Dixon Schwabl has worked with the Heritage Classic Foundation since 2009, helping promote and sell tickets for the RBC Heritage in South Carolina. In 2018, we turned our attention to the tournament’s golden anniversary.
PGA Tour kudos for Best Integrated Marketing Plan
The RBC Heritage had set a record for ticket sales in 2016—and in 2017, organizers wanted to increase sales by another 4.5%. We helped them do just that, surpassing the goal and achieving a 4.75% increase.
For the tournament’s 50th year, we set out to help the foundation go even further with an additional 3% increase in 2018.
How did the 2018 campaign work? It was all about delivering the right message to the right person in the right place at the right time. In partnership with the RBC Heritage, we first identified those most likely to purchase tickets.
Then, to reach them, we crafted a seven-month, multi-channel campaign integrating PR, social media, paid media, email and paid search. Other key initiatives: a Cheers to 50 Years Kickoff Party, an influencer campaign with Southern Charm’s Shep Rose, a 50th RBC Heritage Cocktail Contest, a media tour in Charleston and a special golden passport game that drove on-site engagement.
For social media, sales from Facebook ads jumped 35% over 2017.
Paid search generated a 2.91% e-commerce conversion rate for an 18.29% YOY increase.
Our email campaign resulted in a 9% increase in ticket sales over the 2017 email campaign (a 21-to-1 ROI).
PR efforts produced 1,000 media mentions and more than $20 million in earned publicity.
Every year, the PGA TOUR invites all of its tournaments to a summit to celebrate best practices and great marketing. Against very tough competition, our work walked away with its own cheers.
The campaign performed so well, it earned a special PGA TOUR award for Best Integrated Marketing Plan.