Utilizing Golf to Help Animals in Need

In response to the increased number of animal abuse cases taking place in Baltimore, Baltimore Municipal Golf Corporation (BMGC) wanted to turn this tragic situation into something positive. Jon Ladd, executive director of BMGC, explained that “these incidents of abuse had become far too common in our city [Baltimore] and we wanted to do our part to help impart change by utilizing BMGC’s greatest resources, our five courses.”

With Memorial Day Weekend just a week after the incident at Carroll Park, BMGC and its agency of record, Maroon PR, developed a concept to utilize all five golf courses to help a Baltimore City animal welfare organization. Since the holiday weekend is an extremely busy time at the courses, they created a “Closest to the Pin” competition at all five courses. Since BMGC’s courses are within the City limits, Maroon PR reached out to the Baltimore City Mayor's Anti-Animal Abuse Task Force to seek their assistance in identifying a local organization to serve as the beneficiary of the event, both through PR efforts and funds raised at each course. The team chose the Baltimore Area Care and Rescue Shelter (BARCS), a nonprofit that cares for more than 12,000 animals per year, including the majority of animal neglect and abuse cases in Baltimore City.

BMGC encouraged golfers over the two-day holiday to enter the “Closest to the Pin” competition with a minimum donation of $5 for a chance to win a complimentary round of golf for four (4) at any of the organization’s courses. For a lower donation, golfers were entered into a raffle to win a free round of golf for one (1) player.

With only a week to promote the event, Maroon PR implemented a multi-level media outreach plan to quickly educate the public about the program. Using traditional media and multiple SMM platforms (i.e. BMGC, Maroon PR & BARCS vehicles), the initiative was launched via a tiered approach. Maroon PR began with a local radio media tour with Ladd, coupled with direct outreach to print and online media who cover animal rights issues. Simultaneous posts on Facebook, Twitter and YouTube also spread the word virally, and BMGC’s Director of Marketing appeared on multiple local TV affiliates. “To help golfers make the personal connection as to why it was important to support this event, BARCS representatives and dogs from the shelter joined BMGC’s Director of Marketing in segments on two of the most watched local TV stations in Baltimore,” said Tim Richardson, Maroon PR’s executive vice president, Sports & Entertainment.

Nearly two dozen volunteers and staff from BARCS worked the contest holes at each of the five courses. Accompanied by animals from the shelter, they spoke with thousands of golfers about the growing issue of animal abuse in Baltimore City and how the “Closest to the Pin” contest is aiding BARCS’ mission.

Following the event, Maroon PR strategically arranged for a check presentation from BMGC to the heads of the Task Force and BARCS on the morning of the Task Force’s public meeting later that evening. The presentation took place at Carroll Park Golf Course and not only garnered coverage by local media on all levels (i.e. TV, radio & print), the work of BMGC became a part of the bigger story surrounding the Task Force’s meeting to present its year-long findings to the City and public.

More than 1,000 golfers participated in the contest and a great deal of exposure was brought to BARCS efforts to prevent animal cruelty. BMGC was also viewed as an organization that cared greatly about the community in which it operates. In the end, the two-day program raised $5,408 for BARCS to help the organization care for hundreds of animals in their care. According to BARCS’ Programs Director Debby Rahl, “The funds that were raised by the golfers will help us with medications, bandages, vaccinations…all sorts of things that help make the lives of the animals that come into our shelter better while they’re with us.”

Over the one-week period of the campaign, media secured by Maroon PR generated just under 800,000 impressions, equaling $37,000 in publicity value tied to the event. Additionally, the Classic Five’s social media platforms experience increases in traffic and followers, with its YouTube Channel receiving more than 250 views.