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12.12
BALTIMORE, MD (December 12, 2003) -- Alexander
& Tom, Inc., (www.alextom.com), an interactive
marketing agency, has launched the first phase
of a marketing program for Titleist Performance
Institute (TPI) in Oceanside, California. TPI
specializes in the development of golfers' physical
and mental abilities to conquer the game of golf.
The major components of the marketing program
include a direct marketing campaign, a website,
promotional video delivered on CD and an online
customized player profile application. The campaign
targets affluent business executives and PGA professionals
across the country.
Participation in TPI is by invitation only from
Titleist PGA Professionals. Participants, for
a substantial fee, are given a comprehensive evaluation
of their golfing skills and a personalized performance
improvement program. The goal is to provide participants
with individualized programs to continuously improve
their golf fitness levels and skills.
Information on each golfer's skills and fitness
potential is captured during a visit to TPI. The
information, including video, and professional
evaluation goes into a custom software application
that creates the personalized performance programs.
Participants can then access their personalized
programs via a members-only website. Golfers update
their profiles online as their performance improves
and the software, via the website, provides new
fitness and skills exercises, enabling participants
to achieve their goals of continuous improvement.
The ongoing interaction between the golfer and
the website also continues to strengthen the bond
between the golfer and the Titleist brand.
"Alexander & Tom has created a marketing
program that allows Titleist to promote and communicate
the best in golf swing efficiencies, conditioning
and equipment." states Dean Carter, CTO of
Alexander & Tom, Inc. "With this software
and website, Titleist will now be able to instantaneously
capture and share valuable, customized information
with golfers and Pros-ultimately strengthening
their relationships, increasing brand loyalty
and getting the right equipment in golfers' hands."
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