MEMBERSHIP: GIVE
A SHOT
IT
2022 - 2023
GIVE IT A SHOT
This is England Golf’s biggest ever commitment to supporting golf club membership.
Story of the campaign so far…
- Since launch in 2020, over 450 golf clubs supported with CSO guidance, resources, and exclusive offers through Players 1st and the Golf Marketing Hub
- Over 20,000 golfers reaching the EG membership landing page through our online campaign, leading them to club websites through the Find and Play function
- Evolved and improved for 2022/23…check out our new campaign video here!
GIVE IT A SHOT
Our biggest ever commitment to golf club membership continues…
WE AIM TO
• Improve the image of golf clubs and club membership
• Celebrate the joy that golf club membership can add to people’s lifestyles
• Break down perceived barriers and misconceptions about club membership
• Provide expert support to help clubs in growing and maintaining sustainable membership levels
• Inspire a diverse range of golfers to give membership a shot
• Highlight the importance of membership retention and support clubs in keeping new members engaged
• Support on increasing junior and female membership numbers
MEMBERSHIP: GIVE IT A SHOT DEFINED TARGET AUDIENCE NATIONAL CAMPAIGN GOLF CLUB SUPPORT EXCLUSIVE OFFERS
TARGET AUDIENCE
The Golfer Journey
The diagram below portrays the total scope of the golfer market in England, based on research conducted by England Golf and industry partners. The model is referred to in this document as the “golfer journey”. There are currently 8.3 million people in England that are considered to be within the golfer journey.
TARGET AUDIENCE
Focus
The Membership: Give it a Shot campaign and club support is focussed on
final three
clubs
into their membership, then
“regular golfers” and
RECRUITMENT
the
segments – enticing
helping golf
attract them
turning those new members into loyal, retained members.
RETENTION 2.5 - 3 million 737,000
WHAT WE KNOW ABOUT REGULAR GOLFERS
in a form of golfing activity
playing the game
least twice a month, are enthusiastic
The segment is made up of lapsed members, new but avid golfers, returning golfers and independent golfers
Barriers include the perception that membership is poor value for money, trepidation about not being good enough, clubs are unwelcoming and there is a lack of a suitable offers to fit their needs
Elements of a club membership
be attracted to include the flexibility of
on a quality golf course, friendships and familiarity with a community of members, access to additional facilities and becoming familiar with one golf course
• Participate
at
about
•
•
•
they’d
play
WHAT WE KNOW ABOUT REGULAR GOLFERS
of regular golfers (966,000 people) say they are likely to join a golf club in future
of regular golfers are under the age of 45
use a form progress tracking function, mostly in the form of an unofficial handicap
are conscious of the physical and mental health benefits that playing golf provides
took up golf within the last five years
of regular golfers are women
– helping build the bridge from regular golfer to membership
In a 2022 survey of iGolf subscribers, 60% of the respondents declared that they are interested in joining a golf club. In the first year of launch, 2,000 iGolfers switched into membership, benefitting 900 clubs in England.
42%
55%
60%
71%
64%
24%
iGolf
…
ATTRACTING REGULAR GOLFERS
Golfer facing content that is designed to spark interest in membership amongst regular golfers and drive them to the EG landing page
NATIONAL GAME
A landing page on the website will include content that sells the benefits of club membership, evolving around our core messages
AND CLUB
Golf clubs can utilise campaign and club support guidance to raise awareness locally
Clubs can promote membership information and URL links to relevant membership webpages, at no cost, via our club search function
A club search function embedded into the landing page will enable users to find local clubs and drive them to find out about the membership offers available to them
GOLF CLUB MEMBERSHIP WEBPAGES
Our club support guidance and CSO team are on hand to support clubs in reviewing and improving their membership pages
EG LANDING PAGE
SEARCH FUNCTION
WHAT WE KNOW ABOUT NEW GOLFERS
been a club member
less than three years
avid golfers
are committed to including golf within their routine and lifestyle,
the benefits of golf on health and wellbeing
to social elements of a membership, friendships, priority access to a quality
wellbeing, competitive opportunities
fun and engagement, atmosphere and ethos, clear participation journey, member experience, the welcome and long-term involvement
to retention
the most likely group of members
leave a golf club
EG research suggests only
are committed to staying at their club beyond the next two years
2020-21,
of clubs saw membership levels grow
• Have
for
• Are
that
recognising
• Attracted
course,
• Pillars
–
• Are
to
–
59%
• In
69%
WHAT WE KNOW ABOUT MEMBER LOYALTY
The pool is big. A recent Players 1st survey showed 62% (40,000 members) of members
still be members in two years. 24% said ‘maybe’.
It takes three years to convert a new member into a loyal member – 50% leave within two years. This should be where your retention focus should be centred on.
Converting new members to loyal members can be difficult but rewarding. Top three
for new members to leave (members who have joined since 2020):
don’t utilise my membership
fees are too expensive
of regular playing partners
touchpoints
most effect member satisfaction
service
usage)
feedback
“It takes 3 years to
convert a new member into a
loyal
member”
•
will
•
•
motivations
• “I
” • “Membership
” • “Lack
” • Key
that
• Customer
• Effectiveness of management - communication and
• Course quality • Clubhouse atmosphere • Value of membership (price vs
WHAT WE KNOW ABOUT FEMALE GOLFERS
• Over half of the 8.4 million people that play a form of golf in the leisure and recreation sections of our golfer journey model are female – there is certainly an appetite to play golf!
•
Yet, only 13% of club membership is made up of female golfers, with the average age being over 65. Only 7,600 female members are under 40 years old.
• We know there is an appetite to play golf amongst women and girls…main motives to play and join a club include:
• The social benefits – research shows that women enjoy golf are drawn to the community aspect of being a club member, and enjoy learning, playing and socializing in groups.
• The challenge – improvement can be measured easily, providing a constant opportunity to improve
• Wellbeing benefits – golf provides great exercise but is gentle on the body, allows for space and time outdoors away from busy lifestyles
WHAT WE KNOW ABOUT JUNIOR GOLFERS
• The opportunity for growth is significant, with untapped potential in the junior membership category that is worth exploring.
• There are currently 51,590 junior golfers, making up 7% of members in England.
85% of junior members are male and 15% female. 82% of golf clubs have junior members.
• What do juniors enjoy about golf?
• 45% think golf is fun
35% play with their family
29% enjoy getting out in the fresh air
• Barriers to junior playing golf
43% think golf is boring
37% think it takes too long to get round
33% think golf is for older people
• Parents
23% do not know where their local club is and, of those who do, only 38% have ever visited
•
•
•
•
•
•
NATIONAL CAMPAIGN
TACTICS
• National campaign that aims to spread a positive message about club membership • Increase awareness of membership offers and appeal to the target audience’s wants and needs • Taking a targeted approach aims to reach our target audiences • Increase traffic to the Membership: Give it a Shot landing page and club search function • Messaging designed to appeal to Regular Golfers and New Club Members • Inclusivity at the heart of campaign – golf club membership is for all Focus Waves Partnerships Real-life examples Digital Advertising Digital Messaging Influencers Press & Media
GOLFER PROFILES
NATIONAL SPORTS FANS:
Those who engage with key sporting moments throughout the year, thriving the social engagement and competitive activity – The Commonwealth Games, The World Cup, T20 World Cup, Rugby League World Cup
ON TREND MOMENTS:
Juniors and socio-driven individuals who follow viral moments, such as the return of Tiger Woods, celebrity sporting events, TikTok hype, e- gaming, music and fashion trends
FAMILY FOCUSSED :
Insights into the relationships developed on the golf course, and the skills learnt through being a golf club member as a junior
MENTAL HEALTH SUPPORTERS: Individuals looking for a safe and social environment, free up their thoughts and enjoy time with friends
NATIONAL CAMPAIGN CORE MESSAGES
BENEFITS
92% BOOSTS MENTAL HEALTH MIND GOLF
HEALTH MIND, BODY AND GOLF • In a 9 hole round, a player will walk two to three miles • Golf can provide moderate intensity physical exercise and be expected to decrease the risk of over 40 chronic diseases • Regular physical activity/exercise decreases the risk of anxiety, depression and dementia • 63% of new golfers during the pandemic identified that being able to spend time outdoors had motivated them to playing golf • 44% of lapsed golfers during the pandemic identified that they had experienced some negative impact on their mental health as a result of the pandemic • Of these 92% identified that playing golf had a positive impact on their mental health BODY 63% ENJOY OUTDOORS ELEVATES MENTAL WELLBEING REDUCES RISK 40+ CHRONIC DISESES WALK 2 - 3 MILES
NATIONAL
CAMPAIGN
• Activation Waves - targeted at our specific messages and profiles (Health, Women & Juniors, Diversity & Inclusivity, Retention) • Always on and longer term - switching messaging to align with club support • Digital and social content - real life case studies, influencers, explainers and partnerships • PR & Comms – celebrating unique membership stories and insights feature to destigmatise membership • Synergy with club support – clubs can download branded templates and resources that allow them to spread a local message that aligns with the national campaign
CLUB
SUPPORT
Membership Journey
Recruitment and Retention Guides
Understanding the pathway from regular golfer to retained member from the golfer’s perspective 2 Club Self-Assessment Checklists A tool to support clubs in reviewing their processes, based on the flow of the guides 4 Exclusive Offers Affiliated clubs can access exclusive offers from Players 1st and Medi8 through engaging with their Club Support Officer
Breaking down recruitment and retention processes based on supporting golfers through the membership journey Resources and Support Bank of resources to download or accessible via Club Support Officers who are on hand to provide tailored, expert supportCLUB SUPPORT FLOW 1 3 5
BRINGING CLUB SUPPORT TO LIFE
CLUB CAMPAIGN GUIDES
Across the campaign dedicated, engaging assets are available to clubs, anytime, to support their needs and guide upcoming membership activity, including: the membership journey, recruitment and retention guides, tailored and targeted membership guides
CLUB SUPPORT CASE STUDY VIDEOS
Working with clubs across the country, Give it a Shot collaborates with clubs to bring to life best practice and showcase examples of membership initiatives in action across the club network
MEMBERSHIP HUB VIA EG WEBSITE
All club membership supporting assets can be found and are available to download on the website, via an interactive experience. Head over to the Give it a Shot page to find out more
CSO SUPPORT
The final pillar of support and most dedicated channel is our CSO’s themselves, who are always available to help clubs with all membership queries
RECRUITMENT AND RETENTION GUIDES
Breaking down recruitment and retention processes into 12 important steps that are designed to support clubs in recognising their value proposition and attracting regular golfers into membership, through to turning new members into loyal, committed advocates of the club.
Suitable for clubs looking to review their full recruitment and retention processes, or those looking for advice in a particular area.
Find out more: HERE
CLUB RESOURCES
- Download-and-go documents that clubs can start using straight away - Access to CSO support including national/regional/local statistics, benchmarking and other data
- A bank of further resources that are accessible via CSO support, meaning that work can be tailored to the needs of the club
- Continuous feedback and suggestions from clubs will lead to additional resources and materials being produced - Accessible via Membership: Give it a Shot Recruitment and Retention Resource Hubs
TARGETED MEMBERSHIP GUIDES
PROMOTING JUNIOR MEMBERSHIP
Across England Golf’s network, there is a suite of tailored membership resources to support clubs with specific junior membership initiatives. Resources include:
• Social Media Guide
• Junior Membership Recruitment
• Junior Membership Retention
• Junior Membership Journey
All resources can be found on the England Golf website and discussed further with your CSO.
DRIVING FEMALE MEMBERSHIP
Promoting and growing diversity of memberships is critical to a thriving membership. To support clubs with specific initiatives in driving, through recruitment and retention, their women’s sections we have created a suite of resources to support holistic membership programmes. Resources include:
• Women Recruitment Checklist
• Women Retention Checklist
• Recruitment and Retention Toolkits
• Volunteers in Golf
All resources can be found on the England Golf website and discussed further with your CSO.
EXCLUSIVE OFFER: PLAYERS 1ST
are one of the world’s market leaders in
clubs can utilise
and needs
results
engaging with Membership:
a Shot,
License
Players 1st
providing golf-specific surveys that
to improve their understanding of the wants
of their members, and in benchmarking their
against national and regional averages. Through
Give it
clubs can gain a 12-month Players 1st
to run membership satisfaction surveys, new member surveys and member exit surveys, free of charge (usual cost £600.00) *Limited to 200 new clubs on FCFS basis – exclusive renewal price of £275 available Access is available to SafeGolf accredited golf clubs via their Club Support Officer https://www.players1st.golf/
EXCLUSIVE OFFER:
MEDI8 GOLF MARKETING HUB
The Golf Marketing Hub from Medi8 is a new and exciting product designed to help club managers, staff and volunteers learn and develop marketing skills to benefit the club’s recruitment and retention processes. Through engaging with Membership: Give it a Shot, 300 clubs can gain 12 months access to the hub, free of charge (usual cost £397.00). Access is available to SafeGolf accredited clubs via their Club Support Officer.
https://www.golfmarketinghub.com/
H2 TIMELINE
Planned activity aims to keep momentum and support the growth and retention of golf club membership through the remainder of 2022 before building on our results and refocusing the campaign ready for Phase 4 in 2023. October November November December December Key Content Messaging Focus Support Junior Membership focus closing off the summer Celebrating diverse memberships and members ‘How Membership changed my life’ - Member case study Membership for all seasons 2022 summary and 2023 planning Membership : Give it a Shot 2023 Ongoing presence and excitement driven through online advertising campaign Membership recruitment, retention and targeted assets available
JUNIOR FOCUS SOCIAL FOCUS HEALTH FOCUS FLEXIBILITY FOCUS
THANK YOU
