The PGA Championship is examining a SWOT analysis and rebranding efforts. As the "forgotten major," it aims to differentiate itself from the PGA Tour through a consistent logo, more user-friendly website, and developed social media presence. Rebranding includes taking advantage of varying locations by allowing more spectator movement and integrating players with local communities through promotions. The rebranding will help sponsors more easily recognize the tournament and involve them in grassroots marketing.
2. Overview
● Examine SWOT Analysis
● Rebrand
● Conveying the rebrand to sponsors
● What are the takeaways?
3. Strengths
● Major
● Best at promoting amateurs
● Different location each year
● Willing to rebrand
4. Weaknesses
● Confusion between PGA Tour and PGA
Championship
● Social media
● Website
○ New website
○ Not user friendly
● Known as the “forgotten major”
● Logo
○ Changes every year
5.
6. Opportunities
● New exposure due to date change
● Social media can be fully
developed
● Reaching newer markets with
varying locations
7. Threats
● Deep history is well known
throughout the other tournaments
● Other majors have better marketing
developments, suitable promotions
○ US Open runs “Meet the Players”
promotion
○ Masters has international TV rights
○ The Open has “The One, The Open”
commercial that streams online
8. Rebrand
● Find a way to differentiate PGA
Tour from the Championship
● Keep consistent logo
● Website more user friendly
● Develop social media
○ Use Twitter and Facebook to
advertise promotions
9.
10.
11. Rebrand
● Take advantage of new location
○ Allow spectators to move around
more freely at tournament
● Integrate players with the
community
○ “Tour St. Louis” idea-- grassroots
marketing and exposure of players
○ Millennials like to know the players are
human
12. Sponsors
● Consistent logo makes it easier for sponsors to recognize
● Inform sponsors same tournament but new look
● New date allows for more market share
● Involve sponsors in grassroots marketing
○ Ex. Coca-Cola booths at the gates of the tournament
13. Takeaways
● During rebrand, develop new website and promote social media
● Integrate players in the community
● Differentiate PGA Championship from the PGA Tour and the PGA of America
● Logo change
