ENGLAND GOLF

Posted on April 4, 2016

Client:   England Golf

Objective:   Get Into Golf Monitoring & Evaluation

Get Into Golf is one of the vehicles designed to deliver part of England Golf’s strategic plan – Raising Our Game – specifically that of increasing the number of golfers and members.

The campaign, a national initiative aimed at inspiring adults to take up golf and play golf more frequently, is delivered throughout England by golf clubs and through PGA Professionals.

SPORTS MARKETING SURVEYS INC. was appointed by England Golf to develop a research study aimed to monitor the success of the Get Into Golf programmes and provide insight into the individuals who participated in any of the sessions run. In addition, SMS INC. were tasked to explore the motivations and perception of golf amongst other key target groups such as female golfers, lapsed golfers and those not affiliated to a golf club – “independent golfers”.

Solution(s)

SMS INC. devised multiple projects, both quantitative and qualitative, to address England Golf’s insight objectives including:

Richard Flint, England Golf Participation & Club Support Director commented:

“It is really important for England Golf to understand the impact locally of the Get into golf campaign so that it can be continually improved and refined based on the needs and wants of the customer.  Commissioning SMC INC. to develop and implement the research study gives us the confidence that the insight will be robust and relevant.”

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