2017 ACTIVATION PITCH

2017 Activation Pitch

OVERVIEW

Golfsmith has partnered with the Farmers Insurance Open for several years now. Unfortunately, the company has seen a negative return for the past three tournaments. This proposal aims to ensure a successful activation, in that it will

hopefully provide a positive return on investment and aid in the data collection and lead generation for Golfsmith’s custom fittings service and retail stores. This report

will lay out a marketing and activation strategy that focuses on targeting two markets simultaneously, while offering an exciting way for fans to engage and participate

either in person, or via social media.

2017 Activation Pitch

GOALS OF ACTIVATIONThe main goal of this activation is to incentivize customers to visit the local Golfsmith store. In the past, discount cards were handed out in an effort to capitalize on the investment at the tournament. For 2017 this activation seeks to combine the distribution of physical discount cards with the introduction of digital coupons. In this way, we hope to maximize Golfsmith’s return on investment for future tournaments. Next the plan is to collect as much information as possible from potential customers through data collection including: names, emails, and birthdays. An all-encompassing social media strategy will not only promote the activation, but also increase following and engagement on all of Golfsmith’s social media platforms.

2017 Activation Pitch

ACTIVATION STRATEGYTwo Activations in Golfsmith Tent 1. “Pose Like a Pro” Photo Contest

2. Pick-Em Challenge

Our activation strategy will create increased fan involvement at the Golfsmith tent by providing an engaging, memorable experience for all ages. By promoting our contests via Twitter, Facebook, and Instagram, the activation will initiate a digital conversation around the activation at FIO. While participants are waiting in line for either contest, the wait time provides Golfsmith staff an opportunity to converse about the new products and offerings at Golfsmith stores. Both activations paired together create multiple customer touch points and brand exposure throughout the four days of the event.

2017 Activation Pitch

Golfsmith-Branded Promo Items

2017 Activation Pitch

POSE LIKE A PRO - PHOTO BOOTHThe Photo Booth activation will be inside of the Golfsmith tent and will be run by two Golfsmith staff members. Fans will be drawn to the tent with Golfsmith-branded giveaway promo items such as sunglasses, tees, and golf towels. Golfsmith products including apparel, clubs, and accessories will be available as props for the photo booth. Fans must participate in the “Pose Like a Pro” photo contest and give an email address to earn the giveaway item. There will be different themes for each day of the FIO tournament to encourage returning fans to participate multiple days and create unique photos each day. Golfsmith staff will take the photos on an iPad using the Fotozap App so photos will go to an online server for Golfsmith social media use and will also be emailed to the participants with a custom message and GolfSmith coupon.

Themed Days: Throwback Thursday Funny Friday Stylin’ Saturday Championship Sunday

2017 Activation Pitch

POSE LIKE A PRO - PHOTO BOOTH

2017 Activation Pitch

POSE LIKE A PRO - PHOTO BOOTH

After getting their photo taken at the Golfsmith tent, participants will receive an email with their photo with links for them to easily share photos on social media. Along with their photo, they will also receive a discount coupon with a link directly to Golfsmith’s website so they can begin to browse the newest items immediately. This will increase engagement with Golfsmith social media channels and incentivize people to visit Golfsmith stores.

2017 Activation Pitch

ACTIVATION TWO - PICK-EM CHALLENGEThe Pick-Em Challenge is a contest in which fans will try to correctly select the champion of the Farmers Insurance Open. By doing so, they will be entered for a chance to win a Golfsmith gift card that must be redeemed in store. As an incentive to participate, they will receive a free Golfsmith promo item (sunglasses, golf tee, etc.) Fans can participate at the booth either digitally on an iPad, or in paper form, making it easier for all ages to participate. In order to qualify to win, each person will be required to provide a name, valid email, and birthday. This feature has the added bonus of collecting the information needed to send specific promo emails to customers on their birthdays. Each entry will include one golfer from the field and a score to serve as a tie-breaker in the case of multiple people correctly choosing the winner. If there is still a tie at that point, it will go to a random drawing to select the overall winner. Fans can enter multiple times as long as they provide a unique email address. An “I Voted” sticker will then be placed on the participants to create awareness of the contest around the tournament. These stickers are meant to play on the patriotic aspect of voting, and to stand out as a calling card for Golfsmith in order to attract foot traffic to the booth.

2017 Activation Pitch

ACTIVATION TWO - PICK-EM CHALLENGE

2017 Activation Pitch

MARKETING & SOCIAL MEDIA STRATEGY

Prior to event:• Promote FIO activation at local Golfsmith stores First 25 guests at activation each day get a Golfsmith towel• Promote participation at FIO via local chapters of golf associations via Twitter & Facebook San Diego County Junior Golf Association @SDJuniorGolf (414 followers) Executive Women’s Golf Association - San Diego Chapter @EWGA_SD (17.4K followers) Southern California Golf Association @thescga (3,017 followers)

During event:• Social media posts about Pick-Em Challenge and Pose Like a Pro Contest• Share and retweet photos from activation

After event:• Share Pose Like a Pro photo contest winners via social media• Create photo gallery of best photos on company website to drive additional traffic• Post & email blast about clubs and apparel the winner used that are available at Golfsmith to drive traffic to website• Use birthday database to send coupons to customers on their birthday

2017 Activation Pitch

SAMPLE MARKETING MATERIALS

#PickEm

#PoseLikeAPro

#AnythingForGolf

2017 Activation Pitch

COST ANALYSISPromotional Items Quantity Price TotalsTowels 150 1.25$ 188$ Sunglasses 150 1.25$ 188$ Tees 200 0.35$ 70$ Bottle Openers 200 0.43$ 86$ Bumper Stickers 300 0.13$ 39$

1,000 570$

Prize for Pick-Em ChallengeGift Cards 1 250.00$ 250$ Prizes for Pose Like a Pro

Gift Cards 4 25.00$ 100$ 5 350$

Staffing CostsLabor Costs -4 days 4 360.00$ 1,440$

Booth Rent10' x 10' space 1 8,000.00$ 8,000$ Total Cost 11,280$

Golfsmith is operating with a limited budget, and this activation is designed with that in mind. The suggested prizes for the contests are dependent on the finances available. They are malleable and are intended for people to redeem them at the store or online and spend more than the value of the card to inevitably cover the costs of the prize.

*All prices for giveaway items are based on estimates. We are reasonably certain that Golfsmith will be able to find even cheaper estimates through their own distributors.

Prepared exclusively for the Century Club of San Diego by: Mandy Chatigny, Cole Cook, Piers Ross, Jessica Washington