1. Launch Campaign
By Bailey Furgeson

2. SITUATION ANALYSIS
In the US alone, there are 25.3 million golfers. As an industry, golf generates $68.8 billion a year. Golf ball manufacturing is only a sliver of the industry—yet the ball is the only piece of equipment used on every shot. 95% of the community doesn’t swing fast enough to compress the top selling ball in golf, the Titleist Pro-V1. The community lacks education on how to pick the proper ball for their swing speed due to a fascination with playing with the same equipment as the professionals. The untapped advantage of a well selected golf ball will unleash new potential for amateur players everywhere.

3. SWOT ANALYSIS Strengths: Meets needs of gap in industry
Proprietary dimple design for increased aerodynamic capability
Product lines cover all skill levels
Effective marketing strategy
Weaknesses:
There are 1,308 balls on the USGA's conforming list/heavily saturated market
C-suite new to golf ball industry
Lack of customer education on proper golf ball choice based on skill

4. SWOT ANALYSIS CONT’D Opportunities:
Many golfers don’t use balls that are fit for their swing—take advantage of this and they will have outstanding results
Golf ball industry has large profit margins
Patents from other companies are difficult to work around (cover materials, core material, and dimple size)
Threats:
Nike (company with large customer base and financial stability) failed in the industry
Patent process is extensive and difficult
Competitors have brand loyal customers and competitive tour athlete endorsement

5. OBJECTIVES Communication Objectives:
Create relevance for StarFli in industry
Increase customer likelihood to try StarFli
Gain awareness on PGA tour
Educate customers on the need to try balls different than what the PGA players use
Develop relationships with golf pro shops to grow brand awareness through displays
Grow demand for StarFli by spreading word of competitive advantage
Continue search for ball manufacturer as brand becomes more popular to increase margins

6. AUDIENCE Recreational golfers: from beginners to competitive players
All stakeholders including brand ambassadors, online bloggers and advocates, the retail golf industry and industry analysts.
External audiences: all consumers of golf products and customers of the StarFli brand
Internal audience: sales team and brand ambassadors who test the product

7. COMMUNICATIONS STRATEGIES
Strategy 1: Educate customers on which golf ball meets his or her swing speed compared to those of tour players face-to-face at golf shops and trade shows to demonstrate comparison of the StarFli advantage of aerodynamic distance
Strategy 2: Familiarize golf community with StarFli name by attending trade shows and placing displays in golf course pro shops
Strategy 3: Utilize social media outlets to spread StarFli name to community

8. KEY MESSAGES Key Messages:
StarFli helps golfers everywhere find his or her perfect ball to unleash the power of distance.
Longer than any other ball on the market.
No other ball combines tour spin with a compressible core.
Made for golfers by golfers

9. TACTICS
Start-up marketing: social media outreach, national, tradeshows, a press release, and a state of the art, accessible website in 4 languages (English, Korean, Mandarin, Japanese). Direct marketing is anticipated to produce the largest immediate return.
Ongoing Marketing: Local, print, and radio advertising will become a small percentage of total advertising. Later, recruit of top PGA/LPGA golfers to use StarFli balls

10. TACTICS CONT’D
Earned Media: Blogs: “Golfblogger.co.uk,” “Wei Under Par,” “The Sand Trap,” “Hooked on Golf,” “How to Break 80” @WomenWithDrive Owned Media: StarFli Website and Facebook and Instagram accounts Shared Media: WOM, organically shared content from social media accounts Press Targets: Magazines: Golf Digest, Golf Magazine, Golfweek, Golf World, Golf Tips Addition sports and leisure TV shows, magazines, and websites

11. SOCIAL MEDIA STRATEGIES
Utilize media accounts of brand advocates to create brand awareness
Create content for owned Facebook, LinkedIn, Twitter, and Instagram accounts focusings on Anglo-Saxon* men and women ages in LA, Scottsdale, Phoenix, Dallas, Austin, Sacramento
* Multicultural limitation: The golf community is predominantly white comprised of year olds due to expensive playing and equipment. Second largest market is Asian population, but C-suite has limited knowledge of how to appeal to this specific audience

12. SOCIAL MEDIA CALENDAR

13. BUDGET Costs associated with this campaign are at $20k
A small portion of the overall budget will cover media outreach (sample products)
Most of the budget will be allotted for magazine, print, radio, television, and billboard advertisements
About $10k of the budget will go toward travel expenses and entrance fees for trade shows where product samples will be distributed.

14. EVALUATION OF SUCCESS Audience 50% more aware of StarFli
75% favorable opinion of StarFli
90% retention rate of key messages.
300 Instagram and Facebook followers
Featured in top 10 media/press targets
Objectives reached: creation of relevance for StarFli in industry, customer likelihood to try StarFli, awareness on the PGA/LPGA tour, and education of customers on the need to try balls different than what the PGA players use.

15. Thank you