Golf.Golf is an exciting new initiative by The R&A to attract new golfers into the game by making it more accessible than ever before.
The R&A are utilising the Played platform to provide an end to end experience helping people move from being inspired to play through innovative marketing campaigns to signing up for a beginner programme in a few clicks.
The Golf.Golf team at the R&A are focused on making golf as inclusive as possible for everyone by increasing participation in underrepresented areas.
We caught up with Lisa from the Golf Development team @ The R&A to learn more about her and the team's experience working with Played.
“Last year we ran a Women’s Get Confident in the Basics session targeting the mums of the juniors we already coached but didn’t get the same level of pickup. When we launched the same sessions on the Golf.Golf platform we were sold out in 24 hours with lots more people phoning up to enquire about it” Joyce Boyd @ Westhill.
“We wanted to eliminate the perception that it is difficult to get involved in golf… the simple and easy user experience of the platform was perfect in helping us achieve this”
“Our efforts felt intangible as we were not able to access all the data and insights we needed from our campaign. It was unclear what messaging worked and what messaging actually converted interest into people taking part”
“We noticed firsthand the success England Golf’s Girls Golf Rocks had with Played and immediately saw the potential to scale up programmes across all of our affiliates”
“Played has helped us to create an end to end consumer journey which enables participants to discover, book and pay for beginner golf programmes near them with ease”
“Played makes it as easy for venues to set up their beginner courses and sessions as it is for participants to sign up to them”
“We love taking online payments, it’s easy, straightforward and help is always at hand” (Golf.Golf venue)
“Over 50% of bookings have come outside the 9-5 hours Monday to Sunday”
“The Played platform has helped us grow the game for non-golfers”
“The insights have helped us to market to a wider audience and increase our member base”
“Working with Played has been the easiest part of this Golf.Golf journey, they provide a really good customer experience through their willingness and openness to accept new ideas and feedback”
“Everything looks beautiful! It’s all so streamlined and professional”