The summary is as follows: 1. The 2017 activation pitch proposes engaging customers at the Farmers Insurance Open golf tournament through a photo contest and pick-em challenge to generate leads and incentivize visits to Golfsmith stores. 2. The goals are to distribute digital and physical discount coupons to maximize ROI, collect customer data like names and emails, and increase social media engagement. 3. The activation strategy involves a "Pose Like a Pro" photo booth and pick-em challenge to predict the tournament winner, along with promotional giveaways and social media marketing.

1. 2017 ACTIVATION PITCH

2. 2017 Activation Pitch
OVERVIEW
Golfsmith has partnered with the Farmers Insurance Open for several years
now. Unfortunately, the company has seen a negative return for the past three
tournaments. This proposal aims to ensure a successful activation, in that it will
hopefully provide a positive return on investment and aid in the data collection and
lead generation for Golfsmith’s custom fittings service and retail stores. This report
will lay out a marketing and activation strategy that focuses on targeting two markets
simultaneously, while offering an exciting way for fans to engage and participate
either in person, or via social media.

3. 2017 Activation Pitch
GOALS OF ACTIVATION
The main goal of this activation is to
incentivize customers to visit the local
Golfsmith store. In the past, discount cards
were handed out in an effort to capitalize
on the investment at the tournament. For
2017 this activation seeks to combine the
distribution of physical discount cards with
the introduction of digital coupons. In this
way, we hope to maximize Golfsmith’s return
on investment for future tournaments. Next
the plan is to collect as much information as
possible from potential customers through
data collection including: names, emails,
and birthdays. An all-encompassing social
media strategy will not only promote the
activation, but also increase following and
engagement on all of Golfsmith’s social
media platforms.

4. 2017 Activation Pitch
ACTIVATION STRATEGY
Two Activations in Golfsmith Tent
1. “Pose Like a Pro” Photo Contest
2. Pick-Em Challenge
Our activation strategy will create increased fan involvement at the Golfsmith tent
by providing an engaging, memorable experience for all ages. By promoting our
contests via Twitter, Facebook, and Instagram, the activation will initiate a digital
conversation around the activation at FIO. While participants are waiting in line for
either contest, the wait time provides Golfsmith staff an opportunity to converse
about the new products and offerings at Golfsmith stores. Both activations paired
together create multiple customer touch points and brand exposure throughout the
four days of the event.

5. 2017 Activation Pitch
Golfsmith-Branded Promo Items

6. 2017 Activation Pitch
POSE LIKE A PRO - PHOTO BOOTH
The Photo Booth activation will be inside of the
Golfsmith tent and will be run by two Golfsmith
staff members. Fans will be drawn to the tent
with Golfsmith-branded giveaway promo items
such as sunglasses, tees, and golf towels.
Golfsmith products including apparel, clubs,
and accessories will be available as props for
the photo booth. Fans must participate in the
“Pose Like a Pro” photo contest and give an
email address to earn the giveaway item. There
will be different themes for each day of the
FIO tournament to encourage returning fans
to participate multiple days and create unique
photos each day. Golfsmith staff will take the
photos on an iPad using the Fotozap App so
photos will go to an online server for Golfsmith
social media use and will also be emailed to
the participants with a custom message and
GolfSmith coupon.
Themed Days: Throwback Thursday
Funny Friday
Stylin’ Saturday
Championship Sunday

7. 2017 Activation Pitch
POSE LIKE A PRO - PHOTO BOOTH

8. 2017 Activation Pitch
POSE LIKE A PRO - PHOTO BOOTH
After getting their photo taken at the
Golfsmith tent, participants will receive
an email with their photo with links for
them to easily share photos on social
media. Along with their photo, they will
also receive a discount coupon with a
link directly to Golfsmith’s website so
they can begin to browse the newest
items immediately. This will increase
engagement with Golfsmith social
media channels and incentivize people
to visit Golfsmith stores.

9. 2017 Activation Pitch
ACTIVATION TWO - PICK-EM CHALLENGE
The Pick-Em Challenge is a contest in which fans will try
to correctly select the champion of the Farmers Insurance
Open. By doing so, they will be entered for a chance
to win a Golfsmith gift card that must be redeemed in
store. As an incentive to participate, they will receive a
free Golfsmith promo item (sunglasses, golf tee, etc.)
Fans can participate at the booth either digitally on an
iPad, or in paper form, making it easier for all ages to
participate. In order to qualify to win, each person will be
required to provide a name, valid email, and birthday. This
feature has the added bonus of collecting the information
needed to send specific promo emails to customers on
their birthdays. Each entry will include one golfer from the
field and a score to serve as a tie-breaker in the case of
multiple people correctly choosing the winner. If there is
still a tie at that point, it will go to a random drawing to
select the overall winner. Fans can enter multiple times
as long as they provide a unique email address. An “I
Voted” sticker will then be placed on the participants to
create awareness of the contest around the tournament.
These stickers are meant to play on the patriotic aspect of
voting, and to stand out as a calling card for Golfsmith in
order to attract foot traffic to the booth.

10. 2017 Activation Pitch
ACTIVATION TWO - PICK-EM CHALLENGE

11. 2017 Activation Pitch
MARKETING & SOCIAL MEDIA STRATEGY
Prior to event:
• Promote FIO activation at local Golfsmith stores
First 25 guests at activation each day get a Golfsmith towel
• Promote participation at FIO via local chapters of golf associations via Twitter & Facebook
San Diego County Junior Golf Association @SDJuniorGolf (414 followers)
Executive Women’s Golf Association - San Diego Chapter @EWGA_SD (17.4K followers)
Southern California Golf Association @thescga (3,017 followers)
During event:
• Social media posts about Pick-Em Challenge and Pose Like a Pro Contest
• Share and retweet photos from activation
After event:
• Share Pose Like a Pro photo contest winners via social media
• Create photo gallery of best photos on company website to drive additional traffic
• Post & email blast about clubs and apparel the winner used that are available at Golfsmith
to drive traffic to website
• Use birthday database to send coupons to customers on their birthday

12. 2017 Activation Pitch
SAMPLE MARKETING MATERIALS
#PickEm
#PoseLikeAPro
#AnythingForGolf

13. 2017 Activation Pitch
COST ANALYSIS
Promotional Items Quantity Price Totals
Towels 150 1.25$ 188$
Sunglasses 150 1.25$ 188$
Tees 200 0.35$ 70$
Bottle Openers 200 0.43$ 86$
Bumper Stickers 300 0.13$ 39$
1,000 570$
Prize for Pick-Em Challenge
Gift Cards 1 250.00$ 250$
Prizes for Pose Like a Pro
Gift Cards 4 25.00$ 100$
5 350$
Staffing Costs
Labor Costs -4 days 4 360.00$ 1,440$
Booth Rent
10' x 10' space 1 8,000.00$ 8,000$
Total Cost 11,280$
Golfsmith is operating with a
limited budget, and this activation
is designed with that in mind. The
suggested prizes for the contests
are dependent on the finances
available. They are malleable
and are intended for people to
redeem them at the store or
online and spend more than the
value of the card to inevitably
cover the costs of the prize.
*All prices for giveaway items are based on
estimates. We are reasonably certain that
Golfsmith will be able to find even cheaper
estimates through their own distributors.

14. Prepared exclusively for the Century Club of San Diego by:
Mandy Chatigny, Cole Cook, Piers Ross, Jessica Washington