U.S. Open 2017 PR Plan Presented by: 1 OpportunityTable Statement of ContentsOpportunity Statement 1. Opportunity Statement - 3 2. Situation Summary - 4 - 11 3. Strategy - 12 - 20 4. PR Plan - 21 - 34 5. Social Media - 35 - 64 6. Media Relations - 65 - 70 7. Pitching Kit - 71 - 79 8. Press Kit - 80 - 93 9. Appendix - 94 - 101 10. Endnotes - 102 - 106 2 Opportunity Statement FOX has the opportunity to enhance viewership on FS1, FOX Sports and FOX Sports GO and attendance for the 2017 U.S. Open at Erin Hills. Since FOX has the exclusive broadcast rights for this event, we want to increase awareness to maximize the viewership and attendance of the U.S. Open. Golf viewership is not what it used to be. All of the 2016 for PGA Tour ratings were among the worst as compared to golf in the past.1 With this information in mind, it is evident that FOX needs to drive viewership in a new way in order to gain awareness for the USGA and the U.S. Open. Since FOX has had the broadcasting rights to the U.S. Open for the last three years, they have the opportunity to grow engagement for this event in new ways2. 3 Situation Summary 4 Golf Summary While the game of golf has a very traditional reputation and is mostly played by older men, it still The USGA is a golf organization that makes and can be leveraged socially and through networking. enforces the rules of golf in the United States and Mexico and aims to “act in the best interests of the game for the continued enjoyment of those who love and play it.”3 It is composed of an executive committee of 15 volunteer members who are the policy-making board. They provide the course rating and handicap system on six continents in more than 50 countries. It has been around for over 120 years. They host 16 championships each year, including the U.S. Open and several other Senior Women’s and Amateur events. In contrast, the PGA is the organization of men and women golf professionals. They recognize experts Dustin Johnson after shooting a 69 in his final round that teach and grow the game and was founded in at Oakmont Country Club to win the 2016 U.S. 1916.4 Open hugs his family. (Getty Images) The U.S. Open was first played in 1895. This is the 117th year that it will be played. The format has FOX changed throughout time, but it is now a 72-hole event. 156 players are cut to the low 60 scores, plus ties after 36 holes. On that Monday, there is FOX Sports is controlled by 21st Century FOX an 18-hole playoff if two or more players are tied and is the brand name for a number of FOX after 72 holes of play. In order to enter, you must sports channels including FS1, Big Ten Network, have a handicap index not exceeding 1.4. This FOX Deportes, FOX Sports GO, FOX Regional means that anyone can qualify as long as they meet Networks. FOX is known for its wide array of US these requirements. The U.S. Open is one of golf’s Sports coverage and has acquired rights to entities four major championships (Masters, British Open, including NFL, UFC, NASCAR, MLB, FIFA World PGA Championship and the U.S. Open).5 In 2013, Cup, MLS and USGA and collegiate conferences the USGA announced the agreement with FOX throughout its history8. Through the multiple Network and FOX Sports 1 as the domestic partner properties owned by FOX Sports (networks, social of the USGA. This is a 12-year agreement.6 and digital platforms), it is estimated that FOX The U.S. Open is a very special tournament for golf Sports reaches 100 million homes in a single as there are a variety of traditions that go along with weekend9. it. Each year, the tournament is hosted at a different course, making it a challenge for golfers who have not played there before. The U.S. Open is unique in that an amateur is able to enter and even win this tournament. This is considered to be special as golf is often looked at as more of a professional game. However, the last time an amateur won the U.S. Open was in 1933. To date, only 5 amateurs have won the U.S. Open; the most recent winner is John Goodman.7 5 In addition, FS1, a major Fox network and affiliate, works complementary to FOX Sports and • World Series: FOX also aired the 2016 World enhances its content It was launched in August Series and received staggering viewership 17, 2013 and is a national 24- hour multi-sport ratings with 40 million viewers on Game 7, network. Annually, FS1 estimates 5,000 hours of making it the most watched baseball game in 25 programming, news and live event coverage10 as years. The overnight viewing was 25.2, which well as reaching approximately 90 million homes11. hasn’t happened since the seventh game of the 2001 World Series. 17 FOXSportsGO is their digital application that allows people to live stream sporting events. • U.S. Open: FOX viewership of the 2015 U.S. FOX Sports GO is available for download on IOS Open increased from the 2014 airing on NBC devices as well as FOXSportsGO.com by inputting with an overnight viewership of the final one’s TV provider. On FOXSportsGO you can round at 4.8, up 45% from 2014. There was an watch live stream events from all of FOX’s entities averaged 4.8 million viewers over four days including, FOX Deportes, FOX Regional Network, and a record amount of live coverage, 40 hours. FOX College Sports, FS1 and FS2.12 In 2016, However, 4.8 is the third lowest Sunday night FOXSportsGO was added to Apple TV, increasing rating on record only next to 2014 and 1988.18 viewership due to the ability to split the screen and watch multiple games at the same time13. This 2016 US Open’s third round coverage did not fare matters for FOX as one of the main tasks we were much better. Saturday’s third round coverage posted asked to focus on was digital viewership. This a 2.5 overnight on FOX, down 27% from 2015 application is a main source for FOX consumers when coverage went later into primetime (3.4), and and by promoting the use of the app during the US down a bit from 2014 on NBC (2.6). The 2.5 is the Open, we hope to increase downloads of the app as lowest on record for third round coverage, falling well as views. below the previous mark set in 2014. FOX said coverage peaked on Saturday with a 3.0 rating and FOX’s social platforms include Snapchat, Instagram 4.4 million viewers from 5:30 – 6:00 PM ET.19 and Facebook pages. FOX uses these platforms to promote events, games and engage with consumers The Super Bowl brought in the most viewers to and audiences and to connect with fans. date with 113.7 million viewers on FOX. The Word Series is second with an overnight viewing of 25.2. Fox has the broadcast rights to several major Nascar is among the lower viewership ratings with sporting events. golf at an overnight rating of 6.5 but still a lot higher than the US Open’s 2.5. • Super Bowl: The 2017 Super Bowl had a total audience of 172 million viewers for all or part of the event. More people watched the game on FOX than any other program in US history. FOX during the Super Bowl recorded 113.7 million viewers on FOX, FOX Sports GO, NFL Digital and FOX Deportes.14 • Daytona 500: Ratings for the 2017 Daytona 500, aired on FOX, were up 7% over last year. It was FOX’s most watched sporting event since the Super Bowl receiving over night viewership of During FOX’s past coverage of the U.S. Open, they 6.5.15 More general statistics on the ratings are have been criticized heavily for the production of not positive however, with relatively low ratings this event. There were many comments that were since 2013.16 made regarding the technical glitches during the 6 coverage of the event. This included different people find “It’s slow, takes a long time to play angles when shots were taken and more. Despite and it’s expensive”.23 To add to this, millennials this, FOX defended their actions and coverage are shaping the way that golf is viewed or played. saying that “there’s going to be some bumps in The viewing and playing of golf has become the road, especially when your first true show is more digital with new streaming opportunities, a show of that size,” but that they are going to applications and wearable technology.24 continue to improve.20 That being said, the USGA publicly stated that they were “happy with the Other sports events with higher attendance and telecast” and the viewership.21 ratings have stadium amenities to help the fan After criticism for their coverage of the 2015 experience. It is believed that in order to market U.S. Open, FOX adapted their lineup to include a golf successfully right now, it is important to make few new people. For the 2016 U.S. Open, FOX’s it an experience and a “festival-like environment” announcement lineup was as follows:22 to reach millennials.25 This is something that golf was not typically regarded as, and it is important • Play by Play: Joe Buck and Shane to make this more prevalent.