TopGolf Media Strategy July–December 2014

Part II

TABLE OF CONTENTS

Executive Summary …………………….2 Media Vision ………………………………3 Media Objectives ………………………...4 Flight One ………………………………….5 Flight Two ………………………………….6 Flight Three ..……………………………...7 Flight Four ………………………………...8 Flight Five …………………………………9 Flowchart …………………………………10 Media Menu ………………………………11 Media Mix ………………………………...12 Media Budget …………………………... 13 Call to Action …………………………....14

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Nice to Media will be implementing a pulsed strategy consisting of traditional/nontraditional advertising and promotions in order to drive new customers to the premiere location of TopGolf opening in Santa Fe, New Mexico. Given a budget of $55,000, Nice to Media will design and execute an efficacious media strategy that will aim to make TopGolf’s new location thrive and generate customer loyalty. Using Claritas, we were able to distinguish men and women between the age of 35-55 as TopGolf’s primary target market in Santa Fe. These people are ideal customers because they make up 25% of Santa Fe’s population and thoroughly enjoy outdoor activities. The zip codes we are currently targeting include 87501, 87505, 87506, 87507, and 87508 because they are in close proximity to the new TopGolf location. Furthermore, research tells us that people in the surrounding zip codes tend to spend a good amount of money on leisure and recreational activities, and travel often to Santa Fe. To initiate our campaign we will use a mobile putting green to travel to our targeted zip codes and generate awareness about the new location, through the use of a prize wheel, a fun photo-booth, and the interactive putting green. We will use flyers and radio ads to let the city people know when and where we will be in their area. By participating in this unique event, Santa Feans will get hands-on experience with the unique equipment that TopGolf offers and be encouraged to come out on our opening day. The traveling putting green will drive to each zip code the first weekend of every month, until December, promoting the venue and the parties that TopGolf offers. In an effort to keep customers coming back and to generate new memberships, TopGolf will kick off its grand opening with a summer golf tournament that will take place from July to August.

Inspired by the 2014 FIFA World Cup, TopGolf will keep customers excitement towards the World Cup Final alive by initiating its event a week after the Final. During the five weekend event, there will be brochures passed around to the customers to inform and promote a variety of TopGolf memberships.

Nice to Media will further inspire the residents of Santa Fe to visit the new TopGolf facility by participating as a vendor at the Santa Fe Chile and Wine Festival held in September. Santa Feans are known to enjoy outdoor activities infused with culture, which is why we believe that making TopGolf a vendor at the festival will foster positive affective associations to the brand in the minds of its target consumers. At the festival, attendants can sample three of TopGolf’s signature drinks, as well as their infamous Jim Beam Devil’s Cut Brisket Chili - to get a taste of the fine cuisine offered at TopGolf. Further, our traveling putting green will also be on site, as well as our prize wheel, so that attendants can have fun while interacting with the brand.

We will also hire a chalk artist to create murals on behalf of TopGolf near the Santa Fe Artists Market during November and December. This will serve as a tactic for generating brand awareness, as well as associate TopGolf with the artistic culture, which so many of our target audience members have an immense appreciation for.

Throughout the campaign, Nice To Media will be employing social media sites such as Facebook to create online brand presence for the company. Additionally, we will be using CPMs on Facebook and LinkedIn to reach out to our target consumers and advertise event bookings and private lessons to them.

It is Nice To Media’s main goal to ensure that Santa Feans discover the fun, sociable atmosphere and great dining experience provided at TopGolf. By implementing meaningful media placements, Nice to Media guarantees that TopGolf will prosper in Santa Fe and soon become a local hangout spot.

Sincerely, Nice To Media

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“Build a creative and unique experience of TopGolf to all Santa Feans and establish it as their premier social

activity.”

Source: Landscape.com, topgolf.com

TopGolf keeps its customers up-to-date through a variety of social media outlets such as Facebook, Twitter, Instagram and Google+. Each TopGolf location has an individual account for each of

these social media networks. Consumers in each market can follow their local TopGolf account to

stay informed of their upcoming events and promotions.

Inform

Incentivize

Inspire

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Santa Fe is inundated with golf resorts, restaurants, and family entertainment establishments. In order to differentiate

ourselves and make Top Golf the place to be for locals and visitors alike, we plan to create unique contact points to

capture our target market’s attention, connecting our brand with a positive fun experience. Also, we will track return on

investment to ensure that our efforts have the desired outcome. Using the power of sponsorships at festivals and a

variety of promotional implements and giveaways, we intend to give our target market members a reason to come back.

We hope that through our ad executions and promotional efforts, the residents of Santa Fe will

become frequent visitors and learn to love the vibrant and social atmosphere of the facility. After their first visit, we expect customers to bring new friends and family members with them, which will

help to further increase new memberships.

Buzzworthy!

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Media Objectives Nice to Media plans to build positive awareness

of TopGolf by becoming the first venue that comes to the mind of every Santa Fean when

planning their next social outing. We will take advantage of the small size of Santa Fe by

employing guerilla tactics to reach the majority of the community. To reinforce consumer

recognition we will advertise in local newspapers, on taxi cabs and local radio.

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To raise awareness about the unique atmosphere of our business, we will introduce a traveling putting green party put on by TopGolf that will travel to our targeted zip codes: 87505, 87501, 87507, and 87508. We will run a promotional flyer around heavily populated areas in these zip codes in order to draw awareness and anticipation for the event. These flyers will also contain information about TopGolf’s corporate, private, social and kids parties. We will also run a radio commercial ads that will inform the audience about who TopGolf is, the uniqueness of the RFID golf balls, where our putting green will be set up, and inviting them to come out and join the party/inspire them to host their own party at our venue. The traveling putting green will debut at a pre-opening party that will make its way to different locations around Santa Fe, the weekend before the opening in each zip code, where the consumers will get hands-on experience with the unique equipment that TopGolf offers. Anyone who attends the party will be given a TopGolf magnet, which we will use to measure how many people came out. The magnets will provide people with the address and phone number of the new TopGolf location.

In addition, the attendants will engage in mini golf games and have the opportunity to take pictures in a photo stand with face cutouts. There will also be a prize wheel set-up for a chance to win a prize branded with TopGolf’s logo. Prizes will include coozies, wristbands, and flashlight/bottle opener keychains. Anyone participating in our event can enter a photo contest by taking pictures and using the hashtag, #TopGolfSantaFe in order to receive a special prize for getting the most likes on Instagram. We will also be inviting them to “like” the TopGolf Santa Fe page on Facebook to stay updated with our events. By participating in this unique event, Santa Feans will be encouraged to come out on our opening day and make TopGolf their future social outing headquarters. The traveling putting green will continue to travel to each zip code the first weekend of every month, until October, promoting the venue and the parties that TopGolf offers. The flyers around town will keep them updated about where the traveling putting green will be next.

Source: ntaonline.com

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In an effort to keep customers coming back and to generate new memberships, TopGolf will kick off its grand opening with a summer

golf tournament. Inspired by the summer 2014 FIFA World Cup, TopGolf will keep customers excitement towards the World Cup Final

alive by initiating its own event a week after the Final ends. The FIFA World Cup is an international soccer competition held every

four years between teams from various countries. This seasonal plan will draw attention to all of the sport fanatics, which will then lead to repeat visits. The tournament will create a

friendly, competitive environment by allowing teams the opportunity to gain accuracy points during two rounds of each game played. Much

like the World Cup, the teams with the most points advance to quarter-finals, semi-finals, and lastly, the final. The winning team will obtain total tournament earnings, a framed photo on TopGolf’s

wall of fame, and a World Cup trophy replica. The tournament will be held every Friday and Saturday, starting July 19 and ending August

16. At the tournament, brochures will be passed around to inform and

promote TopGolf memberships to the customers that were brought in by the golf tournament. TopGolf will also use print advertising every Sunday during the five week tournament to reach more people and get them to join in on the fun. We will also run advertisements on

taxi cabs from July 1st until December 31st. The constant circulation of these ads will increase visibility of the TopGolf name as they drive

around our targeted zip codes.

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TopGolf World Cup Tournament Flight Two

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Source: Topgolf.com, Santafewineandchile.org

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Taking into account that our target market enjoys outdoor activities infused with culture, we decided that it would behoove the upcoming TopGolf location to introduce itself as a vendor at the 24th annual Santa Fe Wine & Chile Festival. Every year, thousands of Santa Fe residents gather together to enjoy a week filled with great food and wine from a variety of local restaurants and wineries around the city of Santa Fe. We decided that it would be most beneficial for TopGolf to be a vendor on the last Saturday (Sep. 27) of the festival, which is known as the Grand Tasting event, and holds a capacity of 4,000 attendants. This event has been sold-out every year for the past 23 years, so we know it will be an effective way to reach out to consumers. Considering this is a 21+ event and the majority of festival attendants are mid-aged men and women, we believe that this flight will ensure effective communication to our target market in a fun, sociable atmosphere - similar to the feel of TopGolf. Nice to Media knows that associating TopGolf with the festival will help the startup location gain the exposure it needs to become a profitable business in Santa Fe, as well as transfer the positive affective feelings linked with the festival to TopGolf’s brand image. In order to give the Santa Fe residents a true taste of TopGolf culture, we intend to spotlight TopGolf's signature chili along with three of their signature drinks. As attendants engage in wine tastings, we would like to create a similar set-up but with TopGolf's signature drinks (Texas Mule, Tipsy Arnold Palmer, The Perfect Bloody Mary), by pouring them into eclectic-looking wine tasting glasses.

Similarly, handing out samples of TopGolf's Jim Beam Devil’s Cut Brisket Chili would offer the people of the festival a glimpse of the high quality and delectable treats that are served at the TopGolf facility. Aside from displaying food and drinks, we will also set up our interactive mobile putting green near the tent so that festival attendants may further engage in TopGolf activities. This will not only generate traffic to the tent, but also generate buzz about the great food, drinks, and fun taking place at TopGolf’s tent. Furthermore, we will have a prize wheel in our tent that attendants may spin (if they subscribe on-site to TopGolf’s mailing list) for a chance to win some cool TopGolf branded gear: coozies, shot glasses, and a special white golfing glove. All of these prizes are aimed to function as a memorabilia and a source of free advertisement when later used by the winners. Ultimately, with the combination of signature entrees and drinks, an interactive golfing session, and spinning the prize wheel to win free gear - we are positive that making TopGolf a vendor at the Santa Fe Chile and Wine Festival will lead to increased brand awareness, and inspire the natives of Santa Fe, as well as our target audience, to visit the fun-filled facility.

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!!!!! Due to the fact that Santa Fe is internationally known for its eclectic art scene, we feel that it is important that TopGolf contributes an unforgettable and attention-getting piece of art to one of the state’s best known artist markets. We aim to have TopGolf’s name mentioned in the same realm as those who have gained world-wide acclaim for their unique creations - by fostering buzz among the locals. In order to reach our objective, we plan to hire We Talk Chalk!, a group of artists who create master works on almost every surface imaginable. We will have a 3D Street chalk mural commissioned during November and December, which will be painted during a live performance. In addition, we will send out a press release to all major news outlets in the Santa Fe area, as well as personal invitations to inform them of the live performance, in an effort to foster goodwill within the community. In order to make sure that our efforts are successful, we will post a video of the creation of the mural to the TopGolf Youtube account, which will allow us to measure exposure and awareness. Because #TopGolfSantaFe will be

etched into the painting, we also plan to track the mentions it receives on Twitter and Instagram. Next, we plan to advertise inside the New Mexico Rail Runner Express to further create buzz and word of mouth for the newest addition to the TopGolf chain. We will run an internal horizontal display ad for the entire month of August in the trains. The Rail Runner Express boasts 14 stations along a 100-mile corridor from Santa Fe to Belen, and an average of 100,000 passengers per month, which is ideal for disseminating our message and generating interest in a high traffic area.

Source: wetalkchalk.com

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To develop awareness and maintain interest in TopGolf, we will run advertisements on Facebook and LinkedIn starting on July 1, 2014 and continuing until December 31, 2014. TopGolf advertisements will appear on the newsfeed of Facebook users from ages 13 to 54 in Santa Fe, plus a 50 mile surrounding radius. These ads will inform the public of TopGolf’s social and kids parties, as well as kids lessons. Facebook has guaranteed us 30,000 impressions per day from July 1, 2014 until December 31, 2014. We will simultaneously be running advertisements on LinkedIn that focus on informing professionals about TopGolf’s corporate and private, as well as adult golf lessons. These advertisements will appear as square display ads to 35-54 year old LinkedIn users in Santa Fe. LinkedIn has guaranteed us 10,000 impressions per day from July 1, 2014 until December 31, 2014.

By creating 40,000 impressions each day of our campaign and encouraging the people of Santa Fe to talk about our aforementioned buzzworthy promotions via social media, we will be able to continuously keep TopGolf on the top of our target audiences’ mind during the entire 5-month campaign period, while also sparking new interest.

Source: Teachersandsocialmedia.co.nz

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Nov December 1 6 12 13 14 18 19 20 21 25 26 27 1 2 3 8 9 15 16 31 6 7 22 27 1 4 5 31 31 Adjusted Gross

Media Mix Broadcast

Radio $18,164

Publicity Chili and Wine Festival 4,000 IMP $10,087.75

Press Release 1 Press Release

Print Flyers $249.99

Brochures 1,000 IMP $129.00Newspaper Daily 19,836 Circ. 19,836 Circ. 19,836 Circ. $189.00

Promos Trophy $31.95

Prize Wheel 1,200 IMP $158.45Beer Koozies 3,000 IMP $780.00Shot Glasses 1,333 IMP $769.82Golf Gloves 250 IMP $500.00

Magnets $600.00Wristbands $683.47

Flashlight/Beer Keychain $1,450.29

Out of Home Photo Stand $32.99

Putting Green 1200 IMP $500.00Rail Runner Express $3,375.00

Chalk Art $4,200.00Taxi Cab $3,000.00

OnlineLinkedIn $3,317.00Facebook $6,742.00

$54,960.71

3,000 IMP 3,000 IMP 3,000 IMP 3,000 IMP

19,836 Circ.

September October Days

TopGolf July-2014 to December-2014 Planning Media Mix Flow Chart

July August

375 TRPs

1,000 IMP 1,000 IMP 1,000 IMP 1,000 IMP

5,000 IMP 5,000 IMP 5,000 IMP 5,000 IMP1,667 IMP 1,667 IMP 1,667 IMP 1,667 IMP

3,400 IMP 3,400 IMP 3,400 IMP 3,400 IMP3,400 IMP 3,400 IMP 3,400 IMP 3,400 IMP

1,667 IMP 1,667 IMP 1,667 IMP 1,667 IMP

Total Cost:

30,000 IMP2,744 IMP

21,600 IMP

10,000 IMP per day 30,000 IMP per day

Flow

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Chart!!

Nov December 1 6 12 13 14 18 19 20 21 25 26 27 1 2 3 8 9 15 16 31 6 7 22 27 1 4 5 31 31 Adjusted Gross

Media Mix Broadcast

Radio $18,164

Publicity Chili and Wine Festival 4,000 IMP $10,087.75

Press Release 1 Press Release

Print Flyers $249.99

Brochures 1,000 IMP $129.00Newspaper Daily 19,836 Circ. 19,836 Circ. 19,836 Circ. $189.00

Promos Trophy $31.95

Prize Wheel 1,200 IMP $158.45Beer Koozies 3,000 IMP $780.00Shot Glasses 1,333 IMP $769.82Golf Gloves 250 IMP $500.00

Magnets $600.00Wristbands $683.47

Flashlight/Beer Keychain $1,450.29

Out of Home Photo Stand $32.99

Putting Green 1200 IMP $500.00Rail Runner Express $3,375.00

Chalk Art $4,200.00Taxi Cab $3,000.00

OnlineLinkedIn $3,317.00Facebook $6,742.00

$54,960.71

3,000 IMP 3,000 IMP 3,000 IMP 3,000 IMP

19,836 Circ.

September October Days

TopGolf July-2014 to December-2014 Planning Media Mix Flow Chart

July August

375 TRPs

1,000 IMP 1,000 IMP 1,000 IMP 1,000 IMP

5,000 IMP 5,000 IMP 5,000 IMP 5,000 IMP1,667 IMP 1,667 IMP 1,667 IMP 1,667 IMP

3,400 IMP 3,400 IMP 3,400 IMP 3,400 IMP3,400 IMP 3,400 IMP 3,400 IMP 3,400 IMP

1,667 IMP 1,667 IMP 1,667 IMP 1,667 IMP

Total Cost:

30,000 IMP2,744 IMP

21,600 IMP

10,000 IMP per day 30,000 IMP per day

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Flight One $22,114.16 40.24%

Flight Two $ 3,349.95 6.10%

Flight Three $11,862.60 21.58%

Flight Four 7,575.00 13.78%

Flight Five $10, 059.00 18.30%

Total $54,960.71 100.00%

Type Cost (dollars) % of Flight % of Total

Budget

Trailer 500.00 2.26 0.91

Photo Stand 32.99 0.15 0.06

1000 Flyers 249.99 1.13 0.45

Radio 18,164.00 82.14 33.05

5000 Magnets 600.00 2.71 1.09

1667 Koozies 433.42 1.96 0.79

1667 Wristbands 683.47 3.09 1.24

1667 Keychains 1,450.29 6.56 2.64

Total $22,114.16 100.00% 40.24%

Spent (%): Unspent (%): Unspent ($):

99.93% 0.07% $39.29

Type Cost (dollars) % of Flight % of Total

Budget

1000 Brochures 129.00 3.85 0.23

Newspaper Ads 189.00 5.64 0.34

4 Taxi Cab Ads 3,000.00 89.55 5.46

Trophy 31.95 0.95 0.06

Total $3,349.95 100.00% 6.10%

Flight One

Flight Two

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Type Cost (dollars) % of Flight % of Total

Budget

TopGolf�s Jim Bean Devil�s Cut Brisket Chili

4,000.00 33.72 7.28

TopGolf�s Perfect Bloody Mary

1,555.55 13.11 2.83

TopGolf�s Texas Mule 2,132.80 17.98 3.88

TopGolf�s Tipsy Arnold Palmer

2,399.49 20.23 4.37

Prize Wheel 158.45 1.34 0.29

1333 Koozies 346.58 2.92 0.63

1333 Shot Glasses 769.82 6.49 1.40

250 Golf Gloves 500.00 4.21 0.91

Total $11,862.60 100.00% 21.58%

Type Cost (dollars) % of Flight % of Total

Budget

3D Street Painting 4,200 55.45 7.64

Railrunner Express Ads 3,375 44.55 6.14

Total $7,575.00 100.00% 13.78%

Type Cost (dollars) % of Flight % of Total

Budget

LinkedIn Square Ads 3,317.00 32.98 6.03

Facebook Newsfeed Ads 6,742.00 67.02 12.27

Total $10,059.00 100.00% 18.30%

Flight Three

Flight Four

Flight Five

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Nice to Media appreciates the time you have given us to share our media vision and strategies for launching the new TopGolf in Santa Fe, New Mexico. We know that through these efforts we can not only build awareness, but motivate and inspire the Santa Fe community to make TopGolf part of the recreational life they love.

We hope you will consider the recommendations we�ve made today as you make your choice, as Nice to Media believes these are the best ways to bring TopGolf in Santa Fe to life.

Tee Time?

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It was Nice to Media!