2025
NYC
CASE STUDY
MAKE GOLF YOUR THING
ORLANDO
GOLF’S ROLE AS A CATALYST FOR EQUITY & INCLUSION AND THE MOVEMENT THAT ENSURES IT
GOLF’S ROLE AS A CATALYST FOR EQUITY & INCLUSION AND THE MOVEMENT THAT ENSURES IT
ABOUT
When the PGA Tour and golf’s other governing organizations decided it was time to communicate and ensure that everyone, no matter their socio-economic status, skin color, sexual orientation or ability, had a place across the sport, they called At Large. The aim was to make golf more inclusive, while also guaranteeing its future.
When the PGA Tour and golf’s other governing organizations decided it was time to communicate and ensure that everyone, no matter their socio-economic status, skin color, sexual orientation or ability, had a place across the sport, they called At Large. The aim was to make golf more inclusive, while also guaranteeing its future.
THE BIG PICTURE
MAKE GOLF YOUR THING
BEFORE INSPIRING OTHERS, INSPIRE YOURSELVES
BEFORE INSPIRING OTHERS, INSPIRE YOURSELVES
OVERVIEW
The pandemic and new technology that has given broader access to the game of golf has fueled a surge in women and minorities taking interest in the game. Capitalizing on that momentum would ensure a shared understanding of the positive social value of the sport across communities, today and tomorrow.
In collaboration with our strategy partner L'institut Idée (LI), we defined new audience segments and set a communications strategy for action and growth, renewing excitement, successfully positioning The Make Golf Your Thing & The World Golf Foundation as a movement for change.
The pandemic and new technology that has given broader access to the game of golf has fueled a surge in women and minorities taking interest in the game. Capitalizing on that momentum would ensure a shared understanding of the positive social value of the sport across communities, today and tomorrow.
In collaboration with our strategy partner L'institut Idée (LI), we defined new audience segments and set a communications strategy for action and growth, renewing excitement, successfully positioning The Make Golf Your Thing & The World Golf Foundation as a movement for change.
THE PROCESS
MAKE GOLF YOUR THING
HOW IT CAME TO LIFE
HOW IT CAME TO LIFE
CULTURAL INSIGHTS
01
We conducted an extensive Landscape Analysis that outlined the state of golf and cultural context in which the sport sits.
We conducted an extensive Landscape Analysis that outlined the state of golf and cultural context in which the sport sits.
BRAND POSITIONING
02
With our partner L'institut Idée (LI), we planned two days of workshops at the PGA Tour HQ, hosting advocates from across the sport.
With our partner L'institut Idée (LI), we planned two days of workshops at the PGA Tour HQ, hosting advocates from across the sport.
STAKEHOLDER ALIGNMENT
03
The critical, in-person collaboration unearthed deeply held beliefs and needs of audiences both inside and outside the golf ecosystem.
The critical, in-person collaboration unearthed deeply held beliefs and needs of audiences both inside and outside the golf ecosystem.
COMMUNICATIONS STRATEGY
04
Working with stakeholders, we outlined new audience segments and set a communications strategy for action and growth.
Working with stakeholders, we outlined new audience segments and set a communications strategy for action and growth.
PARTNERSHIP DEVELOPMENT
05
By bringing everyone to the table, we renewed excitement across the organization and amongst partners (website revamp, etc.).
By bringing everyone to the table, we renewed excitement across the organization and amongst partners (website revamp, etc.).
BRAND ACTIVATIONS
06
By positioning MGYT as a movement and shoring up executive stakeholder alignment, we set in motion key activations that all lattered to a core brand strategy.
By positioning MGYT as a movement and shoring up executive stakeholder alignment, we set in motion key activations that all lattered to a core brand strategy.
Project Partners:
Project Partners:
L'Institut Idée
L'Institut Idée
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