John Deere Classic
Emirates Airlines U.S. Open Series Partner Meeting Pleasure to be here—Asked to talk about:
• Organizational structure • Community engagement • Volunteer recruitment • Branding • Date challenges History
• 2014 was 44th year of a PGA TOUR Event in Iowa-Illinois community of Quad Cities • Great momentum with recent champions and exciting finishes by Steve Stricker, Zach Johnson and Jordan Spieth
PGA TOUR recognition
• Finalist for PGA TOUR “Most Engaged Community” award for the last 7 years. Have won award 3 of those times • Recognition for 20,000 BFC donors, 1400 volunteers, 90,000 weekly spectators, and 70+ local sponsors
Other Awards—Worse Signage mistake Tournament Mission
• 501(c) (3) organization • Contribute positively to the quality of life in the community • Provide growing annual financial contributions to charity • Promote volunteerism
7-Person Paid Staff
• Tournament Director • Assistant Tournament Director • Office Manager • Manager, Communications and Special Events • Sales Manager • Director, Birdies for Charity • Manager, Charity Development and Support
• 35 Person Volunteer Board • 80 Volunteer Committee Chairs Charity program engages community
• Provide dynamic opportunity for any 501(C)(3) organization to benefit from the John Deere Classic through our Birdies for Charity program • 471 organizations participated in 2014 • 100% of all money pledged on a charity’s behalf is delivered back to that organization. • One lucky participant wins a car • Tournament profits add a second “Bonus Check” representing an extra percentage of their overall dollar total • 10% bonus checks delivered in 2014
Charity Results
• $6.33 million raised in 2014 • 20,000+ separate donors • 471 organizations, all of whom work on their own behalf to solicit pledges • Per capita, that translates to over $16 for every one of the 375,000 people who live in the region Use charity message to help sell sponsorships
• Sales calls always include message that we are different than other sports sponsorships • No owner, no one making money on event • All our proceeds go to charity • So, you can invest with us with marketing budget, or if it makes more sense, with civic support budget. Volunteer recruitment
• Aging work force after 44 years • Needed to recruit next generation of civic minded volunteers Year-Round Initiative Highlighting Volunteers Ran monthly ½ page ads highlighting JDC volunteers who make a difference in our community—our ”Community Heroes” Winning volunteers were given opportunity to direct a $1000 donation to their favorite charity. Ads ran from April-October to widen the exposure window for the tournament
Community Heroes Recognition—April-October Make special event of check presentation
• American Red Cross • Arrowhead Ranch • Honor flight of QC • The First Tee of the QC • Rebuilding Together QC • RI Alleman • Friends of Vanderveer • Ann’s Helping Hands • Moline Kiwannis • Friends of strays • Special Olympics Scott Co.
Community Engagement—Volunteer Support • 305 new volunteers in 2014, • 1500 total volunteers • Quad City Chamber for second year promoted “Community Host” program to get local businesses involved in providing volunteers
Brand Proposition--Support Title Sponsor
“It’s the John Deere Classic, not the Quad City Classic presented by John Deere”
We present the event as a John Deere Product •Quality •Integrity •First-class experience
Employee Hospitality
• Week long hospitality area provided for John Deere employees and retirees • Employee and retirees offered tickets at discount
John Deere branded Family Zone activities Golf lessons delivered via e-mail Target golf game Electronic closest to pin contest Long putt challenge Long putt designed like 10th hole Mini golf course
Tee Markers
• Tee markers featuring John Deere Ag and Construction products continue to be strong brand enhancing elements • After tournament week, attach commemorative plates, signed by the champion, for charity auctions throughout the year—extends brand presence • Voted “Best Tee Markers on PGA TOUR” by PGATOUR.com Maximize Brand Exposure—$10M extra media value Staging—New branded tee backdrops
“Big Dig”—Unique John Deere Brand Experience
• Tuesday Players Party
• Equipment operation
• Family activities, fishing
• Outdoor barbeque Thought creatively to handle date issue First-class, non-stop 767 to British Open
• Started in 2008
• Not about money, makes trip hassle-free
• Save almost entire day, arrive in UK Monday a.m.
• No chance of lost luggage
• Clear customs quickly
• Now have 22-28 players each year make the trip
• Players donate $1500 per seat to our charity fund
2014 Commitments—Names in red in British Open
Steve Stricker Patrick Reed David Duval Zach Johnson Charles Howell III Russell Henly Jordan Spieth Kevin Streelman Chad Campbell Boo Weekley Ryan Moore D.A. Points Lucas Glover Mike Weir Paul Casey K.J. Choi Chris Kirk Scott Langley Stewart Cink Luke Guthrie Brendon DeJonge Sang-Moon Bae Harris English Retief Goosen Kyle Stanley Jonathan Byrd Patrick Rodgers Tim Clark Ben Crane Jordan Niebrugge Ken Duke Roberto Castro Cameron Wilson Sean O’Hair Chris Kirk Steven Ihm John Senden Johnson Wagner
Promotional theme change
Simple message takes emphasis off strength of field
All ads reinforce message
More use of social media
Consistent year-round engagement We utilize social media all year long, we want to stay relevant in the golf world for the 51 weeks of the year that our event isn’t the primary focus. Becoming a source for golf information, whether it’s related to our event or not, is a great way to accomplish that goal. Facebook Twitter July 2013 – 18,687 July 2013 – 8,865 July 2014 – 41,804 July 2014 – 11,995 October 2014 – 80,492 October 2014 – 13,111
Thanks—Questions?