Mass Golf Case Study | Buffalo.Agency

CHALLENGE

To strategically position the Massachusetts Golf Association (MGA) as the resource for all golfers in the Commonwealth following the Jan. 2018 merger with the Women’s Golf Association of Massachusetts, and to re-imagine the combined organization’s purpose, brand and identity.

INSIGHT

Founded in the early 1900s, the MGA represents the interests of 360-plus clubs and 84,000 member golfers statewide while conducting 12 Championships and other events. Handicapping, GHIN services, educational seminars, industry recognition, junior golf programs and legislative guidance are cornerstone strengths of membership.

ACTIVATION

In advance of the merger, Buffalo led branding, website redesign and organic social media strategy and execution. This included creation of new brand messaging and creative assets such as a new logo, brand style guide, corporate collateral package, website, social media and print graphics. Subsequent phases included paid social media to drive membership, and development of an annual marketing strategy.

RESULTS

The launch of the brand generated more than 120K impressions and reached 40K users. Individual campaigns such as #Mattsters reached 235K users and generated 140K impressions on Facebook. Notable Tweets came from ESPN, USA Today, GolfDigest, Golf Channel, the New England Patriots and more.