DEUTSCHE BANK CHAMPIONSHIPDIGITAL MARKETING RECAP

EXECUTIVE SUMMARY

Digital marketing for the 2015 Deutsche Bank Championship was generally successful and has a huge opportunity to grow in 2016 by expanding content integration strategy and developing relationships with customers.

Key Highlights

Email open and click rates outperformed the industry benchmark for events

Newsfeed posts linked to emails generated nearly three times the amount of average page views than those that didn’t

Both Facebook and Twitter saw significant growth in fans and followers during the week of the tournament

The post tournament survey found that email, Facebook, and television are the preferred mediums for receiving updates to next year’s event

EMAIL MARKETING OVERVIEW

MEASUREMENT 2015 DBC 2014 DBC INDUSTRY BENCHMARK AVERAGE (EVENTS)

Delivery Rate 97.86% 97.43% 98.97%

Open Rate 23.19% 24.18% 21.48%

Click Rate 4.25% 3.98% 2.42%

Unsubscribe Rate 0.40% 0.43% 0.26%

Average Email Campaign Stats of MailChimp Customers by the Events Industry (Updated August 3, 2015)

TOP EBLASTS – OPEN RATES

36.95% Open Rate 29.42% Open Rate

EMAIL MARKETING TAKEAWAYS

Similar to the Quicken Loans National, Tuesday was one of the top days for open rates and Thursday was one of the worst

7AM (EST) was the time that performed best for open and click rates

Average open and click rates outperformed Mail Chimp’s event benchmark figures

Six of the top 10 emails for open rates had unsubscribe rates 0.49% or higher

Emails associated with Draft Kings ranked on the bottom half of email performance

Our lowest overall performing email (18.9% open rate, 1.52% click rate) had “Being a young fan has its benefits” as the subject line, which doesn’t resonate with our core subscribers

EMAIL MARKETING RECOMMENDATIONS

Examine email marketing platforms that have automation, segmentation, and social share so we can deliver targeted messages and reduce email fatigue

Work with MLBAM on simplifying the process of subscribing to our emails

Produce emails that sync with where subscribers are at in the buying cycle

Develop a plan with sponsorship partners for onsite email collection

Fluctuate email delivery times (Too many delivered at 1 PM EST)

WEBSITE TRAFFIC OVERVIEW

PAGE VISITS

Events: Deutsche Bank Championship 87,780

Events: Deutsche Bank Championship: Tickets 64,875

Events: Deutsche Bank Championship: Spectators 14,419

Events: Deutsche Bank Championship: Hospitality 7,982

Events: Deutsche Bank Championship: Tournament 6,110

Events: Deutsche Bank Championship: Sponsors 1,190

Source: Adobe Analytics (Apr. 1, 2015 - Sep. 14, 2015)

WEBSITE TRAFFIC TAKEAWAYS

Alexa website rank of Tigerwoodsfoundation.org in the U.S. is 77,012th

DBChampionship.com page authority score is 33 (Source: Moz)

Top three sessions by medium are referral, organic, and direct

Pgatour.com, direct, Google, Yahoo, and bostonglobe.com were the top referral sources

Branded terms dominated search queries (Example: Deutsche Bank Championship, DBC tickets)

Interest of visitors include news/sports news, travel/hotels, and financial services/investment services

WEBSITE TRAFFIC RECOMMENDATIONS

Build partnerships with referral traffic sources to earn backlinks (Example: An article on bostonglobe.com about the DBC links back to a page on the DBC website)

Add new sections on the website such as FAQs and testimonials

Synthesize the Google AdWords account of our agency with Google Analytics to complement Display and PPC

Invest in SEO to strengthen user experience and fix technological issues that make it difficult for search engines to crawl our site

NEWSFEED OVERVIEW

MEASUREMENT TOTAL AVERAGE AVERAGE (LINKED TO

EMAIL)

AVERAGE (NOT LINKED TO

EMAIL)

Posts 52 52 8 44

Instances 20,426 393 757 327

Page Views 14,232 274 592 216

Time Spent (Minutes)

16,888 325 671 262

Source: MLBAM (Date range: Jan. 1, 2015 - Sep. 14, 2015)Instances count clicks, page loads, and other actions in a newsfeed post.

TOP NEWSFEED POSTS – PAGE VIEWS

RANK ARTICLE DATE LINKED TO EMAIL PAGE VIEWS INSTANCES TOTAL SECONDS SPENT1 Pro-am pairings announced for Deutsche Bank Championship 9/2/2015 No 1,539 3,085 135,9052 Deutsche Bank Championship: Everything you need to know before you go 8/31/2015 MLB 1,501 2,059 117,2743 Enjoy all that is new at the DBC 8/6/2015 MLB 1,375 1,540 85,9364 Final Deutsche Bank Championship field is set! 8/30/2015 No 1,080 1,807 62,6455 Check out everything new coming to the Deutsche Bank Championship 4/1/2015 No 806 933 86,781

NEWSFEED TAKEAWAYS

Field updates and event activities generated the most page views

Posts linked in eblasts yielded 2.7 times more average page views than those that weren’t

The majority of DBC Rewind content struggled to gain 100 page views

No articles embedded video content

NEWSFEED RECOMMENDATIONS

Leverage data in Google Analytics such as search queries and interests to communicate better with our audience

Eliminate DBC Rewind or future throwback series

Create a fun, short video on the correct spelling of Deutsche Bank

Incorporate videos of onsite fan activities into posts

Diversify content types

SOCIAL MEDIA – FACEBOOK OVERVIEW

91 Posts

9.1M impressions

2.1M total reach

13% growth in fans (7,350)

Source: Facebook Insights (Jul. 28, 2015 - Sep. 11, 2015)

SOCIAL MEDIA – FACEBOOK TOP POSTS

SOCIAL MEDIA – FACEBOOK TAKEAWAYS

Monday and Wednesday were the most popular days for fan engagement

The Most popular time for fan engagement was 7:00PM (EST) – 9:00pm(EST)

Average engagement was best with posts in the 50-100 character range

SOCIAL MEDIA – FACEBOOK RECOMMENDATIONS

Use interactive tools such as Riddle to increase fan engagement

Construct posts for different target audiences

Share content from other Facebook pages to connect with other businesses in our industry or geographical market

Reply to comments of fans and use the “@” to ensure they are notified

SOCIAL MEDIA – TWITTER OVERVIEW

MONTH TWEETS TWEETIMPRESSIONS

PROFILE VISITS MENTIONS NEW FOLLOWERS

July 17 23.5K 1,916 24 52

August 107 324K 12.5K 480 374

September 263 941K 69.7K 5,538 1,081

Source: Twitter Analytics

SOCIAL MEDIA – TWITTER TOP TWEETS

SOCIAL MEDIA – TWITTER TAKEAWAYS

On average, @DBChampionship followers tweet 0.6 times a day

Most of the users that follow the account have 0 – 500 followers

Most popular days for fan engagement were Wednesday and Tuesday

Best time for re-tweets were 1:00PM (EST) – 2:00PM (EST)

SOCIAL MEDIA – TWITTER RECOMMENDATIONS

Integrate related hashtags (Example: #fedexcupplayoffs) in some tweets for discoverability

Re-tweet content from other industry leaders and add comments for thought leadership opportunities

Utilize interactive tools such as Riddle to increase fan engagement

Keep tweets around 90 characters

Have guest tweeters for a day to connect with local audiences and acquire new fans

POST TOURNAMENT SURVEY

568 total participants (8.5% of all subscribers that opened the email)

84% of respondents said they attended last year

46% of survey takers say they purchased tickets six weeks or more prior to the event

76% of respondents identified themselves as 45-years-old or older

15% of the poll attended two days

Email and Facebook ranked as the top channels that survey takers would like to hear about updates for the 2016 Deutsche Bank Championship

Source: Survey Money to current buyers (Sep. 9, 2015 - Sep. 12, 2015)