Reframing a sport to engage new and diverse generations of participants and players
Reframing a sport to engage new and diverse generations of participants and players
Demonstrates how we can work with a complex set of stakeholders to revolutionize how an entire sport positions itself for younger, diverse audiences.
Deliverables
- Brand purpose
- Audience psychographics
- Messaging framework
- Communications strategy
- Team alignment
Business Problem
The World Golf Foundation (WGF) is the non-profit arm of the “Big 4” in golf (PGA, PGA Tour, LPGA, USGA) and one of its most important initiatives is “Make Golf Your Thing”, aimed at engaging new diverse generations of younger participants and players into the game of golf. The initiative was off to a strong start in 2020, with the pandemic seeing a marked increase in golf participation. But by 2023, the initiative had slowed down considerably due to a lack of understanding amongst stakeholders as to its definition and purpose. Clarity was urgently needed.
Idea
Working closely with the leadership team and DEI experts At Large, the SMP and strategy sessions revealed that “Make Golf Your Thing” should be positioned as a “collaborative industry movement” rather than a mere initiative or campaign – one that engages a host of “allies” to evolve the game of golf. Working with At Large, a comprehensive communications strategy was developed to bring the new brand purpose to life across the industry.
L’Institut’s methodology is unexpected, unique, fun, and yet incredibly effective… it was delightfully refreshing to experience something new with a bit of mystery to it. The output of the session was equally inspiring and impressive, both energizing the cross-functional team and creating a model with layers of depth that enable both short- and long-term brand strategies.
Impact
The new purpose and messaging was introduced in January 2024 at the PGA Show, the largest trade show in the world of golf, and was met with unanimous support and enthusiasm from all of the commissioners of golf, including renowned CEO Seth Waugh, who said “This is the beginning of a new era for golf.”
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