GOLF NSW ADVERTISING CAMPAIGN 2013/14 ADVT11-100 AGENCY: ADSVEN The Team: Brigette Foot Lachlan Fea Ephraim Cooper Xiaowei Deng
Executive Summary Golf NSW was formed in 2010 and is the overarching representative body of all the 385 golf clubs throughout New South Wales (Australia, 2012). The role of Golf NSW is to coordinate administrative tasks such as golf rules, handicapping, competition conditions, events, course ratings and finances (NSW, 2011). As highlighted in our report, research indicates that just under half of members hold memberships but never participate in golf activities or use golf’s facilities. Research further indicates that participation is dominated by males, particularly those within the 55 or over age category. Thus, there is extensive scope and opportunity for growth, particularly amongst women and families who are 35 years old or younger. It is crucial for Golf NSW to overcome these present challenges to ensure Golf NSW and affiliated clubs remain sustainably viable in the future. This report outlines ADSVEN’s strategic and flexible creative campaign, ‘Golf is in Fashion’, which is specifically focused on overcoming these challenges and meeting campaign objectives. This report hopes to revamp and unify Golf NSW’s brand image and minimise negative perceptions surrounding the sport. Through the implementation of this strategy in a variety of media channels, golf once again can be seen as a social and competitive activity which is trendy and enjoyable to participate in. Ultimately, by targeting women below 35 with fashion; an obsession and interest which is at the heart of every female, women will be attracted to participate and therefore persuade their friends, partners and children to get involved as well. This campaign also focuses on creating value for customers so they can see that memberships are great value for money, rather than expensive and not worth it. Ultimately, it is this portrayal of the sport which will increase participation and memberships throughout NSW through phasing out negative perceptions and associating Golf NSW’s brand with a fun, young and enjoyable environment. This report further provides examples of possible advertising material and a means of evaluating the campaign after a period of six months to determine whether the campaign is a continuing success, or whether a new plan should be implemented instead.
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Table of Contents Executive Summary
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Situational Analysis
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Campaign Goals & Objectives
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The Campaign Strategy
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Media Plan
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Campaign Evaluation
14
Budget Report
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Conclusion
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References
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Appendices
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Situational Analysis Four of the primary contributing issues to the decline in the golf industry include ageing population, global financial crisis, the drying up of Japanese investors who once dominated resort investment, and the introduction of new technology which has created golf balls which can go further, making old courses obsolete and out-dated (Williams, 2013). Subsequently this has contributed to reductions in golf participation and memberships and allowed other competitive sports and leisure activities to enhance their competitive strategies.
Golf Participation in NSW The participation and overall interest of golf has slowly subsided over the past decade and is now suffering from its lowest participation rates during this period (Shulman, 2013). However, whilst golf member numbers may be declining, members are now playing more games more often than previous years. In NSW alone, there was a total of 222,557 participants (151,026 members; 71,531 non-members) making NSW the state with the most participants in 2012 (Australia, 2012). This accounted for 8,040,988 rounds of golf being played in NSW. This comprised of 5,382,171 member rounds, 2,213,488 non-member rounds and 445,330 rounds by tourists, visitors and corporate groups. As can be seen in Figure 1, the 55+ age group dominated the sport and is therefore the cohort with the largest participation. In 2008, golf was ranked as the top club sport by the Australian Sports Commission and experienced a participation increase of 29% (Golf: Australia's Most Popular Sport, 2009), however now in 2013 golf has fallen to the 6th most popular sport in terms of participants (Williams, 2013).
Participation Rates by Age 70% 60%
Percentage
50% 40% 30% 20% 10% 0% Under 18
18-34
35-54
55+
Age Group Figure 1
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Memberships In NSW there were 360,216 club members, however only 157,718 were playing members (Australia, 2012). Of these playing members, 80% were males and 20% were females. Again, memberships were dominated by the 55+ age group; holding 61% of memberships, whilst under 35’s only held 11% of club memberships (Australia, 2012). 57% of playing members held memberships in country areas (Australia, 2012). These statistics reveal that NSW is the most popular state for participants to hold memberships, particularly in clubs which are located in the country regions. Unfortunately not all membership holders are actually participating in the game of golf and it is vital to attract them to play to ensure they repurchase a membership in the following years. It is also evident from these results that golf is a male dominated sport comprising primarily of persons 55 years and older. Therefore, increasing the membership of females, persons under 35 and those located in metropolitan areas is critical for Golf NSW to increase membership numbers in the future. In a particularly male dominant sport, the participation of women in golf is declining with only 22% of memberships belonging to females (Ausport, 2013) (Commission, 2013). The under representation of women participation and memberships is further highlighted through participation to population rates. The NSW overall male participation to population rate is 4.64% while the female rate is 1.19%. Therefore, there is a very strong need to enhance women’s interest in this sport.
Target Market Analysis Understanding the campaign audience is paramount to developing effective strategies which will extend to, and be understood, by the preferred audience (NSW Strategic Communications, 2013). ADSVEN has designed a campaign that is flexible to target multiple audiences and media channels to enhance its overall effectiveness. (NSW Strategic Communications, 2013). As evident throughout our situational analysis, the areas where participation should be increased, and therefore the campaign targeted to, are:
Women aged 18-35 (primary)
Children (secondary)
Young Families aged below 35 (secondary)
All of ADSVEN’s nominated target markets possess the negative perceptions that golf is expensive and boring to participate in. They have low disposable income levels and therefore need to see value in the memberships before they will consider purchasing. However, on the alternative they are usually open minded to new things and are in search for social ways to have fun and remain active; and golf most definitely possesses these attributes.
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Women are predominantly fashion savvy and therefore by targeting them through fashion events, they are likely to encourage the participation of their children so they keep active and trendy, and also to persuade their husbands, partners, parents or friends to get on board as well. As depicted in Appendix I this also encompasses the audience who are the primary users of social media and internet, and therefore aligns with our media campaign. Specifically, on average, women spend 9% more time on social networking sites than men (Widrich, 2013).
SWOT Analysis The following situation analysis was performed to provide a better understanding of the internal and external environments of Golf NSW.
Strengths
Negative perceptions of golf clubs. perceptions such as being too expensive, snobby and boring.
Poor exposure and lack of awareness; too many golfers don’t know what Golf NSW is and what they offer.
Not really engaged in social media as they focus on an elderly target market (55+).
Little to no brand recognition with an out-dated logo.
Golf NSW is seen as a leader in golf and an information clearinghouse for golf in NSW.
Not as helpful to clubs as they could be.
A versatile number of sponsors, networks and industry partners.
Promoting a sport which is suitable for all ages and instils excellent values into its players.
Memberships can be expensive and often deter people from participating.
Lack of television airing of large tournaments.
Golf courses - good number, quality, diversity, and yearround good weather making it very accessible for every person.
A history of success and a positive culture within the players of expecting success.
Great coaches
Frequent press coverage nationally.
Weaknesses
Good funding and support Multiple function rooms designed for different functions. Open to information and good communication through its newsletters and mailing services.
Opportunities
Large target audience in the market which they have yet to target; opportunity to attract younger demographics and lower median age (under 35’s) to get them more involved in golf.
Opportunity to attract women to get involved with golf clubs to reduce the ‘male domination’.
Tap into the younger market to instil a passion for golf at a young age so it carries through to when they are older.
Opportunity to coerce players from other sports to take an interest in golf.
Niche Market.
Lack of communication with non-golf player group and therefore have experienced a reduction in participation rates because they have not done enough to develop and encourage new golfers from the younger markets. Lack of innovation in programming and promotion. (Needs to involve the community and non-golfers more)
Threats
Other sports and recreational activities taking potential golf club users due to their increased competitive (lower membership and participation costs, more exposure to target market)
Weather as an unstable element has the potential to reduce participation in the events or programs; also reduce the revenues and memberships
GFC reducing disposable income of people; reduced investment from overseas is reducing funding needed to create new courses and maintain the grounds; changing living patterns with the elderly and businessmen now preferring to invest in the city lifestyle to be close to everything.
Improve continued presence on social media Enhance cooperation with sponsors.
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Competitor Analysis The diagram provided by IBIS World in Figure 2, depicts the current competitive market for the Sport and Recreation Facilities industry in Australia. According to this diagram golf courses take up 7.7% of the market share placing them fourth highest in market share for the industry. This is fairly high considering that golf has fallen in interest in recent years and also those two large sections of market share encompasses multiple sports. While golf attendance and interest is at a record low, other sports are seeing increases in participation and interest, thus resulting in a significant fall in market share for golf. It has also opened an increasing gap between golf and the market leader. Between 2002 and 2011 golf fell from fourth highest in market share to fifth highest. According to IBIS World, having an international golf tournament in Australia and revamped promotion is necessary to increase interest and participation in the sport.
Figure 2: IBIS – Product and Services Segmentation 2012-2013
Golf’s largest competitor is that of cricket grounds of which have 33.1% of market share for this industry. One large reason for this is the introduction of international and major club 20/20 cricket to Australia. This is a much faster and more exciting version of cricket compared to the two or three day test and because of this it has increased participation in the sport and also interest. Cricket is also frequently broadcasted on TV and this has also had a positive effect on the sport increasing interest, participation and attendance.
Football fields are also a major competitor as they are second highest in market share with 24.6%. This market consists of AFL, rugby union, rugby league and soccer. Currently AFL is Australia’s most watched sport with great participation and airing on television. Also contributing to the 24.6% is soccer. In recent years soccer has seen steady increases in its participation and viewing. This is a result of achievements made by the Australian national soccer team and increasing hype over the A-League.
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Another competitor, Tennis, ranks third in market share with 16.9% .Tennis’s greatest benefit is that they have strong support and attendance across all ages. Its strongest amount of participation is for those between the ages of 10 and 44 with roughly 18% of this age bracket involved in tennis. The televised Australian Open held in Melbourne each January is one contributor to the strong backing of tennis . Golf has a number of major competitors that sit above them in rank of market share in the sports and recreation industry. While golfs attendance and interest is at a record low, other sports are seeing increases in participation and interest thus resulting in a significant fall in market share. It also brought an increasing gap between them and the market leader. Between 2002 and 2011 golf fell from 4th highest in market share to 5th highest. According to IBIS World, having an international golf tournament in Australia Golf in need of something to revamp the sport to increase awareness leading to interest followed by desire thus resulting in increased participation and action.
Campaign Goals and Objectives Overarching Objective
For Golf NSW to have a stronger presence in the local community by encouraging participation amongst local golf clubs and increase participation rates by 30% by (one year after campaign launch).
Goal 1
To increase social awareness of golf as a sport promoting health and well-being by 50%.
Goal 2
Minimise negative perceptions held about golf by 40%.
Goal 3
To raise awareness of Golf NSW and unify its brand – For 60% of people to associate Golf NSW with our campaign strategy and as a fun, trendy and enjoyable environment to be a part of.
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The Campaign Strategy The ‘Big Idea’ To overcome the industry challenges and meet both the brief and campaign objectives, ADSVEN has developed the ‘Golf is in Fashion’ advertising campaign. This concept highlights how fashionable outfits can be worn as spectators or during golf tournaments, competitions and social games. The aim is to portray this sport as a means to dress up, have fun and flaunt your unique style. The double meaning of the tagline ‘Golf is in Fashion’ also depicts golf as a trendy sport and recreational activity which is becoming popular and a ‘must do’ social and competitive sport for all. This ‘Big Idea’ is very versatile and flexible and subsequently has the ability to be utilised to target a variety of audiences in a variety of media channels. Through this portrayal it is predicted that negative perceptions will decline as the target market becomes aware of both the social and competitive benefits of the sport. The aim is to attract more participants from the target markets to got to local golf club courses to take part in playing golf, making use of the club’s facilities including restaurants, and to get involved with their events, such as golf course fashion shows.
Shopping Mall Fashion Shows One of the beginning steps to this campaign is the holding of the free one hour Golf Fashion Shows at some of NSW’s major shopping centres. ADSVEN proposes holding them at Westfield Sydney and Westfield Bondi Junction because as illustrated in earlier results, the participation at local golf clubs situated in metropolitan areas is strongly needed. However, this event will be operated by Golf NSW to promote and encourage participation in the sport of Golf as a whole and for everyone to attend their local golf clubs, rather than specifically promoting particular clubs. Performing these shows during school holiday periods will ensure the shows attract the most amounts of attendees and therefore exposure amongst the desired age group of 34 year olds and younger. As can be seen in ‘The Budget’, the fashion shows will run for a period of three weeks per shopping mall. Fashion shows, titled ‘Golf is in Fashion’, will showcase the latest in golf fashion for men, women and children and feature their own brand’s models (this will ensure Golf NSW has no hiring costs for models). Brands featured on the runway will include Golf NSW sponsors including 2XU and Sporte Leisure and other stores within the malls which stock golf clothing lines. Therefore, it is highly anticipated that stores (depending on what stores are available in each mall) such as Myer, Nike and Adidas. However, it will also be encouraged for non-traditional sporting stores to pitch forward golf-like outfits for the fashion show. This will not only promote high end apparel lines for competitive players but also affordability to those more interested in social outings. The runways will set up in a similar way to the photographs Appendix II The runway will be created from fake green grass to reflect the setting of a golf course. As can be seen in the final image, there will be section featuring ‘family fashion’ where models will walk the catwalk, as if they were a family, to bring that family orientated feel to the sport. Footage of the fashion shows will then be used as further promotional material via a Youtube channel where videos can also be shared via Golf NSW’s facebook page and website. 8
Other features of the fashion mall fashion shows Event Promotion
The fashion show events will be advertised via the free shopping centre magazines available within the centre and also distributed with local newspapers. A promotional flyer will be used to promote the events on Golf NSW’s website, instagram accounts and facebook event.
Golf shaped balloons (Appendix XV) will be handed out to children around the shopping centre an hour before the starting of the fashion show to direct and attract people to the event.
Their current emailing and newsletter list will be emailed with the event poster and outline the introduction of the club Fashion Family Fun Days and when each local club is holding theirs.
Children Fun Stations
There will also be ‘fun stations’ for children (0-12) to get involved creatively. There will be a small kids club where they can colour in and design 3D paper golf balls (donated by our sponsor partners, Imagetec and Oxford Communications). All kids can keep their ball or have the opportunity to enter a competition which will be judged by industry professionals.
The winning design will become the design of an exclusive golf ball line of 1000 balls, released by sponsor Srixon. The child who wins the competition will receive their designed golf ball, winner’s trophy, new fashionable golf clothes from Sportes Leisure or 2XU, basic golfing equipment from sponsor Underpar and a junior yearly membership to their local golf club.
Golf Goody Bags
The first 100 to register for the event on the day (these will be those who are seated beside the runway) will receive free goody bags comprising a variety of golf related items. Suggestions of such items include:
Discounted vouchers to the fashion labels at the show
A free family meal (2 x adults & 2 x children) at the attendees local golf club*
A free family day pass to the attendees local golf club*
Printed copy of ‘Golf is in Fashion’ magazine *The use of the local golf club accommodates attendees who may be on vacation or moving location and therefore does not restrict them to one specific club. Also allows Golf NSW to advertise on behalf of all the clubs within NSW.
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Fashion Competition - Fashion Family Fun Days Unlike the mall fashion shows which will be held by Golf NSW, these fashion competitions can be implemented by the local clubs to attract the relevant target audiences to their golf courses and facilities. Local clubs will be encouraged to hold ‘Fashion Family Fun Days’ where the community can get dressed up and come along to the course to play some golf and have a social day out. Every month will have a new theme (up to club’s discretion) with all ages and genders are encouraged to enter in order to have the chance at winning the extravagant prizes on offer (Appendix III). As highlighted in the situational analysis, a participant of golf is considered a participant if they play more than three times a year, therefore providing an incentive to attend monthly increases contact and use of golf courses and providing more value for money.
This competition will work simultaneously with the instagram
competition explained later in the report. Appendix X depicts a photo backdrop which will be used at affiliated clubs for individuals to stimulate a golf runway situation and upload their pictures to social media. These backdrops will continue to promote the awareness of ‘Golf is in Fashion’ at local courses, throughout the month. They will become particularly useful during the weeks where there are no event attractions. Local and affiliated clubs can also have the opportunity to hold smaller events which are more targeted to one of the below markets. For example, ladies afternoon tea or luncheon, kids day out and a teenager’s festival. It may be suitable for the local clubs to advertise their events through local radio stations and newspapers, but again this will be at the club’s discretion and may need the assistance of our sponsors and industry partners.
Suggested Competition Categories Women
Similarly to the concept of ‘Fashion on the Fields’ for horse racing, women will have the opportunity, once a month, to strut the runway and flaunt their outfit. Each entrant will then be judged by a panel of 3 judges who will assess on how creative and stylish the outfit has been adopted to the theme. The runway can either be set up outdoors or inside a venue room.
Families
This will be assessed via a scout who will wander around the golf courses taking photos of families who wish to enter the competition. The panel judges from the women will then judge the cohesiveness of the family’s outfits and their creative adaption of the theme.
Children
Children will also be given the opportunity to walk the catwalk, however approved permissible photos collected throughout the day will also be considered for the children who may be too little to walk or too shy.
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Branding Recommendations ADSVEN has also proposed for the redesign of a modern and more identifiable logo (Appendix IX), to revamp their facebook page (Appendix X) and to introduce new images to the website which portray golf as a trendy sport, enjoyed socially and competitively by our specific target market. These strategies will assist in unifying the brand and increasing the public’s association of the brand with a fun and enjoyable sport for all ages.
Media Plan The implementation of a media plan is necessary to communicate our big idea and get our target audience involved whilst maintain control over these promotions. The actions of the media plan will optimise the relationship between the time of the advertising campaign and its scale and impact. Although it may be timely, implementing this media plan as indicated will ensure the advertising campaign is a success. For the full breakdown of media channels and strategies, refer to the below table.
Media Channels and Strategies Magazine
A free magazine called ‘Golf is in Fashion’ will be released each season (Summer, Autumn, Winter and Spring) to showcase the latest seasonal trends in golf fashion. This magazine will be available electronically (via website and app) and in print (limited copies given to only members and attendees of fashion shows) to expose our target audiences, particularly women and mothers of young children, to this trendy sport and how they can keep up with the latest fashions to ensure they look their best on their outings to their local golf clubs.
The fashions showcased will be a combination of sponsors as well as both high end and affordable apparel brands. The magazine will also be an invaluable tool to promote the upcoming fashion events and instagram competitions.
Fashion Design App
Appendix IV is an example of the magazine look to be achieved.
An avenue for our audience to get involved with the creativity of the design process by allowing them to design and create their own fashion should be implemented via a free app and also as a game on the website. Below you can find examples of similar designs of how these should be created. There will even be the option for participants to enter their designs to win a competition. This competition will have no maximum of the number of entries and the entries will be judged by industry professionals to determine a winner. The winner will win prizes similar to those of the Fashion Family Fun day.
This app will be designed by sponsor partner, Langoor.
An example of the designing idea can be seen in Appendix V. 11
Design App for Children
Considering one of our target audiences is children group, we will coordinate with our mobile app design partner, Langoor to establish an application for children to get involved and design their own outfit.. Children can submit their own design works to Golf NSW’s Facebook page through the app and people can vote for the best design items. We will also provide 10 rewards to the winners monthly.
Instagram Competition
Instagram has over 100 million users worldwide and continues to grow exponentially (McCrea, 2012). 27% of internet users between the ages for 18 and 29 use instagram on a regular basis (McCrea, 2012). Running an effective and successful instagram competition can help increase Golf NSW’s community and get their target audience involved with the brand and the sport of Golf.
To begin this campaign, it will require the appointment of a social media manager to download the app, promote the competition on their account and monitor the entrants. Awareness of Golf NSW’s account will be promoted through their website, facebook page, shopping centre fashion shows, magazines and also promotional flyers and posters for their events.
As Instagram is about a visual journey it can also be an avenue to showcase latest golf fashion trends from sponsors and other inspirational pictures and also images of the picturesque golf courses to emphasise getting out and about at the beautiful outdoor locations.
It is proposed that Golf NSW implement the hashtag #GolfIsInFashion to track entrants, keep all competition images in a single stream and also to create buzz about the campaign.
Weekly Competition: A weekly competition can be run so entrants can showcase the outfits they wore during that week.
Monthly Competition: For this competition the audience will become more involved in the voting process by liking the photograph they believe is the ‘best dressed’ or best meets the relevant month’s theme.
For more information on voting, rules and prizes see Appendix VI.
ADSVEN recommends a combination of both above the line and below the line methods, primarily focusing on the event marketing through fashion shows at shopping malls and local golf clubs. As can be seen in Appendix VII the primary method of media contact for our target audience is the internet. Therefore, our campaign is very aligned to their behaviours.
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Media Schedule The media schedule for this campaign (Appendix XVI) will be that of a pulsing media schedule. This is a schedule that meets the demands of a seasonal product, like Golf. Because of this, the majority of media spending, and therefore the loudness of Golf NSW and affiliated clubs voices will be during Golf’s peak seasons. Alternatively, media spending and the overall communication will be lower during off peak seasons. This ensures that the campaign is kept cost effective while also having continuity, high impact and frequencies during these peak periods. The campaign will begin in September school holidays on the 21st of September 2013.
Media Strategy ADSVEN’s recommended media strategy has adopted the use of media channels which possess suitable inherent properties, are cost efficient and can deliver to the audience in the most appropriate way for the most appropriate amount of time. Due to a budget constraint is it impossible to have everything, so for this particular campaign it is recommended to focus on high impact and continuity. As evident within the media schedule, we have planned a pattern so the campaign has longevity and messages are able to build upon each other for maximum effect. The shopping malls provide a high impact environment because it has the opportunity to attract a large number of people in a short amount of time. These people are interested in fashion as they are at a shopping mall and can be persuaded to purchase golf attire during their shopping rounds, and ultimately be motivated to attend a local golf course. This location is perfect to achieve media aperture as the audience is at a fashion mall and is therefore in a mind-set making them most susceptible to receiving the message about how golf is fashionable and why everyone should get involved in the social sport. This exploits the target market’s psychological dimension of response and is more likely to persuade the them to purchase golf attire and participate in a local golf club’s activities.
Media Communications Goal The first four stages of the consumer pathway are the primary areas this campaign should target; Awareness,
,
Involvement, Active Consideration and Purchase. Therefore, as can be seen in Appendix VIII the media channels and strategies recommended to be adopted are suitable to these targeted stages. In particular, our use of magazine and events are advantageous for raising awareness of the brand and services and getting people involved in the fashion revolution through engaging them emotionally before making a decision to purchase.
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Campaign Evaluation Evaluation of an advertising campaign is critical to understanding whether the campaign was effective and met the overall objectives for the client and the campaign (NSW Strategic Communications, 2013). The following questions are those which must be answered three months and then six months into the campaign to see if the campaign is reaching any goals and ultimately if the campaign should continue. The campaign should also be reassessed after conclusion (approximately one year). 1) Has increased awareness of the sport and association with the brand been achieved? Conduct surveys and market research to determine the extent to which consumers associate the advertisements with Golf NSW or affiliated clubs. 2) Have the negative perceptions declined? Through conducting surveys the reviewing the demographics of participants and social media, has the target audience had a change in perception about golf. Further factors to determine effectiveness, include:
Comparison of number of members before campaign to members now and determine whether they have increased or decreased. Do the same for participation, particularly evaluating this for each target market.
Determine how many people attended the mall fashion shows and local club Fashion Family Fun Days.
Look at how many people have entered social media competitions
Compare website viewing statistics and patterns, number of app downloads and number of likes and followers.
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Budget Report The following are two tables of which the first is the campaign budget for Golf NSW and the second is an estimated budget should individual clubs chose to take part. Our weekly and monthly prizes are likely to be a lower cost, or hopefully at no cost, providing Golf NSW and its sponsor partners get on board and support the campaign. If this is the case, this additional finance can be put towards more print posters for the fashion mall fashion shows. Furthermore, through enhancing our relationship with sponsors will also hope they will assist in development of apps and printing.
Campaign budget
*Social Media Content includes the cost of monitoring the social media content and the designing of the magazine.
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Conclusion To increase participation in golf throughout NSW, ADSVEN suggests the implementation of the advertising campaign ‘Golf Is In Fashion’. This is a flexible ‘Big Idea’ which can be applied to a variety of target audiences through various media channels. By promoting golf as a competitive and social sport which is fun, enjoyable, trendy and family friendly, it helps eliminate past negative perceptions and encourage the younger generations (under 35’s) to participate. At the same time the campaign also helps to give the same portrayal to Golf NSW, especially when combined with the recommended modern logo, social media and website updates.
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Bibliography (n.d.). Retrieved from http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features30Jun+2011 Golf: Australia's Most Popular Sport. (2009, July 13). Retrieved from Aussie Golfer: http://www.aussiegolfer.net/golfaustralias-most-popular-sport/ NSW Strategic Communications. (2013). Retrieved from http://www.advertising.nsw.gov.au/advertising/planningcampaign/monitoring-and-evaluating-campaign ABS. (2011, June 26). Sport and Physical Recreation. Retrieved from Australian Bureau of Statistics : http://www.aussiegolfer.net/golf-australias-most-popular-sport/ Ausport. (2013, April 17). A New Angle of Approach. Retrieved from Ausport: http://www.ausport.gov.au/news/asc_news/story_525244_a_new_angle_of_approach Australia, G. (2012, December). National Golf Census . Retrieved from http://www.golf.org.au/default.aspx?s=iframepage&iframe=http%3A%2F%2Fwww.golfaustralia.org.au%2Fsi te%2F_content%2Fdocument%2F00014360-source.pdf Commission, A. S. (2013, March 12). Booting Women's Participation. Retrieved from http://www.golf.org.au/default.aspx?s=newsdisplay&id=76041 McCrea, L. (2012, October 11). How to run an effective instagram photo contest. Retrieved from Ignite Social Media : http://www.ignitesocialmedia.com/social-media-promotion/how-to-instagram-photo-contest/ NSW, G. (2011). About Golf NSW. Retrieved from http://www.golfnsw.org/default.aspx?s=about-gnsw Shulman, C. (2013). IBISWorld Industry Report R9113: Facilities and Recreation Operation in Australia. IbisWorld. Widrich, L. (2013, May 02). Social Media in 2013: User Demographics For Twitter, Facebook, Pinterest And Instagram. Retrieved from Buffer: http://blog.bufferapp.com/social-media-in-2013-user-demographics-for-twitterfacebook-pinterest-and-instagram Williams, S. (2013, Msy 17). Out of the Rough. Retrieved from The Australian: http://www.theaustralian.com.au/news/features/out-of-the-rough/story-e6frgabx-1226643076626
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Appendices Appendix I: Social Media Users
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Appendix II: Proposed Shopping Mall Fashion Show Runways
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Above: There will be a family segment where models will walk out replicating a family to portray the sport as being a family friendly environment.
Above: Runway will feature fake grass to add authenticity to the golf course feeling.
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Appendix III: Prizes on offer for Fashion Family Fun Days The three categories include Family, Women and Children and Teenagers. Family
First prize: A Hybrid Laser GPS which worth $329 provided by Bushnell A special design family fashion clothing package which worth $500 provided by 2XU A VIP membership card of all the membership clubs of Golf NSW A $200 voucher of golf courses in any membership clubs of Golf NSW A color print picture package which provided by Imagetec Second prize: A Clicgear 3.5+ buggy which worth $219 provided by Under Par A special design family fashion clothing package which worth $200 provided by 2XU A $100 voucher of De Bortoli Wines A color print picture package which provided by Imagetec Third prize: A Weekender golf bag which worth $189 provided by Under Par A $50 voucher of De Bortoli Wines A 10 free guest passes of all the membership clubs of Golf NSW
Women
First prize: A Neo-X GPS Rangerfinder Watch which worth $329 provided by Bushnell A special design of women golf fashion clothing package which worth $500 provided by 2XU A VIP membership card of all the membership clubs of Golf NSW A $200 voucher of golf courses in any membership clubs of Golf NSW A color print picture package which provided by Imagetec Second prize: A limited edition package of golf accessories which worth $249 provided by Under Par A special design of women golf fashion clothing package which worth $200 provided by 2XU A $100 voucher of De Bortoli Wines A color print picture package which provided by Imagetec Third prize: A Bellerive golf bag which worth $169 provided by Under Par A $50 voucher of De Bortoli Wines A 10 free guest passes of all the membership clubs of Golf NSW
Children and Teenagers
First prize: A Neo-X GPS Rangerfinder Watch which worth $329 provided by Bushnell A special design of teenage golf fashion clothing package which worth $500 provided by 2XU A position of youth ambassador of Golf NSW A $200 voucher of golf courses in any membership clubs of Golf NSW A color print picture package which provided by Imagetec Second prize: 21
A limited edition package of golf accessories which worth $249 provided by Under Par A special design of teenage golf fashion clothing package which worth $200 provided by 2XU A $100 voucher of golf courses in any membership clubs of Golf NSW A color print picture package which provided by Imagetec Third prize: A Olympic Pro golf bag which worth $189 provided by Under Par A $50 voucher of golf courses in any membership clubs of Golf NSW A color print picture package which provided by Imagetec
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Appendix IV: Magazine App Design The front cover of the magazines will feature one of our current or possibly new attained sponsors flaunting a line of the brand’s new season golf looks. Similarly to below, the inside pages will feature suggested outfits and where to purchase the items from and how much they cost. There will also be a few exclusive discount offers to sponsor’s fashion lines scattered throughout the magazine and also discounts to local golf clubs. The magazine will appear ‘fresh, trendy and fun’ in order to attract and cater for our primary target market, women. There will be women’s, children’s and men’s fashion featured in order to inspire and encourage her family to participate in the sport as well.
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Appendix V: Fashion Design App and Website Game The app and website game will allow participants to select what type of clothing they wish to design and then have the option to customise colours, materials and patterns in a similar way to the examples below and design men, women’s or children’s apparel. (www.shoesofprey.com.au). Users will be able to login and save their designs and look at their collection (like above) and then enter their favourite designs into the competition.
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Appendix VI: Instagram Competition Rules, Judging Criteria and Prizes Instagram Competitions Rules and Prizes Weekly Competition
Rules -
Must be following Golf NSW on instagram Must be following the ‘sponsor of the week’ on instagram Must tag both of the above in the photo Must hashtag #GolfIsInFashion Must tag themselves at the location of a local golf course or take a picture in front of the local club sign or golf fashion backdrop (Appendix X). Must have entered within the required dates and times. All ages and genders can enter Maximum 3 entries per week
Judging standards These competitions can be selected by a representative of the sponsor who is donating the particular week’s prize. Judging will be based on the following criteria: - creativeness - trendiness - style Prizes - Will depend on the prize donated by the weekly sponsor, but may include items such as: Monthly Competition
For this competition the audience will become more involved in the voting process by liking the photograph they believe is the ‘best dressed’ or best meets the relevant month’s theme. Judging and competition process The top ten photographs with the most likes on instagram will then be added to Golf NSW’s facebook page where audiences will vote for their favourite in the semi-final. The three with the most likes (facebook and instagram likes combined) will then enter the final’s stage where industry professionals will judge and pick a winner which best represents and mirrors Golf NSW’s, brand, campaign goals and the theme of the month. Each monthly winner will then proceed through to compete in the ultimate finals round later in the year with a date to be decide by Golf NSW and affiliated clubs. Rules and entry criteria - Must be following Golf NSW on instagram - Must tag Golf NSW in the photo on instagram - Must hashtag #GolfIsInFashion - Must tag themselves at the location of a local golf course or take a picture infront of the local club sign or be a photo from onstage runway competition. - One entry per person - Must have entered within the required dates and times. - All ages and genders can enter - Must meet the monthly theme
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Appendix VII: Consumption of Media by Age
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Appendix VIII: Consumer Pathways
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Appendix IX: Revamped Logo for Golf NSW This is a more modern logo which makes Golf NSW more recognisable and identifiable through their logo.
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Appendix X: Photo Backdrop Choices One of these will be present at the shopping centre fashion shows for shoppers to snap a picture and upload to social media. Local clubs can alter the logo on the golf club to suit their desired needs.
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Appendix XI: Backdrop Can be utilised at the shopping centre fashion show as a backdrop on the stage behind the presenter to promote Golf NSW.
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Appendix XII: Revamped Facebook The new logo has been introduced as the profile picture and a picturesque setting of the courses as a golf course. However, as Golf NSW attains more photos of younger participants having fun and being social, it is recommended these be added as cover photos. During event time, the cover photo should be updated to the event poster to foster promotion. The social media manager needs to ensure that Golf NSW is consistently representing its brand image and for this campaign, portraying the sport and fun, trendy and enjoyable to reach the specific target market. Facebook can also be used to share the latest fashion of sponsors or any inspiring fashion pictures to encourage people to dress up and get along to their local clubs.
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Appendix XIII: Fashion Mood Board
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Appendix XIV: Shopping Mall Fashion Show Event Poster The proposed poster will be something simple but effective like this. In larger font will be the heading “golf is in fashion” followed by a subtitle “golf fashion show”. It will then say the location and times. A paragraph in smaller writing will then explain the purpose of the event and how we are offering 100 free goody bags to the first people that register for the event on the day. The picture of the girl will be a female in trendy golf fashion. The poster will also showcase the logo of Golf NSW and also our sponsors of the event.
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Appendix XV: Golf Ball Balloons On the balloons will be the new Golf NSW logo combined with ‘Golf is in Fashion’ in large font. In smaller print it will explain the location of the fashion show and the time. The balloons will attract attention as the children walk around and this will create hype before the event starts.
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Appendix XVI: Media Schedule
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