DICK's Sporting Goods is launching a campaign called "Teeing Off for Awareness" to raise money and awareness for muscular dystrophy. The campaign will include a golf tournament on June 27, 2015 with children's activities. DICK's aims to increase public awareness of muscular dystrophy by 15% and social media engagement related to the campaign by 30% using the hashtag #teeingoff. Penguins player Kris Letang will promote the event.

1. DICK’s Sporting Goods
345 Court Street, Coraopolis, PA 15108 / www.dickssportinggoods.com /724-273-3400
TEEING OFF FOR AWARENESS
OVERVIEW
DICK’s Sporting Goods started as a small bait-and-tackle store owned by Dick Stack in
1948. Stack worked at Army surplus store in Binghamton, New York. He was asked to
create a list of products needed to get into the fishing tackle business. The owner told Stack
he was a dumb kid and had no idea what he was doing. Stack went to his grandmother, who
gave him $300 and told him “do it yourself.” By 1958 the store expanded their product line
to what you would find in DICK’s Sporting Goods today.
Stacks son, Ed Stack is the current CEO and Chairman of DICK’s Sporting Goods. He and his
siblings bought the store from their father and expanded it from two stores to over 500
stores.
CAMPAIGN SUMMARY
DICK’s Sporting Goods will use their new campaign “Teeing Off for Awareness” to bring
attention to and raise money for muscular dystrophy. DICK’s Sporting Goods will be using
community relations to gain awareness. “Teeing Off for Awareness” is geared towards
providing news and information about muscular dystrophy.
OBJECTIVES
 The “Teeing Off for Awareness” campaign aims to making a 15 percent increase in
public awareness for muscular dystrophy.
 Hold a special event golf outing to provide the community with a place to gain
information and chance to donate to muscular dystrophy on June 27, 2015.
 Improve social media usage involving “Teeing Off for Awareness” campaign by 30
percent by using #teeingoff.

2. MESSAGES
Teeing off for muscular dystrophy.
By sponsoring this golf event, as well as other events like it, DICK’s Sporting Goods store is
hoping to involve communities in athletics events, as well as raise not only money, but also
awareness, for people struggling with muscular dystrophy.
Everybody’s body is worth fighting for. Join Dick’s against muscular dystrophy.
While DICKs Sporting Gfoods store sells high quality sporting equipment, it is important to
give back to individuals who have a warrior’s spirit but cannot participate in athletics. By
raising awareness of and money for individuals who suffer from muscular dystrophy,
DICK’s is hoping to help the next generation of great athletes.
PUBLICS
 Local golfers
 Cranberry Twp. Residence
 People in Greater Pittsburgh area
 Local Professional Athletes
 Journalists
 Philanthropists
 People with muscular dystrophy
 Supporters of muscular dystrophy research
 DICK’s consumers
MEDIA RELATIONS PLAN
For media relations for the “Teeing Off for Awareness” event, DICK’s would not only be
giving special invitations to journalists but also to the various members of Pittsburgh
athletic fame who would be urged to tweet from the event. It is our belief that, should we
be able to draw big names, they themselves would act as a draw for the community as well
as news sources ranging as far as Pittsburgh, if not further. Additionally, these individuals
would generate good publicity that would be shared among all the publics that follow them,
thus spreading our organization’s message of an active lifestyle in order to raise money and
awareness for those suffering from muscular dystrophy.
This would of course be in addition to general news coverage that an event of this size
would garner, as well as posting our own photos from the event online, as well as, in the
weeks before the event, tweeting about the upcoming event as well as posting information
about it, and DICK’s new program, on Facebook, Twitter and Instagram.

3. Between our pre-existing publics and the public attention that would be gained through the
media coverage, and the involvement of famous athletes, we believe that our message
would be spread a substantial amount, and reach many latent publics.
“TEEING OFF FOR AWARENESS” EVENT
 A golf outing at Cranberry Highlands Golf Course will be held on Saturday, June 27,
2015.
 The golf outing will be at 9 a.m.; registration is required by June 1st to participate in
this outing.
 The children’s activities and golf pro help will start at 10 a.m. and will end at 4 p.m.
on Saturday, June 27, 2015.
TACTICS
 DICK’s Sporting Goods will hold a special event with their “Teeing Off for
Awareness” campaign at Cranberry Highlands Golf Course.
o Golf Outing
o Children’s activities
o Golf Pro Help
 DICK’s Sporting Goods will use social media, Facebook, Twitter, and Instagram to
promote the event and start building awareness for muscular dystrophy.
o Hashtag #teeingoff will be used for all social media accounts
 DICK’s will use the hashtag to promote the event and when stating
facts about muscular dystrophy.
 The hashtag will be used on Facebook and Twitter before and
after the event to receive feedback about “Teeing Off for
Awareness” event.
 The public will use the hashtag when posting images and information
about muscular dystrophy.
 DICK’s will ask the public to post pictures via Instagram of
their stories involving muscular dystrophy using #teeingoff.
 DICK’s Sporting Goods will use a spokesperson to help bring awareness to muscular
dystrophy and the golf outing
o Penguins’ Player Kris Letang will be the spokesperson
o He will attend the golf outing
 DICK’s will use a Penguins’ player because of the new UPMC Lemieux
Sports Complex in Cranberry Township.
 DICK’s Sporting Goods will create a press release about the golf outing event.
o Will provide the location and date of event
o Will provide the reasoning for event
o Will provide the special quest that will be at the event

4.  DICK’s Sporting Goods will create print publications
o Flyers will be created and posted throughout Cranberry Township and
Pittsburgh businesses to bring attention to the upcoming event.
o A brochure will be created with information about muscular dystrophy that
will be provided during the golf outing event.
o Billboard about the golf outing event will be on highway I79 for people to see
while driving to and from Pittsburgh.
OUTLINE OF “TEEING OFF FOR AWARENESS” EVENT
 Promotion for “Teeing Off for Awareness” event will begin April 17, 2015
o Using social media, bill board, and print publications
o Press release will be release after May 1, 2015
 Registration for golf outing at Cranberry Highlands Golf Course must be completed
by June 1st, 2015.
o Register through online application
 “Teeing Off for Awareness” event at Cranberry Highlands Golf Course begins at 9
a.m. June 27, 2015
o Shotgun start for outing will be at 10 a.m.
 Outing should end around 3 p.m.
o Children’s activities will began at 10 a.m. and end at 4 p.m.
o Golf Pro help will began at 10 a.m. and end at 4 p.m.
o Raffle drawings will take place at 3:30 p.m.
 Chinese Raffle
 Car Raffle
 Social Media will continue after the event using #teeingoff until July 27, 2015
o Be able to discuss the success of the event
o Receive feedback on the event

5. REFERENCES
"Dicks Sporting Goods Official Site Every Season Starts at Dicks." Dicks Sporting
Goods Official Site Every Season Starts at Dicks. N.p., n.d. Web. 23 Oct.
2014.
<http://www.dickssportinggoods.com/corp/index.jsp?page=aboutUs&ab=Fo
oter_Column1_AboutUs>.