Charles Schwab Challenge 2021 Case Study

Golf activation. This deck provides a summary of our fan experience in 2021 for the title sponsor. Performance Center + merchandise + simulators + PGA Pros + GOLFTEC Technology + Ben Hogan

Transcript

1. THE FIVE
2. The Colonial Country Club Charles Schwab The Ben Hogan Foundation PGA TOUR Titleist & GOLFTEC & Foresight Sports & PGA Professionals INTRO
4. 4 The Five Relatable We developed exciting golf activities that both highlighted Ben Hogan’s Five Fundamentals of golf and emphasized the Five Modern Fundamentals of Investing for Charles Schwab.
5. Interactive Elements Let them play! 18th Tee Ben Hogan Museum 13th Hole Wedge Zone Putting
6. 13th Hole
7. “ — MASA HASEGAWA Thank you to the entire GOLFTEC team for putting together such an interactive event! Really enjoyed it!
8. Lead Generation  Custom data collected on all participants  Content created in the form of WebLessons to keep participants engaged long after the event 18TH Tee
9. 18th Tee
10. Post-event engagement lives at www.schwabgolf.com where participants learn more about Schwab golf promotions and convert into new clients. Content
11. “ — Roberta Denenberg Thank you very much for your thorough, personalized and helpful analysis of my golf swing and recommended drills. I really appreciate it and look forward to practicing what I learned from you!
12. Local & Authentic Ben Hogan Integrating a trusted ambassador and local elements added to the authenticity of the activation.
13. Mr. Hogan
15. article — Derek Benbow, Charles Schwab
16. Compete Like The Pros 13th Hole  Simulated holes from the golf course gave fans the opportunity to play like the pros.  We brought a wide-selection of Titleist irons to accommodate all players.
17. 13th HOLE
18. Solving The Mystery Wedge Zone Most amateur players are fascinated with how the best players in the world stop the ball…we taught them how!
19. 13th HOLE WEDGE ZONE
20. EDUCATIONAL Putting Lessons  More valuable content created  Helped people play better golf
21. PUTTING LESSONS
22. GOLFTEC has 200+ locations throughout the world. Reach
23. KNOWLEDGEABLE. FRIENDLY. ENGAGING. People
24. Data Traffic into The Performance Center Thursday Friday Saturday Sunday
25. Mutually Beneficial By partnering with the Fan Shop we were able to drive traffic to one another. Record merchandise sales resulted despite fewer fans on the premises due to COVID-19. Win Win
27. — Michael Tothe, Charles Schwab Challenge Tournament Director
28. Make it cup deep with personalized content that remains relevant for a long time. Former Champions, the golf course, how you established your company…let’s tell your story and create a customer engagement strategy that results in more brand fans. The fans are onsite to enjoy their day, and we cater to that with a fun, friendly, and educational experience. CREATE INTEREST
29. Technology GOLFTEC
30. • “The Five” Featuring Ben Hogan’s Five Fundamentals. Ben Hogan was a five-time winner of The Colonial and you can find more information here. He also lived in Fort Worth Texas. This message was connected to The Five Fundamentals of Modern Investing. • The 18th Tee The first two bays on the left when guests entered our tent was the 18th Tee Experience. Guests hit the latest Titleist drivers from the 18th Tee of Colonial in our simulator. Our team built a driver for guests while they were in the queue specific to their specs. While they hit one of their shots, we CAPTURED/RECORDED their swing in our software to receive a lesson following the event from one of our PGA Professionals. Each lesson was delivered as a WebLesson and retrieved at www.schwabgolf.com. Our Brand Ambassadors will register guests in our Data Collection system as they enter the tent and direct them into the 18th Tee. Our goal was to get 100% of people to go through this portion of the experience. Guests received two (2) Titleist Pro V1 Golf balls that they picked up in the Ben Hogan museum at our counter which was managed by one of our Brand Ambassadors. • Ben Hogan Museum We displayed some of Ben Hogan’s equipment showcasing how much of an innovator he was. A little more on Ben Hogan and his five fundamentals. Our information counter located in the museum is where guests were directed to pick up their golf balls. This counter was staffed with Brand Ambassador who passed out balls. • 13th Hole Challenge Closest-to-the-Pin Contest on the 13th Hole at Colonial. Guests were able to select one of the latest Titleist irons and hit two (2) shots in the contest. We had a custom built Leaderboard and daily prizes were awarded to winners. We ONLY collected information from guests who were on the Leaderboard. (Name, Email, Phone) so we could contact them if they won. Information was collected in our Leaderboard Tablet also controlled the display screen of the Leaderboard. • Wedge Zone Featuring Titleist Vokey Wedges, The simulator was setup on the 9th hole. Our Coaches engaged with guests to discuss technique and equipment (bounce, loft, grind). Coaches also taught students how to hit shots with spin like the pros. • Putting Contest In our putting lanes. Participants were able to hit one (1) putt with one of Ben Hogan’s actual putters. We had four to choose from. Participants who made their putt received a commemorative medallion. • Putting Lessons In the putting lanes. Our Coaches used TECSWING GO and provided 5-10 minute putting lessons for guests. These were recorded as WebLessons and retrieved at www.schwabgolf.com Summary
33. — Robert Stennett, CEO, Ben Hogan Foundation
34. Entertain A fun experience inclusive to everyone. Inspire Provide game improvement advice that creates a powerful and lasting connection. Create Keep fans engaged long after each event has concluded through personalized post- event content.
35. Thank You. events@golftec.com | 844-383-6877 | golftecevents.com