The PGA of America tasked our team with the challenge of diversifying its audience by engaging younger, affluent African American and Hispanic individuals, ages 23-40, in traditional on-grass golf. To address this, our strategy focused on reshaping perceptions of golf as an inclusive, appealing sport by highlighting its social and business benefits.
Our approach combined influencer marketing, social media engagement, and event partnerships, strategically targeting two main personas—Networkers, who see golf as a networking opportunity, and Stealth Wealth individuals, who value golf’s exclusivity. This multi-channel campaign positioned the PGA to foster deeper connections with diverse audiences, ultimately driving interest and participation in the sport.
As the lead copywriter for this project, I crafted the messaging and language that unified the campaign’s vision of inclusivity and strategic engagement. I collaborated closely with our graphic designer to structure a visually compelling and professional Marketing Plan Book and a presentation, which we presented to the PGA. My role was to ensure that every aspect of our content—from the audience profiles to the campaign’s tactics—was clear, persuasive, and aligned with our research insights. Together, we designed a cohesive presentation that not only resonated with PGA stakeholders but I also won Best Pitcher at our agency for its clarity, creativity, and impact. This recognition highlighted the effectiveness of my storytelling and our ability to position the PGA as a forward-thinking, inclusive organization ready to welcome diverse audiences into the sport.
