For some organisations, being relevant involves a dramatic rethink of why they exist. For EIGCA, the solution for longevity has been simpler and involved a (perhaps brave) decision by the Institute’s Council to adopt a purpose-driven approach to unite all stakeholders behind a common cause.
The purpose which the EIGCA Council agreed to adopt is:
“Safeguarding the future of golf through the design and development of sustainable golf courses”
The decision to adopt this purpose-driven approach coincided with the Institute needing to update its five-year plan and so was the perfect opportunity to reframe how EIGCA serves its members and partners. As a result, the organisation’s objectives and activities are now divided across five strategic pillars:
These strategic pillars give a clear focus for how the EIGCA is relevant to its stakeholders and provide a framework to support the EIGCA’s mission to connect, educate and inform. As a result, at the heart of everything the EIGCA does to serve its members and partners are the following three elements:
Connect – we will connect member with member, and member with partner so that:
Educate - we will commit to educate and train golf course architects to achieve & maintain a high standard of design and professional expertise, so that:
Inform - we will build and maintain relationships with stakeholders, so that:
The purpose and mission outlined in this article are only the start of the journey as EIGCA will only be relevant if you take advantage of what it does to serve you as a stakeholder in the golf course design profession.
The Institute will play its part by providing the opportunities which members and partners need in order to thrive, so it is now down to you to make sure that you take advantage of them – attend events, share your expertise, develop your current skills, widen your design knowledge, meet other members and partners to collaborate on projects.
With this clear purpose in mind, are you with us? Are you united with the EIGCA to safeguard the future of golf through the design and development of golf course design, whether as an architect or a supplier of products or services to golf course architects? If your answer is yes, then the EIGCA needs you.
This new purpose-driven approach and mission to connect, educate and inform has triggered a brand-new approach to public relations and marketing by the EIGCA with an increased number of opportunities to get involved with the work of the Institute as well as promote your own expertise. Don’t be shy. If you want to take advantage of the many opportunities to get yourself heard, please don’t hide away. Be loud and proud of your expertise and let the rest of the golfing community know what it means to be part of the EIGCA.
By Lindsey Collumbell, EIGCA’s PR and Marketing Consultant