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The Memorial Tournament & Golfweek. Golfweek’s multi-platform solution for reaching golf’s most important audience. Objectives. Based on our October 2 phone call, I learned about the following objectives for the Memorial Tournament: - PowerPoint PPT Presentation
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The Memorial Tournament
&
Golfweek
Golfweek’s multi-platform solution for reaching golf’s most important audience
Based on our October 2 phone call, I learned about the following objectives for the Memorial Tournament:
• Online marketing to promote badge sales and tune-ins in April and May 2010
• Print marketing to promote tune-ins in May 2010
• Possible print marketing to promote badge sales in April 2010
Objectives
Golfweek is the #1 weekly among serious golfers according to a 2009 independent Golf Datatech study
Golfweek’s Readers and the Memorial Tournament…a Perfect Match!
Online Marketing
Homepage banners consisting of the following sizes:
• 728x90
• 300x250
• 160x600
Approach Shots e-Newsletter
• Approach Shots is sent 4x per week to 35,000 opt-in subscribers
• The Memorial Tournament will have an exclusive 160x600 banner within the newsletter
Dedicated e-Blasts
• Sent to 25,000 opt-ins
• The Memorial Tournament can create a 100% custom message
Golfweek Print
Golfweek is on TOUR every week providing “inside the ropes” access to our readers and the perfect environment for our advertisers to promote tune-ins
Golfweek Cover Wrap
You pick the geography and Golfweek subscribers in those areas will receive their issue with a custom cover wrap consisting of 3 full pages: Front cover, inside front cover and inside back cover.
Proposal A
Total Cost - $34,189 net
Online Campaign
400,000 homepage impressions geo-targeted to Ohio in April and May
10 Approach Shots e-newsletter sponsorships to 30,000 opt-ins in April and May, 300,000 impressions total
4 dedicated e-blasts sent to 20,000 opt-ins in April and May, 80,000 impressions total
4 separate 24-hour homepage online brand wraps in April and May, 300,000 impressions total
1,080,000 impressions total
Print Campaign
Consumer cover wrap to run to subscribers in Ohio to promote badge sales
Full page tune-in ad to run prior to the Memorial Tournament
Proposal B
Total Cost - $19,189 net
Online Campaign
300,000 homepage impressions geo-targeted to Ohio in April and May
4 Approach Shots e-newsletter sponsorships to 30,000 opt-ins in April and May, 120,000 impressions total
2 dedicated e-blasts sent to 20,000 opt-ins in April and May, 80,000 impressions total
2 separate 24-hour homepage online brand wraps in April and May, 150,000 impressions total
650,000 impressions total
Print Campaign
Full page tune-in ad to run prior to the Memorial Tournament
The following slides provide additional background
information on Golfweek.com
GOLFWEEK.COM SITE TRAFFIC
Source: Google Analytics August 31, 2009
Golfweek.com site traffic (average)Unique Visits 255,000 monthlyTotal Views 460,000 monthly
Page Views 1,800,000 monthly
Golfweek.com usageAve. length of visit 6 min. & 55 sec.
UNDUPLICATED AUDIENCE60% of Golfweek.com users
DO NOT subscribe to the print publication.
KEY DEMOGRAPHICSPRINT SUBSCRIBERS ONLINE VISITORS
95% Male, 5% Female 94% Male, 6% FemaleAge 52 52Average HHI $185,700 $152,371Average net worth $1,683,300 $1,483,757Currently hold investments 93% 92%
Hold degrees/attended college 89% 92%Own principal residence 93% 88%Plan to purchase real estate (nextthree years)
21% 34%
Average amount spent on golfequipment/year
$2,017 $1,501
Played golf 10+ years 90% 87%Average rounds played/year 87 76Average USGA hand icap 9.9 11Number who have taken a golf trip(last 12 months)
82% 90%
Golf trips taken (last 12 months) 4 4
Source: 2006 User Survey
The following slides provide additional
background information on Golfweek Magazine
Delivering a total of more than 1.3 million readers every week, Golfweek boasts more
readers per copy than any other golf publication.
Source: Mediamark Research Inc., Fall 2007 National Study
DRIVEN BY INFLUENCE
Golfweek continues to be a driving force in the world of golf thanks to the unrivaled power of its readers.
Source: Golf Datatech: Assessing the Pyramid, Spring 2007
Populating the apex of the Pyramidof Influence, Golfweek’s smart,
sophisticated alpha golfers are key influencers who comprise the
core of the industry.
Sources: August 2005 Golfweek Subscriber Studies, Demographic & Non-Endemic Study - Mediamark Research Inc. (MRI); Endemic Study - Golf Datatech
AFFLUENT AND WELL EDUCATED
• 95% Male, 5% Female• 28% of subscribers share each issue with a female resident of the household• Average age: 52• Average HHI: $185,700• Average net worth: $1,683,300• 93% currently hold investments | Ave. sum of investments owned: $665,600• 33% have total household assets of $1 million+• 89% hold degrees or have attended college• 27% hold a master’s degree or higher
INFLUENTIAL BUSINESS DECISION MAKERS
• 73% are in top management• 24% hold C-level positions (Chairman, CEO,CFO, etc.)• 43% own their own business
or are a partner• 41% influence or make decisions about where corporate meetings/retreats are held
AN EXCLUSIVE MARKET OF LOYAL SUBSCRIBERS
Golfweek subscribers whoDO NOT subscribe to the following:• 92% Golf for Women• 91% Travel + Leisure Golf• 83% Sports Illustrated Golf Plus• 82% Links• 72% Golf World• 51% Golf Magazine• 42% Golf Digest
Sources: August 2005 Golfweek Subscriber Studies, Demographic & Non-Endemic Study - Mediamark Research Inc. (MRI); Endemic Study - Golf Datatech
SERIOUS GOLFERS• Average 87 golf rounds per year• 70% are members of a golf club• 19% have a membership at two or more golf clubs• 41% have served on a golf club board or committee• Purchase an average of $2,017 in golf equipment, apparel and accessories each year• 65% own or plan to buy custom- fitted clubs
PRINT CIRCULATION
Golfweek’s circulation has the most coveted mix of skilled players
and professional in the industry.
Source: June 2008 BPA Worldwide; Rate Base 160,000
Total: 162,515
Thank You!
Jereme DayGolfweek MagazineAdvertising Director
7954 High DriveLeawood, KS 66206913.499.7310 phone
913.602.8396 [email protected]
Thank you for the opportunity to submit a proposal for the Memorial Tournament. Please keep in mind, these ideas are not set in stone and can be adjusted to meet your objectives. Contact me should you have any questions.