This document outlines a marketing plan to promote the 2015 US Open golf championship in Seattle. It proposes hosting viewing parties and events at iconic Seattle locations like the Seattle Center to generate buzz around the tournament. A kickoff gala would invite athletes and celebrities to unite champions and fans. Daytime viewing parties would include mini golf, games and crafts to engage people of all ages. An extensive social media campaign on platforms like Facebook, Twitter, Instagram and Snapchat would promote events, share live content and run contests to encourage engagement. The timeline schedules the week-long viewing parties and advertising leading up to and during the US Open tournament dates in June.
MW18 Workshop: Experiential Master Plans: Integrating Digital Experiences Int...MuseWeb Foundation
By Brad Baer, Bluecadet, USA
Gone are the days of beginning an experience at a gate or front door. Thanks to technology and interconnectivity we now interact with spaces and places in several different ways before we even arrive and in a much different manner on-site. Irregardless of whether you view this is for the best, it’s clearly here to stay and it means that we should migrate from creating Master Plans towards creating Experiential Master Plans.
Following this session, attendees will:
1. Be able to clearly explain the concept of an experiential master plan that considers the pre, during, and post-visit experience.
2. Have a better idea of how websites, apps, touchscreens, and interactive environments can be integrated into the built environment to improve the overall experience for a diverse audience
3. Learn how to interface with digital agencies and evaluate when and how dynamic interfaces should be integrated into a space.
Présentation en anglais de la marque AXE et étude de sa communication à travers la campagne AXE APOLLO et l'AXE BOAT
M1 STRATEGIES DIGITALES DES MARQUES
ISEG MARKETING AND COMMUNICATION SCHOOL
In November of 2016, I created a nonprofit organization business proposal along with three other students as an assignment for our Nonprofit PR class.
The assignment was to create an entire nonprofit organization from scratch and provide the following: an organization name, mission statement, write out the core values, establish missional programs, identify the target audience, find a location, create a business model, introduce the start-up staff, write a launch communication plan and provide objectives, identify the key message and slogans, identify the
various communication tactics and establish a timeline.
I spent a lot of time on the design of the website and business proposal, but we all equally worked on the content of the proposal.
The opening slides for Games for Health Conference 2014 covering where things are and where they might head for both the field, and The Games for Health Project alike.
Gen Z are digital pioneers, making them a dream target for brand marketers around the globe. Being sceptical, hyper-aware and socially conscious, this generation is all about expressing individual identity, inextricably blending the physical and digital worlds as never before. And with accounting for 40% or all customers, they are the most powerful consumer forces in the market today. But how can you market to Gen Z on social media?
Filmzu is an Ad Tech marketplace that pairs your brand with handpicked filmmakers to create great video content for your business.
Not having a video on your site is only hurting your business, and Filmzu gives a secure place to connect with producers for your next explainer, commercial, event, or any other type of video.
Visit www.filmzu.com to learn more
Socks For Lansing - Integrated Marketing Campaign 2014Diana Steele
As team Data Analyst, I led our research by conducting primary research and gathering and analyzing secondary research to steer our integrated marketing campaign for our client, a local non-profit, Socks For Lansing.
Digitale Taktik – Social Media Strategie und Ziele am Beispiel des SV Werder ...AllFacebook.de
Vortrag von Dominik Kupilas auf der AllFacebook Marketing Conference 2016 in München.
Mehr Informationen:
http://conference.allfacebook.de/session/digitale-taktik-social-media-strategie-und-ziele-am-beispiel/
DLF Andheri Mumbai offers a great living experience with first-class apartments and modern facilities. Be it the greenery or the open space, every inch is designed for healthy and fulfilling living.
For More Info-
Visit - dlf.developerprojects.in
As part of the Level 6 Marketing Communications module, I developed a marketing campaign with another student where we selected a number of media tools to launch a healthy breakfast menu for kids.
The slides include examples of TV advert, outdoor advertising (tube, bus and billboard), Google display ads, Instagram, Facebook and Youtube, magazines and newspapers, sales promotion and press release.
The whole campaign was based on the objectives that we set in the first part of the assignment, where we were KFC and drafted a brief to the agency.
We had to consider the target audience (demographics, psychographics and geographics), budget and how we would evaluate the success of the campaign.
My twitter is @atvidigal and Jozef's is @jozzzko
UCEA 2013: Developing a Community of Educational Technology LeadershipTyler Gayheart
This session will explore the development of an online community of educational technology
leaders. The Google+ platform provides an excellent opportunity to analyze the development of one
such community. This workshop will share data uncovered through Google’s API and via individual
surveys of the community members, moderators and owners. Reports on the statistical trends in
engagement will be analyzed as the community undergoes drastic changes to increase the scholarly
and professional interactions.
Mirko Lorenz Data Driven Journalism Overview Seminar Ordine dei Giornalisti d...Massimiliano Crosato
A seminar by Mirko Lorenz @MIRKOLORENZ (EJC European Journalism Center) on Data Driven Journalism topics at Ordine dei Giornalisti del Veneto, Venezia. 14 April 2015 #DDJ
l progetto dell'A.Na.Vo. intende sperimentare un’attività di affiancamento e tutoraggio rivolta a un gruppo di 10 genitori (in coppia o single) in difficoltà socio – economica. L’attività, svolta dai ‘Buoni Vicini’, volontari opportunamente formati e non retribuiti, dovrà funzionare da guida per i genitori con difficoltà aiutandoli a compiere scelte educative utili per sé, per i figli e per la comunità.
MW18 Workshop: Experiential Master Plans: Integrating Digital Experiences Int...MuseWeb Foundation
By Brad Baer, Bluecadet, USA
Gone are the days of beginning an experience at a gate or front door. Thanks to technology and interconnectivity we now interact with spaces and places in several different ways before we even arrive and in a much different manner on-site. Irregardless of whether you view this is for the best, it’s clearly here to stay and it means that we should migrate from creating Master Plans towards creating Experiential Master Plans.
Following this session, attendees will:
1. Be able to clearly explain the concept of an experiential master plan that considers the pre, during, and post-visit experience.
2. Have a better idea of how websites, apps, touchscreens, and interactive environments can be integrated into the built environment to improve the overall experience for a diverse audience
3. Learn how to interface with digital agencies and evaluate when and how dynamic interfaces should be integrated into a space.
Présentation en anglais de la marque AXE et étude de sa communication à travers la campagne AXE APOLLO et l'AXE BOAT
M1 STRATEGIES DIGITALES DES MARQUES
ISEG MARKETING AND COMMUNICATION SCHOOL
In November of 2016, I created a nonprofit organization business proposal along with three other students as an assignment for our Nonprofit PR class.
The assignment was to create an entire nonprofit organization from scratch and provide the following: an organization name, mission statement, write out the core values, establish missional programs, identify the target audience, find a location, create a business model, introduce the start-up staff, write a launch communication plan and provide objectives, identify the key message and slogans, identify the
various communication tactics and establish a timeline.
I spent a lot of time on the design of the website and business proposal, but we all equally worked on the content of the proposal.
The opening slides for Games for Health Conference 2014 covering where things are and where they might head for both the field, and The Games for Health Project alike.
Gen Z are digital pioneers, making them a dream target for brand marketers around the globe. Being sceptical, hyper-aware and socially conscious, this generation is all about expressing individual identity, inextricably blending the physical and digital worlds as never before. And with accounting for 40% or all customers, they are the most powerful consumer forces in the market today. But how can you market to Gen Z on social media?
Filmzu is an Ad Tech marketplace that pairs your brand with handpicked filmmakers to create great video content for your business.
Not having a video on your site is only hurting your business, and Filmzu gives a secure place to connect with producers for your next explainer, commercial, event, or any other type of video.
Visit www.filmzu.com to learn more
Socks For Lansing - Integrated Marketing Campaign 2014Diana Steele
As team Data Analyst, I led our research by conducting primary research and gathering and analyzing secondary research to steer our integrated marketing campaign for our client, a local non-profit, Socks For Lansing.
Digitale Taktik – Social Media Strategie und Ziele am Beispiel des SV Werder ...AllFacebook.de
Vortrag von Dominik Kupilas auf der AllFacebook Marketing Conference 2016 in München.
Mehr Informationen:
http://conference.allfacebook.de/session/digitale-taktik-social-media-strategie-und-ziele-am-beispiel/
DLF Andheri Mumbai offers a great living experience with first-class apartments and modern facilities. Be it the greenery or the open space, every inch is designed for healthy and fulfilling living.
For More Info-
Visit - dlf.developerprojects.in
As part of the Level 6 Marketing Communications module, I developed a marketing campaign with another student where we selected a number of media tools to launch a healthy breakfast menu for kids.
The slides include examples of TV advert, outdoor advertising (tube, bus and billboard), Google display ads, Instagram, Facebook and Youtube, magazines and newspapers, sales promotion and press release.
The whole campaign was based on the objectives that we set in the first part of the assignment, where we were KFC and drafted a brief to the agency.
We had to consider the target audience (demographics, psychographics and geographics), budget and how we would evaluate the success of the campaign.
My twitter is @atvidigal and Jozef's is @jozzzko
UCEA 2013: Developing a Community of Educational Technology LeadershipTyler Gayheart
This session will explore the development of an online community of educational technology
leaders. The Google+ platform provides an excellent opportunity to analyze the development of one
such community. This workshop will share data uncovered through Google’s API and via individual
surveys of the community members, moderators and owners. Reports on the statistical trends in
engagement will be analyzed as the community undergoes drastic changes to increase the scholarly
and professional interactions.
Mirko Lorenz Data Driven Journalism Overview Seminar Ordine dei Giornalisti d...Massimiliano Crosato
A seminar by Mirko Lorenz @MIRKOLORENZ (EJC European Journalism Center) on Data Driven Journalism topics at Ordine dei Giornalisti del Veneto, Venezia. 14 April 2015 #DDJ
l progetto dell'A.Na.Vo. intende sperimentare un’attività di affiancamento e tutoraggio rivolta a un gruppo di 10 genitori (in coppia o single) in difficoltà socio – economica. L’attività, svolta dai ‘Buoni Vicini’, volontari opportunamente formati e non retribuiti, dovrà funzionare da guida per i genitori con difficoltà aiutandoli a compiere scelte educative utili per sé, per i figli e per la comunità.
1. A PRESENTATION FOR THE USGA + FOX SPORTS UNIVERSITY
MKTG 490 | ABHISHEK BORAH | UNIVERSITY OF WASHINGTON | MARCH 12, 2015
AUSTIN MILLER | KATIE WOODMAN | SARAH ZDANCEWICZ | DEME XENOS
SLIDE DESIGN (C) D. XENOS
3. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
PURPOSE
AN INTERNAL EVALUATION OF GOALS
TO EXTEND THE US OPEN
CHAMPIONSHIP BEYOND
THE GREEN BY CREATING A
SOCIAL MEDIA BUZZ IN
SEATTLE, BUILDING HYPE
AROUND THE OPEN FOR ALL
EXPERIENCE TO INCREASE
VIEWERSHIP AND ENGAGE
SEATTLEITES AND OTHER
VIEWERS.
4. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
BACKGROUND
AN EXTERNAL EVALUATION
5. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
BACKGROUND
AN INTERNAL EVALUATION
6. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
GOALS
AN INTERNAL EVALUATION OF GOALS
8. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
COMPETITON
EXTERNAL EVALUATION
FREMONT FAIR (June19 – 21)
Attendance is over 100,000
MARINERS BASEBALL (June17 – 24)
Home games versus Giants (17-18) & Astros (19-21)
UW COMMENCEMENT (June 13)
ROCK & ROLL MARATHON (June13)
One-day events (commencement + marathon), but
people tend to stay longer, many out-of-towners
10. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | FACTORS TO CONSIDER
ICONICSEATTLE
LOCATION
BIGEVENTS
ALREADY
SCHEDULED
EASEOF
TRANSPORTATION
(ACCESSIBILITY)
PARKINGFOR
ATTENDEES
LARGE,
OUTDOOR
VENUE
11. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | ICONIC SIGHTS
12. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | ICONIC SIGHTS
13. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | SEATTLE CENTER + FISHER PAVILION
Iconic vista
Seattle Space Needle + Pacific Science Center
Large outdoor space
able (and encouraged) to rent building as well
Heart of downtown Seattle
attractive location
Very accessible
by car, light rail, and bus
Metropolitan area
plenty of accommodation choices nearby
Parking
street and plenty of nearby garages + lots
14. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES
15. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES
16. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
LOCATION
FOR VIEWING PARTIES | SEATTLE CENTER + FISHER PAVILION
- Heart of the Seattle center
- 21,000 square feet
- 19,000 square foot rooftop plaza
- 1,200 person capacity inside
- Lots of area outside as well (2 acres of green space)
18. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
GET HYPED
KICK-OFF GALA | WEDNESDAY JUNE 17 | “WHERE CHAMPIONS UNITE”
IMAGE OF DESIRED LOCATION | FISHER PAVILLION, SEATTLE CENTER
19. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
GET HYPED
KICK-OFF GALA | WEDNESDAY JUNE 17 | “WHERE CHAMPIONS UNITE”
FISHER PAVILLION AT THE SEATLE CENTER
A MIXER 21+ TO GET THE CITY EXCITED & BUILD BUZZ,
AWARENESS & EXCITEMENT FOR EVENTS TO COME
20. Noteworthy People:
Tournament athletes + local sports celebrities such as
Russell Wilson, Clint Dempsey, Felix Hernandez, & Sue Bird
Invites:
VIP Invitees + Tournament Athletes
Available for purchase (high promo via social media)
Contents winners via radio advertisements on popular radio stations (KISS 106.1, Movin 92.5, 710 ESPN Seattle)
Vibe:
Mixing the young + trendy with the loyal fans + classiness of the sport
High bar tables, couches, full life sized posters of the players
Get Social:
Event will be live-tweeted + broadcasted by snapchat story via
the Fox + USGA marketing team (in addition to that done by guests)
Get Social:
Make it buzzworthy!
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
GET HYPED
KICK-OFF GALA | WEDNESDAY JUNE 17 | “WHERE CHAMPIONS UNITE”
21. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
CONSIDER PARTNERSHIP WITH AMERICAN EXPRESS
DAYTIME EVENTS
THE VIEWING PARTIES | “OPEN FOR ALL” EXPERIENCE | JUNE 17 – 21
22. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
ACTIVITIES
THE VIEWING PARTIES | “OPEN FOR ALL” EXPERIENCE | JUNE 17 – 21
Putt Putt
(Mini Golf)
+
Crafts
(giant golf ball decoration)
Video Game Simulations
+
Mini Golf
+
Social Media Contest
Beer garden
(Pike Place Brewing Company)
+
Photo-booth
+
Entry to win trip to Scotland
(birthplace of modern golf)
24. CAMPAIGN
UNIFIED CAMPAIGN PRIOR + DURING EVENTS
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
25. CAMPAIGN
UNIFIED CAMPAIGN PRIOR + DURING EVENTS
#USOPEN2015
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
27. PROMOTION
VIEWING PARTIES CHANNELS
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
28. PROMOTION
VIEWING PARTIES CHANNELS | FACEBOOK
What: Starting June 1, build hype for Kickoff Gala:
“Where Champions Unite” on June 17th
Goal: Increase likes + shares; raise awareness for
entire event as well as kick-off gala
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
29. PROMOTION
VIEWING PARTIES CHANNELS | VINE
What: Players and attendees posting short videos
Goal: Bring a personal feeling to the event, as if
viewers are with the players themselves
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
30. PROMOTION
VIEWING PARTIES CHANNELS | TWITTER
What: Tweet about the SOCIAL MEDIA as well as
live-tweet the event + updates on the US Open
#USOpen2015 #USGA #FoxSports #golf
Goal: Spark dialogue (thus encouraging
engagement) with players, fans, + viewers
(at event and those watching it from home)
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
31. PROMOTION
VIEWING PARTIES CHANNELS | SNAPCHAT
What: In addition to the marketing team, players,
Seattle residents + Chambers Bay viewers send in
Snapchat videos while at the US Open or SOCIAL
MEDIA to be added to the US Open Snapchat story
Goal: Targeting the millennial generation, increasing
viewership + involvement by a younger demographic
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
32. PROMOTION
VIEWING PARTIES CHANNELS | INSTAGRAM
What: Instagram contest with prizes to win
Goal: Increase VIEWING PARTIES participation;
spread awareness + engagement; help in
becoming viral
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
33. PROMOTION
INSTAGRAM CONTEST | SHOW YOUR GREEN
Show your green. Get the green.
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
34. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
PROMOTION
INSTAGRAM CONTEST | SHOW YOUR GREEN
Show your green. Get the green.
DATES: Wednesday, June 10th 8am - Sunday, June 21st 5pm
(Wednesdays = top day of engagement on USGA’s Instagram)
PRIZES: $1,000 for 1st place; $500 for 2nd place; $250 for 3rd place
REQUIREMENTS: Golf + Seattle + Green
HASHTAG TO ENTER: #USOpen2015, #USGA and #FoxSports
36. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
HYPE TIMELINE
IMPLEMENTATION | KEY DATES OF PARTIES + AD CAMPAIGN
37. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
HYPE TIMELINE
IMPLEMENTATION | KEY DATES OF PARTIES + AD CAMPAIGN
1) Finalize the all bookings (venues to be booked in late March)
2) Begin creation of print + media ads, integrating local sights,
athletes (local and golf), & the color green
BOB JONES AWARD
Though invite only, should be streamed online,
snapchatted, live-tweeted, and shown in Fisher Pavilion
TUE
JUNE
OPEN FOR ALL EXPERIENCE BEGINS
High utilization of all social media channels
Daytime: Athletes finishing practice rounds
Evening: Kick-off Event in Fisher Pavilion 7pm
WED
JUNE
THUR
JUNE
SUN
JUNE
OPEN FOR ALL EXPERIENCE
Live streaming of Chambers’ Bay in Fisher Pavilion
Daytime activities + high promotion on social media
FRI
JUNE
OPEN FOR ALL EVENT ENDS
Daytime: Championship
Evening: Closing Event in Fisher Pavilion 8pm
Begin evaluation of social media
ventures and other
KPIs, such as attendance at
demographic spread
Tear down of venues
(outsourced)
Send survey for attendee
feedback as well as digital
feedback (via FB + Twitter)
Handwritten thank you notes to
all local businesses + athletes
involved during Experience
SAT
JUNE
38. THE IMPACT OF THE
CAMPAIGN AND THE
SUCCESS OF THE EVENTS?
39. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
EVALUATION
VIA SIMPLY MEASURED | THROUGHOUT EVENT
PURPOSE: To understand the connection and commitment of consumers interacting with brand,
measuring engagement rather than simply the CPM or, in colloquial terms, the “cost for eyeballs”
(meaning simple views); examining content of interactions (i.e. what are the tweets saying?)
HOW: SocialMention metrics (how positive, passionate, etc. are conversations); Click-through rate
on website, increased number of followers, & Average Time Per Site vs Bounce Rate
CPM on Snapchat
# of followers (Twitter)
# of friends (Facebook, Instagram)
Demographics &location of followers & friends
Activity level of followers (ex: time since user’s last tweet)
# of likes, shares, retweets
# and context of comments
40. 25%INCREASE
O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
EVALUATION
KPIs | POST-EVENT EVALUATION
80%
OF ATTENDEES CONNECTED
VIA 1+ SOCIAL MEDIA PLATFORM
4500 POSTS
ON INSTAGRAM
THROUGHOUT THE
WEEKEND FESTIVITIES
ON SOCIAL MEDIA FOLLOWING
30MIN
OF SNAPCHAT STORIES
(10 SEC STORIES
20 SNAPS
TWICE DAILY
X5 DAYS)
15%INCREASE
OF ATENDEES AGED 18 - 30
50%PASSION
VIA SOCIAL MEDIA ANALYTICS
42. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
RECAP
SEA YOU ON THE GREEN
43.
44. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
EXAMPLE INVITATION COVER FOR KICK-OFF GALA | JUNE 17
45. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY REPORTS
1. 2014 U.S. Industry total sold through Golf courses & country clubs-Product & Services Report
Barnes Reports
U.S. Metropolitan Areas – Estimated Industry Sales ($Millions)
Year: 2013
Seattle - Tacoma - Bellevue = 136.2 million in total sales
U.S. Metropolitan Areas – Estimated Industry Sales ($Millions)
Year: 2014
Seattle - Tacoma - Bellevue = 142.6 million in total sales
2. Golf: Twitter - % by Age/Gender VIA SBRnet
Number of Followers 2013 - 4,495,000
Number of Follower 2014 - 5,311,000
46. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY REPORTS
Item 2013 2014
% USING ANY ONLINE DEVICE:
Total Using Social Media (Net) n/a 53.2
YouTube 38.7 37.6
Facebook 29.3 31.1
Google+ 17.7 18.9
Instagram 13.9 15.6
Twitter 11.4 12.9
Pinterest 10.7 12.8
Tumblr 10.1 11.1
Golf: % of Fans Using Social Media, by Device
47. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY REPORTS
48. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
MIND OF A GOLFER
https://www.americangolf.com/blog/mulligans/the-demographics-
of-golf-inside-the-mind-of-a-golfer/
49. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
MIND OF A GOLFER
https://www.americangolf.com/blog/mulligans/the-demographics-
of-golf-inside-the-mind-of-a-golfer/
50. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY REPORTS VIA SIMPLY MAP | GOLF-RELATED SALES AT SEATTLE SPORTING GOOD RETAILERS
51. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
PAST USGA OPEN ANALYSIS
Peak interest (100 “points”): June 8 – June 14th
Secondary: June 1- June 7th (21 “points); June 15th – 21st (31 “points”)
Low interest: May 18-24th (7); May 25-31 (13); June 22-28th (4)
http://www.google.com/trends/explore#q=pinehurst%20us%20open%202014&date=4%2F2014%204m&cmpt=q&tz=
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APPENDIX
USGA + FOX SPORTS INTEREST
June 2014: Google Trends indicate the correlation in
interest between the USGA and Fox Sports.
Thursday & Saturday of the 2014 tournament
had highest interest for Fox Sports
USGA had the highest level of interest on Thursday;
however Friday and Saturday were popular as well
53. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
GOLF + MILENNIALS
Participation Statistics:
• For the fifth year, overall participation in golf
fell in 2014
• Participation for people aged 18-34 fell 13% in
2013 from 2009
• Running rose 29% in this timeframe
USGA Efforts: “Play 9” campaign
• Reduce costs and costs of playing golf
• $23 for 9 holes
• $52 for 18 holes
Source: WSJ http://www.wsj.com/articles/a-game-of-golf-not-for-many-millennials-1406159228
54. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
USGA CRITICAL SWOT
S - Hosted by renowned golf association, 120
year tradition, reputable players
W - Age of attendees, social media presence
O - Large age segment unaccounted for,
increase in social media usage
T - PGA tour is more well known, golf is seen as
inaccessible to younger generations, “U.S.
Open” is associated with tennis
55. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
PORTER’S 5 FORCES ANALYSIS
Threat of New Entrants: Low
Threat of Substitutes: High
Buyer Power: Low
Supplier Power: High
Rivalry among Existing Firms: Medium
56. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
EXPANDED PROBLEM STATEMENT
The U.S. Golf Association already succeeds in attracting the typical
golfers, especially men between 30 and 60 years old. However,
they hope to increase popularity of golf among the younger
population, ages 30 and below.
The USGA wants a high involvement from younger age groups,
especially in relation to participation in the USGA’s annual U.S.
Open Championship. This can be achieved through social media
and actual attendance to the Open or its related events. Currently
there is no marketing campaign or strategy targeting this age
group effectively and therefore the USGA misses out on the
potential value of this group.
We will create a marketing campaign for the 2015 U.S. Open at
Chamber’s Bay to capture this demographic and establish a long-
term relationship with them and the sport of golf as well as improve
their online engagement with this year’s Open for All event.
57. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
CUSTOMER ANALYSIS
• 62,860,000 U.S. citizens were considered golf fans last year.
These are people who either viewed or attended a golf event.
Their median age was 54 years old.
• 5,063,000 U.S. citizens attended a golf event last year in-person.
59% of these were male, and 41% were female.
• Each age spread accounts for over 20% of golf fans (18-34, 35-49,
50-64, 65+), which suggests that golf attracts fans of all ages
• The West Coast only accounts for 18.1% of golf fans
• Nearly 10,000,000 golf fans viewed a golf event online using their
computers, tablets, or smartphones last year
• 53.2% of golf fans utilize some form of social media
• The median age of fans who follow golf on Facebook and Twitter
is much younger (Facebook - 45 years old, Twitter - 36 years old).
9,537,000 people follow golf on Facebook; 5,311,000 people
follow golf on Twitter.
http://www.sbrnet.com.offcampus.lib.washington.edu/research.aspx?subrid=724
58. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
CUSTOMER ANALYSIS
• According to Social Mention, PGA has a much higher sentiment
rating, with 73 positive mentions to every 1 negative, in
comparison to USGA which has 12 positive mentions to every 1
negative.
• However, the USGA has greater strength, passion, and reach in
comparison to the PGA. It also has a higher number of retweets.
• PGA = 764k followers on Twitter, 740k likes on Facebook
• USGA = 72.5k followers on Twitter, 123k likes on Facebook
via Social Mention & respective social media sites for each brand
59. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY ANALYSIS
• Approximately 9.6% of the US population plays golf (1)
• Seattle population: 652,405 (2) → So this would mean approximately 62,630 are golfers
• 14 courses in Washington state (3)
• Golf Courses and Country Clubs Industry (4)
• Key Economic Drivers: Households earning more than $100,000
• $22.6 billion industry with 1.4% expected annual growth over the next 5 years
• Leisure activity → Impacted significantly by per capita disposable income
• Golf has diminished in popularity among the younger demographic over the past
several years
• 4 million less people played golf in 2014 than in 2009
1) http://www.statisticbrain.com/golf-player-demographic-statistics/
2) United States Census Bureau
3) http://www.golfnow.com/course-directory/washington-golf-courses/seattle-golf-courses
4) http://clients1.ibisworld.com.offcampus.lib.washington.edu/reports/us/industry/currentperformance.aspx?entid=1652
“Playing golf in the great city of Seattle, WA can be rewarding. Seattle has 14 courses to choose from. The local time zone is Pacific Time and
daylight savings time is observed. The average household income in Seattle is $46,180 with an average of 2.44 people per household. If you
want to buy a home in Seattle expect to pay around $247,623. For a home on a golf course expect to pay around $321,910. When you play
golf in Seattle you will be teeing-off at about 10 feet above sea level.” (4)
60. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
INDUSTRY ANALYSIS | VIA IBIS WORLD
61. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
FOX SPORTS TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED
“On average, your audience has 0.8x as
many followers as users they are following.”
“On average, your audience
tweets 0.0 times per day.”
“7% of your total followers are
above the Worldwide Klout Score.”
Klout Score ranges between 1 and
100, and represents your influence.
Higher score = more influence.
Worldwide score = 40
sports, life, fan, football, music
Jovan Haye (football player),
Jada Cheng (model), Coach Motto (Coach quotes),
BAMN_NATION (Prince Obi)
62. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
FOX SPORTS TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED
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APPENDIX
USGA TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED
“On average, your audience has 1.5x as
many followers as users they are following.”
“On average, your audience
tweets 0.1 times per day.”
“7% of your total followers are
above the Worldwide Klout Score.”
Klout Score ranges between 1 and
100, and represents your influence.
Higher score = more influence.
Worldwide Score = 40
golf, golfer, sports, club, fan
Majority from East Coast (GMT - 5)
Ben Landis (songwriter),
Ixekizumab Psoriasis, Lord Louis Gilbert (video blogger), EliYoungBand
64. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
USGA TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED
65. O V E R V I E W | A N A L Y S I S | V I E W I N G P A R T I E S | S O C I A L M E D I A | E V A L U A T I O N | R E C A P | A P P E N D I X
APPENDIX
USGA INSTAGRAM| MARCH 2015 | SOURCE: SIMPLYMEASURED
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APPENDIX
USGA INSTAGRAM| MARCH 2015 | SOURCE: SIMPLYMEASURED