Handing over the reigns of We Love Golf to The PGA feels somewhat bitter sweet. From the moment I sketched out the logo design and initial concept – literally on the back of an envelope – I knew that we had the chance to make a difference. And we did.

We were asked to pitch a PR and Social Media campaign that would encourage non-golfing women to learn to play golf and connect them to PGA Professionals. Medi8 designed the We Love Golf brand and created all of the content that you will have seen across Facebook, Instagram and Twitter over the last 18 months.

A key element of the early stages of the campaign was to shine a light on the PGA Members who were already doing a great job, so we set about interviewing pros all over the world. Peer to peer learning is one of the guiding principles of the organisation and the people we spoke to were very open about their own programmes. I will always be grateful for the insight these amazing people shared with us. We continue to be inspired by their dedication and are proud to count many of them as friends.

Within just 5 months of launching we realised that there was a common thread to the conversations we were having; friendship. The friendships made in the groups learning to play together, the friendships formed between each Pro and their beginners and the hand of friendship offered by female members to newcomers. This helped us create a campaign that would promote golf to women, recruit them and retain them.

Luckily for us, we found 2 people who trusted us to trial this principle – Cliff Gough and Andrew Agnoli. So, in November 2018 we ran two marketing campaigns promoting free taster events – one at a Reigate Heath Golf Club and one at Top Golf Watford. When the women turned up, I don’t know who was more surprised, the PGA Members or The PGA itself!

The success of these events shaped the next phase of We Love Golf, so in 2019 Medi8 promoted 20 We Love Golf events, a Women’s British Open campaign, activity at The Open and a Solheim Cup legacy programme. The impact is almost immeasurable. We have helped hundreds of PGA Members by creating social media content that they can share, recruited hundreds of women into golf, more than doubled female memberships at some golf clubs and generated tens of thousands of pounds in new coaching, retail and membership revenues.

#welovegolf at the Solheim Cup (Photo by Stuart Franklin/Getty Images)

The culmination of this project has been to make our knowledge and processes available to all PGA Members. To do this, Medi8 designed a We Love Golf Tool Kit, which after a trial this Autumn will be rolled out to all PGA Members via their website in 2020. The seven-step plan includes How To Guides, marketing templates and advice about Best Practice.

We Love Golf has become an integral part of The PGA’s golf development strategy and has been included in their R&A Women in Golf Charter pledges. Whilst letting go of something which has become quite a personal project is tough, we do so in the knowledge that the campaign and our work has made a real impact. From the personal emails of thanks from so many PGA Professionals, to the invitations to present at Parliament and offers of investment from across the industry what we have achieved with We Love Golf is remarkable.

Whatever comes next, we – always will – love golf!

Nicole Wheatley