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Teeing up for Big News Topgolf Manages Communications and Marketing Surrounding the Company’S Acquisition of World Golf Tour

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Teeing up for Big News Topgolf Manages Communications and Marketing Surrounding the Company’S Acquisition of World Golf Tour Teeing Up for Big News Topgolf manages communications and marketing surrounding the company’s acquisition of World Golf Tour Global sports entertainment leader Topgolf is growing exponentially. In addition to building 7-10 new venues annually and hiring 5,000 new associates each year, the company made its first acquisition in early 2016, purchasing the digital sports gaming platform World Golf Tour (WGT) and more than doubling its fan base overnight. Topgolf’s executive leadership team had been researching and pursuing the acquisition for a while, but the communications and marketing teams were notified just prior to the execution of the announcement. As Topgolf’s first acquisition, the team knew its announcement was critical from a public relations, internal communications and marketing standpoint. Topgolf tapped Lewis Public Relations and The Marketing Arm to execute the announcement as an extension of the internal team. Flexibility was a high priority for everyone on board as the team’s initial plan of attack changed and evolved from its beginning stages to final implementation. Research Once notified of the WGT acquisition, Topgolf’s communications team began researching other golf acquisitions to provide context for the scale of this deal. The company also reviewed comScore analytics to verify that the Topgolf and WGT pairing would, indeed, create the world’s largest digital golf audience. Next, Topgolf and its agency teams began breaking down the demographics of WGT’s key audiences and comparing them to audiences at Topgolf’s venues. Statistics were identified where audience demographics overlapped – across age, gender and geographic location – for a better understanding of what key messages and media angles might exist. The public relations team also researched the most appropriate media contacts for the announcement. Not only did this include Topgolf’s usual contacts, but also new reporters across sports, mobile gaming, technology, business and entertainment from print, online and broadcast outlets. Pre-event media research provided insights that allowed for tailored preparation in the planning and implementation phases. Planning Initially, Topgolf’s leadership team engaged the communications and marketing teams in mid-November 2015 for a pre-Thanksgiving acquisition announcement, allowing less than two weeks for preparation. The leadership team advised they would like to make the announcement on the Golf Channel. Considering the significance of this announcement, the Topgolf communications team suggested that Topgolf instead own the distribution channels. The team quickly pivoted from planning a two-minute segment on the Golf Channel to Topgolf’s first-ever news conference. Again taking into account the technology message behind the acquisition story, the team boldly decided that the conference would be streamed live online from Topgolf The Colony, located miles from Topgolf’s home office in Dallas. National, regional and local Dallas/Fort Worth media would be invited to attend the news conference and then enjoy a full Topgolf experience afterward. However, just days before the event, the acquisition had not yet been finalized. The communications team reconvened with leadership and chose to postpone the announcement to align with the 2016 PGA Merchandise Show in Orlando, Fla., on Jan. 27. Making the announcement at the PGA Show ensured a present and interested golf media audience, but it also presented new logistical challenges – including garnering interest beyond traditional golf industry contacts and providing a Topgolf experience in a market where there is no Topgolf venue nearby. What’s more, Topgolf had never hosted a full exhibition at the PGA Show – or at any industry trade show. Despite the significant shift in strategy, the team took on this courageous approach to the event. From Dallas, The Marketing Arm designed a full event space that would convey the interactive fun and excitement of the Topgolf brand. Lewis Public Relations tweaked the media plan to not only garner interest beyond the typical audience, but also to build excitement among business, gaming and technology reporters who typically have no professional interest in the PGA Show. The Topgolf communications team continued to develop messaging, tools and resources to ensure the company’s associates would feel connected and involved in the announcement. “Teeing Up for Big News” 148c – Integrated Marketing Topgolf with Lewis Public Relations & The Marketing Arm Sept. 13, 2016 Execution Event Execution: The Marketing Arm handled all event logistics, from the room design and setup to the video livestream and A/V needs. A day and a half before the announcement, the Co-Founder and CEO of WGT had to cancel his travel plans to Orlando due to an illness. The Topgolf communications team quickly prepped WGT’s Chief Creative Officer to stand in, although due to the late arrival of his flight, an in-person practice session was not possible. Nevertheless, the evening before the announcement, the other Topgolf leaders gathered to practice the news conference with the communications team. Every detail was rehearsed, including speeches, audience questions and potential interruptions. When it was finally time to make the announcement the next morning, Topgolf was ready. In addition to the news conference, The Marketing Arm team created a fun atmosphere that would draw attendees into the Topgolf experience. After the announcement, the room was reset to accommodate a branded slow-motion video booth, massage chairs, food and beverages, charging stations and a presentation stage for more programming. While outside of the exhibition hall, the Topgolf room was the place to be during the show. Media Relations: Much of the public relation’s team preparation and execution occurred before setting foot in Orlando. Due to confidentiality and the need to make a big splash at the PGA Show, media could not be notified of the acquisition before the official announcement. However, for legal reasons, nearly 50 WGT associates had to be notified of the acquisition days before, raising the risk of a media leak. The team prepared for all possible scenarios. Pre-event pitches teased the announcement and encouraged media not attending the PGA Show to tune in to the livestream to watch the news in real time. Tailored pitches were sent to different audiences – primarily golf, gaming, technology, business and entertainment – based on each media contact’s respective beats and interests. For Tier 1 media access, Topgolf offered select non-disclosure agreements in order to provide information in advance. NDAs were signed by contacts at Financial Times, Forbes, CNBC, Golf Channel and Golf Digest. With a signed agreement, the team could freely discuss the announcement details and begin working on stories with these key outlets. The team also prearranged more than 20 interviews for Topgolf Entertainment Group Co-Chairman and CEO Erik Anderson and Topgolf CEO Ken May to conduct at the PGA Show following the announcement. During the news conference, a news release went live on PR Newswire, and the team began sharing it with media contacts not in attendance at the show. The team followed up with a customized infographic, which depicted key data from Topgolf and WGT, and engaged with media, fans and associates using the #golfmeetsgaming hashtag. Internal Communications: It was a top priority that both Topgolf and WGT associates felt included in the event and part of the new, combined brand. Associates were sent the livestream link via email and through the company’s intranet portal, The Clubhouse, days before the event. When the news conference went live, associates saw familiar faces from both companies to announce the news. The livestream allowed the more than 10,000 associates to learn of the acquisition at the same time, helping appease rumors and immediately answering questions. Further, a companywide letter and frequently asked questions were posted on The Clubhouse during the announcement, providing reassurance and information from leadership. Gift bags filled with Topgolf swag were shipped to the WGT office in San Francisco to generate excitement among the newest Topgolf associates. Results To date, the WGT acquisition announcement is the company’s single most successful integrated marketing communications effort. It signifies the transition of Topgolf’s messaging about a sports venue operation to a sports media community. Media filled Topgolf’s standing-room-only news conference, which generated more than 1.9 million impressions and nearly 60 original articles, including unique placements with Forbes, Financial Times, Golf Digest, NBC Golf Channel’s “Morning Drive,” the Associated Press, VentureBeat, The Dallas Morning News and Dallas Business Journal. The livestream recorded 4,246 views, and Topgolf.com traffic increased by 30 percent the day of and two days following the announcement. Out of the 2,000 other vendors at the show, Topgolf owned approximately 12 percent of the #PGAShow social conversation, and more than 2,000 attendees interacted with the brand at the company’s event space. Most importantly, six months later, 80 percent of Topgolf guests surveyed said they were aware of Topgolf’s acquisition of WGT, proving as Golf Digest boldly claimed in its coverage of the event, “It’s Topgolf’s world, we’re just living in it.” “Teeing Up for Big News” Topgolf with Lewis Public Relations & The Marketing Arm 2 Appendix A: Infographic “Teeing Up for Big News” Topgolf with Lewis Public Relations & The Marketing Arm 3 Appendix B: Media Samples http://www.forbes.com/sites/jefffromm/2016/01/29/topgolf-to-re-imagine-sports-entertainment-for- millennials-with-world-golf-tour-acquisition/#62a4fe2d387d January 29, 2016 Topgolf To Reimagine Sports Entertainment For Millennials With World Golf Tour Acquisition For many, golf is a lifestyle. For others, it’s what they live for. But for most golfers it’s just an activity … more enjoyable for some than others. But above all, golf itself is a brand. And unfortunately, it is a brand that has been losing steam with one of the most powerful generations in the United States today: millennials.
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