The First Tee of Denver / Brand Strategy / Advertising
The First Tee of Denver is a regional chapter of the PGA’s First Tee program designed to introduce kids from all walks of life to golf while teaching them core values at the same time. While successful in teaching kids to golf, The First Tee of Denver is especially strong in helping the kids they work with develop skills that help them succeed in school and in their daily lives. However, most people just saw them as Denver’s junior golf program.
To help the organization communicate that what they did for kids went far beyond teaching a proper golf swing, we created a visually arresting marketing campaign that included full-page ads in parent/lifestyle magazines and a series of posters to be placed in schools and at local golf courses. These featured actual First Tee of Denver kids doing everyday tasks with a golf bag on their backs. The image and accompanying headline and copy reinforces the idea that what the kids learn through The First Tee of Denver programs stays with them and helps them succeed even when they are not on the golf course.
Results: People are taking notice and sign-up numbers are solid. The initial ad run helped drive inquiries from parents looking for quality summer experiences for their kids, and awareness of The First Tee of Denver’s afterschool reading and golf programs is also on the rise.