Club Champion
In my Management of Strategic Communications course, our class was tasked with leading strategically sound, highly creative and seamlessly integrated deliverables to be utilized in the creation of Club Champion’s marketing strategies. My team created a situation analysis that set the stage for our primary research, where we interviewed golfers between the ages of 25 and 40 years old. We then used our findings to craft a creative brief that would be presented to Club Champion’s advertising agency, Two by Four.
The ask:
Convince casual golfers between the ages of 25 and 40 years old who currently use off-the-rack golf clubs to make the switch to Club Champion’s custom fit golf clubs.
The Research:
We found that golfers between 25 and 40 years old have little free time, but still make room for golf amidst their busy schedules. They enjoy the social aspect that comes with golf and the ability to be competitive with those they play with. . . even at 15 over par. They know about custom clubs but may not fully understand just how much custom clubs can change their golf game for the better.
The strategy:
My team landed upon targeting Casual Contenders: golfers who blame themselves for a poor golf game, when in reality the mediocre play is likely due to clubs that don’t properly fit. Casual Contenders enjoy weekly rounds with friends but are sick of slicing their drive or constantly coming up short with their irons. They try lessons, YouTube hacks, and advice from friends but can’t seem to crack the code that their golf clubs simply don’t fit- because some things just don’t fit.
Some things just don’t fit:
We wrote our creative brief as a satirical, over the top illustration of various things that “don’t fit” in order to show Casual Contender’s that their golf clubs fall in the same camp. For example:
Shaquille O’Neal in a Fiat. . . some things just don’t fit.
50 year old men in white skinny jeans. . . some things just don’t fit.
The dramatic comparison will open Casual Contender’s eyes to something that had been there all along, connecting the desire to improve their golf game with the correct tools to do so.