VERSION 6.0 Stay On Course. BRAND AND CAMPAIGN GUIDELINES
GolfNow.com TRUSTED BY MORE THAN TWO MILLION GOLFERS WORLDWIDE TO PROVIDE GREAT PRICES ON TEE TIMES AT OVER 5,000 GOLF COURSES AROUND THE GLOBE. 05.20.2014 2 BRAND AND CAMPAIGN GUIDELINES
BOOK TEE TIMES ANYTIME, ANYWHERE. BUT FIRST, GET TO KNOW US BETTER... Contents 05 COMMUNICATION 08 LOGO 10 COLOR Exceptions Embroidery Go. Play. Applications Family/Variations 11 TYPOGRAPHY Print Online Style 12 IMAGES Key Messaging Priorities What To Say What Not To Say Personas Primary/Secondary Palette Application Background Product Exceptions Who Is GolfNow? GolfNow is a technology company specializing in golf-related products and services with the most powerful distribution system in golf. GolfNow is trusted by more than two million golfers, who use our site and mobile app 24/7 to conveniently choose from over 5,000 courses worldwide and book a tee time that fits their schedule and budget. With offices in Orlando, Chicago and Belfast, GolfNow is a unique global golf business affiliated with Golf Channel and NBC Sports. What Is Our Business? We connect golf courses and golfers, by providing them both with the best technology in golf. Whether a golf course is trying to sell a round, or a golfer is looking to book one, GolfNow provides the most robust marketplace for golf courses and golfers to utilize around the globe. What Is Our Culture? At GolfNow, we take the business of golf seriously without taking ourselves too seriously. We believe strongly in what we do, we like to have fun while working, and although we are part of Comcast-NBCUniversal, one of the largest companies in the world, we embody a start-up mentality and a contagious, youthful energy. 13 CAMPAIGNS Old Tom Morris How-To http://www.golfnow.com http://www.golfchannel.com BRAND AND CAMPAIGN GUIDELINES 3
GolfNow.com WHAT IS OUR BRAND? WE ARE FUN, PASSIONATE AND GAME-CHANGING. If our brand was a golfer, who would it be? We are a fun-loving, attentive, clever, economical and efficient everyday man. Clever, humorous and utterly charming, we keep everyone around us entertained. We re a seasoned golfer who whole-heartedly loves every aspect of the game. We ve played more rounds than we can remember and play as often as we can. This is why we love inviting our friends, family, business colleagues, heck complete strangers out to play the game of golf. We don t care how good they are, what type of clubs they play, what their handicap is or if they know the official rules (especially Rule 1-1) We just want them to get out on the course and play! You ll typically find us having a few beers out on the course when we re with our buddies. If we re playing with our kids, you can bet we re handing out a few pointers on golf, but more importantly life just like our dad did for us. You see, we think people matter and golf is a way to enjoy our time with them. And sometimes, it s also a way to de-stress and get away from em How does our brand talk to our golfers? We use simple and fun language, throwing in some light golf jargon but not too much. We are conversational and relaxed. What types of tones does our brand use? Informal, conversational, comedic, slightly sarcastic, educational, witty, feel good and when appropriate, slightly competitive. What our brand is NOT... We are not uptight, stuffy or elitist. 4 BRAND AND CAMPAIGN GUIDELINES
SAY WHAT?! WE COMMUNICATE WITH OUR AUDIENCE IN A PARTICULAR WAY. How does our brand NOT talk to our golfers? We never talk AT people or DOWN to people and we never use direct, hard sales language What are some specific lookouts? The following words in particular should be avoided, and positive synonyms should instead be used. Discount Cut-rate Preposterous Markdown Key messaging priorities: Domestic 01 Selection Largest selection, one stop shop, easy booking no matter what your preferred method may be 02 Price As if playing golf isn t enough, now the more you play the more you earn including discounts on golf gear and even free golf 03 Convenience Book a tee time home or away, last minute or planned, simple booking process, app or Smartphone International 01 Price As if playing golf isn t enough, now the more you play the more you earn including discounts on golf gear and even free golf 02 Selection Largest selection, one stop shop, easy booking no matter what your preferred method may be 03 Convenience Book a tee time home or away, last minute or planned, simple booking process, app or Smartphone What GolfNow would say: Domestic To describe the selection of courses available on GolfNow: Thousands of Courses, Millions of Tee Times To describe the value/price savings by booking through GolfNow: Great prices at thousands of courses To describe the convenience of booking a tee time online, using GolfNow: Book tee times online even when the course is closed To describe our loyalty program and its offerings: Play more golf. Earn more rewards International To describe the value/price savings by booking through GolfNow: Great prices on tee times Great courses. Great prices. What GolfNow wouldn t say: To describe value/price savings: Find cheap tee times Discount tee times Find the best prices on tee times BRAND AND CAMPAIGN GUIDELINES 5
GolfNow.com JUSTIN, ALEX & CHARLIE. THESE GOLFER PERSONAS HELP US TO CONNECT WITH OUR AUDIENCE. JUSTIN ALEX CHARLIE 29, unmarried, no kids 16% of GN membership Motivation: to challenge self, improve game Values: convenience and accessibility Attributes: self-reliant, outgoing and impulsive Triggers: time opportunity, new gear Pain Points: awkward, inaccessible or impersonal features 42, married, 2 sons 42% of GN membership Motivation: escape, relax Values: family tradition and his legacy Attributes: proud, routine and weary Triggers: work and/or family stressors and vacations Pain Points: insufficient selection, adapting to schedule changes 62, married, retired 42% of GN membership Motivation: the social experience of the game Values: lowest price and best bargain Attributes: amiable, frugal and pragmatic Triggers: unbeatable price, regular schedule Pain Points: personal, intrusion, complexity of use, total cost 6 BRAND AND CAMPAIGN GUIDELINES
GET TO KNOW OUR AUDIENCE. KEY WORDS TO IDENTIFY OUR GOLFERS. BRAND AND CAMPAIGN GUIDELINES 7
GolfNow.com OUR LOGO IS VERY PRECIOUS TO US. WE TOOK OUR TIME DEVELOPING OUR BRAND SO PLEASE BE NICE TO IT. Go. Play. Tag line to be included for applications on-air and online (in and outside of native environment), in print and for business, trade and retail applications. Remove Go. Play. when logo is under 4 wide Go. Play. mark to be no smaller than 2 3/8 wide. Fonts GolfNow: Golf Contour Go. Play.: Golf Contour Note: Golf font is a licensed products and cannot be shared. Do not share fonts. 01 02 03 Mobile App A GolfNow icon is also available for the mobile app only International Variant Identified by rotated globe to focus on Europe Appropriate usage follows same guides as domestic logos When appropriate, use.com web tag, not.ie web tag 01 Flat Logo without web tag used on website, digital ad campaigns and employee e-mail signatures. 02 Rendered Logo with web tag used in On-Air spots and on printed ad campaigns. 03 Rendered or Flat Logo with web tag and Tee Times line used when there is no supporting copy or context as to what GolfNow is. 8 BRAND AND CAMPAIGN GUIDELINES
WE WANT TO LOOK GOOD ALL THE TIME, SO PLEASE TAKE TIME TO CONSIDER HOW TO APPLY OUR LOGO. 01 Space around the logo Always leave the logo some space to breathe. 01 05 02 If you have to... If you must place the logo on a dark or black background, use the white-out logo. 03 Glow If needed, you may use a white outer-glow for contrast. (Preferred treatment.) 04 Background Image If on an image, use a light background color (solid or slightly transparent). 05 Not right Do not rotate the logo. 06 Color clash Do not place our colored logo on colored backgrounds. Use only the black/white logos. 07 Invisible Do not use color logo on a background color too similar in value. 08 No thanks Make sure not to use the color logo on a background image without added contrast. 02 03 04 06 07 08 BRAND AND CAMPAIGN GUIDELINES 9
GolfNow.com OUR COLORS DEFINE OUR BRAND. WE RE BOLD, BRIGHT AND CONFIDENT. SIMPLE AND TO THE POINT. The corporate color palette includes a light blue and light green, with supporting tones. Color matching standard Pantone references are included to ensure accuracy when reproducing the palette. Also included are the references for CMYK, RGB and HEX Values for consistency across different media. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally. Color Palette // Primary These are our corporate primary colors for our logo, text and headers. Color Palette // Supporting Colors Here are some supporting grays that we incorporate with our designs. pantone 3005 cmyk 100 : 28 : 0 : 0 rgb 0 : 122 : 201 hex # 0099CC pantone 137 cmyk 0 : 42 : 99 : 0 rgb 249 : 162 : 28 hex # FF9933 pantone 368 cmyk 70 : 0 : 100 : 0 rgb 105 : 190 : 40 hex # 66CC33 pantone N/A cmyk 64 : 56 : 55 : 31 rgb 85 : 85 : 85 hex # 555555 pantone N/A cmyk 64 : 56 : 55 : 31 rgb 0 : 0 : 0 hex # 000000 pantone N/A cmyk 56 : 47 : 47 : 12 rgb 116 : 116 : 116 hex # 747474 pantone N/A cmyk 45 : 37 : 38 : 2 rgb 146 : 146 : 146 hex # 929292 10 BRAND AND CAMPAIGN GUIDELINES
TYPOGRAPHY IS THE BACKBONE OF DESIGN, GETTING IT RIGHT IS PARAMOUNT. Note: the GOLF Contour font family is a proprietary font and not to be shared. Typefaces. Corporate. Our corporate typeface is NBCSN_Frank. This font family is used for Headlines and emphasis. We also utilize TradeGothic LT for all corporate usage. This includes printed materials, internal communications, etc. Typefaces. Online. When technology allows for it, TradeGothicLT should be used in any web applications. The default fall-back corporate font is Arial which should be utilized to ensure acceptable degradation when TradeGothicLT is unavailable. Typography. Style. Text for correspondence and publications should preferably be set in upper and lower-case, and flush left aligned with ragged right. Capitalization should never be used for body text, but is acceptable for headings and sub headings. Headlines - NBCSN_Frank Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! $&@*) 0123456789 // Bold Body Copy - TradeGothic LT Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! $&@*) 0123456789 // Regular Sub Headlines - TradeGothic LT Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! $&@*) 0123456789 // Bold Logo - GOLF Contour Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! $&@*) 0123456789 // Bold BRAND AND CAMPAIGN GUIDELINES 11
GolfNow.com WE DON T JUST TYPE THINGS, Y KNOW... HERE ARE A FEW THINGS TO KNOW ABOUT IMAGERY. Photographic Style 01 Photography is a large part of our branding in our campaigns and our corporate look-and-feel. We utilize ShutterStock.com to find ideal images for any situation, but there are certain guidelines that we follow. Past images that have been downloaded can be viewed on GolfNow s ShutterStock.com account, and on the I-Drive accordingly. Images, for example, must appropriately suit the project and will more than likely be associated with golf. Images that are used are to have a certain aesthetic. 02 If you have any additional questions or doubts, refer to the below examples as a guide and the provided images. 01 Backgrounds For background images, we usually utilize a landscape image for campagin and/or company material. We select images that depict a golf course, showcasing our logo colors: blue and green. 02 Products When showcasing product images, we choose to present the subject without any sort of background to better detail the image and keep the aesthetic clean and simple. 03 03 Exceptions As with everything, there are exceptions to our image guidelines on a project-by-project basis. Use best judgement regarding these images, and if you remain in doubt simply abide by the guide standard. 12 BRAND AND CAMPAIGN GUIDELINES
CURRENTLY RUNNING CAMPAIGNS: OLD TOM MORRIS AND HOW-TO Old School Meets New School For domestic use only Intended to showcase GolfNow to an audience previously exposed to our brand For in depth information on Old Tom, campaign styling and language, please refer to the Who Is Old Tom Morris? document. Educate the Audience Used domestically and internationally Intended to educate an audience who may be unfamiliar with Golfnow For information on campaign styling and language, please refer to the How-To Campaign styling guide. BRAND AND CAMPAIGN GUIDELINES 13
GolfNow.com BLANK SPACE FOR NOTES. JUST IN CASE YOU HAVE SOME THINGS YOU NEED TO REMEMBER. 14 BRAND AND CAMPAIGN GUIDELINES
BLANK SPACE FOR MORE NOTES. Y KNOW... JUST IN CASE. BRAND AND CAMPAIGN GUIDELINES 15
THIS DOCUMENT MAY BE MADE AVAILABLE IN ALTERNATIVE FORMATS ON REQUEST. PLEASE CONTACT OUR MARKETING DEPARTMENT FOR FURTHER DETAILS. GolfNow.com 7580 Golf Channel Drive Orlando, FL. 32819 Email. branding@golfnow.com Web. www.golfnow.com