Below are a list of Top Tips we found the best programs follow when they launch a program.
Tip #1:
Establish Operation 36 as Its Own Program (Don't integrate with existing programs)
When starting Operation 36 it is always tempting to adapt some of the technology, games, lesson plans, and some of the concepts in the program in your existing drop in clinics or camps. However, if your goal is to build a sustainable long-term program that golfers will buy into and sign up for over and over again, then we would advise against this. We have seen this fail, time and time again. You should setup and market Operation 36 as a new program your facility is offering in addition to what you already offer. This doesn't mean you need to devalue your personal brand, but lean in that "Your Brand" is now offering an Operation 36 Program and new tools to create more opportunity for your golfers.
Why?
Operation 36 is not just an app/tool for your golfers, it is a complete program that someone is signing up for and committing to. If you try to just integrate the tech into your existing programs, consumers will not understand what Operation 36 is and why you are asking them to signup for an app. This confusion will lead to lack of buy in and engagement and you will continue to get uncommitted golfers who are not bought into your long-term plan.
We want participants that know they are signing up for a committed coaching program where you are going to track their development for the next 5 years or more.
The Operation 36 program brand and product will foster this from the moment they see it, sign-up and experience their first class and 9 hole event. Lean into the program brand and then watch the program develop long-term golfers.
Should I eliminate my other weekly programs that have similar structure, what if I have time constraints?
When you are getting started we recommend you keep offering your other programs and start just one or two Operation 36 Classes. That way you are only adding one hour to your coaching schedule, and consumers see Operation 36 as a new program that they are signing up and committing to. This allows your golfers to understand you have a new offering, and they have a choice. Overtime, what will happen is more and more will sign-up for Operation 36 and you can add more of those classes and sunset your other programs if you have time constraints.
As you transition golfers to your Operation 36 program, you are:
Getting more committed participants (signing up for 8 week program or more) as they understand this is your committed developmental coaching program
Getting a more consistent coaching revenue stream that you can count on all season long
Building a consistent structure for your staff to follow which makes it easier to run and market programs
Have a better structure in place to actually get golfers better and retain them for life.
Going to be motivated as a coach as you can see golfers improving while growing your teams revenue.
Conclusion:
Market Operation 36 is separate from your existing programs.
Use our branding and materials to create a distinct identity for the program.
Setup your community landing page with your own custom branding and lean into the registration engine and marketing materials to get people registered.
Tip #2:
Start with an 8 Week Program (Classes & 9 Hole Events are on Separate Days)
The Operation 36 Program Structure consists of:
Group Coaching Classes (Weekly 1 Hour)
9 Hole Events (Varies Based on Facility Schedule)
It's like bringing together a beginner league, with a lesson clinic. The program and curriculum are based around this basic structure to allow golf facilities to run the entire golf season. So when a participant is signing up for a program they are signing up for a one hour class that happens at the same time every week, and 9 hole events that are on separate dates/times throughout the program.
Tip #3:
Plan Your Dates for the next 8 week program now & publish as a future program
Operation 36 is meant to be a long-term program that doesn't stop. The golfers who are enrolled in your current 8 week program are going to be wondering, when is the next one? If possible, just continue the same class times and continue for another 8 weeks. Taking a one or two week break is fine, or you can roll right into another session. The Operation 36 app makes it easy to duplicate the program you had built, just change the dates, and set the registration open date to sometime around middle of your semester. Send out an email that programs are live and watch your next sessions start to fill.