The Evolution of the Golf Digest Brand
An exclusive look at how social media manager Cory Bradburn is evolving the Golf Digest brand.
Every golfer has been influenced by Golf Digest. The magazine has given us tips to improve our game, iconic images and classic articles about the game we all love.
Traditionally, the magazine has appealed to the stereotypical golfer — one who is retired, wealthy and belonging to a pretentious country club. But social media manager Cory Bradburn says that is all about to change.
Bradburn and I met at the Golf Digest headquarters which sit directly on top of Times Square in the 48-story Condé Nast Building.
Like many executives in the golf industry, Bradburn grew up playing tournament golf and became obsessed with the game. At a young age, he thrived watching golf on television with his father and began swinging plastic golf clubs once he learned to walk. Bradburn was lucky to live outside of Columbus, Ohio where he often enjoyed rounds at Muirfield Village and Scioto Country Club (where Jack Nicklaus grew up). In a recent #ThrowbackThursday post on Instagram, Bradburn posted a photo of a tournament that he played in at Pinehurst with Webb Simpson when he was just eight years old. Bradburn’s passion of golf beginning from in his childhood led to an appreciation for the game that now allows him to excel as Golf Digest’s social media manager.
“I loved the thrill of competing. I loved the challenge of it all — it really stimulated every part of my personality.”
Unlike most of his peers, Bradburn was not trained in journalism. He studied neuroscience at Emory University where he also played varsity golf and joined the Chi Phi Fraternity. After graduating from Emory with a Bachelor’s degree, Bradburn attended the University of Louisville School of Medicine to study Biophyisics and Physiology. Nevertheless, Bradburn says that his unique background provides him with a strong understanding of how what he says impacts consumers.
Stepping into the impeccable Condé Nast building was a change for Bradburn. He was “humbled” by the opportunity to work for Golf Digest. All of a sudden, golf had a different meaning in his life…Bradburn is the “voice” of Golf Digest.
Cory Bradburn’s basic responsibilities include posting photos to Instagram, increasing engagement through contests on Facebook and connecting with influencers on Twitter, the fastest moving social media platform. He says that each platform has a unique “personality.” Each platform has a distinct demographic, forcing Bradburn to alter his strategy from platform to platform.
Perks of the job include an occasional golf lesson from Hank Haney and access to some of the best courses in the country. Bradburn manages “roughly 80%” of Golf Digest’s day-to-day social media operations and works heavily with Ashley Mayo, the magazine’s director of audience engagement. Ultimately, Bradburn represents Golf Digest’s major social media handles, but he leaves the stunning and spectacular golf photography, in-depth journalism and analysis to his talented peers.
Cory spends most of his time keeping up with the digital marketing industry and posting to Golf Digest’s social media accounts. He says that “it’s important to speak the language of each platform. With Twitter you’re so limited with characters. People just want that one sentence… that one image… that captivating piece of quick information because it streams so quickly.” Remarkably, Bradburn’s work leads to an average of 146 new Twitter followers per day.
Golf Digest’s readers are traditionally wealthier — the average reader makes more than $95,00 per year. Nevertheless, Bradburn understands that those who read the magazine online or on their tablets are approximately seven years younger. Thus, Bradburn’s “voice” must be different from the magazine’s print writers because social media and digital content appeals to a younger audience that expects more information at a faster pace.
Instagram is “purely visual.” With the success of a post, dependent on the quality of the image, Bradburn spends countless hours looking for a photo that will capture the attention of the entire Golf Digest audience. With Instagram, Golf Digest has found remarkable success with the “Why I Love This Game” campaign. The campaign gives anybody the chance to be featured on Golf Digest’s official account and gives Bradburn the unique opportunity to showcase what golf means to different people. With their smartphones, every golfer has the chance to be featured on Golf Digest’s Instagram account. Searching through #WhyILoveThisGame campaign photos is one of Cory Bradburn’s favorite flavors of his job.
“We get some professional photos and photos of people just taking pictures with their smartphone. It’s really fun to look through that and find a photo every single day.”
Through social media, Bradburn and other members of “Team Golf Digest” are able to share more personal stories from their lives. In fact, the Golf Digest team recently shared the unique experience of playing “Foot Golf” at a local golf course while Bradburn recently attended a health/fitness summit in Las Vegas. Social media allows big brands like Golf Digest to become more personal. Through online transparency, fans can “get to know” the top editors without even meeting them.
With the goal of appealing to millennials, Golf Digest has become an “edgier” brand. The magazine recently featured Paulina Gretzky on the cover, covered marijuana on the golf course and hosts a “Sexiest Shots in Golf” video series with Blair O’Neal and Anna Rawson.
Golf Digest’s top editors believe that golf traditionally has a “stuffy” culture. Bradburn says that younger golfers are looking for “golf experiences” and don’t enjoy the long rounds and golf’s “stuffy” culture. Meanwhile companies like Top Golf, Callaway Golf and Puma are leading the movement to eliminate the negative golf stereotypes that turn people away from the game. Top Golf, markets itself as more of “a night out” than a trip to the driving range combines food, games and golf. Puma continues to outfit Rickie Fowler with colorful clothing while Callaway Golf is actively partnering with ‘Total Frat Move” to grow their millennial fan-base.
Bradburn acknowledges that the game isn’t growing as fast as it once was. The golf world is moving differently now — people aren’t playing as many rounds and the game remains very expensive. Thus, Bradburn and the rest of the Golf Digest management team believe that now is a unique opportunity to more strongly appeal to the next generation of golfers.
Nevertheless, Bradburn concurs with the rest of the golf industry, accepting that golf needs to change. Companies like the USGA are working to make the game more affordable, enjoyable and eco-friendly by conserving water and speeding up play. In the recent U.S. Open, they saved thousands of dollars by conserving hundreds of thousands of gallons of water –an emerging trend that Bradburn believes will become a new, more “sustainably-minded” standard practice for golf.
Thus, golf is being redefined in its entirety — Golf Digest believes that “golf is more than just 18 holes.”
“Others say that golf is on the decline, but that’s not what we believe. We see this as an opportunity for us to reach a new demographic and introduce golf into people’s live in a different way than it’s been for so many years.”
While the stories that Golf Digest continue to change, Bradburn is also focusing on “authenticity.” Thus, Bradburn continues to put effort into growing his personal brand along with the Golf Digest brand.
The positive benefits of transparency emulate in all facts of life — people have an extra affinity for President Obama because of his love for sports. Bubba Watson remains popular because of his goofiness off of the golf course and on course emotion while John Daly’s transparency drives unique fans to PGA Tour tournaments. It’s also evident with brands like Virgin America and other brand managers like Adam Britten, Eli Langer and Alex Fitzpatrick.
Transparency leads to trust.
Thus, Cory Bradburn continues to use Twitter and Instagram to reach out to other “influencers” in the social media sphere to ultimately grow and evolve the Golf Digest brand.
By focusing on his personal brand, Cory Bradburn aims to be “real and transparent” with his media followers. He aims to use social media in a similar way as Rickie Fowler and Bubba Watson –both have expanded to capture a large millennial audience. As one of the most popular players in the game today, it’s odd to think that Fowler only has one win on tour. Nevertheless, Bradburn believes that Rickie Fowler has branded himself better than anybody else on tour. Through the clothes he wears, the activities he enjoys, and the places he travels, Fowler has built one of the largest millennial followings in the game today.
“I’m going to show you who I am on social media and I’m going to show you what my interests and passions are and golf is a big… big piece of that. But like millennials, it’s not the only thing I’m interested in.”
However, Bradburn’s life isn’t all about golf. Bradburn remains committed to a cross-fitness routine that brings him to the gym at 6AM each day and has a special love for dogs. Bradburn has developed a passion for health and fitness, and a commitment to holistic fitness through improved nutrition and intense workouts each morning. Inspired by Tony Horton, creator of the popular P90x fitness program, Bradburn has changed his daily routine and improved his overall lifestyle. Horton continues to serve as Bradburn’s “trigger to get into shape,” and continues to have a profound influence on Bradburn’s life. He doesn’t care about the size of his chest or “the numbers on the scale.” Instead, Bradburn believes that his every day growth and general outlook on life has accelerated since making every day changes to his lifestyle.
“Exercise releases endorphins, it releases neurotransmitters in your brain that give you positive associations in life and make you feel better.”
Thus, Golf Digest has a social media manager who not only represents the Golf Digest brand at work, but also in his daily life. Cory Bradburn remains committed to appealing to the real sentiments of the “everyday golfer.” Like many Golf Digest readers, Bradburn doesn’t have the luxury of playing golf every day and has a passion for health, travel and learning. Ultimately, he tries to maintain a “youthful and energetic” voice on social media while representing the wider Golf Digest brand in the best, most authentic and engaging way possible.