pga sports academy (6)

The PGA Sports Academy 1
The PGA Sports Academy
Christopher Bray, Carleen Craffey, Jeana Esernio, Erika Hayes, and Kayla Stravin
BUS 440 Topics in Marketing: Sports Marketing
Professor McGinnis
April 30, 2015

Table of Contents
I. Executive Summary Page 3
II. Background Information. Page 4
III. Environmental Analysis
A. Political-Legal Page 5
B. Competitive Page 7
C. Technological Page 11
D. Economic Page 14
E. Socio-demographic Page 17
IV. Summary SWOT Analysis: Page 19
V. Goals and Objectives Page 24
VI. Segmentation Strategies: Page 24
VII. Target Market: Page 26
VIII. Positioning Page 28
IX. Marketing Mix
A. Branding Strategies Page 31
B. Product Strategies. Page 35
C. Place Strategies Page 36
D. IMC Strategies Page 37
E. Price Strategies Page 43
X. Measurement Page 44
XI. Conclusion Page 44
XII. Appendix Page 46
XIII. References Page 49

Executive Summary
“PGA Sports Academy gives our participants the DRIVE to play golf, to get that CHIP off their
shoulder, and PUT(T) them on a COURSE towards greatness”. Our sports academy is one of the
leading sports camps for youth that focuses on the game of golf as well as fitness and nutrition
and living an overall healthy lifestyle. We are focused on growing the game of golf and the
logistics of the sport to get the younger generation involved and interested in such a traditional
sport. Our focus is “to develop core golfers and provide them with pathways to continue to play
golf socially or competitively based on each individual’s desire” (PGA of America).
Objectives:
1. To educate our participants about the importance of fitness, nutrition and living a healthy
lifestyle.
2. To promote the game of golf using other sports and activities as FUN. “We must make sure
new golfers are engaged and have a fun, interactive experience” (PGA of America).
3. To maintain at least 70% of customer satisfaction and the return of participants
4. To examine our competitors within our market including Nike Golf Camp, and sports teams
camps including the Boston Celtics, Boston Bruins, and the Boston Cannons
5. To analyze our program by using the SWOT analysis strategy
6. Increase brand awareness by at least 30% over the course of the next year
Our program will focus highly on customer satisfaction as well as the quality of our program
with the technical of fitness and living an active lifestyle. In the beginning of the development
our marking plan for our program, we will solely focus on brand awareness and getting our
service to the consumers by mostly attracting the parents. Through researching, analyzing and
discussion we feel as the PGA Sports Academy that is suitable for the current market of youth
sports camps. Through a situational analysis we will be utilizing environmental factors,
marketing mix as well as a SWOT analysis. Our program will be attracted to those who are
interested and willing to learn the game of golf and we want our program to be personalized to
each participant that comes through our program. As a premier academy, customer satisfaction
and fun for the participant are major goals that we want to continue to increase and we are
assured that our program will be a successful contender in the youth sports camp industry.
As a group we have put countless amount of hours into marketing and improving the PGA Sports
Academy including, researching, analyzing, discussion, and decision-making in order to have a
strong and competitive sports camp. We recommend you to take the time and read our paper
thoroughly and take into consideration the time, dedication and effort that we have put into this
service as a group and willingly consider our program and the process involved. As a whole we
are fully behind the PGA Sports Academy and we appreciate and thank you for engaging in the
marketing process of the PGA Sports Academy. Enjoy!

I Background Information
A.) Introduction
a.) “PGA Sports Academy gives our participants the DRIVE to play golf, to get that
CHIP off their shoulder, and PUT(T) them on a COURSE towards greatness”. This is the
mission that we strive for. PGA Sports Academy is one of the leading youth sports camps
when it comes to wellness and health as well the game of golf. The PGA Sports Academy
introduces their participants to more than just golf. After countless hours of research and
analyzing, there are categories in which the PGA Sports Academy can improve as a
brand and one of the leading youth sports camps in America
b.) Looking at our major issues, weaknesses and threats we have seen that the
competition is our biggest pain. Lacrosse, hockey, video games, and other fast paced
sports are much more intriguing to children. We have analyzed solutions that we think
will be beneficial for our program. The PGA Sports Academy is ready to promote golf,
fitness, nutrition and fun for all involved. We want our participants of the academy to
want to come back to the camp every year to improve, learn and gain so much from our
curriculum. The PGA Sports Academy, “putting the FUN in FUNdamentals”.
B. Flow of the Paper: Kayla developed the graphics utilized by the PGA Sports
Academy. She also researched and wrote about the current positioning as well as the
branding strategies incorporated in the marketing mix. Kayla also worked on the
competitive aspect of the environmental analysis and also the SWOT interactions as well
as the conclusion for this paper. Carly creatively designed our programs mascot which we
feel as though will be very beneficial in creating that brand equity and brand awareness.

She also worked on the strengths aspect of the SWOT analysis, economic factors
regarding the environmental analysis, financial and communicative objectives and the
pricing strategies involved with the marketing mix. Jeana handled the socio-demographic
aspect of the environmental analysis, the weaknesses of the SWOT analysis, integrated
marketing strategies, and the measurement of our program as a whole. Chris analyzed
and researched the opportunities of the SWOT analysis, technology aspect of the
environmental analysis, and the place strategies categorized in the marketing mix. Erika
examined and synthesized the threats in the SWOT analysis, the political-legal aspect of
the environmental analysis, the target market and the product strategies. She also wrote
the introduction and the executive summary. Collaboratively as a group we met and
discussed the numerous components that define our program and service as well as make
up this project.
II Environmental Analysis
A.) Political-Legal
When offering and developing a service, the process seems so complex. The PGA Sports
Academy has to take in consideration all the federal requirements that our program has to
withhold before selling our services to prospective families. The PGA Sports Academy
promotes fitness, nutrition, sportsmanship, while incorporating the game of golf to children all
the way up to high school students. The goal of PGA Sports Academy is to have a fun
environment that the children will be able to enjoy. In order to have a successful academy there
are some legal aspects that we need to take care of in order to protect PGA Sports Academy as a
whole including employees as well as participants. Although there are some laws that we are
going to affect our service as a sports camp, we will adjust to them in a professional manner.

Once we are able to get the Academy legally prepared we will be able to adjust in a timely
fashion and the PGA Sports Academy will be a great success.
Although there are several regulations and laws that affect our company, many of them
fall under the Federal Trade Commission Act. The Federal Trade Commission Act, “prevents
unfair competition methods and unfair or deceptive acts that may affect business.” (Business
Law Website) Within the federal trade commission act is an advertising and marketing
regulation. This includes internet advertising which has major effect on our company, due to the
fact that our company will be marketing the PGA Sports Academy through the channels of social
media, websites, etc. Throughout our campaign of promoting the PGA Sports Academy we will
be using various techniques including experiential marketing, IMC, and more where we have to
take into consideration our mission and present it in a transparent and truthful manner.
As a whole, our program has to follow the FTC guidelines on Internet Advertising. According to
the FTC, “its own consumer protection rules and guides apply to advertising and sales made via
the internet.” (Advertising Law Website) In other words all of the guidelines regarding
advertising and marketing for a company outside of the internet, it takes on the same ideas and
rules for advertising and marketing. Also another policy that we have to be aware of is the FTC
policy statement on Advertising Substantiation. This specific policy states that we must have a
reasonable basis for advertising claims before they are spread among consumers. By following
these policies and guidelines, PGA Sports Academy will surely be a company that will be
competitive against other competitors.
Due to the idea that our prestigious Sports Academy involves sporting activities, there is
some risk that we have to be aware of as well as letting the participants aware of. If we let the
participants aware of the risks then we will be protected under law if anything were to happen to

a staff member, coach, or participant. Our actions will include a negligence contract that
participants will have to fill out a liability form. In order to protect the academy and our
participants, we are going to have to have accident and liability coverage. Most of the activities
that the participants will be taking place in are very low risk, but it would include both accident
and liability coverage. All participants and staff members would be covered under this insurance
policy. According to the Allen Financial Insurance Group, “This program provides protection for
your camp, coaches and staff members against claims of bodily injury liability, property damage
liability and the litigation costs to defend against such claims” (AFIG).
We would need to put this policy in place when we would do our marketing event titled
“Keeping the Ball Rolling.” This event would have participants in groups of four go inside a
human hamster ball and try to get themselves into the oversized hole. The winner would win a
green t-shirt modeled after the Masters Golf Tournament. Again one would think this a liability
issue, but by having participants sign a waiver and make them aware of the risks and PGA Sports
Academy protected under the insurance policy, the event is sure to be a success for the academy.
B.) Competitive
a.) The PGA Sports Academy faces both brand competitors and category competitors
that are taking prospective children away from their activities. Brand competitors are
alternative camps and activities directly related to golf. These would be golf clinics for
children such as the Nike Golf Camp, camps sponsored by local golf courses, and Parks
and Recreation golf camps. Each golf camp has their own unique selling proposition that
they use to draw children in whether it is a low priced camp or more of an upscale camp
offering an overnight camp with more promotional offers such as golf balls upon
registration.

Category competitors are other activities that are fighting to fill the leisure time of
the target market. With a focus on children, there are major category competitors
involved with other sports as well as video games. According to the National Center for
Biotechnology Information, the top activity that elementary school children engage in
during their leisure time is video games (Harrell, 1997, p. 247). Video games and
electronics are a huge part of children’s lives today due to the new and advanced
technologies invented each and every day. Martha Irvine reported that ABC conducted a
survey with children and found that 97% of the young respondents reported that they play
video games (Irvine, 2010, p. 1). Video games are intriguing to children today because it
meets the instant gratification needs of their age group. The CDC reported “16.9% of
children were considered obese in 2009-10 which has almost tripled since 1980” (Ogden,
2012, p. 2). Children are much less active due to video games and different types of
technology such as Apple products that do not have the health benefits that sports have.
Fast paced sports such as basketball, hockey, lacrosse, and football also act as
category competitors for the PGA Sports Academy. ESPN noted that there are 21.5
million children in the United States playing team sports between the ages of six and
seventeen (Kelly, 2013, p. 1). Parents register their children for teams in order to improve
their skills in the sport but most importantly so that they learn social skills.
Communication is a skill acquired from teamwork which is important for developing
children. This is a strength of these types of sports that many people believe that golf is
lacking. Children also love the action and fast paced playing environment in these sports.
In an area like Boston with a sports dynasty there are professional teams playing
these same sports which creates role models for children to look up to. Parents bringing

their children to sporting events such as the Boston Bruins or New England Patriots are
another alternative way of filling their leisure time. This is more experiential for them
since they are simply watching the games occur from the stands. The access to so many
teams locally is a benefit that golf does not have. Since golf tournaments are constantly
traveling, there are not as many opportunities for children to witness these events and
create role models. There is a PGA stop right within the Boston area with the Deutsche
Bank Championship but this may not be as effective as having 80 Red Sox home games
to choose from or many Bruins home bruins games that children could attend more
often. Many children do not have the intention span to watch golf on television because
they think it is boring so this is a problem for the sport.
b.) A brand competitor such as Nike is a huge threat to the PGA Sports Academy.
The brand’s market share for 2014 is 46% of all sport footwear and 31% of all sports
apparel (Cheng, 2014, p. 2). Nike is a global powerhouse with a great deal of brand
recognition. Many well-known athletes are positioned with the brand so this is a
positioning strategy that helps them attract children to their golf camps. In a study of
children ages three to six years old, 57% of the children recognized the Nike brand
simply from the logo (Valkenburg, 2004, p. 92). The Nike Golf School is for children
somewhat older than those involved in the PGA Sports Academy. This camp is for boys
and girls ages 7 to 16. There are many promotional features involved with registration
including a Nike hat, one dozen Nike golf balls, a tag for your golf bag, and other rules
workbook. This camp is extremely expensive compared to other camps. Nike charges
$735 for 9 hours a day for one week. (USCC, 2015)

The local golf courses and Parks and Recreation camps have a lower priced
advantage to their camps. For example, Presidents Golf Course offers weekly clinics for
children ages 5-16. They separate the camps by age so that professionals can focus on the
different needs of different maturity levels. This camp is advertised on the website and
through flyers posted in the Pro Shop. The benefit of this is that members of the course
are likely to sign up their children since they have a connection with the course and the
staff. This is a three day camp for eighty dollars involving instruction in putting,
chipping, and full swing (Presidents Golf Instruction, 2015). The Quincy Recreation
Department puts on a one week golf clinic for experienced golfers only. This is the
cheapest of the camps at fifty five dollars and includes a t-shirt upon completion of the
camp. Requiring experience limits the children that will sign up and does not create the
inclusive environment that the golf industry is trying to promote. The benefit here is that
it is low cost and an easy commute since it is for Quincy residents only. These tend to be
fun for children since they can sign up with their friends from school and other sports.
In terms of the category competitors, all of the major sports teams sponsor sports
programs for children in the local community for the summer. These tend to be much
more expensive yet they have the capability of advertising more extensively through their
websites and at the live sporting events. There is a strong pull for these camps because
children grow up aspiring to be like the players on these well-known professional sports
teams. The cheapest of these camps is the NFL Camp which is free to children in the
local New England area. The key here is “Football for You” and it is hosted by the
Patriots Alumni and the NFL Youth Football Fund. (Patriots Football Clinics, 2015)
Next, is a lacrosse camp sponsored by the Boston Cannons. This is a four day camp for

$275 that includes a free ticket to a game as well as a lacrosse t-shirt. (Cannons Lacrosse
Academy, 2015) The NBA hosts a Boston Celtics Basketball Camp at the training facility
in Waltham. This is intriguing because it allows children to practice on the same court
that the Celtics players use. This is similar to the PGA Sports Academy because they are
focused on fun using different contests, competitions, scrimmages, and skill training.
Some promotional features are player appearances, two Celtics tickets included, and a
camp jersey. (Boston Celtics Summer Basketball Camp, 2015) The final and most
expensive category competitor is a NHL Hockey camp sponsored by the Boston Bruins.
This includes autograph sessions with players, a camp jersey, and on as well as off ice
experiences with current and former players. This is $630 for one week yet hockey as a
sport tends to be more expensive in general due to the equipment and ice fees. (Boston
Bruins Summer Camp, 2015) Many children aspire to grow up and play on this
professional team which helps draw in more campers each summer. Many parents are
also willing to sign up their children especially if they work because they need childcare
and also want their children to enjoy their summers even if they can’t physically be
present all of the time due to work. Each brand and category competitor has their own
unique selling proposition and benefits, but it is ultimately up to the children and their
parents to decide which camp would best fit their specific needs and interests.
C.) Technological
a.) Technology plays a huge role in the way we go about our business at the PGA
Sports Academy. While the game of golf is seeing technological advancements through
equipment and the way people watch the game, it is also huge in other ways that are
important in getting our product in the position that we would like it to be. The current

technology that is out there allows us to go above and beyond in our strategies to create
awareness and desire to become a part of our program.
Technology proves to be useful to us through the customer relations and marketing aspect
of our business. Our website offers parents a way to find out what we are all about and
how to see what their children are receiving when they attend our camp (PGA Academy
Website). The website is a useful tool in seeing what our mission, objectives, and goals
are when their kids sign up for our program. In addition to those details, parents can
research events based on their desired location to see if it is possible for their kids to
attend. Without computer and internet technology, it would be difficult for parents to get
the information needed to make decisions on whether they want to sign their children up
for our program, or not.
A large part of our campaign involves social media. Within the middle of the
grand rise of social media, we feel that it is a very effective way to get our word out there
and hopefully attract children as well as their parents to gain interest in the game of golf
and especially in our program. Through Facebook and Twitter, we hope to have
successful marketing and campaign strategies that people will see and hopefully share
with their friends (Appendix A and B). According to Nic Newman, “social media
marketing looks set to join search engine marketing as an essential skill-set for the
modern publisher” (Newman, 46). It is very beneficial to advertise over social media as
you’re getting the same results as one would from doing a Google search. Because social
media is such an inexpensive way to get our word across, we try to use it as much as
possible and we hope the results follow with more and more kids being signed up for the
PGA Sports Academy.

In addition to social media marketing, we think it would be effective to offer
advertisements on various websites that are frequently visited by people interested in
sports, and specifically golf. According to Jeffrey Ullman, “web advertising can be
selected according to the interests of each individual user” (Ullman, 303). This tells us
that we should provide advertisements on the sites that already have sports fans viewing
these pages. It would be a waste to advertise on websites that have a small percentage of
sports fans visiting those sites. Overall, we don’t think web advertising can hurt because
nothing bad can come from it. People will either see it and ignore it, or see it and click
on it wanting more information, with possibly signing themselves, or their children up for
our service.
Another way technology can affect our program is through golf video games. Our
website offers potential “near” golf experiences that can help consumers want to get into
the game before actually trying a real game of golf. The website says that these video
games provide a good way to keep golf on your child’s minds. By doing this, children
will still gain the understanding of the game and how the game should be played. These
video games resemble real “game-like” experiences, which will help children learn the
rules, strategy, and etiquette that would also be seen on a real life golf
course. Ultimately, technology offers children with an alternative way to enjoy the game
in the event of inclement weather or not ideal playing conditions.
Putting our marketing strategies aside, children will also have the chance to use
technology within our program in a hands-on way. The technological advancements in
golf have given a whole new look to the game. With so many wearable devices that give
information on swing strength, movements, and rotation, performance can be measured in

way it never could have been before. Having technology available only benefit us, as
well as the game of golf, find success, especially in a time when golf has been struggling
in recent times.
Technology is truly prevalent in the way we go about our business here at the
PGA Sports Academy, in addition to the game of golf. Through our customer relations,
website, social media, and marketing, technology plays a huge role that affects our
product. Without the technology we have today, it would be more difficult to get our
word out and attendance in our programs most likely would not be at the number that
they currently are at today.
D.) Economic
The different phases of the economy: recession, recovery, and prosperity have a
great effect on the PGA Sports Academy. When a recession strikes everything that is not
a necessity is typically removed from the household’s budget. This cut would include any
extra paraphernalia in the world of golf whether it being clubs, outfits, balls, etc. Other
competitive products in the industry of the PGA Sports Academy would include other
sports and camps that children may attend.
About 49 percent of camps that responded to a survey in April said they were
experiencing lower enrollment this summer than in 2008, according to the
American Camp Association. Meanwhile, 29 percent said they had higher
enrollment, and nearly 21 percent said enrollment was about the same (Alban,
2009).
This survey showed a significant decrease in enrollments during the recession. To follow,
Gary Foster, the camping specialist for the YMCA mentioned out of 265 overnight camps

and 2,000 day camps, most children a signed up for a few weeks and not the whole
summer due to the recession. (Alban, 2009) The Stock Market Crash of 2008
fundamentally altered the lives and behaviors of consumers. Once people adjusted to
living by their means it became their new normal so many consumers in the future will be
hesitant to make big purchases (Bohlen, 2009). When children demonstrate that they have
enough interest in a sport a parent is more willing to strive to make the sacrifice in order
to make their child happy and involved. The Bureau of Labor Statistics shows that
Domestic Personal Consumption Expenditures on leisure and hospitality has been
improving since the dip in 2009 caused by the recession. By 2022, it is expected to be at
920.4 billion as compared to 695.3 billion in 2009. (Barello, 2014, pp.1) This illustrates
that there is plenty of room for the sport to grow. It is evident to see that the consumer
behavior is lacking in response time to purchase camp programs for children.
The recovery period is the stage that follows the recession. In a recovery period
people are trying to ‘simulate the economy’ and are more willing to purchase more than
the basic necessities to keep their household going. There is more a cash-flow during a
recover which leads to more transactions and time. During a recession, many people are
working overtime just to keep their families out of poverty. The recovery demonstrates an
ability to spend more time and money on leisure activities, such as enrolling in golf and
the PGA Sports Academy. Consumers are more willing to purchase goods in the part of
the cycle. This is where differentiation strategies really become important due to the more
competitive nature of many industries. There is limited, but still enough spending money
where consumers have the ability to choose between products. There are more products

being purchased in a recovery period rather than a recession, but not as much as in
prosperity.
Finally, during a time of prosperity consumers are willing to purchase more
because they are able to make enough money to support their families while also having
surplus funding to spend elsewhere. This would include the PGA Sports Academy.
Many companies within the industry are thriving at this point in the cycle. The golf
industry as a whole would see an improvement in purchases of clubs, which would be
one of the bigger investments in golf other than a course membership. According to
Bloomberg Business, in 2017 about half of the U.S. population will be 50 or older and
will control more than seventy percent of the nation’s disposable income (Rupp, 2014, p.
1). This statistic shows how generational the sport is and how it could be used to bond
with grandchildren. Older people have the savings to retire at a younger age and therefore
have the ability to spend leisure time with their families. The courses would benefit
because these individuals would give them business. The rapidly growing middle class
would also have an interest in golf. The middle class and upper class maintain adequate
levels of income which allows them to live an active and healthy life with golf in it.
Elasticity varies among consumers and some products are more essential than
others to different consumers. The PGA Sports Academy would best be described as
demonstrating an elastic demand. This is the case because the more money consumers
have to spend the more they will spend it on things that might not be a life necessity.
With more income they are allowed to focus on the products that they desire but do not
necessarily need. There are three factors that would affect the demand: availability of
substances, amount of income available to spend on the good, and time. The more

substitutes that are available for a good, the more elastic the demand will be for the
product. For example, there are many summer camps for children so parents have the
option to choose the one that they think best suits their child. Second, there must be
resources in order to purchase the product. Third, time is a huge influencing factor. At
the Academy, children will be committed to the camp to improve their health and
wellness and awareness of skills and etiquette that revolve the game of golf (Heakal,
2003). The PGA Sports Academy is constantly evolving and improving and it will have
no choice but to business cycle to keep it appealing and an option for children to attend.
They key is to make it appealing so that parents will want their children to be a part of
this great learning environment.
E.) Socio-demographic
Although a rise in technology has been harmful for the golf industry with children
wanting to be more attached to their devices, it could also be helpful for the PGA Sports
Academy in attracting parents to enroll their children in the academy. According to The
Wall Street Journal, Combined participation in the four most-popular U.S. team sports—
basketball, soccer, baseball and football—fell among boys and girls aged 6 through 17 by
roughly 4% from 2008 to 2012 (Wallerson, 2014). While this may be due to the increase
of technology, it is also because of the high injury risk children face in these high contact
sports at such a young age. Parents are becoming more concerned for their children’s
safety in these sports, especially with the rise of concussions and head injuries that come
with serious risks. According to Safe Kids WorldWide, approximately 1.35 million
sports-related injuries were seen in the emergency department in 2012. Out of that 1.35
million, 163,670 were concussions. According to this data, every 3 minutes a child is

seen in an emergency room for a sports related concussion ("Game Changers: Stats,
Stories and What Communities Are Doing to Protect Young Athletes", 2013). Because of
the decline of team sports and parents not wanting their children to face these types of
injuries, PGA Sports Academy will be able to market themselves more to not only
children, but parents, as a fun way to get kids staying active with people around, and take
up a sport at the same time with minimal to no injuries to worry about.
In the U.S, there has been a rise of the importance of fitness and nutrition for
children. In 2012, more than one third of children and adolescents were overweight or
obese. Healthy lifestyle habits, including healthy eating and physical activity, can lower
the risk of becoming obese and developing related diseases (CDC, 2014). With the
importance of living a healthy lifestyle more prevalent than ever in today’s society, the
PGA Sports Academy is the perfect way to get kids moving, keep them entertained, and
increase their interest in golf for the future, and point out all the benefits of the game.
PGA Sports Academy makes it a point to discuss nutrition and healthy eating habits in
their program. By marketing all these benefits directly to parents, it makes them more
likely to sign their children up for the program, not only to have fun, but to learn about
living a healthy lifestyle.
Another demographic factor that has become more prominent in children is the
rise of autism. According to the CDC, about 1 in every 68 children has been identified
with Autism Spectrum Disorder (CDC, 2014, p. 1). Golf and the PGA Sports Academy
can take advantage of this because it is a way children with autism can stay active and
interact with other children while learning a useful skill and sport. While the PGA Sports
Academy can provide fun and entertainment for children, it will also teach them the basic

skills of golf which will be able to last them their whole lives. Children with autism will
be able to participate in the academy, but also keep them interacted with the sport through
the sense of achievement and success they will feel while playing golf. Golf is a game
that anyone no matter their limitations can take advantage of.
III. Summary SWOT Analysis
A.) Strengths
One strength of the PGA Sports academy is that it highlights fitness and
nutritional benefits within their camp. It is important to show children how to maintain a
fun, healthy lifestyle through a well-balanced diet and exercise routine. This is done in a
positive environment without being too strict which helps children to enjoy exercising.
They are learning to embrace skills that will benefit them for their entire lives. The camp
promotes skills for children by breaking down the basics for simple understanding. The
skills not only improve their game, but also improve their overall confidence as a child.
Children can be in a vulnerable emotional state so it is crucial to build up their self-
esteem through environments such as the PGA Sports Academy. Golf is a non-contract,
which means fewer injuries. This strength is appealing to parents especially who are
concerned with the threats of concussion and other serious injuries to their children. The
PGA Sports Academy allows for a competitive environment where there are less physical
risks to children. With a rising population of children with Autism, the PGA Sports
Academy is a welcoming environment. These children can learn life skills through the
game of golf. Golf is a slow game that helps them learn how to interact with others while
preventing them from getting intimidated in large groups. Many children become over
stimulated with other competitive sports so the PGA Sports Academy is a perfect

gateway to get these children involved with the game of golf. The children have an
understanding and likely to the game because it is unlike other games. The Pricing is
right and affordable for children enrolled in the PGA Sports Academy. They include
discounts for multiple children enrolled which gives parents of larger families a financial
break. If parents believe the camp is worthwhile than they will be willing to pay for the
Sports Academy over others, especially if the father is a big golf player.
Weaknesses:
The PGA Sports Academy, like any camp, may face a few weaknesses when
trying to promote their brand and sell the academy to children and parents. One of the
biggest weaknesses the Academy may face is ideologies of how people perceive golf.
Children often think that golf is not a fun, interactive sport. Many times they perceive it
as boring. Parents who don’t have a love for the game and do not recognize the benefits
may be less inclined to sign their children. The PGA Sports Academy will have to
reposition themselves in the minds of children as a fun interactive way to learn golf.
Another weakness is Lacrosse’s increase in popularity among children, especially in the
New England area. It follows along with the fast paced environment that children usually
enjoy participating in and has created a large following. Children are more likely to be
attracted to the action and team effort in the game of lacrosse rather than golf. Another
weakness is the lack of local golf players to promote the brand and the academy. Sports
teams around the New England area have very well-known players to promote their
teams and sports in different areas. Local golfers are not as well-known and many would
not draw a big crowd into the game. The PGA Sports Academy could focus on a local

hometown player that could be the face of the NEPGA as well as the PGA Sports
Academy to draw children as well as parents in.
Opportunities:
The PGA Sports Academy is constantly looking for opportunities that allow us to
break into new markets and get more children to enroll in our golf camp. The first major
opportunity that we consider helpful to us is the recession recovery. Previously, families
might not have had the means to spend on leisure activities, including our program for
their children. With the recovering economy, parents have some extra money to spend on
non-essential activities. While parents have more secure jobs and have the ability to save
their money with the recovering economy they are more willing to sign up because they
can focus on not just the physical needs of their children but also their wants.
Another opportunity we look at to aid our program is the rise in the importance
body awareness in today’s society. With so many people becoming aware of obesity and
other health related issues, we think it is the right time to offer a program that allows
people, especially children, the opportunity to get outside and get some exercise in order
to stay fit. Our program offers various conditioning aspects in addition to the game of
golf, which could catch the attention of parents that want their kids to get the necessary
exercise to stay as healthy as possible while having fun.
Finally, one last opportunity that we think is important is the modifications to
games in today’s society, especially golf. While it is known that golf can sometimes be
slow and boring, we see a chance to change that by making changes to the game that
allow children to be more active and involved. Newer games, like Foot Golf, could catch
the attention of kids that like the idea of golf but want something more active and fun to

play at our camps. Another game we can incorporate into our program is virtual golf that
still teaches the game and how it is played, but gives it a whole different feel for children
that aren’t crazy about actually being on the golf course. This could also be helpful in
case of inclement weather, especially in New England, because it would give us an
activity to use indoors in the case that there was still snow on the ground or it was
raining. During our camp we see the chance to create an environment like the Sixteenth
Hole where parents and children can go and cheer for one another are they are golfing.
This creates a more supportive and fun environment similar to the aspects of games such
as hockey and basketball where fans love to cheer on the players.
Threats:
Youth participation in sports have seen major growth whether it is in soccer, football or
even lacrosse. Unfortunately with improvements and innovation in technology, recently it
has been decreasing youth participation and shifting the focus to video games, on their
cell phones and social media. Children are now spending a huge portion of their time on
technology instead of participating in sports and it is directly affecting the game of golf.
It is finally spring time in New England and the temperature is 32 degrees and still snow
on the ground. The weather can be a major threat to the game of golf as well as any
leisure activity outside. Golf in New England is definitely a seasonal sport and can only
be played a few months out of the year. This can be a major threat to the academy since
there are many sports that have indoor arenas that children can participate in year round.
Unfortunately there are so many other tasks that people can do than play a round of golf.
There definitely is competition for leisure time. One may ask “should I play a round of

golf in two hours”, or could I play a game of soccer in 60 minutes”. Golf is a very slow
game so it drives people to do other activities that have more of a fast pace.
B.) The most optimal SWOT interactions for the PGA Sports Academy involve an
opportunity times a threat as well as a strength times a weakness. The opportunity times a
threat strategy includes the opportunity of the rise of the importance of body awareness
and the threat of technology. We can use technology and incorporate it to help the PGA
Sports Academy promote fitness and healthy lifestyles. In an age with so many different
technologies such as Fit Bits and health apps on cell phones we can allow children to
track how many miles they walked or how many calories they burned throughout the
camp. This looks at technology as a more positive tool that is physical proof of the great
things that children are doing for their bodies while attending the PGA Sports Academy.
The key here is that they are having so much fun that they do not even realize that they
are also benefitting from exercise.
Another great option for the PGA would be to use the strength that there is a
growing interest in golf among children on the Autism spectrum and align it with the
weakness that many believe that the sport is too slow and boring. With an increase in
children with Autism, the PGA Sports Academy stands out as an option for these children
to learn social skills and feel a sense of achievement and pride in their successes. Many
of these children have difficulty communicating, desire to be alone, and need to keep
order and routine. Golf is extremely systematic and even though many view it as boring,
it is the perfect environment for these individuals. Though it would be nice for them to
get to know others during their time at the Academy, it is not necessary. The camp also
involves repetition with the swing and setup which would be appealing to a child with

this disorder. We can take a limitation of golf and show that even though it is not
desirable to some, it is the perfect option for others who might not desire a fast paced,
over stimulating environment.
IV. Set Goals and Objectives:
a. Financial goals and objectives: Financially, we would like to make PGA Sports
Academy more profitable. There is an unlimited budget provided. However, we would
like to increase revenue by 15%. We believe that there are missed opportunities
regarding this area of the PGA. We hope to increase marketing budget by 10% for the
following year. We do not have a budget as of now so we are looking to expand our
Marketing possibilities.
b. Communication goals and objectives. Our main focus involves communication goals
and objectives for our brand. We hope to increase signups for the PGA Sports Academy
by 15%. The PGA Sports Academy does not currently have a Twitter, Facebook, or
Instagram account. Our objective relative to social media is to get at least 500 followers
on each platform. We would want the PGA to take advantage of this and start
communicating with parents effectively. We want to increase brand awareness by 30%
because this will help people drive people to our programs. Most importantly, we would
like to maintain at least 70% of customer satisfaction and participants returning. We want
children to leave the program happy and counting down the days until they can come
back.
V. Segmentation Strategies:
At the PGA Sports Academy, there are various segmentation strategies that need to be
used given the product’s characteristics and potential target. It makes sense for to use

geographic, demographic, and psychographic variables when making decisions on where to
focus the marketing efforts.
Using a geographic strategy divides the market according to a specific location. In the
Academy’s case, we focus on the New England region, and only the New England region. The
northeast is the mean focus because it is a popular place for golf to be played and paid attention
to. The large number of golf courses in the area makes it easy for programs to be held, as we
only need to provide materials and equipment once the courses are in the Academy’s possession.
Another part of this segmentation is looking at the climate. Obviously, the Academy’s programs
are taken place during the summer and warm months of the year, which tend to be good weather
for golf to be played in. We would not want to choose a location where it wouldn’t be ideal to be
playing a game outside. Once last thing that is considered is the fact that the landscape is prime
for golf. The lands don’t really contain many mountains, which wouldn’t be ideal for golf.
A demographic strategy is also helpful for the PGA Sports Academy because there is a
specific target when looking at age, income, and type of family. Obviously, the Academy is
searching for families that have young children. The Sports Academy segment would be just
that: families with children ages 5-17. We also would target those families that have medium
level of income. As far as our marketing goes, we would search for advertising opportunities in
magazines, websites, and other writings that serve to those types of families.
One last strategy that the Academy can use is the psychographic strategy. We want to
segment according to lifestyle. More specifically, we want to target individuals and families that
are outdoors and sports oriented.
We don’t think that behavioral variables would be very useful to the PGA Sports
Academy because there is one product that is being offered and we don’t think that is dependent

on the attitudes or knowledge of the people looking to peruse our product. All we need is
children and parents looking for fun. We believe that there are enough strategies in use through
the way the Academy can segment through geographic, demographic, and psychographic
segmentation strategies.
VI. Target Market:
A. Located in New England region, we will be targeting the youth ranging from age 5 to 17
as well as their parents. In order to define the target market, we researched the school
enrollment numbers as it connects to our branding strategies. According to the US Census
Report in 2012, in the Northeast there are 3.7 million multi-generational households with
children ranging from one child, to more than three children (US Census Bureau).
Although our main target is the children, we also are trying to target the parents that are
willing to invest in our program and trust in our mission. Every day that number is
growing so the market could be increasing as we speak, this is great for our program. The
more our target market grows; the numbers of our participants for the PGA Sports
Academy will grow which ideally is one of our major goals. We will be focusing on
parents and children who want to be active within the game of golf and want to pursue.
Through our three different levels of skills, knowledge and age. Those include Player,
Sport and Champion. We are targeting participants who follow the criteria of those
groups and are motivated to have FUN.
B. This youth market is also known as “Generation Z”. Children in this target market are
well-educated and environmentally conscious, due to greater access to a large online
information pool, new teaching modalities and extracurricular activities” (4Imprint
2011). Our youth market lives in an environment where technology is very prevalent and

always looking for ways to innovate. Although technology can be considered a weakness
when we analyze our program, Generation Z is “comfortable with, and even dependent
on, technology having grown up in a digital world where technology was ever-present”
(4Imprint 2011). Many kids now are so focused on video games, YouTube and social
media, and there is less time focused on daily activities including sports and golf in
general. According to marketing today’s youth, “They are savvy and well-informed when
it comes to advertising—they are better than any previous generation at recognizing when
they are being marketed to. For this reason, they’re more apt to be influenced by friends
than television commercials” (4Imprint 2011). As marketers we are confident that we
will be able to target our market in the most efficient and profitable way. As a dual target
market, we need to improve on both facets of the children and the parents as well.
C. Instead of focusing solely on the youth, the target should be improved by improving the
market of parents as well as the children. As marketers we want to improve our position
for parents and create more of awareness for the youth. After analyzing the program, we
feel as though the children are not really aware of the PGA Sports Academy and we
definitely want to create more of awareness and get out there in the market. In order to
create that connection between the parents, the children and the brand, we have to keep a
few things in mind. According to atLargeinc, we need to “capture that ambitious spirit
with messaging that lets them know you believe their child is special, too. And your
product or service is the secret ingredient to unlock their true potential” (Kindelspire
2013). When marketing our program, we have to be focused on each individual and cater
to the participants in an effective way. In other words focus on the positive. Our program,
the parents and the children, that is a partnership. Through the partnership that is where

our customer satisfaction can grow as well as the return rate of participants. We want our
participants to come out of the program with the benefits of the game of golf, high
confidence and we just want them to be happy and enjoy what they just achieved at the
PGA Sports Academy. As a program, we need “show them how you’re saving them
money, making life easier, or providing the enrichment opportunity their kid needs”
(Kindelspire 2011). In order to reach our goals and objectives, reaching out to the parents
of Generation Y, we will be much more successful, enriched and credible as a program.
By making the children more aware of the opportunities within the PGA Sports Academy
and targeting the parents more efficiently, we are optimistic that our numbers will
increase as whole for the PGA Sports Academy.
VII. Positioning:
A. The PGA Sports Academy is currently positioned as a way to help children learn the
game of golf while learning nutritional and exercise skills as well as having fun in the
process. Their current target market is children ages five to seventeen throughout New
England as well as their parents. The PGA Sports Academy is appealing to the children
who are most likely growing up with the ideology that golf is boring through the fun
activities that they do throughout the camp. The parents know the importance of children
staying active and learning healthy nutritional skills starting at a young age. According to
the CDC: “In 2012, more than one third of children and adolescents were overweight or
obese” (CDC, 2015). The PGA Sports Academy is a great option to promote a healthy
lifestyle while making it enjoyable for the participants.
One slogan that the PGA Sports Academy likes to use when describing the
program is “No Helmet Required” (PGA of America, 2015). This makes parents feel

better knowing that their child is safe participating in the PGA Sports Academy. The
Southwest Athletic Trainer’s Association reported that: “Concussion rates more than
doubled among students age 8-19 participating in sports like basketball, soccer and
football between 1997-2007” (SWAA, 2015). This shows that contact sports put many
children directly in the same target market demographic at risk for concussions and
serious injuries. The PGA Sports Academy can take advantage of this downfall and
promote the safety factor of this program. The trained PGA Professionals are introducing
these children to more than just the foundations of golf. There is a focus on improving
self-confidence and image by allowing the participants to set personal goals for
themselves and work with them to achieve them.
B. This is appropriate for the parents being targeted because they know that their
money is going to be well spent. It is intriguing for parents that their children can have
fun while learning the game of golf. This is something that would be especially important
for any mothers or fathers who like to golf. They can visualize playing with their sons
and daughters but must rely on the professionals to teach their children the basics. The
fun and fitness aspects are added benefits for the parents who already love the game of
golf. They know that it is worthwhile for their children to learn the fundamentals as well
as the proper etiquette of the game in a positive and supporting environment. The fun and
fitness aspects can act as the main pulling factors for those parents who may not know as
much about golf. Parents want nothing more than for their children to be happy so they
will sign them up for the PGA Sports Academy so that their children can enjoy the fun
environment. There are so many benefits such as learning social skills on top of learning
the basics of golf and fitness.

While looking at the positioning towards children it may not be as clear if this is
the appropriate way to communicate the message of the PGA Sports Academy. Many
children do not care about learning life essentials such as eating healthy and learning to
exercise. They also might think golf is an old person sport and is boring because this is
how many other people think about the sport.. This is where the PGA Sports Academy is
key because they put technique in the back of the children’s mind while fun as the
primary concentration. Children today are often extremely competitive. This is in their
nature because of all of the other competitive sports that they can watch on television or
even participate in. The PGA Sports Academy must really push the fun and exciting
environment that intrigues children. The key is that we do not want them to feel as if their
parents are forcing them to participate.
C. The PGA Sports Academy takes advantage of the fact that children are always
looking to have fun. This is a key aspect of the positioning that will remain the same. We
are looking to position the PGA Sports Academy as “keeping the ball rolling”. We know
that children will feel much more affiliation to the program if they feel that they decided
to enroll as opposed to their parents. The PGA Sports Academy’s goal is to establish the
intrinsic motivation in children where they feel empowered to make the decision to
participate. Golf has been declining in popularity among the younger generations so we
are looking at motivation to get them involved with the game and stay involved in the
future. This idea is that children are creating a better future for themselves by enrolling in
this program. We want to use graduates of the Academy to show that they learned much
more than golf techniques with the help of this program. The PGA Sports Academy is
going to be positioned is something that is setting children on the path to a bright future

by teaching them health and exercise skills as well as social skills through the game of
golf.
“To 5 to 17 year old future golf stars living in New England looking to meet new friends
and have fun, the PGA Sports Academy is a sports camp that opens up your future in
order to keeping the ball rolling."
VIII. Marketing Mix (Analysis of current strategies with suggestions and modifications):
A. Branding Strategies
a.) The PGA Sports Academy’s strong point is demonstrating the fun,
inclusive environment that parents desire for their children. This program has a
positive brand image and has a unique selling proposition that sets them apart
from their competitors. There are many golf camps within the New England area
that parents could choose so it is important to specifically define why the PGA
Sports Academy is better. They have succeeded in this by demonstrating that they
create an interactive and engaging experience for children where they learn much
more than the typical golf setup, swing, and putting skills. The differentiating
factor is that this program fosters a fun and positive environment where
participants learn social skills through different games and activities, develop
active and healthy lifestyles, and learn the game of golf. This is a multifaceted
program that is working to develop the child as a whole person. All of the skills
that they learn re beneficial to their futures but it is done in a positive and exciting
environment. The PGA Sports Academy is reliable because they are encouraging
self-confidence and goal setting for children in a safe and supportive manner.

b. The PGA Sports Academy does an excellent job resonating with parents
of the children who are signing up for the program. The positioning shows that
their money will be well spent because of the many benefits of the program for
their children. Focusing on the fact that it is safe and fun for children is a great
way to resonate with parents. Parents want to know that their children are in a
setting where they are learning and developing. The PGA Sports Academy brand
does not resonate with the children in their target market as much as we think it
could. The messaging that the PGA Sports Academy is “leading health and
wellness through sports” is not something that is intriguing or exciting to kids.
They need to utilize graduates of the program so that these kids can talk to
prospective participants. Once the children are finished with the camp they have a
positive brand image, but I think the problem is that many kids do not know about
the academy.
We can utilize advertising to get spread the word about the PGA Sports
Academy and from there we hope that children will encourage their parents to
sign them up. We do not want children to feel that the PGA Sports Academy is
something that their parents are forcing them to do. Instead, we want them to feel
that it is a place where they can be who they are and continue to improve both in
golf as well as other life skills. One effective way to gain brand awareness in kids
is creating a mascot. If we have a well-recognized mascot promoting the program
children will be drawn in and hopefully want to find out more. The PGA Sports
Academy mascot would be “Tyler Tee-Rex”. The reason we are picking a
dinosaur is because the Tee is a pun with golf terms and it is also gender neutral.

We want to encourage both boys and girls to become actively involved with the
PGA Sports Academy. Small gestures such as stickers with the logo can go a long
way with children and is a great way for us to promote brand recognition.
c. The colors and logo of the PGA Sports Academy are not leveraged to the
maximum capacity. The program fails to use a consistent logo across the different
programs within New England. The PGA Sports Academy has a great deal of
information listed under the PGA website yet does not even include the logo. This
is a current downfall of the program because the logo is a way to promote brand
recognition among the target market. Some courses represent the PGA Sports
Academy programs with a blue and green logo and a golf flag as seen in
Appendix A. The font, cartoon flag, and colors are perfect for representing the
program’s youthful approach. Other courses use a realistic depiction of a hole and
golf ball that says “PGA Sports Academy Junior Golf Program” as seen in
Appendix B. The issue here is the lack of consistency. The PGA Sports Academy
should be one program that is offered at a variety of different courses within New
England. It is vital that one logo represents the entire program so that people can
associate their positive experiences with the brand. Children as well as their
parents should be able to search the PGA Sports Academy on the their website,
the internet, as well as social media sites and see the recognizable logo that
symbolizes everything the PGA Sports Academy brand stands for.
d. The PGA Sports Academy offered nationally as opposed to just in the
NEPGA was sponsored by UnitedHealthcare in 2012. The PGA of America
president Allen Wronowksi spoke about this collaboration saying: “The PGA

Sports Academy offers expert golf instruction from PGA Professionals, with a
commitment to overall health and wellness provided by UnitedHealthcare, to
families and young athletes throughout the country. It's a relationship that makes
perfect sense for both organizations." The NEPGA does not currently have any
sponsorships created with the PGA Sports Academy. This is a great opportunity
for the program, especially since they do not have the budget to create elaborate
advertising campaigns. There are many aspects of the program that lends it to
being the perfect program to partner with. The main focuses of the program are on
fun, family, fitness and wellness, as well as golf. There are many brands that
desire to be seen as perfect for the whole family. Any brand that markets to
parents as well as children in the five to seventeen range can benefit from
sponsorship of the PGA Sports Academy. These sponsorships can be mutually
beneficial because it allows association of the positive aspects of each brand to
shine on the other brand.
e. The changes mentioned above involve the use of the mascot and working
to create a consistent brand image by using the PGA Sports Academy logo in the
green and blue. Branding is extremely important because we want both children
and adults to see our logo, our mascot, or even our website and associate it with a
wonderful program. This is extremely crucial to the success and future of the
PGA Sports Academy.
The New England chapter of the PGA Sports Academy will work to
leverage our brand through sponsorships by Autism Speaks as well as Yoplait
Yogurt. We think that the PGA Sports Academy can take advantage of the fact

that more children are diagnosed with Autism in the United States each and every
day. According to the CDC, about 1 in every 68 children has been identified with
Autism Spectrum Disorder (ASD). (CDC, 2014, p. 1) Many children on the
spectrum desire to be alone. This is the perfect opportunity for them because
although it would be nice for them to get to know others, they are not forced into
any team interaction. Children with Autism because need repetition and structure
in their everyday activities. Golf is the perfect sport because it involves repetition
with the swing, technique, and setup We want to create an all-inclusive
environment where everyone is encouraged to get involved.
B. Product Strategies
Although our PGA Sports Academy is not a tangible object, we are promoting
and selling a service that has so many rewards and benefits. We analyzed our program
through the three levels of product strategy including core, actual and augmented. Our
program can be categorized into each level through the following, core, actual and
augmented. The PGA Sports Academy is selling its service of teaching the game of golf,
teaching fitness and nutrition and making sure our participants are learning in a fun and
friendly environment.
The programs core product is the youth sports camp focusing on the game of golf.
That is what we are trying to sell and increase the numbers of youth playing/interested in
the golf, especially in our region of New England. This golf camp will not only teach the
skills needed to play golf, but it also incorporates the importance of fitness, nutrition and
living a healthy lifestyle. Our main goal for our program is to bring in these kids so they

can have a platform of golf from the beginner level and move on up throughout our
program and the NEPGA as a whole.
Our program may have a strong emphasis on the game of golf; however our
program is so much more than that. Our actual product that we are trying to market
towards parents and youth is learning the game of golf through other activities. Our
program integrates sports like soccer and other outdoor activities. Our camp is not all
about golf. According to PGA, “We must make sure new golfers are engaged and have a fun,
interactive experience. To educate and get juniors involved in golf is the goal, but keeping
it fun is the primary focus. It’s crucial that instructors enjoy the experience—juniors will sense
your love of the sport and hopefully become golfers for a lifetime” (PGA of America 2014).
Learning the skills regarding the golf can be so beneficial within itself, but there is so much more
that children can benefit from, for attending our academy. Many participants leave the PGA
Sports Academy with their confidence at a high level. This program also helps participants gain
social skills and build ever lasting friendships. Although the game of golf may be considered an
individual sport, it is so much more than that. The relationships that can be built around the game
of golf are so much more important and the things that you can accomplish and learn through the
game of golf are even better.
C. Place Strategies
a.) Currently, the PGA Sports Academy runs in one geographic region, New
England. While there is not one specific location for these programs, they are held at
various golf courses around New England. This strategy gives children the opportunity
to attend whichever one is closest to them in their area. We do not want children to not
attend just because there isn’t a program close to them so we try to make sure we have
every part of New England covered.

b.) Possible changes we can make in terms of our place strategy are to have set
locations that will be host courses for the program for each year. This would avoid
confusion and allow people to be assured that the PGA Sports Academy will be coming
to their location each year. The continuity assists us in bringing back campers to the
program year after year. We want to use the data from the past programs to see which
locations tend to be the most popular so we can decide where the most popular offerings
are and maybe offer them on more weeks throughout the summer. If some programs
have proven to be less desirable, we could consider moving those programs to
somewhere that would attract more interest in order to maximize our effectiveness. We
could also think about offering transportation for children especially if their parents work.
This way the children can get to the program even if it might not be walking distance
from their houses.
We think that this new strategy would be appropriate because it isn’t worth our
time or resources to offer a program in a location where there is no interest in the game of
golf. We must work to either build up the interest or relocate to a new course location. It
only makes sense to target a location where there is some interest in golf by the target
audience. This is why we want to take notes and make sure programs are being offered
where they will be well attended and where business will be maximized in a variety of
ways. Analysis of the program after the camp is just as important for the future success
and continuation of the PGA Sports Academy.
D. IMC Strategies
a.
i. Experiential: Another way the Sports Academy can increase participation is by
hosting a Demo Day. As discussed earlier, the event would be sponsored by Yoplait, and

be a family “ParTee”. Through the Demo Day, the hope would be kids enjoy it so much
that they would want to have their parents sign them up right then, which would
immediately increase participation and financial objectives. The idea for the Demo Day
would include life sized hamster balls where the children run then try to roll towards the
hole. It would incorporate a little bit of golf in order to demonstrate how the Sports
Academy works. It would also incorporate a little bit of competition to get the kids
excited and riled up. There would not only be the hamster ball activity, but putting
activities, a hole in one competition, and relay races. It would incorporate the whole
family and be a fun way to build the brand. In order to promote the Yoplait sponsorship,
we would serve Yoplait products and try to incorporate them into the event. The idea of
the Demo Day would hopefully stimulate demand of the Sports Academy for children to
get excited about and want to sign up on the spot.
ii. Personal Selling: What’s unique about the PGA Sports Academy is that while
it’s aimed towards children, personal selling also needs to be aimed toward parents and
adults who want to enroll and pay for their children to participate in the program, but also
appeal to the children so they want to join and play. The main objective for personal
selling is to gain understanding of the Sports Academy. Currently, only some golf
courses have incorporated the PGA Sports Academy into their activities, so it’s not a
widely known program. The golf courses that have the program advertise it on their
websites. To increase personal selling, Golf courses that have the program will heavily
advertise it to the people of the golf course to get the name around. The hope would be
parents would hear about it and want to sign their children up for the program, or people
would just refer friends with children to the Sports Academy. In addition, we would want

someone who leads the Sports Academy to go to schools and sell the program to the
children by making it seem fun and exciting and a great way for them to spend their
summer.
iii. Public Relations: For public relations, we plan to just send out press releases
about success stories at the PGA Sports Academy. We would want to emphasize the
attendance of the program, what the kids learned, and how they succeeded.
iv. Sales Promotions: The Family ParTee will be one of the biggest events the
academy puts on in order to gain exposure and interest. It is our hopes that if people show
up to the ParTee, they will want to sign up for the academy right on the spot. In order to
encourage this, we will advertise a free t-shirt for people who sign up at the demo day.
The first 10 people to sign up will also receive one free adult golf lesson at the course.
v. Advertising and Direct Marketing: Advertising for the PGA Sports Academy
has to attract children and parents of the specific communities they live. Our advertising
technique is simple with a low budget. We want to create buzz marketing and get the
word out about our programs. We want to give out flyers to children in elementary
schools and pediatricians offices to get the word out there. We would then also give
flyers to parents in neighborhoods about the program and invite them to check out the
website or Facebook page for more information.
vi. Sponsorships: The idea of two potential sponsorships came up when
discussing ideas for the Sports Academy. Currently, there are no sponsorships associated
with the PGA Sports Academy. Sponsorships can help grow a brand. They should be
mutually beneficial for both properties and be able to speak to the consumers and make
sense. When deciding a sponsorship for the PGA Sports Academy, the challenge was to

find a sponsor that would relate to and make sense for both parents and children, since
ultimately both groups are being targeted. Yoplait is a yogurt brand that prides itself in
being a family brand by marketing themselves to grandparents, parents, adults, and
children. At the PGA Sports Academy, one aspect of the day is lunch, fitness and
nutrition time. The Yoplait brand could be incorporated into these session and could
provide children snacks throughout the day of different yogurts or GoGurts, one of their
kid friendly brands. Through this, children would hopefully get excited by Yoplait and
ask their parents to buy it for them at home. A family wide Sports Academy day would
also be held, sponsored by Yoplait called “You Play with Yoplait” and would have
parents and children day with different activities related to the academy.
Another sponsorship that could be beneficial for The Sports Academy could be
Autism Speaks. Through research conducted and discussed, children with autism can
benefit from the game of golf and will be able to benefit from The PGA Sports Academy.
By having Autism Speaks as a sponsor, it would increase awareness on how golf can be
beneficial for children with autism and give them a sport they can excel at. They would
also have the chance to make friends and be an active environment and be able to carry
this skill with them through life. We think it would also provide great community
outreach and help build the Sports Academy brand and get a lot more involvement in the
program, considering the rising number of children on the autism scale today.
vii. Direct Marketing In terms of Direct Marketing we want to send sales
representatives to local school activities so that they can interact with children and
convince parents as to why they should enroll their children. We will also have our full
sales staff at the Demo Day walking around and getting new participants to sign up. The

idea is to hopefully put them on the spot and they will be having so much fun that they
will not want to say no.
viii. Email We will ask participants to refer friends and give them incentives to
do so. This will allow us to extend our network and advertise to new prospective families
by sending them an email to let them know about our offerings.
ix. Web-based When it comes to web base and social media marketing, The PGA
Sports Academy has no involvement in either of these fields. In today’s world, it is
almost essential to have these different platforms to build a brand and communicate with
customers and respond to their questions and needs. It would be our current goal to build
a full social media platform for the PGA Sports Academy to use. While it is
understandable that children who we are targeting are not yet at the age for social media,
many parents use social media as well. A common problem we found about the Sports
Academy was the lack of consistency of the overall program. If a golf course wants to
incorporate the Sports Academy as a summer camp at their course, the golf course
usually comes up with the pricing, when the camp is and how long it lasts for. A main
goal would be to make this consistent to strengthen to program and therefore the brand.
Once this is finalized, it will be that much easier to create these social media platforms.
We believe this is one of the most important things that will help The PGA Sports
Academy.
x. Social Media First a Facebook page should be set up. The Facebook page will
provide overall details of the academy, will feature various courses and locations that are
featuring The Sports Academy, and will provide overall details about the camp, photos of
players of the week, and be a general source of information. Aside from that, courses and

locations that implement The Sports Academy will be able to set up their own Facebook
page with details on their own location, and the main Facebook page will link customers
and people to those specific pages. Also on the list of social media sites to incorporate
would be Twitter and Instagram. These three platforms are “The Big Three” that many
companies have in order to communicate with consumers. They would feature similar
information as the Facebook page, but would just be another platform for people to stay
interacted with throughout the year. The use of hashtags on both Twitter and Instagram
would create buzz and get more people attracted to the program.
Finally, a universal website should be created for people to get onto easily and
access information about the program and what it’s all about. Currently, a website solely
for The Sports Academy does not exist. Information about it is under some hidden links
on the PGA website. If people wanted to access information about what it is, they would
have to find it on their local golf course’s website, if they have information about that at
all. By creating a website it could inform parents of all the benefits of signing their
children up for The Sports Academy and teach them what the program is all about.
Advertising and Direct Marketing: Advertising for the PGA Sports Academy
has to attract children and parents of the specific communities they live in. Our
advertising technique is simple with a low budget. We want to give out flyers to children
in elementary schools and have someone come in and talk about the program and why
they would love it. We would then also give flyers to parents in neighborhoods about the
program and invite them to check out the website or Facebook page for more
information.

Allocation of Money: The PGA Sports Academy does not have a budget for our
IMC Marketing campaign. We will be relying on the funding from our sponsors in order
to successfully run our promotional marketing as well as the Family ParTee demo day.
Schedule of Activities: The first thing we want to focus on is creating
consistency for The Sports Academy and create our website, Facebook, Twitter, and
Instagram page. This will allow us to have a platform for consumers to go to and
communicate with the brand and learn more information. After these are in place, we
would then ideally move to Personal selling and advertising to promote the academy gain
exposure, and lead parents to the website for information. At this point, we would then
invite parents and children to the ParTee Demo Day for children to get excited and for
parents to become more educated. This would ultimately set the program up and gain
new attendees for the camp.
E. Price Strategies
The pricing of the camp heavily depends on two factors. First being other competitor’s
prices and second being the price that would cover all cost depending on what golf course
it will be held at. As discussed previously, our main competitor would be Nike Golf
camp. Nike offers overnight, day, advanced, and international golf programs and each
program pricing differently. We see their prices range from 50 to 200 dollars more than
PGA depending on the location and golf course (Nike Golf Schools & Junior Camps
Highlights, 2015). PGA Sports Academy, however, provides only week long camps that
range from 75 to 250 dollars. This prices also takes into consideration the course style
and cost of maintenance. The PGA Sports Academy does not easily state prices and
programs that are running. PGA Sports Academy is easily comparable to its other
competitors based on pricing and has a differentiated offering compared to other golf

camps since they focus on other sports as well. The range of 75 to 250 dollars is fair and
reasonable in order to accommodate families financially while properly paying the
professional instructors and for the use of the facilities.
IX. Measurement:
Participant engagement & Customer Satisfaction: We plan to issue pre and post
testing surveys to see if customers brand awareness was raised after some of our IMC efforts.
Before, we will send out a survey to see if customers know anything about the PGA Sports
Academy. We will then do the same thing after and compare our results and see if the participant
engagement and customer satisfaction increased. We are hoping thanks to all our IMC efforts
and campaigns, people will have more knowledge of our program.
Social Media: Social Media will have a large part in measuring our success. Because
none of these channels currently exist for the PGA Sports Academy, we plan to track the
progress of how many people begin to interact with us once we set these platforms up. We will
keep track of likes, followers and comments. We are hoping to have many people like, follow,
and interact with our brand on social media.
Return on Investment: We will compare the current number of facilities that implement
the Sports Academy with the new facilities that may register their course to use it. We will then
also compare the current number of children in the programs at each location and how many new
children sign up after our IMC objectives. We are hoping to see an overall increase across the
whole program.
Sponsorship Objectives: In our surveys we will create a section asking “How did you
hear about this brand?” There will be options to check both Yoplait as well as Autism Speaks to
see how effective it was in leveraging our brand.

X. Conclusion:
A. As discussed in the paper, the PGA Sports Academy is continuing to concentrate on
children ages 5 to 17 as well as their parents in order to get them to participate in the program.
The positioning that we are focusing on is that the PGA Sports Academy is the perfect place for
kids to meet friends and have a blast during their summer vacations. It is important that we use
branding strategies such as the mascot, logo, and other interactive methods to create a stronger
brand equity for the PGA Sports Academy. There are many different facets of the Marketing Mix
being utilized. The combination of Direct Marketing, Advertising, Social Media, Experiential
Marketing, etc. creates an all-inclusive IMC campaign. The key to this is that they work together
to create the image of the PGA Sports Academy desired. The new elements such as the Kid’s
zone, the Mascot, and the Family ParTee are crucial to our success since we are using these to
really integrate the children into our marketing. This IMC campaign will allow the PGA Sports
Academy to continue to grow and be successful in the future.
B. The PGA Sports Academy can expect a greater interest from children especially within
the program. By grasping at their intrinsic motivations we are empowering them to make the
most out of their experiences with the program. The interactive and welcoming environment that
we are striving to create in our programs, on our website and social media, as well as during our
Demo Days will work to create the strong brand image that the PGA Sports Academy needs.
You have created the pathways to success by building the core foundation to a fantastic program
and we are here to spread the word! We hope that children and parents will see the “new and
improved” New England PGA Sports Academy and immediately want to enroll. With a clear,
concise message throughout all channels we are showing the world what the PGA Sports

Academy is all about. We wish you all the best in the future and hope that this Marketing
Strategy will be just what you needed to “keep the ball rolling” for your program!
APPENDIX A APPENDIX B
APPENDIX C

APPENDIX D
APPENDIX E

APPENDIX F

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