GOLF CANADA STRATEGIC PLAN 2019-2022
Thank you The Future For Golf in Canada Strategic Plan 2019-2022 GOLF CANADA STRATEGIC PLAN 2019-2022
2020 GOLF CANADA STRATEGIC PLAN 2019-2022
To be a world Être un leader Vision leader in golf. mondial du golf. GOLF CANADA STRATEGIC PLAN 2019-2022
To increase Accroître la Canadian participation Mission participation and et l’excellence excellence in golf. canadienne au golf. GOLF CANADA STRATEGIC PLAN 2019-2022
Fun Plaisir Excellence Excellence Values Inclusion Inclusion Respect Respect Accountability Responsabilité GOLF CANADA STRATEGIC PLAN 2019-2022
125 Ans
Throughout 2020, Golf Canada will be celebrating its 125th anniversary as stewards of the sport, undertaking various initiatives throughout the year to highlight its storied history and key moments in Canadian golf as part of its Golf Canada 125 campaign. GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Services de golf Strategic Sport Sport Championships Championnats Commercial Commercialisation Priorities Relationships Rapports GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Our Goal
In collaboration with our provincial, national,and international partners, provide resources and services to drive value and growth to our entire membership including all golfers and facilities.
Membership / Member Services
Handicap/Course Rating Heritage
Rules GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services 2019 Gold Member 100% Conversion GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services 2019 Stability & Driving Value GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services 2020 Public Player Acquisition & Digital Engagement GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Modernized Rules of Golf GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services World Handicap System GOLF CANADA STRATEGIC PLAN 2019-2022
Sport Our Goal
To increase participation in golf through a variety of engaging programs by providing leadership, resources and education while developing Canadian athletes to perform consistently at the highest levels of the sport.
Participation Grow the Game.
High Performance GOLF CANADA STRATEGIC PLAN 2019-2022
Sport – Participation, Grow the Game Future Links & Golf in Schools GOLF CANADA STRATEGIC PLAN 2019-2022
Sport – Participation, Grow the Game 2020 Outlook & Strategy GOLF CANADA STRATEGIC PLAN 2019-2022
Sport – Participation, Grow the Game Golf Fore The Cure GOLF CANADA STRATEGIC PLAN 2019-2022
Sport – High Performance Teams GOLF CANADA STRATEGIC PLAN 2019-2022
Sport – High Performance Coaching GOLF CANADA STRATEGIC PLAN 2019-2022
Sport – High Performance Golf Canada’s National Training Centre at Bear Mountain GOLF CANADA STRATEGIC PLAN 2019-2022
Sport – High Performance Tokyo 2020
TOKYO GOLF CANADA STRATEGIC PLAN 2019-2022
Sport – High Performance Sport Leadership GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships Our Goal
Elevate our National Open Championships to premier, internationally recognized tournaments that are must attend events for players, spectators and corporate partners. GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships RBC Canadian Open GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships CP Women’s Open GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships Canadian Success on TOUR GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships PGA TOUR Success GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships Canadians on TOUR GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships Canadians at The Masters
Rules Official GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships LPGA TOUR Success Brooke Henderson wins 2019 Meijer LPGA Classic to break Canadian victory record with nine GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships LPGA TOUR Success GOLF CANADA STRATEGIC PLAN 2019-2022
Professional Championships Provincial Association Connections
BROMONT INVITATIONAL GOLF CANADA STRATEGIC PLAN 2019-2022
Amateur Championships Our Goal
Enhance the overall experience at our Amateur Championships to provide an environment that promotes participation and development at the highest level. GOLF CANADA STRATEGIC PLAN 2019-2022
Amateur Championships World Junior Girls GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial Our Goal
Develop world-class sport properties and integrated marketing platforms that enhance the Golf Canada brand while delivering sustainable, profitable revenues to maximize our reinvestment into the sport.
Professional Championships
Partnerships
Marketing, Communications & Brand Development GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial – Partnerships Title Sponsors GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial – Partnerships Premier Partners GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial – Partnerships Partners GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial – Partnerships New Partners GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial - Marketing, Communications & Brand Development Digital Marketing GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial - Marketing, Communications & Brand Development Communications GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial - Marketing, Communications & Brand Development Brand GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial - Marketing, Communications & Brand Development Brand GOLF CANADA STRATEGIC PLAN 2019-2022
Relationships Our Goal
Establish deeply connected and mutually beneficial relationships with Canadian and International partners. GOLF CANADA STRATEGIC PLAN 2019-2022
Relationships Partners GOLF CANADA STRATEGIC PLAN 2019-2022
Relationships National Golf Day: May 12, 2020 Golf Canada is fully committed to fostering a safe sport environment for golf.
All golf enthusiasts deserve to organization. In addition, an Ethics participate and compete in an Commissioner has been appointed environment free from with a mechanism for internal and harassment, abuse or external access and we have the discrimination, regardless of following safe sport policies in place: gender identity or expression, race, religion, language, age and • Recognition and Prevention of ability. Harassment and Violence Policy • Recognition and Prevention of Together with the PGA of Canada Abuse Policy as proud signatories of the • Whistleblower Policy Responsible Coaching Movement • Volunteer and Staff Screening pledge, Golf Canada supports the Policy need for training and education • Code of Ethics platforms as well as enhanced • Code of Conduct policies and compliance • Junior Code of Conduct procedures. • Parent/Spectator Code of Conduct
Golf Canada is also proud to Golf Canada is fully aligned with the implement Respect Group training important work of Sport Canada in this across our organization including critical issue and encourage all those mandatory Respect in the connected with our sport – athletes, Workplace for all staff and Parents, coaches, staff, volunteers and corporate volunteers; for all club representatives – to maintain an coaches and and support staff and open dialogue to ensure a safe and Respect in Sport for Parents for supportive environment, without parents of National Team athletes. exception, across the Canadian golf These exceptional modules landscape. provide the base training and education for our broader
Golf Services Overview GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Our Goal
In collaboration with our provincial, national,and international partners, provide resources and services to drive value and growth to our entire membership including all golfers and facilities.
Membership / Member Services
Handicap/Course Rating Heritage
Rules GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Membership / Member Services
2019 2020
Gold Added Public Player Member Club Increased Member Benefits Acquisitions Facility Acquisitions Investment - Clubs Benefits Public Players GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Public Player Acquisitions Public Player Members 35,000 35,000
30,000
25,000 21,713
20,000 17,367
15,000
10,000
3,983 4,061 3,685 5,000 3,531 3,620 3,050 2,761 2,582 1,858 2,071 1,594 684 706 1,170 797 404 142 218 132 196 367 544 638 286 - Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct TOTAL 2018 2019 2020 Target GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Rules of Golf Modernization
Online Rules Club National Academy seminars Referees GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services World Handicap System GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Amateur Status Modernization
Announcement Feedback Process GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Amateur Championships
Hosting Player International Golfers with Strategy Recruitment Partnerships Disabilities GOLF CANADA STRATEGIC PLAN 2019-2022
Golf Services Golfers with Disabilities
Commercial Overview GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial Our Goal
Develop world-class sport properties and integrated marketing platforms that enhance the Golf Canada brand while delivering sustainable, profitable revenues to maximize our reinvestment into the sport. GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial Golf Canada Sport Properties GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial Strategic Pillars
1. Professional 2. Marketing, 3. Partnerships Championships Communications & Brand Development GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial Professional Championships Establish the RBC Canadian Open and the CP Women’s Open as inspiring national sports properties that attract fans, media, volunteers and corporate Canada GOLF CANADA STRATEGIC PLAN 2019-2022 GOLF CANADA STRATEGIC PLAN 2019-2022
• 2019 +15% to PY • 2019 +122% to PY • Attendance 45,000 • 2 sold out days • 2020 +8% to PY • Attendance 120,000 • 2020 +20% to PY GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial Marketing, Communications & Brand Development Elevate engagement with the golf consumer to build the Golf Canada brand GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial - Marketing, Communications & Brand Development Key Priorities
Launch digital Drive consumer Become the network to enrich the outreach through voice of golf conversation with our social and digital in Canada membership base GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial Partnerships Drive revenue growth and profit enhancement that support Golf Canada’s reinvestment objectives GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial - Partnerships Key Priorities RED
WHITE
Build integrated Leverage the Deliver significant long-term media digital network partner value partnership as a commercial across all Golf platform Canada properties GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial - Partnerships Golf Town
BENEFITS CHALLENGES CHANGES FOR 2020 • Strong contributor • Access to • Partnership to golf membership expired 2019 • Retail competitor • Pause in 2020 GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial - Partnerships Partnership Membership Benefits Audi GOLF CANADA STRATEGIC PLAN 2019-2022
Commercial - Partnerships Coming in Spring NEW
• Patronize your pro initiative • Membership communication on digital network
CHAMPIONSHIPS
HERITAGE
MEMBERSHIP COMMUNICATIONS
AM CHAMPS
FOUNDATION MARKETING
PARTNERSHIPS PARTNERSHIPS
Digital Marketing Overview GOLF CANADA STRATEGIC PLAN 2019-2022
Data, digital marketing and the… The Public Player GOLF CANADA STRATEGIC PLAN 2019-2022
Research & Digital Marketing
Understand Informed Flawless the consumer go-to-market execution strategy GOLF CANADA STRATEGIC PLAN 2019-2022
Digital Products
Strategic Consumer Drive digital first focus engagement roadmap GOLF CANADA STRATEGIC PLAN 2019-2022
Data Services
Capture Tailor and Collaborate consumer target with clubs to data across marketing leverage data touchpoints with a data for marketing approach opportunities
RBC Canadian Open Overview GOLF CANADA STRATEGIC PLAN 2019-2022
2020 RBC Canadian Open
Our Goal
The RBC Canadian Open is a must attend event for players, spectators and partners, that is a premium sport and entertainment experience for the entire family while celebrating community and the game of golf in Canada. GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open Pillars of the Event Golf Food Music GOLF CANADA STRATEGIC PLAN 2019-2022
ProfessionalRBC Canadian Championships Open PGACanadian TOUR Players Success GOLF CANADA STRATEGIC PLAN 2019-2022
TEAM RBC
ProfessionalRBC Canadian Championships Open RBCTeam Canadian RBC Open 2 GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open Marquee Names GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open Exemption Strategy GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open Signature Events GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open RBCxMusic Concert Series GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open The Fare Way GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open The Rink GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open Youth Initiative GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open RBC Hall of Fame Day GOLF CANADA STRATEGIC PLAN 2019-2022
RBC Canadian Open Golf Canada Foundation GOLF CANADA STRATEGIC PLAN 2019-2022
$82M RBC Canadian Open ECONOMIC Impact IMPACT $2M+ CHARITY/COMMUNITY IMPACT
CP Women’s Open Overview CP Women’s Open
Provide a Maintain a best Elevate the Leave a legacy platform for in class field championship in host Canadian strength experience communities athletes CP Women’s Open Exemption Strategy CP Women’s Open Field Strength CP Women’s Open Elevating The Championship Experience CP Women’s Open Community Engagement