Case Study - Marketing: PGA Travelers Championship

Problem: Plan the PGA Travelers Championship Tour–think of everything that goes into putting on a national event: Risk and Security, Finances, Marketing, ADA, Event Management, etc. As a group, come up with a plan and a budget for each department.

Solution and Reasoning: I was in charge of the marketing department: creating a staff, creating a marketing plan, and creating merchandise and other revenue-making items. For staffing, I split the Marketing department into two teams: Marketing and Creative. Due to the event being in June, I planned for each team to have one spring intern to help with a variety of tasks. The Marketing team was split into Social Media, Sales and Sponsorship. The Creative team was split into Production and Graphic Design. For the marketing plan, the “team” will advertise the event on the PGA social media channels, the Travelers Championship social media channels, billboards in Connecticut and surrounding states, print magazines, commercials, and word of mouth. From there, I envisioned a plan for when and what to post on social media, when to run commercials, and when and what to run in print and radio. In regards to word of mouth, I envisioned the marketing team will create a variety of giveaways with one large grand prize giveaway.