The golf course management industry now has a more dynamic and integrated means to communicate with its customers through a new marketing program being introduced by the Golf Course Superintendents Association of America (GCSAA).
GCSAA’s Partner Recognition Program provides year-round exposure opportunities based upon a prescribed level of investment. GCSAA industry partners can choose among Platinum, Gold and Silver levels as a means to achieve marketing objectives. Each level provides partners unique communications and recognition options to position themselves in the marketplace. Vehicles in the program include the Golf Industry Show, GCSAA Education Conference, Golf Course Management magazine, media communications, and GCSAA.org. Additional opportunities for exposure within GCSAA membership, committees, chapters, career services and others exist as well.
“The initial feedback from industry partners is this program offers them a better approach than in the past,” GCSAA Chief Executive Officer Steve Mona said. “Industry partners can participate in the Partner Recognition Program, which offers a strategic, diverse and ongoing means to communicate with members.”
Components of the program were developed based on feedback from industry. Among the most revealing findings was that 82 percent of golf course superintendents are more likely to purchase from a company that supports GCSAA. The association’s primary communications vehicles are the most read in the industry and are considered by industry the cornerstone of its marketing activities. Among the other features that companies desired in their marketing mix were to maximize year-round visibility, secure proprietary options and to engage in philanthropy in a strategic manner by supporting The Environmental Institute for Golf.
Mona indicated that the program would not only benefit industry, but GCSAA and its members as well.
“Marketing at its core is the transfer of information from one to another. Our members and their facilities will benefit because they will have an improved means to receive information from industry relating to new products, services, management programs, etc. That only enhances their ability to manage their golf course and ensure the economic vitality of the facility and the golfer’s enjoyment of the game.
“One aspect that should not be lost on anyone is that this is actually an investment program," Mona said. "The funds that industry provides to GCSAA are invested for the benefit of its stakeholders -- member superintendents, their facilities and the profession. The investments do not go to stockholders in the form of dividends or profits. They are put to work to develop education programs, conduct research, offer career resources, create information resources and develop tools. Without the support of industry, GCSAA would not have the ability to provide the resources to the benefit of its members and their employers. That is why we call our friends in the industry, partners. We are appreciative of their support and I know our members are as well.”
For more information on GCSAA’s Partner Recognition Program contact Mark Bisbing, GCSAA director of corporate marketing and sales at 800-472-7878, ext. 5150.
GCSAA is a leading golf organization and has as its focus golf course management. Since 1926, GCSAA has been the top professional association for the men and women who manage golf courses in the United States and worldwide. From its headquarters in Lawrence, Kan., the association provides education, information and representation to more than 21,000 members in more than 72 countries. GCSAA’s mission is to serve its members, advance their profession and enhance the enjoyment, growth and vitality of the game of golf. The association’s philanthropic organization, The Environmental Institute for Golf, works to strengthen the compatibility of golf with the natural environment through research grants, support for education programs and outreach efforts. Visit GCSAA at www.gcsaa.org. |