TopGolf Media Strategy July–December 2014

TABLE OF CONTENTS

Meet the Team 2 Campaign Scope 3 Brand Profile 4 Geographic Profile 6 Target Market 7 Competitors 8 Media Menu 10 SWOT 11 Situation Synopsis 12

             

Kiersten

Bianca

Samantha

Hannah

Laila Dinah

MEET

TEAM the

2 Edgar

       

Nice to Media is a friendly agency, eager to undertake the media

responsibilities necessary to successfully launch a new TopGolf location in Santa Fe, New Mexico. We aspire to build brand awareness, engage, and incite enthusiasm among a specified target audience. With a media budget of $55,000, we will create a strategy to motivate the Santa Fe market to, not only participate in golfing, but furthermore to become part of the overall TopGolf experience. Nice to Media is committed to exploring the unique opportunities Santa Fe has to offer while recreating the classic TopGolf experience for the this community. We would be honored to share our agency’s passion and vision for TopGolf and Santa Fe. And of course, it’s Nice to Media!

Yucca: NM State Flower

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Brand Profile TopGolf offers a revolutionary spin on the traditional golfing experience. The Jolliffe brothers brought about the innovative concept of TopGolf in 2000. Their idea was to create a unique experience that combines the competitive spirit of golf with entertainment. TopGolf’s fun, sociable atmosphere welcomes players of all skill-levels through a variety of golfing games accompanied by quality food and beverage. The advanced technology used to create the games is balanced out by a personable staff that ensures each player enjoys their TopGolf experience.

       

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TopGolf’s entertainment complexes hosts corporate and private events, social parties, children’s parties and private

lessons for golfers of all ages. Smaller groups - up to six players, can also enjoy any of the seven TopGolf games

catered toward different skill-levels. Each group tees off from a private bay with innovative golf balls containing RFID

microchips that track each player’s score. Each player has 20 opportunities to hit different targets based on accuracy and distance. Amidst the fun, competitive environment TopGolf also offers live entertainment, delicious dining options, and

extensive bar.

TopGolf keeps its customers up-to-date through a variety of social media outlets such as Facebook, Twitter, Instagram

and Google+. Each TopGolf location has an individual account for each of these social media networks. Consumers in each market can follow their local TopGolf account to stay

informed of their upcoming events and promotions.

TopGolf offers the sophisticated experience of golfing without requiring a membership at a country club. Instead, new

players pay a $5 one-time fee for their lifetime membership. Optional memberships can be purchased for a flat annual fee

of $100 for the Gold level and $200 for Platinum level. Members receive a variety of benefits including discounts on

food and beverage, and unlimited VIP priority passes. Hourly pricing can be split amongst a group of friends,

without additional fees per person. TopGolf offers an early-bird hourly price of $20 and an evening price of $40 per hour.

TopGolf will continue on its track of rapid growth as they open a new entertainment complex in Santa Fe, New Mexico. Santa

Fe is known for its rich history, art, and beautiful weather. Tourists are attracted to these qualities and often visit Santa Fe’s many annual festivals and a variety of museums. The

city’s ideal climate provides access to numerous outdoor activities. TopGolf’s combination of golf and entertainment

provides a new opportunity for the people of Santa Fe to experience the outdoors. TopGolf’s fun, innovative brand will

complement this community’s appreciation of a good time.  

Product

Source: topgolf.com, bestoftheroad.com  

Place

Price

Promotion

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Santa Fe is the capital of New Mexico and is located 7,000 feet in the southern Rocky Mountains. The total population is about 69,000 and is primarily Hispanic, Anglo, and Native American. Santa Fe is the fourth

largest city in New Mexico and the second oldest city in the United States. It has more than a dozen museums and is filled with vibrant art, music and

theater. Santa Fe’s rich history, multicultural art, and spontaneous outdoor activities make it an attractive city for people to visit.

Source: Santafe.org

Our trade area for TopGolf includes all of the zip codes we

defined in our target market. We believe this area will be successful in gaining customers in our target

market because it is the environment in which they live. We will advertise TopGolf and execute marketing campaigns in this area

that will attract our target market.

This area is ideal because potential customers are familiar with it and see it everyday. When our location

opens, it will be the only new attraction in the area and will draw the attention of our target market. In the graphic, our target zip codes are outlined to better picture the

radius of where we plan to execute our campaign.

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Top Golf 753 Cerrillos Road Santa Fe, NM 87505

   

       Our target market for this new location will be men and women aged 35-55 who are about to retire or are already retired without children residing in their household. Our main focus will be in zip code 87505, where Top Golf will be located. The market in this area are middle-aged men and women who are most likely empty-nester couples that need a different kind of activity to consume their time. These middle-class individuals enjoy watching daytime TV, making crafts, reading the newspaper, gardening, and going to family-style restaurants. Their average income is around $40,000.

We would also like to target to markets in surrounding zip codes in order to attract a little variety to our new location. Nice to Media believes that the close proximity of these zip codes in relation to 87505 will be convenient to the consumer and result in more visits to TopGolf. Consumers in zip code 87501 are middle-aged singles who live a modest lifestyle, like to have a good time and can be seen around the movies, playing pool and outside sports. They are most likely at the older end of our target market, around age 55. Their average income is $43,000. The consumers in zip code 87507 are on the lower age of our target market with an average age of 35. These individuals have children and work entry-level jobs, but still like to find the time for family outings in order to get away from the stress of home and work. Their median income is about $38,000, however; they still like to splurge on things that make them happy. Zip code 87508 consists of men and women whose average age is 47 and earn a median income of $60,000. These individuals are typically college-educated, without kids, enjoy country music and exciting outdoor activities, and love to travel. 7

The Standard Industrial Classification and North American Industry Classification systems categorizes TopGolf USA as: a simulator, family entertainment center, restaurant, golf course & country club, and practice range. This is attributed to the unique golf activities and atmosphere that are conducive to hosting a child’s birthday party, family outing, or an unforgettable date night. Santa Fe has the potential to be a successful opportunity to expand because there are no businesses in the surrounding area that offer both adults and children the exciting and entertaining experience TopGolf creates. TopGolf is a blue ocean, which is defined as “untapped market space, demand creation, and the opportunity for highly profitable growth in industries that might not be in existence today.” Because TopGolf is a blue ocean, there are soon to be many imitators entering this untapped market space. Therefore, it is important to quickly develop a loyal following and establish a presence in the Santa Fe market.

When analyzing businesses in the Santa Fe area that have the same SIC and NAIC codes as TopGolf, there are numerous golf courses, country clubs, bars, restaurants, and family entertainment businesses. However, none of those businesses combine all of these attributes under one roof. It is also important to track Yelp and other review sites to gain insight into how the people of Santa Fe feel about the ambiance, cuisine, and entertainment offered by local waterholes. If TopGolf can understand Santa Fe natives’ thoughts and behaviors pertaining to competitors, the TopGolf brand can become part of their consideration set and eventually part of the local landscape.

It is recommended that TopGolf not compete with the Towa Golf Club when choosing its Santa Fe target market. The Towa Golf Club markets to older men, looking to host clients on the golf course, or who are wanting to hone their skills with someone who has played in a PGA Tournament.. 8

       

Top Golf Competitors in the State of New Mexico:

Hinkle Family Fun Center The Hinkle Family Fun Center is a family entertainment center owned by the Hinkle family operating for almost 20 years in Albuquerque, New Mexico; about 61.7 miles from Santa Fe. It is open 363 days a year and offers miniature golf, laser tag, bumper boats, go-karts, paintball, and arcade games. The Hinkle Family Fun Center spends $50,000- $100,000 on advertising annually and its sales volume was $3,225,000 in 2013. Del Charro Saloon Del Charro Saloon is a local watering hole near downtown Santa Fe. It was recently voted second place for best local affordable dining in the Santa Fe Reporter, a local newspaper. It offers an eclectic menu that is a hit with local diners looking for good food at bargain prices. The Del Charro has an outdoor patio where patrons can sit next to a fireplace and enjoy the Santa Fe sunshine. It is also known for its bar service, as the margaritas and cocktails are heavily lauded on all of the Del Charro review pages. It is open seven days a week until midnight on most nights. The Del Charro spends $20,000- $50,000 on advertising annually and had a sales volume of $1,579,000 for 2013. Towa Golf Club at the Buffalo Thunder Resort and Casino Towa Golf Club is one of the many amenities of the Buffalo Thunder Resort and Casino. The golf club offers scenic mountain views and custom courses designed by professional golfer, Hale Irwin. The Clubhouse has a store which carries clothing from popular golfing brands as well as a Bar and Grille that offers an inexpensive mix of alcoholic beverages and cuisine. The Clubhouse also has banquet and tournament services which are reserved for weddings, corporate events, and other outings. Towa’s practice facility is state of the art –it contains a driving range, putting and chipping greens. It is a favorite of serious golfers visiting Santa Fe; as there is a dress code, relatively affordable green fees for playing 9 to 18 holes of golf, and the opportunity to gain instruction from a PGA professional. The Towa Golf Club spends between $20,000-$50,000 in advertising annually and the sales volume reached $2,541,000 in 2013. Tune-Up Café The Tune-Up Café is a Santa Fe eatery that prides itself on preparing dishes rich in New Mexico culture. It has been fea- tured on Guy Fieri’s Diners, Drive-Ins, and Dives. The Café is open seven days a week and serves breakfast, brunch, lunch, and dinner. It has also become a destination for foodies around the country. Advertising for the Tune-Up Café is between $5,000- $10,000 annually and the sales volume was $372,000 in 2013.

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Employees   Minimum  Wage  Sante  Fe   $10.51/hr  Albuquerque   $8.60/hr  

Magazine:  HOME  Real  Estate  Black  &  White   1x   6x   12x  Full  Page   $1,905     $1,830     $1,662    Half  Page   $1,090     $992     $856    Quarter  Page   $550     $505     $439    Eighth  Page   $330     $299     $245    Color   1x   6x   12x  Full  Page   $2,314     $2,239     $2,071    Half  Page   $1,305     $1,207     $1,071    Quarter  Page   $675     $630     $564    Eighth  Page   $399     $368     $314    Pasa-empo  (wkly-­‐fri)  Ad  Size   Open  Rate   6x   13x   26x   39x   52x   Add  Color  Double  Truck   $5,030     $4,320     $3,765     $3,150     $2,955     $2,675     $905    20  x  11.5                              Full  Page   $2,235     $1,920     $1,675     $1,400     $1,315     $1,190     $445    9.75  x  11.5                              Half  Page  VerTcal   $1,185     $970     $850     $715     $685     $645     $235    4.75  x  11.5                              Half  Page  Horizontal   $1,185     $970     $850     $715     $685     $645     $235    9.75  x  5.625                              Quarter  Page   $610     $510     $440     $365     $350     $325     $135    4.75  x  5.625                              Eighth  Page   $345     $260     $230     $195     $185     $165     $75    4.75  x  2.688                              

Newspaper:  ROP  Daily    

Ad  Size   Retail  Display  (Per  Column  In)  1"  -­‐  4"   $25  (flat  fee)  4.25"  to  30"   $5.40    30.25"  to  66"   $5.15    66.25"  to  126"   $4.80    

Open  Rates   Pricing  mon-­‐thurs   $30.65    fri-­‐sat   $32.30    Sunday   $32.65    

Internet:  santafenewmexican.com  AD  POSITIONS   SIZE   10-­‐50K  IMPRESSIONS   50-­‐100k  IMPRESSIONS   100k+  IMPRESSIONS  Homepage  Half  Page   300  x  600   22  CPM   17  CPM   14  CPM  ROS  Half  Page   300  x  600   18  CPM   16  CPM   14  CPM  Homepage  Medium  Rectangle   300  x  250   16  CPM   13  CPM   11  CPM  ROS  Medium  Rectangle   300  x  250   14  CPM   11  CPM   9  CPM  Homepage  Leaderboard   728  x  90   18  CPM   15  CPM   7.5  CPM  ROS  Leaderboard   728  x  90   16  CPM   13  CPM   7.5  CPM  

NM  Sales  Tax   8.19%  

SEO/SEM:  Google  AdWords  CPC   CPM  $0.01     $0.25    CPC  =  adverTsing  cost  per  ad  clicked  CPM  =  adverTsing  cost  per  thousand  views  

Radio:  Albuquerque,  NM  Daypart  -­‐  M-­‐F   CPP  AM  (6AM-­‐10AM)   50  DAY  (10AM-­‐3PM)   47  PM(3PM-­‐7PM)   56  EVENING  (7PM-­‐12PM)   28  CPP  =  cost  per  point  for  60  sec.  commercials  

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Strengths; 1. It is designed and positioned for the casual non-competitive golfer as well as the interested non-golfer. 2. TopGolf combines a driving range with games and a diversity of food and drinks. This is what sets it apart from other local driving ranges. 3. TopGolf provides pool tables, foosball, shuffleboard, XBox Kinect dance games and live music. Weakness; 1. Blacks and Hispanics are the least likely to have played [golf], regardless of age. Opportunities; 1. Discounts, coupons, and free lunch/lessons generate the highest response. 2. Opportunity to increase brand loyalty because of their blue ocean status. 3. Studies show that the common reasons people don’t play golf is because of lack of time and confidence in their skill. Threats; 1. This event has led to decreased spending on recreational activities such as golf because of the cost to play the game. 2. Many golf businesses are moving towards TopGolf entertainment strategies. 3. Given that the Hispanic population is set to increase by 15.6% from 2012-17, lack of participation among this group may contribute to further declines.

11 Source: Mintel.com, bizjournal.com, austinchronicles.com, impinj.com

SWOT Analysis

       

TopGolf is a premiere entertainment facility that offers an innovative way to socialize and dine while playing golf. It has not only revolutionized the way golf is played, but has also turned the sport into a common leisure activity that can be played with friends and family alike – without the burden of having to pay expensive membership fees for course access. TopGolf’s goal is to provide each of its customers with a fun, sociable experience filled with excellent service and care from its crew.

Santa Fe’s outdoor culture and warm weather makes it a prime region for the opening of a new TopGolf location. The combination of competitive sport and great food/drinks is guaranteed to attract the pleasure seeking men and women age 35-55 that occupy this diversely populated city. Even though there are already a few well-established entertainment facilities in Santa Fe, the experience provided at TopGolf is truly one of a kind, and its $5 lifetime membership is sure to have customers coming back for more.

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Situation Synopsis