Golf Month 2016: A wrap-up

Published on 11th April 2017 in Latest News

Golf Month is a national campaign to drive golf participation around Australia, focusing on re-engaging lapsed golfers and connecting with those interested in trying golf. Although still in its infancy, the 2016 edition demonstrated that the Australian golf industry is capable of aligning around national initiatives.

Throughout the month of October 2016, golf clubs and facilities conducted a variety of activities to encourage golfers – both new and returning – to play golf. The only requirement for clubs and facilities to participate was to run at least one activity or offer during October.

These activities included MyGolf and Swing Fit, ‘come and try’ clinics, open days and family days, which were complemented by innovative ideas, opportunities to experience new formats of the game (e.g. footgolf) and inclusive golf programs (delivered in partnership with Empower Golf).

The national media campaign was developed based on insights from media partner Nunn Media and ran across regional television, metro (ATN) radio, paid search, Facebook and Yahoo Native.

Golf Month received good support from the Australian golf industry in 2016 and Golf Australia is especially grateful to Brianna Earle and Greg Oakford from Golf Victoria, whose involvement was significant and extremely valuable.

Despite a poor month of weather, the 2016 campaign saw a 64% increase in active Golf Month facilities across Australia to 435 and a 51% increase in activities and offers – to a total of 1,357. NSW, QLD and TAS delivered well in excess of 100% (year on year) growth in the number of active facilities, whilst VIC also performed strongly.

The appointment of Caddie to create a TVC and video content for digital and social media was a huge success – the content was praised within the industry and resonated strongly with consumers.

The 2016 campaign received positive feedback from clubs and facilities and drove significantly more website traffic than its 2015 counterpart. In fact, we had more than two and a half times as many users of the Golf Month website in 2016, with more than a third of tracked visitors defining themselves as new to golf.

Clubs and facilities generally felt well supported, but gathering important data from them is becoming a significant issue as Golf Month grows, making it exceptionally hard to build an accurate picture of the program’s successes and challenges (only 21% of clubs and facilities completed the survey and less than 15% submitted their competition forms).

Significant opportunities exist to improve Golf Month in 2017, which the team is looking at closely. For example, we hope to:

  • Enable online registration for events and activities

  • Share the campaign’s creative assets directly with clubs and facilities to post on their own channels; and

  • Further facilitate the sharing of best practice

Where national efforts were supplemented by local energy, enthusiasm, marketing and communications capability and a proactive approach, great things happened in 2016. In particular, kudos goes to Bairnsdale, Rich River and Bayview golf clubs, whose initiatives attracted new members and truly engaged their local communities.

In 2017 we’re looking forward to seeing more clubs and golf facilities take the opportunity to promote their venues by holding special activities during the Golf Month campaign.

Start your planning for October now by visiting http://www.golfmonth.com.au/.  Details of the 2017 campaign will be available on 1 May.
Also, you can contact the MyGolf team by email golfmonth@golf.org.au

 

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