England Golf Partnerships - EGP

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England Golf Partnerships - EGP

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England Golf Partnerships - EGP

  1. 1. One m sa e esgAwareness campaign toaccelerate the growth of golf in England
  2. 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. 3. ObjectiveT 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 lygl 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 ibb 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 yM 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. 4. To Grow Golf We Need To Reach Out To A WiderAudienceS WG 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 ofpa esrn in a N .1& intew r ly r a k g t o 2 h ol d E ga d n lnP 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 aa 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 lO e) pn G t t G lh sl itdinom t na d e ino of a im e fr aio nT 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 elin 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 cmroe P o u tah rh nc so e fc s d rd c rte ta u tm ro u eW 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 tcsOo g o th in u ttru h u te d sr h y TC 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 zdw 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 nO 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 trssim g ae O h r p r aem r at civ te s ot r oe t a t e s rC 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 yT 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 edB 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. 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 inn e in fik l t ly ofId 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. 6. To p M e d ia C o n s u m p tio n %Comfortable Mid-Life Males 46-55V 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 aPoes n l rf io a s sS otwho e c il e p r it l r hd n y d rO npo eta dh v inet e t w rp r n ae vs ns y mE j te o dtin s l n y h g o h g inif o eH v inen t ces t ok n h m ae t e acs a wr a d o e rO t f o e detin rt h hfrh u- - m a vr g ae ig o tis oh is sgo p 3 % h v se a ilo r in h p s we ru , 0 ae en bl ad te at ek b3 % sy g e te sm tin ineetgt 6 a it ivs h m o eh g t sr in ol k t hs t vl go a wil r ein o ta l To p M e d iaSettling Down Males aged 26-35V 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 nY u gpoes n l o n rf io a s sT 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 nI a e im ot tm g is p r n aH v inen t ces t ok n h m ae t e acs a wr a d o e rO 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 rgo pa srs e ia 3 % h v se a ilo r in ru b ob m d , 5 ae en bl ad bte at ek 5 % sy g e te sm tin ineetgh p s we, 2 a it ivs h m o eh g t s r int l k t hs t vl goo a wil r ein o ta lS 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. 7. This groups can be ‘easy wins’ to increase participationdue 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 eS 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. 8. Three regions of the country are highlightedW 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 npioit 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 atH 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 aw l einad frn lc t nt teh m . elb if e to aio o h o e e
  9. 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 CornwallP 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. 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 CornwallP 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. 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 CornwallP 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. 12. One m sa e esgN 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 tah sb e p s ibepe io s a e n o s l rv u l yA 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 sFe hid nit fr e inog l rs e ty o G t t ofF 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 6U w ig tda t it intes uh p e he civ y h o t
  13. 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. 14. Creative identity needs to work really hard as we needpeople 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. 15. Creative look that can evolve across different consumer groupsNew logo in keeping with thefresh image to reach out toa wider audience
  16. 16. Website is the window to the world, successful websiteis 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. 17. G t tg l r eino of g .o
  18. 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 golfPage is named Get into golf sothatinformation is easy to find
  19. 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. 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. 21. Heart FM will generate 7.9m impacts forGet into golf across three regionsA 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 BedfordshireD 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 OxfordshireW 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. 22. Tool kit of material and support, regional activity willhave 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. 23. Artwork Allows Itself To Be Tailored To CGPNeeds Activities in Bedfordshire
  24. 24. This campaign is forecasted to generate at least 31mimpacts 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. 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

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