The fifty-four year old LPGA had broad awareness, but no real position in the minds of consumers. Worse, many sports fans considered it “PGA-Lite”: less-talented golfers playing second tier golf. The organization needed to correct these misperceptions and find a compelling, single-minded positioning to rally all their constituencies: the sponsors, players, administration, and board of directors. They needed to increase their fan support in the crowded pro sports market.

Through a series of interviews and research, we found that people were surprised and impressed to learn that women tour players actually played better golf in measures like hitting greens in regulation and taking fewer putts. We also understood that like it or not, these athletes must also compete as personalities and entertainers to earn significant TV coverage, sponsor support and prize money. We brought these two notions together with the idea that, when it comes to the LPGA, These Girls Rock. We communicated this in a series of posters and print ads, but the major impact centered around a Campaign Guidebook which the organization embraced and used to coordinate all of their sponsor development and PR efforts. From on-line to events to promotions and even an insert in the Academy Awards™ gift bags, every contact point shared this vibrant new theme.

Within the first year of the campaign, network viewership was up forty-six percent and attendance was up eighteen percent. But even beyond these extraordinary numbers, the enthusiasm and support across the different constituents at the LPGA has been truly impressive. One of our favorite examples of their commitment to the idea is their business cards...

Agencies only dream of this kind of deep integration...