Messaging Guidelines.indd
PGA MESSAGING GUIDELINES
Target Audience/Intended Use: The PGA of America messaging handbook is designed to help all PGA Professionals, PGA employees and PGA partners clearly understand and consistently communicate who The PGA is, what The PGA does, and the value we provide to our customers. As the official guide on how to talk about The PGA, the messaging in this document becomes effective January 16, 2008. On that date, all previous messaging is officially retired and this new messaging and language replaces it in concert with our new Brand strategy.
Basic Messaging Principles: What services do we provide? What essential value do we provide to customers? These are the answers that every PGA Professional, PGA employee and PGA partner should memorize and repeat, in one voice, at every opportunity.
Our Vision:
To grow the game of golf for everyone
What do we provide:
• Instruction, enjoyment of the game • Education/Training and member benefits for our 28,000 men and women Professionals
Mission Statement:
Since 1916, the PGA’s mission has been twofold; to establish and elevate the standards of the profession and to grow interest and participation in the game of golf. By establishing and elevating the standards of the golf profession through world-class education, career services, marketing and research programs, the Association enables PGA Professionals to maximize their performance in their respective career paths and showcases them as experts in the game and in the $75 billion golf industry. By creating and delivering dramatic world-class championships and exciting and enjoyable golf promotions that are viewed as the best of their class in the golf industry, the PGA elevates the public’s interest in the game, the desire to play more golf, and ensures accessibility to the game for everyone, everywhere. The PGA brand represents the gold standard, the very best in golf. .
PGA of America tagline:
The Experts in the Game and Business of Golf
1
basic messaging principles
The PGA of America Brand: The best brands in the world create an emotional connection with the customer, this is called brand value. That value – emotional bond – can become the deciding factor In the customers loyalty to the PGA Professional, the facility, the experience. It can also be instrumental in driving demand for the services and products of the PGA Professional through word– of-mouth. This is especially true and relevant with the game of golf. Golf is a game that quite frankly is built around emotions and the PGA Professional is the heartbeat of this emotional tie. However, the emotional bond created by a powerful brand value doesn’t just appear. You have to make it happen by obsessively focusing on meeting the needs of customers with an experience that their customers can get nowhere else. We would call that “The PGA Experience.”
Messaging Principles: When someone asks “Who is The PGA of America and what do you do?” How should you answer? The PGA is the world’s largest working sports organization comprised of more than 28,000 men and women golf Professionals who are the recognized experts in growing, teaching and managing the game of golf.
As an Association, we provide world-class education and training programs to ensure our members have the skills that today’s employers command and to make sure golfers have the best possible experience when they go to a facility that is managed by a PGA Professional. Most of all, we are the connection to the game. We want to provide everyone who has the desire to play with an opportunity to enjoy the game. The PGA has a two-fold mission: grow interest in the game through outreach and skill development programs, and elevate the standards of the profession by recruiting, training and supporting members in their work to manage the business of golf.
The difference between the PGA Tour and The PGA of America:
The PGA Tour and The PGA of America were affiliated until 1968, when tournament players, a subset of the membership, broke away to form a Tournament Players Division and gain control of their finances and tournament schedule. The tournament players’ group was later renamed the PGA Tour in 1975. Both The PGA of America and PGA Tour continue today as allies in promoting the game.
We are a leading organization in golf that has a huge stake in the $195 billion-a-year golf industry. We own and manage premier spectator events such as the PGA Championship, one of golf ’s four majors, the Ryder Cup, the Senior PGA Championship and the PGA Grand Slam of Golf.
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MessageS
All Audiences:
For more than 90 years, The PGA of America and its 28,000 men and women golf Professionals have served as the experts in the game and business of golf. • T he education, training, certification process firmly positions The PGA of America and its members as respected experts in the game and business of golf. • By establishing and elevating the standards of the golf profession through worldclass education, career services, marketing and research programs, the Association enables PGA Professionals to maximize their performance in their respective career paths and showcases them as experts in the game and in the $75 billion golf industry. • PGA of America members can claim this role as only they have completed a rigorous education and training process based on the standards of the Association. Today, PGA of America members must complete the Professional Golf Management (PGM) program, which requires more than 600 hours of work and study (average 2.5-3 years). In addition, all must pass a test of their playing skill through the Player Ability Test. Only one in every 10 people who aspire to be PGA Professionals meet these standards. • Many PGA Professionals are graduates of The PGA’ssanctioned PGM Program, now at 20 colleges and universities around the country.
Playing Public:
PGA Professionals have the expertise to help you improve your skills and enjoyment of the game. • M en, women, young adults and children who are interested in improving their game, learning the game or selecting the right equipment, turn to PGA Professionals knowing that PGA Professionals have an unparalleled understanding of the game and have demonstrated a commitment to deliver a fulfilling golf experience. • PGA Professionals are highly skilled players who understand the nuances of the game including shot making, course management, rules and equipment. • PGA Professionals widely coach PGA and LPGA Tour professionals. • The nationally successful program, Play Golf America, is designed to increase participation among new and occasional adult golfers and families through innovative consumer-friendly golf programs.
Golf Industry:
PGA Professionals have unmatched, diverse business and management skills in the game of golf. • P GA Professionals understand the changing dynamics of the golf industry. • Today’s PGA Professionals undergo rigorous training, certification, and more than 600 hours of work/study education. Extensive training in The PGA’s comprehensive PGA Certified Professional Program provides the educational foundation that is unparalleled in the sports industry. The PGA Professional is not only a talented teacher and player, but also an expert tournament director, merchandiser, rules administrator, businessperson and community leader. • Many PGA Professionals are graduates of The PGA’ssanctioned PGM Program, now at 20 colleges and universities around the country. • There are 24 categories of PGA Professionals, from traditional teachers and head professionals to facility owners/operators, golf media, manufacturers and other executive positions in the golf industry. • The industry recognizes PGA Professionals as the gold standard, the best-trained individuals to actively manage golf-related businesses.
Golf Fan:
PGA Professionals are the undisputed experts in teaching the game of golf and making golf enjoyable for everyone, everywhere. • B y creating and delivering dramatic world-class championships and exciting and enjoyable golf promotions, The PGA elevates the public’s interest in the game, the desire to play more golf and ensures accessibility to the game for everyone. • Hosting major championships such as the PGA Championship, the Ryder Cup, the Senior PGA Championship and the PGA Grand Slam of Golf, while delivering a first-class championship experience for golf fans to be entertained. • PGA Professionals help improve golfers’ skills and enjoyment of the game. • The nationally successful program, Play Golf America, is designed to increase participation among new and occasional adult golfers and families through innovative consumer-friendly golf programs.
3
Target Audience/Intended Use: The PGA of America messaging handbook is designed to help all PGA Professionals, PGA employees and PGA partners clearly understand and consistently communicate who The PGA is, what The PGA does, and the value we provide to our customers. As the official guide on how to talk about The PGA, the messaging in this document becomes effective January 16, 2008. On that date, all previous messaging is officially retired and this new messaging and language replaces it in concert with our new Brand strategy.
Basic Messaging Principles: What services do we provide? What essential value do we provide to customers? These are the answers that every PGA Professional, PGA employee and PGA partner should memorize and repeat, in one voice, at every opportunity.
Our Vision:
To grow the game of golf for everyone
What do we provide:
• Instruction, enjoyment of the game • Education/Training and member benefits for our 28,000 men and women Professionals
Mission Statement:
Since 1916, the PGA’s mission has been twofold; to establish and elevate the standards of the profession and to grow interest and participation in the game of golf. By establishing and elevating the standards of the golf profession through world-class education, career services, marketing and research programs, the Association enables PGA Professionals to maximize their performance in their respective career paths and showcases them as experts in the game and in the $75 billion golf industry. By creating and delivering dramatic world-class championships and exciting and enjoyable golf promotions that are viewed as the best of their class in the golf industry, the PGA elevates the public’s interest in the game, the desire to play more golf, and ensures accessibility to the game for everyone, everywhere. The PGA brand represents the gold standard, the very best in golf. .
PGA of America tagline:
The Experts in the Game and Business of Golf
1
basic messaging principles
The PGA of America Brand: The best brands in the world create an emotional connection with the customer, this is called brand value. That value – emotional bond – can become the deciding factor In the customers loyalty to the PGA Professional, the facility, the experience. It can also be instrumental in driving demand for the services and products of the PGA Professional through word– of-mouth. This is especially true and relevant with the game of golf. Golf is a game that quite frankly is built around emotions and the PGA Professional is the heartbeat of this emotional tie. However, the emotional bond created by a powerful brand value doesn’t just appear. You have to make it happen by obsessively focusing on meeting the needs of customers with an experience that their customers can get nowhere else. We would call that “The PGA Experience.”
Messaging Principles: When someone asks “Who is The PGA of America and what do you do?” How should you answer? The PGA is the world’s largest working sports organization comprised of more than 28,000 men and women golf Professionals who are the recognized experts in growing, teaching and managing the game of golf.
As an Association, we provide world-class education and training programs to ensure our members have the skills that today’s employers command and to make sure golfers have the best possible experience when they go to a facility that is managed by a PGA Professional. Most of all, we are the connection to the game. We want to provide everyone who has the desire to play with an opportunity to enjoy the game. The PGA has a two-fold mission: grow interest in the game through outreach and skill development programs, and elevate the standards of the profession by recruiting, training and supporting members in their work to manage the business of golf.
The difference between the PGA Tour and The PGA of America:
The PGA Tour and The PGA of America were affiliated until 1968, when tournament players, a subset of the membership, broke away to form a Tournament Players Division and gain control of their finances and tournament schedule. The tournament players’ group was later renamed the PGA Tour in 1975. Both The PGA of America and PGA Tour continue today as allies in promoting the game.
We are a leading organization in golf that has a huge stake in the $195 billion-a-year golf industry. We own and manage premier spectator events such as the PGA Championship, one of golf ’s four majors, the Ryder Cup, the Senior PGA Championship and the PGA Grand Slam of Golf.
2
MessageS
All Audiences:
For more than 90 years, The PGA of America and its 28,000 men and women golf Professionals have served as the experts in the game and business of golf. • T he education, training, certification process firmly positions The PGA of America and its members as respected experts in the game and business of golf. • By establishing and elevating the standards of the golf profession through worldclass education, career services, marketing and research programs, the Association enables PGA Professionals to maximize their performance in their respective career paths and showcases them as experts in the game and in the $75 billion golf industry. • PGA of America members can claim this role as only they have completed a rigorous education and training process based on the standards of the Association. Today, PGA of America members must complete the Professional Golf Management (PGM) program, which requires more than 600 hours of work and study (average 2.5-3 years). In addition, all must pass a test of their playing skill through the Player Ability Test. Only one in every 10 people who aspire to be PGA Professionals meet these standards. • Many PGA Professionals are graduates of The PGA’ssanctioned PGM Program, now at 20 colleges and universities around the country.
Playing Public:
PGA Professionals have the expertise to help you improve your skills and enjoyment of the game. • M en, women, young adults and children who are interested in improving their game, learning the game or selecting the right equipment, turn to PGA Professionals knowing that PGA Professionals have an unparalleled understanding of the game and have demonstrated a commitment to deliver a fulfilling golf experience. • PGA Professionals are highly skilled players who understand the nuances of the game including shot making, course management, rules and equipment. • PGA Professionals widely coach PGA and LPGA Tour professionals. • The nationally successful program, Play Golf America, is designed to increase participation among new and occasional adult golfers and families through innovative consumer-friendly golf programs.
Golf Industry:
PGA Professionals have unmatched, diverse business and management skills in the game of golf. • P GA Professionals understand the changing dynamics of the golf industry. • Today’s PGA Professionals undergo rigorous training, certification, and more than 600 hours of work/study education. Extensive training in The PGA’s comprehensive PGA Certified Professional Program provides the educational foundation that is unparalleled in the sports industry. The PGA Professional is not only a talented teacher and player, but also an expert tournament director, merchandiser, rules administrator, businessperson and community leader. • Many PGA Professionals are graduates of The PGA’ssanctioned PGM Program, now at 20 colleges and universities around the country. • There are 24 categories of PGA Professionals, from traditional teachers and head professionals to facility owners/operators, golf media, manufacturers and other executive positions in the golf industry. • The industry recognizes PGA Professionals as the gold standard, the best-trained individuals to actively manage golf-related businesses.
Golf Fan:
PGA Professionals are the undisputed experts in teaching the game of golf and making golf enjoyable for everyone, everywhere. • B y creating and delivering dramatic world-class championships and exciting and enjoyable golf promotions, The PGA elevates the public’s interest in the game, the desire to play more golf and ensures accessibility to the game for everyone. • Hosting major championships such as the PGA Championship, the Ryder Cup, the Senior PGA Championship and the PGA Grand Slam of Golf, while delivering a first-class championship experience for golf fans to be entertained. • PGA Professionals help improve golfers’ skills and enjoyment of the game. • The nationally successful program, Play Golf America, is designed to increase participation among new and occasional adult golfers and families through innovative consumer-friendly golf programs.
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