Open for All Presentation

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

SETS US ON COURSE

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.


BACKGROUND AN EXTERNAL EVALUATION


BACKGROUND AN INTERNAL EVALUATION


GOALS AN INTERNAL EVALUATION OF GOALS

THE MARKET MUST

BE UNDERSTOOD


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

…LOCATION.


LOCATION FOR VIEWING PARTIES | FACTORS TO CONSIDER

ICONIC SEATTLE LOCATION

BIG EVENTS ALREADY

SCHEDULED

EASE OF TRANSPORTATION (ACCESSIBILITY)

PARKING FOR ATTENDEES

LARGE, OUTDOOR

VENUE


LOCATION FOR VIEWING PARTIES | ICONIC SIGHTS


LOCATION FOR VIEWING PARTIES | ICONIC SIGHTS


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


LOCATION FOR VIEWING PARTIES


LOCATION FOR VIEWING PARTIES


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)

CREATING BUZZ


GET HYPED KICK-OFF GALA | WEDNESDAY JUNE 17 | “WHERE CHAMPIONS UNITE”

IMAGE OF DESIRED LOCATION | FISHER PAVILLION, SEATTLE CENTER



FISHER PAVILLION AT THE SEATLE CENTER

A MIXER 21+ TO GET THE CITY EXCITED & BUILD BUZZ, AWARENESS & EXCITEMENT FOR EVENTS TO COME

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!




CONSIDER PARTNERSHIP WITH AMERICAN EXPRESS

DAYTIME EVENTS THE VIEWING PARTIES | “OPEN FOR ALL” EXPERIENCE | JUNE 17 – 21


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)

GET CONNECTED.

CAMPAIGN UNIFIED CAMPAIGN PRIOR + DURING EVENTS


CAMPAIGN UNIFIED CAMPAIGN PRIOR + DURING EVENTS

#USOPEN2015


VALUES + EVENTS.

PROMOTION VIEWING PARTIES CHANNELS


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


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


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)


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


PROMOTION VIEWING PARTIES CHANNELS | INSTAGRAM

What: Instagram contest with prizes to win

Goal: Increase VIEWING PARTIES participation;

spread awareness + engagement; help in becoming viral


PROMOTION INSTAGRAM CONTEST | SHOW YOUR GREEN

Show your green. Get the green.



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

PROMOTION + EVENT TIMELINE.


HYPE TIMELINE IMPLEMENTATION | KEY DATES OF PARTIES + AD CAMPAIGN


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

THE IMPACT OF THE

CAMPAIGN AND THE

SUCCESS OF THE EVENTS?


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

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

30 MIN 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

TO RECAP THE PLAN.


RECAP SEA YOU ON THE GREEN


APPENDIX EXAMPLE INVITATION COVER FOR KICK-OFF GALA | JUNE 17


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



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




APPENDIX MIND OF A GOLFER

https://www.americangolf.com/blog/mulligans/the-demographics-of-golf-inside-the-mind-of-a-golfer/


APPENDIX MIND OF A GOLFER

https://www.americangolf.com/blog/mulligans/the-demographics-of-golf-inside-the-mind-of-a-golfer/


APPENDIX INDUSTRY REPORTS VIA SIMPLY MAP | GOLF-RELATED SALES AT SEATTLE SPORTING GOOD RETAILERS


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=


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


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


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


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


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.


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


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


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)

http://www.statisticbrain.com/golf-player-demographic-statistics/








http://www.golfnow.com/course-directory/washington-golf-courses/seattle-golf-courses












http://clients1.ibisworld.com.offcampus.lib.washington.edu/reports/us/industry/currentperformance.aspx?entid=1652

http://clients1.ibisworld.com.offcampus.lib.washington.edu/reports/us/industry/currentperformance.aspx?entid=1652


APPENDIX INDUSTRY ANALYSIS | VIA IBIS WORLD


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)


APPENDIX FOX SPORTS TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED


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


APPENDIX USGA TWITTER | MARCH 2015 | SOURCE: SIMPLYMEASURED


APPENDIX USGA INSTAGRAM| MARCH 2015 | SOURCE: SIMPLYMEASURED


APPENDIX USGA INSTAGRAM| MARCH 2015 | SOURCE: SIMPLYMEASURED

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