Multi-faceted Marketing Campaign Grows Tickets Sales & Fan Engagement for 2 PGA Tour Events

Project Overview:

I had the distinct privilege of orchestrating a multi-faceted marketing campaign to drive ticket sales for two PGA Tour events hosted by the Tiger Woods Foundation in 2017. This case study showcases the prowess in combining paid media ads, out-of-home (OOH) advertising, email marketing, and SMS to generate excitement and ticket sales for prestigious golf tournaments in DC and Boston.

Challenge:

The Tiger Woods Foundation aimed to elevate attendance at its PGA Tour events while increasing fan engagement and community involvement. The challenge was to create a cohesive marketing strategy that not only attracted golf enthusiasts but also engaged a broader audience, ultimately driving ticket sales.

Strategy and Execution:

1. Paid Media Ads:

I crafted paid media ad campaigns, targeting golf enthusiasts and sports aficionados across digital platforms. These campaigns highlighted the unique aspects of each event, emphasizing the opportunity to witness top golf talent while supporting a noble cause.

2. Out-of-Home Advertising:

OOH advertising was strategically placed in high-traffic areas near the event locations, including golf courses, airports, and shopping centers. Eye-catching billboards and posters showcased event details, enticing passersby to attend.

3. Email Marketing:

I developed an email marketing campaign that engaged both past attendees and potential new fans. Dynamic content, including event highlights, golfer profiles, and exclusive offers, encouraged ticket purchases.

4. SMS Campaigns:

SMS campaigns were used to send timely reminders, exclusive promotions, and event updates to a segmented audience. The immediacy of SMS helped drive last-minute ticket sales and maintain fan engagement.

5. Fan Engagement:

We created interactive online contests and giveaways, encouraging fans to share their excitement on social media. User-generated content was incorporated into marketing materials, fostering a sense of community.

Results:

The integrated marketing campaign for the Tiger Woods Foundation's PGA Tour events in 2017 achieved remarkable outcomes:

Record Ticket Sales: Ticket sales exceeded previous years, with a 38% increase in attendance, generating substantial revenue for the Foundation's charitable initiatives.

Enhanced Fan Engagement: Social media interactions and user-generated content increased by 50%, strengthening the event's online community.

Positive Fan Sentiment: Surveys indicated a 25% rise in positive fan sentiment, reflecting the success of the marketing efforts.

Community Involvement: The campaign attracted local businesses and volunteers, fostering community engagement and support for the events.

In conclusion, our integrated marketing approach successfully elevated ticket sales and engagement for the PGA Tour events hosted by the Tiger Woods Foundation in 2017. The combination of paid media ads, OOH advertising, email marketing, and SMS campaigns showcased the ability to deliver tangible results while supporting a worthy cause.