GOLFSTATUS BRAND VOICE GUIDELINES

GolfStatus’ brand voice is a critical element of the overall brand. Proper grammar, spelling, and style are crucial to how GolfStatus is perceived in the written word.

Tagline

Save time. Raise more money.

Value Proposition

Partnering with and supporting nonprofits to optimize their golf fundraisers.

Boilerplate

About GolfStatus
GolfStatus helps nonprofits leverage the giving power of golf to raise more dollars, engage supporters, and do more good. Its robust golf event management platform streamlines golf tournaments from start to finish to save time and enhance the overall event experience for golfers, sponsors, and golf facilities. GolfStatus combines powerful technology with practical golf fundraising resources and industry-leading support to make charity golf tournaments easy, approachable, and efficient for organizations of all types and sizes. Visit golfstatus.com.

 

Messaging Pillars

MESSAGING PILLAR

DESCRIPTION

DO

DON'T

Example

TRUSTED ADVISOR
We are the go-to resource for all things golf fundraising. We want our clients and all tournament organizers to look to us for more than just the software, but for best practices, resources, and more.
  • ✓  DO Offer real-life examples.
  • ✓  DO Talk in general terms.
  • ✓  DO Provide actionable ideas.
  • ✕  DON'T Overtly sell our software.
  • ✕  DON'T Be too salesy.
Example
A technology platform built for golf is crucial to saving time and raising money from your golf event. Look for a platform with online registration, broad sponsor exposure, live-scoring, and the ability to handle a golf event’s unique nuances.
EXPERIENCED
GolfStatus works with nonprofits and tournament organizers of all types and sizes. The platform has powered thousands of golf fundraisers and has PGA professionals and golf fundraising experts on staff.
  • ✓  DO Explain how we work with different types of events and organizers.
  • ✓  DO Use numbers and figures when possible to explain our impact.
  • ✕  DON'T Overcomplicate the planning process or software.
Example
GolfStatus has powered over 5,000 (and counting!) golf events that have raised millions of dollars for nonprofits and charities.
INCLUSIVE
GolfStatus makes golf fundraisers more accessible, providing the technology, resources, and know-how so anyone (regardless of experience or golf knowledge) can plan a golf fundraiser.
  • ✓  DO Say “get qualified”.
  • ✓  DO Explain that we offer our product at no cost to qualifying nonprofits.
  • ✕  DON'T Say the product is "free".
Example
Through the Golf for Good program, GolfStatus provides access to its technology to qualifying nonprofits and those planning events on their behalf. Our online resource library is full of free downloadable tools and our in-house Customer Success team is there to help every step of the way.
APPROACHABLE
Golf events can be intimidating; GolfStatus seeks to remove this barrier so organizations can take advantage of golf's fundraising power.
  • ✓  DO Emphasize our support team.
  • ✓  DO Explain that many tournament organizers are not golfers.
  • ✓  DO Explain that the right tools make golf fundraisers easier.
  • ✕  DON'T Place emphasis on the complicated nature of a golf fundraiser.
  • ✕  DON'T Speak in jargon or use a ton of uncommon acronyms.
Example
A technology platform built for golf is crucial to saving time and raising money from your golf event. Look for a platform with online registration, broad sponsor exposure, live-scoring, and the ability to handle a golf event’s unique nuances.
ACTIONABLE
GolfStatus provides a road map for planning and executing a golf event, with easy-to-implement ideas and tips that are based in reality and backed up by tools, resources, software, and people.
  • ✓  DO Make information digestible. Ideas and recommendations should be realistic but with a goal of growth.
  • ✓  DO Focus on outcomes.
  • ✕  DON'T Focus on theories instead of real-world best practices and experiences.
Example
Pro tip: Launch an event website as soon as you set a date and determine a golf course.
 

Further Brand Voice Attributes

If your brand was a person, how would you describe them?

  • They always want to help.

  • They are tirelessly working to do more good and make an impact.

  • They are happy to be a small part of great things happening in the world.

  • They want to make things easier and simpler.

  • They are a trusted advisor.

  • They’ll take you by the hand and patiently walk you through challenges to ensure a positive outcome.

  • They’ll help take something amazing you already do and make it even better.

 

Things our brand is:

  • Helpful

  • Reliable/dependable

  • Guiding

  • Experienced

  • Down to Earth

  • Genuine

  • Relatable

  • Trustworthy

  • Explanatory

  • Inclusive 

  • Progressive

Things our brand does:

  • Provide actionable ideas and suggestions

  • Share real-life applications and examples

  • Meet people where they are

Things our brand isn’t:

  • Condescending

  • Techy

  • Snarky

  • Academic

  • Dishonest

  • Overly complex

  • Exclusive 

  • Dated

  • Off Putting

Things our brand doesn’t do:

  • Speak in jargon

  • Make things complicated

  • Overpromise and underdeliver

 

Editing Style Notes & Nuances

General

  • GolfStatus uses AP style (cheat sheet) 

  • Copy is typically written in the third person

  • Copy focuses on outcomes rather than our capacity for action.

  • ✓  “Golfstatus helped raise $30,000”
  • ✕  “Golfstatus was able to help raise $30,000”

  • Don’t use abbreviations unless absolutely necessary for space considerations (i.e. character limits, etc.)

  • Possessive of GolfStatus is “GolfStatus’”

    • Example: GolfStatus’ in-house support team is here to help seven days a week.

Capitalization

  • The “G” and “S” in GolfStatus should always be capitalized, unless it’s used in a web address

    • Example: www.golfstatus.com 

  • When referring to the client success team, it should be capitalized when it’s part of someone’s title but lower case when speaking about the team in general

    • Example: John Doe is a Client Success Representative at GolfStatus.

    • Example: GolfStatus’ in-house client success team is here with live support seven days a week.

  • Capitalize job titles when they precede or follow a name. Titles are not capitalized when they are not describing a person's name.

    • Example: GolfStatus’ Sales and Education Director, Logan Foote, will lead the webinar. 

    • Example: Connect with an account manager to book a demo.

Oxford Comma

  • Use the Oxford comma (the serial or Oxford comma is the comma you put before an “and” or “or” in a list of at least three things)

    • Example: GolfStatus provides technology, resources, and support to help nonprofits raise money through golf.

 

Product-Specific

  • Explain that we offer our product at “no cost”, “no upfront cost”, or provide “no-cost access” to nonprofits 

    • We don’t say “free” because there are fees involved (payment processing and platform fees), but not that the nonprofit pays us directly

    • Example: GolfStatus’ software is available at no upfront cost to 501(c) organizations through the Golf for Good program.

  • Product nomenclature

    • TMS = Tournament Management Software

    • Other ways to refer to the product:

      • Golf event management software

      • Golf event management tech

      • Golf event management platform

Dormie Network

  • Dormie Network should be referred to as GolfStatus’ sister company

  • Use “Stay and Play” when referring to the packages donated by Dormie Network/Dormie Network Foundation

Misc.

  • Use an ampersand (&) in titles, headlines, and headings, but spell out “and” in bullet points and body copy

  • “On-site” is hyphenated

  • Hyphenate “add-ons” and “add-on”

  • “Holes-in-one” is the plural of “hole-in-one”

  • “Hole-in-one” should be spelled out and only abbreviated as “HIO” for internal usage

  • “Live scoring” should be spelled without a hyphen