Above Par PR by mauracurtis77

Fox Sports

Above Par PR CASEBOOK 2017

U.S. Open

Team Colleen Degnan

Maura Curtis

Nate Goethel

Natalie Halbrooks

Sarah Gorall

Matt Davis

THE STRATEGY 3

Opportunity

Fox Sports has asked Above Par PR to generate viewership of the 117th U.S. Open held at Erin Hills Golf Course in Wisconsin June 12-18 by targeting millennials and sports enthusiasts. The challenge will be to get millennials, our primary target market, to watch the championship on the FOX networks and to increase downloads of their app, Fox Sports Go, because a majority of golf viewers are of older age demographic. According to research from Mintel, there is also an accessibility problem of golf: people say it is too big of a time committment, it costs too much money and they are unfamiliar with the etiquette and how to play. These challenges call for public relations action because Fox Sports needs Above Par PR to reach its desired millennial demographic. Above Par PR will help to align Fox Sports’ brand identity with millennials’ interests by combining the traditions of golf, Fox Sports’ innovativeness as a brand, the novelty of Erin Hills and its public accessibility and the unique opportunity that Wisconsin brings as a host.

Situation Summary

The U.S. Open was founded in 1895 and is the second of four major championships in golf. The USGA serves as the governing body of golf in the U.S. and Mexico and produces and interprets the rules for the game. This year will be the 117th U.S. Open Championship, and FOX and the USGA enter into their third year of a 12-year broadcasting rights deal. FOX gets to exclusively air the last two days of the championship as part of the deal. Prior to the beginning of the partnership in 2013, FOX had never aired the sport of golf. The goal of FOX having the rights is to expand the audience to a more general sports fan demographic rather than strictly golf fanatics. FOX also wanted to vamp up FS1’s content and viewers by airing 13 USGA championships. The 2016 Open brought some issues between FOX and the USGA, mainly about how FOX prioritized NASCAR over the Women’s Open due to contractual obligations they had. Although there was a general decline across all sports platforms in viewership, Fox Sports Go app had a 99% increase from 2015-16 and hoping to maintain similar numbers in streamed content this year . The U.S. Open is coming to Wisconsin for the first time and will be located at Erin Hills, a public golf course with no members. The course is only ten years old and is located 35 miles north of Milwaukee. Erin hills has previously hosted the U.S. Women’s Amateur Public Links and the 2011 U.S. Amateur. In 2015, the U.S. Open was hosted at another public course, Chambers Bay, to great success. Erin Hills has emphasized its ability to maintain the natural beauty of the landscape and minimally interfere with surroundings during the creation of the course. Fox Sports will need to ensure that it can reconcile its cutting edge brand with the more midwestern feel offered by both Erin Hills and Wisconsin.

Situation Summary

If FOX Sports plans to target millennials, they should also be familiar with the unique challenges presented by that demographic. There are several key findings about the millennials FOX plans to target. Defining millennials as the age group ranging 18-34, these individuals prioritize being frugal and carefree, but also care about staying on trend. The are both highly influenced by and highly influential to their friends. As digital natives, they are dependent on technology and the Internet, and are more likely to stream television on other devices, not minding screen size. Millennials are more likely to use their phones to get sports news and download apps, but millennials also care about what brands represent and stand for. This is important to note because previous campaigns for Fox Sports Go have relied heavily on cheesy themes and antiquated sexism- going so far as to imply models are without purpose now that men are staring at the Fox Sports Go app instead of them. This tone may isolate brand conscious millennials and should be monitored. Fox Sports should also be aware of competing events in Wisconsin, which would draw younger viewers and limit their ability to watch the championship. One such event is Eaux Claires, June 16-17, which recently announced the booking of Chance the Rapper, and will draw huge crowds this year. Other events taking place during this time are the Lakefront Festival of the Arts in Milwaukee as well as Polish Fest and Door County Beer Fest. However FOX can benefit from playing up the tourism aspect in Wisconsin, especially to those who only plan to attend one or two days of the championship. The biggest draws in Milwaukee include Brewers games, the art museum, Discovery World, the Harley Davidson Museum and Potawatomi Bingo Casino. Finally, Holy Hill, a national shrine that draws half a million people annually is located only ten minutes away. In order to successfully market the U.S. Open to its targeted audiences, increase viewership and promote downloads of the Fox Sports Go app, it is necessary to balance the myriad of voices and highlight themes which speak to both Fox Sports, the U.S. Open, Erin Hills and Wisconsin itself. 6

GOAL Encourage millennials to download the Fox Sports Go app and watch the U.S. Open on the FOX network by making the game of golf feel more accessible. 7

Key Publics

1. Millennials

Members of the millennial generation (men and women who are currently between 18 and 35) are among the most critical audience for Fox Sports, the USGA and the U.S. Open. As the first “digital native” generation, they are an important audience to appeal to, especially as traditional outlets continue to dwindle and the Internet, streaming and social media continue to rise. Millennials are 45% less likely than the general public to watch TV, they are avid streamers using their mobile devices and computers. By making golf appealing to this younger generation, FOX can both secure future viewing audiences as well as drive the use of their streaming services such as the Fox Sports GO app.

2. Sports Enthusiasts • “Making connections is key to keeping sports fans engaged” • Overwhelmingly male, white and between the ages of 18 and 54 • Heavy internet users/streamers/portable device users • Strong brand loyalty (likely to only buy a few different brands) 8

Objectives & Strategies

1. Millennials Objective: To raise interest in golf

among millennials by the start of the U.S. Open Championship on June 12th in order to increase likelihood of viewership and app downloads for Fox Sports Strategy: By creating an accessible feel to golf, Fox Sports and its app and the state of Wisconsin

2. Sports Enthusiasts Objective: To encourage sports fans

to tune-in to the Championship on the Fox Sports network and keep them informed and updated on the championship using the Fox Sports GO app

Strategy: By demonstrating the

accessibility of the Fox Sports GO app

Messages

Theme 1. Guide to Golf 2. Guide to WI 3. Get Connected

How To

BIG IDEA Appealing to millennials by bringing to life the idea of accessibility (adj: easy to approach, reach, enter, speak with, or use) 3 Facets of Accessibility: 1. Golf 2. Wisconsin/Erin Hills 3. Fox Sports 11

BIG IDEA: Why Accessibility? 1. Golf • Golf Fans are aging

1. Create an appeal to a younger audience

2. Wisconsin/ Erin Hills • Wisconsin’s Midwestern Hospitality 1. Your neighbor will always invite you in!

3. Fox Sports • Fox Sports Go App makes all sports and the game of golf accessible to anyone, anywhere.

• Natural beauty of Erin Hills Golf • Brand known for Course 1. Erin Hills is a course known for its technological natural landscaping innovativeness • Erin Hills is a public golf course

• Golf’s accessibility problems: 1. Too expensive 2. Takes too much time 3. Do not know how to play • Important to emphasize that golf is: 1. A fun, social activity 2. A great way to network and make connections

• The state is known for outdoor fun 1. A main reason tourists travel to / within Wisconsin is for its many outdoor activites

EVENT MARKETING 13

Links In

What is it? • Networking event for millennials • Hosted by U.S. Open sponsors, Deloitte and Rolex • Gives millennials the opportunity to network with these companies • Will feature local WI food from Colectivo, Lakefront Brewery and Freshfin Poke

Where? • Missing Links Golf Course 12950 N. Port Washington Rd. Mequon, WI 53097 • 262-243-5711

When? • Date: May 28th 2017 • 11a.m.-12p.m.: Registration and optional “mini lessons”

To register, you must download the Fox Sports Go app • 12p.m.-4p.m.: Driving range and networking opportunities • 3:30-4p.m.: Winner (whoever has the longest drive) receives grand prize

Why Links In? • Makes these companies accessible to millennials who are looking for jobs • Gives Fox Sports the opportunity to integrate Deloitte and Rolex into the messaging surrounding the championship • Reinforces our Big Idea that golf is a social activity that is accessible to anyone in many ways 14

Contest

How do you spend your #TeeTime?

What is it?

Contest Premise: Golf looks different to different people, everyone’s tee time is unique; show us how you spend your tee time!

• May 13-June 10th, American Express, a U.S. Open Sponsor, and the Fox Sports Go App will sponsor this contest. • Promo: Well-known sports reporter, Joe Buck, who will also be a commentator at the U.S. Open, will show how accessible the Fox Sports Go app is in between holes, showing his own golf experiences • Tweet or Instagram a picture/ video with the hashtags, #USOpen, #TeeTime, #RoadtoErinHills, showing your unique golfing experience

Why? • Millennials LOVE social media, golf enthusiasts will be paying attention to the U.S. Open Championship, this is where we find the overlap! • Winners receive AMEX gift cards, one grand prize winner receives tickets to the Championship. 15

Charity Tie-In

The First Tee A youth development organization that teaches kids 7-18 about golf, its etiquette and makes it more accessible to them

The state of the Championship can change with every swing... During the Championship, Fox Sports will donate money to The First Tee of Southeast Wisconsin for every time certain events occur: 1. Everytime a golfer hits it into the bunker: $700 2. Everytime a golfer hits it into the water: $500 3. Everytime a golfer hits it out of bounds: $100 4. Sinks a put larger than 15ft: $300 5. Eagle: $1,000 6. Hole in One: $2,500

All of these shots will be highlighted and shared on both the Fox Sports social media accounts and on the Fox Go App 16

PR Alliances

National Alliance for Accessible Golf

The USGA already is involved with the National Alliance for Accessible Golf and we believe continuing to align with them would be great for brand identity. The alliance not only promotes awareness WI Environment about accessible golf, but also speaking out about opportunities in making golf Because the 2017 U.S. Open more accessible. Making golf available to championship is held at Wisconsin’s Erin Hills, a course known for its environmental anyone and everyone also fits well with our big idea. beauty, a PR alliance with Wisconsin Environment will show Fox Sport’s support River Alliance of WI for the important environmental and outdoor elements of both Wisconsin and The USGA has highlighted golf course’s the game of golf. excessive use of water as a key issue.

Wisconsin Environment is a state environ mental group that focuses on protecting and preserving Wisconsin’s environment.

In order to tie in with their water conservation efforts, we believe an alliance with a local Wisconsin water organization, such as the River Alliance of Wisconsin will help to demonstrate FOX’s awareness of the USGA’s priorities, while also demonstrating concern for the environment, something that will play well with millennials.

SOCIAL MEDIA PLAN 18

FOX Sports

Social Media Audit

1. Role of Social Media

To show highlights, humorous clips, photos and videos from other FOX Sports properties (the show “Undisputed,” personalities such as Skip Bayless, other accounts, etc.)

2. Balance

The vast majority of the posts/tweets/etc. are about the various sports that have occurred during the day/week/etc. Very few posts are promoting the FOX brand.

3. Brand Voice

The brand voice is somewhere between informal and strictly professional. It is not stiffly corporate, but it also refrains from using internet slang or abbreviations (i.e. “u,” “ur,” “lol,” etc.) The voice changes slightly for Instagram, which seems to be slightly more loose than the other platforms. This is the only platform where the FOX Sports brand uses emojis in their posts. 19

FOX Sports

Social Media Audit

4. Summary

FOX Sports, for the most part, runs their social media very well. There is no shortage of content and nearly every post/tweet/pin contains a visual element: a video, a picture or a GIF. The voice seems to fit well with the brand and makes a user feel like there really is a person on the other end, not an algorithm or a computer programmed to post at certain times on certain days. The one big thing they could improve upon is interacting more directly with fans and users on the various social media platforms.

5. Follower Engagement

It does not appear that FOX Sports interacts with their followers. They do not tweet at regular followers, nor do they appear to reply to Facebook comments.

FOX Sports

Social Media Audit

6. Content

• Facebook is largely videos, mostly short (<5 minutes) clips of highlights from various sports games/ venues. • Twitter is very similar to Facebook as far as content. Largely composed of short videos, gifs, photos and links to various articles. They seem to try to tag (with @ handles) important players/drivers/athletes whenever they can. • Instagram is 100% photos and videos. Like Facebook, the videos are short (usually not more than a few minutes long) and the photos are often heavily edited to give a quick highlight of an important milestone for a player or outcome of a race/game/match. • FOX Sports’ YouTube channel features wide-ranging video content, including highlight reels, postevent interviews with various athletes and occasionally long (50+ min) episodes of podcasts/other shows. • Snapchat has not “added” as a friend yet, so cannot view their content. • Pinterest has many different “boards” where FOX Sports categorizes their “pins.” Several of the boards fall under the same naming convention of “X on FOX,” where X is league/sport (i.e. “NFL on FOX,” “MLB on FOX,” etc.) other boards feature less “serious” content, such as their “Throwbacks” board, the “Record Breakers” board and the “Fashion in Sports” board. This variety allows the FOX Sports brand to reach a broader audience (fashion lovers, history buffs, etc.). 21

FOX Sports

How influential is FOX Sports?

FOX Sports

How influential is FOX Sports?

FOX Sports WI

Social Media Audit

1. Role of Social Media

To heavily promote the teams they are partnered with (Bucks, Brewers). Since baseball season has officially started, a very large section of their posts are focused on the Brewers, with the Bucks making up the next largest segment, with some Packers coverage and clips and promotions for various FOX Sports WI shows.

2. Balance

Most of the content focuses on the partnered Bucks and Brewers teams, with much of the coverage being highlights, interviews and articles pertaining to those teams. Some coverage is accompanied by promotions for the FOX Sports GO app, but it is subtle enough to not distract from the videos/photos/etc.

3. Brand Voice

The brand voice varies slightly between channels. On Facebook, the tone is friendly, yet professional. They use very little slang, and often end posts with questions to try to start some conversation in the comment section with their followers. On Twitter, the brand voice is a little more casual than Facebook, with some posts using sport-specific slang (i.e. “Hoop + the harm for @ Giannis_An34!” or using the word “trey” for a 3-point shot in basketball). FOX Sports WI’s Instagram voice is even more casual than Twitter, featuring the use of emojis and lacking the kind of structure that we see with Facebook and Twitter posts. Overall, the voice seems very “human,” and far less robotic and corporate than some brands. 24

FOX Sports WI

Social Media Audit

4. Content

• Facebook features a variety of content. This ranges from highlight clips (home runs, good basketball shots, etc.) and postgame videos to linked articles and photos. They have also developed several hashtags for some of their content, with the post-game highlight reel/analysis for both the Bucks and the Brewers falling under the #StoryOfTheGame hashtag. • Twitter features much of the same content as Facebook, with a few notable differences. First, the FOX Sports WI account will occasionally retweet accounts that belong to their reporters/broadcasters/hosts, and not just the accounts of the Bucks or the Brewers. This account also performed some activism, with a post urging Bucks and Brewers fans to #KeepMyNets and to follow a link to promote Charter Spectrum to fans after Charter refused to adhere to the terms of their contract with FOX Sports. Further, most video content is accompanied by the hashtag #FOXSportsGO to promote the use of the FOX Sports GO app to watch various sports. • Pinterest contains 12 separate boards, each with their own distinct theme. One board is updated daily with historic events and pictures commemorating past achievements for Wisconsin-based teams. Other boards are specific to a team, such as the Bucks, Brewers, Packers or Badgers. Others still offer followers a behind-the-scenes look at the FOX Sports WI office. • Instagram appears to be the most promotion-heavy of all the social media platforms. Many posts feature promotions for the FOX Sports GO app, or for various game day giveaways (i.e. coozies, toys, etc) or to promote various bars/places to watch Brewers or Bucks games in the Milwaukee area. • FOX Sports WI does not appear to have a Snapchat at this time. • FOX Sports WI’s YouTube channel seems to be used more to host the videos for their other social media platforms than as its own standalone platform. Nearly every video that appears on their channel also appears on their Twitter or Facebook accounts, where they seem to gain the most interaction/attention. 25

Erin Hills

Social Media Audit

1. Role of Social Media

To promote their golf course and the U.S. Open event. They are able to utilize Instagram and Facebook since they can show followers and users the beauty of their golf course, which they could not get across the same in words.

2. Balance

A majority of the content Erin Hills posts is promoting U.S. Open.

3. Brand Voice

The brand voice is consistent between social channels. Erin Hill’s brand voice sounds professional and positive throughout.

4. Follower Engagement

Erin Hills occasionally engages with their followers by posting pictures on Facebook asking an opinionated question, such as, “which do you think is the most challenging hole location on this green?” On Twitter, Erin Hills will retweet and respond to followers that tag them in tweets that mention U.S. Open quite frequently.

Erin Hills

Social Media Audit

5. Summary

Erin Hills performs well at actively using a variety of different social media channels and synchronizing the content among them. They often link to their Instagram, Twitter or Facebook posts from one of their platforms. Their high quality photos/ videos make the content look attractive for users to click. Erin Hills is also doing an extraordinary job promoting U.S. Open through their own content or sharing other U.S. Open content, however, they could improve on uploading content independent from U.S. Open, such as information/pictures of their hardworking employees. By adding other content like this, Erin Hills could give a more personal and authentic feel.

6. Content

• Twitter features retweets from U.S. Open’s Twitter, pictures/videos of the golf course, retweets of lodging/activities near Erin Hills, linked articles from usga.org and golf websites. • Instagram features pictures and videos of the golf course year-round. They feature videos of the golf course’s holes. Pictures include scenery around the golf course, as well as pictures inside the lodging areas. Occasionally, they will advertise the U.S. Open event. • Youtube is relatively short on content with only videos of each golf hole on the course. • Facebook features pictures and short captions on events going on at Erin Hills, countdowns to U.S. Open, videos/ pictures and descriptions of the holes at their golf course, linked articles on players or caddies that have worked/played for them and linked articles from golf websites related to U.S. Open or Erin Hills. 27

U.S. Open

Social Media Audit

1. Role of Social Media

To promote their upcoming championships, as well as players that will be expected to play in them. They also use social media to commemorate past U.S. Open highlights and players.

2. Balance

Majority of their social media presence are about past and present U.S. Open championships. There are few posts promoting the FOX brand.

3. Brand Voice

Overall, their brand voice is informative and professional throughout their social media channels. However, on Instagram, they incorporate more humor through some of their posts.

4. Follower Engagement

U.S. Open does not actively engage a whole lot with its followers. Once in awhile they will post trivia golf questions on Facebook or Instagram or favorite tweets that mention them, but they do not comment back to followers on Facebook or Twitter. They also do not receive a lot of shares or comments on Facebook. 28

U.S. Open

Social Media Audit

5. Summary

U.S. Open does a good job integrating different social media elements: videos, pictures and linked articles. They combine their social channels together nicely. However, they could improve on becoming more engaging with followers by actively replying. They could also incorporate FOX Sports content more often.

6. Content

• Facebook features linked articles on golf players/U.S. Open, USGA videos on U.S. Open locations or past golf highlights and pictures of golf players and inspirational golf quotes. • Twitter is very similar to Facebook as far as content. Largely composed of facts and history of U.S. Open, updates in golf and sharing Erin Hills videos/pictures. • Instagram features pictures and videos that give a highlight of an important milestone for a player, outcome of a U.S. Open and past and present U.S. Open locations. • YouTube channel features wide-ranging video content on golf: etiquette, rules, tips, player interviews, golf highlights and golf course locations. 29

ESPN

Social Media Audit

1. Role of Social Media

To instantly connect sports fans to breaking sports-related news, scores, highlights and top teams. Visuals are key for ESPNâ&#x20AC;&#x2122;s social media and are constantly being updated.

2. Balance

ESPN does a good job of making sure that most of its content is purely about sports and the great plays and components of them. They do some self promoted content but most posts are showing a video, highlight or interview with someone in sports that links back to their other mediums.

3. Brand Voice

ESPNâ&#x20AC;&#x2122;s messages are the same throughout all of the mediums. Their voice is playful and competitive. All of their posts involve sizing teams or players up, while also providing interest humanistic angles or stories of great athletes speaking about other athletes. ESPN has an impressive amount of followers across its platforms. Twitter reaches 31 million, Facebook reaches 16 million, and Instagram has 7.5 million followers.

4. Follower Engagement

ESPN engages with its users by having their content retweeted and shared but hardly open up as a public forum. On their Twitter, they ask some open-ended questions, but when they do, they do not like or favor responses. Although ESPN has brand loyalty, they hardly have any contests/promotions with fans. 30

ESPN

Social Media Audit

5. Summary

ESPN leverages all of its platforms to further promote its other mediums. They are constantly retweeting their latest human interest story on their home website or Instagramming the best play of the day linking back to Youtube. ESPNâ&#x20AC;&#x2122;s goal seems to be hyping up sports, teams, players and leagues. Across all mediums they provide quick facts, updates and stories. By looking at any of their platforms, a fan can understand the most important details of the game, an example being Russell Westbrook. Rather than just reading up on the game, a fan could check any of their social media platforms and see how Westbrook broke the tripledouble record and his reaction to it. ESPNâ&#x20AC;&#x2122;s social media gives insight otherwise left unknown or less impactful, like seeing Myles Garrett bench press Field Yates. 31

ESPN

Social Media Audit

6. Content • Twitter is full of gifs, pictures and links to their other medium promoting other articles or stories they have produced. Many posts are quotes attached with videos, retweets of other affiliates like NBA on ESPN or ESPN W. Most recently there was many posts regarding the Masters and they catered very popular posts such as “On this date…” to golf. ESPN consistently utilizes the hashtags #SCFacts #PhotoOfTheNight and #SCtop10. • Instagram heavily utilizes video and pictures and is very consistent with their Twitter posts. • Facebook links back to their website and other social media platforms. They have recently used Facebook Live, such as having a reporter go live at Wrigley Field. • Youtube mostly shares videos from their SportsCenter and First Take broadcast shows. • The Pinterest page has boards organizing different sports or tournaments for fans to easily compartmentalize their favorite events. These boards link back mostly to their website. • The LinkedIn page is much more targeted at different career opportunities. It focuses on the hard work of its employees in corporate and posts articles about them and their accomplishments. no mention of Erin Hills U.S. Open yet. 32

Golf Channel

Social Media Audit

1. Role of Social Media

To self promote its content and programming, while also showcasing current golfers and tournaments. The Golf Channel specializes only on the sport of golf, and because so, has a lot more room to make golf seem less impersonal and more fun.

2. Balance

Although having some purely self-promotional advertisements and posts, the Golf Channel has good balance in its social media. There is enough shareable media that includes statistics about golfers, upcoming events and even promotes other golf outlets as well.

3. Brand Voice

The Golf Channel brings a funny, casual tone to the game of golf and throughout its social media. By maintaining trendy social media tactics like gifs and puns they make golf seem less intense and more inclusive. Their social media usage is accessible and something Above Par will also try to embody.

Follower Engagement

The Golf Channel has a huge audience, reaching 704k followers on Twitter, 650k on Instagram and has over 650k likes on their Facebook page. They ask their followers questions and encourage them to engage with their content.

Golf Channel

Social Media Audit

5. Summary

Overall, The Golf Channel does a great job at making golf’s persona on social media fun and lighthearted while also informing its followers of important highlights. By keeping up-to-date with the latest platforms their voice connects with a younger audience and keeps its posts

6. Content

• Golf Channel’s Twitter posts lots of advertisements of their own channel and showcases programs they run. It posts stats and highlights, and retweets golfers such as Rory Mcllroy or Justin Rose. It has more insight into every aspect of a tournament such as funny moments of the Masters and more stats into every player. It has gifs and funny puns. It has polls for their followers to take such as who would win, Sergio or Justin. • Instagram is very similar to Twitter with similar posts while maintaining its funny, conversational voice. The Golf Channel has utilized Instagram’s latest update with single posts can include multiple pictures, which keeps its profile as up-to-date as possible. • Facebook features links to stories on the golf channel; mostly full of the same content but with less engagement. • Youtube features Lessons with the Pros videos, providing insight into the game and facts. • The Golf Channel LinkedIn page is more focused on the business and production side to their company and less on the latest on golf. It posts articles about its employees and future opportunities they have.

Audience Core Social Media Target: Patrick

• 24-year-old; in committed relationship; works full time as financial analyst; makes comfortable income • Recent UW alum; attended business school, played sports in high school “I spend a lot of time commuting to and from work, so I try and listen to sports podcasts and check apps as much as I can to keep up-to-date with sports. I love watching or going to games on the weekends with friends to catch up and also see my favorite teams.” 35

Audience

Who is Patrick?

1. Values • Being a committed boyfriend and employee • Maintaining my connections from college, both socially and professionally, which has become easier with the numerous apps and networks. • Striving for the best I can be, both in the work force but also in my personal life

4. Things I Love • Watching sports and listening to sports radio • The Mets • Spotify • Bloomberg

2. Social Behavior 3. OnlineBehavior • I am social; I like making connections with whomever I am with. • I love entertaining, whether hosting or making plans. • I am still learning, in all aspects of life, and ready for new things.

5. Why I Like Sports • I played sports competitively in high school and leisurely in college and even now. I love the comradery and entertainment. I find a sense of socialness in sports, and after a long week at work it’s a great outlet.

• I am a huge LinkedIn guy, making professional connections in the workforce. • I like to keep up-to-date with friends and family on Instagram, Snapchat and Twitter. I occasionally use Facebook to check in on brands that are important to me. • I use my iPhone, iMac and work phone the most. I run with my iPod shuffle. • I love Spotify for music, but also the App store for podcasts. • I shop online a lot and definitely read my sports and world news via websites and blogs. 36

Audience

Social Influencers

Finding the best influencers for your audience is essential. It is also very important to be aware of the content the influencer posts on social media so they can reach their target audience. When looking for influencers, Hagley suggests to look for three different types of influencers. They could be A-List Influencers, Trendsetters and Bloggers. However, the most useful social influencers do not necessarily have to be very famous. They can be Twitter users with a few hundred thousand followers. The popularity of social media is constantly growing. According to Ad Week, “70 percent of brands are increasing their social media in the coming year.” It is crucial to develop a social media strategy before you use social media. Finding out why your target audience uses social media and continuing the conversation of what you are promoting is also very important.

1. Brian Anderson

• Current Milwaukee Brewers play-by-play announcer for Fox Sports Wisconsin • Called NCAA Division 1 tournament games for TBS and CBS since 2012 • Called his first PGA Championship in 2016 on TNT and PGA.com • He was a play-by-play announcer for the Golf Channel from 2003-2006 Why a Social Infleuncer? • He is a well-known sports broadcaster also has golf expertise and connections to Wisconsin 37

Audience

Social Influencers

2. Giannis Antetokounmpo

• 22-year-old Milwaukee Bucks player -since 2013 • Since the 2015-16 season, he has become known as the “primary playmaker” Why a Social Infleuncer? • Well-known Wisconsin figure with winning personality that appeals to millennials • Hope to incorporate him in our “Guide to Golf” video promotion • He has been used in other viral-like concepts in the past

3. Zac Showalter

• Basketball player for the Wisconsin Badgers • Has made essential plays in past NCAA tournaments Why a Social Infleuncer? • Leverage with UW students • 25,300 Twitter followers • He is originally from the Erin Hills area • FOX Sports could also inforporate Badger athletes into the trophy tour (like they did with the Bucks) or invite some players to the course

SOCIAL MEDIA

Content Strategy Recommendation:

• Create posts that make FOX Sports followers and social media users feel that golf is accessible to them. We will do this with a combination of photos, videos and live streaming that will attract millennials to not only FOX Sports and the FOX Sports GO app, but also to the game of golf in general. • Posts will use the hashtag #Guidetogolf, and they will be simultaneously informative and humorous. • As the event gets closer, the posts will become more exciting and entertaining to viewers and they will also have a focus on the FOX Sports GO app. During the tournament, our posts will be a mix of updates of the tournament and posts that continue with our theme of #Guidetogolf.

Goals

Our recommended social media goals would be to increase event awareness of the U.S. Open, as well as to increase the appeal and approachability of golf from a millennialsâ&#x20AC;&#x2122; standpoint. This would be consistent across all social media platforms.

Roles

Social media will help to increase the likelihood of our audience becoming aware of the event. Since social media is already a routine integrated into our primary audienceâ&#x20AC;&#x2122;s daily lives, it will be easier to catch their attention and inform them.

Facebook

2. Role

• The role of Facebook will be largely to supplement our other social media. • We will use Facebook posts to direct followers to Instagram and Twitter and also to share content from the USGA/U.S. Open/and Erin Hills. • Facebook posts should encourage engagement and action, in order • • FOX Sports should use Facebook in order to generate more awareness of the to interact with our target market of championship and promote viewership. millennials. Millennials value brands that are active on social media and that they • We can also use Facebook for targeting. Outside of owned media, this would • can engage with. be a great use of paid media because • Facebook is also a smart choice because it is the form of social media that is the most Facebook’s algorithms can uniquely target by age and location and can specifically • widely used by all audiences. reach only our target audience. • Facebook will be the primary place to showcase our Tasty Video idea because those types of videos are most easily shared there but also can work on twitter.

1. Why Facebook?

3. Social Influencers We plan to use at least one social influencer on Facebook as we will definitely be sharing the Giannis video there. Any interactions with our listed influencers or others of note will be used to generate content for posts. We would also utilize them to share the posts that feature them to reach out to their own Facebook audiences.

Facebook

Sample Posts 2.

5. *Digital Activation: Sponsored post on Facebook*

Facebook

Sample Posts 8.

10.

Twitter

2. Role

1. Why Twitter? • 21% of all U.S. adults use Twitter, meaning that ignoring the use of Twitter to complete our objectives would be to effectively ignore 1/5th of the population. • 36% of adults age 18-29 use Twitter (key public) • Millennials (our key public) think that Twitter enhances live events by livetweeting, with 69% claiming that they would follow a hashtag during an event. • Twitter is the “go-to” channel for media research and outreach. It is crucial to our objectives of this PR campaign to utilize Twitter to engage with the media to spread our messages in an effective way. • 80% of Twitter users are on mobile, which may make these users more willing to download the FOX Sports GO app

• Twitter will be good for short bursts of information (live-tweeting, photos, video clips, etc.) and to direct users to other sites such as Facebook, Instagram, branded websites, etc. • The ability to use a hashtag would enable FOX Sports to organize and track the conversation around the U.S. Open and Erin Hills.

3. Social Influencers • We will utilize Twitter to engage influencer networks. By utilizing one of our social influencers with a lot of Twitter followers, such as Zak Showalter, to retweet FOX Sports content or tweet U.S. Open related content.

Twitter

Sample Posts

6. 45

Twitter

Sample Posts

10.

Instagram

2. Role

• One of Instagram’s strengths is its ‘live’ feature and story feature. These will give users an inside look of the championship during the U.S. Open. • Because of Instagram’s large female demographic, it provides an opportunity As a visually focused social media site with over 400 million active daily for FOX Sports to reach this audience, users, Instagram is a great opportunity for FOX Sports to reach their especially because females are less likely millennial target. to watch golf and are not the typical sports 59% of 18-29 year olds have Instagram accounts (key public) fan demographic. ‘Live’ feature that allows its users to post live videos. • In general, there is a huge population The app recently introduced Instagram ‘stories’ where users can post photos of active Instagram users so there is an or short videos for their followers to see. Together, these features allow users opportunity for FOX Sports to reach a large to see an ‘in-the-moment’ perspective from accounts they follow. audience. Total of 40 billion photos shared on Instagram since its launch in 2010 and • Instagram is one of the most popular 95 million photos uploaded each day, which is an increase from 70 million visual focused social media sites. This last year. gives FOX Sports the chance to showcase 4.2 million likes on Instagram each day, proving its users are very photos and videos. interactive with content. • Hashtag use can increase in engagement Posts with at least one hashtag average 12.6% more engagement. with their content and also help to reach 68% of Instagram users are female, allowing FOX Sports to reach a an audience beyond just their followers demographic that is less likely to watch golf than males.

1. Why Instagram? • • • • • • • •

Instagram

Sample Posts 3.

4. • Post Tasty Video-How to Make an Arnold Palmer 4 Ways

• Using Instagram’s multiple photo upload option, the post would show several outfits that could be worn to golf championships. It would have a humorous tone; like make sure to wear tall socks to ensure you achieve the signature golfer ankle tan line or a style guide to finding the best pair of khaki pants. • Guide to Golf hashtag

• A post during the championship of people enjoying the Wisconsin-themed food, like the brats or local beers

• Photo or video showcasing Erin Hills’ natural beauty • Guide to Golf hashtag

Instagram

Sample Posts

• Video of Giannis teaching how to drive a golf cart (it would be funny because he is very tall and golf carts are small) • Guide to Golf hashtag

• On the last day of the championship: • A video montage of the wildest shots taken during the championship, like from behind a tree or right on the edge of a water feature • Guide to Golf hashtag

• A video of one of the announcers at the championship, like Joe Buck, explaining how to do the “whisper” tone that is a signature of golf announcers • Guide to Golf hashtag

Instagram

Sample Posts

• A photo of the winner celebrating or with the trophy • The caption would announce the golfer’s name and would give a short bio of the player. • Guide to Golf hashtag

10.

• Advice from a caddy • A short video of a caddy explaining how they get ready for the big tournament; like how they train to walk with the heavy golf bags for example • Guide to Golf hashtag

• Brewers Tie-In • Photo of Racing Sausages playing golf at a Brewer Game during the 7th inning • Guide to Golf hashtag

Snapchat

2. Role

• Since Snapchat can be used as a daily messaging domain among teens and millennials, the role of Snapchat in our campaign will be to utilize its features to increase daily awareness of the U.S. Open. • Snapchat has applicable features that users are able to interact and connect with friends with, such as its Snapchat stories, Snapchat is a relatively new social app that lenses and geofilters. already has more users than Twitter. • Snapchat will also provide an immediate More than 60% of 13-34 year olds in the conversation with FOX Sports followers. U.S. with smartphones use Snapchat. Among this crowd, 30% of millennials access Snapchat regularly. By utilizing Snapchat, FOX Sports will be • Our social influencers will have a able to catch the attention of millennials role on Snapchat by posting on in an authentic way. their personal Snapchat stories with the FOX Sports geofilter/lenses in order to increase our audience awareness of the event.

1. Why Snapchat? • • • •

3. Social Influencers

Snapchat

Sample Posts

â&#x20AC;˘ FOX Sports will also utilize a live story feed, which will debut a Snapchat take-over by one of the golfers, like Rickie Fowler, giving behind-the-scenes and insider access to the championship. â&#x20AC;˘ FOX Sports should also utilize less location-specific geofilters and lenses to generate national attention among Snapchat users.

Videos

1. Tasty Video • Fox Sports sponsored on Facebook, easily shareable to other platforms, definitely on Instagram • How to make an Arnold Palmer (sweet tea and lemonade) • Four different ways but can be tailored to regional favorites depending on RSN • Traditional: sweet tea and lemonade • Wisconsin inspired • Southern inspired • West coast inspired • Initially posted the week before the Championship begins, and then throughout the week of the championship through that last Sunday

How to use the Fox Sports Go App WI Style

• A short, potentially viral video that shows two actors using the FOX Sports GO app “Wisconsin style”- while drinking beer, eating brats and ice cream, while sitting by a lake • Could easily be tailored to other RSNsEx: Florida Style, California Style, etc. • Shows that the FOX Sports GO app is accessible and can be used anytime, anywhere. • Also highlights local, Wisconsin culture and its natural beauty • Would be promoted across Twitter, Facebook and Instagram starting as soon as possible and shared throughout the championship

3. Giannis Video • After seeing how fan friendly Giannis was with Mountain Dew and the “Answer The Call” prank call bus stop, we think a ‘How to keep a golf scorecard’ would be an excellent, potentially viral video • This 30-45 second video would initially air May 21, a week before our Links In event • This would go live from FOX Sports’ Twitter and Facebook page, again shareable on Instagram • Snapchats with Giannis in control could also be a supplementary opportunity as well. 53

Blogs Fox Sports Wisconsin will be launching its own blog just in time for the start of the 2017 U.S Open at Erin Hills. The blog will cover all Wisconsin professional sports and will also cover sports from the University of Wisconsin and Marquette University. This blog will include online articles, podcasts and social media content produced by prominent golf and sports bloggers. This blog will be very important because to Fox Sports Wisconsin’s brand because it is important that our bloggers will produce meaningful content to promote the company and brand. Fox Sports Wisconsin will hire influential bloggers to promote Wisconsin sports and the 2017 U.S Open because it is important to hire well-known bloggers for the company’s PR efforts to be successful. Three blogs and bloggers will work with Fox Sports Wisconsin’s blog. The first blogger will be Andy Coppens from The Sports Daily. Coppens is a blogger for Madtown Badgers, which covers UW sports for The Sports Daily. The second blog that will collaborate with Fox Sports Wisconsin’s blog will be Bucky’s Fifth Quarter, which is run by SB Nation. SB Nation is one of the country’s most popular sports blogs. Implementing a Wisconsin-themed SB Nation blog will bring a Wisconsin emphasis to the Fox Sports Wisconsin blog. The third blogger will be Don Shell, a blogger from The Midwest Golf Blog. Shell will be able to provide great insight on the game of Golf, Erin Hills and the state of Wisconsin because he blogs about golf in many Midwestern states including Wisconsin.

Content Calendar

April

Content Calendar

May

Content Calendar

June

Content Calendar

June

MEDIA RELATIONS

POLICY:

In order to run the most effective and successful championship possible, FOX Sports should take care to communicate with media in a conscientious and prompt fashion. It is up to the employees of FOX Sports to act in accordance with the following principles to ensure that the event receives the publicity it needs to reach its full potential: FOX Sports encourages the use of media relations to gain publicity for the U.S. Open, as well as shed light on the accessibility of the championship. FOX Sports employees and sponsors must respond to media inquiries in a professional manner while still conveying the excitement surrounding the championship. All media inquiries regarding the 2017 U.S. Open should be directed towards Above Par PR Media Director Natalie Halbrooks, nhalbrook@aboveparpr.com, 555-555-5555 If Natalie cannot be reached, please contact Above Par PR Press Coordinator Sarah Gorall, sgorall@aboveparpr.com, 555-555-5554 59

Media Analysis

Through Google, Above Par PR has collected a handful of traditional media outlets covering the 2017 U.S. Open Championship:

Local TV

• Fox 6 News • TMJ4-TV Milwaukee • CBS 58 • WISN

National TV

• CBS

Local Radio Stations

• 105.7FM-The Fan • 760AM

4. Local Newspapers • Milwaukee Journal Sentinel • On Milwaukee • Greater Milwaukee Today

5. National Newspapers • USA Today • Washington Times

Key Messages • “Erin Hills prepares for the U.S. Open” • “Small town Wisconsin about to be seen internationally” • “The supreme test for U.S. Open” • “It’s the first time the championship will be in Wisconsin” • “Wisconsin homeowners make money off of U.S. Open” 60

MEDIA ANALYSIS Implications

• While larger national outlets such as USA Today and CBS picked up stories on the 2017 U.S. Open Championship, the majority of stories were from local Milwaukee media outlets. Even then, most of the stories are not very recent, which could be problematic as the championship is in a few months • The biggest implication for FOX Sports and their app is very few of the media outlets covered how the U.S. Open could be viewed. The media outlets cover Erin Hills and how they will be hosting the 2017 U.S. Open but few of the outlets expand on how the event can be viewed on FOX Sports channel or app. • Overall, the 2017 U.S. Open Championship has the opportunity to gain a lot of media attention and coverage, especially throughout the Milwaukee area, so reaching out to these media outlets about the FOX broadcast component can also generate FOX Sports more viewership and app downloads. 61

Targeted Media Outlets and Angles Knowing where to distribute and pitch your story:

1. Newspapers

Who: Gary D’Amato, sports reporter and columnist, Milwaukee Journal Sentinel. Website: www.jsonline.com. Phone: 414-224-2049. Email: gdamato@ journalsentinel.com. Circulation: 202,508

Profile: Gary D’Amato is a golf beat

writer for the Milwaukee Journal Sentinel. The Milwaukee Journal Sentinel has a circulation of 202,508 and is Milwaukee’s premier newspaper. D’Amato is a three-time National Sportscasters and Sportswriters Association sportswriter of the year in Wisconsin.

Messages/Angles:

• Article about how the Milwaukee area is hosting the U.S Open for the first time. • How Milwaukee can impress the entire country by hosting the tournament. • Feature on any players with Wisconsin ties playing in the tournament. • Articles that preview and recap the tournament

Who: Ron Kroichick, sports reporter and

Profile: Ron Kroichick is a sports reporter and

Profile: Ron Kroichick is a sports reporter

columnist for the San Francisco Chronicle. He covers Professional Golf. Website: www. sfchronicle.com. Phone: 415-775-7750. Circulation: 167,602. columnist who covers Professional Golf for the San Francisco Chronicle. This newspaper has a circulation of 167, 602. He has been with this newspaper since 1995.

Messages/Angles:

• Story about players from San Francisco/ Northern California in the tournament. • Story about Erin Hills and fun facts about Milwaukee (so people from California can learn more about Milwaukee. • General articles recapping the tournament.

columnist for the San Francisco Chronicle. He covers Professional Golf. Website: www.sfchronicle.com. Phone: 415-7757750. Circulation: 167,602. and columnist who covers Professional Golf for the San Francisco Chronicle. This newspaper has a circulation of 167,602. He has been with this newspaper since 1995.

Messages/Angles:

Targeted Media Outlets and Angles 2. Magazines

Who: Jerry Slaske, golf editor

Who: Janzen Finelli, general columnist

of Key Magazine. Website: www. for Golf News Magazine. Website: www. keymilwaukee.com Phone: 414-7320- golfnewsmag.com . Phone: 760-3217320. Email: info@keymilwaukee. 8800. com Profile: Janzen Finelli is a general Profile: Jerry Slaske is the Golf columnist for Golf News Magazine, Editor of Key Magazine in Milwaukee. which is a national award winning print Key Milwaukee is a tourism guide publication. It was founded by Dan that helps tourists find the best Poppers in 1984. restaurants, bars and attractions in Messages/Angles: Milwaukee. • First impressions of the tournament Messages/Angles: and of Erin Hills • Article about top attractions in • Article about the front runners who Milwaukee for tourists could win the tournament • Article about other prominent golf • Interesting facts about Erin Hills and courses in Milwaukee and in other the U.S Open parts of Wisconsin for tourists to visit. • Why Erin Hills has the potential to be a great host for the U.S Open.

Who:Michael Bamberger, senior writer (covers golf) Sports Illustrated. Website: www.si.com. Phone: 212-522-0028. Circulation: 3,057,042.

Profile: Michael Bamberger is a senior

writer for Sports Illustrated who covers golf for all levels and professional tours including the PGA. Sports Illustrated is a very prominent sports magazine with a circulation of 3,057,042. Bamberger has been writing for Sports Illustrated since 1995.

Messages/Angles:

• Feature article Erin Hills hosting the tournament for the first time • Preview and/or recap of the tournament • Feature article about the winner of the tournament and why he was able to win. 63

Targeted Media Outlets and Angles 3. Broadcast Journalism Who: Lance Allen, Sports Anchor,

Who: Tim Van Vooran, Sports Anchor,

Profile: Lance Allen is a sports

Profile: Tim Van Vooran is a sports

WTMJ-TV (Milwaukee). Website: www. tmj4.com. anchor for WTMJ-TV in Milwaukee. He anchors weeknights at 5 p.m., 6 p.m. and 10 p.m. and has been with WTMJTV since 1996.

Messages/Angles:

• Story about how local Milwaukee sports fans are excited about the tournament coming to Erin Hills. • Story about any golfers with Wisconsin/Milwaukee ties that may be in the tournament • Preview and recap of the tournament (highlights, who won, post-game interviews)

WITI-TV (Milwaukee). Website: www. fox6now.com.

anchor for WITI-TV in Milwaukee. He anchors at 5 p.m. and 6 p.m. and covers any type of sports content. He has been with WITI-TV since 1990.

Messages/Angles:

• Preview/recap of tournament. Includes highlights, who won and post-game interviews. • Reactions from fans about the results of the tournament • Overall how Erin Hills did as a tournament host

Who: Paul Azinger, Lead Golf Analyst. Fox Sports 1. Phone: 704-501-5700. Website: http://www.foxsports.com/ watch/fs1

Profile: Paul Azinger has been the

Lead Golf Analyst at Fox Sports 1 since 2016. He has won 12 PGA Titles and will provide great insight about Golf when the U.S Open arrives this June at Erin Hills.

Messages/Angles:

• His predictions on how the top players in the PGA will fair in the tournament • Analysis of the winner (how he won) • If someone lost a lead in the tournament (which would cost them the tournament), why they played poorly. • Why Tiger Woods may or may not play in the tournament 64

Targeted Media Outlets and Angles 4. Online

Who: Carlos Monarrez, sports

reporter, Detroit Free Press. Website: www.freep.com. Phone: 313-2226697.

Profile: Carlos Monarrez is a sports reporter who covers Golf as well as The Detroit Lions and College Wrestling for The Detroit Free Press. Monarrez has covered several major championships on the PGA Tour and has been with the Detroit Free Press since 1999.

Messages/Angles:

• Preview and recap of the tournament • Feature article about whether there are any Detroit/Michigan natives playing in the tournament • His predictions on who he thinks will win the tournament

Who: Karen Crouse, sports reporter, The Who: Rodney Page, High School Sports New York Times. Website: www.nytimes. and Golf Reporter, Tampa Bay Times. com. Phone: 212-516-7371 Website: www.tampabay.com. Phone: 727-892-8810 Profile: Karen Crouse is a Sports Reporter and Columnist who also covers Profile: Rodney Page is a High School Golf for The New York Times. She has Sports and Golf reporter for the Tampa ben with The New York Times since 2005 Bay Times. He has been a full-time staff and has also worked for the Los Angeles writer since 1996 and has covered local Daily News and the Florida Sun-Sentinel. professional golf tournaments on the PGA Tour. Messages/Angles: • Preview and recap of the tournament Messages/Audiences: • Feature about Erin Hills, which will • Preview and recap of the tournament allow people from all over the U.S • Article about whether there are to learn more about the course and any Florida natives playing in the about the state of Wisconsin. tournament • Why the U.S Open is such a famous • His predictions on who he thinks sporting event in America. could win the tournament

Targeted Media Outlets and Angles 5. Bloggers

Who: Tony Korologos, blogger,

Who: Chuck Evans, blogger, Golf: Tips,

Who: Paul Seifert, blogger,

Profile: Tony Korologos is a

Profile: Chuck Evans is a blogger for

Profile: Paul Seifert is a blogger for

Messages/Audiences:

Hooked on Golf. Website: http://www. hookedongolfblog.com. Phone: 801448-2504 publisher, editor and blogger at Hooked on Golf. Hooked on Golf is a blog that has information on reviews, gear, travel and courses. • Review about Erin Hills • What attire people should wear to the tournament (for those who will be going to the tournament) • Other prominent golf courses in Wisconsin to visit

Secrets and News. Website: http://www. chuckevansgolf.com. Phone: 480-8626544 Golf: Tips, Secrets and News. His blog is an interactive forum that helps golfers improve their game through discussion, golf training aids and online training.

WiscoGolfAddict. Website: https:// wiscogolfaddict.com. Phone: 414-7608304 WiscoGolfAddict. He covers golf, golf course reviews, golf course destinations and golf resorts. He has been blogging for the site since 2011.

• Guide on how to play like a pro at Erin • Review of Erin Hills Hills • Interesting facts about Erin Hills • Preview and recap of the tournament • Other great golf courses in Wisconsin • Interesting facts about the U.S. Open and the Midwest and Erin Hills

SPOKESPERSON MEDIA TRAINING

10 PRINCIPLES OF MEDIA TRAINING

Know your audience and your story. Be prepared with talking points 1. and know what you want listeners to get out of the interview. Listen fully to each question and listen for cues. Stay positive – 2. never repeat a reporter’s negative words.

3. Correct inaccurate statements – the reporter’s and yours. Do not speculate or say “no comment.” If you do not know, it is 4. okay to say so. Refusing to answer makes it look as if you’re hiding 67 something.

10 PRINCIPLES OF MEDIA TRAINING 5.

Do not end the interview without conveying your most important key message(s) and *stay* on message.

Be as concise as possible - soundbites should only contain a few key phrases that will stick in the audienceâ&#x20AC;&#x2122;s heads.

Do not fill the silence just because a reporter has neglected to speak. If you do feel the need to say something, use the opportunity to bridge and play up your key messages.

Respect reporterâ&#x20AC;&#x2122;s deadlines and make sure to follow up with any information you promised to deliver on time.

Note that all comments and statements should reflect the views of FOX Sports and not those of the speaker.

remember to turn the conversation back around to the themes FOX is 10. Always trying to communicate. Do not get overwhelmed by a reporter asking a question that seems counterproductive to this goal, simply restate the question in a way that you can play up the most attractive angle. 68

Spokesperson

Internal

1. Katie Nolan • Thirty-year-old Katie Nolan is the host of FS1’s Emmy-winning TV show, Garbage Time. Garbage Time won the Sports Emmy award for Outstanding Social TV Experience and the Cynopsis Sports Media Award for Best New Sports Show in 2016. There is also a Garbage Time podcast that is highly ranked on ITunes. • Nolan is an active social media user with a large Twitter and Instagram following. Her sense of humor, knowledge and experience as a sports personality would make her an appropriate spokesperson to appeal to our millennial audience within FOX Sports. • On Garbage Time, she has also created golf-themed videos in the past, like “How to Land a Husband at the Masters,” Garbage Time Presents a more Accurate Masters Commercial,” and “The U.S. Open Golf Course is even Harder than it Looks.” • As a spokesperson for promoting the FOX Sports broadcast of the U.S. Open, Katie Nolan would fit well with our theme of golf and accessibility because many of her videos, especially the golf related videos, give ‘how to’ advice in a tongue and cheek and humorous tone about the world of golf.

Media interview: Live Twitter Broadcast

Spokesperson

Internal

2. Shane Bacon • Bacon is a year-round golf reporter for FOX Sports. He is also an on-course reporter during the U.S. Open and U.S. Senior Open Championships. • Bacon has a large Twitter following and actively tweets golf updates. Some of his recent tweets include information about Erin Hills and the 2017 U.S. Open. • Bacon started his golf career as a caddie and has been a sports reporter for several outlets before landing a career at FOX Sports, showing that he has a range of golf knowledge and expertise. • Bacon has a podcast on FoxSports.com called the Clubhouse that covers everything golf. • Because he is younger than many of FOX Sports’ other golf analysts, Bacon would be a good spokesperson to promote the FOX Sports broadcast, especially to appeal to the millennial target audience.

Media interview: Feature on FOX Sports Wisconsin TV broadcast

Spokesperson

External

1. John McGivern • Born in Milwaukee, Wisconsin, John McGivern is an actor and comedian starring on the Emmy-award winning PBS show “Around the Corner,” where he shows what it’s like to “live, work and play” in 13 different communities in Wisconsin. • He is also featured frequently on local news stations, radio shows and is a proud Wisconsin sports fan. • According to his website, “His stories are personal and funny and touching and familiar. His themes are based in family and remind us all that as specific as we might believe our experiences are, we all share a universal human experience.” • He would make a great spokesperson because he already has a large Wisconsin following. He would also do a great job showcasing why Wisconsin and Erin Hills is an exciting, unique place to host the U.S. Open Championship with his sense of humor, storytelling abilities and experience telling the story of Wisconsin. • He also syncs well with our big idea of accessibility because his stories have a tone of “universal human experience” combined with his humorous personality that would feel very familiar/relatable to viewers.

Contact : http://www.johnmcgivern.com/contact/

Spokesperson

External

2. Joe Louis Barrow • Barrow is the CEO of The First Tee, a youth development organization focused on teaching youth the game of golf, its etiquette and values. • As a spokesperson, Barrow would be successful because he is known for making the game of golf more accessible to youths across the country and for reinforcing its strong traditions. • The First Tee is also a charity tie-in for our campaign. This tie-in is focused on using the championship’s exciting moments to donate to an organization that makes golf more accessible to youths. Because of this, Barrow would help to reinforce our big idea and the image that FOX Sports and the FOX Sports GO app makes golf more accessible.

Contact : (904) 940 4300

PRESS KIT

FIRST TEE CHARITY EVENT 73

Infographic

Backgrounder

The First Tee was established in 1997 through partnerships with LPGA, the Masters Tournament, the PGA of America, the PGA TOUR and the USGA. The nonprofit youth development organization was formed with the purpose of involving more youth in the sport of golf. The First Tee expands beyond the golf course to teach affordable golf programs in elementary schools and afterschool programs, especially within economically disadvantaged communities. The First Tee believes teaching kids the golf lessons also taught the kids valuable life lessons, values and morals. The First Tee prides themselves in reinforcing their nine core values to their youth program, which include: honesty, integrity, sportsmanship, respect, confidence, responsibility, perseverance, courtesy and judgment. As a founding partner of the USGA, the USGA is also the largest supporter of the nonprofit organization with millions of dollars in donations. Along with monetary donations, the USGA uses its championship broadcasts to help promote The First Teeâ&#x20AC;&#x2122;s mission of encouraging youth to succeed on and off the golf course.

The First Tee served more than 5 million youth in 2016.

Fun Facts

80% of The First Tee participants became a better student as a result of participating. 82% of The First Tee participants felt confident in their social skills after three years of the program. 75

(sourced by thefirsttee.org)

First Tee Q&A Q: What is The First Tee?

A: The First Tee is a national non-profit with local chapters all across the country, including two in southeastern Wisconsin. It focuses on teaching youth ages 7-18 life skills, using golf as the vehicle for these lessons.

Q: Why did you choose to partner with The First Tee?

A: FOX Sports recognizes that the average golfer is getting older and sees the need to pass the love of the game onto the next generation. The First Tee’s mission aligns perfectly with FOX’s goal, and we’re excited to be able to bring well-deserved attention to this great organization.

Q: When during the tournament will The First Tee be eligible to receive donations?

A: During the final round of the tournament, FOX Sports will be donating varying amounts of money to The First Tee. The amounts vary depending on what events occur.

Q: How did you determine how much money will be donated?

A: The amounts are loosely based on how likely or not an event is to happen. The chances of hitting a hole-in-one are considerably lower than hitting a long put or a bunker. For that reason, the reward for a hole-in-one is much higher than every other reward.

Q: What happens if none of the charity events occur?

A: FOX Sports, in conjunction with our sponsors, has pledged to donate $5,000 or the total from the events during the final round, whichever is greater. 76

Fox Sports, The First Tee Play the Odds at the U.S. Open

News Release

FOR IMMEDIATE RELEASE April 24, 2017 Natalie Halbrook Media Director, Above Par PR 555-555-5555 nhalbrook@aboveparpr.com MADISON, WI - Small odds could lead to big payouts during the final round of the 2017 U.S. Open Championship. FOX Sports, a major broadcaster for the U.S. Open, and The First Tee, a national non-profit organization with chapters around the country, have joined forces to raise money for the program and draw attention to The First Tee’s mission to “impact the lives of young people by providing educational programs that build character, instill life-enhancing values and promote healthy choices through the game of golf.” “We’re excited to have this opportunity to raise money for a spectacular organization and to support its mission of passing on the traditions and values of the sport of golf on to the next generation,” FOX Sports COO Eric Shanks, “it’s important to us that we are able to engage the younger generations and partnering with an organization such as The First Tee is a great way to do just that.” During the final round of the championship, FOX Sports will be donating varying sums of money to The First Tee each time a certain event occurs during play. For example, if a golfer were to land a shot in a water hazard, FOX would donate $500. An “eagle” score on a hole would net $1,000 and while a hole-in-one (also known as an “ace”) would top the charts with a $2,500 donation. “We’re grateful for the opportunity to promote our program in partnership with the FOX Sports brand,” The First Tee CEO John Louis Barrow said, “we work to bring the values of golf to kids from all walks of life, and the money raised here will go a long way in making sure we reach each child in the most effective way possible.” The 2017 U.S. Open Golf Championship will be held at Erin Hills Golf Course in Erin, Wisconsin from June 12th through the 18th. To find out more about the Erin Hills and the U.S. Open, click here. To learn more about The First Tee, its mission or to find a chapter near you, click here. ###

Pitch Letter

Natalie Halbrook Media Director, Above Par PR nhalbrook@aboveparpr.com May 30, 2017 Lance Allen Sports Anchor WTMJ-TV Dear Mr. Allen, I am reaching out to you with an all-access invitation to attend the first U.S. Open Championship in Wisconsin from June 12 to June 18, 2017. The championship will take place at Erin Hills, and for the first time, FOX Sports is partnering with a national non-profit organization, The First Tee, to raise money to improve golfâ&#x20AC;&#x2122;s accessibility to children and adolescents. During the final rounds of the championship, FOX Sports will donate money each time a certain event occurs to The First Tee. All donations will proceed to The First Tee, which teaches golf to ages 7-18. We will have professional photographers on-site to capture all of the shots, which will be highlighted and shared on all FOX Sports social media accounts and the FOX Sports GO app. We hope you are able to attend, as your coverage of golf in the Milwaukee area has always been informative and enlightening. If you are interested, you will have immediate access to the event and staff. Please feel free to contact me at (555)-555-555 or at my email, nhalbrook@aboveparpr.com. I look forward to hearing from you. Regards, Natalie Halbrook Media Director, Above Par PR

PHOTO OPPORTUNITY

Photo Op

What: You’re invited to capture photos of golfers and event attendees at the 2017 U.S. Open Championship.

In addition to the event itself, this year, photographers will have the opportunity to capture: • FOX Sport’s donation of money, provided in the form of a check, to The First Tee program at the end of the championship. • The iconic beauty of the Erin Hills golf course.

Who: The 2017 U.S. Open Championship expects more than 35,000

spectators each day, along with the golfers, event staff and volunteers.

When: June 12-18, 2017 Where: The championship will be hosted at Erin Hills located in Erin, Wisconsin, 35 miles outside of Milwaukee.

How: Attend the event and RSVP via the contact information listed below: Natalie Halbrook Media Director, Above Par PR Photo: (555)-555-5555 nhalbrook@aboveparpr.com 79

PRESS KIT

LINKS IN NETWORKING EVENT 80

Fox Sports invites Millennials to Connect with Golf

News Release

FOR IMMEDIATE RELEASE April 24, 2017 Natalie Halbrooks Media Director, Above Par PR 555-555-5555 nhalbrooks@aboveparpr.com MILWAUKEE, WI- Fox Sports invites Millennials to Connect with Golf Fox Sports Wisconsin along with DeLoitte and Rolex presents “Links In,” a networking event for young professionals in anticipation of the upcoming U.S. Open. The open will be hosted at Erin Hills, a course in Southeastern Wisconsin and will have the honor of bringing the historic championship to the state for the first time. In line with its efforts to make the sport of golf more accessible and to welcome a new generation to the sport, FOX is providing millennials with an invaluable networking opportunity and a chance to practice their golf skills. “Golf doesn’t have to be intimidating; it’s a great way to meet people and make business connections. We’re very excited to host FOX and celebrate Wisconsin’s first U.S. Open with Milwaukee’s young professionals” said course owner Pete Repperson. The event will take place on Sunday, May 28th and will be located at Missing Links Golf Course and Driving Range. In order to register for the event participants need to download the FOX Sports GO app and connect with both DeLoitte and Rolex on Linked In. The event will be catered by Colectivo, Fresh Fin Poke and Lakefront Brewery to support local business and provide a wisconsin flair. The open takes place from June 12-18, and will be hosted at Erin Hills, located in Southeastern Wisconsin. The public course will have the honor of bringing the historic championship to the state for the first time.

Event Pitch Tweets 1.

Paul Azinger (@PaulAzinger): Hey Millennials! Looking for a job? Come to Links In on May 28th hosted by @usopengolf and @Deloitte and Rolex in Mequon. @Buck will be there too! (Link to website). #USOpen #GetConnected #golf

Tim Van Vooran (@tvvfoxsix): If you’re a millennial in the Milwaukee area who’s trying to jump start your career, stop by Links In hosted by @FoxSports @Deloitte and @Rolex. (Link to website) #USOpen #LinksIn #Guidetogolf

Gary D’Amato (@garydamatogolf): Young golf fans! If you want to play golf and network, go to Links In hosted by @usopengolf, @Deloitte and Rolex at the end of May! (Link to website). #USOpen #LinksIn

Paul Seifert (@wusissportaddict): Check out Links In on May 28th in Mequon hosted by @usopen, @Deloitte and Rolex. Great networking opportunities there! (Link to website). #jobs #USOpen #Guidetogolf

Teddy Greenstein (@TeddyGreenstein): Chicago Millennials! Check out Links In hosted by @usopen, @Deloitte and Rolex, which will be in the Milwaukee area on May 28th. (Link to website). #golf #Getconnected #Guidetogolf 82

Pitch Letter

Natalie Halbrook Media Director, Above Par PR nhalbrook@aboveparpr.com May 30, 2017 Gary D’Amato Sports Columnist Milwaukee Journal Sentinel Phone Number: (414)-224-2049 Dear Mr. D’amato, I am reaching out to you today in hopes you will attend Fox Sports Wisconsin’s “Links In” event. With the U.S. Open approaching, Fox Sports Wisconsin is coordinating a networking event with DeLoitte and Rolex for young adults. Fox Sports Wisconsin wants to highlight the social and accessibility aspects of golf to the millennial generation by hosting an event for young professionals to take the opportunity to practice their golf skills and create business connections. The event will also feature food and beverages provided by local Wisconsin businesses, Colectivo, Fresh Fin Poke and Lakefront Brewery. In order to attend, participants must download the Fox Sports Go app and connect on Linked In with DeLoitte and Rolex. “Links In” will be at the Missing Links Golf Course and Driving Range, located in Mequon, just outside of Milwaukee, on Sunday, May 28, 2017. We are looking forward to celebrating with everyone the wonderful opportunity of the U.S. Open championship being hosted in Wisconsin for the first time, and we hope you join in on the celebration! Please feel free to contact me at (555)-555-555 or at my email, nhalbrook@aboveparpr.com. I will be sure to follow up with you in a few days. Regards, Natalie Halbrook Media Director, Above Par PR

Photo News Release FOR IMMEDIATE RELEASE May 29, 2017 Natalie Halbrooks Media Director, Above Par PR 555-555-5555 nhalbrooks@aboveparpr.com

Golfing Event for Young Professionals Opens Doors for a New Generation MILWAUKEE, WI - Yesterday FOX Sports provided an amazing opportunity for networking and recreation as millennials from around the greater Milwaukee area flooded the Missing Links Golf Course in Mequon, Wisconsin. In partnership with Deloitte and Rolex, participants were able to make new connections and gain valuable advice from company executives. “Golf has always been a great way to expand business connections and becoming more familiar with it is a valuable social skill. I think it’s great that FOX Sports took the initiative to make the sport less intimidating and give back to the community hosting the U.S. Open this year” said course owner Pete Repperson. The 117th U.S. Open will be hosted at Erin Hills Golf Course from June 12-18 and marks the first time the championship will come to Wisconsin.

Media Advisory WHO: Officials from Deloitte, Rolex, FOX Sports and local, state & government officials from Milwaukee. WHAT: The first annual “Links In” networking event to help young professionals practice their golf skills and enjoy the opportunity to make business connections in anticipation of the upcoming 2017 U.S. Open Championship. WHERE: Missing Links Golf Course and Driving Range 12950 N Port Washington Road Mequon, WI 53097 WHY: The “Links In” event is a wonderful networking opportunity to show the younger generation some of the social and accessible benefits that the sport of golf provides. WHEN: Sunday, May 28, 2017 11:00 A.M. (CST)

Email Release

To: WISN12@abcnews.com Subject: Milwaukee Favorites Go Well With Golf For Immediate Release April 29, 2017 FOX Sports Helps Millennials Gain an Edge in the Business World MILWAUKEE WI– Young professionals looking to make new connections in the business world have got a great way to get the ball rolling. Capitalizing on the excitement surrounding the upcoming U.S. Open, FOX Sports along with Deloitte and Rolex are hosting “Links In” and showing millennials that golf is for everyone just starting out in the business world. Taking place at Missing Links Golf Course in Mequon on May 28th, the attendees will have the opportunity to have a mini lesson, take some swings on the driving range and mingle with representatives from the event sponsors. “We couldn’t be more excited about this event, giving back to the host community is a big part of the U.S. Open and we really wanted to integrate golf in an unintimidating and casual way,” says FOX Sports spokesperson Joe Smith. The event will feature local food and drink too. A “brew bar” will combine two Milwaukee favorites, Collectivo coffee and selections from Lakefront Brewery. There will also be poké provided by FreshFin, one of the area’s hottest new restaurants. The program will open at 11 a.m. for those interested in taking a lesson, and the driving range portion will begin at noon. To register for the event, participants must download the FOX Sports GO app and connect with Deloitte and Rolex on LinkedIn. For more information head to http:// www.missinglinksmequon.com/. Contact: Natalie Halbrooks Media Director, Above Par PR Phone: 555-555-5555 nhalbrooks@abovepar.com

THANK YOU! 87

APPENDIX

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Client Brief Simmons Mintel http://www.golfdigest.com/story/tvs-dollar11-billion-problem-making-sense-of-FOX-and-the-usga http://erinhills.com/ http://eauxclaires.com/ https://www.ispot.tv/ad/7fWP/FOX-sports-go-supermodel-rehabilitation-institute https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?chapter=3 http://www.goldmansachs.com/our-thinking/pages/millennials/) https://www.northlich.com/news/2015/09/03/marketing-to-millennials-truths-and-realities/ Missing Links http://www.missinglinksmequon.com http://freshfinpoke.com http://freshfinpoke.com/press/ https://twitter.com/usopengolf (http://www.wisconsinenvironment.org/page/wie/about-wisconsin-environment) http://www.accessgolf.org/about/whatwedo.cfm https://www.wisconsinrivers.org/ https://thefirsttee.org/ http://www.johnmcgivern.com/around-the-corner/ https://en.wikipedia.org/wiki/Katie_Nolan http://ca.cisionpoint.com/Common/Login.cp/Login?ReturnUrl=%2F https://thefirsttee.org/2016/10/05/chief-executive-officer-first-tee-joe-louis-barrow-jr-set-retire-2017-organization-celebrates-20-year-milestone-2/ http://www.foxsports.com/writer/shane-bacon http://www.foxsports.com/presspass/bios/on-air/shane-bacon https://thefirsttee.org/ Twitonomy.com Klear.com Likealyizer.com Straley, Ben. “HOW TO: Target Social Media Influencers to Boost traffic and Sales” Hudgens, Ross. “How to Influence Social Media Influencers” Hagley, Tom. “PRSA Toolkit: Building Your Social Media Foundation” vii Owen, Matt. “How to Find a Social Media Influencer” AdWeek. “10 reasons Why Influencer Marketing is the Next Big Thing” Collier, Mack, “Everything You Ever Wanted to Know About Creating a Social Media Strategy” turner.com xi https://en.wikipedia.org/wiki/Giannis_Antetokounmpo http://fox6now.com/2017/03/31/surprise-mountain-dew-arranges-for-some-pre-april-fools-fun-with-bucks-giannis-antetokounmpo/ http://www.uwbadgers.com/roster.aspx?rp_id=4155 http://fox6now.com/2017/03/31/surprise-mountain-dew-arranges-for-some-pre-april-fools-fun-with-bucks-giannis-antetokounmpo/ https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?chapter=3 http://www.pewinternet.org/2016/11/11/social-media-update-2016/ Best Practice Guide- Marketing on Facebook http://www.pewinternet.org/2016/11/11/social-media-update-2016/ http://blog.techimpact.org/4-facts-millennials-twitter/ http://www.hiscox.com/small-business-insurance/blog/how-to-use-social-media-for-your-next-pr-campaign/ https://www.omnicoreagency.com/twitter-statistics/ https://www.meltwater.com/blog/facebook-vs-twitter-social-media-strategy-differences/ http://mediakix.com/2016/09/13-impressive-instagram-demographics-user-statistics-to-see/#gs.jJKKVYE https://www.omnicoreagency.com/instagram-statistics/ https://www.omnicoreagency.com/instagram-statistics/ https://www.omnicoreagency.com/instagram-statistics/ https://www.omnicoreagency.com/instagram-statistics/ https://adespresso.com/academy/blog/ultimate-guide-marketing-snapchat/ Marketer’s Guide to Snapchat. Firebrand Group http://www.quepublishing.com/articles/article.aspx?p=1762610 http://www.quepublishing.com/articles/article.aspx?p=1762610

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http://www.marketingcharts.com/television/are-young-people-watching-less-tv-24817/