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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