Over the three seasons we have been working on this campaign, we have conducted many interviews with an array of PGA Professionals around the world – from tour stars to world-famous coaches, directors of golf, golf club managers, golf club owners, YouTube stars and club professionals. We have also spoken to the students of today and the PGA Members of tomorrow to make the content relatable as well as inspirational to our target audience.
Once we had created a suite of bespoke assets, we were able to use them in print, on the Draft website, as creative for third-party media, on social media campaigns and in digital newsletters.
We were able to target the relevant audience via traditional media, social and Google’s Ad Network. The result? Application numbers that were 350% up on 2019 and applications that were 170% more relevant. That trend has continued throughout the three years we have been working on the project.