkshire
Derbyshire Lincolnshire
Cheshire
Nottinghamshire
Staffordshire
Norfolk
Leichestershire
Shropshire
West
Midlands
North- Cambridgeshiire
Hamptonshire Suffolk
Warwickshire
Hereford & Worcester
Bedfordshire
Bucking- Essex
Gloucestershire
hamshire Hertfordshire
Oxfordshire
LONDON
LONDON
Avon Berkshire
Surrey Kent
Wiltshire
Somerset Hampshire
W. Sussex E. Sussex
Devon Dorset
Isle of Wight
Cornwall
P p lio suc: S b a n l t is s n
o u tn o re u n t aSa t U it
a io t ic

10. Comfortable Mid-Life Males, aged 46-55
North
Umberland
M d a da t it is ik l t w r inte
e ia n civ y l ey o ok h
Tyne & Wear
s m lc t nfrh s go p a
a e o aio o te e ru s s
Durham
Cumbria
Cleveland
tis e m n is et d
h s g e t s te l
Isle Of Man
North Yorkshire
Humberside
Lancashire
West
Yorkshire
Greater
South
Manchester
Merseyside
Yorkshire
Derbyshire
Cheshire Lincolnshire
Nottinghamshire
Staffordshire
Norfolk
Leichestershire
Shropshire
West
Midlands
North- Cambridgeshiire
Hamptonshire Suffolk
Warwickshire
Hereford & Worcester
Bedfordshire
Bucking- Essex
Gloucestershire
hamshire Hertfordshire
Oxfordshire
LONDON
Avon Berkshire
Surrey Kent
Wiltshire
Somerset Hampshire
W. Sussex E. Sussex
Devon Dorset
Isle of Wight
Cornwall
P p lio suc: S b a n l t is s n
o u tn o re u n t aSa t U it
a io t ic

11. Comfortable Retired Couples
Twilight Year Gents
Early Retirement Couples North
Umberland
Tyne & Wear
Durham
Cumbria
Cleveland
Isle Of Man
M d a da t it w l okinte
e ia n civ y il r
w h
North Yorkshire
s m lc t nfrh s go p
a e o aio o te e ru s Lancashire
West
Humberside
Yorkshire
Greater
South
Merseyside Manchester
Yorkshire
Derbyshire
Cheshire Lincolnshire
Nottinghamshire
Staffordshire
Norfolk
Leichestershire
Shropshire
West
Midlands
North- Cambridgeshiire
Hamptonshire Suffolk
Warwickshire
Hereford & Worcester
Bedfordshire
Bucking- Essex
Gloucestershire
hamshire Hertfordshire
Oxfordshire
LONDON
Avon Berkshire
Surrey Kent
Wiltshire
Somerset Hampshire
W. Sussex E. Sussex
Devon Dorset
Isle of Wight
Cornwall
P p lio suc: S b a n l t is s n
o u tn o re u n t aSa t U it
a io t ic

12. One m sa e
esg
N t n l ak t gc m a ns p otdb m r in e t e th n
aio a m rein a p ig u p re y oe v sm n ta
h sb e p s ibepe io s
a e n o s l rv u l y
A d dv lef mb ilin o in e t e t oh r ra
d e au r o u d g n v sm n in te ae s
Fe hid nit fr e inog l
rs e ty o G t t of
F s c m a nfc s so f ec n u e go p :
irt a p ig o u e n iv o s m r ru s
• S tin d w m ls 2 -3 y a od ,
et g o n ae - 6 5 e r ls
l
• C motbem -lem ls- 4 -5 y a od
o fr l id if ae
a 6 5 e r ls
• E r rte e t o pe - 5 -6 y a od ,
al eirm n c u ls 6 5 e r ls
y
• C motberte e t o pe - 6 +,
o fr l eirm n c u ls 5
a
• T il h g ns- 6 +
w ig t e t 6
U w ig tda t it intes uh
p e he civ y h o t

13. The One Message ‘Mix’
1. H ll e
epin
3. W b it
ese
4. R d
a io
5. O to r d et in
ud o A v r g
is
6. E p r nia
x eie t l
7. P in / R
rtP

14. 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.

15. Creative look that can evolve
across different consumer groups
New logo in keeping with the
fresh image to reach out to
a wider audience

16. Website is the window to the world, successful website
is like a salesperson that never sleeps
• R -b il g t tg l r w haf s lo , c ne t n e s n v aio
e u d eino of g it r h o k o tn a d a y a ig t n
.o e
• G eit o ds ac e g eo t is t n
iv g o e rh n in pim aio
• C ne th t il o v rv itr inop r ip t n
o tn ta w l n et is os t at aio
c ic
• O t fr -n w lt r
p-in o e e s tee
• D iv in o n t f to g l k
r e b u d r f h u h in s
a ic
• Q c d o al o m n aio
R o e n l m u ic t n
c
Home
Start golf Get into golf Play golf Golf tips Reviews
A ot
bu C Patits
G civie F da o c
in c ah I poe a e
m rv g m
H w os r
o t tta F dg l l
in o c b
fu E u mn
q ip e t
G l pa
o s ek
f Div grn e
rin a g s T pt s
o ip
R l a de u t
u s n t et
e iq e O -in gen es
nle re f e
W ee op y
hr t l a R s e tlo r s
eid niac us
e

17. G t tg l r
eino of g
.o

18. Taster sessions and activities will automatically
feed 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 golf
Page is named Get into golf so
that
information is easy to find

19. Radio delivers a wide broadcast of message
• T eb n fso u in rd fr d et in aem n , rn in f mit efciv n s t it
h e eit f s g a io o a v r g r a y a g g r
is o s f te es o s
e
lwc s p r p c.
o o t e im a t
• Go a R d , teU 'spe ie rd c m a y n teh m o teU 'sla in
lb l a io h K rm r a io o p n a d h o e fh K e d g
c m ec la ioba d . W ho e 2 m l n l tn r o a , Go a c v r e ey e r
o m ria rd rn s it v r 0 il * ise es n ir lb l o es v r g ne
io
a dg o rp ic l raw hs pic y n cait fr ohtel tn r n tea v r e.
n e ga h a ae it im l it a d lry o b t h ise e a d h d et r is
H sasrn p r oioo rc g is dba d H atC p a, L C Ca s F , G l a d
a t g ot l fe o n e rn s e r a itl B , ls ic M od n
o f ,
Xm
f.
• H at n Ca s po id teb s c n u e f h w v rh ir e ga h a rg n v r.
e ra d ls ic rv e h e t o s m rit o e e te g o rp ic le io s ay
“…the Open Day yesterday was a great success, we had a significant
number of trials booked in advance, approx 80 and I would estimate
“We use radio in every marketing campaign”
that almost as many again arrived on the day, so we had nearly 200
“I would recommend it because…. It works!!” here to a have a go.
Robert O’Connell …All in all we were very pleased with the turn-out and have already
David Lloyd Health Clubs booked a number of new members into the club.”
Lois Niessen
General Manager
Active Life
C m a n a rn vr - wes
a p ig ws u oe 24 ek
*S uc: R J RQ 2 1 , T t Go aR d ( K T A A A us 5
o re A A 2 0 1 oa l l a io U ) S , l d l 1 +
l b l t

20. Heart FM
• H atteU 'sb g s c m ec la ioba d
e r h K ig e t o m ria rd rn .
,
• N t okc n isso 1 saio sa rs teU , ra h go e 7 m l n p o l e ey e k
ew r o s t f 8 tt n co s h K e c in v r .6 il * e pe v r w e .
io
• C r a d n eisa e b t e n2 -4 . H atise esh v as aka o th m d s it
oe u ie c g d ew e 5 4 e rl tn r a e p r b u te ; e p e
jg l gte v r u rlsa w e , h s a d , p rnsa dpoe s n l te sil a e
u gin h ir aio s oe s iv s u b n s ae t n rfs io as h y tl k
, m
t efrh m ev sa daed tr in dt s u e etem s o t fif. T e aev r s c l
im o te s l e n r eem e o q e z h o t u o le h y r ey o ia
p o l w oe jy h p in , g in o t n s e d gt ew hte f n sa dfm y
e pe h no s o p g o g u a d p n in im it h irr d n a il
ie .
1. L n o /ury
o d nS r e
2. W s M ln s
e t ida d
3. H m C u t s
o e o nie
4. C m r g s ir
a bid e h e
5. E s A gia
at n l
6. E s x
se
7. K n
et
8. S s e /ury
u s xS r e
9. T a e V l y
h m s ale
10. o t C a t
S uh o s
11. e t o nr
W sC ut y
12. e o
D vn
13. ot W s & ae
Nr h e t W ls
* S uc: R J RQ 2 1 , H at e okU )H at 0 .2 A A us 5
o re A A 2 0 1 erN t r ( K/er1 6 , l d l 1 +
w l t

21. Heart FM will generate 7.9m impacts for
Get into golf across three regions
A v r in w la epa ew e s w a dtreinA r
d et g il k lc e k t o n he
is t pil
a rs
co s
• E sx
se Norfolk
• Knet
• S s e /ury o t
u s xS r s uh
e Cambridgeshire
Suffolk
Bedfordshire
D iv gp o l t tew b it a d0 0 n m e Buckinghamshire
r in e pe o h e s e n 8 0 u b r
Hertfordshire Essex
Oxfordshire
W l rae7 8 ,0 0im a t
il e t ,9 1 0
c p cs Berkshire
London
Surrey Kent
Hampshire
E. Sussex
W. Sussex
Isle of Wight

22. Tool kit of material and support, regional activity will
have a national look and a consistent message
R an g e o f p o in t o f s ale
• A a dA fl n e py el
4 n 3 ul d m t b l
a y
• B o h rs
rc ue
• Fy r
l s
e
• R g t t nc rs
e isr io ad
a
B ran d in g
• P o oio a c u tr 1p r e io
rm t n l o ne x e rg n
• P p pb n esx4p r o ny
o -u a n r e cut
• F f g x4p r o ny
in l s
a e cut
• P Cb n esx4p r o ny
V anr e cut
To o ls
• P e srla e
rs ee s s
• A t okfro a in iaiv s
r r o lc l it t e
w
• S l pe e tt nfr of lb
el rs naio o g lcu s
in
• H wt m k y u w b itsw r
o o a e o r e s e ok
h re
ad r
• G id l e t s c l e ia
u ein s o o ia m d
• M rein s p ot nrq e t
ak t g u p ro e u s
N tn l p m na n n c nis n y fh nw e t is e t te u cs o One m sa e
a aim l e t io ad o s t c o te e id nif kyo h sces f
io e t e y esg

23. Artwork Allows Itself To Be Tailored To CGP
Needs
Activities in Bedfordshire

24. This campaign is forecasted to generate at least 31m
impacts through targeted and regional awareness
Northumberland MEDIA IMPACTS
Tyne &
Wear O to r 2 ,7 0 0
ud o 2 0 ,0 0
Rd
a io 7 8 ,0 0
,9 1 0
Durh
Cumbria am Cleveland
Isle Of
P in
rt 10 0
2 ,0 0
Man
North
T cic l
ata 10 0
0 ,0 0
Yorkshire
Humberside
Lancashire West
S c l e ia 1 0 0
o ia m d 0 ,0 0
Yorkshire
Greater South
Merseyside Manchester
Wb
e 5 ,0 0
00
Yorkshire
Ches Lincolnshire
Nottinghamshire
E p r nia
x eie t l 2 ,0 0
00
hire Derbyshire
Staffordshire
Leichestershire Norfolk
Shrops West
hire Midlands North- Cambridgeshiire
Hereford &
Hampton
Warwickshire shire
Bedfordshire
Suffolk
TOTAL 31,071,000
Worcester
Gloucestershir Bucking- Essex
e Oxfords hamshire Hertfordshire
hire
Norfolk
London
Avon Berkshire
Wiltshire Surrey Kent
Somerset Hampshire W.
E. Sussex Cambridgeshire
Sussex
Dorset
Suffolk
Devon
Cornwall
Isle of
Wight
Bedfordshire Rd
a io O to r
ud o
Buckinghamshire
Oxfordshire
Hertfordshire Essex E p rnia
x eie tl Pin
rt
London
Berkshire
Surrey Kent
Hampshire
E. Sussex
W. Sussex
Isle of Wight

25. Summary
• T ispa isa e t d le tree a drg n l w rn s t tef em s at civ
h ln im d o eiv rag td n e io a a ae e s o h iv o t t a t e
r
s g e t o teFe h in srs ac .
e m ns fh rs M d e e rh
• C e t gaf s lo w l p nu Get into golf t aw e a d n e w ho ec n ise t
rain r h o k il e p
e o o id r u ie c , it n o s tn
m s a ew l trt b il m m nu inogo in p r ip t n
e s g il ato u d o e tm t rw g at aio .
s ic
• E ba in inen t ak t gt ra ho tow e a d n e .
m rc g tre m rein o e c u t id r u ie c s
• O em s a ew l raeapafr fruuec m a n a da t it s
n e s g il e t
c lt m o ftr a p ig s n civ ie
o
• K y os c e s
e t u c s:
– K e fc s do tre c n u e s g e t frh c m a n
e p o u e n ag t o s m r e m ns o te a p ig
– I pe e tt no n wce t ea dm ina c n ise c
m lm naio f e raiv n a tin o s tn y
– G l ga t it sa dofr inpa et c n et w rn s inop r ip t n
ofin civ ie n f s
e lc o o v ra ae e s t at aio
ic
– W b itsk p u t d t
e s e e t p o ae
– Pa etec n u e a teh at f v rtin y ud
lc h o s m r th e ro e eyh g o o