Everything your club needs to know 1
Contents 3 Welcome 4 Let s get started 5 A game for everyone 6 The benefits of golf 8 Getting noticed 9 Our taglines 10 A fresh new look 12 National promotion 13 Social influencers 15 Promoting activities 16 Reaching the community 17 Let s get social 18 Investing in Facebook 19 Investing in Twitter 21 A new home for golf 22 Making it easy to book 23 Club login area 24 Facilities page 25 Setting up PayPal 26 Uploading activities 27 Activity formats 28 Your activities 29 Notifications 31 Brand centre 32 Promotional posters 33 Digital materials 34 The future looks bright 35 Need support? 2
Welcome Let s get more people playing golf Our Get into Golf initiative is designed to inspire people to give it a go, increase participation and help clubs such as yours attract new players. The brand new look aims to improve the image of the game, banish negative perceptions and appeal to a new generation of potential golfers. There will be a national marketing campaign, fresh tools for you to use and a new website to promote your activities, complete with an online booking and payment system. Find out more about what this means for your club with this guide. 2018 sees a fresh start for Get into Golf and we d love you to join us on the journey. Together we can make golf a game for everyone 3
Let s get started It s time to fight back. Over the past 10 years sports such as yoga and cycling have grown in popularity, particularly amongst younger people. Meanwhile, golf has been losing out. It s time to get more people back playing golf. Let s get our game noticed and show everyone that the sport we love is fun, has many benefits and is open to all. Any club or golf facility can be involved with Get into Golf for free. Your club will receive an email with login details to set up an online account. This will be sent to the email address associated with your facility on the England Golf central system. In return you ll be able to: Inspire more people to play and visit your club Raise your club s profile Generate more income Help us grow the game of golf across England Access a range of new marketing materials Have a dedicated page for your facility on the website Access an online booking system to manage all your bookings and payments Receive support from your local England Golf Club Support Officer (CSO) There s everything to gain and nothing to lose. 4
A game for everyone We re trying to reach as many people as possible with Get Into Golf. In 2018 we re specifically targetting: Male and females 25-45 year olds Social couples want to spend time with their family and partners. They prefer playing short or alternative forms of golf but cost can prevent them from taking part. People that play other sports Social couples and young actives Young actives play other sports and use sport to socialise with family and friends. They re put off by expense and the time involved. 5
The benefits of golf We believe that these people will love golf if they just give it a go. After all, there s a lot to love, such as: Fresh air A break from the stresses of life A sport for any age and ability Beautiful scenery A real community in the clubhouse With your support, we want to shout about these positives and celebrate the openness of golf. Together, we can encourage a new generation of players and create a fresh buzz about the sport. 6
The new brand 7
Getting noticed The new Get into Golf brand is bold, bright and designed to be noticed. It steps away from the traditional golf feel to get people excited about the game and see it in a new light. We ve updated the logo and introduced five fresh, bright colours that can be used in the following combinations. We asked the public what they thought and they said it was: bold, fun, friendly, confident, open and modern. 8
Our taglines As part of the campaign, we ve created messages that are inspiring, memorable and directed at new audiences. There are three lead taglines emphasising that everyone is welcome to take part in golf. These will be used on all marketing material throughout 2018. The taglines will sit alongside new imagery, creating a fresh and unexpected approach for golf, with photography that will really stand out. Fresh Faces Welcome First Timers Welcome Fun Seekers Welcome 9
A fresh look To capture the attention of non-golfers we ve introduced a new photography style that is unexpected for golf. Featuring a selection of new faces, the photography aims to make golf more accessible for beginners by challenging the common perceptions of the sport. Fresh Faces Welcome Golf Club name can go across two lines 10
Promoting Get into Golf nationally 11
National promotion Get into Golf will be supported with a national marketing campaign. This will direct people to the website where they can book activities at your club. We ll mainly be promoting Get into Golf through website ads and social media. After all, that s where a lot of your potential new members spend their time. Our adverts will be on sites such as Sky Sports, The Daily Mail and The Guardian between April and October 2018. We re targeting non-golfers which means there s a chance you won t come across the online adverts. However, rest assured they will be driving people to the website so make sure you have activities available. 12
Social influencers We ll also be using social media influencers to spread the word to their large audiences online, mostly younger people with a big interest in sport. The influencers will be posting videos as they try out a Get into Golf activity. SOCIAL INFLUENCER / social influencer/ A normal person who has established credibility in a specific industry by regularly posting their opinions and experiences on social media. They are typically followed by large, engaged audiences who take inspiration from the influencer s personality, knowledge and expertise, and/or aspirational lifestyle. Madeleine Shaw Cat Meffan Jessica Skye Marathon Marcus Alec Briggs Nutrition & Wellbeing 275K Yoga 97.6K Yoga & Fitness 14.8K Running 11.8K Cycling 8.2K 13
Promoting Get into Golf locally 14
Promoting activities We ve created marketing tools that will help your club promote your Get into Golf activities and get people excited. These include: A4 campaign-led posters A4 activity-led posters Imagery for your Facebook, Twitter and Instagram posts Email footers Website banners We ve made it easy for you to choose the image you want and, in some cases, add your club logo and activity details. Marketing tools can be found in the Brand centre. Find out more on page 31. Fresh Faces Welcome Book online: Getintogolf.org Golf Club name can go across two lines 15
Reaching the community So, what s the best way to let local people know about your club s Get into Golf activity? We ve got three suggestions that will help you generate a real buzz in your community: 1 2 3 Reach out to local sports clubs and communities. They might be willing to put up a poster or give you a shout out on social media. Let the local media know what you offer by sending a press release or putting an advert in the local paper. We ll give you an example press release to support you when you register. Ask local businesses to promote your activity. These could be local shops, doctors, dentists, health centres or playgroups. There are a lot of golf fans out there who would be happy to help. 16
Let s get social Social media can be a brilliant way to raise awareness. And it isn t as scary as it sounds. Use your club s social media pages to promote what you re doing. Top Tips Share and retweet posts from @GetintoGolf Post regularly using images from the Brand centre Don t just post sales messages but use other entertaining content Keep messages short and snappy Always include an image or video Run a competition giving away an appealing prize for beginners Introduce your coaches with a photo and an interesting fact Follow local sports groups and businesses Link to getintogolf.org People taking part in your Get into Golf activities can also help. Encourage them to take photos and videos and post them on social media, tagging your club so that you can share it. 17
Investing in Facebook Spending a small amount on promoting social media posts can be a great way to reach new audiences. It s easy to promote a post on Facebook so more people read what you have to say. All you have to do is: 1. Go to the post you want to promote 2. Click Boost Post in the bottom right corner 3. Select People you choose through targeting - you can specify the people you want to see your post based on location, age, gender and interests. We ve provided a recommendation to the right. 4. Select your maximum budget. Your post will be boosted for one day. To boost for longer choose More Options Find out more at facebook.com/business We recommend you target to the following profile: 25 miles radius from your club or local town/village Male and female 25-45 age range Interest in yoga, cycling, swimming, tennis, cricket, running, sports For only 10 on Facebook you can expect to reach 2,660-16,800 people and receive 35-210 clicks* * These estimated figures are based on nationwide promotion to an audience of male and females aged between 25 and 45 with an interest in other sports. Figures will vary dependent on targeting preferences. 18
Investing in Twitter It s just as easy to promote a post on Twitter and reach more people. Just follow these steps. All you have to do is: 1. Go to the tweet you want to promote 2. Click on Promote this Tweet 3. Select the location you d like to target 4. Select your budget. Twitter will provide an estimate of the results you re likely to see at each level. 5. Select your spend. Watch your tweet reach a wider audience in real time. You can see the data for any tweet you promote at ads.twitter.com Find out more at business.twitter.com We recommend you target to the following profile: 25 miles radius from your club or local town/village Male and female 25-45 age range Interest in yoga, cycling, swimming, tennis, cricket, running, sports For only 10 on Twitter you can expect to reach 11,200 people and receive 105-189 clicks* * These estimated figures are based on nationwide promotion to an audience of male and females aged between 25 and 45 with an interest in other sports. Figures will vary dependent on targeting preferences. 19
Website 20
A new home for golf The new getintogolf.org website is where all the action happens. We ve made it simple for people to find your club, book activities and pay you without any hassle. To receive immediate direct payments you ll need PayPal. If you don t have an account it s easy to set one up. Then all you need to do is upload activities and the website will do the rest. You ll also have access to a club login area to manage activities, participants and payments. In short, you ll have control. Over the next few pages you ll find step by step instructions on how to use the website including: Registration and club login area Editing information on your facility page Setting up payments Uploading and managing activities Notifications and emails Downloading marketing materials from the Brand centre Due to the new payment system and changes to data collection, you ll need to register for Get into Golf and accept the new terms and conditions before taking part in the initiative. 21
Making it easy to book The new website will allow people to easily search, find and book a Get into Golf activity. People can search for an activity by location and activity type Activities will be displayed in location order and date order. Only activities taking place in less than 90 days will be visible Make sure you upload your activities with as much information as possible to help people find and book them. Once a suitable activity has been found it can easily be booked and paid for online During booking people will be asked if they require additional support for any disabilities. If support is needed we recommend you get in touch to see how you can assist. 22
Club login area We ve made our club login area bigger and better than before. You ll be able to: Edit your facility details to be displayed on your page Manage your Get into Golf activities View real time lists of participants signed up for your activities Access the Brand centre and download marketing material It s simple to join up. You ll receive an email with login details to set up your online account. This will be sent to the email address associated with your facility on the England Golf central system. If you don t receive an email please contact info@getintogolf.org. 23
Facilities page Every facility will have its own page and a personalised website address. You can add information location, contact details and amenities so people can find out all about your club. Details can be edited by clicking Facility Details in the club login area. Your personalised website address will be getintogolf.org/clubs/yourclubname 24
Setting up PayPal PayPal is an easy way to get paid. If you don t have an account then it s easy to set up and manage, keeping your payments in one place. Follow these three simple steps: 1. Visit paypal.com and set up a business account 2. Make sure the account is set up as the club, rather than an individual 3. Add your Merchant ID to the Facility Details area of Get into Golf. Only one account can be added. Your Merchant ID is a unique 13 character code that can be found on your profile within settings. There are some small charges associated with using PayPal. For sales up to 1,500 per month, there will be a fee of 3.4% and 20p on every payment made. For sales over 1,500 per month, the fee is 2.9% and 20p is charged for every transaction. 25
Uploading activities Uploading your Get into Golf activities will let people find a session that suits them and book online with ease. Log in and click on Get into Golf Activities then Add Activity. Now you can fill in the details of the activity, including: Type of activity: Taster Session, Beginner Course or Improver Course Number of places available Audience: Adult, Junior, Women Only or Girls Only Title: such as Junior Taster Session March Description: Make sure the day of the session is included in the description Date Start and end time Price Taster sessions can be selected to repeat up to 4 times. Beginner and Improver courses can be duplicated to save you uploading a similar activity. Click copy on the selected activity in the list of activities to do this. 26
Activity formats We all want people to enjoy their first taste of golf and to come back for more. To help new golfers choose the right sessions for them, we d like you to categorise your activities as follows when uploading to the Get into Golf website: T B I Taster sessions Beginner courses Improver courses A one-off session for people to find out about golf and give it a go. We recommend you make this a free session. Group sessions spread over a number of weeks, we recommend 4-10 weeks, for new players to learn the basics of the game. For those who want to develop their golfing skills and build confidence before going out on the course. 27
Your activities Once you ve added the activity you ll be presented with a list of all uploaded activity. You can edit, duplicate or delete live activity at any time using the icons. When activities are booked the number of places will be reduced and you ll be able to see a list of participants. This list can be downloaded so you can print it if necessary. If someone cancels, you ll be able to delete them from the list. When cancelling someone from a group booking, the whole group booking will be cancelled. If a payment has already been made, you will be prompted to validate a refund from your PayPal account. 28
Notifications Our aim is to keep you informed about everything that s happening. When people book an activity or make a payment an automated email will be sent to your club and your customer confirming the transaction. If you d like to change the email address that receives notifications this can be done under Facility Details. Some customers might want to contact you before booking to find out more about Get into Golf. Contact details and a form will be available on each facility page. If someone gets in touch using the form you will receive an email notification. It s good to be prompt in replying and to direct all bookings through the website so you can keep everything in one place. 29
Brand centre 30
Brand centre The England Golf Brand centre offers a range of marketing materials that can be used to advertise activities within your club and in the local community. These can be downloaded from the Brand centre, which is accessed from the club login area of the website. We ve got everything from A4 posters to website banners. There are lots of images to choose from, pick the image that works best for your club. 31
Promotional posters Beginner Sessions: 5 sessions for 25 Tuesdays 10.30 11.30 Book online: Getintogolf.org Fresh Faces Welcome First Timers Welcome Book online: Getintogolf.org ü Add your club name and logo ü Pick the image that suits your club ü Download posters and print in-house or sent to a local printer Your club name and logo can be added to both poster versions. Golf Club name can go across two lines Golf Club name can go across two lines Campaign-led posters allow you to choose a tagline and should be used to promote Get into Golf at your club. Activity-led posters allow you to add specific activity information including type of activity, day, date, time and price. 32
Digital materials You ll also be provided with a range of online images with different designs and messages. These can be easily uploaded to social media, email newsletters or your own website. All marketing materials are downloadable. 33
The future looks bright Okay, so we have a new website and a fresh look. Now it s down to all of us to get people into golf. 2018 is only the beginning. Our goal is to continue improving the image of golf and encouraging many more people to play the game or at least give it a go. We want more people visiting your club. Golf is changing and there are more alternatives to the traditional 18 holes. People are waking up to the health benefits of golf and the sheer enjoyment of playing it. This is an ideal time for us to spread the word of how great golf can be for everyone. And everyone is welcome within our game. So let s do this. By all means start small. Offer a taster session, inviting family and friends of existing members, or a local community group. See where that takes you and build on it. Everybody should Get into Golf and we re here to help you. Let s work together and grow our great game 34
Need support? Please contact your local Club Support Officer (CSO) or email info@getintogolf.org. 35
Everyone welcome @getintogolf getintogolf www.getintogolf.org 36