Michelle Wie

Marketing Strategy 2010-2012

Current Brand Position

Young/Early Stages of her LPGA Tour Life

Last two years on LPGA Tour

Sponsors Exemptions to PGA Tour Events

Main sponsor

Media Relations

Strengths

• Age – Youngest winner of adult USGA sanctioned

tournament– Youngest player to make LPGA cut in a

tournament or major– Youngest player to play in a PGA tour event– Lowest round by a female in a PGA tour event

Strengths

• Lack of dominating female golfer• Major sponsorships with Nike, Sony, and

McDonalds

Weaknesses

• Alienated from the LPGA and PGA – Lack of humility in the media

• Only won one LPGA event• As of 2006 only made the cut on one PGA

event

Brand Pillars

• Youth• Determination• Courage

2010 Brand Strategy

• April– Work with current sponsors: NIKE, Honda,

McDonalds– Commercial spots and print advertisements

• May– Elementary and High School visits

• June– Golf Channel promotional video

2010 Brand Strategy

• July– Promotions in conjunction with the U.S. Women’s

Open• August – Back to School Challenge– Courage, on and off the course

• September– Continued promotions

2010 Brand Strategy

• October– Increased Sponsorship Opportunities– Charity Events

• November– Promotions in conjunction with the LPGA Tour Championship

• December– Golf Camps for kids

• Ongoing– Social Media (Twitter, Facebook)– Web site updates

2010-2012 Brand Strategy

• Continue with American brand strategy initiatives (2010)

• Add international brand strategy– Korea – Japan– China– Australia

2011

• Jan. – Feb.– Continue with U.S. golf camps– Generate international commercials with sponsors• McDonald’s• Nike• Sony

– Commercials based on brand pillars

2011

• Mar. – May– Korea

• June – Aug.– Japan

• Aug. – Nov.– China

• Commercials• Live events– Signings– Teachings,– Charity tournaments

• Social Media• Website

2011

• Dec.– American camps– Open camp in South Korea• Girls• Korea, Japan, and China• 1 week interaction with Michelle Wie

2012

• Jan. – Feb.– Golf camps– Begin Australia branding strategy• Commercials• Current sponsors• New Australian sponsors• Events• Continuing through August

2012

• Mar. – Apr.– American school visits– Korean school visits– Girls golf fundraiser campaign in Korea

• May – June– Japan

• July – Aug.– China

2012

• Sept. – Dec.– Launch Australian campaign• Commercials• Events similar to Korea, Japan, and China• Branding pillars related to Australia

– Girls camp continuation in America and Korea

Summary Brand Position

• Strong youth oriented programs– Nationally and Internationally

• Infusion of brand pillars with each culture• Effective tactics– Interactive campaigns• Live events with hands on participation by Wie.• Sponsorship driven