For most Saline Journal readers one of the rudimentary associations with “LPGA Volvik Championship” is that “Ann Arbor equals golf.”
As messaging goes, that’s appreciably good for any business connected to the game, those providing the various engines necessary to put it together and run it smoothly, and all sorts of lodging and hospitality offerings that make it an enjoyable event for people.
It’s also a package to which any number of other brands may intelligently attach themselves as an effective way of raising their visibility and advancing their missions. As tournament Public Relations Director Bruce Madej has repeatedly emphasized, far from seeing this as a byproduct, organizers see this as part of their strategic obligation.
How do you stand out in that?
No problem for CS Mott Children’s Hospital in Ann Arbor and its affiliation with the 2018 LPGA Volvik Championship, right? Crain’s Detroit Business started writing about it in March. Professionals made an impressive visit to the hospital itself to play putt-putt with patients. Saline Journal has run feature articles on several aspects of this important connection. [1,2,3,4]
And yet as any seasoned marketer knows, attention spans and memories are typically short, visibility and repetition key to winning hearts and finances for a cause. [5]
As reported here and elsewhere, family-owned retailer Lewis Jewelers stepped up to this purpose with the creation and financing of a new “Long Putt Challenge.” When introducing this during the pre-event media day on May 1, 2018 Volvik Championship Director Keith Karbo acknowledged that “the first years are all about building awareness; after that comes anticipation.”
Anecdotally then, Saline Journal asked 132 tournament visitors as they got off the shuttle buses on May 24, 25, 26, and 27 if the were aware of tournament support here for CS Mott Children’s Hospital. Notwithstanding everything mentioned above regarding coverage, only six said they’d heard anything about it. Of those, five were from Saline.
Those people would then have to pass through an electronic archway in order to enter the grounds, the CS Mott name appearing there in lights thanks to financing from Lewis Jewelers. Those same people would exit via the same route, reinforced again with the same message. In between, they passed the Long Putt Challenge itself on “Expo Row.” Even if they resisted the temptation to play for a chance at a $500 gift card, they were still reinforced with the CS Mott Children’s Hospital name.
“Lewis Jewelers has participated in many of our events to raise funds for pediatric health care, and we view them as a terrific community partner,” said Kent Love-Ramirez, Director of Development Marketing and Communication for CS Mott Children’s Hospital.
Community donations help support research and programs that often are not funded by the National Institutes of Health and other agencies. For example, funds often support pilot study research that is considered high-risk, high-reward; research conducted by early career physician/scientists; and programs such as child and family life, and animal therapy.
The funds raised for Mott Children’s Hospital through our partnership with the LGPA Volvik Championship support both research and patient care, including at the congenital heart center.
Philanthropy makes the difference that enables us to do things we would not otherwise be able to. There is always need, always more we can do, whether its expanding access to clinical trials, developing new approaches to patient care, accelerating research, or educating the next generation of health care leaders.
In addition to underwriting a very impressive showing in terms of starting to build “awareness,” Lewis Jewelers brought in over $1500 by encouraging visitors to take their shot on the Long Putt Challenge green. That’s the number to beat in 2019. “We look forward to working with the LPGA again,” Lewis Jeweler Assistant Manager Keith Largin assured Saline Journal.
If you participated in the Challenge, consider sharing photographs or anecdotes about your experience on social media using the #csmottlongputt hashtag.
References
- “LPGA Volvik Championship rolls out new UM-sponsored pro-am” Kurt Nagl (March 22, 2018) Crain’s Detroit Business.
- “LPGA Volvik Championship Preview” (May 23, 2018) Golf Blogger.
- “Exclusive Interview with Dr John Charpie on UofM CS Mott Congenital Heart Center LPGA Volvik Pro-Am” Dell Deaton (May 14, 2018) Saline Journal.
- “There’s One Hole at 2018 LPGA Volvik Where Every Putt is a Guaranteed Win – for CS Mott Children’s Hospital” Dell Deaton (May 18, 2018) Saline Journal.
- “Using repetition to build top of mind awareness” Becca Fieler (March 20, 2017) Thomson Reuters.
Hashtag
#csmottlongputt
