You are playing the role as the Director of Brand Marketing for the PGA Tour. Organizationally, you have been tasked with growing fan engagement and awareness of the Tour’s newest brand pivot to “Live Under Par”. The metrics that Commissioner Jay Monahan will be using to assess your performance center on increasing the TOUR’s digital and social media engagement, with a holistic emphasis on bringing the PGA TOUR to new, young and diverse fans.
You have decided that the best way to meet organizational goals is to overhaul the current on-site activation strategy to better represent – and amplify outward, into social media – the “Live Under Par” brand message. Due to budgetary and time constraints, you can only select one TOUR event activation to restructure this year, but you hope your strategy will impact additional events in subsequent years.
Because you are still relatively new to your position, you may need to do additional background work. The first task seems to be clear: select which event you will activate. Based on market research, you and your staff have narrowed it down to two events that you feel are best positioned to celebrate and amplify the new campaign messaging:
1) Waste Management Phoenix Open
2) AT&T Pebble Beach Pro-Am
Utilizing facts from the case, outside research on your event and its unique elements, and marketing best practices seen from the sport of golf, you are to create an on-site activation plan for “Live Under Par”. You should consider how to weave the event’s title sponsor into the activation.
Upon having a conversation with the TOUR’s Chief Financial Officer, you have been told that you have the following resources at your disposal:
• A $250,000 cash budget to utilize for on-site technological enhancements, and paid appearances from notable lifestyle personalities (either from the event’s market, or national) in music, sports, art, and culture.
• Two (different) player appearances, to be used in a total of four (4) hours of video production for distribution on TV, social, and digital channels
• $10,000 in hospitality offerings (e.g. tickets, merchandise, access) for prizing and consumer promotions
• Full access to the TOUR’s portfolio of owned social and digital media platforms
• Local charity support (all TOUR events have charitable partners)
You will present your decisions and activation plan to members of the TOUR’s senior leadership team. In your document, it is especially important that you describe the rationale behind each of your decisions, and how they contribute to the objectives outlined by the Commissioner. Be sure to include how you utilized each asset at your disposal, to further those objectives and bring “Live Under Par” to life!
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