Chapter Executives learn about two top initiatives at GCSAA and share successes and challenges during roundtable discussions
 GCSAA Outreach Strategies
Jeff Bollig, Director of Communications, shared with the attendees some of the details of GCSAA’s outreach efforts. Bollig detailed not only what GCSAA is doing to raise the awareness of the golf course superintendent to the golfing public, but why GCSAA is undertaking this campaign.
Past membership surveys indicated that our members wanted GCSAA to focus on elevating the golf course superintendent within the golfing community. To do this, GCSAA has embarked on a outreach campaign. Bollig shared the history behind different efforts and informed the attendees on what is currently underway. Some of the highlights of the presentation included:
What is meant by “outreach” and how is it valuable to not only GCSAA, but its chapters:
- GCSAA Outreach is another form of “marketing” our members
- Marketing can be defined as any activity that ads value to the entity.
- For golf course superintendents “value” is manifested in:
- Compensation
- Title/duties
- Respect
- Awareness
- Inclusion
- For GCSAA and chapters, “value” is manifested in:
- Membership metrics (numbers, retention, etc.)
- Ability to attract industry support
- Ability to attract partners for initiatives
- GCSAA membership surveys indicated that our members want GCSAA to focus on increasing the recognition of the golf course superintendent.
Current efforts:
- Paid media efforts include spots on The Golf Channel, in employer magazines and the sponsorship of the LPGA Agronomist.
- Presence at employer events and editorial placement in employer communication vehicles.
- Cooperative Chapter Outreach – this will begin in the second quarter of 2008. GCSAA will provide grants to a limited number of chapters to help them with their Media or Public Relations programs.
Making progress:
- GCSAA asked the National Golf Foundation (NGF) to do a “Golfer and Employer Perceptions and Attitudes” survey. The surveys were conducted in 1996, 2002 and 2006.
- 64% of golfers identified the superintendent as key to their enjoyment of the game. It was the top selection.
- 94% of golfers identified superintendents as key the economic vitality of the facility.
- In 2006, 99% of employers identified the golf course superintendent as key to the economic success of the golf facility.
- 84% of employers believe it is important for their superintendent to be a member of his/her professional organization.
Jeff Bollig also advised that a successful national outreach campaign must be complemented by a local “grassroots” effort. Therefore, chapters are critical to the success of these outreach efforts.
Things chapters can do:
- Develop a list of media contacts in your area
- Offer board and members media training.
- Establish a presence at professional golf events in your region.
- Distribute to media membership directories, monthly newsletters and news releases. The media will find a source for the information it needs. If the information they need is about golf course conditioning you need to be that source.
- Chapters could create events to help educate the golfing public. Such as, ball mark repair week, or lawn care tips sheets.
- Have a media day and play golf with the media in attendance.
- Chapters can “piggyback” their efforts with GCSAA’s national efforts by choosing to align their logo with the GCSAA logo. Grants will be made available to help in this transition.
If you would like to view the full presentation and handouts, you can do it here:
Golf Course Environmental Profile Project
Director of Environmental Programs, Greg Lyman, briefed the executives on the Golf Course Environmental Profile (GCEP). The profile consists of five surveys, four of which have been/are being conducted. The objective of the GCEP is to benchmark current features, practices and inputs and outputs on golf courses in the United States. The project will help document changes in environmental practices over time.
GCSAA will use the data gathered from these surveys to provide guidance to industry environmental efforts, and to help GCSAA as they provide comments on regulations that may impact the golf industry.
Lyman advised that there have been recent articles pertaining to golf’s environmental impact not just in local papers, but in national venues as well. He shared a slide highlighting some of the recent pieces. These articles illustrate why GCSAA needs solid data behind it as it tells the superintendents’ story as it pertains to golf and the environment.
The surveys that have been launched and finished so far have been successful. They’ve enjoyed a statistically valid rate of returned surveys. The fourth survey, Pesticide Use, is open now and will close March 15. Chapters are encouraged to help get the word out to members and non-members!
Lyman also shared that the results from the first survey, Turfgrass, Landscape and Environmental Stewardship, has been published in a scientific journal. This helps build the credibility of the information to environmental and media groups.
Results of the first survey:
View the full presentation:
Chapter Executives Roundtable Discussion
The chapter executives broke into small groups to discuss several questions that were handed out to each table. The questions covered membership recruitment, retention and engagement, meeting planning, working with allied associations and there was also an “open” topic. The groups were then asked to report back any innovative ideas or solutions that they shared at their tables. Here are some of the comments.
On tips and tools for meeting and events:
- Use email blasts to announce the meeting and to send reminders.
- Allow members to register for the meeting online.
- Select a venue that is attractive to the members.
- Create a “VIP Card”. The Southern Nevada GCSA has a VIP card where members can purchase. The cost of the card covers all chapter meetings with golf. There members like this idea, because they only have to have one check cut for the entire season.
- Ensure GCSAA service or education points are offered at each meeting. This helps boost attendance.
- Don’t hold meetings during members’ peak season.
- Keep the cost affordable for your membership.
On membership:
- One chapter has created a facility membership that allows low budget courses to join.
- Follow-up with all non-members that attend your conference. Send them a letter with a membership brochure.
- Have the president visit local turf schools. When they visit have them bring student applications.
- Have current members call non-members, or those who have let their membership lapse. Create “zones” in your chapter, so “neighbors” are calling each other.
- Allow vendor or affiliate members pass out membership brochures when they make calls to nonmember facilities.
- Waive the meeting fee for the first meeting a new member attends.
For more information, please contact Leann Cooper, chapter services manager.
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