2x

growth in advertising exposure year over year

CHALLENGE

The PGA Tour and FedEx Cup have over 45 tournaments in their robust schedule. However, not all tournament locations are created equal. Some of Prolific’s best results came during the PGA Tour’s stop on St. Simon’s Island, Georgia, for the RSM Classic. The PGA Tour / RSM Classic needed help driving a higher volume of ticket sales, maximizing the tournament’s paid media buy, and focusing on revenue for events inside the event.

SOLUTION

The PGA Tour and FedEx Cup have over 45 tournaments on their robust schedule. However, not all tournament locations are created equal. Some of Prolific’s best results came during the PGA Tour’s stop on St. Simon’s Island, Georgia, the RSM Classic. The PGA Tour and RSM Classic needed help driving higher ticket sales, maximizing the tournament’s paid media buy, and focusing on revenue for programs inside the event.

Key data and research efforts yielded keen insights that led to more advertising exposure for the tournament from the prior year. The tournament followed strategic recommendations to expand across multiple media platforms, including digital, TV, and radio, in various markets without increasing the advertising budget. To maximize other events occurring around the FedEx Cup stop, the RSM Classic was presented with a “plan-within-the-plan” to increase revenue, exposure, and impact for the tournament. Programs, such as a pre-tournament concert featuring country music star Cole Swindell, aided fundraising efforts for the Davis Love III Foundation were planned and executed.

RESULTS

  • A substantial increase, year over year, in ticket sales for the PGA Tour tournament.
  • The RSM Classic ended the 2019 tournament raising $4.6 million for family-focused nonprofits alongside the Davis Love III Foundation.
  • 2x growth in advertising exposure year over year.

“It’s good to have a national firm right around the corner that partners with us in growing our reach and impact each year.”

Todd Thompson, Tournament Director, The RSM Classic hosted by Davis Love III

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