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Case Study: Expanding the Reach of Golf through Strategic Inclusivity and Engagement

Goals and Objectives

  1. Increase Diversity: Attract younger, diverse demographics, particularly African American and Hispanic audiences, by emphasizing inclusivity.
  2. Enhance Accessibility: Use relatable influencers and engaging social content to shift perceptions of golf as exclusive and traditional.
  3. Promote Golf for Business and Leisure: Reinforce golf as a viable and beneficial tool for professional networking.

Research and Insights

Our primary research underscored several key insights:

  • Perception of Exclusivity: Many in our target audience viewed golf as an exclusive, unwelcoming sport. By repositioning golf as inclusive, we could bridge this gap.
  • Interest in Business Networking: A significant portion of our audience values golf as a business networking tool, with 28% of Millennials citing golf as an avenue to build professional relationships.
  • Lack of Social Media Representation: Nearly 64% of respondents indicated they seldom saw golf content on their social media feeds, creating an opportunity to boost exposure and engagement through digital channels.
      • Photo by saurav saha on Pexels

      Campaign Strategy

      Influencer Marketing
      The plan was to collaborate with a mix of golf professionals and relatable influencers to reshape golf’s image and foster a welcoming atmosphere:

      • Cameron Champ (150K followers) and Mariah Stackhouse (13K followers), who embody diversity in golf, advocated for inclusivity.
      • Manolo Teaches Golf (832K followers), a popular Hispanic influencer, brought an approachable, entertaining view of golf.
      • Each influencer shared tailored content, including “How-To” videos, challenges, and lifestyle vlogs to engage audiences with varying familiarity with golf.

      2. Big Events and Partnerships
      In-person events were key to connecting with our target audiences:

      • Charity Tournaments: Partnered with organizations like Jack & Jill and the National Black Chamber of Commerce to emphasize golf’s networking potential.
      • Community Events with The Concilio and ALPFA: Hosted events targeting Hispanic professionals, introducing golf as a leisure and networking activity.
      • These events provided experiential touchpoints, encouraging attendees to see golf as inclusive and beneficial for both personal and professional development.

      3. Social Media Tactics
      With 72.5% of the U.S. population active on social media, digital engagement was critical:

      • Platform Mix: Leveraged Instagram, Snapchat, TikTok, and YouTube to reach Millennials and Gen Z audiences with a preference for short, engaging content.
      • Content Tactics: Used visually appealing posts to promote PGA events and short videos demonstrating accessibility and affordability of golf. A dedicated mascot, “Birdie the Eagle,” was introduced to add a memorable and friendly face to the campaign.
      • Google Ads: Positioned the PGA as a top result for golf-related searches to ensure high visibility across digital channels.

      Results and Expected Outcomes

      While this case study reflects a strategic plan rather than implemented results, the projected outcomes include:

      • Enhanced Audience Reach: With influencer impressions estimated at over 1 million and social media ads targeted to generate over 13 million impressions, the campaign aimed to significantly increase golf’s exposure among younger, multicultural and diverse audiences.
      • Improved Brand Perception: By aligning with influential partners and diversifying PGA’s image, we anticipated a positive shift in perceptions of golf as an accessible and inclusive sport.

      Conclusion

      This campaign exemplifies a thoughtful, data-driven approach to inclusivity in sports marketing. Through integrated digital and event strategies, our work with the PGA demonstrates how strategic partnerships, relatable content, and well-aligned influencers can drive meaningful change in audience perception and engagement.