Titleist Campaign Portfolio

Austin Eccleton

Consumer Profile

Billy Covington is a 43-year-old insurance agent for Farmers Insurance

Agency in Tuscaloosa, Alabama. He graduated from the University of Alabama with

a degree in sales and a minor in marketing. He is currently bringing home $39,000

per year and is divorced with 2 kids, a 7 year old son and a 5 year old daughter.

Billy has a 1 story house with 3 bedrooms and 3 ½ baths on a half acre piece of land.

He drives a black Dodge Charger with a grey stripe. He likes to look good when

going out and his favorite brands of clothing are Polo, Banana Republic, and Tommy

Hilfiger. He works from 7-5 four days per week and after work enjoys going out

with friends for a drink. Usually at night, he comes home and watches comedy or

sports in his man cave on his 47 inch Samsung smart tv. Other tv shows Billy likes

to watch are Sons of Anarchy, Walking Dead, and Seinfeld on Netflix.

In his free time Billy enjoys taking his 5th Wheel camping with some of his

buddies, where they drink beers and have a good time. Also, when Billy is not

working he loves to get out to the golf course to play a round with his friends. They

are pretty competitive and like to play against each other for money. He plays on 2

golf leagues, Tuesday nights after work, and Saturday mornings. He listens to R&B

music on the radio on the way to work on his XM radio and wears Nike athletic gear.

He loves eating Italian food, mainly pizza.

Creative Brief

The Product – Titleist golf balls

Key Insight – This ball is a part of you just as your swing is, this ball gives you more confidence in yourself while playing the game.

Advertising Problem – Many golfers don’t realize the importance in playing a high-end ball. Even though these players aren’t professionals this ball will still have a great impact on their game.

Advertising Objective – Showing the consumer that this ball will increase their confidence by being extremely reliable during their round.

Target Audience/Segment – The golfer who plays for fun 1-3 times per week.

Key Consumer Benefit – This ball is reliable and can be trusted under every situation.

Primary Competitors –Bridgestone golf and Nike golf balls

Bridgestone Strengths

Cheaper price - $37.99 Reduced spin for longer distances

Weaknesses Less dimples which sacrifices some distance

NikeStrengths

Cheaper price $35 Faster transfer through layers for longer distances

Weaknesses Not as soft as the Titleist balls giving the player less feel

Current Position- Most Titleist ads contain the phrase “#1 ball in golf” which tells the consumer that they are the best.

Optimal Position- I want the Titleist ball to be positioned as the most reliable ball in golf to show the consumer that this is a brand that they can trust.

The One Thing – Titleist balls are reliable and you never have to worry about your ball malfunctioning when you need it the most during a round.

Support- The Titleist balls are extremely well designed to be durable and reliable to last an entire round without damaging or scuffing. Every year as technology improves Titleist redesigns to make them even better.

Brand Promise The player can put 100% of their focus on playing golf without worrying about the quality of their ball.

Brand Image/Personality A reliable brand that you have trust in.

Big Idea – You’ll never use your ball as an excuse again.

Tone of Message

Voice – Sincere, I want consumers to know Titleist is there for them.

Any other statement you feel is vital – High price will be the biggest challenge to getting more of the occasional golfers to switch over to Titleist Golf balls.

Print Executions

Advertisement #1

Let It Fly

I used this image to show a difficult hole with many penalizing situations. The headline grabs the readers attention because those probably aren’t the first words that would come to mind when somebody sees a hole surrounded by water. The body tells the potential consumer that Titleist golf balls are reliable and you can trust their ball flight in any given situation.

Advertisement #2

We Got You

This image shows a high pressure situation coming into the last hole of a round. The headline grabs the readers attention because they are probably wondering what that means which will bring them into the copy. The copy tells the reader that if they can make the swings they will be successful because Titleist balls are designed to be reliable all the way through the round letting the player focus on swinging playing the game not wondering if their ball is going to perform.

Advertisement #3

Send It Home

This image shows a ball about to fall into the cup. This is more of a simple advertisement to grab reader interest because every golfer wants to find ways to get the ball in the bottom of the cup. The copy tells the reader that titleist balls are the most reliable around the green and can be trusted over any other ball on the market when it comes to feel and short game control.

Interactive Tactic

An interactive tactic I would try to implement for Titleist golf balls is to go around to

random courses throughout the country and hand out a free sleeve of golf balls to

members on casual golf leagues (3 balls). Only give these balls to players who are

not currently playing Titleist golf balls. After they finish their round, give each

player a short survey about differences they noticed, whether they liked the ball

better than their current ball, and if they would purchase a Titleist ball in the future

after playing it for a round. This could give Titleist a good idea of what the average

player thinks about what kind of ball they are using, or if they care at all. The

consumer would probably be happy to take part in this process as you are valuing

their thoughts and feedback. This would take place in person.

I think this would be a good way to get the consumer interacting with the brand

because in golf it’s hard to be interactive online when you can’t actually try the

product out. It would be possible to have them request the balls online and

comment back after they play with them, but I think this would get abused and you

would find people asking for the balls that are already playing Titleist balls.

Radio Spot

Titleist.comProduct: RadioTitle: Best Ball in GolfLength: :60Date: 11/16/15

SFX: Quiet rumbling crowd, fades to silent.

ANNCER: (Golf anchor whisper) The tournament is in his hands, one stroke lead, 178 yards to a front pin over the water.

SFX: Sound of a well-struck shot followed by the crowd erupting into Shouting and applause.

ANNCR: What a miraculous shot! He’s put it within 5 feet of the hole.

SFX: Putt followed by the sound of the ball dropping in the hole.

ANNCR: The Titleist golf ball is the number 1 ball chosen by professionals world wide for a reason. Take Titleist with you next time you head to the course and find out for yourself why Titleist golf balls are the choice of the pros or head to your website at titleist.com for more information.

Out of Home Advertisement – Billboard

I chose a billboard that would be easy to read and straight to the point. The copy urges potential golfers passing by to hit the course with the perfect scenery for a round of golf. A Titleist ball is on the tee to hopefully persuade consumers to choose Titleist next time they play.