{"modal":{"name":"case-modal","html":"
B2 was hired in 2014 by The Copperheads, the nonprofit organizer of the region’s PGA TOUR event Valspar Championship. B2 worked closely with The Copperheads, PGA TOUR, Innisbrook Resort (host course), Valspar Paint and Visit St. Petersburg\/Clearwater on public relations.<\/p>\r\n
Assignment<\/strong> Strategy<\/strong> Results<\/strong>
- Showcase the community benefits of the PGA TOUR event.
- Highlight the non-golf aspects of the tournament to encourage people who are not golf fans to attend the tournament and its events.<\/p>\r\n
- Work with local news media to explain the full offerings during tournament week and encourage non-golf fans to attend.
- Use social media to generate interest and ticket sales leading into the tournament. During tournament week, use it to help audiences stay updated with key activities and events.<\/p>\r\n
- Secured numerous stories before and during the tournament in print, online and TV outlets. Coverage included a building project for Habitat for Humanity by the PGA Tour Players Wives, art commissioned by Valspar Paint to be auctioned at the tournament, and the funds raised for nonprofits in the Tampa Bay community through the tournament.
- Organized a Google+ Hangout with the PGA TOUR to create an online fan experience. The Hangout was promoted on social media channels.
- Set up and managed a user-generated content (UGC) gallery to show the social media conversation about the tournament. Live feeds showed the conversation on Facebook and on tournament grounds. More than 3,000 social media posts used the #ValsparChampionship hashtag through the week.
- Increased Twitter followers by 14 percent year-over-year.
- Launched the tournament’s Instagram account and secured a number of followers in the first few weeks.
- Set up cross-promotional opportunities with Visit St. Petersburg\/Clearwater. <\/p><\/div>\n\t\t\t<\/div>\n<\/div>"}}