PGA Tour
Who: A case competition with the BU Marketing Club and the official PGA Tour.
Why: The average golf fan is 54 years old. The PGA Tour wanted BU students to come up with 3 marketing ideas to attract younger demographics and build a larger social media presence.
What: Our case team started off with research and then conceptualized strategies that could attract younger audiences.
How:
To understand what would attract audiences from ages 18-24, we surveyed and interviewed students on BU campus.
The 3 Recommendations:
Stanley “Putt for a Prize”
FedEx Golf Simulator
1. Greek Life x PGA Tour
With past successes such as Nike, Gymshark, and Poppi, sorority rush events bring in a whole new demographic of younger audiences.
RushTok could bridge the gap between target audiences and PGA through physical and digital content
2. College Pop-ups
The PGA Tour has multiple partnerships including Stanley and FedEx.
College pop-ups provide foot traffic and physical media, garnering more social media attention.
Traditional advertising doesn’t work on younger audiences and pop-ups would help with engagement.
3. PGA x TGL Influencers
Drawing inspiration from NBA All Star Game, the TGL (TMRW Golf League) takes advantage of an already existing PGA subsidiary and puts it on the forefront of promotion.
The PGA Tour would invite social media influencers to participate at the TGL and pair them up with golf professionals and PGA athletes.