May 10, 2022
Social Media Community Building For The Inaugural ClubCorp Classic PGA TOUR Champions Tournament
The ClubCorp Classic, a first-year celebrity and professional golf tournament near Dallas, Texas, saw great success with their social media and digital presence established, planned and managed by The Pollack Group. Running a 3-month campaign with a 28-day ramp-up period leading up to, and during the 3-day tournament in April 2022, the agency generated over 23 million social media impressions, over 2 million video views, and a 200% follower growth in just four weeks.
The Pollack Group’s social media team tactics included content ideation and calendaring, designing a tournament brand aesthetic and color palette, utilizing copywriting to establish a clear, sharp, fun, and concise brand voice for the event, leveraging social media growth techniques to build an audience of DFW-area golf fans aligning with the tournament’s target demographics, and building a social media presence to help augment ClubCorp’s overall social and digital presence.
Working in conjunction with event producer and organizer Mike Flaskey Entertainment and event host ClubCorp, the agency team established a cadence for social channel content that, when combined with content from celebrities, fans, influencers, ClubCorp members, sponsors, and other parties, created a strong buzz and excitement around the event.
The agency designed, launched, and managed the official tournament website for the ClubCorp Classic and developed the website structure, messaging, and page set up to communicate the event’s details, charitable components, and other necessary components.
To support the tournament’s kickoff concert with country music star Cole Swindell, the agency team created social content and provided graphic design direction for the collateral used by event sponsors and ClubCorp, and provided social media content assets to sponsors and other involved parties. The agency also created content for local PR partners and national PR firms to communicate key messaging and share photo/video assets across social and digital media.
To support the organic social media content, the agency managed and created all the creative display ads and PPC ads, and orchestrated the multifaceted paid social campaign on Facebook and Instagram.
The result? A fun, engaging and eye-pleasing brand aesthetic, and rabid social media audience for a first-year golf tournament. Social and digital media has an incredible ability to build and maintain a group of like-minded consumers – seen in how the ClubCorp Classic established a new group of Dallas-area golf fans who will now be making their calendars for late April every year for this new annual celebration of golf and community.
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