u.s. open 2017 pr plan · 2 opportunity statementtable of contentsopportunity statement 1....

U.S. Open 2017 PR Plan

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Opportunity Statement Opportunity StatementTable of Contents

1. Opportunity Statement - 32. Situation Summary - 4 - 11

3. Strategy - 12 - 204. PR Plan - 21 - 34

5. Social Media - 35 - 646. Media Relations - 65 - 70

7. Pitching Kit - 71 - 798. Press Kit - 80 - 93

9. Appendix - 94 - 10110. Endnotes - 102 - 106

Opportunity StatementFOX has the opportunity to enhance viewership on FS1, FOX Sports and FOX Sports GO and attendance for the 2017 U.S. Open at Erin Hills. Since FOX has the exclusive broadcast rights for this event, we want to increase awareness to maximize the viewership and attendance of the U.S. Open.

Golf viewership is not what it used to be. All of the 2016 for PGA Tour ratings were among the worst as compared to golf in the past.1 With this information in mind, it is evident that FOX needs to drive viewership in a new way in order to gain awareness for the USGA and the U.S. Open. Since FOX has had the broadcasting rights to the U.S. Open for the last three years, they have the opportunity to grow engagement for this event in new ways2.

SituationSummary

While the game of golf has a very traditional reputation and is mostly played by older men, it still can be leveraged socially and through networking.

FOX Sports is controlled by 21st Century FOX and is the brand name for a number of FOX sports channels including FS1, Big Ten Network, FOX Deportes, FOX Sports GO, FOX Regional Networks. FOX is known for its wide array of US Sports coverage and has acquired rights to entities including NFL, UFC, NASCAR, MLB, FIFA World Cup, MLS and USGA and collegiate conferences throughout its history8. Through the multiple properties owned by FOX Sports (networks, social and digital platforms), it is estimated that FOX Sports reaches 100 million homes in a single weekend9.

Golf Summary

The USGA is a golf organization that makes and enforces the rules of golf in the United States and Mexico and aims to “act in the best interests of the game for the continued enjoyment of those who love and play it.”3 It is composed of an executive committee of 15 volunteer members who are the policy-making board. They provide the course rating and handicap system on six continents in more than 50 countries. It has been around for over 120 years. They host 16 championships each year, including the U.S. Open and several other Senior Women’s and Amateur events.

In contrast, the PGA is the organization of men and women golf professionals. They recognize experts that teach and grow the game and was founded in 1916.4

The U.S. Open was first played in 1895. This is the 117th year that it will be played. The format has changed throughout time, but it is now a 72-hole event. 156 players are cut to the low 60 scores, plus ties after 36 holes. On that Monday, there is an 18-hole playoff if two or more players are tied after 72 holes of play. In order to enter, you must have a handicap index not exceeding 1.4. This means that anyone can qualify as long as they meet these requirements. The U.S. Open is one of golf’s four major championships (Masters, British Open, PGA Championship and the U.S. Open).5 In 2013, the USGA announced the agreement with FOX Network and FOX Sports 1 as the domestic partner of the USGA. This is a 12-year agreement.6

The U.S. Open is a very special tournament for golf as there are a variety of traditions that go along with it. Each year, the tournament is hosted at a different course, making it a challenge for golfers who have not played there before. The U.S. Open is unique in that an amateur is able to enter and even win this tournament. This is considered to be special as golf is often looked at as more of a professional game. However, the last time an amateur won the U.S. Open was in 1933. To date, only 5 amateurs have won the U.S. Open; the most recent winner is John Goodman.7

Dustin Johnson after shooting a 69 in his final round at Oakmont Country Club to win the 2016 U.S. Open hugs his family. (Getty Images)

• World Series: FOX also aired the 2016 World Series and received staggering viewership ratings with 40 million viewers on Game 7, making it the most watched baseball game in 25 years. The overnight viewing was 25.2, which hasn’t happened since the seventh game of the 2001 World Series. 17

• U.S. Open: FOX viewership of the 2015 U.S. Open increased from the 2014 airing on NBC with an overnight viewership of the final round at 4.8, up 45% from 2014. There was an averaged 4.8 million viewers over four days and a record amount of live coverage, 40 hours. However, 4.8 is the third lowest Sunday night rating on record only next to 2014 and 1988.18

2016 US Open’s third round coverage did not fare much better. Saturday’s third round coverage posted a 2.5 overnight on FOX, down 27% from 2015 when coverage went later into primetime (3.4), and down a bit from 2014 on NBC (2.6). The 2.5 is the lowest on record for third round coverage, falling below the previous mark set in 2014. FOX said coverage peaked on Saturday with a 3.0 rating and 4.4 million viewers from 5:30 – 6:00 PM ET.19

The Super Bowl brought in the most viewers to date with 113.7 million viewers on FOX. The Word Series is second with an overnight viewing of 25.2. Nascar is among the lower viewership ratings with golf at an overnight rating of 6.5 but still a lot higher than the US Open’s 2.5.

During FOX’s past coverage of the U.S. Open, they have been criticized heavily for the production of this event. There were many comments that were made regarding the technical glitches during the

In addition, FS1, a major Fox network and affiliate, works complementary to FOX Sports and enhances its content It was launched in August 17, 2013 and is a national 24- hour multi-sport network. Annually, FS1 estimates 5,000 hours of programming, news and live event coverage10 as well as reaching approximately 90 million homes11. FOXSportsGO is their digital application that allows people to live stream sporting events. FOX Sports GO is available for download on IOS devices as well as FOXSportsGO.com by inputting one’s TV provider. On FOXSportsGO you can watch live stream events from all of FOX’s entities including, FOX Deportes, FOX Regional Network, FOX College Sports, FS1 and FS2.12 In 2016, FOXSportsGO was added to Apple TV, increasing viewership due to the ability to split the screen and watch multiple games at the same time13. This matters for FOX as one of the main tasks we were asked to focus on was digital viewership. This application is a main source for FOX consumers and by promoting the use of the app during the US Open, we hope to increase downloads of the app as well as views.

FOX’s social platforms include Snapchat, Instagram and Facebook pages. FOX uses these platforms to promote events, games and engage with consumers and audiences and to connect with fans.

Fox has the broadcast rights to several major sporting events.

• Super Bowl: The 2017 Super Bowl had a total audience of 172 million viewers for all or part of the event. More people watched the game on FOX than any other program in US history. FOX during the Super Bowl recorded 113.7 million viewers on FOX, FOX Sports GO, NFL Digital and FOX Deportes.14

• Daytona 500: Ratings for the 2017 Daytona 500, aired on FOX, were up 7% over last year. It was FOX’s most watched sporting event since the Super Bowl receiving over night viewership of 6.5.15 More general statistics on the ratings are not positive however, with relatively low ratings since 2013.16

Trend reports reveal that golf participation has been down in the last few years and TV ratings have followed similarly. 2016 was one of the worst years in ratings for PGA tour events ever. The two years of the Masters Tournament that had the lowest ratings were when Tiger Woods was not playing, which shows his relevance as a golf personality. Overall, the number of golfers age 18-34 has had a steady decline recently. This is because many

coverage of the event. This included different angles when shots were taken and more. Despite this, FOX defended their actions and coverage saying that “there’s going to be some bumps in the road, especially when your first true show is a show of that size,” but that they are going to continue to improve.20 That being said, the USGA publicly stated that they were “happy with the telecast” and the viewership.21 After criticism for their coverage of the 2015 U.S. Open, FOX adapted their lineup to include a few new people. For the 2016 U.S. Open, FOX’s announcement lineup was as follows:22

• Play by Play: Joe Buck and Shane O’Donoghue

• Analysts: Paul Azinger, Mark Brooks, Jay Delsing, Brad Faxon, David Fay, Steve Flesch, Natalie Gulbis, Gil Hanse, Juli Inkster, Buddy Marucci and Scott McCarron

• On-course reporters: Curtis Strange and Ken Brown

• Studio Host: Holly Sonders• Interviews: Shane Bacon• Reporter: Jaime Diaz

people find “It’s slow, takes a long time to play and it’s expensive”.23 To add to this, millennials are shaping the way that golf is viewed or played. The viewing and playing of golf has become more digital with new streaming opportunities, applications and wearable technology.24

Other sports events with higher attendance and ratings have stadium amenities to help the fan experience. It is believed that in order to market golf successfully right now, it is important to make it an experience and a “festival-like environment” to reach millennials.25 This is something that golf was not typically regarded as, and it is important to make this more prevalent. The PGA Tour has attempted to do this by creating social-media friendly marketing hashtags, specifically, using their #morethangolf campaign.26 This idea “grew out of the need to reach new and younger crowds,” since men make up 70 percent of all fans but more than half of those men are older than 45.27

Erin Hills will host the 2017 U.S. Open. This is the first time that the U.S. Open is coming to Wisconsin and the first time it is on a public golf course, which provides a unique opportunity for a variety of promotions and sponsorships. When Erin Hills was first built, the architects aimed to build it into the nature with a minimalist approach. They wanted to use the “natural contours of the property and provide a firm-playing surface that plays shorter than it’s length on the scorecard”. It was also designed to accommodate the U.S. Open. There are five private cottages and lodges with living rooms as well as suites for guests. Erin Hills has multiple dining rooms, restaurants, lounges and meeting rooms.28 It is a walking only golf course. Practice rounds will run from June 12-14 and the championship rounds will be June 15-18.29 This year, the prize money for the U.S. Open, is at an all-time high, reaching $12 million and is now the biggest payout in golf.30 Erin Hills was designed by Robert Lang in 2004.32 He is a Wisconsin developer who used his own money to build the course. Interestingly, Lang’s ultimate goal was to ensure that one day the U.S.

Joe Buck, Paul Azinger and Brad Faxon on-air for the 2016 U.S. Open. (Golf.com)

2017 U.S. Open

Some of the most well-known and attended festivals occur in June, around the same time as the U.S. Open.38 These events include Pridefest (June 9-11), The Lakefront Festival of the Arts (June 16-18), Polish Fest (June 16-18), Summerfest (June 28- July 9) and Bike Night (every Thursday from May 11- September 21).39 Although these events are all taking place in Milwaukee this summer, they each attract a different group of people. Pridefest and Summerfest will mainly attract the younger millennial target audience, Polish Fest will attract an older crowd and families and Bike Night will attract the sport’s enthusiast crowd.40

Another main source of competition for the U.S. Open this year will be Brewers games in June. While the particular week of the U.S. Open the Brewers are playing away,41 avid sports fans will likely still be watching these games. Yet while these games could be a source of competition, it is also vital to examine the players that could play a large role in promoting a pre-U.S. Open Event.

Many of the Brewers players are avid golf fans. Prince Fielder is a retired first baseman for the Brewers and was a major home run hitter. He was drafted by the Brewers as a first round pick in 2002. Following his time with the Brewers, he was traded to the Texas Rangers. Prince is also the son of Cecil Fielder, another baseball player and World Series champion. He regularly posts to social media, specifically Instagram, with 98.6k followers42, and has a high Klout score of 53.43 To add to this, many of the Brewers players have spent time golfing together before different seasons. Michael Blazek said, “It’s not really about the game of golf. You just go and hang out with friends…. It’s a better way for us to get together away from the field and not think about baseball and have fun at the same time. It just takes your mind off of what you’re doing here every single day.”44

Additionally, Khris Middleton is a player on the Bucks; as a shooting guard and small forward, Middleton is a well-known Bucks player in Wisconsin. Middleton is originally from Charleston,

Open could be brought to Erin Hills.33 To do this, he consulted with many USGA officials and changed several of his hole designs. Although Lang had to sell the course for financial reasons in 2009, his ultimate goal was still to bring the U.S. Open to Wisconsin.34 The purchaser, and current owner of Erin Hills, is Andrew Ziegler and he too wanted to help Lang achieve that dream. Because of this, Ziegler made some changes to the course. These changes included making it a “walking-only” course and adding the lodging, pubs and cottages that allow the course to accommodate private events and overnight stays.35 Over a decade later, Lang’s dream of bringing the U.S. Open to Wisconsin are coming true thanks to his initial determination and course designs.

Erin Hills is located in an ideal location for tourists. At only 35 miles Northwest of Milwaukee, Erin Hills is regarded by golf enthusiasts as “one of the best natural sites for a golf course in the U.S.”; it is an easy day trip drive for visitors. Similarly, it is only about an hour drive from the state capitol in Madison. Finally, at 120 miles from Chicago, Erin Hills is a great destination for any visitor to travel to, even if it is only for a day trip. This also allows visitors to see other areas of the Milwaukee area.36

Milwaukee is composed of and surrounded by numerous suburbs, each attracting a different segment of people through various activities. In general, Milwaukee attracts tourists through business opportunities, music festivals, beer tastings and the outdoor beauty of a Midwestern location, just to name a few.37 From the exciting nightlife to the landmark city features, Milwaukee both welcomes tourists and entertains current residents.

Competition

Similarly, there are other people that can have a strong influence in this market. One example of this is the mascot Bucky Badger. Bucky is the UW-Madison mascot. He has a great personality and is loved by Wisconsin millennials. All millennials who grew up in Wisconsin are passionate about Bucky, as well as current and former UW students. He is relevant in the sports industry. He is known to support causes and major events. According to Mintel, of 999 people ages 18 and up, 89% of people, both golfers and non-golfers, are interested in golf as a social activity52. Bucky is considered sociable. He is relevant to the Mintel data as he represents family, friends and fun. 29.4K people follow the official Twitter account.

In addition to events happening in Milwaukee, there are also other events taking place in other parts of Wisconsin as well as nationwide golf competitions occurring this summer. The PGA Championship is taking place in North Carolina in early August and the British Open is taking place in Royal Birkdale in mid-July.53 Unlike the other events described, these are activities that will most likely attract the core golfer target audience.

South Carolina. He maintains 55.9k followers on Instagram45 and 19.1k followers on Twitter.46 Khris Middleton has posted several photos of him golfing or on a golf course, clearly showing ties already to the golf industry.47

Jabrari Parker

Another Bucks player and golf fan is Jabari Parker. As the forward for the Milwaukee Bucks basketball team, Parker is a very well known player both in Wisconsin and to all avid basketball fans. He’s very vocal on social media. In addition, Tony Finau, a player in the 2015 U.S. Open, is his second cousin.48 This already shows ties to golf for Parker. To add to this, each year, the Bucks host a golf tournament to raise money for the Cystic Fibrosis Foundation, giving patrons the “opportunity to golf with Bucks coaches and players.”49 Parker has 268K followers on twitter50 and 486k followers on Instagram.51

Erin Hills Golf Course

American Express has sponsored the U.S. Open for the past 10 years, offering special benefits and perks to American Express card holders at the actual event. In the past they have featured the Mind Game Platform that allows fans to “play” the course’s signature holes. Hospitality packages are also offered for card members in a private, catered chalet.57

Rolex is the official timekeeper of the U.S. Open after signing an eight year contract with the USGA in 2012.

Rolex has been affiliated with the USGA since the 1980s when it began sponsoring the print publications of the USGA like the rule book. Rolex added its clocks to the practice areas and first tees at USGA major championships, including the U.S. Open. Also, in the late ’80s Rolex began sponsoring a Monday night dinner hosted by Arnold Palmer the week of the Open for Rolex player ambassadors and USGA officials.58 Rolex has supported other USGA publications over the years, and in 2012 complimentary made the Rules of Golf book widely available.59

Although all of these events compete with the attendance of the U.S. Open, FOX Sports also has the opportunity to use these events to attract and speak to tourists and locals who will already be in town for these events.

The U.S. Open has five main sponsors.

IBM began their partnership in 2008 with a four year contract as the official technology partner of the U.S. Open. The latest technology IBM brought to the U.S. Open was the development of an improved app released for the 2016 U.S. Open. The new developments of the app allowed users to see exactly where players are on the course, along with an interactive course map that shows fans where the concession stands, WiFi zones, grandstands, merchandise tents and first aid stations are located.54

Lexus is the official automotive partner of the USGA and vehicle of the U.S. Open, Women’s Open, U.S. Senior Open and Ametour Open. Their partnership with the USGA began in 2007 and was renewed in 2011. Lexus has provided a total of 3,127 Lexus vehicles to players and golf officials at 16 USGA Championships and sponsors professional golfers.55 In addition, at last year’s U.S. Open, Lexus provided rides using UberLEXUS from nearby areas to the Oakmont U.S. Open.56

Key Sponsors

The last major sponsor of the U.S. Open is Deloitte, a consulting corporation. “Through extensive research and analysis, Deloitte assisted the USGA in creating a strategy to enable the USGA and SRGAs to modernize, streamline and ultimately increase the value of these services to the game. This vision, which the USGA intends to realize over the coming years, should build stronger relationships with all those who administer and play an integral role in influencing the health of the game.”60

Strategy

Millennials

Millennials make up the largest demographic in the country.61 Three out of four millennials own smartphones.62 According to Social Media Today 90% of millennials are using smartphones and 93%

Primary Audience

For the U.S. Open at Erin Hills to be widely known and nationally recognized outside of the golf community, encouraging people to tune in to FOX, FS1 and FOX Sports GO.

Audiencesare using the internet. More than 60% of U.S. 13 to 34 year-old smartphone users are snapchatters as well.63 27% of millennials use Facebook less than once a week. However, “Pinterest and Twitter are used more amongst millennials with kids and young parents tend to use Facebook more often than their counterparts without families.”64 Millennial women use Instagram more than Snapchat and Twitter.

Millennials made up 28% of the population of total

Source: http://www.adweek.com/digital/survey-41-of-millennials-use-facebook-every-day-infographic/

subscription. Therefore, it is important to show millennials the streaming options that FOX offers.

It is important to reach this audience because millennials are a big part of the declines in both attendance and viewership of golf recently. Their interest in experiences and connecting with others play a big role in how the game of golf is evolving.

According to Politico.com, CNN reaches the highest percentage of millennials. The top five media outlets amongst millennials include CNN, Yahoo-ABC News, Buzzfeed,com, The Weather Company and USA Today. These are key outlets that should be targeted in order to reach millennials most successfully and efficiently. However, this information is regarding internet news. Thus, it is essential that when targeting these outlets, the content is published on their online platforms. It may be beneficial as well to have these outlets promote any content on their social channels in order to reach this target audience.

It is important to continue to reach a new audience for golf, rather than the traditional affluent white male that tends to be drawn to golf. To add to this, FOX has requested that we target millennials in a way that will engage this new audience.

golfers in 2015 and between 2014 and 2015 there was a 43% increase in PGA Tour website traffic from millennials due to a mix of showcasing millennial golf stars and using digital media marketing.65

The biggest motivator for millennials is the desire to be a part of an experience. They are looking for ways to connect with friends and other sports fans.66 As many millennials are sports lovers, they can easily keep up with games and sports news on a variety of digital platforms.67 Millennials can be defined as those who are born between 1981 and 1997.68

To add to this, millennials respond most widely to social media campaigns.69 In addition, 9 out of 10 millennials would switch brands to something associated with a cause.70 In addition to this purchasing behavior, “Millennials are more likely to purchase a product if it makes them feel special either through this personal connection or the idea of exclusivity.”71

Between ages 18 and 44, over a quarter of sports fans agreed with the statement that watching sports helps them keep connected with friends. Of these respondents, most were likely to be younger than 45.72

Health is a key for millennials. 88% of millennials get exercise in one way or another. 73 Yet they aren’t all about going to the gym. Over 53.9% of millennials participate in some sort of sport or exercise each week.74 The yoga industry is dominated by millennials as they have a vested interest in the mindfulness of this activity.

Additionally, millennials are more likely to spend on experiences. “Modern consumers are looking to ‘do’ more than they are looking to ‘buy’.” It is important to emphasize the experiential aspects of sports, even when viewing from home, as more of an experience in order to reach this demographic.75

According to USA Today, 70% of millennials use streaming services, but only 64% have a pay-TV

Source: Huffington Post

out to their sports fan friends to get them to take advantage of golf events.

It is important to reach this audience because golf enthusiasts are the people that take a vested interest in the sport. That being said, it is clear that the U.S. Open is not their top priority for golf events to watch, so it is important to engage them in this major tournament.

Avid Sports Fans

Sports enthusiasts are involved with more than one specific sport. According to Mintel, avid sports fans almost never miss their team’s game or event and they are likely to follow five or more sports.

According to the Sports Marketing 2016-2017 RKMA Market Research Handbook Series, in the U.S., 65% of sports fans are male and 46% are female. Sixty-two percent are aged 45-59 and make more than $50k a year. Two percent of avid sports fans’ favorite sport is golf. Seventy-one percent of PGA Tour fans are male and 29% are women. The biggest portion of PGA Tour fans, 42%, are 50-69 years old. Twenty-seven percent are 30-49, and 22% are 70 and older. The average fan age is 47.

Twenty percent of PGA Tour fans make less than $35k, and 24% of fans make $100k-$250k a year. There are more African American fans than Hispanic Americans.

While Mintel found that women are less likely than men to be engaged with and participate in sports, the Mintel report also states that women are still highly motivated by seeing their team win. To add to this, Mintel noted that the appeal of competition in fantasy sports is an opportunity to help engage female fans.84

In general, it is likely that female sports fans may be hard to gain in general due to many stories recently about domestic violence and misogynistic behavior.85 This is something that the Mintel Report pointed out that marketers should be cognizant of.

Golf EnthusiastsWhite males age 55+ who are married with household income of $100k or more are the most likely golf consumers, but men aged 18-34 are 69% more likely than the average aged male 18+ to have played golf in the last 12 months.76 These men that are golf enthusiasts are generally affluent and well-educated professionals.77 These older men are motivated in a variety of areas in their life, and strive to lead an affluent lifestyle, participating in elite activities. While these characteristics are of the old golfer between 46 and 63, there is a “new breed of golfer”. This person is a “motivated, busy young professional age 29-40.”78 Yet because they are busy and have less of a disposable income, they are looking for a local golf destination that is no more than a few hours drive from home.79

According to the American Golf Corporation, while 67% of golfers do not consume any drinks while playing a typical round, 22% consume 1-2 drinks and 37% believe they play better with a drink or two.80 When asked what their favorite major to watch is, 77% said the Masters and only 14% said the U.S. Open.81

According to Mintel’s report on golf consumers in the U.S., adults who have played golf within the past year are likely to belong to a country club. “Nearly six in ten country club members who golf say that they play ‘every chance they get,’ which is nearly twice that of the average golfer.”82

Women make up approximately 25% of national golfers. Top golf executives have pointed out that with the decline in golf overall, it is important to market and target these women and young players.83

Tim Forbes, Futures Tour/LPGA Golf Promotor, says that it is not imperative to market to avid golfers, but rather to market through avid golfers. He explained that these golf enthusiasts can reach

Secondary Audiences

Sports enthusiasts are more likely to follow sports through social media, blogs, and podcasts, which can be a vital aspect in creating awareness for the U.S. Open.88 Similarly, it is important to target female sports enthusiasts because they are active on social media and can be a key demographic that is not necessarily targeted already by golf marketers.

Another key analysis from this report points out that “a love of sports is nurtured from a young age. If more young women get exposed to sports as kids, this may help,” to close the gender gap in sports.86

In addition, female sports fans are less engaged than male sports fans and do not keep up with sports news. However, the smallest gap between male and female fans is on social media. Women are almost just as likely as men to check social media for general sports news.87 This is likely because women are more active on social media as compared to men, according to Mintel.

According to Tim Forbes, Futures Tour/LPGA Golf Promotor, sports fans are hooked by being incentivized. They want something that makes them special, encouraging them to go to a sporting event.

It is important to reach sports enthusiasts because they are actively involved in the sports world and not narrowly defined by one specific sport.

Source: Lightspeed GMI/Mintel

ResidentsResidents of the Milwaukee area are important to reach because they are located within close vicinity of the event and they also show the greatest interest in the sport of golf compared to other areas of Wisconsin.89

In Wisconsin, those with an interest in golf are located largely in the Milwaukee area.It is important to reach this audience because in Wisconsin, many residents that are golf fans are already located near Milwaukee. This allows ease of access to the U.S. Open, they just have to be made aware of the event so that their interest is peaked and they want to watch it or attend the event.

Visitors

The tourist industry brings in millions of dollars to Milwaukee and continues to grow each year.90 According to a Wisconsin Department of Tourism survey on activities and experiences, overnight visitors that come to Wisconsin are mostly here for shopping.91 However, the main purpose of day trips to Wisconsin is overwhelmingly a majority to visit friends or relatives.92 In 2016, visitor volumes to Wisconsin grew tremendously due to the decline of gas prices, lowering transportation costs by 25%.93 This money was instead used towards lodging expenses and food and beverage expenses as these are the highest and second highest expenditures by visitors, respectively.94

It is important to reach this audience because these people are already visiting Wisconsin to do certain activities. We want to put the U.S. Open on their radar so that during their time in Wisconsin they are aware that it is going on. By reaching visitors we will benefit Wisconsin tourism overall and give a boost to the state economy by bringing even more visitors to the state for this event.

Wisconsin State Capital in Madison, WI

Objectives StrategiesMillennials:Objective 1: By the beginning of June, to increase the number of Millennials that are aware of the U.S. Open by 20 percent so that they utilize FOX coverage, especially on digital platforms.

● Promote the U.S. Open and FOX’s coverage using social platforms and digital activations.

● Use social influencers to demonstrate that golf is for all ages.

● Promote the U.S. Open and golf as an experience, a connection with others and a healthy activity.

● Leverage the tune-in aspect so that they are experiencing the event together with others, even if they are not attending

Golf Enthusiasts:Objective 2: By the beginning of June, to double the percentage of golf enthusiasts who feel it is necessary to attend or watch the U.S. Open (from 14 to 28%).

● Communicate with country clubs and driving ranges in the Midwest, to gain access to the golf enthusiasts that belong or play at those courses.

● Generate different promotional material that caters to the particular demographics of the golf enthusiasts, showing them that if they are not attending the U.S. Open, they must tune in to FOX.

Avid Sports Fans:Objective 3: By June 18, to grow the number of viewers for the U.S. Open to be larger than the viewership of other sporting events at that time.

● Use promotions during baseball games in collaboration with FOX Sports branches around the country that generate excitement to tune in to FOX for the U.S. Open.

● Promote the opportunity to create a fantasy golf team for the U.S. Open.

Residents:Objective 4: By June 18, to increase the in-state attendance by 10% in comparison to the U.S. Open in Pennsylvania in 2016.

● Show the “Wisconsin Pride” by highlighting that this is the first time the U.S. Open is being held in Wisconsin

● Promote tune-in to FOX so they are not missing out on this iconic Wisconsin event for the days that they cannot attend and are up to date when they are able to attend

Objectives & Strategies

Residents:Objective 5: By the end of May, to communicate to residents about the other activities and events they can participate in during the week of the U.S. Open so that they can have an experience without attending the event by measuring how many participants there are for specific events.

● Highlight the local businesses surrounding Erin Hills that people can see or shop at.

● Promote tune-in to FOX so they are not missing out on this iconic Wisconsin event for the days that they cannot attend and are up to date when they are able to attend

Visitors:Objective 6: By the beginning of June, to stimulate interest among visitors/tourists that the U.S. Open is an event to attend in Wisconsin, so that the week of the U.S. Open has the highest number of visitors in the state that month.

● Demonstrate the inexpensive travel costs associated with coming to Wisconsin for the U.S. Open

● Highlight the unique shopping opportunities for apparel and goods related to the U.S. Open.

● Demonstrate the unique opportunities in Wisconsin, making Wisconsin a golf destination.

● Promote tune-in to FOX so that for the days the visitors are unable to attend, they are up to date

PR Plan

Golf is Social • Golf is a game for everyone of all ages, it allows everyone to play together and be together

• Golf has a social aspect to it, so it is important to stay up to date so you are not missing out

• There are many different social aspects to golf; these can include family, professional and friends

- You can participate in many of these social aspects even if you are not at the game itself

Messages

Big IdeaTo promote feelings of inclusion and unity by showing that golf is a game that brings people together, cel-ebrating the many aspects of the game. To do this, we will leverage the social aspect of golf. In doing so, we want everyone to “show us their PARty”, encouraging people to come together socially to watch golf.

Through viewing parties, live social events and social media activations we want to show how entertaining it can be to view golf. We will be creating key moments when people will be interacting either live face to face or online, socially celebrating the game of golf and how it is a PARty.

• FOX will team up with the Brewers for a day of golf activities at Miller Park. These activities will be sta-tioned around the stadium in the concourse and on the field and will include chipping, mini golf, putting and driving. By participating in each activity you are en-tered to win tickets to the U.S. Open for a specific day, to be announced two weeks prior to the U.S. Open.

• Each station/game in the concourse will be associated with a different day of the U.S. Open. So, if you play

Brewers Golf Day

Sports/Event Marketing

Event Description

station one you have the chance to win tickets to Thursday, but a different station gives you the chance to win tickets to Friday.

• By downloading the FOX Sports GO application while at the Brewers Golf Day, you will receive a coupon for a free alcohol-ic or soda beverage of choice redeemable that day.

• Brewers players will be mingling throughout the day, encourag-ing people of all ages to participate in the different games.

• This event will be free to the first 10,000 people who attend and each person is given a sleeve of three FOX Sports Logo’ed golf balls upon entry that they can have signed by any Brewer

player and will be used at each station. The golf balls will also have #showusyourPARty written under the FOX Sports logo.

• Through this event, we have the opportunity for a charity tie in with both The Boys and Girls Club of the greater Milwaukee area, a partnership for FOX 96 and The First Tee, a charity partnership for the USGA 97. In doing this, we will bring the children from these organizations to the Brewer Golf Day so that they can partake in the activities.

- At this event, there will be a donation box for gently used sports equipment for people to donate to the Boys & Girls Club of the Greater Milwaukee area.

• This event aligns with our big idea because it shows how different elements of golf can be entertaining and allows people to socialize surrounding these elements of golf. This event works because it gives us

the opportunity to stretch this message to families, sports fans, golf fans and residents.

Event TargetThis event is targeting residents near the stadium, families who are looking for an activity together and avid sports fans. The Brewers Golf Day gives them the opportunity to meet Brewers players, play fun golf related games and win tickets to the 2017 U.S. Open.

The Brewer’s golf day is a social event that allows all attendees to PARty with the Brewers. This will not only be a social event, but will drive viewership as attendees are encouraged to download the FOXSports-GO application for deals at the event. Additionally, they are entered to win tickets to the 2018 U.S. Open, which will be announced during the 2017 U.S. Open on FOX. Attendees must tune-in to the streaming on FOXSportsGO to find out if they won, as there will be a graphic featured only on the streaming version of the content indicating the winner.

This event will take place at Miller Park, as that is where the Brewers play and will be a fun location for all. While we are specifically planning the event in Wisconsin at Miller Park, this event idea has the opportu-nity to be used by other FOX RSNs around the country in their local stadiums. For example, it would be ideal to run this event in Minneapolis with the Twins and Chicago with the White Sox and Cubs.

Location

Map of Miller Park 98

TimingThis event would ideally be held April 8th as this is a Saturday and the Brewers are playing the Cubs in the evening at Miller Park. This is also the first weekend of Milwaukee public school’s spring break. However, another optional date where the schedule works is May 12. Event setup will begin as soon as Friday night’s game is over. All of the golf equipment will be brought into the stadium on Friday evening. The morning of the event, set-up and preparation will continue be-ginning early in the morning, in coordination with Miller Park staff. Doors to the event will open at 9 AM and all stations, concessions and activities will be available between 9AM and 2PM. At 2 PM, everyone will need to leave, so security can be sure that all attendees are out and the stadium can turn over for that evening’s game against the Cubs. That evening, Steve Stricker will throw out the first pitch of the game. This will encourage golf enthusiast to purchase tickets to the Brewers game to stay for the game. As Steve Stricker pitches, the announcers will remind fans of the upcoming U.S. Open at Erin Hills, available to be viewed on FOX Sports, FS1 and FOX Sports Go.

• Coordination with Miller Park staff• Miller Park concession and security workers• Brewers players and coordination with their

team• Coordination with MLB• 10,000 sleeves of golf balls• Coordinationwith the city surrounding the stadi-

um• Coordination to comply with fire and medical

codes/regulations• All players are entered to win tickets to the 2018

U.S. Open in Shinnecock Hills. Winners will be announced during FOX’s coverage of the 2017 U.S. Open at Erin Hills

Details

• Mini Golf x3 locations in the concourse (closer to each base)

-5 holes of mini golf with Brewer related obstacles including Bernie Brewer, hot dog obstacles and aiming around a baseball bat - Minimum of 5 golf clubs• Chipping Game - artificial turf mats to hit off of

(to prevent damage to the palying field), flags in the outfield to chip towards

• Putting x2 locations in the concourse - 12 feet of turf - 2 putters - Holes at the end of turf to aim into• Driving - artificial turf mats to hit off of (to

prevent damage to the field), large kettles in the outfield that participants drive their ball into it, they can win a $50 gift card or free tickets to the 2017 U.S. Open

U.S. Open Event in FOX Tent Area

• Green screen photo opportunity in the tent with your favorite golf star or on one of the holes.• Users will have the opportunity to input their email, have the photo sent to them and post it on their

social channels.

Sample Green Screen tent set up for U.S. Open FOX Tent area.

Pre- Father’s Day PARty

• Since the U.S. Open is during Father’s Day weekend, we will host a pre-father’s day event for millen-nials or kids to attend with their dads.

• The event will be a sports filled day located at The BOG Golf Course in Saukville WI, less than an hour from Erin Hills, and ranked as a Top 5 Arnold Palmer golf course.

• Fathers and their kids can buy a ticket that will include unlimited food and drinks for the day and participate in a two hour golf demo and seminar. Essentially, this lesson will be a “Golf for Dummies” type of lesson including a crash course on golf rules, layouts and techniques taught by the pros.

• Following the two hour lesson, Father’s and their children will be invited to stay and watch games occurring that day on FOX Sports channels.

• All attendees will be entered for a chance to win tickets to the final day of the U.S. Open on Sunday, June 18th. Winners will be announced only on FS1 and the FOX Sports Go application on June 15th, the first day of the U.S. Open. This encourages viewership of the earlier days of the U.S. Open, since attendees of this event must watch the first day in order to find out if they won tickets to the coveted final day.

• This will target millennials, golf enthusiasts and avid sports fans, while also bringing families togeth-er for a fun-filled day of golf and sports. This aligns with our big idea because it creates a viewing PARty and allows Father’s and their children to socialize together. While we know FOX has had viewing parties in the past this is a unique element surrounding the holiday and encouraging new

people to learn golf in a fun and social setting.

Other Events

Yoga with the Stars

• To generate awareness of the mindfulness and health aspect of golf amongst millennials, we will host a yoga class on a golf course, otherwise known as a “yoga party,” and utilize the hashtag #yogaPARty. This class will occur in the evening as the sun is setting over the golf course.

- According to the Wall Street Journal, the way that golf clubs are appealing to new members, including millennials by expanding fitness facilities to include yoga, pilates and other fitness opportunities. - Both yoga and pilates align with the mindfulness of golf. In order to reach college students and millennials, we believe it is important to show them how golf is relatable to their generation. Studies have found that golf has physical and mental benefits for people of all ages including improving their mental health, similar to yoga. Since the yoga industry is dominated by millennials and the art of mindfulness is a key element in yoga as well.• People will have the opportunity to sign up to attend this yoga class where they can participate in yoga

with select golf professionals. - For example, Jason Day is a fan of Yoga, so he would be a useful golf professional to use.• Prior to the yoga class, taught by certified yoga professionals, the golfer will give a brief talk about

how golf has helped their mindfulness and overall well-being. - Yoga and health and fitness celebrities and influencers will be invited to attend. - We will partner with specific influencers in this market, to promote the event.

This event gives us the opportunity to not only work with the golfers and show millennials a new side of golf, it also gives us the chance to work with health and fitness influencers to invite them to the event.

Work with Influencers: • Influencers can promote this event on their social channels, showing that they will be there and en-

couraging their followers to attend.• One example of this hashtag if Jason Day attends the event could be #namasDAY• This event will raise awareness about golf and the U.S. Open among millennials encouraging view-

ership as well and aligns with our big idea of bringing people together by combining many aspects

millennials are interested in and showing them how golf relates to it.• This event is also able to be duplicated in multiple RSNs at their local golf courses to show millenni-

als across the country about golf and why they should be watching it.• This event will successfully target millennials since the majority of millennials are looking for new

healthy ways to stay fit. This unique Yoga class does just that. It also shows millennials a little more about golf that they may not have known in the first place. It aligns with our big idea because it cre-ates a social setting for millennials to talk about and learn about golf and can be activated on social media as well.

• Event contest opportunity: Each attendee that posts a picture to Instagram, tags @USGA and @FOX-SPORTS and uses a provided hashtag will be entered for a chance to win tickets to the U.S. Open

Sample regram from Alex Silver-Fagan, an influencer for Yoga with the Stars.

Building off of their current golf simulator at previous U.S. Open’s, we would host an event with American Express for a tournament using the simulator.

Anyone in attendance can golf the same courses as the pros, virtually, and whoev-er does the best receives $1,000 from American Express. Winners will be an-nounced only on FOX during the U.S. Open.

Sponsorships

A company representative will appear on FOX on the first day of the U.S. Open to didscuss how golf can be used in the business industry, for networking. This information will be promoted on all of FOX’s social channels.

Additionally, a booth will be set up at the U.S. Open to pro-vide advice on how to develop your business or personal life while utilizing golf.

LEXUS will provide a ride service similar to UberLEXUS, which they have done in the past for the U.S. Open, giving people within the area of Erin Hills a ride to the U.S. Open. In other areas, viewers can have the option to use UberLEXUS to pre-announced locations within each state for a viewing PARty of the U.S. Open on FOX Sports. THis will allow poeple to come together to veiew the U.S. Open, even if they are unable to travel to Wisconsin.

Raffle or sweepstakes at the U.S. Open will have a chance to win a free LEXUS vehicle. Enter to win one right after the event and one winner that will be drawn in six months.

IBM will work with Snapchat to create an interactive filter that turns your face into whoever is ahead in the tournament. The filter will also display the golfer’s score and have the FOX Sports logo on it.

In addition, there will also be a U.S. Open Snapchat story that users can send snapchats in to.

Enter to win a custom Rolex at the U.S. Open by guessing what spe-cific time a certain golfer will complete a specified hole.

You must submit your guess on the FOX Sports Go App and then watch it online or in person to see how close your guess was to the actual time.

Contests/SweepstakesFOXSportsGO Check-In

FOXSports will throw you a party with a surprise sports celebrity for the person that checks in the most during the live streaming. During the live stream on the FOXSportsGO application, when there are com-mercials, a page will appear (only during certain commercials) with an embedded link that users can click on marking that they are checking it. Once processed, it will then return them to the regular streaming page.

Entrants that check-in the most will win a FOXSports PARty with a surprise sports celebrity.

#showusyourPARtyOur Show us your PARty contest will encourage people from around the country to tune-in and watch the U.S. Open. In order to enter the contest, groups of friends will need to post a photo of all of them viewing the U.S. Open together. This photo can be sent out on Instagram and the winner will be selected random-ly. Each person’s post on Instagram will be another entry to this sweepstakes, meaning groups can submit their photos on multiple different people’s social media platforms to be entered more than once.

To be entered, each entrant must tag @FOXSPORTS and @USGA in addition to hashtagging #showusy-ourPARty. Winners will receive $1,000

This will generate social conversation and media coverage because it has the potential to generate nation-wide viral attention. This ties to our overall big idea of golf being social and bringing people together by showing how distance does not keep people from enjoying the golf tournament together. It also highly targets millennials becuase it is all social media based.

Sample Instagram post promoting this contest.

The First TeeThis international organization has many branches in Wisconsin.It introduces golf and the values to young people. By workingwith the first tee, it encourages children ages 5-18 to learn aboutgolf. Working with The First Tee aligns with our big idea ofbringing people together for a PARty because it encourages morepeople to learn about golf.

Fox Sports can bring children that are part of The First Tee program to the Brewer’s Golf Day event as well, to encourage these children to play golf games and learn about the U.S. Open. This is feasible as there are branches of this organization near Milwaukee. The First Tee allows FOX to work with an organi-zation that the USGA already aligns with.

Draft KingsFOX and DraftKings will partner for a daily fantasygolf game throughout the U.S. Open. There would be apromo code from FOX that would give players a freeentry or a discounted entry to increase participation.This would be targeting millennials, golf enthusiasts and avid sports fans. Millennial men, in particular are likely to play fantasy sports (Simmons OneView index of 259). DraftKings would gain new users to its services. Playing daily fantasy would also drive traffic to FOX’s coverage of the U.S. Open to see how their lineup is doing.

This aligns with our big idea because people often play fantasy sports together with friends and family, and also watch the event together while keeping track of their lineups.

Travel WisconsinTravel Wisconsin will have tune-in PARties in the area that will include local Milwaukee restaurants, goods and more. All viewing parties will be airing FOX throughout the day. This aligns with our big idea because it provides theopportunity for people to come togehter for a viewing

PARty, travel together and watch the U.S. Open together.

PR Alliances

Boys & Girls Club of the Greater Miluwakee AreaFOX will work with the Boys and Girls Club of the Greater Milwaukee area. FOX will bring the chil-dren to the Brewers Golf Day event. At this event, kids will have access to the Brewers via a private meet and greet. We will provide free transportation, meals, and a T-Shirt, making the day a full event with fun, games and good company. This idea works with our overall plan as it is bringing more people together that may not have the means to have the opportunity to do so. In addition, to target millennials, people can bring gently used sports equipment to this event or other drop off locations, to be donated to the Boys and Girls Club. Upon donation, they will receive a coupon to purchase from an exclusive line of sportswear on the USGA website. This line of sportswear will be co-branded and created with the USGA and FOX logo. This is targeting millennials as research shows they love exclusivity and due to their love of health and fitness, they will be interested in a wide range of sportswear.

Charity Tie-In

Social Media

FOX Sports

Current Analysis

Social Media Used:● Facebook-8,996,586 people like this page● Instagram- 598K followers● Twitter- 1.7M followers● YouTube- 343,527 subscribers

Current Roles of Social Media:● Sharing current sports news and events● Sharing content that links directly back to FOX Sports as well as their regional networks and FS1 (Undisputed)● Promoting content that they produce through their television shows (Undisputed) and website. Through tweets and short content they break news and tell stories.

Content by Medium:● Facebook: FOX generall posts 3-4 times per hour on Facebook. Most commonly, these are links back to the FOXSports website or FS1 video clips. Users engage with the content FOX posts with Face-book likes and reactions, as well as comments and additionalshares

● Twitter: FOX tweets 1-3 times per hour depending on the news and content. They retweet things from RSNs and other networks, mainly FS1. The tweets typically include gifs, pictures, videos, links and multimedia to supplement the content.

● Instagram: Fox posts pictures of curent, newsworthy events or moment with captions de-scribing them. The amount of posts per day range from 3-7 depending on the day. For example, there were 9 posts on the day that all the final four teams were decided

● YouTube: FOX Sports posts multiple videos to YouTube a day. The videos feature short seg-ments from the television shows that air on FOX. Some of these include, Undisputed on FS1, UFC on FOX and Speak for Yourself on FS1.

See Appendix for additional examples of each post in this section.

Social Media Used:● Twitter: 30.8 million followers● Facebook: More than 15 million page likes● YouTube: 1,655,240 subscribers● Instagram: 7.3 million followers

Current Roles of Social Media:● Sharing sports news and ESPN coverage of sports events● Share content that links directly back to the ESPN website● ESPN currently uses social media to pro-mote content that they produce through their televi-sion programs and website. Their posts include brief previews of content or short snippets of news and current events in the sports world.

Content by Medium:● Twitter: ESPN sends tweets on a variety of sports news, sports culture and sports history. They have a diversified feed of photos, videos, gifs, and links. Their tweets typically include one of these forms of media along with a short written tweet to go along with it. ESPN’s twitter feed also features retweets from ESPN related accounts, such as the accounts for ESPN College BBall and Sports Cen-ter. According to Tweet Reach, the number of ESPN accounts reached as well as the amount of impres-sions exceeds over 2 million.

ESPN80/20 Content Rule:FOX Sports does not meet the 80/20 rule. Much like ESPN, people follow FOX Sports for its coverage of a wide-variety of sports, which FOX Sports does quite well. However, most of its content is about FOX Sports’ coverage and redirects to its website. The company also promotes its TV shows, such as UNDISPUTED and Speak for Yourself quite a bit on its social media platforms.

Engagement:According to websta.me and Tweet Reach, FOX Sports has a low engagement rate on Instagram and Twitter. FOX Sports mainly uses its social media platforms to share and promote its content and link back to its website. It does not generally engage with its followers, but rather serves as a platform for users to engage with each other in the comment sections. The main engagement is when followers like, com-ment, share or retweet FOX Sports content.

Brand Voice:FOX Sports has a professional tone on its social media accounts. It tends to resemble a legitimate news media source, with the more “fun, relaxed” tone coming from FOX Sports’ specific social media channels (i.e., Speak for Yourself).

Key Takeaways:What they are doing well - FOX Sports provides a lot of diversified content throughout the day on all of its social media platforms, while also promoting its own content (tv shows, articles, etc.).

What they can improve on - FOX Sports has con-siderably fewer followers on its social media chan-nels than rival ESPN. FOX Sports overall has a low engagement rate with its followers.

● Facebook: The most frequent type of con-tent ESPN posts on Facebook are links.ESPN posts frequently, with about 3 posts per hour or every few hours. Users engage with the content ESPN posts with Facebook likes and reactions, as well as comments and additional shares. According to Zoomsphere, the following chart depicts the num-ber of posts per day by the ESPN Facebook page. Recently, ESPN has also used Facebook Live.

● YouTube: ESPN posts multiple videos to ESPN on a daily basis. The videos feature short seg-ments from the television shows that air on ESPN. These include the shows Sports Center, SC6, and First Take

● Instagram: They frequently post similar ways with a mix of photos and videos, around 15 posts per day. According to Websta.me, ESPN’s recent posts have a low engagemnet rate with a percentage rate of less than a quarter.

80/20 Content Rule:ESPN does meet the 80/20 rule; however, often times the posts are things related to ESPN. The type of content ESPN shares includes information their audience is gen-erally interested in, such as a variety of different sports coverage. Most of their content, however, is related to ESPN coverage of the event, and their posts include links for website pages or tags to other social media pages that fall under the ESPN corporate umbrella, such as Sports Center.

Engagement:ESPN does not typically engage directly with their followers on social media, but, the comments used by their followers also do not typically require a response. Followers of the ESPN social media pages will engage with the content through the use of shares and likes.

Brand Voice:The brand voice of ESPN is consistent across all chen-nels. The type of posts on each medium follow a coherent brand image and voice as well as a similar posting sched-ule. Although their social media channels display differ-ent types of content, they produce only slight variations but still make each page unique.

Key Takeaways:What they are doing well - ESPN is doing a great job of driving users back to their main website with the con-tent they share. The brand voice of ESPN across all their forms of social media is very consistent.

What they can improve on - ESPN can improve on the variety on their social media channels. ESPN can also improve on connecting with their audience more. Across all their social media channels they hardly ever directly engage with their followers.

Summerfest is one of the US Open’s biggest com-petitors because they attract the same audience the US Open is trying to gain. Summerfest is a two-week long music festival that attracts millennials, the same millennials the U.S. Open and FOX is trying to attract. Additionally, Summerfest runs the weeks following the U.S. Open and also takes place in Milwaukee. This could lead to millennials deciding to use their money and free time to attend Summerfest rather than the U.S. Open.

Social Media Used:● Facebook: 298,673 people like this page● Twitter: 127K followers● Instagram: 11.8K followers● YouTube: 2,297 subscribers● Snapchat: number of followers is unknown

Current Roles of Social Media:● Sharing this year’s Summerfest lineup ● Selling general admission tickets, as well as tickets to the headliners● Giving away free tickets to the event through contests● Promoting their performers and food/bever-age vendors● Plays a key role in building buzz around the event and increasing awareness/excitement for the week-long festival directly to their target (which other forms of communication cannot do)

SummerfestContent by Medium:● Facebook: Summerfest posts 1-3 times a day, occasionally skipping a few days, depending on when artists are announced. Their most common posts include links for people to buy tickets or are promoting music from the artists that are going to be performing. They use Facebook as a countdown for the event and post pictures from last year to build excitement. Lastly, Facebook links back to Summerfest’s blog to promote job postings.

● Twitter: Twitter is mainly used to promote ticket sales and upcoming performances. One thing Twitter can do that other social medias cannot is retweet their sponsors, fans and performers to in-crease buzz and awareness. Also a lot of their tweets are replies to people asking questions about ticket sales and performances. Lastly, Twitter promotes contests for chances to win free tickets.

● Instagram: Instagram is used to promote the same content as Facebook and Twitter, but in a very visual way (for example: pictures of the band performing that was just released as a headliner). It is also used to get their audience excited about the event through using photos of beer, food, fans at concerts, popular Milwaukee landmarks, etc.

● YouTube: YouTube is used mainly for two functions: to share question and answer sessions and to post a live video blog as well as to show footage from last year’s Summerfest.

● Snapchat: Summerfest’s Snapchat page is harder to gauge data on because it is strictly mobile. Since adding Snapchat they have not posted any stories. This leads us to believe that a lot of Sum-merfest’s Snapchat usage will be mainly used the week leading up to the event showcasing the set-up, during the event to show backstage action and video footage of the concerts and through using geotags and filters to help those at Summerfest feel more engaged.

80/20 Content Rule:Summerfest does a great job of following the 80/20 rule, with the majority of their social media con-tent containing information their audience cares about and the minority being about Summerfest itself. There are a few posts about job openings at Summerfest and the history of Summerfest, but the rest of the social media posts are about information containing ticket sales, performers, foods, drinks and festivities available to Summerfest attendees and answering questions and concerns their audi-ence may have.

Engagement:Summerfest has high engagement with their fans on all social media platforms, but mainly on Twitter and Facebook. Summerfest replies to their consum-er’s questions in a timely manner on both Facebook posts and tweets. They are helpful and polite when replying and most of the content they respond to is about ticket sales, upcoming release dates and

problems with promo codes. They also engage their audience on Twitter through re-tweets and on Ins-tagram through posting photos of those who attend Summerfest. According to TweetReach, the #sum-merfest50 has reached over 170,000 accounts and over 300,000 impressions. This is a hashtag used in almost all of their tweets and instagram posts and is a good way to track how many people are seeing and interacting with Summerfest this year.

Brand Vocie:The overall brand voice is very friendly, helpful and personable. Their social media posts and replies sound like they are coming directly from an actu-al person who is trying to help everyone get their questions answered and get excited for this year’s Summerfest.

Key Takeaways:Summerfest is doing a good job running their social media accounts. Each account is linked to Summer-fest’s website’s homepage making them easy to find. Additionally, each account is active on a regular basis and posts relevant content. Summerfest does a great job engaging with their audience and uses a consis-tent brand voice of excitement and friendliness. FOX can learn from Summerfest’s social media usage in how to generate pre-event buzz. By releasing head-liners one at a time and using Instagram to feature mouth watering food and beverages, it is impossible to not want to be a part of the action at Summerfest 2017.

Social Media Used:● Facebook, Instagram, Twitter and YouTube

Current Role of Social Media:● Social media allows Erin Hills to not only promote the upcoming U.S. Open for them, but it allows them to share pictures and scenic images of the landscape. Especially on Facebook, Erin Hills is optimizing the amount of promotions that they are putting out, to talk about the many amazing things about their golf course. In addition, they are pushing out content regarding the U.S. Open in a major way. They share all articles that are written about them and are sharing lots of pictures of USGA promo-tions.● One thing that their social media does well is that it allows them to cross promote with the USGA and U.S. Open. This is something vital to take advantage of in order to reach a larger audi-ence. This is not feasible through other forms of communication

Content by Medium:● Facebook: Facebook is used to share con-tent written abuot Erin Hills and the U.S. Open. Most recently they have also used Facebook to promote lodging availabilities on the course, by showing images and talking about the many oppor-tunities there. Also, they write ways that the lodg-ing can be used. They host fun guessing games on Facebook showing images of holes, asking users to guess which hole it is.

Erin Hills● Twitter: Lately, @ErinHillsGolf has mostly been used to interact with other people and promote the U.S. Open. They regularly retweet others’ posts including anything pertaining to the U.S. Open and other articles that are written about them. As evident through Tweet Reach, their ex-posure and reach is extensive, especially for a golf course. Their interaction and engagement with other users is very beneficial. Many of their tweets get likes and favorites as well, showing that their followers are in return, engaging with them.

● Instagram: The ErinHillsGolf Instagram is all about showcasing their scenic holes and lodging. While recently they have been posting a few posts promoting the U.S. Open, the main use of Instagram for Erin Hills is to show the beau-ty of the golf course and amenities. Most posts receive a little under 200 likes, sometimes a little more. According to Websta.me, they have a high engagement rate.

● YouTube: Erin Hills currently only has 3 subscribers on YouTube and have only posted one video, 9 months ago. There is a lot of opportunity for improvement here.

80/20 Content Rule:On Instagram, they follow the 80/20 rule. It is clear that most of their followers are interested in the beauty of the golf course so that is what they post about. However, on Facebook and Twitter, they do not follow this rule. On Twitter the ma-jority of the posts are about FOX/the U.S. Open/USGA. On Facebook, it appears about even when examining how much they discuss the U.S. Open as opposed to regular content.

Engagement:According to websta.me and Tweet Reach, on both Instagram and Twitter, Erin Hills is engaging with their followers. Generally, this is when content is pertaining to the U.S. Open, especially on Twitter as they retweet many posts that other people are

posting. Additionally, they are receiving likes/favor-ites by many followers on both channels showing that their followers are interested in their content. Overall, their engagement rate is high, but could be even higher by running some sort of promotion, or game within their social channels. While on Face-book especially, they regularly ask questions, there is no incentive for viewers to respond. If there was more of an incentive, they would be more likely to engage back and forth.

Brand Voice:Overall, their brand voice is very professional. They strive to promote the beauty and landscape that Erin Hills has to offer. They mainly focus their voice on highlighting these aspects and are very much fo-cused on the nature aspect.

Key Takeaways:Erin Hills is running a decent social media cam-paign. Their Twitter and Instagram accounts are very interactive and they maintain brand voice. That being said, their Facebook could be more interactive by incentivizing people to guess the answers to their questions. As far as their YouTube is concerned, there are many opportunities for improvement. They currently do not post to YouTube except for one video in the past. There are many different golf re-lated videos or landscape shots that they could share and in turn cross promote on their other platforms, driving more traffic to their YouTube channel. For example, they could post the timelapse video of the course through the winter that is on Facebook, to YouTube.

Social Media Used:● Facebook, Instagram, Twitter and YouTube

Current Role of Social Media:The USGA-run U.S. Open Championship social media accounts focus on sharing past historic mo-ments in golf and the U.S. Open Championship in specific, while still building hype and excitement for the coming tournament.

The role of their social media is evident through their posts that highlight the history of golf and help keep golfers and fans engaged all year round. As the championship tournament date draws closer, posts start to focus more on the tournament itself and the excitement surrounding it. Posts now are starting to be more centered around the 2017 championship tournament itself.

Content by Medium:● Facebook: The U.S. Open’s Facebook account posts roughly every three to four days. It is a mix of posts about past U.S. Open’s and the history of golf and its players and current day golf. Additionally, they include posts about Erin Hills, such aspromo videos and the results of current golf happenings such as players and match ups. The also have recently used promotional videos with Chica-go Blackhawks and the Milwaukee Bucks to draw regional attention to the tournament.

● Twitter: On Twitter, they use a combination of things posted on their Facebook and Instagram. There has been little to no content made especial-ly for Twitter. They also retweet from USGA, the Brewers and Bucks about te U.S. Open.

● Instagram: Posts include different content than the facebook page, with little overlap. There is roughly one post a week regarding a mix of golf history and current golf happenings

U.S. Open Championship

● YouTube: A section of the USGA’s You-Tube channel is devoted to U.S. Open coverage. Videos include tournament highlights and informa-tion about the U.S. Open.

80/20 Content Rule:The U.S. Open Championship social media ac-counts follow the 80/20 rule of thumb with variation in their posts, not just about the tournament but the game of golf in general. They also add into the golf mixture an occasional post about a holiday or event that pertains to golf and keeps things interesting, such as the fans on St. Patrick’s Day.

Engagement:The U.S. Open social pages don’t engage with fans on Instagram, Facebook or Twitter.

Brand Voice:The brand voice is pretty consistent among all chan-nels. Historical and informative but also relevant.

Key Takeaways:What they do well - The USGA-run U.S. Open social accounts are doing a good job of posting regularly on Facebook, Instagram and Twitter and getting a decent amount of fan engagement on all three channels.

The posts are relevant to fans and also on track with holidays and happenings in the golf world so as to not keep posting the same content all the time.

Ways they can improve - They could improve on engaging with fans by responding to comments and perhaps engaging in more giveaways or sweepstakes on their social channels. They could also try engag-ing with fans more on Twitter and crafting more content specifically for Twitter.

Overall, our main social media goal is to target millennials on their social networks so that they believe that other people they want to be around are watching the U.S. Open. Based on research about millenni-als, this is a key element in getting people to come together to do things. This aligns with our Big Idea of bringing people together since millennials will view these posts and assume that others in their network are partaking in this and they will in turn, want to be a part of it with those others as well. This brings peo-ple together and leverages the social aspect of golf.

The following are our specific goals per platform:Overall, we will leverage social influencers on all social channels, promoting our events and the U.S. Open, in relation to our contest.

Facebook: Use Facebook to showcase our viral video. More than half of the US adults ages 18-20 watch mobile video on Facebook.99

Twitter: Use Twitter to promote various aspects of golf, leverage influencers and live-tweet our various events that will be run leading up to the U.S. Open. Since Twitter is successful for real-time events this will be very useful.

Snapchat: Snapchat will be used as our “fun” platform. Through the use of filters, geotags and a personalized Snapchat story, Snapchat will allow those attending or watching the event to capture their experience, as well as entertain those following the event via mobile.

Instagram: Since half of Instagram users follow and engage with brands, we plan to use Instagram to work with partners and other influencers.100 All of our posts on Instagram will align with our hashtag #showusyourPARty to keep consistent and have a theme amongst our posts. This allows us to curate content under this hashtag. Our main contest will be largely based on Instagram as well, as a call to action for viewers.

Overall, social media can target millennials in a more organic way than other PR tactics can. Millennials, our primary audience, are already engaged on social media. While most millennials use social media on a regular basis, according to an RBC Capital Markets survey, the amount to which they use each network varies based on the latest capabilities of the application.101 Social media allows us the opportunity to reach millennials on platforms that we already know they are using regularly. Unlike media relations or other PR tactics, social media promotions and posts often appear to be organic on a user’s feed.

Since the overall primary audience is millennials, Peter and Grace Fox exemplify the average millennial that we will be targeting on social media.

Primary Audience: MillennialsPersona: Peter Fox and Grace Fox

Age: 24Social Media Behaviors:

● Both own an iPhone and regularly use the internet on their iPhone● They have Snapchat, Facebook and Instagram on their iPhones and have recently used all

three.● They both follow brands and regularly respond or are motivated by campaigns associated

with a cause● They regularly exercise. Peter is a member of a soccer team and Grace regularly attends Yoga

classes. ● They find out about most of their local events through posts on social media, and often times

share information about these events

What motivates them? What do they value? ● Peter and Grace are motivated by being a part of an experience. They value connecting

with friends and other sports fans over a commonality.

With the advancement of social media, word-of-mouth has amplified the spread of new products. Even more so, this is true especially in in the “growing ‘millennial’ […]demographic,”.102 Influencer marketing is a type of marketing that “identifies and targets individuals with influence over potential buyers.” Therefore, it is important to use social influencers in our PR plan in order to target our primary audience, millennials, so that they are hearing about the U.S. Open in an organic way.

These social influencers will be used in a variety of ways. Primarily, they will be posting to promote the pre-U.S. Open events as well as our contests/sweepstakes leading up to the U.S. Open. In doing so, this allows FOX Sports to leverage the followers of these influencers, who may not be following FOX Sports on their social accounts. It is our hope that these influencers will attend the events as well, encouraging others to attend, especially when they announce that they are attending on their social channels.

While we may not use all of these social influencers, below are some recommendations of influencers that may be beneficial to use, depending on access that FOX Sports has.

Audience

Social Influencers

Bucky Badger● Bucky is the UW-Madison mascot. He has a

great personality and is loved by Wisconsin millennials. Bucky will be a key social influencer, not just for millennials, but also Wisconsin residents. All millennials who grew up in Wisconsin are passionate about Bucky, as well as current and former UW students.

● Rationale for Fox to leverage Bucky as a social influencer:

○ Bucky is a respected and loved mascot.○ He is relevant in the sports industry. He

is known to support causes and major events.

○ 29.4K people follow the official Twitter account103.

○ According to Mintel, of 999 people ages 18 and up, 89% of people, both golfers and non-golfers, are interested in golf as a social activity104.

○ Bucky is considered sociable. He is relevant to the above Mintel data as he represents family, friends and fun.

● We can best reach Bucky by: Using the event page to “Get Bucky at your event”

https://kb.wisc.edu/page.php?id=23346

Jabari Parker● A forward for the Milwaukee Bucks

basketball team, Jabari Parker is a well known player both in Wisconsin and to avid basketball fans.

● Rationale for FOX to leverage Jabari Parker as a social influencer:

○ He already has ties to golf since his second cousin is golfer Tony Finau, a player in the 2015 U.S. Open.105Additionally, each year the Bucks host a golf tournament to raise money for the Cystic Fibrosis Foundation, giving patrons the “opportunity to golf with the Bucks coaches and players.”106

○ Through social media monitoring, it is clear that Parker engages with his followers on both Instagram and Twitter. He receives a few thousand likes and at least 100 comments on most of his Instagram posts

○ By leveraging Parker as an influencer, we are able to reach both avid sports fans and residents, two of our overall audiences.

● We can best reach Jabari Parker by: Contacting his agent Charles Tucker.

Prince Fielder● Prince Fielder is a retired first baseman. He

was originally drafted by the Milwaukee Brewers as a first round pick in 2002.107 Following his time with the Brewers, he was traded to the Texas Rangers. Fielder was a major home run hitter during his time in the MLB. He is also the son of Cecil Fielder, a former first baseman and World Series Champion. With 98.6k followers on Instagram, he regularly posts pictures of his latest happenings.

● Rationale for FOX to leverage Prince Fielder as a social influencer:

○ Prince Fielder is a reputable sports player that allows us to target both avid sports fans across the country and Wisconsin residents.

○ As the son of another well-known baseball player, we have the opportunity to reach both Prince and Cecil Fielder’s fans.

○ Prince Fielder is very active on his Instagram, with a Klout score of 53. This is considered to be a Klout score on the higher end.108

○ While Prince Fielder may not be the most easy contact for FOX Sports, he has a very large social following and is very active on social media, so if possible he may be a good influencer to leverage.

● We can best reach Prince Fielder by: Direct messaging him on his Instagram account in

Prince Fielder

Khris Middleton● A player on the Bucks who is a shooting

guard and a small forward. He is very well known and originally from Charleston, South Carolina. He has 55.9k followers on Instagram and 19.1k followers on Twitter

● Rationale for FOX to leverage Khris Middleton as a social influencer:

○ Middleton has posted several photos of himself golfing or on a golf course, clearly showing ties to the golf industry.

○ Khris Middleton’s large following on social media will allow us to reach a wide range of people on both Instagram and Twitter. Through social media monitoring, it is clear that he posts regularly and will be able to get the word out.

● We can best reach Khris Middleton by: Contacting his agent Michael Lindeman

Khris Middleton

○ Email or directly through Facebook● Alex graduated from New York University

and has immersed herself into the fitness industry. “She is an Athlete, Trainer, Creator, Personality, Model, Instructor and Speaker.”111 Her passion for fitness has led her to a variety of trainings “including but not limited to powerlifting, strength training, Olympic lifting, CrossFit, running, rowing, yoga, etc.”112 Alex has been featured in Shape, Refinery29, Women’s Health, SELF and more. She has also been a face for Nike. She aims to help people connect their body and mind. Alex has her own website at alexsilverfagan.com and maintains 62.3k followers on Instagram and 2.3k followers on Twitter. She also recently published an e-book.

● Rationale for FOX to leverage Alex Silver-Fagan as a social influencer:

■ Alex uses a variety of fitness opportunities to connect the mind and body. Since her website states that she has done so many different trainings, it is likely that she will be open to another type of sport to combine body and mind, golf.■ With so many followers, a website and an E-Book Alex has a very large reach on multiple platforms that can be leveraged.■ As a fitness and yoga influencer, Alex likely reaches many millennials. By utilizing her different platforms to promote the U.S. Open, any posts could easily be authentic to Alex’s brand while still promoting FOX Sports and the U.S. Open to her millennial followers as well as any other followers.■ She could also fit in nicely with our Yoga with the Stars event that we are planning to run.● We can best reach Alex Silver-Fagan by:

Using the contact form on her website at http://www.alexsilverfagan.com/contact/.

order to contact him directly.● Eddie Wajda is a sophomore on the golf team

at the University of Wisconsin-Madison. He is originally from Brookfield, Wisconsin and attended a high school 20 minutes from Milwaukee, Wisconsin and Erin Hills.109 He is a very skilled athlete who is most well known for his hole in one last year that went viral on Sports Center, BTN and CBS Sports Twitter accounts.110

● Rationale for FOX to leverage Eddie Wajda III as a social influencer:

○ He is an athlete and millennial who can speak directly to and for that millennial audience.

○ He is also from a suburb outside of Milwaukee giving him insight to Erin Hills and the surrounding areas.

● We Can Best Reach Eddie Wajda III by:

Alex Silver-FaganEddie Wajda III

Milwaukee Brewers

● After playing basketball for four years at the University of Wisconsin and setting numerous records, Kaminsky has become a household name for any UW student. He took the Badgers to the Final Four in 2014 and 2015 and was also named the Big Ten Tournament MVP and national college player of the year in 2015.113 In June of 2015, Kaminsky was drafted to the Charlotte Hornets. With 203k followers on Instagram, many of those followers being Badgers themselves, Kaminsky regularly posts pictures of his work and social life.

● Rationale for FOX to leverage Kaminsky:○ Frank Kaminsky is a useful influencer

to reach local college students and millennials. By using Kaminsky as an influencer, many UW students will be reached, encouraging them to view and attend the event. With a Klout score of 68, showing that his influence is very high.

○ Frank Kaminsky has been talked about in the golf world already. In 2015, many pictures surfaced of Kaminsky getting fitted for Callaway golf clubs since he needed custom clubs at nearly 7 feet tall.114

○ Not only does Kaminsky allow us to target college students, but as an NBA player now, he will also reach avid sports fans, two of our key target markets.

○ We can best reach this influencer by: using the contact form on his website

○ http://frankkaminsky44.com/contact/.

Frank Kaminsky● Official account of the Milwaukee Brewers

baseball team.● Rationale for leveraging this social

influencer is:○ Has over 224K Instagram followers○ Wisconsin’s major league team,

who also has a relationship with FOX through their RSN.

Additional Influencer Opportunities

Paige Spiranac:Spiranac is a rising golf talent and personality. She is 23 years old and is growing in the women’s professional golf realm. She is a golfer and sport fitness enthusiast who has a grasp on how to use social media accounts to make her message heard. She is very passionate about getting more women involved in golf. She has a wide reach with 913K on Instagram and 112K on TWitter. Her influence spans to not only regional Wisconsin college students, but millennials from all over the country.

Michelle Wie:Wie is a professional golfer and creator of a travel and lifestyle blog called “Four Sea-sons Big”. The content on this blog includes adverentures in the world of golf, lifestyle content, food, fitness and fashion. She has a huge reach with 213K instagram followers and a KLOUT score of 80. Her niche brand image that encompasses all things golf, and especially women in golf and sports, is seen in the content she posts across all platforms, from Instagram photos to personal blog posts.

Content Calendar

Notes about the social content calendar:● We understand that a lot of these posts are about local events and that some of the content needs

to be more broad about golf and the U.S. Open. This calendar is only highlighting the big events, people and topics that are happening that week BUT the plan is to send out one or two photos/posts each week teasing Erin Hills and the U.S. Open to keep non-residents interested and increase the likelihood people will tune into the event.

● Additionally, all of these events can take place nationwide and can pertain to all states so FOX can be posting about them in more areas than just Wisconsin.

● Lastly, all of these posts will encourage our audiences to respond/engage with us by using the #showusyourPARty.

○ For example, when we tweet about the Brewers Golf Day it will end with something like “if you are at the event don’t forget to tweet at us and #showusyourPARty for a chance to win”

○ Another example would be during the week of the U.S. Open sending out tweets that say “If you are not at the tournament you can still feel involved! Show us how you are watching and #showusyourPARty

● FOX Sports uses video in a more social media oriented way. We plan to distribute short video clips (15-30 seconds) throughout all forms of social media. Video will be funny, entertaining and provide quick insight to the “show us your PARty” theme.

● Video Concept One: Brewers baseball viewing parties being crashed by famous athletes. If you “show us your party” on social media you stand the chance of having an athlete crash your party (for example: Bucks players). The first viral video will show parities that have already been crashed prompting people to use #showusyourPARty. The video will start with the athlete playing their sport (hitting the golf ball, hitting a baseball or shooting a basketball) and then when the ball goes farther than they expect it to, they run to get and run into the viewing party.

● Video Concept Two: inspiring video promoting the U.S. Open. This video will show clips of Erin Hills and the heritage of Wisconsin, as well as the history of the USGA and last years highlights. The purpose will be for the video to get viewers excited for the event by showing underdogs, unexpected trick shots and the overall rich heritage of this golf event.

Social Media TacticsVideo

U.S. Open Hype VIdeo

Sweepstakes Winners Viral Video

Paid Digital Activations

Instagram:We plan to promote our Pre-Father’s Day Golf event at the Bog Golf Course, less than an hour from Erin Hills, on Instagram to reach millennials, golf fans and avid sports fans. Instagram tends to be a popular social media platform amongst mil-lennials, making it an effective tool to inform them about the event. The paid post will strive to reach golf fans and millennials in particular and increase resident attendance at the event.

Can you think of a better way to spend Father’s Day than out on the course? And not just any course. The course of the 2017 U.S. Open. #ShowUsYourPARty #Father’sDay #ErinHills #USOpen

FOXSPORTS

SnapchatGeofilter:A geofilter on Snapchat can be issued in a limited radius for a limited time span, making it affordable and practical, as opposed to an interactive face filter. The geofilter will appear at the beginning the U.S. Open and last all the way through the follow-ing Sunday. It will reach a five mile radius around Erin Hills and allow fans at the event to display on Snapchat where they are and that FOX is sponsor-ing the event.

2017 U.S. Open Erin Hills

Facebook:FOX Sports Brewers Golf Day will be promoted through a paid post on Facebook to reach our targets of Wisconsin residents, sports fans and families. Older audiences with children are more likely to be active on Facebook than Instagram so a Facebook paid post will reach more of our targeted audience. Wisconsin residents who live near the stadium will be targeted on Facebook to promote hype around the event.

Fox Sports

Don’t miss Brewers Golf Day on May 12th with golf, Brewers players and the opportunity to win tickets to the U.S. Open! Click for details. #ShowusyourPARty #FOXSports

Facebook

● Fox Sports should use Facebook to help achieve its objectives because it has 1.7 billion users making it the world’s largest social network.115 Additionally, Facebook is used mostly by those ages 18-29 which will help FOX directly speak to their main target audience of millennials.116

● Facebook will have a very unique role in our campaign○ Those who use Facebook mainly use it to connect with friends and family or to look for

posts that are entertaining.117 Because of this, FOX Sports can use Facebook to promote upcoming events (like the Brewers Day and Yoga with The Stars) that their audience on Facebook will find interesting enough to share and attend.

○ Additionally, Facebook is becoming more mobile. More than 50% of Facebook users 18-20 watch mobile video from Facebook.118 If this many people are willing to watch mobile video from Facebook, we could use Facebook to promote the mobile videos and live streaming options FOX Sports has on all of their various apps and channels.

● Social influencers will also have a role in our Facebook usage because they can help keep our content relevant, interesting and entertaining. If our social influencers can share the events, videos and photos FOX Sports will be posting to gain awareness of the U.S. Open and increase viewership on their various channels, FOX Sports will be able to talk to the followers those influencers already have established in addition to the followers FOX Sports has on their own.

● Facebook will also be used to introduce and draw attention to the charity tie-ins. The plan is to connect social networks through tagging, encouraging viewers to check out The First Tee and The Boys and Girls Club’s social pages as well.

● See appendix for additional sample Facebook posts.

● Twitter is a great social platform for quick, concise, time-relevant content. ○ According to the Pew Research Center, 24% of online adults use Twitter—including 36%

of millennials, the highest rate among all age groups.119 ○ Twitter users are also much more likely to see sports content than Facebook users.120

○ Finally, millennials believe that Twitter enhances live experiences, with 70% saying that they enjoy reading tweets about a live event on TV and 71% that say tweeting about an event makes it more fun.121

● Social influencers will also be used to drive viewers to FOX’s coverage and events. They act as a third-party credible source and provide a wide range of followers to be influenced to tune-in to FOX’s coverage or attend events.

● With this in mind, Twitter will be used to attract millennials and avid sports fans to tune into FOX’s coverage of the U.S. Open on traditional TV and FOX Sports GO. While a great deal of the Twitter content will be pre-determined, some content will be dependent on capitalizing on real-time situations.

○ A great deal of the Twitter content will appear just before and during the 2017 U.S. Open to make sure FOX’s coverage is fresh on the mind of Twitter users.

● We will also use Twitter to interact with our influencers. The goal of this is to generate more conversation to their followers, encouraging them to follow FOX Sports and generate awareness about our events and contests.

● See appendix for additional sample Twitter posts.

Twitter

Instagram

● FOX Sports should use Instagram to achieve its objectives because it provides a visual platform to communicate our message using both our own profiles and influencer profiles. Since more than half of millennials use Instagram every single day, it is clear that Instagram is key to targeting our primary audience.122

○ To add to this, by using a visual platform, we are able to expose golf to millennials that may not have had exposure to it in the past.

○ That being said, millennials do not want to feel like they are being advertised to.123 Through the use of influencers on Instagram, we are able to reach millennials in an organic way, using people they already follow. This is also important because it allows the influencers to use their brand voice that they have developed and that their followers trust, to convey our message.

● FOX Sports should leverage influencers on Instagram because half of Instagram users follow and engage with brands. This is 10x more than on Facebook.124

○ This would be useful when working with our PR alliances. We will work with them to have our alliances post on their Instagrams as well.○ To leverage the influencer, FOX will coordinate with them regarding posting about various events that they are at (ex. Yoga with the Stars - see Appendix). Additionally, FOX Sports will regram these posts from their own account.○ We will also use influencers to promote our #showusyourPARty contest. For example, we will use influencers like Jabrari Parker to post who he is watching the U.S. Open with, encouraging people to participate in this contest.○ Also, influencers will be at events that correspond with their experiences. For example, Alex Silver-Fagan would be at a Yoga event whereas Brewers player influencers will be at Brewers Golf Day, etc.● According to Hootsuite, by using a custom hashtag such as our “#showusyourPARty” we are able to curate the content surrounding this initiative. 125

● In our campaign, Instagram will play a large role for many of our events. Additionally, we will be running a #showusyourPARty contest on Instagram. Since Instagram is very visual and involves engagement from users, this is the best platform to engage people in the social aspect of golf.

● Leading up to the events that we plan on running, we will promote these events on FOX Sports’ Instagram and on the social platforms of any partners or influencers that we work with. In

doing so, we will be reaching a wide audience● See appendix for additional sample Instagram posts.

Snapchat● Rationale for using Snapchat:

○ Fox Sports millennial target audience are the primary Snapchat users■ 41% of all 18-34 year olds are on Snapchat daily.126

○ On Snapchat there are different features FOX Sports can utilize in order to effectively engage their audience.

■ FOX Sports brand Snapchat account■ Fan generated live stories

● Live stories are mashups of user submitted Snapchats.● Live stories are usually focus on news events and can attract viewership in

the tens of millions for a big event.127

● Live stories with sports related content can bring in huge views by mixing official game footage with fan reactions.128

■ Branded geofilters and sponsored geotags● Geofilters are special overlays that users can apply to their Snapchat photos

and videos. Users can only access these in certain locations, allowing them to share with others if the are attending a special event or in specific place.129

● The branded photo overlay with the FOX Sports logo can help to generate awareness of their coverage during the U.S. Open at Erin Hills.

■ Social influencers on Snapchat● Our main social influencers will play a role contributing to the live stories as

recognizable figures in the mix of individual fan snaps● Social influencers will also play a role promoting the U.S. Open and tuning

in on FOX by Snapchatting when they are watching or what type of “PARty” they have when watching the event

● Snapchat content is more temporary than other mediums. The photos and videos that users post disappear after 24 hours. According to the Firebrand Group’s Snapchat Guide, the fleeting nature of the social app urges users to participate more.130

● In our campaign, Snapchat will be used frequently to spread awareness about the U.S. Open and FOX Sports’ coverage of the event. Snapchat will be used to generate audience excitement by using fun and engaging filters and connecting with fans on a more personal level.

● Ideas on how to use Snapchat:○ Utilize our social influencers throughout the day to report live on what is happening

throughout the day. They will give current updates on scores, as well as any exclusive happenings on the field that are not aired on television. This news correspondent will also conduct short interviews with golf professionals and attendees that will appear on the app.

○ Have the Brewers Snapchat account post pictures from the Fox Sports Brewers Golf Day with kids from the Boys and Girls Club, tying in our charity.

○ Snapchat will be used throughout #showusyourPARty contests,promotions and sweepstakes○ Make a Snapchat filter to have go live during the U.S. Open that can beaccessed only if you are within 5 miles of Erin Hills, making the cost muchcheaper.

Live Streaming (Facebook LiveStreaming) and YouTube Channel

● FOX Sports needs to utilize live streaming in their social media plan because according to eMarketer, live streaming is a new, up and coming social media platform that is going to explode in the coming years. FOX Sports needs to stay ahead of the social media times and use live streaming for this event.

○ Additionally, young adults are the most likely to use live streaming.131 This will be a great way for FOX Sports to engage with the millennial target audience

● Live streaming is better than other social media platforms when it comes to direct, 1:1 marketing. It allows consumers to feel a part of events even if they cannot attend them and allows streamers to go live wherever and whenever they want.132

● Social influencers can be very helpful with the role of live streaming, because those who follow our social influencers will get notifications when they “go live” (specifically on Facebook) and will be more likely to tune into them because of their celebrity status. Live streaming is a way to feel involved in the day to day life of our social influencers for our audiences. Social influencers can “go live” at the event.

● Examples of live videos○ Having Brewers players go live on Facebook during the Brewers Golf Day to highlight the

main events and encourage more people to come out for the event○ We also will live stream the charities in attendance at the events using Facebook Live and

Snapchat Live. We will show The Boys and Girls Club and The First Tee participating in the event, playing the games and interacting with the Brewer’s in a live stream.

● YouTube:○ FOX Sports should use their YouTube channel to post video highlights of the day’s events

and exclusive athlete interviews. In the past, FOX Sports has created similar video content for NASCAR events and college basketball. They can also take clips from live videos and post these to their YouTube channels

BlogsFOX Sports BlogFOX Sports will amp up their current blog to contain coverage of major national sporting leagues with an emphasis on Wisconsin sports leading up to the U.S. Open. At least two articles would be posted every day. Specific sports personalities would work closely with the blog to develop a common voice for the blog and write several opinion pieces about golf and the players competing in the U.S. Open.

Related to this project, the blog would have heavy coverage of the U.S. Open in the months leading up to and during the tournament. Coverage would include scores and tournament happenings and exposes on the top golfers. Updated coverage will keep viewers coming back to read the blog everyday and player exposes will provide insight into player’s lives and create a human interest element to the tournament. Special promotions and giveaways will also be available through the blog with contests and giveaways for tickets to the U.S. Open. The contests and giveaways will coincide with the Brewers Golf Day and Pre-Father’s Day event to encourage attendance at the events. This will reward dedicated blog fans and attract more followers.

Existing bloggers:Michelle Wie, a professional golfer in the LPGA Tour:FOX will work with Michelle Wie to try and attract females and millennials to the game. With 283k followers on Instagram, she already has a wide reach.133 Wie also works with Nike and is widely known in the golfing community. FOX will work with Wie to specifically attract millennial females to golf by further putting her in the sporting world spotlight, encouraging young women to gravitate towards golf. She will do this by posting about the U.S. Open on her Instagram and making it known she is attending the event. She will also have golf giveaways to followers.

Mark Crossfield, The Ask Golf Guru, a golf reporter for YourGolfTravel:Mark gives honest golf reviews and is a respected voice in the golf community. Partnering with Crossfield will give FOX an upper hand in the golf community since he is already well-established and has a strong following of 43.6k followers on Twitter134 and 48.4k followers on Instagram. His Instagram bio includes, “Trying to make golf less boring than mainstream media.”135 He could give FOX a fresh take on more engaging golf coverage that differs from the average. FOX could potentially try to make a viral video with Crossfield pertaining to golf or the U.S. Open.

Dan Katz from Barstool Sports Chicago:Barstool Sports is very popular amongst millennial males, who we’ve seen a decline in golf interest in recent years.136 A partnership with Katz would increase this audience’s engagement with golf. Katz has 306.3k followers on Twitter and co-hosts a podcast for Barstool Sports.137

Media Relations

Media Coverage to Date

FOX Broadcast of the U.S. Open at Erin Hills

General Media Coverage

Overall, up to this point, there has not been extensive coverage about the U.S. Open at Erin Hills. It has mainly been covered by golf publications and PGA or USGA related websites. A few regional and local outlets have covered things, but this was mainly when talking about other golf related players or events, just mentioning that the U.S. Open is coming up at Erin Hills. However, when the purse was raised, there was a little more extensive coverage regarding that. Most recently the Milwaukee Business Journal also informed its local readers that the U.S. Open will offer free shuttle bus rides to Erin Hills, from two remote parking lots. This is important news for local attendees138. There has been very little coverage regarding FOX Sports and the U.S. Open for this year, from other outlets.

What has been covered by which media/medium?

● Facebook○ Golf.com’s Facebook page posted Fox’s broadcast schedule139

○ Little to no coverage on Fox Sport’s Facebook page of anything related to the US Open or Erin Hills140

○ Fox Sports Wisconsin posted a “99 days until the US Open” video featuring some Buck’s players looking at this years trophy141

● Twitter○ Multiple tweets each day from Fox Sports, nothing related to the US Open○ No content from viewers about this year’s broadcasting of the US Open, but plenty

complaints about Fox’s coverage of last year’s US Open142

● Instagram○ Nothing on the US Open or broadcasting

● Hootsuite○ According to Hootsuite, there is very little conversation around Fox Sports broadcasting

the US Open unless it is complaints about last year

What are the key messages?

● Based upon the few posts found, the overall messages of the posts were either complaints about last year’s broadcasting or basic information regarding this year’s broadcasting schedule

● The little content that was posted, however, made good use of social influencers (including Bucks players) and partnerships (golf.com)

Identify the key implications to Fox Sports and marketing their app:

There is little to no content on social media from Fox Sports about the U.S. Open or about Fox broadcasting the U.S. Open in general. This needs to change. Fox Sports should be directly associated with the U.S. Open in order to increase downloads and viewership.

Erin Hills U.S. Open

What has been covered by which media/medium?

● Facebook○ Erin Hills has done a nice job teasing the course by highlighting each hole and promoting

the event143

● Twitter○ U.S. Open (USGA) Twitter account sends out a few tweets each week about the upcoming

US Open○ Erin Hills does a really nice job of retweeting local newspapers and radio stations as well

as social influencers144

● Instagram ○ Very visual posts about the course and increasing excitement for the event145

What are the key messages?

● Most of the messages are coming from Erin Hills or the USGA rather than from media sources● Very little fan engagement or conversation around the U.S. Open coming to Erin Hills

Key implications to Fox Sports and marketing their app:

There is an opportunity for Fox and the USGA to embrace Wisconsin traditions and heritage when promoting this event. By doing this they can directly target locals, including millennials in a unique and personal way. Additionally, FOX Sports needs to further examine upcoming events and promotions, presenting these to the media in a way that can be written about and also transferred to social content as well.

SpokespersonsInternal:

Shane Bacon: Bacon is a former mini-tour competitor and current golf analyst for FOX Sports, specializing in digital content. He does quite a bit with video, so either video or a livestream component would best suit his skills. Another successful medium for him to be a spokesperson would be a radio/podcast interview. As a former golfer and current golf analyst, Bacon gives FOX Sports a credible expert on golf to promote its coverage of the U.S. Open.146 Bacon would help FOX Sports reach golf and sports enthusiasts. Erin Andrews: Andrews is a current sideline reporter during FOX Sports’ NFL coverage and other major events. She also co-hosts Dancing with the Stars on ABC. Andrews would be a great spokesperson due to her popularity and ability to reach a larger audience with her ties to the sports industry and Dancing with the Stars.147 This unique angle to Andrews could also draw in a new audience for golf. Since she is in front of the camera a lot, a TV/video interview would be best. Andrews’ also has a large following on Instagram (704k followers)148 and Twitter (3 million followers)149, so doing a live “interview” type event through Instagram or Twitter could be a good way of hitting our millennial audience.

Additional Internal Spokesperson opportunities: Joe Buck

External: Ryan Braun: As the face of the Brewers’ franchise, Braun brings instant name recognition and credibility. The left fielder would be the perfect spokesperson to bring awareness to our Brewers Golf Day event at Miller Park. Additionally, the charity aspect with the Boys and Girls Club of Greater Milwaukee and First Tee is a big component to Brewers Golf Day and Braun is no stranger to giving back to the Milwaukee community. Last November, Braun and the Brewers teamed up to host a food drive before the holidays.150 He also gives back through the Brewers’ Community Foundation, the AIDS Resource Center of Wisconsin, Habitat for Humanity and several other charities. Braun was the Brewers’ 2016 nominee for the Roberto Clemente Award. “The Roberto Clemente Award is the annual recognition of a player from each MLB Club who best represents the game of Baseball through extraordinary character, community involvement, philanthropy and positive contributions, both on and off the field.” 151 With Braun’s name recognition, community involvement, as well as the Brewers’ involvement in the Brewers Golf Day event, he is a great fit to be a spokesperson. He would reach several of our key targets including millennials-who enjoy giving to charities, sports enthusiasts and residents.

Additional External Spokesperson opportunities: Joe Loehnis, Executive Director of the First Tee of South Central Wisconsin or Vincent Lyles, President and CEO of Boys and Girls Club of Greater Milwaukee /Steve Dykema, VP of Development and Communications BGCGM

Spokesperson Media Training Tips and Techniques 1. Representing FOX Sports, not yourself: This is important to remember. You are representing the FOX

Sports brand, so stick to the brand voice and fundamentals—and not personal views, opinions or driving attention to yourself.

2. Use storytelling: Using storytelling makes your message more compelling and memorable. Also, it is important to speak in personal terms and use simple language to make the message more relatable to the audience. 152 Avoid jargon and acronyms.

3. Be positive, enthusiastic, composed and confident: You will appear more trustworthy and people will be more open to listening to your message. 153

4. Listen fully to each question: Not only will you be sure to know what the reporter is asking, you will appear to be thoughtful and polite.

5. Think “headlines”: Make it easy for the reporter and the audience to find the “key take away.” Effectively use signposts, such as “The key point here is…” or “The most important thing to remember is…” 154

6. Take control of interview: Make sure that you get your message across. If the question is about something negative, use bridging and transition to something positive and/or about your message. Example: “…however, now we’re doing ____.”

7. Be honest and trustworthy: If the audience can’t trust you, they won’t trust the message. 155

8. Shorter answers, rather than longer: It is important to be crisp and concise with the message. Stick to the facts, and don’t offer up more information than is necessary. 156 The key point of the message can be lost or the audience can lose interest if it takes too long to get to the answer.

9. Correct incorrect statements from reporter or yourself: The whole point of being a spokesperson is to get a message/point(s) across to the audience. If you or the reporter are providing false information, it ruins the credibility or takes away from the point of the original message.

10. Don’t speculate or say “no comment”: If you don’t know the answer, be honest and say so. However, saying “no comment” makes it sound like you don’t want to answer the question or you are hiding something. For example, you could say something like, “I don’t know the answer to that, but I do know someone in the company that does and I will ask them and get back to you.”

11. Keep it simple, memorable and tailored to the audience: At the end of the day, the audience is bombarded by lots of messages. It is important than that our message is memorable, easy to understand and resonates with our targeted audience.

Media Relations Policies When interacting with the media, you will almost always get better coverage if you have a plan in place and prepare ahead of time on how to respond, especially in the case of an emergency. These guidelines are here to advise you on how to conduct yourself and your company when dealing with the media. The guidelines can be referenced in times of crisis or as general media advice. 1. Control the agenda of the interview. Don’t remain in the responsive role throughout the whole

interview because that means having to be on the defensive the whole time. This gives all the power to the reporters and puts more pressure on you, making it easier to slip up. 157 You can control this by knowing the critical points you want to get across, ahead of time; do everything you can to control the topic to convey those points. Advocate your predetermined points and know how to bridge a question, to turn it into a topic of your choice.

2. Use personal stories and examples to build credibility and believability. 158 Anecdotes, statistics and

personal stories are great tools you can use to humanize yourself while still keeping authority and interest, as long as they apply properly to the situation at hand.

3. Make every word you say count, especially in your first opening statements. Think of short bursts of

expression that are newsworthy and easily digested. 159 Envision your words as a headline; make it something journalists could put directly on a paper that well represents your company.

4. Show enthusiasm and confidence, but not arrogance.160 How you’re perceived can sometimes be more

important than the facts. Coming off as know-it-all or non-sympathetic can instantly make a crowd dislike you and your cause. Be respectful. Have a controlled and balanced personality in an interview. Personality traits can be blown up and pasted anywhere from the Internet to TV sound bites.

5. Anticipate problems and questions that reporters are likely to ask and prepare before being

interviewed. Know how to handle and respond to tough questions and brainstorm ways you can bridge questions to topics you want to speak on.

6. Designate one or two people to speak to the press in case of a crisis. 161 Be sure your staff members

know what to not talk about with reporters or to not talk to the media at all, when necessary. You want one main representative making all of the official statements. Do NOT let any employees post about the crisis or event on social media without getting direct authority. Be sure to train your whole staff on the basics of online community management, content publishing and what to do on site of a crisis. 162

If all of these guidelines and tips are followed when dealing with the media, crisis communications can be handled effectively and efficiently, with little to no negative backlash from the media and public. We strongly urge you to consider our suggestions.

Pitching Kit

Targeted Media AnglesWhen contacting media outlets about the FOXSportsGO app there are certain key messages to stick to. These include promoting the streaming service available through the app to watch the U.S. Open and the exclusive sweepstakes offered. When pitching the media, it is also vital that we pitch the unique angles of the various pre-U.S. Open events that we are running. It is our goal to gain attention for these events in the media through a unique angle of both utilizing the charity aspect pertaining to the Brewers Golf Day event as well as the concept of people coming together to watch golf. We want to pitch the media this new angle of golf, rather than just being for white older males, showing them the experience that golf can be for peo-ple of all ages, when they come together.

With these various angles used to promote these key messages, we aim to generate buzz around the FOX-SportsGO app, increasing viewership of the U.S. Open and reach our target by appealing to interests and the media outlets the interact with most. Below are examples of different angles to take when pitching to print media, broadcast, online news sources and blog sites. Each angle includes our key messages and themes but tailored slightly to fit the media outlet and grab the attention of the contact.

Angles for Pitching Print and Broadcast Media Outlets

• The Brewers Golf Day event is a unique opportunity for people of all ages to come together for golf activities.

• FOX Sports gives The Boys & Girls Club of the Greater Milwaukee area and The First Tee children an opportunity to play golf games and meet Brewers players - Pitched to local outlets

• Why streaming sports on the FOXSportsGO app is the best way to watch the U.S. Open. Live cover-age so users can watch wherever they are. The FOXSportsGO app sends quick updates and notifica-tions so users can keep up with scores and their favorite players the way they want to.

• Golf fans should download FOXSportsGO app to unlock special promotions during the U.S. Open. FOX Sports will be running exclusive app-only contests and sweepstakes all throughout the U.S. Open.

• Win the chance to meet your favorite sports celebrity by streaming the U.S. Open on the FOXSports-GO app.

• Experience the U.S. Open as if you were there with the FOXSportsGo app. Check out live coverage and be able to re-watch highlights and the best moments of the day.

• Fathers and families come to the Pre-Father’s day sports viewing party presented by FOX Sports for a day of fun all together!

• Learn how your yoga skills can improve your golf game. FOX Sports is hosting Yoga With the Stars where you can practice yoga with celebrities and professional athletes.

Print Sources

Media: Daily NewspaperOutlet: Milwaukee Journal SentinelContact Name: Gary D’Amato Title: Sports Reporter & Columnist Beat: Golf; Sports; Olympic Sports Email: gdamato@journalsentinel.com Phone: +1 (414) 224-2049 Contact Preference: E-mailWebpage: http://www.jsonline.comCirculation: 202,508Profile: “D’Amato is a Sports Reporter and Columnist for the Milwaukee Journal-Sentinel covering Professional Golf in his ‘Golf Beat’ column/blog, also covering Olympic Sports when in season.”

Media: MagazineOutlet: Chicago District Golfer

Angles for Pitching Online News and Blog Outlets• Join FOX Sports and #showusyourPARty to celebrate 117 years of the U.S. Open and a chance to win

$1,000.• Check in on the FOXSportsGO app during the U.S. Open for a chance to win a PARty with a surprise

sports celebrity!• FOX Sports Brewers Golf Day brings The Boys & Girls Club and The First Tee to meet the Brewers

players!• FOX Sports is giving you a chance to meet your favorite sports celebrity just for streaming the U.S.

Open!• Watch the U.S. Open on your Apple TV with the FOXSportsGO app. The streaming service offered

on mobile devices is now available to watch on the big screen and offers new features like split screen.

• Use the FOXSportsGO app to keep up to date on your golf fantasy league during the U.S. Open• Brewers game on at the same time as the U.S. Open? Stream BOTH at the same time with the FOX-

SportsGO app on Apple TV.• Live stream the U.S. Open exclusively on the FOXSportsGO app. No other sports news source has the

access available on FOX Sports. Watch anywhere by signing in with your TV provider, AND get the chance to enter exclusive sweepstakes to host a PARty with your favorite sports players.

• FOXSportsGO app will utilize a new “check-in” feature during the U.S. Open for users of the app to enter an exclusive sweepstakes.

• Experience the U.S. Open as if you were there. Check out FOXSportsGo live coverage daily and re-watch highlights from the best moments of the day.

Target Outlets

Contact Name: Matt Baylor Title: Managing Editor Beat: Golf Email: mbaylor@cdga.org Phone: +1 (630) 685-2302 Contact Preference: E-MailWebpage: http://www.cdga.orgCirculation: 74,000Profile: “Baylor is the Managing Editor of Chicago District Golfer.”

Media: MagazineOutlet: Golf DigestContact Name: Ron Kaspriske Title: Senior Editor Beat: Golf, Fitness and Exercise, Sports Email: ron.kaspriske@golfdigest.com Phone: +1 (203) 761-5238 Contact Preference: E-MailWebpage: http://www.golfdigest.comCirculation: 1,668,661Profile: “Kaspriske is a Senior Editor and edits the Digest section for Golf Digest. He also covers Fitness, Golf Travel, and Training. Have knowledge of the publication and stories they’ve done in the past before contacting. Do not pitch something that has recently appeared in the magazine. He is not interested in receiving press releases or pitches unless they are specifically addressed to him. He says, “Blank press releases that aren’t addressed to me personally go right in the trash.” Kaspriske advises, “Make the pitch to me personally, make it brief and have some concept of what we’ve done already in our magazine. Have some sense of what we do.”

Media: MagazineOutlet: Women’s HealthContact Name: Elycia Rubin Title: Contributing Entertainment Editor Beat: Entertainment, Lifestyle Email: elycia@mac.com Phone: +1 (610) 967-5171 Contact Preference: E-MailWebpage: http://www.womenshealthmag.comCirculation: 1,511,791Profile: “Rubin is a Contributing Editor covering Entertainment for Men’s Health and Women’s Health, as well as a Blogger covering Fashion, Beauty, Wellness, Lifestyle and Home for What I’m Loving.”Outlet Profile: “Serves as a fresh, smart, informative and inspiring magazine that speaks to today’s active, youthful women in a way that is passionate, authoritative and relevant to their lifestyles. Covers health and beauty, fitness and weight loss, career and stress, sex and relationships, nutrition and diet and technology. Educates and motivates women, showing them how to take control of their physical and emotional selves so they can realize their full potential.”

Media: Daily NewspaperOutlet: USA TodayContact Name: Christine Brennan Title: Sports Columnist Beat: Sports Email: cbrennan@usatoday.com Phone: +1 (703) 854-5389 Contact Preference: E-MailWebpage: http://www.usatoday.comCirculation: 2,203,3400Profile: Brennan is a Sports Columnist for USA Today in McLean, VA. Her column covers the latest news in the world of sports. She writes in-depth features pieces and frequently covers women’s sports issues.

Online News Sources

Media: Online versionOutlet: Forbes OnlineContact Name: Erik Matuszewski Title: Contributor Beat: Golf; Sports Business; Sports Gambling Email: ematuszewski24@gmail.com Phone: +1 (212) 617-8797 Contact Preference: E-MailWebpage: http://www.forbes.comProfile: “Matuszewski is a Contributor at Forbes Online covering Golf, Sports Business, and Wagering.”

Media: News Web SiteOutlet: The WireContact Name: Stuart Hall Title: Editor Beat: Golf Email: http://www.golfbusinesswire.com Phone: +1 (919) 696-1961 Contact Preference: E-MailWebpage: http://www.golfbusinesswire.comProfile: “Hall is the Editor.”Outlet Profile: “Serves golf industry professionals and consumers. Provides the latest news in golf course architecture, tournaments, equipment, real estate, media and business. Daily features include an introduction to someone, some place or something that is currently influencing the world of golf; information that prepares visitors for the week’s upcoming tournaments; commentary on the game’s hot topics and issues; up close with golf’s news-makers and personalities in a question-and-answer format; a leisurely feature that gets visitors ready for the weekend.”

Media: Online versionOutlet: Golf.comContact Name: Mark McClusky

Title: Digital Editor Beat: Sports, Web Site Email: mark_mcclusky@simail.com Phone: +1 (212) 522-1212 Contact Preference: E-MailWebpage: http://www.mcclusky.com Profile: “McClusky is the Digital Editor for Sports Illustrated Online, Sports Illustrated Kids Online, and Golf Magazine Online.”

Media: Online VersionOutlet: CNNContact Name: Rachel Crane Title: Digital Correspondent Beat: Pop culture, Technology Email: rachel.crane@turner.com Phone: +1 (404) 827-1500 Contact Preference: E-MailWebpage: http://www.cnn.comProfile: “Crane serves as a Digital Correspondent for CNN Online covering pop culture and innovation. She also oversees the City of Tomorrow segments. She is based in New York.”Outlet Profile: “Internet version of the worldwide cable news network providing live, ongoing coverage of news around the globe 24 hours a day. Regular features spotlight public affairs, news, politics, science, technology, business, food, medicine, fashion, sports, lifestyle, parenting and entertainment. The site also emphasizes topical and in-depth interviews and discussions with newsmakers, politicians, celebrities and people in the news. CNN.com has a content partnership with Health.com. Health.com stories will appear on the CNN.com website, however Health.com reporters are not employed by CNN and are better contacted through Health.com directly”

Media: News WebsiteOutlet: BuzzFeedContact Name: Kevin Smith Title: Senior Editor Beat: Celebrities, Culture, Men’s Interests, Entertainment Email: kevin.smith@buzzfeed.com Phone: +1 (212) 431-7464 Contact Preference: E-MailWebpage: http://www.buzzfeed.comProfile: “Smith is a Senior Editor at BuzzFeed covering Men’s Interest, specifically Lifestyle, Entertainment, and Culture.He says, “Contacting me on Twitter is another preferred method of communication as it’s often difficult for me to respond to every e-mail.”

Blog Sites

Media: BlogPublication: Golf Beat - Milwaukee Journal-SentinelContact Name: Gary D’Amato Title: Blogger Beat: Golf

Email: gdamato@journalsentinel.com Phone: +1 (414) 224-2049 Contact Preference: E-MailWebpage: http://www.jsonline.com/blogs/sports/golfbeat.htmlProfile: “D’Amato is a Sports Reporter and Columnist for the Milwaukee Journal-Sentinel covering Professional Golf in his ‘Golf Beat’ column/blog, also covering Olympic Sports when in season.”Outlet Profile: “This blog is hosted on jsonline.com. Covers golf in Wisconsin. Posts news from the golf industry and provides commentary on recent golf games and news on golf players. Also discusses golf technology. The fundamentals of working with bloggers are the same as with traditional journalists at traditional media outlets: respect their schedules; take time to read their material to learn their interests; and only contact them if/when they want to be contacted. You will also find that if a blogger is a journalist for another outlet(s), Cision tracks their contact preferences there as well.”

Media: BlogOutlet: Avid Golfer BlogContact Name: Rick Arnett Title: Blogger Beat: Golf Email: rick@myavidgolfer.com Contact Preference: E-MailWebpage: http://myavidgolfer.com/blogProfile: “Arnett is the Vice President of Advertising Sales who covers golf on avidgolfer. He focuses on all elements of the golf community and culture, including pro tours, gossip, equipment and prominent courses. He likes to receive travel information and interesting news about golf. “Something surprising and noteworthy is always welcome,” he says. PR representatives interested in working with him should consider whether or not their material is relevant and appealing before pitching it. He also serves as the the Producer and Host of KTCK-AM’s show The Teebox. He is also a Blogger for Avid Golfer Blog. He prefers to be contacted by e-mail or telephone.”Media: BlogOutlet: Digital Sports DailyContact Name: Travis Duncan Title: Editor Beat: Sports, Golf, Technology Email: editor@digitalsportsdaily.com Phone: +1 (317) 289-2486 Contact Preference: E-MailWebpage: http://digitalsportsdaily.comProfile: “Duncan is Editor at Digital Sports Daily and covers Sports, Media, Technology, Sports TV, Golf. Contact him weekdays from 9am to 5pm via e-mail.”Outlet Profile: “Provides the latest news in professional, college and fantasy sports. Covers the NFL, NBA, NHL, MLB, NASCAR, golf, college football and basketball, tennis and high school sports. Includes sports history and other related information. The fundamentals of working with bloggers are the same as with traditional journalists at traditional media outlets: respect their schedules; take time to read their material to learn their interests; and only contact them if/when they want to be contacted. You will also find that if a blogger is a journalist for another outlet(s), Cision tracks their contact preferences there as well.”

Media: BlogOutlet: Engadget

Contact Name: Roberto Baldwin Title: Senior Editor Beat: Applications, Technology Email: roberto@engadget.com Contact Preference: E-MailWebpage: http://www.engadget.comProfile: “Baldwin is a Senior Editor at Engadget, covering Consumer Electronics and Software Applications”Outlet Profile: “Focuses on consumer electronics and technology. Features daily reviews of new products, software and gadgets, rumors, up-to-the-minute coverage of high-profile consumer electronics events and news.”

Broadcast

Media: RadioOutlet: Kap and Co. - WMVP-AMContact Name: David Kaplan Title: Host Beat: Sports Email: dkaplan@comcastsportsnet.com Phone: +1 (312) 222-5094 Contact Preference: E-MailWebpage: http://www.espn.go.com/chicago/radioOn-Air Time: Mon-Fri, 9:00 AM - 12:00 PMProfile: “Kaplan is the midday Host for WMVP-AM. He also serves as Host of SportsTalk Live on Comcast SportsNet Chicago. He prefers press materials be sent via email, and says “I’ll take a look at anything.”Media: RadioOutlet: Homer & Gabe - WAUK-AMContact Name: Steve True Title: Host Beat: Sports Email: homer@espnmilwaukee.com Phone: +1 (414) 273-3776 Contact Preference: E-MailWebpage: http://espnwisconsin.com/homerandthunderOn-Air Time: Mon-Fri, 2:00 - 6:00 PMProfile: “True is PM On Air Personality of WAUK-AM and Host/Producer of World’s Greatest Sports Talk Show. He is known on the air as “The Homer” due to his devout dedication to hometown teams. Accordingly, all pitches must have some sort of local sports angle.

Media: TelevisionOutlet: SportsTalk Live - Comcast SportsNet ChicagoContact Name: David Kaplan Title: Host Beat: Sports Email: dkaplan@comcastsportsnet.com Phone: +1 (312) 222-5094 Contact Preference: E-MailWebpage: http://www.csnchicago.com

On-Air Time: Mon-Fri, 5:30 - 6:30 PMProfile: “Kaplan is the midday Host for WMVP-AM. He also serves as Host of SportsTalk Live on Comcast SportsNet Chicago. He prefers press materials be sent via email, and says “I’ll take a look at anything.”

Media: TelevisionOutlet: WISN 12 News at 6pm - WISN-TVContact Name: Dan Needles Title: Sports Anchor Beat: Sports Email: dneedles@wisn.com Phone: +1 (414) 937-3337 Contact Preference: E-MailWebpage: http://www.wisn.comOn-Air Time: Mon-Fri, 6:00 - 6:30 PMProfile: “Hosts “Big 12 Sports Saturday” and anchors the weekday 6 and 10 p.m. on WISN-TV. He also hosts The D-List, a daily sports talk show, on WAUK-AM. Dan covers all sports including MLB (Major League Baseball), NBA (National Basketball Association), NHL (National Hockey League) and NFL (National Football League).”

Media: TelevisionOutlet: FOX 6 News Contact Name: Brandon Cruz Title: Sports Reporter Beat: Sports Email: brandon.cruz@fox6now.com Phone: +1 (414) 355-6666 Contact Preference: E-MailWebpage: http://fox6now.comProfile: “Cruz is a Sports Reporter who handles all related news content for WITI-TV. He also is a Sports Anchor for WITI-TV’s weekend broadcasts.”

Press Kit

Milwaukee, WI (April 27, 2017) - FOX Sports will host a Brewers Golf Day event at Miller Park, in collaboration with the USGA and the Milwaukee Brewers, giving families and people of all ages the opportunity to play golf related games and meet the Milwau-kee Brewers.

With the U.S. Open appearing in Wisconsin, at Erin Hills for the first time, FOX Sports will be hosting this event to increase awareness in the Milwaukee area. The 117th U.S. Open will run June 12-18 and will be aired exclusively on FOX. People of all ages are invited to attend a golf event within Miller Park stadium in preparation for the U.S. Open. Golf activities will be stationed

FOR IMMEDIATE RELEASEApril 27, 2017

Contact: Samantha SilvermanPublic Relations Manager Transcendence AgencyPhone: 973-752-7077samantha@transcendenceagency.com

Brewers Golf Day Gives Participants a Chance to Attend U.S. Open andMeet the Milwaukee Brewers

FOX Sports and the USGA Host Golf Day at Miller Park to Increase Awareness of U.S. OpenProviding Fun-filled Day for all ages

around the stadium, in the concourse and on the field. Games will include chipping, mini golf, putting and driving. By participating in each activity, attendees are entered to win tickets to the U.S. Open for a specific day, or the 2018 U.S. Open, with the winner announced two weeks prior to the U.S. Open.

Brewers will be mingling throughout the day, encouraging people of all ages to participate in different games. The event will be free to the first 10,000 attendees and each person will be given a sleeve of three FOX Sports logo’ed golf balls upon entry to be signed by any Brewer player and to be used at each station.

“We’re really excited about this opportunity to create a golf party for everyone. Golf is a great game that brings people together, and the Brewers Golf Day is the perfect way to show people that,” said Kimberly Borza, Manager of Marketing & Strategic Partnerships at FOX Sports Networks.

Members of the Boys and Girls Club of the Greater Milwaukee area, a partner of FOX, and The First Tee, a partner of the USGA, will also be in attendance. They will be provided free transportation, meals and a t-shirt for the event, by FOX and will have access to the Brewers via a private meet and greet. In addition, people can bring gently used sports equipment to this event to the Boys and Girls Club of the Greater Milwaukee area. Upon donation, attendees will receive a coupon to purchase from an exclusive line of sportswear on the USGA website, co-branded with the USGA and FOX.

About FOX Sports and the USGA U.S. Open: Fox gained the exclusive broadcasting rights to the U.S. Open in 2013, securing a 12-year contract. Their unique and bold approach to sports broadcasting brings fresh thinking and technology to championship golf. FOX Sports, including FS1, Big Ten Network, FOX Deportes, FOX Sports GO, FOX Regional Net-works, is controlled by 21st Century FOX. It is estimated that FOX Sports reaches 100 million homes in a single weekend. This is the 117th U.S. Open for the USGA and it is being hosted at Erin Hills Golf Course. The U.S. Open is a unique golf major tournament since anyone, including amateurs, can enter and even win. FOX Sports and their RSN’s are working to promote the upcoming U.S. Open in various regions through a series of events.

Transcendence Agency

Samantha SilvermanPublic Relations Manager Transcendence Agency

April 27, 2017

Christine BrennanUSA Today Columnist7950 Jones Branch DriveMcLean, VA 22108

Dear Ms. Brennan,

You finally get to meet your favorite Brewers! Imagine a fun and beautiful day at Miller Park surrounded with games, food, Bucky and Brewers!

I am writing to you because I want USA Today to help FOX promote Brewers Golf Day. FOX Sports will host a Brewers Golf Day event at Miller Park, in collaboration with the USGA and the Milwaukee Brewers, giving families and people of all ages the opportunity to play golf related games and meet the Milwaukee Brewers. This event is a pre-event to promote the upcoming 117th U.S. Open at Erin Hills, airing exclusively on FOX.

The event will be free to the first 10,000 attendees and each person will be given a sleeve of three FOX Sports logo’ed golf balls upon entry to be signed by any Brewers player and to be used at each station. Brewers players will be mingling throughout the day, encouraging people of all ages to participate in different games.

Members of the Boys and Girls Club of the Greater Milwaukee area, a partner of FOX, and The First Tee, a partner of the USGA, will also be in attendance. In addition, people can bring gently used sports equipment to this event or other drop off locations to be donated to the Boys and Girls Club of the Greater Milwaukee area. Upon donation, they will receive a coupon to purchase from an exclusive line of sportswear on the USGA website, co-branded with the USGA and FOX.

FOX hopes that you will announce this event on USA Today in order to help us promote this exciting day! Please contact me at (973) 752-7077. Thank you.

Sincerely,

Samantha SilvermanPublic Relations Manager Transcendence AgencyPhone: 973-752-7077samantha@transcendenceagency.com

To: cbrennan@usatoday.com Subject line: Don’t miss out on this once and a lifetime opportunity to meet the Brewers!

Milwaukee, WI - Don’t miss this incredible opportunity to meet the Brewers and play golf at Miller Park! Anyone can come to Miller Park on May 13th at 8:30am to attend FOX Sports’ Brewers Golf Day. FOX Sports will host a Brewers Golf Day event at Miller Park, in collaboration with the USGA and the Milwau-kee Brewers, giving families and people of all ages the opportunity to play golf related games and meet the Milwaukee Brewers.This event is a pre-event to promote the upcoming 117th U.S. Open at Erin Hills, airing exclusively on FOX.

The event will be free to the first 10,000 attendees and each person will be given a sleeve of three FOX Sports logo’ed golf balls upon entry to be signed by any Brewers player and to be used at each station. Brew-ers players will be mingling throughout the day, encouraging people of all ages to participate in different games.

FOX hopes that you will announce this event on USA Today in order to help us promote this exciting day! Please contact me at (973) 752-7077. Thank you.

Media Advisory

FOX Sports Hosts Brewers Golf Day at Miller Park

Visit Miller Park for this fun-filled golf event and charity opportunity

Meet the Brewers while they mingle with the attendees.

WHAT: With the baseball season off and running and the U.S. Open coming up in a few weeks, come join the Brewers and FOX Sports for a fun-filled day of golf activi-ties at Miller Park. The Brewers Golf Day is truly an opportunity for people of all ages to come together and learn about the game of golf, while also meeting their favorite Brewers players. Children from The Boys and Girls Club of the Greater Milwaukee area and The First Tee will have the opportunity to meet the Brewers at a private meet and greet as well. Interview opportunities will be available with all Brewers players in attendance and FOX representatives.

WHEN:Saturday, May 13th 9:00

AM - 2:00 PM

Press check in begins at 8:30 AM

WHERE:

Miller Park Stadium1 Brewers Way, Milwau-

kee, WI 53214

PHOTO/INTERVIEW OPPORTUNITIESDonation boxes for gently used sports equipment, to be donated to The Boys and Girls Club of the Greater Milwaukee area.

Stations around Miller Park with different golf activities.

Brewers meet and greet with The Boys and Girls Club of the Greater Milwaukee area and The First Tee.

Interview opportunities with all attending Brewers players and FOX representatives.

WHY:FOX Sports is host-

ing this event to raise awareness of the 2017

U.S. Open at Erin Hills, broadcast on FOX

channels.

Brewers Golf Day Q&AWhat is Brewers Golf Day?Brewers Golf Day is a day of fun golf activities for people of all ages. Hosted by FOX Sports at Miller Park, attendees will have the opportunity to participate in many golf activities, meet their favorite Brewers players, and eat stadium foods.

What activities will occur?There will be mini golf, chipping, putting and driving ac-tivities at this event. The mini golf activities will be located in the concourse, closer to each base. There will be Brewer related obstacles including Bernie Brewer, aiming around a baseball bat and more. All participants will be entered to win tickets to the 2018 U.S. Open in Shinnecock Hills. Win-ners will be announced during FOX’s coverage of the 2017 U.S. Open at Erin Hills.

The chipping game will occur on artificial turf mats to hit off of, preventing damage to the fields. By participating in this chipping game you will be entered to win tickets to the first day of the 2017 U.S. Open, to be announced two weeks prior to the U.S. Open.

There will be a putting location on the concourse as well where you can put along turf, aiming at a hole at the end. By participating in this putting game you will be entered to win tickets to the second day of the 2017 U.S. Open, to be announced two weeks prior to the U.S. Open.

Finally, there will be a driving activity on the field, on artifi-cial turf mats. Participants will aim to drive into large kettles in the outfield that if participants make it into the kettle, they can win a $50 gift card or free tickets to the final day of the 2017 U.S. Open.

How do you attend Brewers Golf Day?Brewers Golf Day is free for the first 10,000 attendees. After that, there is no guarantee that we will be able to admit more people. This will depend on the day of the event.

Are food and transportation provided?Food and transportation will not be provided for general attendees. However, by downloading the FOXSportsGO application, while at Brewers Golf Day, you will receive a coupon for a free alcoholic or soda beverage of choice, re-deemable on that day only at Miller Park.

Brewers Golf Day Q&A(Continued)

Who is organizing Brewers Golf Day?Brewers Golf Day is a FOX Sports event. It is being put on in collaboration with the Brewers, Major League Baseball, Miller Park, the USGA, The Boys and Girls Club of the Greater Milwaukee area and The First Tee.

Who will be in attendance?Attendees will include Brewers players and staff, Bernie Brewer, Bucky Badger, local families and visitors, The Boys and Girls Club of the Greater Milwaukee area, The First Tee participants and press.

How will I find out if I won tickets to the U.S. Open from Brewers Golf Day?In order to find out if you won tickets to the earlier days of the event, you must check on the FOXSportsGo application two weeks prior to the U.S. Open. To find out if you won tickets to the final days or the 2018 U.S. Open, you must tune-in to FOX’s broadcast of the 2017 U.S. Open at Erin Hills on FOX Sports, FS1 or FOXSportsGO.

Is it guaranteed that anyone who arrives will be able to enter?It is not guaranteed that anyone will be able to enter. The first 10,000 attendees will be able to enter and will receive a free sleeve of three FOX Sports logo’ed golf balls upon entry that can be signed by any Brew-ers players. Please arrive promptly in order to guarantee entry. All press must RSVP in advance in order to receive press privileges.

FOX Sports Launches #ShowusyourPARty Instagram ContestMilwaukee, WI (April 27, 2017) - FOX Sports will launch a #ShowusyourPARty Instagram contest in the weeks prior to the U.S. Open.

In order to enter the contest, groups of friends will need to post a photo of all of them viewing the U.S. Open together. This photo can be sent out on Instagram and the winner will be selected randomly. Each person’s post on Instagram will be another entry to this sweepstakes, meaning groups can submit their photos on multiple social media platforms to be entered more than once.

To be entered each entrant must tag @FOXSPORTS and @USGA in addition to hashtagging #showusyour-PARty. Winners will receive a cash prize of $1,000. This contest will be promoted through the various events that FOX Sports is running as well, including but not limited to, Brewers Golf Day, Yoga with the Stars and Father’s Day PARty. Various athletes and well-known social media personalities will be participating to raise awareness of this contest.

About FOX Sports and the USGA U.S. Open: Fox gained the exclusive broadcasting rights to the U.S. Open in 2013, securing a 12-year contract. Their unique and bold ap-proach to sports broadcasting brings fresh thinking and technology to championship golf. FOX Sports, including FS1, Big Ten Network, FOX Deportes, FOX Sports GO, FOX Regional Networks, is controlled by 21st Century FOX. It is estimated that FOX Sports reaches 100 million homes in a single weekend. This is the 117th U.S. Open for the USGA and it is being hosted at Erin Hills Golf Course. The U.S. Open is a unique golf major tournament since anyone, including amateurs can enter and even win. FOX Sports and their RSN’s are working to promote the upcom-ing U.S. Open in various regions through a series of events.

Samantha SilvermanPublic Relations Manager Transcendence Agency

April 27, 2017

Christine BrennanUSA Today Columnist7950 Jones Branch DriveMcLean, VA 22108

Dear Ms. Brennan,

Family and friends are gathered around the television, eating great food, chatting, sharing memories and watching the 2017 U.S. Open. “Show us your PARty”, by instagramming a photo of your “PARty.”

I am writing to you because I believe FOX Sports’ innovative Instagram concept should be publicized on USA Today, as it is a fun sweepstakes that brings people together. FOX Sports will launch a #Showusy-ourPARty Instagram Contest in the weeks prior to the U.S. Open. To be entered each entrant must tag @FOXSPORTS and @USGA in addition to hashtagging #showusyourPARty. Winners will receive a cash prize of $1,000.

In order to enter the contest, groups of friends will need to post a photo of all of them viewing the U.S. Open together. This photo can be sent out on Instagram and the winner will be selected randomly. Each person’s post on Instagram will be another entry to this sweepstakes, meaning groups can submit their photos on multiple different people’s social media platforms to be entered more than once.

FOX hopes that you will announce this contest on USA Today in addition to any social channels, in order to help us promote this sweepstakes prior to its launch, the week of the U.S. Open (June 12-18). Please contact me at (973) 752-7077. Thank you.

Sincerely,

Samantha SilvermanPublic Relations Manager Transcendence AgencyPhone: 973-752-7077samantha@transcendenceagency.com

Fact Sheet

FOX Sports and the 2017 U.S. Open at Erin HillsUSGA• The USGA is a golf organization that makes and enforces the rules of golf in the United States and Mexico and aims to “act in the best interests of the game for the continued enjoyment of those who love and play it.”• The U.S. Open was first played in 1895.• In 2013, the USGA announced an agreement with FOX Network and FOX

Sports 1 as the domestic partner of the USGA. This is a 12-year agreement.

FOX• FOX Sports, including FS1, Big Ten Network, FOX Deportes, FOX Sports GO, FOX Regional Networks, is controlled by 21st Century FOX. It is estimated that FOX Sports reaches 100 million homes in a single weekend. • FS1, a major FOX network and affiliate, works complementary to FOX

Sports and enhances its content. It was launched on August 17, 2013 and is a national 24- hour multi-sport network.

• FOXSportsGO is their digital application that allows people to live stream sporting events.

U.S. Open• Erin Hills will host the 2017 U.S. Open. This is the 117th year that it will be played.• This is the first time that the U.S. Open is coming to Wisconsin and the first time it is on a public golf course.• Practice rounds will run from June 12-14 and the championship rounds will be June 15-18.• This year, the prize money for the U.S. Open, is at an all-time high, reaching

$12 million and is now the biggest payout in golf.

PHOTO OPPORTUNITY

Contact: Samantha SilvermanPublic Relations ManagerTranscendence AgencyPhone: 973-752-7077samantha@transcendenceagency.com

April 30, 2017

What: You’re invited to capture photos of the Brewers Golf Day event at Miller Park, hosted by FOX Sports in collaboration with the USGA, the Brewers, the Boys and Girls Club of the Greater Milwaukee Area and The First Tee. Capture photos as participants play various golf activities, mingle with Brewers players and participate in a day of fun together.

Who: Attendees include local residents and visitors, Brewers, the children of The Boys and Girls Club of the Greater Milwaukee area and The First Tee.

When: Saturday, May 13, 9:00 AM - 2:00 PM

Why: FOX Sports is hosting this event to raise awareness of the upcoming 2017 U.S. Open that will be aired exclusively on FOX. This event also gives children in The Boys and Girls Club of the Greater Mil-waukee area and The First Tee, the opportunity to come to an exciting event with the Brewers and learn more about golf. With the nature of golf is shifting as a result of millennials, this is a unique event sur-rounding this change.

How: Please RSVP via the contact information listed above.

Best,Samantha SilvermanPublic Relations Manager, Transcendence Agencysamantha@transcendenceagency.com

Example Pitch Tweets

@nrarmour Have a great event with Brewers and golf coming up would love to see you there! DM me for more info!

@cbrennansports loved your coverage of the Mas-ters! Ever think of covering baseball and golf togeth-er? DM me for more info!

@flahertykeely me: golf is for boring old white peopleEveryone else: No way! #showusyourPARty and @FOXSports is different! DM me for more!

@donriddellCNN feeling up to meeting the Brewers? DM me for more info! Oh and bring your golf clubs!

@RyanBallengee who do you watch the @usopengolf with? #ShowusyourPARty and DM us for more info! @FOXSports

Appendix

FOX Social Media Audit Examples

ESPN Social Media Audit Examples

Erin Hills Social Media Audit Examples

Example Facebook Posts

Example Tweets

Example Instagrams

Example Instagrams (Cont.)

Endnotes 1 Mintel Report 2 http://www.espn.com/golf/story/_/id/9548782/fox-sports-reaches-12-year-deal-us-open-rights 3 usga.org 4 USGA.org 5 https://www.ticketcity.com/us-open-golf-tickets/us-open-golf-history.html 6 http://www.espn.com/golf/story/_/id/9548782/fox-sports-reaches-12-year-deal-us-open-rights 7 http://www.foxnews.com/sports/2014/06/11/us-open-5-amateurs-have-won-us-open-but-last-time-was-81-years-ago.html 8 http://www.foxsports.com/ 9 http://www.foxsports.com/presspass/about 10 http://www.foxsports.com/watch/fs1 11 http://www.foxsports.com/presspass/about 12 https://www.foxsportsgo.com/ 13 https://techcrunch.com/2016/08/26/fox-sports-go-hits-apple-tv-allows-viewing-of-four-games-at-once/ 14 http://www.foxsports.com/presspass/latestnews/2017/02/06/headline 15 http://www.usatoday.com/story/sports/nascar/2017/02/27/daytona-500-2017-overnight-nascar-tv-ratings-fox/98488968/ 16 https://sportstvratings.com/daytona-500-tv-ratings-viewership-2007-present/1509/ 17 http://www.usatoday.com/story/sports/mlb/2016/11/03/world-series-tv-television-ratings-chicago-cubs-cleveland-indians/93231896/ 18 http://www.golf.com/tour-and-news/2015-us-open-foxs-ratings-2014-disappointing-overall 19 http://www.geoffshackelford.com/homepage/2016/6/20/ratings-2016-us-open-earns-second-lowest-final-round.html 20 http://m.sportsbusinessdaily.com/Journal/Issues/2015/06/29/Media/Fox-US-Open.aspx? 21 http://m.sportsbusinessdaily.com/Journal/Issues/2015/06/29/Media/Fox-US-Open.aspx? 22 http://awfulannouncing.com/2016/fox-sports-reveals-usga-lineup-that-looks-to-win-golf-fans-over-in-year-two.html 23 https://www.wsj.com/articles/a-game-of-golf-not-for-many-millennials-1406159228?cb=logged0.03582750670600099&mg=id-wsj 24 https://golf.clickon.co/2015/05/13/10-ways-golf-millennials-are-changing-the-sport-forever/ 25 Mintel Report 26 http://www.foxbusiness.com/features/2015/03/06/pga-tour-tees-up-more-than-golf-millennial-marketing-strategy.html 27 http://www.foxbusiness.com/features/2015/03/06/pga-tour-tees-up-more-than-golf-millennial-marketing-strategy.html 28 http://www.golfwisconsin.com/golfcourses/coursedetail.cfm?recordid=526 29 Erin Hills Press Kit 30 http://www.golfdigest.com/story/usga-adds-dollar2-million-to-2017-us-open-purse-for-record-payout 31 http://fox6now.com/2016/06/15/up-there-with-the-best-erin-hills-golf-course-prepares-to-host-2017-u-s-

open/ 32https://en.wikipedia.org/wiki/Erin_Hills 33 http://golfclubatlas.com/courses-by-country/usa/erin-hills/ 34 https://en.wikipedia.org/wiki/Erin_Hills 35 https://en.wikipedia.org/wiki/Erin_Hills 36 http://www.visitmilwaukee.org/member.php?mid=1628 37 http://visitmilwaukee.org/visitors 38 http://www.travelwisconsin.com/events#?CurrentPage=1&ContentPageId=491079&ContentPage_39 Travel Wisconsin Events40 http://www.travelwisconsin.com/events41 http://www.espn.com/mlb/team/schedule/_/name/mil/milwaukee-brewers42 Prince Fielder Instagram 43 Prince Fielder Klout Score 44 https://brewers.mlblogs.com/brewers-pitchers-bonding-through-golf-fd75ed5c55#.kfenskud945 Khris Middleton Instagram46 Khris Middleton Twitter47 Khris Middleton Golf Instagram Photo48 FoxSports, June 201549 NBA.com Bucks Community Programs 50 Jabari Parker Twitter51 Jabari Parker Instagram52 http://academic.mintel.com.ezproxy.library.wisc.edu/display/644502/53 http://www.pgatour.com/tournaments/pga-championship.html and http://www.theopen.com54 http://www.geekwire.com/2016/ibm-powers-new-predictive-beacon-technology-golf-fans-u-s-open/55 http://search.proquest.com.ezproxy.library.wisc.edu/abicomplete/docview/453685234/D1C47BF-249B24C65PQ/1?accountid=46556 http://www.foxbusiness.com/features/2016/06/13/u-s-open-sponsor-lexus-has-big-plans-for-oak-mont.html57 http://www.businesswire.com/news/home/20160609005175/en/American-Express-Tees-Golf-Fan-Ex-periences-201658 http://www.sportsbusinessdaily.com/Journal/Issues/2012/01/09/Marketing-and-Sponsorship/Rolex.aspx59 http://www.usga.org/articles/2012/01/usga-expands-its-relationship-with-rolex-21474844133.html60 https://www2.deloitte.com/us/en/pages/about-deloitte/articles/press-releases/deloitte-and-usga-an-nounce-multiyear-professional-services-sponsorship.html61 http://digiday.com/brands/millennial-media-consumption-habits-debunked-5-charts/62 http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/niel-sen-millennial-report-feb-2014.pdf63 http://www.socialmediatoday.com/social-networks/millennials-and-social-media-its-more-complicat-ed-you-think64 http://www.socialmediatoday.com/social-networks/millennials-and-social-media-its-more-complicat-ed-you-think65 http://www.cnbc.com/2016/02/12/is-golf-cool-again-with-millennials.html66 Mintel Report Marketing to Sports Fans July 201667 Mintel Report Marketing to Sports Fans July 2016

68 http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/69 https://www.bostonglobe.com/magazine/2015/10/28/what-makes-millennials-give-charity/0nkxv2YC-mzYuteWiBN1FIM/story.html70 http://mashable.com/2016/11/24/how-millennials-donate-money/#a33z1Mkxqaqb71 http://www.packagingdigest.com/packaging-design/the-millennial-factor-how-a-generation-of-consum-ers-is-transforming-todays-packaging-landscape-2016-04-0672 Mintel Report Marketing to Sports Fans July 201673 http://thegbrief.com/articles/millennials-and-meditation-the-yoga-generation-66674 Simmons OneView - Millennials report 75 Mintel Report Marketing to Sports Fans July 2016 76 Mintel Golf Tourism Report September 201077 Mintel Golf Tourism Report September 201078 Mintel Golf Tourism Report September 201079 Mintel Golf Tourism Report September 201080 https://www.americangolf.com/blog/mulligans/the-demographics-of-golf-inside-the-mind-of-a-golfer/81 https://www.americangolf.com/blog/mulligans/the-demographics-of-golf-inside-the-mind-of-a-golfer/82 Mintel Golf Consumer US Report November 201283 http://www.nytimes.com/2008/02/21/nyregion/21golf.html84 Mintel Golf Tourism Report September 201085 Mintel Golf Tourism Report September 201086 Mintel Golf Tourism Report September 201087 Mintel Golf Tourism Report September 201088 Mintel Marketing to Sports Fans July 201689 Reference USA Heat map90 Visit Milwaukee Annual Report91 Data from Wisconsin Dept. of Tourism visit92 Data from Wisconsin Dept. of Tourism visit93 2016 Key Messages for Wisconsin’s Tourism Industry Handout94 2016 Key Messages for Wisconsin’s Tourism Industry Handout95 http://m.brewers.mlb.com/schedule/month/2017/0496 http://www.boysgirlsclubs.org97 https://thefirsttee.org98 https://www.mlb.com99 eMarketer, Hootsuite, Pew Research100 eMarketer (July 2015), Pew Research (May 2016)101 http://www.socialmediaexaminer.com/reaching-millennials-with-social-media-new-research/102 Forbes, September 2014103 https://twitter.com/UWBuckyBadger104 http://academic.mintel.com.ezproxy.library.wisc.edu/display/644502/105 FoxSports, June 2015106 NBA.com Bucks Community Programs 107 MLB.com, Player Profile 108 Prince Fielder Klout Score109 http://www.uwbadgers.com/roster.aspx?rp_id=3343110 http://www.wisconsin.golf/news/college/d1/hole-in-one-on-no-at-university-ridge-boosts-uw/article_9d217d7a-7956-11e6-8f46-d7ced7089f46.html

111 Alex Silver-Fagan Website About Page112 Alex Silver-Fagan Website About Page 113 Frank Kaminsky Instagram114 CBS Sports, April 2015115 KnowYourMobile.com, The Guardian116 eMarketer, Hootsuite, Pew Research117 eMarketer, Hootsuite, Pew Research118 eMarketer, Hootsuite, Pew Research119 Pew Research Center: http://www.pewinternet.org/2016/11/11/social-media-update-2016/120 Pierce lecture – Digital Public Relations. PR Tools: Facebook & Twitter121 https://blog.twitter.com/2014/four-insights-about-millennials-on-twitter122 http://mediakix.com/2016/03/top-instagram-statistics-you-should-know/#gs.rhH_ekA123 http://curated-digital.com/instagram-marketing-millennials-vs-gen-x/124 Pew Research (May 2016)125 www.blog.hootsuite126 https://blog.hootsuite.com/snapchat-for-business-guide/ 127 “How Snapchat Built a Business by Confusing Olds”128 “How Snapchat Built a Business by Confusing Olds”129 Firebrand Group, “The Marketers’ Guide to Snapchat”130 Firebrand Group, “The Marketers’ Guide to Snapchat”131 http://www.emarketer.com/Article/Consumers-Streaming-Periscope-Meerkat/1012562132 http://www.emarketer.com/Article/Consumers-Streaming-Periscope-Meerkat/1012562133 https://www.instagram.com/themichellewie/134 https://twitter.com/4golfonline135 https://www.instagram.com/crossfieldmark/136 Mintel Report137 https://twitter.com/BarstoolBigCat138 http://www.bizjournals.com/milwaukee/news/2017/04/17/u-s-open-will-offer-free-shuttle-bus-rides-to-erin.html139 https://www.facebook.com/pg/SI.Golf/posts/?ref=page_internal140 https://www.facebook.com/pg/foxsports/posts/?ref=page_internal141 https://www.facebook.com/pg/FOXSportsWisconsin/posts/?ref=page_internal142 https://twitter.com/search?q=fox%20sports%20broadcasting%20the%20US%20Open&src=typd143 https://www.facebook.com/ErinHillsGolf144 https://twitter.com/erinhillsgolf145 https://www.instagram.com/erinhillsgolf/146 http://www.foxsports.com/presspass/bios/on-air/shane-bacon147 http://www.foxsports.com/presspass/bios/on-air/erin-andrews148 https://www.instagram.com/erinandrews/?hl=en149 https://twitter.com/ErinAndrews?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor150 http://fox6now.com/2016/11/23/brewers-ryan-braun-teams-up-with-hunger-task-force-to-collect-donations/151 https://brewers.mlblogs.com/ryan-braun-named-brewers-nominee-for-the-2016-roberto-clemente-award-bb6ecc1cb829152 Genard, Gary. “The Four Secrets to Delivering the Right Sound Bites.”

153 Genard, Gary. “The Four Secrets to Delivering the Right Sound Bites.”154 Genard, Gary. “The Four Secrets to Delivering the Right Sound Bites.”155 Pierce, Deb. “Media Relations Unit”156 Zapcic, Cheryl. “Taking the Spin Out of Media Messages: Honesty Matters157 The Four Secrets to Delivering the Right Sound Bites158 The Four Secrets to Delivering the Right Sound Bites159 The Four Secrets to Delivering the Right Sound Bites160 The Four Secrets to Delivering the Right Sound Bites161 When the Media Come to Your Doorstep162 Media Relations in the Social Media Age

Video Sources2016 U.S. Open Final Round Highlightshttps://www.youtube.com/watch?v=TIf6vS2TdzQ&t=22s

John Peterson Hole in One at U.S. Open 2012https://www.youtube.com/watch?v=zrZ-NGPpM4g

2013 U.S. Open Final Round_ Shawn Stefani Hole-In-One on No.17https://www.youtube.com/watch?v=lrhFo7UPIJ0&t=3s

U.S. Open- History Awaits https://www.youtube.com/watch?v=QImjS6-dwao

2008 U.S. Open: Tiger Forces Playoff vs. Rocco https://www.youtube.com/watch?v=iFfCpvT_MV8

“Buckets!” Top 25 Best Golf Shots (17 are holeouts!) 2016 US Open Championship at Oakmonthttps://www.youtube.com/watch?v=o30TwAu4gS8

Erin Hills Websitehttps://erinhills.com/

Paid Digital Activation Sources:Instagram father son: @hahnzoFacebook miller park image: @sang_yvyv

Pitching Kit Sources:All pitching kit information and profiles were retrieved from Cision

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