BANK ONE CORPORATION had developed a corporate marketing strategy of strong commercial tie-ins with national sports properties. With the bank’s first venture into professional golf sponsorship, they were committed to support the tournament with targeted, integrated communications that would not only help sell tickets, but raise overall awareness for featured banking products.

c h a l l e n g e
Increase awareness for the client’s first entry into sponsoring a professional golf event. Requirements for advertising and printed materials would range from direct mail and sponsorship brochures to volunteer applications. The goal for ticket sales was $150,000 and the total package had to be developed and in hand within 50 days.

s o l u t i o n
From research gathered from other PGA events, a strategy to generate ticket sales was developed. A package of communications that targeted golf enthusiasts, customers and non-customers was developed that included sponsorship brochures, tickets, outdoor, print, statement inserts, staff handbooks, newsletters, in-banking collateral, offer driven direct mail and volunteer collateral.

r e s u l t s
The total package was completed in segments prior to the tournament, allowing for successful promotion of ticket sales and awareness. The event exceeded ticket sales by 15% and created a higher traffic flow within regional banking centers prior and during the championship. This allowed for increased customer loyality and product recognition.