LET'S PAR-TEE!

Beyond Limits
January 1st, 2024 - December 31st, 2024

Sutton Montgomery
MKTG 384: Integrated
Marketing Communications Morghan Arias
Elkin Hernandez
James Madison University
Jordan Poehls
Professor Canessa Collins
Jakob Cole
Spring Semester 2023
Mo Ghanem
Table of Contents

AGENCY PHILOSOPHY.............................................................................1
MEET THE TEAM.........................................................................................2-3
EXECUTIVE SUMMARY.............................................................................4-5
INDUSTRY REVIEW...................................................................................6-9
COMPANY DESCRIPTION........................................................................9-11
PRODUCT/SERVICE REVIEW..................................................................12-15
COMPETITIVE REVIEW.............................................................................16-18
BUYER ANALYSIS......................................................................................19-20
1. CONSUMER BUYING DECISION PROCESS.................................21
2. BUYER AND PURCHASE INFORMATION.....................................22
3. CONSUMER PERSONAS..................................................................23
PRIMARY RESEARCH...............................................................................24
PROMOTIONAL PROGRAM SITUATION ANALYSIS...........................25-26
SEGMENTATION, TARGETING, AND POSITIONING............................27-28
MARKETING GOALS..................................................................................28
CAMPAIGN THEME....................................................................................29-30
COMMUNICATION GOALS AND STRATEGIES.....................................30-31
CREATIVE BRIEF........................................................................................32-37
MEDIA PLAN...............................................................................................38
Table of Contents

1. TRADITIONAL ADVERTISING................................................................................39-45

2. DIGITAL MARKETING............................................................................................46-51

3. SOCIAL MEDIA MARKETING.................................................................................52-59

4. SUPPORT MEDIA.....................................................................................................60-65

5. DIRECT MARKETING...............................................................................................66-71

6. SALES PROMOTION................................................................................................72-77

7. PERSONAL SELLING................................................................................................78-82

8. PUBLIC RELATIONS................................................................................................83-87

9. SPONSORSHIP........................................................................................................88-92

MEDIA FLOWCHART........................................................................................................93-94

BUDGET BREAKDOWN AND SUMMARY.....................................................................95-97

MEASUREMENT & EVALUATION...................................................................................98-104

CONCLUSION.....................................................................................................................105

APPENDICES......................................................................................................................106-128

REFERENCES......................................................................................................................129-135
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Agency Philosophy

“New discoveries are reached, only when limits are broken.”

Mission Statement: “To innovate new ideas of implementing marketing strategies and give
our clients an unorthodox way of viewing the marketing landscape.”

Agency Philosophy Statement: We believe in consistent open-mindedness and direct

feedback to get the best result. We want to constantly expand our knowledge of clients and
customers. We strive for excellence by using data and metrics to tell a story. It is important
to our agency that there is continuous innovation to push the envelope.

Competitive Advantage: We focus on building long-lasting relationships with clients to

ensure seamless teamwork for years to come.

"Connecting satisfactory color, simplicity, and subtle

creativity to construct this assignment."
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Meet the Team

My name is Jordan Poehls and I am a junior studying marketing at
James Madison University. I am from Smithfield, Virginia. I am a
member of Sigma Alpha Lambda which is a national honors and
leadership organization. My hobbies include hanging out with my
friends, hiking, and shopping.

My name is Elkin Hernandez and I am from Falls Church, Virginia. I' m

a senior marketing major with a concentration in professional sales.
Outside of academics, I will engage in endeavors that expand my
business acumen, such as reading books, learning about sales, and
connecting with business people.

My name is Sutton Montgomery, and I am from South Hill, Virginia.

I am a junior marketing major and a British communications and
media minor. I am VP Membership for CHAARG, and I am also
involved in SafeRides and Student Ambassadors. In my free time, I
enjoy spending time with my family and friends, traveling, and
playing pickleball. I am looking forward to growing and learning
more duting this project
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Meet the Team

My name is Morghan Arias and I am from South Riding, Virginia. I am

a junior at James Madison University studying marketing with a
concentration in digital marketing. I have a passion for cosmetology
and enjoy spending time with friends. I am also a member of the club
CHAARG.

My name is Jakob Cole, and I am from Richlands, Virginia. I am junior

marketing major. Before transferring to JMU last year, I was playing
college baseball for a small junior college (JUCO) in my area before
being shut down due to COVID. I am a very much enjoyer of
professional sports, and you will probably find me at UREC lifting
weights on my free time.

My name is Mo Ghanem, and I am from Chase City, Virginia. I am a

junior at James Madison University, majoring in Marketing with a
minor in Computer Information Systems. In my spare time, I
typically like to play sports, go fishing, and hang out with friends
and family. A few life goals of mine include owning several
different businesses and providing my family and I with a
luxurious lifestyle.
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Executive Summary
Introduction
The integrated marketing communications plan was created for Mulligan' s Golf Center. The purpose of
the plan is to increase sales while highlighting the facility and its attributes. This plan focuses on the
driving range specifically. Beyond Limits Ad Agency strives to meet the goals set and exceed within the
year of 2024. Mulligan' s Golf Center provides the community with physical activity that is fun for family
and friends. It is an opportunity for people in the area to make memories with one another.

Target Audiences
Primary Target Market: College students that are ages 17-24 who are located in the Harrisonburg area.
The students are seeking fun activities to do with their friends.
Secondary Target Market: Families that are made up of parents who are the ages of 26-50 that have
children located in the Harrisonburg area. These families are looking for activities to do their kids to
build core memories.

Time Period
January 1st, 2024 - December 31st, 2024

Campaign Marketing Goal

Increase sales by 20% from January 1st, 2024 - December 31st, 2024 by focusing on the driving range.

Communication Objectives
The communication objectives were determined by using the AIDA model which is used to increase
awareness, interest, desire, and action. The use of traditional advertising, digitalT marketing, and sales
promotions will be used to increase awareness by 20% in the first quarter of the year. To increase
interest by 15%, direct marketing and social media will be used to reach this goal within the first half of
the year. To increase desire by 12%, support media and public relations efforts will be used to
accomplish this goal within the first half of the year. Personal selling and sponsorship efforts are used
to increase action by 25% within the calendar year. The use of support media and sponsorship will be
used to increase customer loyalty by 30% within the calendar year.

Campaign Theme
Let' s Par-Tee!

Total Budget
$20, 000

Traditional Advertising
Traditional advertising recommendations aim to increase awareness for the driving range. This will be
done through radio advertisements that depict college students enjoying themselves and families
spending time with one another at Mulligan’s. Branded print will also be distributed to college students
that attend JMU, EMU, and Bridgewater.
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Executive Summary
Digital Marketing
Digital marketing recommendations aim to increase awareness for the driving range. Display
advertisements, SEO (search engine optimization), newsletters, and blogs will be used to achieve this
goal. This will expose more consumers to Mulligan' s message.

Social Media Marketing

Social media recommendations aim to increase interest of consumers for the driving range. This will be
accomplished by using social media platforms. Instagram and TikTok will be used to show videos of
customers using the driving range and posting infographics.

Support Media
Support media recommendation will be used to increase customer loyalty and desire of consumers for the
target market. To achieve this goal, drones, banners, and venue signages will be used in the Harrisonburg
area.

Direct Marketing
The direct marketing recommendations aim to increase interest for the driving range. To accomplish this
goal, there will be a direct mailing system which include newsletters and cards to reach people living in
the Harrisonburg area.
Personal Selling
The personal selling recommendations aim to increase the number of customer visits to the driving range.
Personal selling efforts include tabling across college campuses and creating presentations.

Public Relations and Publicity

Public relations and publicity recommendations aim to increase desire for the driving range.
Recommendations include hosting community and charity based events. Press releases will be sent to
local newspapers and television stations to create buzz.

Sales Promotion
S a l e s p r o m o t i o n r ecom mend ations aim t o in cre ase awaren es s for the driving rang e . Th is wi l l b e
a c h i e v e d b y o ff ering pr ice-o ff dea ls and ev en ts suc h as c o nfe ren ce s and wo r ksh ops t o i n crea s e
f o o t t r a ff i c at M ulligan’ s.
Sponsorship
S p o n s o r s hi p r e c ommen datio ns aim t o inc re ase aw a re ne ss fo r t he d riving ra ng e. To acc o mp li s h
th i s g o al , e v e n t spo nsors hips w ill be atta ine d t o host c onfe ren ce s and p artn er o n p rom o ti o n a l
i tems .
Measurement and Evaluation
M ea s u r e m e n t t o ols w ill be used to ev a luat e t he e f fe c tive n e ss o f m ark et in g e ff ort s. Eva l ua t io n
te s ts i n c l u d e c alc ulating ROI, o nlin e s urve ys, K PIs, pr e -t e stin g and p ost -te st in g me t hod s .
 6

Industry Review
Description
I n t h i s i n d u st r y, c ompa nies p rov ide a varie t y of re c re atio na l se rv ice s an d am u se me nt s ervi ces
f o r c u st o m e r s to en joy . T hese serv ices inc lu de bot h indoo r and o ut do or e nt e rta in me n t s u c h as
g o l f dr i vi n g r a nge s, rec reatio nal spo rts le ag u es , fa mil y fu n ce nt ers, g o -k art ride s, e t c. S o me
o f t h e m aj o r p roduc ts an d ser v ices as sociat e d w it h t he indus t ry are co in -ope r at e d ga me s a n d
r i d e s , r e g i s t r at ion for tour namen ts an d mat che s, and f ood and d rinks. Due to a n in c rea s e in
f i tne s s a wa r e n ess, th is in dustr y is be co ming v ery pro fi t able, As t ime g oe s o n, ma k in g th ese
s e r v i c e s m o r e techno log y- based is nec e ssary f o r t he busines se s t o pro sper a nd not fa l l be hi n d
t h e c o m p e t i t i on. Cur ren tly , t h e top playe r in t his ind u st ry is Top G olf. Th is indust ry i s h i gh l y
p r o fi t ab l e b e c ause it attr acts p eople o f all a ge s, bo th yo ung an d old.

Size
T h e r e ar e 6 1 , 3 35 establi shment s an d 58 ,1 37 e nt e rp rise s as of 2023 wit h e x pe ct e d gro w th i n
th e f u t u r e .

Growth
I nd us t r y r e v e n ue g rew at a CA GR of 1 . 0% t o $ 17. 7 billio n ove r t he past five ye ar s, a n d pr o f it
w i l l c l i m b t o 9.3% in 202 3.

Current Trends and Developments

I n c r e as e d f i t n ess aw ar eness.
S m al l , i n d e pend e nt dr iving r anges fa ce pric e pre ssu re fro m in-ma rk e t
en t e r t ai n m e n t c ompan ies.
T o p G o l f c o n t i n ues to m aintain old c u stom ers and g ain n ew one s.
T e c h n ol o g y b ase d g ames have g rown (lase r-t ag ).

Macro-environment Factors and Issues

De m o g r a p h ic
T h e m aj o rity of people in th is in dust ry are ag e d 25-64 w hich mak es up abou t 8 2. 5% o f
t h e ma j o r market s. This age g r oup als o typic ally has hig h dispo sable inco me .
D i s p o s ab le incom e deter mines ho w mu ch/oft e n pe ople w ill spe n d mo n e y o n e nt e rta in men t
s e r v i c e s . The highe r the c onsu mer’s c onfid e nc e, t he mo re dis posabl e inco me wil l be sp en t
o n e n t e r tainmen t.
S p o r t s p articip ation le vels al so de t er mine de ma nd so it is imp ort an t t o incr e ase
aw a r e n e s s of exer cise.
 7

Economic
I n c r e as e s in the tra d e-we ig hted inde x coul d lo we r t he nu m be r o f int e rnation a l vi s it o rs
b e c a us e as th e U S do llar beco me s w ort h more , so ot he r c u rrenc ies will ha ve t o pa y
more.
T h e i n d ustr y ’s sh are of the econo my is in t he middle bet we en de clining and in cr ea sin g,
s o s t ay i ng relativ ely ste ad y. T his put s it be tw e en be ing a t radit io nal se rv ic e e co n o m y
an d a n e w age eco nomy .
T h e m e d ian house hold i ncome in Roc king ham Count y is $ 69 , 52 5.

T e c h n o lo g i c a l
M aj o r i n crease in diffe rent types o f t e chno lo gy u se d for all re c r ea t ional e nt e rt ain m en t i n
o r d e r t o com pete with in-ma rket a t -home e nt e rtainm e nt .
S m al l e n t erta inme nt busin esses that are u nable to affo rd ne w t e chno log ie s ar e go in g o ut
o f b u s in e ss.
P o li t i c a l
T h e i n d ustry is h ig hly f ragmen te d. Expand ing yo ur c o mpan y g lo bally, a s T o pgo l f h a s
d o n e , c an gener ate mo re reve nue .
T h e a ve rage w age of t h is ind ust ry’s e mploye e s in Virgin ia is $18 , 56 3 which i s 7. 2%
l ow e r t han th e ind ustry ’s n ati onal a ve r a ge .
Social
I n c r e as e in leisur e activ ity af te r CO VID-1 9 b y t aking advan t ag e o f c us to m ers '
f am i l i a r ity w ith rem ote c ommu nicat io ns and wide s pre ad s ocial sharing .
F am i l y fun center s add ed mo re soc ial and share abl e gr oup act iviti es .
C o m p an ies in vest in new prod ucts an d se r vice s t o mak e t he m more " share ab le " o n s o c ia l
p l at f o r ms.
M an y p eop le n ow use s ocial medi a and ot he r apps t o re ad o ther s’ rev ie ws b ef o re t he y
b u y.

Cultural
T h e r i s i ng rate o f peo ple p art ic ipa tin g in sp ort s, lift c lu bs, a nd spo rt s c en ter
m e m b e r ships is due to in crease d he al t h an d f itne ss a ware n es s.
T h e y o u th mark et is mor e inte r est e d in video g ames a nd VR ga ming , so t he y ar e th e
s m al l e st seg men t o f this i ndustr y.
T h e r e w i ll be an inc rease in the une mplo y me nt rat e in 2 023 whic h c ou ld be a t h rea t to
t h e i n d u stry as pe ople w ill try to sav e as mu c h mo ney a s t he y c an .
A s p e r c ap ita d isposa b le i n come ri se s ( ex pe ct e d in 202 3), more pe op le will be w ill i n g to
s p e n d m ore on leisure.
 8

Legal
T h e l e v e l of regulat ion is lig ht in t his ind u st ry .
S t at e g o vernmen ts hav e juris d ict io n ov er d isc r iminat io n, like wome n- only or m en -o n l y
clubs.
S t a t e l a ws enact h u nting r eg ulat io ns.
En vi r o n m ental
Th e g ra s s f or golf uses many chem ic a ls t o m a in ta i n p ri stin e co n diti ons whic h ca n b e b a d
for t he e nviron ment an d a nim als .
St at e en vir onment al l aws enact hu nt ing a nd f ishin g r eg ul a tio n s f or c er ta in a rea s o f t h i s
in d us try .

Other Key Factors

The 25-to-44-year-old age group is the largest with 42.1% of the population.
Spend 4. 6% more per dollar on average on entertainment.
People 45 to 64 are the second-l argest demographic, with 40. 4% of the population.
Spend 17.6% more on average on entertainment.
The smallest segment, aged 24 and younger, accounts for 4. 8% of the population.

De m a nd f or R ecrea tional Servi ce s Re m a in s St ron g

Th e st a ndalone go lf driv ing ran ge is a gro wi ng a mu s ement an d re crea ti o n a l se r v ic e
s e g me n t. This seg m ent in cludes go l f se rv i ces pr o v ided t o l o c al go l f c o u rse s.
Ac co r d i ng to the Inter nation al As so ci a ti o n of Am u s ement P ark s a nd At t ra ct io n s , t h e r e
i s a gr o wing focu s on fo od an d bev er a ges to m eet c ha n gi ng c on s um er t a st es .
An e mphas is on y outh sport s, pa r t ic ul a rl y as a w a y t o ea rn c ol l eg e s cho lar sh i p s , h a s
i n c r e as ed dem and for club team s a s op po se d t o t ow n le ag ues .
F i t n e s s and recreat ional sport s cen t ers o ff er a m u l t it ude o f re crea t i o nal ac t i v i t i e s t o
me e t i n creasing s p orts p a rtic ip at io n rat es a mo ng ad ul ts .
 9

This graph is showing the industry’s position relative to the share of the economy, and
capital or labor intensity.
Golf driving ranges and family fun centers are located in the middle of an increasing
and declining share economy.
Golf driving ranges and family fun centers are also more labor intensive than capital
intensive.

Company Description
Mulligan's Golf Center Description and History
S i nce 2 0 0 3 , M u l lig an’ s ha s been a g olf f ac ility, pro sh op, res t auran t , and min iat ur e go lf c o urs e
th a t i s d e di c at ed to pr ovidin g an in viting an d fu n en v iron me nt fo r g olfer s of a ll ag e s a n d
a bi l i t i e s . T h e f a cility is loc ated i n Harr iso nb urg , Vir g inia. M ullig an’s mission is t o de liv er an
ex c e p t i on al e x per ience every time w e have t he o pport unit y b y c ons ist e nt ly se rving our
c u st o m e r s w i t h e nthusias m, re spect, know le dg e, and hone st y. Re ce nt ly, M ullig an' s e x p an ded
th e dr i vi n g r an g e to a d ouble-d ecker rang e f ea t ured wit h the Tr ack M an Rang e . Th is t ec h n o l o g y
a l l o ws c u st o m e r s to imp rov e th eir g olf g ame at any le v el . Mu llig an 's has a kno wle dg e abl e s ta ff
th a t i s r e ad y t o of fer ex cellen t custo me r se rvic e . Whe ther yo u 're loo king t o e njo y t ime wit h
f a m i l y a n d f r i e nd s or t ry ing to imp rove y o ur g olf g ame , Mul lig an's ca n ser ve y ou! (M u l li g an ' s )
 10

Mulligan's Current Status

M u l l i g an ’ s i s do ing fairly well wi th th e re ce nt expan sion o f the dr iving ran ge . They ju s t rec en tl y
o p en e d t h e S m as h Fact ory w h ich is me ant fo r club f it t ing s and le s so ns. Also, t he addit i o n o f
Gr i l l i g an ’s w h i c h is th e res ta uran t loca t e d in t he go lf ce n t e r fo r cu st om e rs t o grab a b it e to
ea t. T h e c o mp a n y is bus iest fo r college stude nt s duri ng t he ac a de mic ye a r which is Au gu st
th r o u gh S e p t e m be r. Whi le famili es are c oming in t he summe r mont hs more oft e n. Ov er a ll ,
M u l l i g an ’ s h as r api d ly gr ow n w ithin r ec e nt ye ar s.

Product Lines
M u ll i ga n s d oe s n ot pro d uce their ow n equip me nt , bu t some p roduc t line s are the mini at ure
go l f c o u r s e , t h e p ro sho p w it h th eir g ive n sele c t ion o f e quipm en t , go lf le sso ns and clu b
f i tti n g f r o m t h e sm ash fa ctory , food fro m G rillig an s, and ga me s and pra c tice usin g t h e
Po w e r T e e T e c hn ology from the d riv in g rang e.

Target Markets
A l i s t o f p o t e n t ia l t arget ma rke ts come out t o be G e n Z, t he you t h, e xi st in g golfe r s wa n tin g
to i m p r o ve , c o l lege stud ents, new go lfe rs t r ying t o ge t int o go lf, an d t he e lde rly.

Marketing Mix

The chart above is depicting Mulligan' s marketing mix.

 11

Swot Analysis

The chart above is an analysis of Mulligan' s strengths, weaknesses,

opportunities, and threats

Positioning
Mu l li g an ’s p o si t ioning is b ased tow ar ds p e ople who want t o le arn an d im pro v e at gol f . I t do es
no t ma t t e r t h e a g e or gende r, just the expe rie n c e i s w he re o ur pos ition in g co me s f r o m. W i th
th e fa c i l i t i e s and t echnol ogy bein g off e re d, from a c asu al a nd pro fe ssio nal st a n dpo i n t ,
Mu l li g an s i s a g reat plac e to pick up a c lub and hit a g o lf bal l for t he first t im e t o g et in to
th e g am e w h i l e also offer ing stat e-of- t he -art t e chno log y t o i mprove t he ir go lf gam e f o r pr o s .

Brand Review
O v er al l , M u l l i g an’ s actua lly has a so lid f ounda t ion a s a bu s ine ss an d pro v ide s ab o ut as m u ch a s
y o u c o u l d w an t as a golf player , n ew or pro. Onc e y ou act u a lly g o t o M u llig ans, c u st o mer s s eem
to ha v e an e n j oya ble time . So, t he pro ble m isn’t Mu llig a n’s its e lf, but all the ot h e r a s pe cts o f
a d ve r t i s i n g an d p rom otion that a ren’ t ge t t ing t he amou nt of tr affic t hat is possible i n s i de t h e
f a c i l i t i e s. W i t h a few tweak s with som e of t he faci lit ie s wit h a new a ppro ac h to m ark et i n g an d
a d ve r t i s i n g c r e at in g a s ocial m edia pr ese nce , M u lligans can co nt in ue t o blossom .
Other Factors
A n o t h e r b r i e f f a cto r that makes M ullig ans wh at it is t oda y i s the own e r’s e xp e rie nce in th e go l f
wor l d . T he o w n ers pro bably hav e 4 0+ ye ars o f e xpe r ie nce e ac h in t he go lf world fro m pl ayi n g as
a n a m at e u r or pr o an d runn ing M ullig an ’s all these ye ar s. Th e c onne ct ion s, e xpe r ien ce , an d
ex p e r t i se ar e t her e.
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Product/Service Review
Product/Service Description
T h e Dr i vi n g R an ge is one of the major act iv it ies t hat M u llig an s offer s. It is a dou bl e de ck er
w i th a t ot al o f 37 ba ys (20 on t he bot to m a nd 17 o n t op ). The bot t om bays have to uch s cree n s
th a t h a v e b e e n in te grated with a techno lo gy c al le d “Tra ck Ma n Rang e ” wh ic h g iv es pr e ci s e
d a ta to t h e g o l fer regar ding th eir h it s! Ano ther feat u re t hat th e bot t om b ay s o ffe r is a s ys te m
c a l l e d P ow e r T ee . This system “relo ads” t he ball fo r yo u, mak in g t he g olfe r's l ife m o re
c o n v e n i e n t . T h e ran ge itself is 300 y ards, f ull se rv ice sna ck bar , and e ve n ligh t ing is o ff ere d
w h e n it g e t s da rk .

SWOT Analysis for Product/Service

Strengths Weaknesses
The tec hn ology th at Lack of t hat t ec hnolo g y
M u l ligan s has inco rpor ated o n all b ays and a dull
f or th eir driv ing ra nge. ran ge .

Opportunities Threats
P o te ntial ren o v ation o f the New and be t t er
dr i v ing ran ge to evolve it te chn olog y for drivin g
i n t o a more “lively ” area rang e eme rg ing re su lt ing
me an ing it w ould attrac t in u pd ate d t e ch nolo gy .
new c lients.
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Key Benefits
T h e s e r v i c e t h at i s pr ovided is very g oo d bec au se of t he kind of t raining ne w em pl o yee s
r ec e i v e , a n d t he techn ology th e dr iving ran g e pro v id e s. This l e ads t o gre at cu s t o me r
ex p e r i e n c e . T h e y prid e th ems elves o n this.

Brand Image
Mu ll i g an s i s m ore t h an just g olf. It ca n re pr es e nt w here fo rt une and lu c k a re b orn by
l ea r n i n g s o me t hin g new .

Positioning
Mu ll i g an ’ s o ff e rs a ch eap , fu n g olfing e xper ie nce wit h t he d riving rang e t hat inco rpo r a te s n ew
tec h n ol o gi c al ad v ance s alon g with p rovid ing t he u se r wit h an in novat ive , int er a ct i ve g am in g
ex p e r i e n c e .

Mullig an 's is posi t io ned a s hi g h s erv ic e/hi gh p ri ce

com pared to its co mpet i t o rs bec au s e no t o n ly a re
custo mers using t o p te c hn o l o gy bu t as w ell a s t he
excel le nt custom er se rv i ce. I t i s r el a ti v el y hi gher i n
pric e compa re d to i ts c om p et it o r s
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Other Factors
U n d e r s t a n d i n g th e sign i ficanc e of t he loc at ion of M u llig an’s and it s advan t ag e o f
h av i n g v e r y few comp etitor s in t he are a. G o od, hig h qu alit y equi pment th at is
r e ad i l y av ai lable to use wi th a n ew , t e chn olog ic ally en han ce d g ami ng e xper ie n ce .
 16

Competitive Review
B e y o n d L i m i t s Ag e ncy deter mined dir ec t co mpe t ito rs by look ing at t he indust r y th at
M ul l i g an 's b e l ong s to a nd notic ing who else se lls s imilar s e rvice s. To de t e rm ine in dir ect
c om p e t i t o r s B ey on d Li mits A gency loo k ed at w ho else was p rovidi n g se rvic es t hat co u l d
f ul f i l l t h e n e e d s of our c ustom ers in a diff er ent man ne r.

Direct Competitors
V a ll e y L a ne s
V al l e y La nes p rovid es bow ling s e rvic e s a nd f o od . The ir sa le s and mark et sha r e co u ld n o t
b e fo u n d . The key ben e fit th at Va lle y L an e s pro vide s is a co u ntry -like fe el . T h ey a re
p o si t io n e d as an affor dable cho i ce . Ad v er t isin g and t he pro mot io nal budg e t c a n n o t b e
as c e r t ai n ed, howev er, based on o ur own due dilig e n ce i t se e ms lik e t h e y h ave n o n e. T h e
p r o mo t i o n pr ogram m ix is n ot app li cable . As far as me dia, t he y do no t h ave an y f o r m o f
s o c i a l me d ia th at w e cou ld fin d. Sin c e we co uld no t fin d any so u rc es o f me dia, th ere were
an y m e s s age s trategies to an alyze . Due t o suc h limi t e d in fo r mation , we ca nno t p ro pe rl y
as s e s s t heir st ren gth s. Ho w ev er, in t erms of t he ir weak ne s se s, t h e ir c u st om e r s ervi ce
s e e ms t o be lackin g. The venue is not mo de rn . It is out dat ed be cause it h a s n o t be en
t ak e n c a re of or reno vated .

F un k y 's S k a ti ng
P e o p l e c ome to th is pla ce to r ol le r sk at e . The ar e a where t hey sk at e c a n b e a ppea li n g in
d e si gn . T hey h av e p arty opt ion s as we ll. Their sale s and ma rk et sha re a re n ot a vai l ab l e.
G r o w t h has d eclin ed p ost-p andem ic, and it doe s no t l ook po p u lar amo ng st lo ca l s an d
c o l l e g e s tuden ts. Th ey ar e pos itione d as a skat i ng plac e but m ostly fo r c hildr e n . T h ey d o
p o st c o n s istently on their F ac ebo ok page . The ir me ssag e see ms t o il lu str at e a fa m il y fu n
e x p e r i e n ce becaus e they post cust om ers sk a t ing aro u nd th e rin k.
 17

Bl u eR i dg e A xe cad e
Bl u e R id g e Ax ecade prov ides arc a de g a mes a lo n g w it h a x thr o win g a n d a n o pt io n f o r f o o d
a n d d r i n ks. Sales an d m arket s ha re c a nno t be ob t a ine d. G r o wth c a n n ot a c c u r a t e l y b e
c on f i r me d , how ev er, w ith a recen t c r e a tio n o f so c ia l m ed ia p a g e s a nd wo r d - o f- m o u t h
c om mun i c atio n, it is saf e to ass um e tha t t he re ha s b een a n i nc r e a se in ov e r a ll g r o w t h . K e y
b e n e f i t s i nclud e a chea p, q uick o pti on fo r e n tert a in me nt . T h ey ha v e nu m ero u s i n t e r a c t i v e
g ame s a n d multip le spor ts fo r cu st o me rs to enj o y t he c la s sic g a me of a x t h ro w i n g . T h e y
a l so ha v e a small r estaur ant to e nj o y t he ir t ime w hile o n a w ell fed st o m a c h . B lu e R i d g e
Ax e c ade i s po sition ed a s a lo cal a rc a d e s pot tha t i s a f fo rda b l e, f un, a nd e ng a g i n g . I t is
w e l co me to all ag es a nd is easy to g et s ta r t ed. Adv er tisi ng a nd p rom ot io n b udg e t c o u ld n o t
b e ob ta in ed . Their prom otion al m i x in c lu des v a r io u s so c i a l m ed ia pl a tfo rm s. Th e i r m e s s ag e
s t ra t e gi e s co nvey custo mers' exci te men t w hen p a rti c ipa t ing in a c tiv it ies . Th e y p r o m o t e
d e al s a n d h olida y e vents to e nco u r a g e m o re peo ple t o c o me o ut . Th e ir stren gt h s i n c l u d e
b e i n g i n an ideal loca tion that is r ig ht in the c ent er of H a rri so nb urg a lo ng wi t h v a r io u s
s t ore s th at at tract cust omers . T he ir brig ht lig hts a nd c r e a tiv e dis p la ys c r ea te a n in st a n t
a tt r ac ti on for p eople drivin g by. T he ir p ric es a r e f a irly ine xpensi v e , a nd t hey o f f e r d o u b l e
t he mon e y fo r new custo mers to ex perie nc e t he fun . T hei r s erv ic es c a n be enj o y e d b y a n y
a ge , gr oup , or per s on. Their w eakn es ses inc lu de be in g a newl y o pen ed bu siness a n d l a c k o f
e x p o su re in the ar ea. Th ey d o not c u rrent l y ha v e a web site . The lo c a t io n is n o t b i g a n d
t he re is a nother a x thro w ing lo cat io n in the a rea .

Indirect Competitors
R u b y ' s A rc a de
T h e y prov ide arca d e enter ta inm e nt w it hin the H arri sonbu r g are a. The a c t ivit ie s
o f f e r e d include a pool table , d ining area , bowli ng , foos ball, bin g o, shuff le bo a rd,
p i n g p ong, and air hock ey. S ale s and ma rk et share c annot be foun d. G ro wt h ca n n o t
b e ac c urately fo un d, h o w ev e r , be ca u se of i t s media prese nc e we c an saf e ly a s s um e
t h at i t has exp erie nced so me growt h in re c e nt ye ars. The ke y bene fit s t he y h ave i s
v e r s a t ility a nd a fford ability . The y a re pos it ione d a s a fri en dly a n d aff o r da ble
o p t i o n . Adv ert ising and pro m ot io n al budg e t w a s not f ound. R e gardin g t he ir
p r o m o tion prog ram mix , they us e s oc ial me dia an d ha ve a we b sit e . The y po rt ra y
m e s s ages thr oug h Faceb ook and Inst ag ram. The po st s they ma k e are u se d to
p r o m o te ev en ts a n d enc ourag e p e ople to vis it . The st reng t hs t hey p ossess in c lu de
p r o v i d ing a joyful, fr iendly g a ming e nvir o nmen t . It cu lt ivat e s a pos it ive , f u n n ig h t
o u t w i th family/ friend s that in c lu d e s mult ip le diff e re nt a ct iv it ies with t he o p tio n o f
d i n i n g serv ices. Overa ll, it pro vide s pe op le wit h an ex hilarat i ng e xpe r ie n ce t ha t i s
a ff o r dable and easy to locate .
 18

R e g a l Ci n ema
Th e y p rovid e scree n ente rtain m ent by show i ng po pula r mo v ies a nd o ff erin g fo o d a s
we l l . R eg al C ine ma is H arris onb u r g’ s lo c a l thea t er. Sa le s a n d m a rk et sha re c o u l d n o t
b e f oun d . Grow th h as dro pped i n r e c ent y ea rs due t o the i nc r e a sing u se o f o n l i n e
st re a ming services, ho w ever , t h ere is g oi ng to b e a n ew dev elo pme nt a r o und t h e a r e a
so i t might increa se w h en t ha t rea l es ta te p ro je c t i s d one. The k e y b enefi t is t h at
R e g al H arris onbur g gives the o l d tra d it io na l c inema expe rienc e. T he y a re p o s i t i o n e d
as a p l a ce wher e fam ilies a nd friend s ca n to g et he r a nd enj o y a c ine ma tic ex p e r i e n c e .
Th e i r budg et could not be asce r ta i ne d bu t it is st ra ng e to us tha t i t c a n n ot b e c a u s e
th e y ar e a compe titor of AM C. We co uld no t f in d a n y a dve rt i sin g its elf . M es s ag e an d
me d i a st rategies are no t appl ic a bl e, we be lie v e they rely o n wo rd o f m o u t h . W e
b e l i e v e that a stren g th of thei r s i s the f a c t they pro v ide a t ra d iti ona l f eel to m o v i e s .
Th e a b ili ty to “trav el ba c k to t h e pa st.” A we a k n ess i s it i s a br ic k a n d mo rt a r .

M a s s a nu t t en
Ma ss an utten Reso rt is a recr eati on a l l oc a t io n t ha t pro v ides i n div idu a ls a f un d ay o u t .
T h e y h a ve a range of ac tivit ies t o c ho o se f ro m in c lu di ng g o lf , s n owbo a rdin g , a n d t h e
wat e r p ark . Sales an d m arket s ha re c o uld no t be found. Gr o wth c a nno t a c c u r a t e ly b e
c on f i rmed, but with re cent a dv erti si n g a nd a n a ct iv e so c i a l me dia a c c o u n t , i t i s
r e as o n able to as sume a sign ific a n t inc r ea se in g ro wt h. K ey ben e f its t hey o f fe r i s an
af f or dable, ex clusive them ed p a rk th a t ho ld s nu m er o u s p e ople a n d h a s a v a r ie t y o f
ac ti v i t i es. They a re positi oned a s a to p o f the l ist a t tra ct io n due it s n u m e r o u s
ac ti v i t i es th at invo lve b eing o u t do o rs and p ro v idin g peo ple wit h ex h i l a r a t in g
e x pe r ie nces. The y a re p riced a b ov e a v era g e whic h g o es a l o ng with the i d e a s o f
p ro v i d i n g high qua lity f or a hi g her c o st . A d v ert isin g a nd p ro mo t io n b udg e t c an n o t b e
ob t ai n e d. Their p romo tiona l mix in c lu de s a websi t e a n d v a r io us f orm s o f so c ia l m e d ia .
T h e i r m es sage stra tegies in clu de p rom o t i ng new, up c om in g ev ents a l o n g w i t h
s how c asing their a ctiviti es tha t c u st om ers c a n pa rt ic ipa t e i n a n d en co ura g e o t h e r s t o
j oi n as w ell. Their streng ths inc lude ha v in g mu lt ip le dif fe r en t ind o o r/ o u tdo o r a ct i v i t i e s
t h at o ther local busines ses do no t h a v e. T heir s erv ic e s o f f er o u t o f t he o r d in a r y
e x pe r ie nces that cust omers enj o y a nd why t he y c o nt in ue to retu rn. Thei r f a c i l i t ie s ar e
f ai r l y n ew w ith u p t o d ate techn o lo g y. T he ir we a k nesse s inc lu de h a v ing hig h e r p r i c e s
t h an ot her com petito rs and re qu ir i ng a lo n g er co m mut e tha n o ther lo c a l o p t io n s i n
Har r i sonburg. Th ey oft en be come b u sy a nd ha v e to dec li ne c u s t o mers' entr y du e t o h u g e
amou n ts of indi viduals that tr avel to t he reso rt .
 19

Buyer Analysis

Gender:
Age: All Genders
College Students: 17-24
Parents with kids: 27 and up
Kids: Ages 8 - 16

Market
Segmentation
Groups Family Status:
College Education: No Kids
Has a degree Have kids still in school
Does not a Degree Have grandkids/young
family members

Income Level:
Area codes: Less than $50,000 per year
Greater than $50,000 per year
22801
Over $100,000 per year
22802
22803
22807
 20

User Profile 1

College Students:
Demographic: Aged 17-24, low discretionary income
Geographic: Harrisonburg, Virginia
Psychographic
Values: Academic achievement, personal growth
Lifestyles: Schoolwork, Social Activities
Personalities: Extroversion/introversion, Shy/Assertive
Behavioristic: Social Shoppers, Budget Conscious

User Profile 2

Families:
Demographic: Aged 27 and up with kids
Geographic: Harrisonburg, Virginia
Psychographic
Values: Affordability, High Quality, Convenience
Lifestyles: Golf Enthusiasts, Active/Outdoor oriented
Personalities: Passionate, Adventurous, Social
Behavioristic: Value Conscious, Community Participants, Engaging
Activities
 21

Consumer
Buying
Con sume r vie w s Mullig an's on it s we bsi t e an d i s
Decision 1 ve ry ple ase d wi th re vie w s and se rvic e offer s

Process

Co n su m e r e v al ua tes M ullig an's brand by it s

c o n s u me r r e v i ew s pos ted on other sites an d 2
s oc i al m edia com men ts.

3 Cons ume r de cid e s t o visit M u llig an's an d pa y

for g olf se rvice .

C o n s u m e r f ollo ws Mull igan 's o n Ins t ag ra m a nd

r e c e i v e s u p da tes. Th ey tell th e ir frien ds t o v isit t he 4
Mullig an 's and its website .

Co n sumer post s g ood rev ie ws abo u t Mul l i ga n 's

5 and lik es Mu lligan 's soci al me d ia po s ts .
 22

Buyer and Purchase Information

Who Buys the Who Influences the Who Makes the

Product or Service? Purchase Decision? Decision?

P eo p l e t h at b u y t h e golf ing Family , friends, kid s, an d Pare nt s, re ti re es , an d

s e r v i c e a r e pare nts, soc ia l media colle g e st ude n ts
st u d e n t s , a n d re tirees

Factors that Influence the Buying Decision

D emo gr ap hic:
Ag e: 1 6 -6 5
Mal e/ Fema le
G eogr ap hic:
Zip co d es : 228 01 , 228 02 , 228 0 3 , 2280 7
P sy c hog ra phi c :
Ex tr o verted, q ua lity, a f f o rd a bil ity , a c ti v e
B ehav io r:
Co m mu nity par tici pa t ion , s o c ia l a c t iv iti es , s por t pa rt ic ipa t io n

Problem Solving Purchase Key Factors

T h e b u y i n g b e havio r is It is a high- Ke y fa ct o rs t he
c h ar ac t e r i zed by involv e me nt pur c hase influe n c e bu yer
e x t e n d e d p roble m bec a us e t he se rvic e is be hav io r a re per s o n al
s o l v i n g due to impo rt ant t o t he and s oc ial pre s s u re,
c o n s um e r s p u r ch asing con sume r since t he y co n formi t y,
t h e go lf i n g serv ic e are us ually trying it per suasion , e go ,
i n f r e q ue n t ly or fo r t h e first t ime . famil y , and fri en d s .
u n f am i l i arly
 23

Consumer Personas
The first pe rson a is B r ad w ho
is a c ol leg e stud ent a t JM U
wan ts beco m e m o re a c ti v e
an d lo oki ng for a fford ab le
pl a ce to go . H e w ants to se e
wh a t th e c om m un ity h a s to
offe r and i s g ettin g b or ed of
th e cam pu s ac t ivi tie s . Br a d
i s lo oki ng f or a ne w p l a c e t o
go w ith frie n ds .

Th e l ast tw o per so na s
repr esent t h e id eal b u ye r
th a t co mes from th e
sec o nd ary targe t ma rk et
wh i ch i s fa m il ie s. Jo e and
Jan e are l o okin g f or a
rec reati on a l a ct ivi ty t o do
with th eir k id s. T h ey are
l ook in g fo r a pl a ce t ha t is
l oc a ted wi t hi n tw o ho u rs of
them . Th e se pa rent s a re
l ook i ng to ta ke a brea k fro m
wor k an d d oi ng s ome t h ing
fun wi th th eir fam ilie s .
 24

Primary Research
Mu l l i g an ’s i s a hig hl y rated business and has t he r e vie ws t o back t hat up. Th e s ervi ces a n d
p r o d u c t s o ff ered ar e top notch a nd pro vid e e ve ryt hin g you c ou ld n e e d t o st ar t y o urs el f a n d
m as t e r y o ur g o lf ca reer. Wit h consis t en t 4– 5-star rat ing s a cross sev er al we bsit e s, cus to m ers
l e av e s at i sf i ed w ith memo ries th at will last a l ife t ime .

A c o m m on s t at ement th at was r ecurr ing was t he fact t ha t t he se familie s t alk e d ab o u t ho w i t

h a d so m e t hi ng to d o f or the w hole f am ily. The min i go lf for kid s, t he dr iv in g ra ng e f o r a dul t s
a n d g r an d p arent s, a nd the res taura nt f or whe n you r day is do ne . One r ec omm e n da ti o n th a t
s o me r e v i e w s me n tioned is the lack of dé co r. T he se rev ie w s c ame fro m 20 1 9 -2 02 1 s o
i m p r ov e m e n t s h ave been mad e. B ut bas e d on re ce n t re vie w s w it h t he re n ova ti o n s o f n e w
te c h n ol o g y i n the driv ing r ang e a nd g r owt h in all ot he r areas, Mu llig a n’s ma ke s sure to k ee p
4 - 5 - st ar r a t i n gs .

M ullig an' s G olf Re v ie w s

Infor mation fou nd o n Ye lp, G oog le , and F ace B oo k

 25

Promotional Program
Situation Analysis
Media Strategies
On e of t h e m e d ia s trateg ies used by Mu ll ig an’s is soc ial media. R ega rdin g Fac e boo k , M ul lig an ’s
d o e s n o t p o s t consist ently. T h eir la st po st w as on J anu ar y 13t h. The y m ainly adv er t i se th e p ro
s h o p a n d t h e restau rant on th e plat f orm. Mu llig an’s has 3, 00 0 fo llowe rs on F ace bo o k. T h ey
h a ve i n c l u de d inform ation about the ve nu e i n t he ir i nt rod uct ion se ct ion . T he y h ave a rat in g o f
2 . 4 an d 2 4 4 r ev iews. Th ey sh ould us e F ace bo ok more o fte n t o pro mot e day -t o -day a cti vi ti es
s uc h as t h e d riv in g rang e a nd m iniatu r e go lf. On In st ag ra m, t he y also do not post c o n s is t en tly .
M es s ag e s a r e not cons istent a cros s all so cial me d ia plat f orms. The y have 21 1 f ol lo wer s o n
I n s t a gr am w h i ch i s a sig n ificant differ e nce fr om Fac eb oo k. Mulligan’ s h as a L ink e dI n b u t t he y
d o n o t p o s t o n it oft en. Link edIn ha s bee n a main s ou rc e of po st ing co nfe re nc e s a n d e v en t s fo r
p r o f e s si o n al s . It build s an onlin e net wo rk o f peo p le wit hin t he c om munity . If M ul lig an ’s wa s
m o r e a c t i v e on thi s p latfo rm, we be lie ve tha t t he y c ou ld promo te mo re t o bu s in es ses fo r
c o r p o r at e e v e nts . M ulligan ’s is startin g t o p ost on TikTo k, but on c e ag a in it is n ot co n sis te n t
wi t h t h e o t h e r socia l m edia platfo rms. Ot he r fo rms of me dia in clu de ne wspaper a ds , ra di o ,
tel e v i si o n , an d w e bsites tha t re lay inf ormat ion to c ons ume rs.

Message Strategies
A s fa r as m e ssage strate g ies, th ey d o n ot ha v e a slog an . If t he y ha d a slog an, it c oul d l ea ve
a m e m or ab l e impac t on th ei r cu stome rs . Their me s sag e s ac ross me dia out le t s are n o t
c o n s i st e n t an d do no t port ray th e sa me me a ning s. A s it app e ars, t h e y do not ha ve a s e t
m e ss a ge s t r at e gy.

Promotion Mix
M u l l i g an ’s h as d on e adv e rtisin g with Daily Ne ws Re cor d, H a rriso nbu rg Chambe r of Co m me rc e,
PGA . c o m, V i r gin ia.o rg, G olfPa ss, and TripAd visor . One of t he sales pro mot ion s th at Mul l iga n ’s
h a s i s a l o yal ty pr og ram w hich states f or ev ery $ 1 t hat is spe nt on me rc h andise i n t h e go lf
s h o p y o u e ar n 1 loy alt y poin t. They a lso of fe r Ran ge Me mbershi p card s that h ave five d i ff eren t
l ev e l s of m e m bers hip s. Per son al sellin g is d one t hroug h clu b f it ting s and se lling e q ui pm en t. A
s ou r c e o f p u b lic rela tions is WHS V 3 new s c han ne l re p ort ing a bou t n e w re n o vat ion s. W e co u ld
n ot f i n d an y t ype of d irect ma rk etin g . A fo rm o f dire c t m arke t in g tha t they e nga ge i n is t h e ir
em ai l l i s t . C u stom ers ca n sign u p for e mails t o ge t n ews on sa le s, le ssons, and mo re.
 26

Previous
Ads
 27

Segmentation, Targeting,
& Positioning
Primary Target Market
C o ll e g e S t u de nts
D e m o g r ap hics:
C ol l e ge st udents th at a t ten d Ja me s M a dison Un ive rsity, Eas t e rn Me n no nit e U n i ver sit y,
an d B r i dg ew ater C olleg e.
Ag e s 1 7- 24 w ith the av er ag e age being 2 0
S e e k i n g a college d egree
Ma l e a nd Female
G e o g r ap h i c s:
Lo c at e d in th e z ip cod es of 22807, 2 280 2, a nd 22 8 12
P op u l a t ion s in t he g eogr aph ic zone are as f ollows :
JM U : 21,596
E MU : 1 ,342
BC : 1,450
P s yc h og r ap hi cs: C olle ge Stud e nts who are more ex t rove rt ed. The y value f u n, co m m un it y,
a n d c o n v e n ien ce
B e h av i o r i s tics: U sually p artic ipate in g roup a ct iviti es su ch as fo ot b all g am es, s pen din g
t i m e w i t h f riend s, and t ryin g n ew ac t ivitie s.
Secondary Target Market
Fa mi li e s
D e m o g r ap h i cs:
P a r e n t s ag e s 26- 50 who h ave childr en
G e og r ap h i c s
Z i p c o d e s 2 2807, 22802, and 22 812
P s yc h o g r ap hi cs: F amil ies wh o en joy doin g ac t ivit ie s wit h one ano t he r.
B e h av i o r i st i cs: P artici pate in fam ily e ve nt s su c h as soc c e r game s, bo wling, a n d o the r
r e c r e at i o n al act ivities.
 28

Target Audience Rationale

Co ll e g e S t ud e nts w ill b e the p rimary targ e t m ark et f or t his plan . T his de m og raph ic m a ke s up
a g o o d p o r t i on of Harr isonb urg's po pulation . A cc or ding to Dat a U S A, J am es M a di so n
Un i v e r s i t y h as ar ound 2 1,596 s tudents en rolle d ( 202 0). Whi le East ern Me nno nit e U n iver s it y
a n d B r i dg e w a ter C olle g e are a roun d 1 , 40 0 stu de nt s e a c h. The se st u dents live c lo s e by
Mul l i g an ' s m a king it a n e a sy com mut e . Colle g e st ud e nts are act iv e and e xt rav e rted . T h ey
va l u e f u n , c ommu nity, an d c onv en ienc e. The y t ypical ly e njoy han g ing o u t wit h fri en ds a n d
p a r t i c i p at i n g in soc ia l a nd athlet ic eve nt s. Mu llig an's is we lc ome t o anyon e wit h an y s kil l
l ev e l m ak i n g i t com fort able plac e for frie nd s t o s pen d t im e with o ne a n ot h e r. Re fere n c in g
Ha r r i s on b u r g D emog ra phics , th e tot al nu m be r of family h ou se hold are 9, 258 whi ch a l s o
m ak e s u p a go od p art of the ar ea . F ami lie s valu e s pe ndin g t ime wit h one ano t he r an d m ak in g
m em o r i e s e sp eciall y w hen it is an experie n ce t hat e ve ryo n e can e njo y. T he se fa milies us ua l ly
p a r t i c i p at e i n oth er ac tivities in clud in g soc c e r g ames and bo wling .

Positioning Strategy
Mul l i g an ’ s w i l l be po sition ed, p articu larly t he dr iv ing ra n ge , by price /qua lit y be c a us e
th a t i s t h e c r iteria th at colleg e studen ts and fa milie s loo k for whe n de ciding o n a
p u r c h as e . R e f er en cin g The in fluence o f se rvice qu alit y, u n ive rsit y ima g e o n st ud en t
s a t i sf a c t i o n an d stu dent l oyalty , co lleg e stude nt s a re no to rio us fo r not h av ing th e
h i g he st i n c o m e, so w hen they c an affo rd qu alit y, t he y w ill g o a f te r it (201 9). Mu lli ga n 's
p r o v i de s g oo d fun with out bre aking the ban k . Familie s are more mo t iv at ed by qu a lit y o f
s er v i c e . M u l l i gan 's is kno w n f or p rovidi ng e xce lle nt se rvi ce . Acc ording t o a Y e lp revi e w,
"T h i s p l ac e i s grea t! We c a me h er e on a Sa tur day wit h t he f amily an d e njo ye d t h e
a tmo s p h e r e . We li ve in D C an d th i s is com parabl e to Top G olf, bu t wit h b et t e r se r vi ce!"
( 2 0 2 2 ).

Marketing Goal
I n c r e ase s ale s by 2 0% fr o m Ja nu ary 1s t, 2024 - D ece m ber 31st, 2024 by
f oc u s i ng o n t he d r ivin g r a nge.
 29

Campaign Theme

Let's
Par-Tee!
 30

Rationale
T h i s t h e m e w as ch osen t o reco gnize M u llig an 's re ce nt 20t h ann ive rsary . It is a spe ci a l
o cc as i o n t o h ig hl igh t M ulliga n's years o f su c c ess an d g row t h. The t he me app e als t o b o th
c ol l e g e s t u de nts a nd loc al fam ilies bec au se it i s promo ting t he ide a of a g oo d t im e t o b e
h ad w i t h fr i e nd s a nd fa mily. The th em e is a pla y of w ords u sing go lf t ermino log y whi ch
r ep r e s e n t s M ullig an's Go lf Cent er. It allu des t o havin g fu n an d mak in g me m ories with o n e
a n o t h e r , an d M ullig an's h as do ne th at for t h e p ast 20 ye ars.

Communication Goals
and Strategies
T h e c o m m unica t ion goal s and s trateg ies we re d e term ined using th e
A I DA Mo del in r egar ds to the Mu ll iga n 's d ri v ing ra nge.

Awareness
I n c r e a s e the perc entage of co nsu me r s in t he Gen Z and Yout h mar k et s who ar e
aw ar e b y 20% fo r the d riv in g rang e by usin g t radi t ional a dve rt i sing an d dig it a l
ma r k e t i ng w ith in th e fir st quar ter of t he ye ar.
T r ad itional a dv ertisin g - use radio a ds an d prin t ads t o t ar get bo th se g men t s
Di g i t a l marketing - use SE O, disp lay ad s, an d e mail to t arg et s pe cific se gm en t s
I n c r e a s e the perc entage of co nsu me r s in t he Gen Z and yout h mar k ets who are
aw ar e b y 15% fo r th e driv in g ra ng e by usin g sale s p romot io ns w ithin t h e f ir st
q u ar t e r of the ye ar.
S al e s p romotion s - Pri ce-of f de als and e ve n t mark et in g e ve ry fe w mo n t hs.
 31

Interest
In c r e ase th e perc enta ge o f co n su me r s in t he Gen Z an d Yo u t h in te re st by 1 5 %
f or t he d riving r ang e by dir ec t ma r k e tin g a n d so c ia l me di a wit hin t he f ir st h al f
of th e year .
Di rec t ma rk etin g - Ta r g et bo t h ma rk e ts b y d ire c t m a il a nd us ing SM S t e x t
mess a gin g s ystem .
Soc ia l Media - Us e Insta g ra m a nd T ik T o k to post r e la ta b le c on te n t t o ta r g e t
coll eg e stu dents.

Desire
I n c r e ase the perc entage of co nsu me r s in t he Gen Z and Yout h t hat d e sire by
12 % f or th e d r ivin g ran ge by u sing su ppor t me dia and pu blic r e la t ion s wit h in
t h e f ir st h alf of the y ear
S upp ort media - use ven ue sig n ag e in the H arr isonbu rg are a t o targ e t
f amilie s
P ublic relations - 5k Run and f u ndra is e rs fo r child re n's or ga nizat i ons to
t a rg e t families

Action
I n c r ea se the numb er of c usto m er vis it s by 2 5% for the drivi ng rang e by pe r so n a l
s e l l i ng a nd spons orship with in t he c ale ndar y ear.
Pers on al selling - tablin g acro ss c amp uses an d c rea ting pre se nt atio ns fo r
s tude nt org aniz ation s to t ar g e t co lle ge st ude nt s.
S pon sorsh ip
I n c r ea se custom er loy a lty in t he Gen Z and Yout h mar k e ts by 30% for t he dr i vi n g
r a n g e by suppor t media and sp o nso rship w it hin t he c ale nda r y ear
S upp ort med ia - use aer ial dro ne s an d ban ne rs t o t arge t c olle g e st u den t s
S pon sorsh ip - p a rtner wit h s ponso r to host e ve nt s and me dia sp onsor s t o t arg et
s pec if ic market s
 32

MULLIGAN'S
CREATIVE BRIEF

Prepared by:
 33

Problem to Be Addressed:
T h e m ai n p r oblem that M ulligan's is the abilit y t o in cre ase sal e s vo lu me . This w il l b e
r e s o l v e d b y focusin g o n t he d rivin g ra ng e while t arg e t in g c o lle g e s t ude nt s and f am i li e s
i n t h e H ar r i son bur g are a.

Communication Objectives

Increase the percentage of consumers in the college student and

youth markets who are aware by 20% for the driving range by
using traditional advertising and digital marketing within the first
quarter of the year.

Incr ease th e pe r ce nt a ge o f c o nsu mer s in the colle g e st u d en t a n d

y out h in terest by 1 5% for t h e driv in g ran ge by usin g dir ec t ma rk e ti n g
a nd s ocial media within t he fir st half of t he ye ar .

I n c r e ase t h e p ercent ag e of cons umers in the colleg e st ud e nt and

y o ut h t h at d e sire b y 12% for the dr iving rang e by u sing supp o rt
m e d i a a n d p u blic relatio n s wit hin the f irst half of t he ye a r.
 34

Incr ease t h e nu m be r of c usto mer v isit s by 2 5% f or t he dr ivin g ra n ge

by us in g personal selling a nd sp onso r ship wi t hin the ca le ndar yea r.

I n c r e as e custom er loya lty in the c ol le g e st u de nt and y outh

m ar k e t s b y 30% for th e dri v ing r ang e by su pport me dia a nd
s p o n sorsh ip by hav ing a g uest come t wice a m ont h.

Inc reas e the p erce nt ag e o f c ons ume rs in t h e coll e ge stud e n ts a n d

y o uth m arke t s who a re aw a re by 15% for t h e dr iving ran g e by
usin g sale s pro mot io ns wit h in t he first q u art e r of t he y ea r.
 35

Target Audience

College Students
Ages 17-24
Zip codes: 22807, 22802,
22812
Extroverted
Regularly active

Families
Ages 6-60
Within 2 hour radius
Friendly personality
Enjoys leisure activities

What they currently think?

Looking for a place to have fun, but a

welcoming environment to learn with
family & friends.

What they would like them to

think?
Mulligan' s Golf Center is a great place to
learn and make memories and they will
continually go there because good
experiences in the past.
 36

Product Positioning Campaign Theme

P o s it ioning : A p lace whe re

family an d frien d s g ath e r
Let's Par-Tee!
and m ak e memo ries.
Sto ry : Try So m et hing N e w. .. Co m e to
Mulligan 's or Impr ov e o n yo ur G ol f Sk i l ls
S e l ling Id ea: Afford ability ,
wit h F rien ds and F amily !
Lo c at i on, A dv anced T ech no logy,
P h y sical E xercis e, Spend ing
T i me w ith F amily a nd Fri end s

Advertising Appeal Message Strategy

H umo r - evok es feelings of
e n j oy ment. A lso , it is mo re
l i kely t o be shared w ith
frien ds.
E mot ions - emo tions
r e son ate with co nsumer s.
Le ad to word - of-mo uth
com municatio n.
Use of the service will provide
entertainment for friends and family,
getting more active, and learning about
golf. The rationale is that new
experiences provide satisfaction of
learning something, better for
mental/physical health. Appeal is meant
to be family and friends-oriented while
adding humor and novelty that is eye
catching to the viewer.
 37

Creative Executional Framework

H um o r Demonstration Testimonial

Easy way for Visual of how Visual of how

consumers to driving range is not driving range is
remember based on skill to not based on
Mulligan's encourage anyone skill
to come.

Creative Considerations
Set Colors: Indicated in Mood Board
Tone: Since re & H one st

C laim s: Con siste nt thro ughou t adve rt ise me nt s

Prom is es: Ensu r e me morie s & fu n

Type s of Graphi cs: St ic k e rs, Rack C ards,

Bro c hu re s, Soc ial Me d ia Ads, B illbo a rd C reat io n s

Creative Tactics

Eye Catching Headings to Gain Attention

Message is Consistent & Strong to Spread Awareness
Aesthetically Pleasing to the Eye
Energetic Advertisements
Encouraging for People to Play Golf
Use of Advertisements is Right for Target Market
Customer Reviews are Highlighted
 38

Med ia
Plan

Prepared by:
 39

Traditional Advertising

M u l l i g an ’ s c o m m u n i c a t i o n o b j e c t i v e i s t o i n c r e a s e t h e p e r c e n t a g e o f c o n su m e r s in t h e C o l le g e
a n d F a m i l y m a r k e t s w h o a r e a w a r e b y 2 0 % f o r t h e d r i v in g r a n g e b y u s in g t r a di t i o n a l
a d v e r t i s i n g a n d d i g i t a l m a r k e t i n g w i t h i n t h e f i r s t q u a r t e r o f t h e y e a r . T h e i r c a m p a ig n t h e m e
“ L e t ’ s P a r - T e e ” i s h i g h l i g h t i n g M u l l i g a n ’ s 2 0 t h a n n i v er s a r y . T h e t h e m e i s i n c o r p o r a t ed in t o
t r a d i t i o n a l a d v e r t i s i n g b y p r o m o t i n g t h e i d e a o f h a v i n g f u n w i t h f r i e n d s a n d f a m i ly . T h e s t o r y
t o t e l l is a b o u t m a k i n g m e m o r i e s w i t h f r i e n d s a n d f a m i l y w h i l e a l s o t r y in g s o m e t h in g n e w o r
improving your golf skills. To reach the target audience Mulligan’s could use the radio to
a p p e a l t o t h e y o u t h m a r k e t . M u l l i g a n ’ s w i l l c r e a t e a f u n a n d u p b e a t r a di o a d v e r t i se m e n t t h a t
r e p r e s e n t s t h e y o u t h m a r k e t . P a r e n t s w i l l h e a r t h e r a d i o a d a n d i t w il l e n c o u r a g e t h e m t o
c h e c k o ut M u l l i g a n ’ s . M u l l i g a n ’ s G o l f C e n t e r p r o v i d e s a g r e a t o u t l e t f o r k i d s t o e x p e r i e n c e a n
a c t i v i t y . T h e r a d i o a d v e r t i s e m e n t s w i l l b e p l a y e d w h e r e t h e r e i s t h e m o st f o o t t r a f f i c d u r i n g
the day. Mulligan’s will focus more on the youth market during the summer months, whereas
t h e f o c u s o n c o l l e g e s t u d e n t s w i l l b e d u r i n g t h e f a l l a n d s p r i n g m o n t h s. M u l l ig a n ’s w i l l t a r g e t
c o l l e g e s t u d e n t s b y u s i n g r a c k c a r d s a n d p r i n t a d s t o d i s t r i b u te t h e m a r o u n d c a m p u s .
M u l l i g an ’ s w i l l o f f e r “ S t u d e n t N i g h t ” w h e r e s t u d e n t s c a n g e t a d i s c o u n t t o e n c o u r a g e t h e m t o
c o m e t o M u l l i g a n ’ s . T h e y w i l l a l s o i n c l u d e a c o n t e s t f o r a g r o u p t o w in a f r e e p a r t y a t
M u l l i g an ' s s o t h e w i n n e r c a n e x p e r i e n c e t h e e n v i r o n m e n t a n d s h a r e w i t h o t h e r s a b o u t t h a t
e x p e r i e n c e . T h i s f i t s i n w i t h t h e i r c a m p a i g n t h e m e o f c e l e b r a t i n g t he a n n i v e r sa r y w h i l e h a v i n g
fun with friends. These branded items will be distributed across campus to increase awareness.
 40

Traditional Advertising
Objectives
, M u l lig a n’s w ill b e able t o con tinue t o a dve rtise ye a r ro un d t o their sec o nda ry t a r g e t
ma rk e t of th e loc al kid s and f amilies in t he H a rri s o nb u r g a rea while a lso bei ng a b l e t o
pu t f or t h m o re r esour ces and adv ert isem en ts a round t he t i m e their m a in ta rg e t se g m e n t
of col le g e s tudents com e back to ca mpu s in t he f a l l a nd the st a r t o f wa rm s p r i n g
w ea th e r af ter spr ing br eak . W ith t he c o rrec t f requ en c y , Mul lig a n’s c a n m a x im ize t h e i r
l is t en e rs t o ensur e their mone y spen t is no t g o ing to wa s t e .
S t r a t e g y 1 : Crea te a radio adve rt ise me n t t hat ap pe als t o a nd e mpha size s the k id
fr i e n d l y appeal and acti vities inv olving t he Mini- G olf cour se . U se an u pbe at vo ice
an d t e m po, ch eerful an d par ty-lik e so u n ds, w hile offe r in g a pe r ce nt age disc o un t i f
y o u b r i n g 4 or mor e fa mily m em ber s a t o nc e. Using t his will c a t ch you r ch il d’s
at t e n t i on and a ttract th eir focu s to list en in g while o ffe rin g a cash di sc ount o f s o me
s o r t t o a pp eal to the ad ults in the v ehic le /where ve r the rad io is be in g playe d.
T a c t ic 1: C rea te a radio a dve rt is e me nt to be playe d in the mor ning s ar ou n d 7 -8
A. M . an d 5-6 P.M . w h en k id s a re b ei ng ta ke n t o schoo l and ad u lt s leav ing w o rk,
t o m a ximize pot ential lis tener s.
T a c t ic 2: C rea te a set of mu lt iple r adio ad ve rt is em e nt s t o be u se d repea ted l y
an d pla y ed year roun d w hile cre ative focus g oe s int o c re at in g ne w and impr o ve d
r ad i o ads to be pl ay ed i n th e h eig ht o f t he ir pu lsing sc he duling p at t e rn.
T a c t ic 3: Crea te ra dio ad s inv o lving c a rt oo n or k iddish a ppe al/c hara ct er s th at
w i l l br ie fly inform about th e fun of M in i-g olf at Mu llig ans.
S t r a t e g y 2: Crea te a rad io a dve r t ise me n t t hat in vo lve s a n app ea l t o c o ll e ge
s t ud e n t s in the a rea an d th e fu n t he y c o u ld hav e wit h fri e nds. U se a c o l le ge
s t ud e n t ’ s vo ice in t he ad verti se me nt t alki ng ab ou t t he ad u lt fu n an d be ve r ag es
w ai t i n g fo r th em a t M ulliga n s. Play off t he “ Le t’ s P ar-t e e !” t he me Mullig an ’s wi ll
h av e b e e n using.
 41

Tact ic 1: C rea te radio a d v e rtis em ent s to b e p la ye d d urin g liv e J M U s p o r t i n g

e ven ts over th e in terco m t a l k i ng a b o ut M u ll ig a ns.
Tact ic 2: C rea te radio a d v ert is e men t s to be pl a ye d i nsid e UREC a l on g s i d e t h e
music and other adver tis em e n ts bei ng pla ye d.
Tact ic 3: M ak e m ore co lle g e- a ppe a ling s c ena rio s i nside ra di o a d v er t i s e m e n t s
i nvo lving bev era ges , other co ll e g e k i ds, m usi c , pa rt y l ik e sc ena rio s, a n d m o r e t o
be play ed across H a rris on bu r g .

O b je c t i v e 2 : D istribute bra nded p rint t o c o lle ge st u de nt s t hat at te nd JMU , EMU, a n d

B r i d g e w at e r in th e z ip code s 22807,2 280 2 , an d 2281 2 . To inc re ase awar en e ss of th e dr iv in g
r a n g e a t Mu lli gan’ s Golf Ce nter by 1 0% foc us ing on t arg et in g t he Ha rrison b u rg a n d
B r i d g e w at e r a rea by D ec ember 2 0th , 202 4. The b rande d it ems w ill b e give n by u sing a pul s i n g
s ch e d u l e d u r ing t he spr ing and late f all seme st e r s.
S t r a t e g y 1 : C rea te ra ck ca r d s wit h Mulli g an’s G o lf Ce nt e r L og o and a me ssag e t ha t s a y s
“ S t u d e n t Nig ht! B r ing a f rien d a nd g e t a fre e bu ck e t o f go lf bal ls for t h e dr iv in g r a n ge !”
T h i s w i l l gra b studen ts’ atten tion, e sp e cially if t he y are wan t ing t o do som et hi n g wi th
f r i e n d s , and en cou rag e them to c ome . St u dent nig ht w ill o c cur e ve ry Th u rsda y f ro m 3 -6
P M i n t h e mon th s of A p ril an d Septe m be r 2 024.
T a c t i c 1: Distri bute rack ca rds at public sp ac es on colle g e ca mpuses s u ch a s
l i b r ar ies, dinin g h a lls, an d stud e nt c en t e rs.
T a c t i c 2: R a ck c ard s w il l inc lu de t he ad dre s s, hour s of ope rat ions, dat e o f S tu den t
N i g h t , an d social m ed ia h and le s .
T a c t i c 3: R ack cards will inc l u de a Q R c ode t hat st ud e nt s can sc an t hat w i ll ta k e
t h e m t o the website .
S t r a t e g y 2: C reat e p rin t ad s w it h Mu l lig an’s Go lf Ce nte r L ogo an d a me ssag e th at s ays ,
“ W i n a p art y fo r a g r oup o f 6 at t he drivin g ra ng e !” for 2 hours by e nt e rin g a co n te s t o n
t h e w eb s ite. It w ill e ncou rag e stu dent s t o look at t he w e bsit e no t only for t he co n t es t b ut
w h at o t h e r things Mulliga n’ s has to off e r. The con te st w ill ru n from M arch 1 st - Ap ri l 1 st ,
2 0 24 .
T a c t i c 1: D istr ibute p rin t a ds in s t u de nt ma ilbo xe s on co lleg e cam puse s.
T a c t i c 2: A ds w ill include a Q R c o de t ha t allows st u den ts t o e n t e r t he c on t es t .
T a c t i c 3: The contest will co lle ct name s, e mail a ddr e sse s, and re s ide nce s to bu i ld a
d at ab a se of poten tial c ustome rs.
 42

Budget

T o t a l spent = $1 ,100
Rad io
W X J M 88 . 7 (J MU C ollege Radio ) = $2 50
10 4 . 3 K C Y (iHear tM edi a) = $1 50
9 3 . 7 N o w (iHeartM edia ) = $40 0
P r i n t Adve rt ise me n ts
R ac k C ards (Fed E x) = $ 150
P o s t e r Ad s (F ed E x) = $ 1 50
 43

Rationale
Mu l l i g an ’ s w i l l impl emen t v ario us for ms of t radit io nal ma rk et ing l ike p rint ads and ra di o due
to t h e f ac t t h at tr adition al exp loits h a ve advan t ag e s t hat ot he r f orms o f adve rt ising do n ’t.
Fo r e x am p l e , t he r adio is very popula r wit h many pe o ple list e ning t o it while t h e y dr iv e o r
wo r k . T h i s d o e sn't onl y a pply geog r aphica lly bu t t o Ame ri ca as a whole, re fle ct ing its u ti li ty.
Mu l l i g an ’ s sh o uld u se rad io ad vertisin g t o t ar ge t G e n Z bec au se ac cord in g t o S t at ist a , i n 20 21
p eo p l e ag e d 18-24 h ad a w eekly radi o re ac h of 75.7% in t he U S. H a ving suc h a large rea c h t o
th i s ag e g r o u p wou ld bene fit gre atly. Esp e cially w he n ra d io ads run d u ring p e ak list en i n g
ti m e s , o p t i m i z i ng e ffecti veness (B aro n, n. d .) . A lso, t he nu mbe r of t im es t h e t arg et mark e t
li s te n s t o Mu l l igan 's rad i o ad w ill ha ve a similar e ffe ct a s jing le s. The a udio part of r ad io a n d
r ep e t i t i o n b r i n gs that ele men t of inc rease d m em orizat ion. This incre a se s t he c h anc e o f
Mu l l i g an s b e i n g par t of a cons iderati on se t the ne xt t im e t he t arg et marke t po n de rs t h e
c h o i c e s i t h as reg ardin g the ac tivities t he y can e ng ag e in. Wit h t hat be ing said, M ulli ga n s wi l l
b e ab l e t o u se and s elect l ocal s tations t o re ac h t he se c u sto mers and spr e ad t he me s s a ge to
tr y o u t M ul l i g ans. A noth er ad vanta ge o f rad io is t hat it is a co st e ffec tive way t o t arg et t h e
id eal m a r ke t . Oth er ide as M ull iga ns c an e xplo re is p layin g t he se radio ads at spe c ial pl ace s
li k e JM U U RE C a n d foo tball ga mes. Th is give s Mu l lig ans a c hanc e t o t arg e t t h e G e n Z o n a
la r g e r s t a n d p o i n t an d r each m ore cust om e rs. To a dd, u s in g 5. 5 pe r ce nt of t h e t o t al b ud ge t fo r
tr a d i t i o n al ad ve rtisin g w ill be benefic ial be ca u se man y pe ople st ill like having ac ce ss to n e w
p r o mo s an d s w eep sta kes th at aren’ t on so cial me d ia and lik e t he t radit ional aspe c t . 57 % o f
Gen Z u s e r s c l aimed to be excit ed wh en re ce ivin g dire ct mail adv e rt ising and ov er 35% o f
th e m v i si t e d a co mpany ’ s w eb site after re ce ivin g dire ct mail ad ve rt isin g. Also, ove r 30 % o f
Gen Z au d i e n c e s sa id tha t after seeing va riou s fo rms of tra dition al adv ert ising , t he y w o ul d
sh ar e t he i n f or ma tion th ey lear n ed with frie nds/o th ers (Bar o n, n .d.). This is su pe r im po rta n t
b ec a us e m an y pe ople tr ust the w ord s and o pinio ns of o t he rs t h at are close t o th em.
 44

Rationale cont.
B y us i n g a t r adit ional adv er tising a ppro ac h, Mu llig an ’s wo u ld be able t o g a in a b et ter
p e r s o n al c o n n ection with cu stomer s and commu n icat e w ith t he m M ullig an’s com pan y go a ls
th a t t h e y w i l l be w il ling t o shar e w it h family a nd fr ie nds. Using t his am o unt o f t h e b ud get fo r
tr a d i t i o n al adve rtising w ill be the p e r fe c t amo u nt t o fu lfill Mullig an’s obje c t ive s a n d g o al s.
Fi n al l y , b y c r e atin g prin t ads l ike pos t ers M u lligan’s can le a v e a last i ng imp ressio n on o t h e rs .
Pe o p l e c a n r e ceiv e the ad in the mail an d cut it ou t for lat e r. Thi s is also a m ore t arge te d
w a y t o a t t r ac t G en Z to M ull ig ans. F or e xample , t he u se of rac k c ards c an be ve ry p o werf ul
b ec a us e i t i s tangibl e. Giv ing tangibles t o t he t arg et mark e t allows t he m t o be re m i n de d o f
Mu l l i g an s a n d more imp ortan tly it mak e s Mu llig ans more co ncre t e. It is n ot just a n “i n vi s ib l e
s er v i c e ” an y mor e bu t a rea l p lace. In a ddi tion, prin t ads have the same e ffe ct . W i th th at
b ei n g s ai d, t h e se tr a dition al ad ver tising pillar s c an b e p asse d alo ng. Ove r 1 30 millio n p eo pl e
s a i d t h e y r e ad so me f orm of n ew sle t t er whe t he r it is online or print . Wit h t ec h n o l o gy
c o n st an t l y i m pr ovin g and in div id ua ls be co ming more fa miliar wi t h for ms of ad vert is i n g
o n l i n e , i t w ou l d be v ery ben eficia l to of fe r use r s of a n y pro du ct /service the o ppor t u n it y to
r e a d a n d/ or c atc h up on n e w thing s w ith t he opt io n of re a ding fin e p rint or an a rticle po s t ed
o n t h e w e b s i t e. Th ere is also less c o mpet i t io n w he n it c ome s t o figh tin g fo r r ea de rs '
a tte n t i o n g i v e n th at tra dition al adv ertisin g is shifti ng it s fo cus.
 45

Deliverables
 46

Digital Marketing
Th e c o m mu n i c ation o bjectiv e is to increa se the perc en tag e o f con sum e rs in t he Gen Z a nd
Y o u t h ma r ke t s by 20% , maki ng t h em aware o f t he d riving ran ge by using t rad i ti o n al
a d v e r t i s i n g a n d d ig ital mar keting w ithin t he f irst qu a rt e r of t he ye ar. Th e camp aign th em e
“ L e t’ s P ar - T e e ” w ill b e hig h ligh tin g M ullig an’s 20t h ann ive rsary . So, t h e me ssag e wil l b e t o
g i v e t h e t ar g e t mar ket a fun time w ith fam il y or f rie nds . The way t his will be e x e cut ed w il l
be b y us i n g d igital mar keting m ed iums su ch as SEO , d isplay ads, and TBD. W it h SE O
o p ti m i z at i o n , Mullig a ns w il l imp rove i ts r ank ing the re by incr e asing t he c hance s o f i t s
w e bs it e b e i n g clicked on w he n th e targ e t ma rk e t make s a s e arch u sing ce rta in k eywo rd s .
T h en mo r e t r a ffic is deliv ered. M ullig an's ac hie v eme nt o f t his will depe nd on in s ert in g
c o m mo n k e y w o rd s th a t sear ch es are b ei ng made o n an d in cre asing its a ut ho rit y vi a
ba c k li n k s . A l s o , the us e of paid sea rc he s wi ll be imple me nt e d. In additio n, Mullig a n s w il l
e x te n d i t s r e a c h and deepe n its relatio nship wit h t he ta rg e t mar k e t by a ddin g e mai l a n d
c o n t e n t ma r ke t in g as pa rt of its strateg y . The ne ws le t te r will pro vide valu e t o t he ex i s ti n g
c us t o m e r b y of ferin g d iscou n ts, shari n g g olf t ip s for impro ve me nt , and video s. Th i s wi l l
c a u s e a w o r d - o f-mou th tric kling e ffect in which c u rren t cust o me rs will t alk abou t M u l li g an s
th er e b y e n c o u r ag ing th e rec eiv er to exp lore Mullig a ns (whic h SEO will t he n c o me in t o pl a y) .
E ss e n t i al l y a l l th ese funct ions menti o ne d wi ll work to ge t he r and will driv e up s a l es a t
M ul l i g a n s b e c ause of its i ncrea sed expos u re.
 47

Digital Marketing Objectives

O b je c t i v e 1: To incre ase bra nd aw are ne ss and driv e t ra ffic t o Mu llig an ’s G o lf C e n te r a n d
th e d r i v i n g r ang e by 20 % usin g displ a y ads a nd SEO in t he H ar rison burg area am o n g Gen Z
b y D e c e mb e r 31 st, 202 4 using contin uous s che du lin g .
S t r a t e g y 1: Use d is pla y adver ti sing su ch a s bann er s and post er s in t he H arri s o n bu r g
ar e a c o n tain ing info rmatio n on Mull ig a n’s G olf Cen te r and t he dri ving r ange in c lu di n g
w h at i t h as to offer like its double de c k e r flo ors an d po we rfu l t e chn olo gy t arg et in g Gen
Z w i t h i n t he year.
T a c t i c 1: Research high -traffic lo cat io n s in t he H a rrison burg are a where Ge n Z an d
y o ut h consu mers ar e like ly to be su ch as c olle g e cam pu se s an d plac e dis pla y a ds
s uc h a s banner s an d poste rs i n l ocat io ns u sing e ye-c a t ching visu al s t h at h i gh l ig ht
t h e dr ivin g rang e ’ s feat ures.
T a c t i c 2: Offer exclusive d iscount s o r prom ot io ns t o cu st ome r s who vi s it t he
dr i v i n g rang e, inc entiv izing t he m t o t ry ou t t he driv ing ran g e .
T a c t i c 3: Offer unique exper ie nce s and in ce nt ive s that are tailo re d t o t h e i n te res ts
an d p referenc es of Gen Z a nd you t h cons ume rs.
S t r a t e g y 2: Use d igital marketin g suc h as searc h e ng ine opt imiz at ion and o rga n i c / pai d
se ar c h t o increase th e n umber o f G e n Z co nsu me rs exp ose d t o t he me ssa ge th at
M ul l i g an ’ s and its d riv i n g r ange is a g reat e xpe r ie nce with no t hing bad t o off e r in th e
H ar r i so n burg are a.
T a c t i c 1: C on duct keyw ord r ese arc h t o id e nt ify t he k e y se arc h t e rms an d phra s e s
t h at Gen Z a nd y outh co nsume rs are u sing t o find dr iving rang e s in the H arri s o n bu rg
ar e a .
T a c t i c 2: Crea te a blog on t he ir w e bsite t hat fea t u re s cu st ome r s to ri es ,
t e s t i m onials, an d exper iences.
T a c t i c 3: Share u ser-g en er ate d c ont e n t on their so cial me dia u sin g a b ra n de d
h as ht a g.
 48

B u dg et

Tot a l Spe nt = $2 , 400

Sear ch Engin e Optim iz at ion
SEO Ke ywords ( Goo gle ) = $1 ,2 00
Goog le Ad s
Go ogl e Searc h ( Go og le ) = $8 00
Emai ls
Com pany Websit e Email s = $ 40 0
 49

Rationale
F i r s t , Mu l l i g an’ s sh ou ld us e SE O and organ ic /paid se arc h t o t a rg et G e n Z b e cau s e G en Z
s p e n ds m o r e th a n fou r hour s a day onlin e, with mo st of t hat t ime o n mo bile de vic e s ( Bri ggs
& Br i g gs , 2 0 22). Also , 9 8 % o f G en Z ow n a smar t pho ne and 80% of them u se t he ir ph o n e t o
s e a r c h f o r p r o ducts (A hmed , 2019 ). T his show s SEO an d org a nic/pa id sear c h is a pr im a ry
w ay f o r t h e Gen Z to lo ok f or pro d ucts . Mu lligans c an ma k e su re t hat G e n Z c an fi n d t he m
s i m p ly b y o ptimizin g th e w ebsite for se arch e ng ines and ut ilizin g sp onsore d s ea r ch
a dv e r t i s e m e n ts. Also , paid sear ch ad s c an be highly ta rg e t ed and c o st efficie nt com pa red t o
o th e r fo r ms of ad s. Gen Z is m ore like ly t o e ng age wit h p aid ads t ha n an y ot he r ge n era t io n .
7 5 % o f t h e m have c licked on a mob ile ad v i a socia l me dia ( 4 0 % of Ge n Z Co nsume rs P r efe r
S h o r t V i d e o A ds on S ocial M edia - Sp ice wor k s, n. d . ). This wil l bring Mu llig an's lon g term
b en e fi t s b y ma inta ining v isibility and a t t rac t ing n ew cust o me rs ove r t ime. Bot h S EO a n d
o r g a n i c /p a i d se a rch ca n be m easured e nablin g Mu llig an 's t o mo nit or the succ e s s o f i ts
a dv e r t i s i n g c ampaig n s an d mo dify its s t rate g y as ne c es sary. T o add , M ullig an ’s sh o ul d u se
d i s p l a y adv e r tis ing lik e banne rs and poste r s be cau se G e n Z is t he most lik e ly de mo g raph i c
to u se ad- b l oc kers, w ith 27% of the m using ad-blo ck ers reg ularly (Ba cklinko , 20 21 ) .
H ow e v e r , w h e n ad s ar e r elev an t a nd int e re s t ing, Ge n Z i s mo re lik e ly to e n g age wi th th e m
a nd s h ar e t hem w ith th eir p eers (Spro u t Soc ial, 20 21 ) A c co rd ing to this data , it ca n b e
u s e fu l t o r e ach Gen Z w ith displ ay adve r tising like ba nners an d po ste rs if a ds a re
i m p o r t an t , i n clusiv e, a n d show a ctual pe o ple i n a ct u al se t ting s. Ge n Z is k no wn to be very
s k e p t i c al of t radi tional adv ertisi ng , so it 's esse nt ial t o mak e ads that fee l a ut he n t ic an d
a p p e a l t o t h e ir inter ests. Mu llig ans wil l pl ac e d isplay a d s on c ampu s a nd o ff ca mp u s to
h i g h l i g h t t h e driv ing ran g e fea tures a nd sp e cial e xp e rie nce s. Mullig an’s shou ld u se e ma i l
m a r k e t i n g b e c ause 5 8% of G en Z ch eck the ir e mail mu l t iple t i mes a day, 23% c heck th ei r
e m ai l h o u r l y ( The U ltimat e Gui de to Mark e t in g t o Ge n Z [Ne w R es ea rch], 20 22). O n t o p o f
th at , 8 5 % of Gen Z s ay th at e mail is t he ir pre fe r re d me t hod of c ommunicat io n fo r r ec ei vin g
u p d a t e s an d pro motio ns fr om bra nd s ( Vlad, 2 0 18). F in ally, G e n Z is mor e like ly to s h a re
b r an d c o n t e n t th at the y rece ive v ia e mail t ha n any o ther de mo g raphic, with 50 % o f t h e m
s a yi n g t h e y wo uld share em ail c onte n t w it h f rie nds an d f amily ( Camp aig n M onit or , 2 02 2) .
M u l l i g an s c a n sen d pers onaliz ed ema ils t o c u sto mer s wit h g o lfing tips and t ric ks . T h es e
s ta t i s t i c s i n d ic ate t h at em ail m ark et in g c an be an ef fe c tive st rate g y for c o nne cti n g wi th
G e n Z , e s p e c i ally i f com munica tions are pe rs onalize d to t he i r int ere s ts.
 50

Rationale cont.
Ge n Z i s v e r y used to usi ng email and r el ie s o n it as a ke y for m of com mun ic at io n
b ec a us e t he y ar e tech n olog ic ally ad v ance d . It 's cr itical t o cr e at e mar ke t in g e mails th at
a r e f l e x i b l e t o mob ile de vices , v isu ally ap pealing, and o ffe r use rs v alu ab le con te nt a n d
p r o mo t i o n s. U s in g c onten t marke ting lik e vide os, so cial media , blog s, and ne wslet t ers i s
i m p o r t an t t o Mulligan ’s b ecause 88 % o f G e n Z cons ume rs use so cial me dia to st ay u p t o
d a t e w i t h t h e ir fa v orite brand s (Brigg s & B rig g s, 20 22). U sing c o nt e nt m ark et ing fo r
Mu l l i g an s w i l l be im plemen ted by high quali ty video s fe at uri ng go lfin g p ros. A n ewslet te r
w i l l h i gh l i g h t upc oming ev ents rele vant to cu st omers. The n, a blog on Mulligan’s we b s i te
w i l l f e a t ur e r ev iews fr om o ther c ustome rs . Ge n Z is hig hly act ive o n so c ia l me dia, an d
th e y p r e f e r c on tent that is visually st im u lat ing and aut he nt i c . V id e os are part icu la r ly
ef f e c t i v e w i t h th i s de mogra phic, as t he y pro vid e an en gag in g fo rm at for de live r in g
i n f o r m at i o n a nd ent ertain ment. In a d dit io n, newslet t e rs c an be a u se fu l way t o del i ver
v a lu ab l e c o n t ent an d offe rs direc tly to t he inbox o f G en Z c o nsu me r s who are inte re s t ed
i n y o u r b r an d (Wi lliams, 2 020). Last ly , t he b u dge t for d ig it al ad ve rtisin g is se t at
$ 2 4 0 0 , o r 1 2 % of the o verall bud get. M u lligan s s ho u ld u se this pe r ce nt ag e for di g it al
a d v e r t i s i n g b e cau se th is kin d of adv ert ising allo ws for e xtr a cre ati vit y f le x ibilit y. T hi s
w i l l h e l p M u l l i g ans create more eng ag ing a ds an d e ngag e mo re with t he G en Z . G e n Z i s
a l l ab ou t ae s t h etics, an d are m ore in t e re ste d in e ye -cat ching ad s. Also , G en Z is k n o wn
f o r i t s h e av y u se o f d ig ital med ia. B y ad ve rt ising thi s w ay, Mu llig ans can re a ch t he m
w h e r e t h e y a r e sp endi ng a sign ifican t a mou nt o f t ime. Usin g 12 % of th e bu dg e t will be
v ery u s e fu l i n acc omplis hing the digit al ad ve rtisin g for M ulliga ns. G iv en t he ir l a rge
o n l i n e p r e se n ce a nd d emand for p er so na lize d e xpe ri enc e s, these fa c t s sug g e st t h at
d i gi t a l ad v e r t i sing can be a n e ffective me tho d of e ngag in g w ith and at t r act ing G en Z.
T h r o u g h c h an nels like soc ial med ia adv ert ising , dis play adve rtisin g, se arc h e n gi n e
m a r k e t i n g , e m ail ma rketin g , an d con t e nt m arke t in g mark e t er s may e ffe c tive ly co n n e ct
w i th t h i s g r o up by allo catin g 12% of t he ove rall budg e t t o dig it al adve r tis i n g.
A d d i t i o n a l l y, using data to targ e t ad s t o par ticula r in t ere st s an d be h avior can he l p in
i m p r o v i n g e n g a ge ment a nd ou tcomes g ive n t hat G e n Z pr ef e rs per sonalized e xpe r ie nc es .
 51

Deliverables
 52

Social Media
For the social media section, Mulligan’s will be working to achieve one of the
communication objectives. This objective is to increase the percentage of consumers in the
G e n Z a n d Y o u t h i n t e r e s t b y 1 5 % f o r t h e d r i v i n g r a n g e b y d i r e c t m a r ke t in g a n d s o c ia l m e d ia
w i t h i n t h e f i r s t h a l f o f t h e y e a r . M u l l i g a n ’ s w i l l a c c o m p l i s h t h is b y u s i n g m a n y d if f e r e n t
s o c i a l m e d i a p l a t f o r m s . W i t h I n s t a g r a m M u l l i g a n ’ s w i l l u s e I n s t a gr a m r e e l s t o sh o w v i d e o s
of different people using the driving range. Infographics will also be made to promote
s p e c ia l e v e n t s a n d d e a l s b e c a u s e t h ey a r e e a s i l y s h a r e a b l e . W i t h T i kT o k , M u l l i g a n ’ s w i l l
i n c r e a s e a w a r e n e s s b y k e e p i n g u p w i t h t r e n d s t o c r e a t e f u n n y a n d r e l a t a b le c o n t e n t . T i kT o k
L i v e w i l l a l s o b e u s e d t o s h o w p e o p l e a r e a l - t i m e v i e w o f w h a t i s h a p p e n i n g a t M u l l ig a n ’ s. I t
i s v e r y i m p o r t a n t t h a t M u l l i g a n ’ s p o s t s t o t h e s e a p p s e v e r y d a y t o b u i l d it s i m a g e a n d a
following of people that can share their page. The Gen Z and youth demographics are known
f o r h o w m u c h t h e y e n j o y b e i n g o n t h e i r p h o n e s a n d u s i n g s o c i a l m e d i a . M u ll i g a n ’ s w il l b e
u s i n g t h i s t o t h e i r a d v a n t a g e a n d m a r k e t i n g s t r a i g h t t o t he t a r g e t a u d ie n c e t h r o u gh t h e i r
p h o n e s a n d t h e c o n t e n t t h e y c o m e a a c r o s s o f t h e i r s . T h ei r c a m p a i g n t h e m e , “ L e t ' s P a r - T e e ! ” ,
w i l l b e i n c o r p o r a t e d t h r o u g h I n s t a g r a m a n d T i k T o k b y s h o w i n g im a g e s a n d v i d e o s o f
f a m i l i e s / f r i e n d s h a v i n g f u n . S i n c e t h e t he m e i s a l s o c a t c h y , i t w i l l b e u se d i n v a r i o u s
I n s t a gr a m i n f o g r a p h i c s i n a f u n w a y t o g r a b p eo p l e ’ s a t t e n t i o n . L a s t ly , t h e s t o r y M u l l ig a n ’ s
s h o u ld t e l l i s t h a t p e o p l e s h o u l d t r y s o m e t h i n g n e w a n d g o w i t h t h e i r f r i e n d s t o M u l l i g a n ’ s .
R e a l l i f e e x a m p l e s o f t h i s w i l l b e s ho w c a s e d t h r o u g h I n s t a gr a m p h o t o s , T i k T o k v i d e o s , a n d
T i k T o k li v e s o f f r i e n d s e n j o y i n g M u l l i g a n ’ s t o g e t h e r . T h e u s e o f t h e s e s o c i a l m e d i a p l a t f o r m s
w i l l b e v e r y b e n e f i c i a l t o M u l l i g a n ’ s d u e t o t h e i r t a r g e t m a r k e t ’ s f r eq u e n t u s e o f t h e s e a p p s .
These methods will not only educate those who are already intrigued but encourage re-
s h a r e s a n d r e p o s t s w h i c h w i l l i n c r e a s e t h e i r r ea c h .
 53

Social Media Objectives

O b je c t i v e 1: To b uild a reput at ion in t he H arriso nbu rg a nd Bri dge wat er area by
i mp r o v i n g t he pop ularity o f M ullig an’s bran d on t h e p lat for m, Insta gra m, by 1 5% f o r th e
G e n Z a n d yo uth mar kets. M ullig an ’s will po st on In st agra m e ve ry W e dne sday us i n g a
c o n t i n u o us ad vertisin g pa tter n tha t will las t for the re st o f t he ye ar .
S t r a t eg y 1: Crea te eng aging cont e nt by u sing Inst ag ram re el s o f rea l peo pl e
de m o n st rating h ow th e y use th e driv i ng ran ge .
T a c t ic 1: Po st a re el sh ow in g a ba ck war d slo w -mo g olf hit from t he dri v in g ra n ge
an d a dd a mod ern so ng to it .
T a c t ic 2: Post a reel a bout some one h it t ing a g olf ball at the d riving ran ge w i th
t h e i r c omment ary d es cribin g t he s te ps t o hi t t he ball p rope r ly.
T a c t ic 3: Post a reel telling p e ople t o co me to M u llig ans .
S t r a t eg y 2: Po st infograph ics abo u t spe cial de al s a nd pr omot io ns going o n a t
Mu l l i g an ’ s.
T a c t ic 1: C reate a n in fographi c t hat de pic ts t he fo llo win g: A zo ome d- in go l f ba l l
w i t h a Sprin g pro motio n.
T a c t ic 2: Create an in fograp hic t hat de p ic ts t he fo llo win g : The sun se t ti n g a t
M ul l ig an ’ s field with a fa mily lau g hin g and having f un. This infog r aphic wo u l d b e
p o st e d during th e summ er.
T a c t ic 3: Crea te an infogr aphic t hat de pic ts t he follo wing : C olle g e st ud en t s a t
t h e dr iv ing ran ge taking tur ns hit t ing t he ball, r un this info gra phic d u ring Fa l l .
O b je c t i v e 2 : Incr ease bran d aware n e ss by g aining a big g er aud ien ce t hro u g ho ut t h e
H a r r i s on b u r g a n d Brid gewate r area using t he plat fo rm, Tikt ok , by 15 % for t he G en Z an d
y o ut h mar ke ts in the f irst half o f the y e ar. M u llig an’s will post on Tik tok e ve ry Th urs day
u si n g a p u l sing adv ertisin g patt ern.
S t r a t eg y 1: C reate rela t able an d fun ny c ont en t lik e v ide o s an d p ict ure s on T i k to k
t h at m atches with M ulliga n ’ s tar g e t a u dienc e by follow ing t r e nds and f e at uri n g rea l
people.
T a c t ic 1: Post a TikTok w ith co lle ge stu de nt s d anc in g at Mu llig ans.
T a c t ic 2: Post a Tik Tok th at sho ws a c o mpilat i o n o f familie s hi t t ing go l f ba l l s .
T a c t ic 3: Post a picture of Mu llig an's dr iving r ang e wit h an amb ient filt e r .
 54

Social Media Objectives cont.

S t r a t e g y 2: Utilize TikTok L ive t o show us e rs’ e xpe rie nc e in re al t ime a nd inclu de a
c al l t o action at t h e end .
T a c t i c 1 : Stre am a sh ort liv e w ith t he su n se tt ing all M u llig ans t o sh o w i t s
b e au t y .
T a c t i c 2: Stre am a live of wh at a g roup e v en t lo ok s lik e at Mu llig ans
T a c t i c 3: Hav e s iblin g colleg e st ude nt s fr om J M U st re a m t he ir t im e at t he dr i vi n g
r an g e w ith their pa ren ts .
 55

Budget

T o t a l Sp e nt = $4 , 0 0 0
I n st a g r a m
I ns t a g r a m A d s = $1 ,8 0 0
I n s t a g r a m P os t s = $2 0 0
Ti kT o k
T i k T o k A d s = $1 ,7 0 0
T i k T ok P os t s = $3 0 0
 56

Rationale
T o ac h i e v e t h e co mmun icatio n o bject ive of inc reasin g t he pe rc e nt age of c o nsu mers in t he
Ge n Z an d y o uth int erest by fif teen pe rc e nt for t he dr iving range by dire c t m ark et in g an d
so ci a l m e di a with in the fi rst ha lf of t he ye ar, M u llig an’s will be fo c u sing on TikT o k a n d
I n s t a gr am. T h ese marke ts u tilize Insta gram and TikTo k t he m o st out o f ot her socia l m edi a
p l a t fo r m s . I t is a gre at w ay to crea te int e re st by c re at ing co nt ent o n t he se plat f o rm s t o
r a i se i n t e r e s t . A ccor d ing to “Gen Z: at t it u de s to wa rds Adve r tising U SA 202 1” , fo rt y-two
p erc e n t of G e n Z resp onden ts s aid that aft e r t he pan de mic t hey have bee n int er a cti n g an d
p a y i n g mo r e attent ion to a ds v ia soc ial m e dia ( St at ist a, 202 3 ). Soc ia l m edia is a m a in o u tl et
f o r p e o p l e t o r eceiv e n ew s an d d o r ese arch. First , In sta gra m is one o f t h e main platf o rms t o
f o cu s o n c r e ating c onten t fo r users . U t ilizin g Inst a gr am to build a re put ation i n t h e
Ha rr i so n b u r g and Brid gewate r a rea, by imp roving t he po pulari t y of Mu llig an’s by f if te en
p erc e n t fo r t h e G en Z an d you th marke t s. To b uild p opu lar it y, post s will be up e v ery
W e d n e s d ay u sin g a con tinuo us adv er tising pat t e rn t o e n sure co nsiste n c y and ma in tai n
i nte r e s t . I n s t agra m ads are als o a g rea t way t o bring a t t e ntio n t o Mu llig an’s. Re fere n c in g
“ R e l e v an c e o f d ig ital ad s to In stagram u sers in the U .S. 2 022-20 2 3”, fift y-on e p erc en t o f
us e r s p e r c e i v e ad s as so mewh at relev an t in J a nu ary 2 023 (St at ista). In o rder for an ad t o b e
r e l e v a n t t o t h e tar get a ud ie nce, use a n e mo tion al a ppe al t o make th e ad re lata b le an d
sh ar e ab l e . C o n tent w ill co nsist of r ee l s de mo n st rat ing ho w t o use t he driv in g ra n ge a n d
h i g h l i gh t i n g t h e g olf sw ing . In fog rap hic s will be cre at ed t o e xp ress spe cial d ea ls an d
p r o mo t i on s at Mu lligans . These inf og raphic s will de pi c t frien ds and fam ily hav in g f un ,
st u d e n t s u s i n g the d ri vin g ran ge, and se asonal p romot i ons. TikTo k has g aine d e n o rm o us
p o p ul ar i t y i n the p ast few y e a rs. A major it y of t he ir t a rg et audie nc e uses and in t e ra ct s wi th
th e ap p . U t i l i zin g TikTok w ill increa se b rand aw arene s s o f t he G e n Z a nd y o ut h ma r ket s b y
f i f t e e n p e r c e nt. To ach ieve this, p os t s w ill go u p e ve ry Thu r sday u sing a con t in uo u s
a d ve r t i si n g p attern. Th is is u sed t o ensu re t ha t Mu l lig an s t ays re lev an t on th e a pp.
A c c o r d i n g t o “TikT ok us er rat io in t he U. S. 2 022 , by age ” , ap proxi mat ely fo rt y -on e p erc en t
o f us e r s i n t he U. S. enga ged wit h T i kTo k in 202 2 ( R el ev anc e of O nlin e Ads t o In st agra m
U se r s U S A 2 0 2 3 | Stati sta, 2023 ). In or der fo r u se r s to inte ract wi th M ullig an’s, r ela tab l e
a n d f u n n y c o ntent w ill b e c reate d , s u c h as vide os an d p ic tu r e s t hat mat ch the t arge t
a u di e n c e b y fo llow ing t rends a nd f eatu rin g c ust o me rs.
 57

Rationale cont.
A no t he r as p e c t to in creas e brand awa r eness o n TikTok is u s ing Tik Tok Live . T ikTo k Li ve c a n
s h o w us e r s ' e x peri en ce i n real time. Eve ry Tik Tok Live se g me nt will e nd wit h a c all to ac ti o n
to e n c o u r a ge people to c ome to M ulligans. It is a g re a t w ay t o d e monst ra t e t he at m o s phe r e
b ef o r e c u s t o mer s deci de to c ome. Tik Tok Live wi ll be use d t o str ea m wit h t he su n se tti n g at
M ul l i g an ’s t o sh ow its b eauty. L iv e stre am an ac tu al g r oup e v en t to show what it is l i k e to be
a t M u l l i g an s . inally , th e s ocial m edia ad ve rtisin g bu dg e t is t went y p erc ent o f t he to t al
b ud g e t . T h i s p ercen tage am ounts to $ 4, 0 00 . Soc ial me dia is wher e adve rt ising wil l b e t he
h eav i e s t . T h e media v eh icl es to use ar e Inst agram pos t s, Inst a gram ads, T ik To k po s ts , a n d
T i k T o k a ds . T h e bud get is reaso nable sin ce F ace B o ok ad s c ost $ 1 2. 07 pe r 1 , 000 im p re s s io n s ,
a n d T i kT o k a ds sta rt at $10 p er 1,000 v ie ws. The so cial me di a adve rt isin g bu dg e t i n c lu des
$ 2 0 0 t o w ar ds Insta gram pos ts wh ich is five pe rce n t o f it . Inst ag ram a ds will h ave a b udg et
o f $ 1, 8 0 0 w h ich is forty -five p ercent. TikTo k p ost s have a t ot al of $300 which is s e ven
p er c e n t o f t h e to tal. T ikTok ads eq uat e t o a budge t of $1 , 700 which is f ort y-t hre e p erc e n t. A
c o n t i n u o us a dvertis ing p attern will be used o n bo th so cial m ed ia me dia, so it is imp o r ta n t t o
h a v e e n o ug h f un d s to su ppor t it. So cial me d ia is use d so he av ily t od ay, a nd t ons o f peo p le
i n te r ac t w i t h i t. Soc ial m edia is the b e st way to re ach G e n Z a nd yout h m ark et s sin c e t h e se
g en e r at i o n s h av e g row n up with so cial me d ia. Accordi ng t o “S o cial m e dia users in t h e Un ited
S ta t e s 2 0 19 - 20 28” s tates, the nu m be r o f soci al me di a use rs in t h e U nit e d S t ate s was
f or e c as t t o c o ntinuou sly in creas e betw e e n 2 02 3 and 2028 by a t ot al o f 2 2. 8 millio n u s ers
( S tat i s t a, 2 0 2 3). Over all, socia l m edia is no t go ing anyw he re so on , s o it is im por t an t t o tak e
a d v a n t ag e of i t an d use it as a resourc e .
 58

Deliverables
 59

Social Media Content Calendar

Instagram Updates

TikTok Updates
 60

Support Media
T h i s se c t i o n is w o rking to ach iev e tw o dif fere nt com mu nicat ion obje ct ive s. F ir st , inc reas e
c u s t o me r l o y al ty in th e G en Z a nd Yo ut h mark e t s by 3 0 % for t he driving rang e by u s i n g
s up p o r t me d i a a nd spo nsors hip w ithin the cale nd ar ye ar. Se co nd ly, i n crea se t h e pe rcen t age
of c o n su m e r d e sire in t he G en Z an d You t h ma rke t s by 1 2% for t he driving ra n ge b y us in g
s up p o r t me d i a a n d pu blic rel ations wit hin t he first half of t he y ear. The ca mpaig n th em e
“ L et ’ s Pa r - T e e ” serv es its pu rpose of hig hlig ht i ng Mulli ga n’s 20t h annive rsar y. There f o re ,
th e st o r y M u l l i g an ’ s will wan t t o tell i s abo ut h av ing a f u n t ime w it h frie nds and fa mi l y o r
i m p r o v i n g y o u r g olf s kills. F or supp o rt me dia, Mu ll ig an’s will u s e drones, banne r s, an d
ve n u e si g n ag e s to t arg et Gen Z in t he Ha rrison burg are a. Wit h t he use o f dro nes disp l ayi n g
M u l l i g an ’s l o g o , they ca n f ly t h em ov er M ullig an ’s, part n e r wit h lo c al dro n e ra cing gr o u ps ,
a n d de l i v e r m e rchan dise to cus tomers . Mu llig an’s ca n u se b anne rs to fly ove r com peti to r’s
c o ur s e s , p ar t n e r w i th conce rts to fly the ban ner o ve r t he a re a, and have se a so nal th e me s to
a ttr a c t G e n Z . These d rone s an d ban n ers w il l impro ve t he ove ra ll re ac h an d e x posu re whi ch
w i ll c r e at e m or e tr affic t o Mull ig an’ s. L ast ly, Mu llig an’s ca n u se ve nu e sig na ge at Mu ll i ga n s
a n d ot h e r l o c a l event s. T he venue sig na g e ar ou nd M ullig an’s wil l pr omo t e t he ir go lf in g
s er v i c e s a n d l o yalty rew ard pro grams. Mul lig an’s c an u se ve nu e sig nag e s in loc al a reas li k e
r e st a u r an t s , c hari ties, an d univ ersities w ith e ng ag ing gr aphic s t o at trac t G en Z t o wa rd s
M u l l i g an s . U si n g ven ue sig na ge will he lp t o inc re as e o ve ra ll sale s, bu ild bra nd awa ren es s ,
a n d d r aw mo r e at tentio n to Mu llig an’s f or G en Z . O ve rall, all t he se e x ample s of s uppo r t
m e di a w i l l h e l p pr omote Mulliga n’s an d cre at e mo re br and e xp osu re t ow ard G en Z.

Support Media Objectives

O b j e c t i v e 1 : Use t h e a er ial asp e ct t o prom ot e M ullig an ’s br and wit hin t he geo g ra ph ic
lo c a t i o n o f Har risonbu rg. Mu llig an’s will imp rove e xpo sure by 10 % by De c e mbe r 3 1 , 202 4 ,
u si n g a p u l sing sch ed ule.
S t r a t e g y 1: Use d rones to fly ov er H arri sonbu rg usin g Mu llig an ’s bran d.
Ta c t ic 1: Cre ate dron es wit h M u llig an ’s log o a n d co lors an d cap t ur e ae ri a l
fo o t ag e of M ullig a n’ s gol f cent e r.
Ta c t ic 2: Part ner with loc a l dro ne ra cing g r oups t o host ev en ts at Mu llig an s .
Ta c t ic 3: Cr eate a p romoti on w he re c u st ome r s who bu y Mullig an’s m ercha n di se
on l i n e can h ave it d eliv ered by a dro ne .
 61

Support Media Objectives cont.

S t r a t e g y 2: Use ban ners to fly ove r H arr isonbu r g to pr omot e s pec ials and e ve n ts .
T a c t i c 1: Crea te bann ers w ith Mu llig an’s l og o and color s and i ncorp o rat e s ea s o n a l
t h e m es like C hristm as an d fly it mu lt ipl e t ime s d u rin g t he s ea son.
T a c t i c 2: Partn er w ith festivals a nd co nc e rts t o fly M u llig an’s banne r dur i n g t h e
event.
T a c t i c 3: C rea te a banner f or Mu llig an’ s and fly it ov er comp e t ito r go lf c o urs e s .
O b je c t i v e 2 : Use venue sig nage to c re at e int e r e st by 1 5% by D e c embe r 3 1 st , 2 0 24 i n t he
g e og r ap h i c area o f Harr isonb urg by t he first ha lf of t he ye ar us ing c on t in uous advert is i n g.
S t r a t e g y 1: Use v e nue signag e a dve r tising a t Mulli g an’s G ol f Ce nt e r .
T a c t i c 1: D esig n new, ey e- cat chi ng sig n ag e ar ou nd t he g olf c en t er t hat hi gh l ig ht s
M u l l i g an ’ s brandin g and messa ging .
T a c t i c 2: C rea te signag e th a t pro mo te s M u lligan ’s ran ge of serv ice s, in clu d in g go l f
l e ss on s, equipmen t rent als, and t he pr o sho p .
T a c t i c 3: Create sign age that pro mot es l o yalt y re w ards pr og rams fo r f req ue n t
g o l f e r s and displa y the se sig ns arou n d t he golf ce nt er.
S t r a t e g y 2: U se ven ue sign age a dve rt ising at ot he r l ocal ve nu e s in the H arr i s o n bu r g
ar e a .
T a c t i c 1: F ind popular r est aura nt s an d bar s in H ar rison burg and es ta b l is h
p ar t n ersh ips to d isplay M ulli g an’s si gn ag e .
T a c t i c 2: Part n er w ith lo cal cha rit ie s an d no n profit s t o pla ce Mu lliga n’s s ig n ag e
at t h e ir events an d use en g aging graphic s and messag ing t o pro mot e Mulliga n ’s .
T a c t i c 3: p artner w it h loc al c olle ge s an d u nive rs it ie s lik e J MU and Brid g e wa te r t o
p l ac e M ullig an’s si gnag e at the ir sport i ng and ot he r e ve n t s.
 62

Budget

Total Spent = $1,3 00

Dron e s
P r o m o t i o n al D rone (P romo D ro ne) = $ 30 0
Ve nu e Si gna ge
Mu l l i g an ' s Sig nage (S ig n Pr o) = $ 700
Ban ne rs
M ul l i ga n ' s Banner s (V ist a Prin t) = $3 00
 63

Rationale
M u l l i g an ’s w i l l use t he a erial asp ect suc h as d rone s o ve r H arri sonbu rg be cau se t he us age
of d r o n e s h as been o n t h e rise, w i th t he g l obal mark e t fo r dr one s g rowing t o 43 billi o n b y
2 0 2 4 (S c h r o t h, 202 0). D rone s ca n ca pt ure pe rspe c t ive s t ha t are d ifficu lt t o ac hie v e w i th
tr a d i t i o n al p hot og raph y . This makes d rone s an impo r tant asp ec t for adve rt ising . Als o , Gen
Z p r e f e r s v i s u a l c ommun icatio n . Ac cor ding t o a re p ort f rom Sn apchat , 6 5% o f G e n Z h ave
us e d s o m e fo r m of v isua l c ommu nicatio n whe n me s saging frie nds (H ow G e n Z Is Re s h api n g
Co m m u n i c at i o n and R ed efin in g the Shoppin g Expe ri en ce Wit h AR | Sn apc hat f or Bu si n e s s ,
n. d . ) . O v e r al l , using d ro nes t o targe t G e n Z in H ar rison burg will he lp Mulliga ns e n ga ge
d ee p e r i n t o G e n Z’s lov e for v isual co n te nt , inc rea sing fur t he r engag e me nt . U sin g b a n n ers
f o r t h e ae r i al as pect to t a rg et M ulli ga ns w ill w o rk we ll b e cause Ge n Z t e n ds t o spe n d a l o t
of t i m e o u t do o rs a nd is mor e likely to n ot ice ad ve rtis ing in no n -trad itio nal place s, ma k i n g
a er i a l ad v e r t i s ing , lik e b ann er s, a g o od wa y t o r eac h t he m. Wit h roug hly 20 , 00 0 co l l eg e
st u de n t s at t e n d ing Ja mes M adiso n Univ e rsit y and a sig ni ficant nu mb er of hig h sc h o o l
st u de n t s , H ar r is onburg has a l arg e ge ne ra t ion z popula t io n. So , disp laying ban ner s a r o u n d
th e ar e a w i l l be s uper effe ctive in re ac hing t he ir t arge t au di en c e. Adve rt ising th a t is
h u m o r o u s o r c re ative and has a ple asi ng v isu al a ppe al is m ore li k e ly t o c atc h t h e at t en t io n
of G e n Z . A e r i a l ba nner s ca n be attra ct ive a nd p ro vide the c ha nce for o rig inal desig n s l i k e
M u l l i g an s (H ow M illenni als a nd Gen Z A re Shi ft ing t he Esse nce of B r anding - D E PT ® ,
2 0 2 3 ) . O v e r a l l , t hese fac ts imp ly th at t arg e tin g Ge n Z wit h ae rial ba nne rs at Mulligan s i n
Ha r r i s on b u r g is a po tential su ccess fu l st rat eg y. Using ve nu e sig nag e at M u lliga n s a n d
oth e r l o c al v e nues beca use Gen Z is pron e t o va lue so cial int e r act ions and ev en ts . T h is
m a k e s l oc al ga therin g s like M ullig an s an a tt rac t ive spo t for t his grou p of pe op le to me et
a n d i n t e r ac t , mak ing v en ue sign ag e an e ff icien t way t o t arg e t t hem in a rele van t s e tt in g .
A l s o , S ix t y p e r cen t of G en Z s aid th ey a re more inclin ed to bu y fro m c o mpa nie s t h at sh a re
th ei r v al ue s . T he va lues t h at a re im p orta nt t o t his gro u p ca n be p ro mo t ed t h rou g h ve n ue
si g n a ge i n o r d er t o co nnec t w it h them and f oste r brand lo yalt y ( Jame s, 20 22). Co mpar ed t o
oth e r adv e r t i s ing form s lik e o nline d ispla y a ds or TV c om me rcia ls, o ut -o f -ho m e
a d v e r t i s i n g , w hich incl udes v en ue sign ag e, ca n incre ase t he re a ch o f a ca mpaig n by u p to
5 0 % an d h as a h i g her en g ageme nt ra t e. It was di sc ove r e d t hat o ut -o f-ho m e adve rt i s i n g is
p a r t i c u l a r l y successf ul at reac hing y oung e r audienc e s, suc h as G e n Z. Acc o rding to th e
st u dy , T V a dv e rtising w as on ly h alf a s su c c e ssfu l a s o ut - of-ho me adve rt ising at re ac h in g
c o n s um e r s b e t w een the ag es of 18 a nd 34 (Ad ve rt isi ng & Au d ie nc es, 2 01 4).
 64

Rationale cont.
Over all, these find ings su ggest t hat usin g venue sign age to sp ecifica lly ta rget Gen Z at
local businesses lik e Mulli gans an d suc h in Har risonb urg co uld pr ove to be an effec tiv e
strat egy. Mulligan s can stand out fr om comp etitor s in a c ompetit ive mar ke tplace by
gener ating interes t and public ity and establis hi ng itself as a des ired so cial p lac e. For G en
Z, wh o value exper iences and are mor e likely to visit l ocatio ns that offer unique an d lasting
exper iences, this can be especi ally cr ucial. Mulligan ’s shoul d alloc ate 6.5% of th e total
budge t to suppor t media becau se Gen Z, known for their shor t attent ion spans an d love of
visua l content, c an be ta rgete d especi ally well w ith aeri al adver tising like b anners and
dro nes. You c an draw in Gen Z and leave a las ting imp act by u sing eye- catc hing visua ls and
uniqu e e xperience s. Gen Z can also be ef fectively targeted by plac e venue sig nage,
parti cularly if the locat io ns ar e popu lar by t his age gro up. They ca n be su ccessfully
reach ed while they are i n the m ood t o inter act wi th new exp eriences an d b rands by
caref ully positio ning v enue sig nage. Ens uring t ha t these ad vertisin g chan nels ar e u sed by
alloca ting 6.5% of the o vera ll budget to sup port media like banner s, dro nes, a nd v en ue
signage can help to make sure th ese adv er tising channels have the pr ovided r eso urces to
be car ried out suc cessf ully.
 65

Deliverables
 66

Direct Marketing
The c ommunic ation ob jectiv e for d irect ma rketin g r ecommen dation s is to inc rease th e
per centage of c onsume rs in t he Gen Z and Youth in terest b y 15% for th e dr iving ra nge by
direc t marketin g and s ocial m edia w ithin the fir st half of t he year. To ach ieve th is ob jective,
there will be a direc t maili ng sys tem to reach 15% of peo ple living in the Harrisonb urg area.
The m ailing system will be sendin g out n ewsletter s by emai l and s ending out m ailin g c ards t o
add resses i n the a rea. The newsle tters an d mai ling ca rds w ill inc lude infor mation regar din g
Mulli ga n’s and speci al ev ents that are p lanned. There will be a good mailin g list for each
medi a vehicle to r each t he highe st pot ential o f inter ested peo ple. Anoth er outlet to rea ch
peop le is by mobi le devi ces. T here w ill be an SMS syst em in pla ce to no tify consum ers o f
even ts a nd promot ions tha t ar e comin g. Wit h the SMS sys tem, c onsu mers will also b e able to
rece ive discounts if they si gn up to get t ext me ssages using a co ntinuo us sc hedule t o reach
15% of p eople i n t he Harri sonbur g ar ea . Text mess ages will include infor mation ab out
spec ial events and p romot ions. Custo mers w ill be abl e to sign up fo r th e m essaging system
from Mulligan’s r egard ing pr ices, p romot ions, a nd dea ls. Mess ages will also have a lin k t o
share wit h o thers on how to j oin and rece iv e mes sages. It w ill highlight keywords of
indiv idual searche s th at i nclud e go lf, Mulli ga n’s, etc., and hav e an auto matic pop up askin g
them t o sign up to recei ve co ntinuo us upd ates. The c ampaign t heme, “Let’s Par- Tee,” will b e
inco rporated into the m essages to create exc itement. M essages will be ke pt sh ort a nd simp le
to ge t t he point a cross to the custo mers. Up dates w ill be sen t at the a pprop riate time when
users are on their ph ones the mo st. Tests will in clude s urveys t o receive custom er f eedba ck
after they make a trip t o Mulli gans.

Direct Marketing Objectives

O b j e c t i v e 1 : Use a d irect maili ng sys t e m t o re ach 15 % of p eo ple livin g in t he H ar ri so n bu r g
a r e a u s i n g a pulsin g sched ule by June 1 st, 2 0 24.
S t r a t e g y 1: Sen d o ut a newsle tt e r e v e ry Su nday wit h spe c ial de a ls t hat a re g oi n g o n in
t h e w ee k.
 67

Direct Marketing Objectives cont.

T a ct ic 1: Pro vid e infor mation abou t Stude n t Night e ve ry Th ursda y from 3-6 P M.
T a ct ic 2: Include Mu lli g an’s infor mat io n s uch as hou rs, social me dia p l at f o rm s ,
an d u pcoming ev ents.
T a ct ic 3: Com prise a good mailin g list t o re ac h it s ful l pot e nt ia l.
S t r a t e gy 2: Sen d o ut mailing c ards in t he a re a by us in g USP S.
T a ct ic 1: Pro vid e infor mation abou t Yo ut h N ight .
T a ct ic 2: Inclu de Mulligan’ s infor mat io n suc h as a n add re ss, hou rs, soc i al m edi a
p l atfo rms, and c ontac t info rmat i on.
T a ct ic 3: Crea te a good m ailing t h at en t ails famil ies in the H arriso n bu rg are a.
O b j e c t i v e 2 : Use a me ssag ing sy s t em ( S MS) to re a c h 8% of pe o ple in the H ar ri s o n b urg
ar e a u si n g a cont inuous s chedu le by J u n e 1st , 20 2 4.
S t r a t e gy 1 : Sen d out text me ss ag es abou t spe c ial e ve nt s or pro mot ion s t ha t a re
h ap p e n ing .
T a ct ic 1: Sig n up with your p hone nu m be r t o re ce iv e mes sag e s from Mu l li g an s
r e gar ding pric in g , pro motio ns, de als, e t c.
T a ct ic 2: In clud e a link to shar e wit h ot he rs on how t o join and re c eive Mul l i ga n ’s
an n o uncemen ts.
T a ct ic 3: High lig ht k eyw ord s of in divid ual sea rc he s t hat includ e g olf, M u ll i ga n ’s ,
e t c . and hav e a n au tomatic po pu p ask ing t he m t o sig n up to re c ei ve M u lli ga n ’s
c o n tin uous upd ates.
S t r a t e gy 2: Inc orpora te the c ampaig n t he me int o t e xt me ssag es that c re at e
e x c i t e ment.
T a ct ic 1: Keep m essages sho r t and simple abou t ev en ts.
T a ct ic 2: Send messa ges a t t he app ropr iate t ime w hen u se rs are o n the ir ph o n es .
T a ct ic 3: Inclu de surveys t o g et c u st om e r fe e d ba ck aft e r t h ey come to M ul l i ga n s.
 68

Budget

Tot a l Spe nt = $2, 000

News letter
Mu lli ga n's Ne wsle t t e r (USP S) = $ 1, 00 0
Mes s aging S ys tem
Mulli ga n's Not ific a t ions (A maz on SN S
Syste m) = $ 1, 00 0
 69

Rationale
Fi r s t , t h i s ar t icle point s o ut th e sta t ist ic s o f ho w favor able individu als fe e l of re cei vi n g
d i r e c t m ai l i n the U nited States as of 2 021 . Th is art icle emph asize s t he gro w in g
a ttr a c t i v e n e s s bet w een people and ho w t he y p erce ive re c eiving d ire c t ma il. Ove r 53% o f G e n
X r e s p o n d e n t s said the y wer e ex cited t o rec e iv e dire ct m ail. 65% of re spon den ts o f G e n Y
s a i d t h e y fe l t exci ted and /o r intrigu ed to re ce ive dire ct m ail a nd a L it t le o ve r 57% o f GE N Z
r e sp o n de n t s s aid th e y felt eag er t o rec ei ve dire c t mail and t ha t was their pre fe r re d m et ho d
o f r e c e i v i n g mail ( Statista , 20 23). This poin t s out how Mu llig an s shou ld u se direc t m ai l t o
ta rg e t Ge n Z . In co rp or ating diffe rent f orms of dir ec t ma rke t ing is su pe r impo rtant b eca us e
th e r e ar e m an y way s to at tract custo me rs t o t he bus in ess t hr ou g h dir e ct mail. A c co rdi n g t o
th i s g r a p h f r o m Statis ta, o ver 50% of all re spo nde nt s sa id t he y w er e int e re st e d in r e ce ivin g
c a t a l o g s an d /o r ma gaz in es th r ough the mail. Ov e r 40 % of re spon de nt s st at ed t he y l o ve
ge t t i n g b r o c h ures and /o r p amph le ts vi a di re ct mail a nd whe n re spon de nt s we re ask e d if t he y
l i k ed t o r e c e i ve le tters or env elopes via mail, 46% of p e ople in t he ag e g r ou p 1 8- 35 w ere
ex c i t e d , 3 9 % of peop le i n th e a ge gro u p 35- 54 we r e excit e d an d 3 5% of p e ople o ve r 5 5 f el t
ex c i t e d i n s o me way or form (Stat ista, 2 023b). This articl e o n Stat ista p oint s o u t th a t i n
to da y 's w o r l d th e mo st us ed f orm of direc t ma rk e ting amo ng 82 % o f r esp ondents is Em a il
f o l l o w e d b y s oc ial med ia w ith 7 4% an d pai d se arc h wit h 51% . This is cr u c ial t o t he s uc ces s
o f M u l l i g an ’s as r eceiv in g ema ils wit h p romot ional adve rtising is still su c h a h u g e p art in
c r e at i n g aw ar ene ss and s pread i ng the me ssage o f t he b u sine ss. It also in form s u se rs o f
p r o du c t s an d prom otion al ev en ts w hile ma king it ve ry sim ple t o v ie w t h roug h a sim p le cl i ck
o n an e m ai l .
 70

Rationale cont.
4 2 % o f r e sp ond ents said they’ d mu ch r at he r prefe r co mmunic at ion by pho ne du e t o i t b ein g
m u c h e as i e r t han othe rs a nd much mo r e info rmat i on could be pro c es se d. 38% of re spo n d en t s
s a i d t h a t t h e y’d pr efer d igital ch anne ls mo re be caus e t he y a re mo re h e avily in v o l ved o n
s o ci a l m e d i a, and it is less perso nal than c ommu ni cat ing di rec tly wit h a re p re sen tat ive . 2 0%
o f r e s p o n d e n t s prefer red com munica ting t hr oug h email as t he y are const ant ly u sin g e ma il
d u e t o w o r k and c ommu nicati ng wi th cow o rk e r s, bos se s, e t c. This ar t ic le refe r s t o t h e
d i f fe r e n t f o r m s of com muni cation among b u sine sses and w hic h one ’s cust om e rs p ref er
r eg ar d i n g t al king to com pany re presen ta t ive s and aski ng t he m q ue stio ns. It is im p o r ta n t to
i n c o r p o r at e al l for ms of com mun ic at io n w he n d ealing wit h iss u e s in o rde r t o en s ure th at
c u s t o m e r s h a v e mu ltiple way s of receiving a id fo r problems a nd t he be st so lu t io n i s fo un d.
C us t o m e r s e r v i ce: pre ferred ch an n els fo r cu s t ome rs t o reso lve issu e U . S. 2 020 | St a tis ta T h i s
a r t i c l e h e l p s to in form wh y Mullig an s s hould u se SM S te xt messag ing as a fo rm o f di re ct
m a rk e t i n g . S MS tex t m essagi ng can be use d t o pro vide ince nt ive s, such a s disco un t s a n d
p r o m ot i o n s t o in crea s e eng a gemen t and rel e vanc e . M ullig ans c an u se S MS me ssag ing t o h ave
p e op l e s i g n up th r ough t h eir ph one n umbe r t o re ce ive s pec ial o ffe rs. Mu lligan s ca n
i n c o r p o r at e t h e camp aign them e t o c rea te a s e nse of excit e me nt . Finally, by k e e ping i n to u c h
w i th c us t o me r s , comm unica ting n ew s an d u pd a te s ab out t he c ompa ny, and offe r in g inc en ti ve s
l i k e di s c o u n t s or spe cial offers to en co urag e re pe at bu sin e ss, d ire ct mar k et ing c a n b e a
u s ef u l t o o l f or c lient rete ntion .A g re a t t e c hniqu e t o boo st c lie n t inv o lv e men t a n d
en g a ge m e n t w ith the busi ness is th r ou g h di re ct m arke t ing . Mu lli ga ns c an inspire cu st o me rs
to t a ke ac t i on an d v isit t he es tablishme nt by o ffe ring person alize d co n t ent and in c en t i ves ,
w h i c h c an b oo s t foot t raffic an d s a les. Ove r all, Mu llig ans ma y find direc t ma rke t ing t o b e a
u s ef u l t e c h n i q ue for reac hing its t arge t mar k e t, p romot in g c e rt ain g o o ds o r se rv ic e s , r a i si n g
c o n s u m e r i n t e ractio n, a nd p romo ting r ep eat bu s ine ss. T his make s 1 0% o f the to ta l b ud ge t
f o r d i r e c t m ar ketin g a reason able a mount t o u se fo r pro mo tin g Mu llig ans.
 71

Deliverables
 72

Sales Promotion
T h e c o mm u n i c ation o bjectiv e Mulli ga n’s is w o rk ing to ac hie ve is t o incre ase the pe r cen t age
o f c o n s u m e r s i n t h e Gen Z a n d y o uth mark e t s who ar e a ware by 15% fo r the driv ing ra n g e by
u s in g s al e s p rom otion s w ith in th e fi rst qua rt e r of t he ye ar. The inte g r at io n o f s al e s
p r o m ot i o n s w i ll a dd an oth er la yer of e xp osu re t o Mu lligans w hich will ele va t e re v en u e. T o
a c hi e v e t h i s , i t w ill be com posed of two pa rt s. O ne is t he trad ition al use o f p ric e offs a n d th e
s ec o n d w i l l b e th e use o f even t mark e ting . Pric e offs w il l be e ffe c tive be ca use th e t arg et
m a r k e t w i l l a pp reciat e t h ese cost s avings. Mull iga n’s targ e t mark e t co nsist s o f fami l i es a n d
c ol l e g e s t ud e nts s o beca use of e x terna l cost s t hat th ey mu st c onte nd wit h su ch as t ui ti o n
a nd e x t r a mo u t h s to f eed, th i s adde d inc e n t ive will be appr e ciat e d by t he m . This wi l l al s o
b u il d l i ke a b i l i ty. Pric e offs w ill includ e it e ms fr om t he go lf shop and re fe rra l- base d a ct io n s
s o f o r e x amp l e w h en th e custo mer br ing s in a ne w c ust ome r . The e ffe ct o f t he se pric e o ff s
w i l l b e a n i n c rease in foo t traf fic by 10 %. In te rms of e ve n t marke t in g, Mu llig an’s wil l a im
to b u i l d a c o mm un ity and s tren gt hen t he ir cu st o me r base . Mullig a ns will ho st c onf ere n ces
w h e r e t h e y w i ll i nvite g uest s peakers a nd ha ve w ork sho ps to e d ucat e . W he n h avi n g t he s e
c on f e r e n c e s M ulligan’ s c ustom er base an d t arg et ma rk et will be abl e t o c ome a nd e xp er ien ce
s o m e t h i n g s p e ct acular. Th ey will be a ble t o connec t wit h ot he rs, g et g ifts, le ar n, a n d ha ve
f u n ! A s m e n t i oned , th ese confe renc es will ha ve gu e st sp ea k e rs as we ll so this will e le v at e
M ul l i g an ' s b r a nd a nd popu larity. The adve rt i sing f or t he se c onfe re nce s b u ilds a u th o ri ty as
w el l . R e g ar d i n g the wor kshop s, thei r so le fo cu s w ill b e t o e duc at e bu t e du c ate a s a g ro up .
B ui l d in g b on ds an d skil ls w ill b e an out co me o f t he se wo rkshop s. It will a llow peo ple to c o m e
to g e t h e r . F o o t traf fic wi ll inc rease by 10% u sing ev ent mark e t ing . All th ese sales pr o m o t io n s
w i l l e s s e n t i al l y crea te stro ng an d p osi t iv e wor d of mout h he nc e drivi ng up rev en ue .

Sales Promotion Objectives

O b j e c t i v e 1 : Use p rice offs th roug ho u t t he y ear 2 0 24 par t icu lar ly in the s prin g a n d f a ll
mo n t h s, t o in cen tivize peo ple t o c ome t o Mul ligans be caus e of t he c ost sa vin g s, th ereb y
i n c r e asi n g foot t raffic by 10 %.
 73

Sales Promotion Objectives cont.

S t r a t e gy 1: Apply p rice offs to Mul lig an’s prod uct s.
Ta ct ic 1 : Offerin g 40% o ff a b u ck e t of g o lf b alls when cu st o me rs bri n g t h e ir
fr i e n ds.
Ta ct ic 2: Off er 20% off if ne w c usto m ers bu y at hle t ic we ar a t Mu lligan s pr o s h o p
Ta ct ic 3: Whe n custom ers sp e nd ov e r $ 150 in the shop , offe r 5% of f on ea ch it em
b o u gh t after.
S t r a t e gy 2: Ap ply price offs t o ac t iv it ie s t ha t c an me asu r e per forman ce -ba s ed
ac t i v i t i es at M ulliga n s.
Ta ct ic 1 : Offer 1 5% off whe n a cust o me r brin gs a ne w fr ie nd me mber to t he
dr i v ing ran ge.
Ta ct ic 2: Offer 25% off w he n a custo m er brin gs a n e w family me mbe r to th e
dr i v ing ran ge.
Ta ct ic 3: If a custo mer bri ngs 4 ne w fam ily me mbers to any act ivity at M ul l i gan ’s
t he y ge t 50% off.
O b j e c t i v e 2 : Imp lem ent the use of e v ent ma rk e ting t hr oug hou t t he ye ar 20 24 , o n a
q u ar t e r l y b asis, th ese k ind s of ev e n t s wo uld drive foo t traf fic by 1 0% be cause it wo u l d
b r i n g a l ot of a tten tion to M ulli g ans.
S t r a t e gy 1: D o a conferenc e eve r y 6 mo nt hs a t Mulliga ns.
Ta ct ic 1: B ring guest sp eak e rs su ch as pr o fe ssio nal g olfe rs t o sp e ak o n t he r ea s o n
wh y t hey golf an d wh at golf r e ally mea ns t o t he world .
Ta ct ic 2: Disc uss clev er an d fu n ways t hat fa milies ca n e njoy go lf to ge t he r
Ta ct ic 3: Ho st a network ing e v e nt in wh ich colle g e s t u de nts c an c ome a nd c o n n ect
wi t h f ellow studen ts.
S t r a t e gy 2: D o a w orkshop every 4 mon ths at M ullig ans
Ta ct ic 1: Teac h colleg e stud e nt s h ow t o impro ve t he ir sw ing at t he drivin g ran g e.
Ta ct ic 2: T each a w hole family ho w all o f M ullig ans wor k s and disc u ss d i ff eren t
se r vi ces th ey hav e th at would be ne fi t familie s .
Ta ct ic 3: Teac h th e history of g o lf and it s impo rt an c e.
 74

Budget

T o ta l Sp e n t = $3 , 5 00
Pr o m o ti o na l Pr i c i n g
Br i n g s o m e bo d y g e t x % o f f, e t c .( R e fe r r a l D i scou n ts) =
$ 5 00
Sp e n d x a m o u n t , g e t x % o f f ( P r o m o ti o n s ) = $ 50 0
E v en t s
G o l f I m p r o v e m e n t Wo r ks h o p s ( Wo r ks h o p s ) = $ 75 0
G o l f N e t wo r k i n g M e et i n g s ( Co n f e r e n c e s ) = $ 75 0
G o l f M e e t Up s ( S p e c ia l t y Pa r t i es / E v e n t s ) = $ 1,0 0 0
 75

Rationale
Fi r s t , c u s t o m e r s a r e m o r e l i k e l y t o t r y s o m e t h i n g n e w o r p a r t i c i p a t e in a n e v e n t i f t h e r e a r e
m o n e y d i s c o u n t s . T h i s g e t s c u s t o m e r s i n t h e d o o r a n d w h e n t h e y h a v e a f a v o r a b le e x p e r i e n c e
t h e y t e n d t o c o m e b a c k . I t w i ll a l s o s p r e a d w o r d - o f - m o u t h b u z z a m o n g c o n s u m e r s i n c r e a s i n g
a w a r e n e s s o f t h e p r o m o t i o n ( U . S . c o n s u m e r s p r e f er r e d t y p e s o f r e c e i v e d p r o m o t i o n s i n C P G
and retail, 2020). Mulligans can apply price offs to Mulligans products. For example, offering
40% off a bucket of golf balls when customers bring their friends. Also, price offs can be
a p p l i e d t o a c t i v i t i e s t h a t c a n m e a s u r e p e r f o r m a n c e b a s e d a c t i v i t i e s a t M u l l ig a n s . T h e s e p r i c e
o f f s w i l l a t t r a c t c u s t o m e r s l o o k i n g f o r a d e a l a n d i n c r e a s e o v e r a ll s a l e s . N e x t , C o n s u m e r s a r e
willing to pay more for quality clothing but a discount will incentivize customers to buy the
product (Mintel, 2022). This means if Mulligans can apply these price offs, it will create a
sense of urgency to make the purchase before the deal ends.
Also, Mulligan’s target markets are college students and school-aged children. So, guest
s p e a k e r s m a k e a n i m p a c t o n t h e s e d em o g r a p h i c s i m m e n s e l y . B r i n g i n g i n a g o lf p r o f e s s io n a l t o
M u l l i g a n s c a n s p a r k c u r i o s i t y i n s t u d e n t s a n d p r o v i d e a d i f f e r e n t p e r s p e c t i v e . R e a l li f e s t o r ie s
serve as motivational boosters and give the students self-esteem and encouragement (Talent,
2 0 1 7 ). T h e s e s t o r i e s w i l l b e a b o u t w h y t h e y l o v e g o l f a n d h o w t o i m p r o v e o n y o u r g o l f s ki l l s .
W o r k s h o p s a r e a g r e a t s o u r c e t o g e t c u s t o m e r s i n t e r e s t e d i n M u l l ig a n ’ s G o l f C e n t e r . I t
p r o v i d e s a n o p p o r t u n i t y t o l e a r n a b o u t t h e g a m e w h i le s p e n d i n g t i m e w i t h f r ie n d s. W o r ks h o p s
have many benefits such as exploring new activities, receiving hands-on training, and
a p p l i c a t i o n . I t c a n a l s o h e l p r e a c h u n e x p e c t e d a u d i e n c e s a s w el l. R e v e n u e c a n a l s o b e
g e n e r a t e d f r o m t h e s e w o r k s h o p s a s w e l l . W h e n p e o p l e a t t e n d t h e w o r k s h o p a n d f e e l c o n f id e n t
t h a t t h e y k n o w h o w t o p l a y g o l f , t h e y w i l l w a n t t o c o m e b a c k ( W h a t A r e t h e B e n e f it s o f
T e a c h i n g a W o r k s h o p ? , n . d . ) . M u l l i g a n s c a n p r o v i d e w o r k s h o p s t o t e a c h c o l le g e s t u d e n t s a n d
families about golf, Mulligan’s services, and tips on how to improve your golf game.
N e t w o r k i n g e v e n t s a r e b e n e f i c i a l t o c o l l e g e s t u d e n t s t h r o u g h o u t t h e i r c a r e e r s . I t h e lp s t h e m
b u i l d c o n n e c t i o n s a n d r e l a t i o n s h i p s w i t h p e o p l e t h a t a r e i n t h ei r i n d u s t r y o f w o r k . I t i s a
c h a n c e t o s o c i a l i z e a m o n g p r o f e s s i o n a l s . S t u d e n t s w i l l b e i n s p i r e d b y t a l k in g t o p e o p l e a n d
hearing their stories. The driving range will offer a relaxed space for these events. It provides
people with an opportunity to meet professionals they would not have otherwise (Author,
n.d.).
 76

Rationale cont.
I t g i v e s s t ud e n ts n ew id ea s a nd fr esh pe rs pec t ive s t hat t he y may n ot h ave t h o ug ht o f b ef o re.
I t c an al so l e ad to jo b opp ortun ities in t he fu t ur e while bu ilding frie ndsh ip s. T h e m o re
s tud e n t s at t e nd n etwor king ev ents t he mo re co n fide nt t he y will be c om e , e sp eci all y a t
Mu ll i g an ’ s b e c ause it is a soc ial and frie n dly e n v ironme n t . Su ch ev en ts ca n pr ov ide peo pl e
w i th i m p or t an t a dv ice on g o lfing as we ll. Mu ll ig ans c an hav e se ve ral net work ing e ven t s t o
ga th e r w i t h o t her colleg e peers a nd so cialize a bout M u llig ans . This will sp re ad furt h er b ran d
a w ar e n e s s t o w a rd s M ulliga ns and crea t e s ocial co nne ct io ns for t he f u t ure . L ast ly , Mu ll i gan s
w i l l u s e 17 . 5 % of th e t ota l bud get on sale s pro mot io n. M u llig an s w ill se t a slig htl y h i gh er
p e r c e n t ag e f o r sales pro motio n bas ed on a few aspe ct s. Firs t , by o ffe ring price offs, M ul li ga n s
c a n di ff e r e n t i ate th e mselve s c ompar ed t o t he ir c om pe t it or s. Also , t his will a t t rac t c u s to m er s
to M u l l i g an s w ho w ould nor mally visit somewhe r e dif fe re nt . Pric e offs are a g ood wa y to ge t
r i d o f e x t r a s t oc k, w hich c an lo wer i nve nto ry cost s and clear u p spa ce . Eve nt s and w o r ksh o ps
w i l l ge n e r a t e buzz and att ra ct new c u sto me r s which will inc re ase br a nd aware ne s s . A l l o f
th e s e asp e c t s ex plain why Mu lligans sho uld alloc at e a s light ly highe r pe r ce nt of 17 . 5 o f th e
to t a l bu dg e t o n sal es pro motio n.
 77

Deliverables
 78

Personal Selling
T h e c o m mu n i c ation o bjectiv e B ey o nd Li mit s A ge nc y is wo rk ing o n t o a chie ve for t h is s ect i o n
i s to i n c r e as e the number of c ustomer visit s b y 25% fo r t he dr iving rang e by pe r so n a l s ell in g
a n d s p o n so r s h ip w ith in th e c alen dar y ea r. M ulligans can d o this in many ways. F or t h e
p e r s o n al se l l i n g sec tion of th e IM C pla n, sal es will in c rease b y 1 0% by se tt ing up M ull i ga n ’s
ta b l e s o n t he colleg e camp uses i n th e H ar rison burg ar ea using a cont in uous patt e r n b y
Dec e mb e r 3 1 st , 2 024. O n th es e tables , t he re wil l be t rif olds w it h all the info rmat io n t h at
a n y o n e w ou l d n eed to k now about service s o ffe re d , st u de n t nig ht in form at io n, c on t act i n f o ,
a n d m o r e . T he s e w ill be v ery h elpful t o e duc a t e t he st ud e nts a nd g ive t he m som et hin g to t ak e
h o m e i n c as e t h ey forge t any i nform at ion. Th e t rifo lds will also be a re minde r t o t he m o n ce
th e y l ea v e . T h ere w ill als o be sup port me dia it ems for the st ud en t s t o t ake ho me . Mu ll i ga n ’s
w i l l p u t o ut g olf bal ls , wa te r bott les, an d k ooz ie s all w it h Mu ll ig an’s lo g o o n t he m . Everyo n e
l o v e s f r e e t h i ngs s o by us ing th ese free p roduc t s aft er t he y le av e, t he y will be re m in ded o f
Mu l l i g an ’s an d basi ca lly be p rom otin g it t o o t he rs t o o. The s ec ond obje ct iv e t o achi ev e i n t he
p e r s o n al se l l i n g sec tion is incr easing s a le s by 1 2% by cr e ating pr e se nt at ion s t o p res e n t fo r
s tud e n t o r ga n i z ations in Har risonb urg u sing a cont inu ous pat te r n by D ec e mbe r 31 st, 20 24 .
T h is c an b e ac hiev ed by meeting with d iffere nt clubs and pr e se nt in g Mu lligans as a p l ac e
th e y w ou l d w ant to go. Send i ng out th e most e nt husias t ic pe o ple will help to ac hie ve t h a t.
A l so , e n s u r i n g tha t the p resenta tions a re t weak e d t o c at e r t o ward s e ach c lu b’s ne e ds i s
i m p o r t an t . A n o th er w a y to ac hieve t his obje c tive is to me e t wit h Duk e Club abou t hos t i n g an
ev e n t w i t h M u l lig a ns for the Ha rrison burg co mmunit y . This will be don e by sh owin g D uk e C l ub
a p e r s u as i v e p rese nta tio n tellin g them w hy t he y sho uld wa nt t o work with Mullig ans. T h is wil l
i n cl u d e v i s u al aid s of ho w this oppo rtu nit y cou ld help them p e rson ally as we ll as brin g th e
c o m m u n i t y c l o s er tog ether. K eepin g a data base of the pot e nt ial mem be rs o f Du k e Clu b s o
th at M u l l i g an ’ s can reac h out la ter is a lso imp ort an t to st a y con sist ent , so t he mem b ers
d o n ’ t f or ge t abo ut the o ppor tunity . Th e cam paig n them e can be inco r porat ed int o t his s ect io n
b y p u t t i n g “ Le t’ s Par-te e” on some o f t he su p port me dia ite ms as we ll as t he tr if old.
Mu l l i g an ’s s t o ry t o tell is to br ing y ou r frie n ds to t ry so me thing new and c om e t o Mul l ig a n ’s.
T h is w i l l b e e mbedd ed int o th e c lub a nd Du ke C lub pre s en t at io ns by u sin g im ag e s o f f ri e n ds
h a v i n g f u n an d po ssibly p erso nal tes timoni als. The o bj e ct ive s an d str at e g ie s will dire ct ly
r e a c h t he t ar ge t m ark et , Gen Z , becau se t he tabl e s will be s e t u p on colle ge c ampu ses a n d
th e p r e s e n t at i o ns w ill be d irec tly to c olleg e st u de nt s.
 79

Personal Selling Objectives

Ob je c t i v e 1 : Increase sal es by 10 % by t ablin g ac ro ss c o lle ge campu se s t o re ac h t he Gen Z
i n t he H ar r i sonbur g area by usin g a fli g ht ing pat t ern by D ec embe r 3 1 st , 20 24.
S t r a t eg y 1 : D esign and p lace a ppe a ling tab le s in st rat e g ic a re as aro und c amp us es , t h a t
at t r ac t the targ et marke t to a pproa c h and le arn m ore abo u t Mul lig ans.
T a c t ic 1: Set up t ri-folds o n the t able .
T a c t ic 2: Plac e ta bles w h ere t h e re is a lo t o f t arge t mark et foot t raff ic. S o a r ea s
s u c h as popular st ud y p laces and d in ing halls .
T a c t ic 3: Hav e larg e ba n ners o n bo th side s o f t he t a ble and have pe o pl e w ho a re
s t a n d ing behind h ave ma tch in g u nifor ms.
S t r a t eg y 2: Pro vide suppo rt medi a on t he t able s to re in forc e the me ssag e .
T a c t ic 1: Put f ree Mulligan g olf b alls out for p e ople t o t ak e.
T a c t ic 2: Ha nd out water b o t tle s t o st u de nt s.
T a c t ic 3: Put k oozies w ith t he M ullig an’ s log o o ut on the t able s.
Ob je c t i v e 2 : Increase sales by 12% b y c rea tin g pr e se nt at i ons t o pre sen t t o s tu de n t
o r g a n i za t i o ns in the Ha rrison burg ar e a to re ach t he t ar g et a udie nc e by using a fl i gh ti n g
pa t t e r n b y Dece mber 3 1st, 2 024.
S t r a t eg y 1 : M eet w ith stud en t clubs and p rese nt Mullig a n’s as a fu n, r e cre at i o n al ev en t
an d s p r ead th e message to tra vel ther e and b ring ot h e rs.
T a c t ic 1: Create tailor ed pre se n tat io ns t o e nsu re t he me m be rs will be in c li n e d t o
g o t o M ulligan s.
T a c t ic 2: Send out perso nable s ale spe o ple who will be ent husias t ic , f u n n y, a n d
p e r su asiv e.
T a c t ic 3: Crea te a follow- up pro c ess t o c re a te cu s t ome r lo yalt y.
S t r a t eg y 2: M eet w ith D uke C l ub about co llabor at ing wit h Mu llig an ’s t o c olla bo r a te o n
an e v e n t for the Harriso nbur g co m mu nit y.
T a c t ic 1 : Cr eate a ta ilore d pre se n t at ion t o inc lin e the d e sire t o w o rk wi th
M ul l ig an s.
T a c t ic 2: Pre sent v isual aid s to sh o w t he v alue o f Mull iga ns.
T a c t ic 3: Kee p a d atabase o f p ot enti al me mbe rs o f t he Du ke Clu b t o r e a ch o u t in
l a t e r m onths.
 80

Budget

Total Spent = $2,500

Sales Booth Table
Mulligan's Golf Booths = $1,000
Sales Presentations
Mulligan's Golf PowerPoints (PowerPoints) = $750
Mulligan's Golf Google Slides (Google Slide
Presentations) = $750
 81

Rationale
T h e as p e c t o f per sona l sellin g w ill ha ve a st ron g c ont r ibut io n to M ullig an's bran d. It i s a t
th e f o r e f r o n t o f wh at p eople, face to f ace , will int e ract w it h. So d e ve lo ping that st ro n g fi rs t
i m p r e s s i on i s cru cial. B ecause of tha t impor t ance , Mu llig an s will b e mak ing use of
p r e se n t at i o n s an d tables , w her e th ey w ill be p lace d d ire c tly in fro nt of t he t ar ge t ma rk et .
T h e r e a s o n b e hin d choo sin g th ese avenu es will b e ex plored start ing with t h e t able s.
Mu l l i g an s w i l l be set ting up tables a ro u nd co ll ege campu s es t o d raw t he t ar g e t marke t i n .
T h e se t ab l e s will be placed in spe cific are as w he re t he re is a lo t o f foot tra ffic. The rea so n
i s th at w h e n t here is a lot of foo t tra ffic t ha t will i ncrea s e t he c hanc e o f peo ple appr o a ch in g
Mu l l i g an ’s t ab les. T o imp rove t he opp ortun it y for pe ople a ct uall y appr oac h in g t h e se ta bl es ,
th e d e s i gn w i l l be a k ey fac tor. The d es ign will b e cons ist en t w it h Mulligan 's color s i n
a d di t i o n t he y wil l have la rge v ertica l banne r s on e a c h side of the t a ble s whic h will h e lp w ith
tu r n i n g h e ad s . O n the t ables th emselv e s, Mu llig an s will u se t ri- folds t o h and ou t an d o t he r
s up p o r t me di a. Suppor t med ia such as wate r bot tl es , k oo zi e s, and g olf balls. The hand in g o u t
o f t an g i b l e s w ill rein forc e Mulli g ans in t he ir me mo rie s. This is pow e rful and t his is th e
o b je c t i ve o f t h ese tables. Th e o bjecti ve is t o c rea te a me moriza t ion link and t h e se t a bles
a s s i s t w i t h t h at. To add to th e effective ne ss o f t ables, M ulligan s will also be e xe c ut in g a
s er i e s o f p r e s enta tion s to stu d ent o rg anizat ions at the se co lle g e c amp u se s. Th e se
p r e se n t at i o n s wi ll elev at e Mull ig a n's impa ct in t e rms o f aware n e ss. Wh e n t arg et ing l ea de rs
o f t h e s e c o l l e ge c ommun ities it w ill in s tant ly c re ate aw areness , t he re ason is these l ea ders
w i l l t h e n t al k to the ir orga nizat ions reg ar ding M u lligan s . So t he or et ically sp e ak in g if o n e
p e r s o n s p r e ad s M ullig an 's info rma tio n to 1 0 , 20 , or 50 + pe o ple , it w ill r e ally he lp M u ll i ga n ' s
b r an d . T h at ’s no t even mentio ning w hen t he se o rg anizat ions d o have m e mbe rs co nve r t i n to
Mu l l i g an ' s c us tom ers. Als o, it is impo r tant t o me nt i on t hat t he organ izat ion s h ave a
r e p u t at i on a s we ll. It wo uld on ly help t he m whe n t he y supp o rt lo cal busine sse s. Ac cordi n g t o
th i s ar t i c l e o n Stat ista, in divid u als w er e aske d as t o w ha t t he y t ho u g ht we re t he mo st
a p p e a l i n g as p ects of dir ect se lling in t he U.S. 6 9 % o f Re s pond en t s sa id t ha t they bel i ev ed
s up p o r t i n g s mall b usines ses wa s th e most appe alin g aspe c t of d irec t se lling, and sim il ar ly ,
6 7% o f r e sp o n d en ts also sa id th at perso n alize d se r vice t hat dire c t s se lle rs p rov ide w ere th e
m o s t ap p e al i n g to th em ( United States : Appe al of dir ec t se lli ng chann e l 20 1 9, 2 021 ) .
Co n t i n u o u s l y, w h en Mu lligans m a kes the se prese n t at ion s t he y w ill be tailore d. Me a nin g
Mu l l i g an s w i l l clear ly dem on st rate w h y t he y c an mee t the ne e ds t hat t h e se o rganizat io n s
s ee k, s p e c i f i c ally w h en th eir co llege orga n izat io ns ( J ua n, 2 023 ). Add ing the follo win g
p r o c e s s w i l l add a la st t ouch t o th is p ro ce s s.
 82

Rationale cont.
So, t o e x e c u t e the se effo rts B e y ond Limits will be a ll ocat i ng $ 2, 50 0 i.e . 12.5% . It wi l l b e
e no u g h t o e x e cute th ese e ffort s and p ro vid e the re su lt s t hat M ulligan s se ek s. 1 2. 5% i s t he
b u d g e t f o r p e r so n al sell in g d ue to th e f ac t pe r sonal se lling is mo re e xpe n sive t o e x e cut e
c om p a r e d t o o ther fo rms o f a dver tising . A lso, pe r sonal s e lling all ows sa les repr e se n t at i ves t o
c h an g e t h e i r sa les p itch b ased o n each c u st om e r’s re sp onse an d ove r all reac t ions. U s in g
1 2.5 % of t he ov e rall bud g et fo r pers onal se l ling allo ws Mu llig an’s t o bu ild a m ore pers o n al
r el at i o n s h i p w ith their c ustome rs and dev elop t rust . Split t in g the bu dge t be t we en e ven ts
( $ 2 5 0 0 ) a n d p r omotio nal p ricing ($1000 ) t o t arge t t he G e n Z an d fam ilies will he lp in crea s e
s a l e s an d b u i l d cus tomer loyal ty tow ards M ullig ans which is an e nd g oal.
 83

PR/Publicity
T h e c o m m u n i c a t i o n o b j e c t i v e t h a t th e p u b l i c r e l a t i o n s / p u b l i c i t y r e c o m m e n d a t i o n s i s t r y i n g t o
achieve is to increase the percentage of consumers in the Gen Z and Youth that desire by
1 2 % f o r t h e d r i v i n g r a n g e b y u s i n g s u p p o r t m e d i a a n d p u b l i c r e la t i o n s w i t h in t h e f ir s t h a l f o f
t h e y ea r . T h e f i r s t r e c o m m e n d a t i o n i s t o h o s t c o m m u n i t y e v e n t s t h a t r a i s e a w a r e n e s s b y 1 0 %
in the Harrisonburg area using a flighting scheduling pattern. Such events include hosting a
5 k r un a t M u l l i g a n ’ s G o l f C e n t e r . T h e e v e n t w i l l b e w e l c o m e t o a l l a g e s a n d g en d e r s , s o
e v e r y o n e c a n e n j o y t h e m s e l v e s . A f t e r t h e 5 k r u n , o f f e r t h e p a r t i c i p a n t s t h e a b i li t y t o p la y o n
t h e d r i v i n g r a n g e t o e x p e r i e n c e w h a t M u l l i ga n ’ s h a s t o o f f e r . E m p h a s i z e t h e b e n e f it o f
p h y s i c a l a c t i v i t y t h a t t h e e v e n t c a n p r o v i d e . In o r d er t o d o t h i s , t h e r e w il l b e a p r e s s r e le a s e
t o l o c a l n e w s p a p e r s a n d t e l e v i s i o n s t a t i o n s i n t h e a r e a . T h e p r e s s r e l e a se w i l l i n c lu d e
i n f o r m a t i o n r e g a r d i n g t h e p u r p o s e o f t h e e v e n t a n d w h y M u l l i g a n ’ s i s h o s t i n g t h e r u n . I t w il l
a l s o i n c l u d e t h e d a t e a n d t i m e o n w h i c h t h e e v e n t i s h a p p en i n g . T h e p r e s s r e l e a s e wi l l
provide information about Grilligan’s so participants can grab a bite to eat after the run.
M u l l i g an ’ s w i l l a l s o p a r t n e r w i t h a l o c a l n o n - p r o f i t o r g a n i z a t i o n c a l l e d F i r s t T e e S h e n a n d o a h
V a l l e y . F i r s t T e e p r o v i d e s g o l f p r o g r a m s f o r t h e y o u t h t o b u i l d l e a d e r sh i p sk i l l s. T h e r e w i ll b e
a n e v e n t w h e r e 2 0 % o f p r o f i t s f r o m t h e d r i v i n g r a n g e w i l l g o t o F i r s t T e e t o h e l p f u n d t h e ir
youth programs. There will be a press release about the date and time of the event while
e m p h a s i z i n g t h a t M u l l i g a n s h o p e s t o h e l p ex p a n d F i r s t T e e ’ s y o u t h p r o g r a m s . M u l l i g a n ’ s w il l
also host a fundraiser at the driving range for local elementary golf teams in the area.
M u l l i g an ’ s w i l l d o n a t e 5 0 % o f t h e p r o c e e d s t h r o u g h a r a f f l e t o t h e g o l f t e a m s. T h e r e w i ll
a l s o b e a s t a t e m e n t f r o m M u l l i g a n t o s t r e s s t he i m p o r t a n c e o f t h e e v e n t a n d h o w it s h a p e s
c h i l d r e n . T h e r e w i l l b e i n f o r m a t i o n a b o u t t h e t i m e a n d d a t e o f t h e f u n d r a is i n g e v e n t a s w e l l.
 84

PR/Publicity Objectives
Ob je c t i v e 1 : P ut on eng agin g com mu nit y e ve nt s in the yea r 20 2 4, t hat rais e awa r en es s by
1 0 % i n t he Harris onbur g area by us in g a flig ht in g sche dul ing pat t e rn.
S t r a t eg y 1 : Host a 5k run at M ulligan ’s G olf Ce nt er.
T a c t ic 1: E mp h asize the ben e fit of physic al ac ti vit y.
T a c t ic 2: Hav e t h e ev en t be we lcom e t o al l ag e s t o p art ic ipa te .
T a c t ic 3: Off er pa rticipa nts t he a bilit y t o pla y on t he drivin g rang e af t e r th e run .
S t r a t eg y 2: Send i n press rele ase s t o loca l newspa pe rs t o inclu de.
T a c t ic 1: Inclu de in forma tion r eg ardi ng t he purpo se of the e ve nt .
T a c t ic 2: In clu de th e d ate on whi ch t he e ve nt is happ en ing .
T a c t ic 3: Pro vide infor mation abou t Grilligan ’s.
Ob j e c t i v e 2 : Host charity-ba sed e ve nt s in t he H ar rison burg co m munit y t o raise a war en es s
b y 10 % f or bot h Mulli g ans an d the c harit y d uring t he spring and f all t ime s of th e y ea r
2 0 2 4 u s i n g a flighti n g sche duling pat te rn .
S t r a t eg y 1: Ho st fund raisers at t he dr iving rang e for l oc al e l em en t ary g olf te a m s i n
t h e ar e a.
T a c t ic 1: M ulligan’ s w ill do nat e 50% o f t h e pr oce e ds fr om a r affle to e l em en t ary
g ol f t ea ms.
T a c t ic 2: Release a stateme nt f rom Mu lligan’s t o inc lu de in t he p re ss rel e as e to
s t r e s s the impor ta nce o f the e ve nt.
T a c t ic 3: In clu de informa tion ab ou t the t ime o f the e ve nt .
S t r a t eg y 2: Partn er with a lo cal no n–pr ofit o rg aniza tion c a lle d Fir st-Te e f o r an ev en t.
T a c t ic 1: M ullig an’ s w ill g ive 2 0 % of p rofit s to Firs t Tee to he lp fu nd t he i r yo ut h
p r o grams.
T a c t ic 2: In clu de in the pre ss rele a se t he dat e and t ime of the e ve nt .
T a c t ic 3: E mp hasize Mullig a n’s hop es t o h e lp e xpa nd Fi rst Te e ’s y out h pr ogra m s.
 85

Budget

Tota l Spent = $1,0 00

Comm unity Eve nts
M ulligan 's 5k Run = $500
Charit y B ase d Eve nt s
F i r s t - T ee Partn ersh ip E v ent = $50 0
 86

Rationale
F i r s t , u si n g p u blic r ela tio ns and public i t y, Mul ligans ca n t ar ge t t he G e n Z wit h spe c ia l
f un d r ai s e r s a n d event s to ga i n furth er awa rene ss an d e ng age m en t . G e n Z is ve r y p o lit ic al ly
a c ti v e an d s o c ia lly aw ar e. 70 % of Ge n Ze rs t hi nk t he y c an mak e a chang e in the worl d . As a
r es ul t , t he y ar e m ore in clined to att en d e ve nt s and t a ke par t in f undraising e ffort s fo r
c a u se s t h e y b elieve in. Th is w ill ca use fu r t he r aw are ness a nd pr o mo te M ulligans. (Th e An n ie
E . C as e y F o u n d ation, 2 022). A lso, vo lunt e e rin g and c ommu n ity se rvi c e a re v ery pop ula r a mo n g
G en e r at i o n Z . The y like to be in volved wit h o t he rs and t he co m munit y. I n f act , a surve y b y
V o l u n t e e r M at c h found th at n early h alf of Ge nerat io n Z has v o lunte e re d at som e point bef o re.
T h is m e a n s t h at ev ents th at en c oura ge volunte e r ing or commu n it y se rv ic e e ve n t s t arge te d at
t h e m c an b e v ery succes sful in rea ch in g t he m (Fe rr y, 2022 ). Mu lli g ans c an pro vide
c o m m un i t y b as ed even ts and char ity e ve nt s. Mullig an s G olf c an port ray it self a s a so ci a l l y
c o n s c i o us b u si n ess by p artn e rin g w ith First -Te e , a n onpro fit, an d host in g 5K s. Th e se e v en t s
wi l l p r om o t e p hy sical a ctiv it y an d inclu d e infor mation abou t t he e ve nt . Also , 74% of G en Z
t h i n k s b u s i n e s s es sh ould supp o rt peop le in ac hie ving t he ir social and individual g oals.
M ul l i g an s c an sen d out p ress r eleases t o spre a d ne ws about t he u pc o min g e ve nt t ak in g pl a ce
a n d w h y t o c o m e join. Th is w ill incr ease e xpo su re t o ward s Mu llig a ns as well as gain t he
a tte n t i on a n d sup p ort of som e of G en Z (St at istics — Busin ess of P urpo se , n. d. ). Also , w he n
g et t i n g t he at tenti on of G en Z, i t is impo rt ant t o pr o vide d ist inc tive and significant
e x p e r i e n c e s . T he y are a ll a bou t buildin g a be t t er world and v aluing t h e c omm unit y. 6 8% o f
G en Z e r s e x p e ct busin ess es to c ontrib ute t o s o ciet y ( L og in or Sig n u p t o Vie w, n . d. -b)
T h e r e fo r e , t h r o ugh usin g public relat ions an d pub licit y M u llig ans can ra ise awa re n e ss by
g i v i n g b ac k t o the comm unity t hrough t h ese spec ia l ev en ts. It is also im por t ant t o addre s s
p r o b l e ms w i t h the env iro n men t an d b e pro a ct iv e ag ai nst t he m. 87% of G en Ze r s ar e wo rri ed
a bou t t h e e n v i ron ment a nd th e plan et ( &Lsq u o ;Tru e Ge n&Rsq uo; G e ne r at ion Z and It s
I m p l i c a t i o n s f or C omp a nies, 2 018). M ullig an s c an re ach a l arge au d ie nc e by prom oting e ven t s
t h a t s up p o r t c au ses rela ted to the en viro nmen t and tap in t o t he ir v alu e s. F or e x amp le,
h o s t i n g a f u n d ra is er eve nt for local g olf t ea ms and dona ting it t o a spe c ia l ch arit y. W h en
d oi n g t h i s i t i s also impor tant t o exp l ain how Mu lliga n’s it se l f is t ak ing diffe r e nt acti o n s t o
p r o t e c t t he e n v ironme nt. O ne exa mple wo u ld be t o spe ak abou t t he e liminat io n o f on e-ti m e-
u s e p l as t i c s t h at ar e used at the restau r ant G r illigans. B y showin g t hat Mu llig an’s c are s an d
i s t ak i n g a c t i o n, Ge n Z w i ll be mo re inc line d t o supp ort t he m.
 87

Rationale cont.
Fi nal ly , t he b udget for p ublic r elation s is 5% of the t o t al bu d ge t bec ause t his will hel p
Mu l l i ga n s G ol f rea ch a la rg e an d ex pa nding a u dienc e, de ve lo p brand lo yalt y and awar en es s,
s h o w so c i al r e sp onsibil ity, an d pro duce wo rd-o f-mou t h mark et in g, all of which c an u lt im a tel y
r e su l t i n i n c r e a sed reve nue an d succ ess for t he bu sin e ss. These ev en ts are space d o u t t o b e
ei th e r o n c e a mo nth or once every three mo n t hs whic h is why p u blic r e la tio ns is not a n y m o r e
th an 5 % . O v e r all, th ese fac ts show th at Mu lligan s shou ld t arg et Ge n Z wit h p ublic rel at io n s
a n d p u b l i c i t y cam paign s for charity eve nts a nd fun drais ers. This is be ca use G e n Z is very
s oci a l l y c o n s c io us, th e y all h a ve stro ng valu es and e xp e rie nce s, and t he y lik e t o se e po s i t ive
c h an g e s t o t h e wo rld.

Deliverables
 88

Sponsorships
M ul l i g an ’ s w i l l aim t o in cr ease th eir ove r all awar e ne ss by 15% wit hi n 3 mo nt hs of lau n c h in g
t h e i r c am p ai g n ev en t by appeal ing to co lle ge c rowd s u sing p art ne r ships wit h ot he r em pl o yers
a n d h o st i n g s p o nsorsh ip even ts. M ullig an’s w ill bo o st sale s among c ust om e rs by 18% be fo r e
D ec e m b e r 3 1, 2 023. M ullig an’ s will a cco mp lish this b y hostin g ev ent spo nsorships an d
p a rt n e r i n g w i t h o ther bu siness es to r e ach t he ma xi mu m nu m be r of p e ople p o ssible in the
a r e a . B y p a r t n e ring wi th multi ple busi n esse s an d do in g se ve ral diffe r en t sp onsor sh ip s ,
M ul l i g an ’ s w i l l be ab le to at tract multip le se g me nt s of t he t a rg e t marke t a n d a ppe al to ea ch
o n e i n t he i r o wn specifi c way . Mulli ga n’s w ill also be able t o prod u ce sale s in th is fo rm at as
t h e m o r e p e op le are ex p osed t o a new , fun a ct ivit y the more li ke ly the y a re to t e ll o t he rs
wh i c h i n t u r n will also c reate m ore a warene s s and boo st sale s. Mu llig an’s will in c orp o ra te
t h e c am p ai g n th em e in to this sec tion by aiming to t arge t spon sorship s a nd/or bu sines s e s
t h a t a r e c o l l e ge fr ien dly and typica lly att r act a l arg e c ro wd o f st u d en t s. The st ory M ul li ga n ’s
wi l l ai m t o t e l l is h o w com mon it is for a g rou p of f rie nds t o not have any t hing fun to do an d
wa n t t o e x p l o r e the nig h t out. As they beg i n to p on de r t heir t ho u ghts, someo ne c ome s u p
wi th t h e i d e a t o tr avel t o Mulli gan’ s, an d u po n arr iv al, t he y are asto unde d by all t h e f un
g a m e s an d ac t iv i ties tha t th ey gaze up on. The y en d u p ha ving a g r eat nig ht wher e th e y wo u ld
r etu r n fo r y e a rs to co me and enco urage o t he rs t o do t he same .

Sponsorships Objectives
O b je c t i v e 1 : G ain an even t spon sorshi p t o re ach G e n Z in t he H arris onbu r g area t h at w il l
m ak e t h e w ho le p roces s o f hostin g a co n fere nc e mo re s traig ht fo rwar d an d incr e as e t h e
r e v e n ue b y 5 % by Sep t ember 3 0th , 2 0 24 usin g a flig ht in g sche du le .
S t r a t eg y 1 : Have th e event sp o nsor prov ide di ffere nt f orms o f con tributi ons.
T a c t i c 1: Th ey c an prov id e give a ways and r affle pr izes t o winne r s o f t he r a ff le .
T a c t i c 2: They c an prov ide s amp le ite m s t o g iv e fo r fr e e
T a c t i c 3: They c an prov ide diff e re nt int e ra c t ive ac t ivit ie s
S t r a t eg y 2: Par tn er with th e e ve nt spons or t o assist w it h di ffere nt m ark et in g
s t r a t e g i e s.
T a c t i c 1: Th ey c an offer id eas o n how to ma rk et t he c onfe re nce .
 89

Sponsorships Objectives cont.

T a c t ic 2: They c an make su g ge st io ns on adjust ing t he d es ign of t he c onf er en ce .
T a c t ic 3: They c an assist in t he pla nning and r unning of t he c o nfe ren ce s.
Ob je c t i v e 2 : Partner w ith m edia spon sors t o he lp u s e xec u t e mo re p ro mo t ion s to r e ac h
G e n Z an d f am ili es, t h ereb y in crea si ng e xp osu re by 12% in t he H arr ison burg area us i n g a
fl i g ht i n g s c hedule.
S t r a t eg y 1: M edia sp onsors can pro vide supp ort in t erms of a dve rt is ing tow ards t he
s p e c if i c target ma rket.
T a c t ic 1: Th ey c an map ou t an ad ve rt i sing sc he dule .
T a c t ic 2: They c an help put to ge t he r a m ore p rec ise ta rg e t mar k e t.
T a c t ic 3: Guid e with execut ing an effe ct ive mark e t ing ca mpaign .
S t r a t eg y 2: M edi a sponsor s can he lp by s haring t he ir re so u rce s.
T a c t ic 1: Th ey c an prov id e fina ncial s u ppor t by e xp andin g t he bu dge t .
T a c t ic 2: Med ia sponsor s can p ro vid e insig ht s on t re nds wit hin t he g olf in dus tr y.
T a c t ic 3: Med ia sponsor s could he lp i n ge t t in g m ore sp onso r s on b oard .
 90

Budget

Tot a l Spe nt = $1 , 0 0 0
Ev en t Spons or s hip
D ick 's Spo rt ing G o ods Spons or (Spo rt s R el at e d Bus ine ss ) = $ 2 00
Jack B rown's Sp onsor ( Loc al H arr isonbu rg Bu sine s s) = $ 2 00
Med ia Spons o r ship
JMU G olf Spon sor (St r ong m e dia p re sen ce /vo ic e in me dia) = $ 6 00
 91

Rationale
M ul l i g an ’ s w i l l utiliz e even t spon sorship t o in c re ase t he r e ve nu e an d bran d a wa re ne s s .
A c c o r d i n g t o N on pro fithub, 61% o f con su me rs a re willi ng t o tr y a ne w bra nd be cause o f i ts
a s s o c i at i on w i th a part ic ular ca use ( Horri g an, 201 4) . Since su c h a lar ge pe rc e nt age o f
c us t o me r s s h o w interes t in a c omp a ny be ca use of t hei r asso ciat io n wit h a c a use , t his co u ld
b r i n g M u l l i g an ’s ma ny mo re ne w custo mers, w ho can then t ur n int o loyal c ust om e rs. T o o b t ain
t h i s s p o n s o r sh ip , M ullig an ’s c an don ate mon ey or re s ou rce s t o a c ert ain no npr ofit wh o wi l l
i n - t u r n , s p on so r them . On e of the best ap proac he s t o t his sp onsor ship wo u ld be for
M ul l i g an ’ s t o be sp onsor ed by a loca l g olf t e a m su c h a s a yout h le ag u e o r co lle ge te a m s s u ch
a s JM U g ol f. T his w ill fit best wi th wh at Mullig a n’s is a ll about . In e xchan ge f or Mulli ga n ’s
g i v i n g t he t e am eith er mon ey o r reso urce s, Mulligan ’s wou ld ge t pr omot ion al be n e fit s i n
r etu r n . O n e e x ample of this co uld be put tin g t he Mu ll igan’s lo go on t he ir jerse ys fo r m o re
b r a n d e x p os u r e (Ind eed Ed ito rial T ea m, 20 23 ). H avin g t his pro mo tio n fro m the spon so r co u ld
n o t o n l y c at c h people ’s eyes that ar e alre ad y wa tc hing or play ing go lf, b ut also st ir up s o m e
c o n ve r sa t i o n s about w ha t tha t logo i s. The spo nso r c o uld pro vid e cont r ibu t ions su c h a s raf fl e
p r i ze s , i n s i g h t , and bann ers. T he raf fle must b e for s o met hing t ha t t he t ar g e t marke t w an t s ,
wh i c h i s G e n Z . So me of t h e po ten tial bene fit s of host ing a ra ffle are in cre ased bran d
a w ar e n e ss, ga th er in g cus tomer feed b ack , a nd imp ro ving c ust om er loyalt y an d e n g age m en t.
( Ghi m i r e , 2 0 2 3) Th e spon sor c ould a lso pr ovide la rge bann e rs fo r u s t o ha ng u p in side an d
o u t s i d e o f M u l liga n’s to prom ote it. A ccor ding t o the Ou t door Adv ert ising A sso ciat ion o f
A m e r i c a, w h e n ou t of h o me ad vertisin g is use d it inc re ase s d ig it al se ar ch by mo re t ha n 4 0%
( T h e P ow e r , 2 02 1). Ha v in g the extra a tt e nt io n wou ld brin g in new cust om e rs wh o pas s b y it .
P a r t n e r i n g w i th media s pon so rs wi ll also be ne ce ssar y t o e xe c u te more pr omo tio ns. Medi a is
v er y i m p o r t an t w hen r each in g Gen Z. H avin g me dia sp onso rs will guarant e e a ce rt ain le vel o f
e x p o su r e w h i c h w ill ben efit Mu lligan’ s . Mu llig an ’s will u se t he se sp onso rs t o mak e su re th e
c a m p ai g n i s p r o viding th e val ue it n eed s. The se me d ia spo nsors will also help to m e a s u re th e
m ed i a v al u e t o det ermin e w hat is wor k in g well and w ha t is n ot (St e fl, 20 20). Ov e rall, ha v in g
s p on so r s w i l l be e xtrem ely ben eficial i n many d iffe re n t are as . O ne is be ing able t o b ui l d bo t h
b us i n e s s a n d c u sto mer r elation ships w it h t he c ommunit y t hroug h the sponsor . Also ,
s u p p o r t i n g a g oo d caus e w ill gi ve M u llig an’s a go od re pu t at ion whi ch is ve ry im port a n t f o r
e s ta b l i s h i n g a bran d ima ge that p eople w ant to su pp o rt .
 92

Rationale cont.
Sp o n s o r s h i p s w ill also he lp fin an cia ll y wit h r ea ching s ale s go als and in cre asing t he r etu rn o n
i n ve s t m e n t ( I n de ed E d i torial T eam, 2 02 3). So , it is c le ar that t his c an b e a h ig h ly v a lua bl e
p a r t of t he m ark eting pl a n. Ba sed o n the info rmat i on fro m man y differe nt sou rc es, t he co s t
f o r e v e n t s p o n s orship s rang es quite a bit d e pe nding on ma n y diff e re nt f act o rs suc h a s
b u s i n e s s s i ze and a nnual revenu e. This part o f Mu lli g an’s mar ke t ing p lan will be re la t ive l y
s m a l l c o m p ar e d to the o th er a spect s s o it i s only w orth 5%, or $ 10 00 an nu ally. F ro m lo o ki n g
a t t h e m e di a f low c hart, ev ent an d med ia spo nsor ships ar e no t n ea rly as freque n t a s eve r y
o th e r as p e c t so i t makes sen se for the bu dg e t t o be 5%. The me d ia spo nsorships will a ls o
h a pp e n m or e f r equent ly beca use th ey a re onc e a mon t h whe re as the e ve nt spon so rshi ps
h a pp e n t w i c e a ye ar. T h is is w h y med ia spo nsors hips ar e alloca te d $60 0 and e ve nt
s p on s o r sh i p s get $400 .

Deliverables
 93

Media Flowchart
 94

Media Flowchart cont.

 95

Budget Breakdown
 96

Budget Summary
A b ud g e t o f $ 2 0,0 00 wa s alloc ated to mark e t ing e ffo r ts t o be u sed o ve r the span o f Ja n ua ry
2 0 24 t o De c e m ber 202 4. B ey on d L imits Ad Ag e ncy ha s fu r ther por t io ned th is budg e t b as e d
up o n d i f f e r e n t m edia c ategor ies an d will u s e the mone y t o de pl oy spe c if ic st r a te g ie s an d
ta ct ic s t o at t r ac t the tar get ma rk ets a nd ac hiev e t he mar k e t ing an d co m munic a t ion go a ls .

T h e m aj o r i t y o f the budg et, 20 % $4,00 0 , has be en alloca t e d t o social m e dia . Social m edi a i s
a r ap i d l y g r o w i ng realm of ma rketin g e ffort s t he se da ys, an d comp anie s are be ginning to
un d e r st an d h o w to util ize it. With w a nting t o t ap in to t he c olle g e st u de n t m arke t in th e a r ea ,
s oci a l me d i a p ro v ides a direc t lin k t o t he m. An d so c ial me dia is an a rea whe re Mu lliga n ’s ca n
i m p r o v e o n . R i g h t n ow , Mulli g an’ s m ai ntain a we bsi te , a Tik T ok , an Inst agr am, and a F ace bo o k ,
b u t t h e a c c ou nts f or th e Insta g ra m an d Tik To k ca n v ast ly b e ut ilized more . Th is is wh y a lar ge
p o r t i o n o f t h e b udg et w as allo cated t o Inst a gram po st s an d ads and Tik Tok post s and a ds . A
d ec e n t p o r t i o n of th e bud get , 12% $2, 400 , w as also de dic at e d t o t he digit al m arke t i n g
ef f o r t s . H o w e v er, with wanti ng colleg e st udent s as t he f irst tar g e t mark et prior it y a n d
a l r e a dy h av i n g a g reat w eb pres ence a nd well- run m ain we b site , the budge t c o uld be s l i m med
d o w n sl i g h t l y in th is area to g re ater emp ha size the p ush int o t he so c ial m e dia wo rld wi th th e
s oci a l me d i a b u dg et.

S a l e s p r om o t i on effort s also receiv ed a larg e p o rt i on of the bu dge t , 1 7. 5% $ 3, 50 0, a s th e re

a r e m a n y o p p o rtunities in this field t o re ac h t he main t arge t a udie nce . The st rat eg ies a n d
ta ct ic s fo r sal es p romo tion e fforts are all c at e red t o bri ng ing mor e aware ne ss t o Mu ll i ga n ’s
a n d t h e op p o r t unities a w aitin g , ev en tu ally r es ult ing in an inc re ase o f sale s vo lum e. An d if
th e r e is o n e t h ing “brok e” col lege stu de nt s lo ve , it is d iscou nts an d e ve nt s. S a le s p r o m o ti o n
s tr a t e gi e s an d tac tics al so tie i n with o ther ca t e g orie s s uc h as t he persona l sellin g e f f o rts ,
w h i c h h as a b u dg et of 12 .5% $ 2,500. Wit h t he sales p romot ion br ing ing t he c u sto mers i n a n d
th e p e r s o n al s e lling effor ts suc h a s pr e se nt ati ons an d Mu ll ig an’s b o ot hs building on t ha t w it h
a mo r e i n d i vi dua lized e xperie n ce fu rthe r c re ating a re la tio nship, a loya l cu st o me r is ju s t
w a i t i n g t o b l oom.
 97

Budget Summary cont.

T r a d i t i o n al ad v ertisin g and d irect mark et ing t og e t he r mak e u p 15.5% $3, 10 0 of t h e bu dge t,
5 . 5% a n d 10 % , $1,10 0 and $2,00 0. A lt ho u g h many c ompan ie s inve st hea vily in t o t hes e
c a te g o r i e s, a diffe rent p icture ha s been visu aliz ed . Wit h kn owin g h ow t h e t arge t mar ket o f
c o ll e g e s t ud e n ts b ehav e a nd th eir tend e ncie s, a g reat e r budg e t is not n e ce ssa rily n e e ded t o
a c h i e v e t h e m ain g oal. B y p utt ing great er e ffor t s int o t he soc ial media wor ld , a cut b ack wa s
n ee d e d t o b e mad e to t h e oth er sid e o f t he spe c trum t o t rad it ion al adv ert isin g a nd di re c t
m a rk e t i n g . H owe ver, w ith ke eping t he se co nd ary t a rg et mar ke t o f t he yout h a nd t he ir
f a mi l i e s i n m i nd , a n a ppr opria te amo unt wa s assig n ed in the b udge t to c ont inu e cat eri n g in
th e s e as p e c t s. Sup port m ed ia comes in wit h a bu dge t of 6 . 5% $1 , 30 0. Th is in clude s al l o f
th e b an n e r s an d venue s ignag e th at wi ll be cre a t e d fo r Mu llig a n’s to also he lp br in g m o re
a w ar e n e ss t o th e public. PR/P ublicit y and Sp o nso rship bo t h com bine t o 1 0% $2, 0 00 o f th e
bu d g e t , 5 % a n d 5 %, $1 ,000 and $ 1,000 . The se in volve M u lligan’ s charit y an d lo c al
c o m m u n i t y e v e nts and spon sorsh ip w o r k wit h higher pow e r co m panies and t h e lo cal
Ha r r i s o n b u r g busi nesses. Less financ ial reso urc e s w er e inve st ed int o t he se a sp e ct s du e t o
s o c i a l me d i a and sales p romo tion pl aying a m o re imp ortan t role in the con su me r’s m i n d.
L a s t l y , m e as ur em ent an d evalu ation tak e up t he re main ing 6% $ 1, 20 0 to be u se d o n a n aly t ic
w o r k a n d e v a l uation m easure s.
 98

Measurement and Evaluation

A l l t h e e ff o r t s that B e yond Lim its A ge ncy has pu t t oge t h e r, w hic h will be e xecu t e d by
M ul l i g an s , w i l l hav e to b e tr ack ed for their e ff ec t ive ne ss . The pu rpose of th is t rac ki n g i s to
e ns ur e t h a t t h e m arketi ng camp aig n has de live r ed t he r e su lt s and t o e nsu re t hat it wa s n ' t a
w a s t e o f r e s ou rce s a nd time. Th erefore, Mull igan’s ha s a cco u nt ed for $2, 00 0 ( 10 % o f T o t a l
B ud g e t ) f o r t h e use o f meas ureme nt and e valuat ion. Fir st , is de finin g what will be m ea s u red
a nd t h e r e ar e two aspec ts of th is ca mpaig n t hat will warra nt t ra ck ing. T hose a re e ach o f t h e
o b j e c t i v e s f or each c h anne l desc ribed i n t he plan and t he ov er all re v e nu e o f M u llig a n s . W h en
th es e t e s t s ar e ex ecuted , it w ill v a ry ba sed o n t h e chan nel. O ve rall, t he se te sts wi ll b e
c on du c t e d ev e ry 4 month s to g ive en ou g h tim e for t he t ac t ics to do th eir job and giv e us
e no u g h i n fo r m a t ion to a nalyz e. The 4- mont h pe riod will al lo w u s t o ma ke an y a djust men ts a s
w el l . T h i s w i ll g ive us flex i bility an d adap tat ion . Re g ard ing t he spec ifics, m ea s uri n g
tr a d i t i o n a l adv erti sing will con sist o f su rve ys to se e how m any pe o ple c a me t o M ul li ga n s
be c a us e o f t h e rad i o and prin t ad ve rt isi ng . Fo r dig it al ma rk e t ing , the SEO sid e ca n be
m ea s u r e d b y t h e traffi c a nd b oun ce r at e as well. Dis play ads will be m e asu red by s u r veys .
S e e i n g e m ai l marketin g’ s e ffectiv en ess i s st ra ightfo rw ard bec ause all t hat must be t ra ck ed is
th e n u mb e r o f op ens a nd c lick thro u gh r at e s. So cial me d ia wil l foc u s on t rac kin g th e
p la t f o r ms I n s t ag ram an d Tik Tok. The nu mb er o f lik e s an d vie ws o n bo th plat f orm s will pro vi de
a n ov e r al l v i e w of perf orma nce. Rega rding su p port me d ia, it consi st s o f drone s, bann e rs , a n d
v enu e si g n ag e . Th e use of s urv ey s for t his f orm o f adve rt ising will be mo st u se ful. Mea s u ri n g
s a l e s p r o mo t i ons w ill be strai gh tfor w ard f or pro du ct s u s ing pric e -offs b e cau se in c re as es o r
d e c r e as e s f o r t h ose pr oduct s w ill pr ov ide u s wit h in form at ion. Fo r e ve nt mark e t in g , m ea s u ri n g
f o o t t r a ff i c an d the am ount of time peo ple st ay at t he s e e ve nt s wo uld do. M ea su ring p ers o n al
s el l i n g w i l l b e a little bit mo re dif ficult ho we ve r t he u se of f e e dbac k f orms c o u ld p r o vi de u s
w i th da t a. T r acking a w arene ss for pu b lic re latio n s will also in corp orat e t h e use of s urve y s,
tr a c k i n g w h o c a me to M ullig an s beca u se of t he PR e ff ort s. L ast ly, m e asu ring the pa r tn ers hi p
w i th s p on so r s will requi re a mor e qual itat ive a ppro ac h. This means asce rt aining t he s yn erg y
be tw e e n al l p arties. If all the lis ted comp o ne nts hit t he i r o bje ct ive , t he n Be y ond Li m i ts
A g e n c y ' s e ff o r t s w ould be deem ed su cce ssf u l, t he re fo re inc re asing M u llig an 's sale s by 2 0% in
th e y ea r 2 0 2 4 .
 99

Measurement and Evaluation cont.

Evaluation of Marketing Goals

B e y o n d Li m i ts Ag ency 's mar ketin g goals we r e t o in c re ase s ale s by 20% from J a n ua ry

1 s t , 2 0 2 4 - D ecem ber 31s t, 2 024 by foc us ing o n t he d riv ing rang e . The way of meas uri n g
if t h e e f fo r ts are succ essful or not wou ld be by l ook in g at the Re turn On Inve s tme n t
( RO I ). W i t h th e Pro Sh o p br inging in mos t of the re ve nu e fo r Mullig an’s, t h e y s h o ul d
in c r e as e t h e perce nta ge of re venue c oming f rom t he dr iving ran g e st at ion. The on ly wa y
of do i n g t hat is to ha ve m ore people using the d rivin g r ange , fo r lo n g er p er io ds, h i tt in g
mo r e b al l s . B y m ea suri n g h ow much w as put out i nt o the adve r tising a nd m ar ke ti n g
e f fo r t s , M u l liga n ’s c an th en la ter m ea sure ho w muc h pro fit in cre ase d or de cre ased fro m
t he d r i v i n g ran ge an d com pare t o ye ars past and c alculat e t he RO I t o de t e r mine w h ere
t o g o f r o m t here.

Evaluation of Communication Objectives:

B ey o n d L i m i t s A gency ’s com munica t io n o bjec t ive s, all pe rta in t o th e increas e o f

a w ar e n e s s , i n t erest, d esir e, an d loya lt y fr om t he yo uth and colleg e st u dent s in t he area
w h i l e o v e r al l in cr easing visits a t Mu llig a n’s. This will be me a sured as follo ws : 1)
A war e n e s s w i l l be measure d off incr ease s/de c re ase s in we b- t raffic for Mu llig an’s a n d t he
u s e of o n l i n e sur veys. 2) Int erest wil l b e me a sured o f f co nve r sion rate s using co nve rs i o n
k e y p e r fo r m ance ind ica tors (KPI’ s) s uc h as at t e nding an e ve n t , mak ing a p urcha se , o r
v i s i t i n g M ul l i g an’ s w ebsite to sh ow t he ir pro spe ct has move d t o a n e w st ag e in th e ir
c on su m e r j ou rn ey . 3) Des ire will be me as u red by e valu at ing t he inc rease /de cr ea se o f
c ol l e g e st u de nts o r youth th at com e t o M ullig an’ s w ee k t o we ek or aft e r adver t isi n g
e f f o r t . 4 ) An d l oy alty w ill be mea sured o f f the nu mb e r of fr eq ue nt visit s fro m t h e s a me
c us t o m e r s ho w ing th eir inter est in c oming ba ck t o Mulligan ’s.
 100

Measurement and Evaluation cont.

Evaluation of Traditional Advertising:

T h e t r adi t i onal ad ver tisin g o bject iv e aims t o inc rea se aw are ne ss and in t er e st fo r t he
c o l l e g e s t u d ent and you th marke t in t he Har rison burg are a of Mu l lig an’s G olf C en te r .
T h e e v al u atio n of trad i tiona l ad ve rt ising e ffor t s will be me asu re d as fo llows 1 ) U se
p r e t e s t i n g meth od s s uch as a focus t o e nco un te r poss ible commun icat ion issu e s b ef o re
t h e c am p ai g n begins. 2) Co nduc t post t e stin g me t hod s such as inq uiry t est s t o m e as ure
e f f e c t i v e n e ss of campa ig n me ssa ges. 3 ) U se Co nve rsi o n KPIs t o me as ur e n umbe r a c ti o n s
r e g ar d i n g t he d r ivin g r ang e ta k en af t e r t ra dit io n al adve r tising e ff ort s.

Evaluation of Digital Advertising:

T h e d i g it a l ad vertis ing reco mmen dation s aim t o inc re ase awa re ne ss and in t e rest f ro m th e
c o l l e g e an d yo uth to a ttend th e d riving ran g e at Mull ig an’s. The e valu at ion o f di gi ta l
a d v e r t i s i n g e ffor ts will b e measu red as follo ws 1 ) Calc u lat e t o t al nu m ber of vie ws t ha t
c o n s um e r s are a ble to view th e messa g e o r ad . 2 ) Pr ovide lin k s t o surve ys on dig it al a ds
to m e as u r e h ow ma ny p eople are i nt erac ting wi t h it . 3 ) Use g e n e ral vs t rigg ere d ad
p e r f o r m an c e to ca lculate to ta l numbe r o f de s ire d act io ns fo r a disp lay a d vs a t ri gg ere d
a d . T h e me a surem ents a re a pp ropr iate t o d e t e rmine if ben efit is o u tw e ighing cost .
 101

Measurement and Evaluation cont.

Evaluation of Social Media:

T h e s o c i a l m edia reco mmend ation s ai m t o i ncre as e aw are ness and int e re st f ro m th e

c o l l e g e st u dent and you th m ark et s t o p lay a t t he dr iving rang e a t Mu llig a n ’s. T h e
e v al u a t i o n o f d irect mark eting effo rts will be me asur ed b y 1 ) U sing c ro ss c hanne l a c t iv it y
t o r e v i e w t he number of vi ews th at are share d a c ro s s Inst ag r am and Tik Tok. U s in g t h is
m e as ur e m e nt w ill allo w t he eva luat io n of e ffe ct iv en e ss of c on t e nt be ing made . 2) C PM s
( c o s t p e r t h ousand ) w ill be used to mea sure the e ffe ct ive n ess of soc ial c ampa ig n th em e,
L e t ’ s P a r - T ee!, w hile us in g CPM x cam paign ad c ost divid e d by cont e n t vi ew s . 3 )
C al c u l at i n g share ratio to c alculat e t he n umb er o f r e ach an d co mpa ring it t o n um b e r o f
s ha r e s t o e valuate effec tivene ss of soc i al me dia con te nt . U sing t he se me asure m e n t t o o l s
w i l l d e t e r mi ne if th e se eff orts a re use fu l and w orth i nve st ing in.

Evaluation of Support Media:

T h e s u p p o r t med ia r ecom menda tions aim t o inc re ase aware n es s of Mullig an’s f ro m th e
c o l l e g e st ud e n ts and y o uth m arkets . The ev alu at ion of su pport me dia e ffort s w ill be
m e as u r e d b y usin g RO I (Ret urn o n In ves t me nt ). T rack i ng t he ac tion that c o m es f ro m s u ppo r t
m e di a t o e v al uate if it is ap pro priate. Thi s e valua t ion wi ll be don e at le ast o nce a m o n t h.
 102

Measurement and Evaluation cont.

Evaluation of Direct Marketing:

T h e d i r e c t mark eting r ecomm endati ons aim t o inc re ase aw are ne ss , de sir e, an d in t er est
fr om t ar g e t aud ien ces of co lleg e st u den ts a nd the y o ut h t o a t t e nd t he dr iv in g r an ge a t
Mu l l i g an ’s. The ev alu ation of d irect mar ke t ing e ffo rts will be me asu r e d by 1 ) U s e o f
t e s t i n g of m ailin g pie ces w ith a reply c ar d inse rte d in the env elope t o me a su re t h e
e f fe c t i v e n e s s of ma iling cards . 2) C onduc t split run t e st ing to pull re sp onse s o n t h e b es t
h e ad in g t h at catch e s the con sume r's e ye for fu t u re n e wslet t e r s. 3) Me asu r e th e
e f fe c t i v e n e s s of th e SM S sys tem b y u sing a co n ve rsion rat e . This wil l be c alc u lat i n g t he
n u m b e r o f messages sen t to users divid e d by t he n umbe r of part ic ipant s t hat co me t o a n
e v e n t . T h e measu remen ts of e v aluat io n are u se d t o de t e rmin e if these e ffor t s ar e
pr o fi t ab l e and useful to in vest in the fu t ur e . The e valu a t ions will ta ke p la ce t wo m o n t h s
a f t e r a sp e c ial eve nt tha t w as s tated in a new sle tt e r, m ailing ca rd, or t e xt me ssage .

Evaluation of Sales Promotion:

T h e sa l e s p romotio n r ecomm end at io ns a im t o incre a se foo t t ra ffic a nd raise awa re n es s

f r o m t h e G e n Z in th e H arris onburg ar ea t o vis it t he driving rang e . This is b y u sin g p ri ce
o f fs an d e v en t m arket ing. The e valu at i on of sale s p ro mo t ion m arke t in g me tr ic s w ill be
m e as ur e d b y referr al pr og ra m s. Mu llig an’s can t ra ck t he nu mbe r of ne w cu s to m ers
r e fe r r e d b y exist ing cus tomers to mea sure t he e f fec tive n es s of t h e re fe rr al -ba s e d
ac t i o n . T h e y ca n also a nalyze th e sa le s dat a of t he r e fe rred c u sto mers t o de t e rm i n e i f
t h e y m ade a purch ase d ur ing th e promo t ion pe rio d. M u lligan’s c a n c alc u lat e t he RO I o f
t h e p r om o t i o n by c ompa rin g the c ost o f t he pr o mo tio n t o t he re ve nu e g e ne r ate d dur in g
t h e p r o m ot i o n perio d. T h is will help the m de t e rmine if the pr omot io n was pro fit ab l e an d
i f i t w as w o rth inv esting in futu re pro mo tio ns. Mu ll igan’s c an t r ack t he sale s v olu m e a n d
r e ve n u e of the it ems of fered at a dis cou nt e d pric e t o d et e rmine if t he re w as a
s i g n i fi c an t in crease in s ales d uring t he pr omot io n pe ri od. The s e e v alu at ion s wi ll ta ke
p l ac e a m o n th afte r the p rice off or e ve nt has e nded.
 103

Measurement and Evaluation cont.

Evaluation of Personal Selling:

T h e p e r so n al sellin g re comm enda ti ons aim t o rais e awa re ne ss and con ve rt the ta rge t
m a r k e t w h i c h cons ists o f G en Z, s pec ific ally c olle g e s t ude nt s. Mu llig ans will acc o m pli s h
th i s b y s e t ti ng up tables aro un d popula r area s o n campu se s and pr e se n t ing t a il o r ed
p r e s e n t a t i o n s to studen t org a niza tio ns. Be c a u se of t his a ppro ac h, Mullig ans will pro vide a
m o r e i n t i m at e relat ionsh ip bu il ding w it h the ir targ e t mark e t . Answ e ring que st ion s li ve will
a l so p r o p e l th is a sp ect. The w a y Mu llig ans w ill de t e rm ine t he eff ec t ive ne ss o f th i s
a p p r oa c h w i l l be by h avin g p eople an swe r a que stio n w he n t he y e nt er Mu llig ans a sk i n g i f
th e y ar e a ff i liated w i th an org anizat io n fr om t he c o lle g e and i f so which o n e. M ul l i gan s
c ou l d al so t r ack th is by notic ing lar ge r -than- ave rage g r oups o f coll eg e st u de nt s com in g to
th e i r c e n t e r . This s ame meth o d of surve yi ng w ou ld he lp t rac k t abling e ffe c tive ne ss as w el l
b y de t e r mi n i ng wh o c ame or hear d o f Mull iga ns bec au se o f t he se table s ar ou nd cam pus es .
S u r v e y s s ho u l d be d one every 2 week s.

Evaluation of Public Relations/Publicity:

The public rel ation s/ pu blicity r e comme n dat io n s a im to incre ase awa re nes s and
e n g ag e m e n t to wards M ul ligans amon g t he Ge n Z in t he Harris onbu r g ar e a u sing sp eci al
e ve n t s an d fund raise rs. M u llig ans ca n me asu r e t he e f fec tive n e ss o f t he ir pub li c
r e l at i o n s /p ub licity for c ommun ity an d c hari ty e ve nt s us ing se ve ral d iffe rent me trics . Fi rs t,
M u l l i g an s c an tra ck atte ndanc e of even ts and c omp are it t o past ev e nt s t o se e if t h ei r PR/
p u b l i c it y e ff orts w ere effec tive in d riving at t end anc e . Also, Mulli g ans c an t ra c k m e dia
c ov e r ag e o f t hese ev en ts and fu nd rais e rs inc ludin g socia l me dia po st s, pre ss r ele a s es , a n d
n e w s ar t i c l e s to ga ug e t he lev el of inte re s t g e ne rate d by t he e ve nt . Mu lliga ns c a n a ls o
tr a c k t h e a moun t of m oney raised t o de t er mine t he su cce ss of t he e ve nt if i t is a
f u n d r a i s e r or chari ty ev ent. L astly, s ur ve ys and fee dba ck can be u se d to see if t h is ev e n t
m e t t h e i r e x p ectatio ns an d th e ir lev el of sat isfact ion. The se e valuation s will tak e pla c e 2
w e e k s a ft e r t he ev ent to ok pla ce.
 104

Measurement and Evaluation cont.

Evaluation of Sponsorships:

T h e e v al u at i on of spo nsor sh ips w ill be me asu re d b y t he e ffe ct ive n e ss of incr e as in g

a war e n e s s an d d esir e d urin g th e pe rio d . T he me asu re me nt t oo ls t hat will be u sed go a s
f ol l ow s 1) S ocial listenin g data to e valu at e the suc ce ss t h at t he sponsor ship h ad o n
c o n s um e r s . 2 ) M ea suri n g ROO (Retu rn on Obje ct i ve s) t o e va lu at e if aware n e ss in cr ea se d. 3)
C o n du c t s ur v eys to ga th er info rmati o n from pos t -ev ent at t e n dee s on h ow the e ven t co u ld
i mp r o v e a n d what w as do ne well. T he se t ools will de t e rmine if t he appro p riat e me as ure s a re
bei n g t ak e n t o achiev e the obj ectives o f t he pla n for M ulligan s. The se e valuat ions w i ll tak e
p l ac e o n a m on th ly basi s.
 105

Conclusion
T h e f o l l ow i n g sectio n in spect s our plan a s a w ho le an d e xplor es how it m eet s th e
r eq u i r e m e n t s needed fro m M ulligans . Whe n Be y ond L imit s Ag e ncy p art n e red wit h M ul li ga n s, i t
s eek s t o o p t i miz e its sales throu g h int eg rat e d mark e ting com munica tio ns. Pu t t ing to ge th er
a ll u se f u l c h an nels to c reate an impac t ful a nd mov ing me ssage s o t he tar g e t m ark et c a n c o me
to M u l l i ga n s an d e xp erie nce w h at it has t o offe r. The st ruct u r e of t h e p la n f irst s t a rt s o ff
w i th b r e a ki n g d own w h o t he t arget mar k e t is. Id e nt ifyi ng the who t hat M ullig an’s wa n ts se r ve
i s v e r y c r u c i a l to the succes s of atta i ning M u lliga n's go al. On ce t hat was d e t e rmined B eyo n d
L i m i t s Ag e n c y co nstr ucted an in-d ept h as sessme nt o f t he t a rg e t ma rk e t . Be yon d L im it s
A g e n c y e x p l o r e d the demo graphi cs, p sy chog r aphics, ge og rap hics, and be havior ist ics o f th es e
p eo p l e . T he a nalysis of t hese ch ar act e ris t ics gave Be yo nd L imit s and Mullig an s t h e
i n f o r ma t i o n n eed ed to tailor th e me s sag e . In addit ion to t his a nalysis, it also p ro du c ed
i n s i g h t s i n t o t ren d s that may be useful t o k now . To fu rt he r g ai n a mo r e c le a r p ic tu re, an
a ss e s s m e n t of Mu llig ans was co nduct e d as we ll to ide nt ify t he e ffor t s t hat h ave b een
i m p l e m e n t e d b y th em and more prec ise ly t he r es u lt s o f t hose e ffor t s. It a lso assist s Be yo n d
L i m i t s A ge n c y i n d etermin ing a startin g po int and a p at h f orwa rd. L ast ly, du e dilige n ce w as
d o n e o n t h e co mp et itors h ow ever it wa s no te d t ha t t here wasn't c le ar and pra c ti ca l
i n f o r ma t i o n , s o it had to be d ue w ith wha t was a vailable. The co n clu sio n of t his o v eral l
u n d e r s t an d i n g of t he market , comp an y, and cu st ome r, le d t o t h e e ffo rt s t hat Be yon d L im it s
A g e n c y c o m p i l ed an d pr esente d in this pla n. Co nt insu lsy, t he c ha nne ls t hat we re c hos en wo u l d
m a x i m i z e t h e rea ch of the tar get mark et . It wa s d e cide d by look ing at the “wh er e”.
S p e c i f i c al l y , w here w ou ld the attenti on of o ur t arg e t mar k et b e? In an swe r in g t his qu est io n
th e c h an n e l s were dete rmined . Be yond L imit s Ag e ncy, t he n bui lt t he ac tual co nt en t an d
d e s c r i b e d t he how rega rdin g t h e ex ec ut io n o f t he se c hanne ls. These e ffo r ts r esu lt in a s pe c ts
s u ch a s r e ac hin g o ut t o o ur m arket, grabbin g their at t en tion, de monst r ating valu e su ch a s
h a v i n g f u n , b uilding relat ionsh i ps wit h t he t a rg e t mar ke t , ans we rin g t he que st io n o f w hy
M ul l i g an s , b r i ng in g tog e ther a commu nit y, e le vat ing the M u llig ans brand, and c re at in g a
be a ut i f u l c o n n ection with a loc al com pany w here t ru st is e s t ablishe d. The se e ffort s al l pu t
to ge t h e r t o attain Mulliga n's or ig ina l g o al whe n p art ne r ing wit h Be yon d L im it s, n o t o n l y
r ea ch i n g t he g oal o f in cre asing reven ue b y 2 0% but als o d e ve lo pin g so m e thing m uch m o re
m ea n i n g f u l . Mu llig ans is m ore t han just a plac e whe re fa milie s an d friends can co m e pl a ce
g o l f. I t i s mo r e than just a place t o co me t o whe n y ou ne ed a r epa ir or a n ew g olf ite m . I t is a
p la c e w he r e m emori es h appen . W he re p romise s ar e k ep t…t he fou n de rs of Mullig an s s e t a
f o u n da t i o n f o r suc h en deav ors t o blo ssom. A n d B ey ond L imit s Ag e ncy achie ve d th i s re s u l t
be c a us e t h at i s its m ission . To m ake n ew disco ve rie s, w he n limits a re brok e n.
 129

References
 130

References cont.
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References cont.
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References cont.
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References cont.

10 5
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References cont.
 13 5

References cont.