BOB KRAUSEBOB KRAUSEVice President, Institutional AdvancementVice President, Institutional Advancement

Kansas State UniversityKansas State University

““College Development College Development Opportunities”Opportunities”

Vice President, Institutional AdvancementVice President, Institutional AdvancementKansas State UniversityKansas State University

““College Development College Development Opportunities”Opportunities”

THE COLLEGIATE MARKETTHE COLLEGIATE MARKET

• More than 4,000 institutionsMore than 4,000 institutions

• More than 14,500,000 college studentsMore than 14,500,000 college students

• Almost 1 million faculty and staffAlmost 1 million faculty and staff

• Annual college and university Annual college and university expenditures are $190 billionexpenditures are $190 billion

• There are 55.4 million alumni (over There are 55.4 million alumni (over 20% of U.S. population)20% of U.S. population)

• There are 67 million more with some There are 67 million more with some college experiencecollege experience

ASSUMPTIONSASSUMPTIONS

• 81% of all golfers come from HHs 81% of all golfers come from HHs where the head of household has where the head of household has some college education, with some college education, with 46% being a college graduate 46% being a college graduate

1.) The Alumni population and the committedgolfer population are closely aligned.1.) The Alumni population and the committedgolfer population are closely aligned.

ASSUMPTIONSASSUMPTIONS

• 76% of golfer households have income of 76% of golfer households have income of $40,000 or more$40,000 or more

• 65% of golfer households have income of 65% of golfer households have income of $50,000 or more$50,000 or more

• Head of household occupation is in Head of household occupation is in professional, managerial, administrative, professional, managerial, administrative, clerical or sales in 66% of golfer householdsclerical or sales in 66% of golfer households

• Golf is an aspiration sportGolf is an aspiration sport

2.) Golf is a valuable leisure time activity relatedto financial success and career mobility.2.) Golf is a valuable leisure time activity relatedto financial success and career mobility.

ASSUMPTIONSASSUMPTIONS

• Attitudes of fall, 1999, freshmen indicate Attitudes of fall, 1999, freshmen indicate that they are attending college so that they:that they are attending college so that they:

– Are able to get a job (73%)Are able to get a job (73%)

– Get trained for a specific career (72%)Get trained for a specific career (72%)

– Are able to make more money (71%)Are able to make more money (71%)

• 73.4% say that being well off financially is 73.4% say that being well off financially is essential or very importantessential or very important

3.) The importance college students place onfinancial success makes them a prime targetpopulation for learning golf as a valuable careerdevelopment skill.

3.) The importance college students place onfinancial success makes them a prime targetpopulation for learning golf as a valuable careerdevelopment skill.

BARRIERSBARRIERS

• Time crunch: class load, Time crunch: class load, work, extracurricularwork, extracurricular

• Access to facilitiesAccess to facilities

• CostCost

• Academic traditions and Academic traditions and trendstrends

Reasons that college students do not playgolf include:Reasons that college students do not playgolf include:

OPPORTUNITIESOPPORTUNITIES

• 149 institutions have their own 149 institutions have their own golf facilitiesgolf facilities

• More are in the planning More are in the planning stagesstages

– Enlightened self-interestEnlightened self-interest

– Access to landAccess to land

– Educational and research Educational and research programsprograms

PGA OF AMERICA PROGRAMPGA OF AMERICA PROGRAM

• Pilot program at Purdue University funded Pilot program at Purdue University funded by Pete and Alice Dyeby Pete and Alice Dye

• Designed to acquaint students with Designed to acquaint students with business opportunities that golf providesbusiness opportunities that golf provides

• Instruction provided by PGA professionalsInstruction provided by PGA professionals

• Additional $1.3 million distributed to 14 Additional $1.3 million distributed to 14 universities in name of 1999 Ryder Cup universities in name of 1999 Ryder Cup team membersteam members

• 2001 will provide initial information from 2001 will provide initial information from Purdue ProgramPurdue Program

“Golf: For Business & Life”“Golf: For Business & Life”

BREAKOUT SESSIONSBREAKOUT SESSIONS

• Discussion of additional potential Discussion of additional potential programsprograms

• How to reach the studentsHow to reach the students• Relationships with Career Relationships with Career

Development DepartmentsDevelopment Departments

Session 1Session 1

• Additional research; student Additional research; student attitudesattitudes

• Alumni AffairsAlumni Affairs• 2001 objectives2001 objectives

Session 2Session 2

Sunday Wrap-upSunday Wrap-upSlides 13-17Slides 13-17

Sunday Wrap-upSunday Wrap-upSlides 13-17Slides 13-17

BOB KRAUSEBOB KRAUSEVice President, Institutional AdvancementVice President, Institutional Advancement

Kansas State UniversityKansas State University

““College Development College Development Opportunities”Opportunities”

Vice President, Institutional AdvancementVice President, Institutional AdvancementKansas State UniversityKansas State University

““College Development College Development Opportunities”Opportunities”

RECOMMENDATIONS DISCUSSEDRECOMMENDATIONS DISCUSSED

• There is a need for association(s) to There is a need for association(s) to take the initiative to put together the take the initiative to put together the “business” case for golf as a “business” case for golf as a valuable life game and business valuable life game and business networking venuenetworking venue

• The market penetration by the The market penetration by the Executive Women’s Golf League Executive Women’s Golf League using “student chapters” through using “student chapters” through national and local Pan Hellenic national and local Pan Hellenic Councils, business school clubs, etc. Councils, business school clubs, etc. – holds good potential– holds good potential

RECOMMENDATIONS DISCUSSEDRECOMMENDATIONS DISCUSSED

• Use prominent CEOs and golf pros Use prominent CEOs and golf pros who are alumni to develop who are alumni to develop “testimonials” about the importance “testimonials” about the importance of golf for marketing campaign to of golf for marketing campaign to raise the awareness level of students, raise the awareness level of students, colleges and universitiescolleges and universities

• There is a need to link the “never There is a need to link the “never played golf segment” students to the played golf segment” students to the “Link Up 2 Golf” strategies discussed “Link Up 2 Golf” strategies discussed at the conferenceat the conference

(Continued)(Continued)

(Continued)(Continued)

RECOMMENDATIONS DISCUSSEDRECOMMENDATIONS DISCUSSED

• There is a need to research needs for There is a need to research needs for more facility inventory at universities, more facility inventory at universities, including alternative facilities and the including alternative facilities and the pricing structure, student accessibility pricing structure, student accessibility and program opportunities at existing and program opportunities at existing university coursesuniversity courses

• Evaluate feedback on the PGA of Evaluate feedback on the PGA of America’s “Golf for Business and Life” America’s “Golf for Business and Life” as a model to be expanded to more as a model to be expanded to more universitiesuniversities

(Continued)(Continued)

RECOMMENDATIONS DISCUSSEDRECOMMENDATIONS DISCUSSED

• Explore the possibility of using the Explore the possibility of using the National Association of Colleges and National Association of Colleges and Employers to get the “business” case Employers to get the “business” case for golf to students and include for golf to students and include information about introduction to golf information about introduction to golf opportunities in the students’ college opportunities in the students’ college communitycommunity

• Programs bringing faculty, students Programs bringing faculty, students and alumni together around golf need and alumni together around golf need to be developedto be developed