Titleist Performance Institute Website
Develop Digital Marketing Programs
Overview
Titlelist, a member of the Acushnet family, is the number one seller of golf products in the world. The company opened the Titleist Performance Institute (TPI) in Oceanside, California to specialize in the development of golfers' physical and mental abilities to conquer their games. To promote this new entity, Titleist turned to Alexander & Tom to help them create a dynamic marketing program and 1-to-1 marketing tools.
Participation in TPI is by invitation only from Titleist PGA Professionals. Participants are required to pay a substantial fee to be provided a comprehensive evaluation of their golfing skills and a personalized performance improvement program. The goal of the institute is to empower participants with individualized programs to continuously improve their golf fitness levels and skills. The challenge was to communicate the world class training and services provided to potential participants, to generate inquiries, and to provide follow up communication to both participants and potential participants.
Alexander & Tom created a uniquely designed program providing valuable information on TPI, and developed tools that allow Titleist to promote and communicate the best in golf swing efficiencies, conditioning and equipment. The marketing program included a website, promotional video delivered on CD-ROM, an online customized virtual trainer application, and a unique direct marketing print campaign.
Once at TPI, information on golfers' skills and fitness potential is captured during their visit. 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 player profile software, via the website, provides new fitness and skills exercises, enabling participants to achieve their goals of continuous improvement.
TPI's 2004 inaugural season was sold out - a positive reflection on the effectiveness of the marketing program's execution and deployment. Titleist will now be able to instantantly 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. The ongoing interaction between the golfer and the website provides a 1-to-1 communication channel, and continues to cement the bond between the Titleist brand and the end user.
Features
- Identity / Branding / Design
- Website Design
- Digital Video Production
- Video Database
- CD-Rom Business Card
Video
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