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The MGA’s Strategic Collaboration: Leveraging Local Influencers to Grow Membership

In an era where reaching the right audience is crucial, the Metropolitan Golf Association (MGA) has showcased a remarkable example of knowing your market and utilizing the USGA’s influencer playbook to focus on membership growth. We recently spoke with Kevin Kline, the MGA’s Director of Member Services, about their innovative partnership with Gio Giannotti from the popular “Boomer and Gio” radio show and Golficity, a local content producer from New Jersey. This collaboration not only highlighted one of MGA’s public facilities but also dived into the importance of getting a handicap and how it works.

This collaboration is as grassroots as they come. Kline, an avid listener of the Boomer and Gio radio show, seized an opportunity when he discovered that Gio—who had been increasingly discussing golf on the air—would be appearing at a local liquor store. Armed with MGA swag and a strategy, Kline and his team approached Gio, igniting what would evolve into a highly successful partnership.

“It was just an opportunity I couldn’t pass up,” said Kline. “Gio didn’t know who we were or what we did, but he was appreciative, and the next morning, he was on air talking about us. It really took off from there.”

This approach underscores the importance of knowing your market. The MGA identified Gio’s audience as a perfect fit—primarily sports enthusiasts and potential golfers within the 25 to 45-year-old male demographic. By recognizing the unique opportunity in their local media landscape, where few others were discussing golf, the MGA tapped into a market eager to engage with the game. It’s also a great example of the importance of knowing your market and region as the types of people and content that will resonate will vary from market to market. 

The MGA’s collaboration also drew heavily from the USGA’s influencer playbook, which aims to promote golf and grow membership through strategic partnerships with influencers. By integrating the world handicap system into their content, they also provided valuable education while promoting the MGA’s services.

“We wanted to highlight a public facility and the importance of getting a handicap,” Kline explained. “With the USGA putting a lot of marketing behind the handicap system, it just made sense to incorporate that into our content.”

The result was a video that not only featured Gio and the Golficity team playing 18 holes but also provided a straightforward explanation of how the handicap system works. By choosing influencers with a significant following in the local community, the MGA was able to amplify their message and reach a broader audience.

One of the most significant outcomes of this collaboration has been the sustained engagement and brand awareness it has generated. The video has already had 14,000 views in just three weeks, and the conversation around it continues, with a big thanks to ongoing mentions by Gio and Boomer on their radio show. The content is also very authentic, which is key to success when undertaking these types of initiatives. 

“This video has been a gift that keeps on giving,” said Kline. “Whether it’s Gio wearing MGA swag on air or listeners calling in to talk about the video, it keeps the MGA in the spotlight.”

The MGA has been strategic in its use of the content, breaking it down into short-form videos for Instagram and other platforms, and featuring it in their newsletters and magazines. This multi-platform approach ensures that the content remains fresh and continues to engage both current and potential members.

For other associations looking to replicate this success, Kline’s advice is straightforward: pay attention to your market, use the resources available in the influencer playbook, and don’t be afraid to take the initiative.

“Every market is different, but the key is to find the right influencers who resonate with your audience,” he advised. “And once you find them, work closely with them to create content that not only promotes your association but also provides value to the viewer.”

The MGA’s collaboration with Gio Benitez and Golficity is a testament to what can be achieved when an association understands its audience and leverages the right partnerships to reach them. As they continue to build on this success, the MGA is well-positioned to grow its membership and further its mission to promote the game of golf.

By: Santana Shipley

Golf Day Minnesota: Leveraging Media and Influencer Power to Grow the Game

Golf Day Minnesota brings a fresh approach to promoting the game of golf, complementing the traditional advocacy-focused state golf days.

With Minnesota boasting one of the highest golf participation rates in the United States, the Minnesota Golf Association (MGA) leveraged this enthusiasm to create an event that encourages golfers to actively participate and celebrate the sport. Encouraging members to participate in something that feels natural to them is a great way for brands to connect with their members in a positive way.

Jon Mays, the Executive Director of MGA, shared the origins and vision behind Golf Day Minnesota. 

“We have a really avid golfing community, and we only have a handful of months throughout the year where we can actually play, because of our weather up here. So once the weather turns and our golfers have a chance to get out, they do so in waves,” Mays said. 

This enthusiasm inspired MGA to launch Golf Day Minnesota as a way to kick off the season and celebrate the sport across the state. Mays explained that the event was strategically designed as a marketing initiative to maximize exposure for golf and the MGA. 

“We used it kind of as a marketing ploy, in order for us to tap into social media, tap into some other alternative forms of media, and generate as much coverage for golf in general and for our association as we could,” he noted. 

Local golf influencers and other athletes promoted the event on social media, while traditional media outlets, including TV and radio stations, also played a significant role in spreading the word.

The promotion of Golf Day Minnesota relied heavily on influencer marketing, a modern strategy that has proven effective in reaching a wider audience. 

“Most of the promotion happened through the influencer project. The MGA team identified some key people through social media that we knew had a large following and tapped into them to tell our story,” Mays explained. 

These influencers shared authentic, organic content about their love for golf, creating a genuine connection with their followers. The MGA posted these videos weekly in the lead-up to the event, ultimately engaging a broader audience and generating interest beyond their typical membership target. 

The response from golfers across Minnesota was overwhelmingly positive. Mays emphasized the success of the initiative, which encouraged people to get out and play, with Youth on Course donating $5 for each round posted. “We had over 11,000 participants, which is a testament to the vibrant golfing community here,” Mays noted. Despite rainy weather in parts of the state, Minnesotan golfers displayed remarkable resilience and passion, ensuring the event’s success.

The partnership with Youth on Course further amplified the event’s impact. Minnesota boasts the second-largest Youth on Course program in the country, with over 20,000 members. “Youth on Course has been an amazing partner for us. For us to have those types of numbers, it’s really gotten into the community and is a huge talking point among golfers and just people in general,” Mays said. This partnership provided a compelling anchor for Golf Day Minnesota, promoting both membership and donations to the program.

Looking ahead, Mays envisions an even more expansive and impactful event in the coming years. “Bigger and better. We have sort of a blueprint for what we think we can do. The more we can get people talking about golf and all the great things it can do, that’s the baseline,” he stated. Their goal for next year is to involve more courses across the state, particularly in northern Minnesota, and to continue growing the event’s reach and engagement.

For other associations considering a similar event, Mays advises clarity in defining goals and missions. “You have to identify what your core mission is for the day, what you want the outcome to be, and then attack that. Having your course members throughout the state buying into it and being a part of it is crucial,” he emphasized. Mays also highlighted that building strong media connections and utilizing every angle of media marketing, from traditional outlets to social media influencers, is essential for success.

Golf Day Minnesota’s inaugural event, conceived in early 2024 and brought to life with the support of local courses and the Youth on Course National organization, set a strong foundation for future growth. As Mays reflected, “We started planning early in the calendar year and now we have a head start. We’re already thinking about next year and how we can improve it and continue to grow it.”

With a clear mission, strategic marketing, and community engagement, Golf Day Minnesota exemplifies a unique and effective approach to promoting the game of golf, fostering enthusiasm, and making a lasting impact on the golfing community.

By: Santana Shipley

Carolinas Golf Association Announces Andy Priest as New Executive Director

The Carolinas Golf Association (CGA) announced that Andy Priest will become Executive Director in January 2025. Priest, who began his career with the CGA, has extensive experience including leadership roles with the Alabama and Southern Golf Associations and a strong relationship with the USGA. Current Executive Director Jack Nance praised Priest’s leadership and experience, ensuring a smooth transition. Priest and his wife Tiffany, also a former CGA staff member, will relocate to the Pinehurst area later this year.

A List of the Shortest Par 4’s, From the Back Tees at Public Course in Massachusetts

 In Mass Golf’s lists of shortest and longest holes at public golf courses in Massachusetts, they’ve looked at everything from short and scenic par 3s to gargantuan par 5s. However, in this list, there is a main focus on the shortest Par 4s in Massachusetts. These holes embody the idea of a “risk-reward” challenge. Two examples off this list are the par 4 seventh at Ridder Farm (263 yards) which has a key-shaped fairway with large bunkers, ideal for a 250-yard drive, while the par 4 second at Westborough Golf Club (262 yards) features a sloped rough leading to woods and an elevated green that punishes long shots.

Championship from the Distant Past

In 1924, Joe Coble triumphed at the National Public Links Championship, defying the expectations of golf’s elite by winning the title with stoic determination. Despite initial indifference from the gallery, Coble’s grit and rise from humble beginnings won him respect as he secured victory over Henry Decker. His success underscored golf’s evolving inclusivity, marking a pivotal moment for the sport and opening doors for future players from all backgrounds.

To submit a story for “Quick Hits” please reach out to IAGA Community Operations Manager, Santana Shipley.