Client: Topgolf

TOPGOLF LOVES TEACHERS: BRINGING EARNED MEDIA INTO MARKETING

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Topgolf developed a marketing strategy called “Teacher Mondays,” a program that offered teachers a buy-one-get-one sale on game play during summer break. Topgolf hoped to leverage media to get the word out about this nationwide program and engage as many teachers as possible, so they called on Three Box for help.

 
LISTEN

LISTEN

Topgolf wanted attention in several markets, and we knew media would require a local hook to take this from a promotion to a story. Teacher Mondays would need to be wrapped into a bigger angle that benefited the local news audience. Three Box began to package the offer in a way that would excite both the media and the community.

 
BUILD

BUILD

Three Box helped craft a nationwide contest calling for communities to nominate their favorite teacher for a year of free Topgolf. Nominations were accepted for one month, which we publicized through local media coverage and in-venue signage. Initially, we aimed to receive 500 nominations – but the communities came out in force with a total of 3,000 teachers recognized.

Topgolf then selected five winners and organized a surprise reveal at each teacher’s nearest Topgolf venue. The surprise parties were another chance to invite local media to capture the moment and talk about the Teacher Mondays promotion. Videographers at each venue captured footage for a wrap-up video, and the video was shared on Topgolf’s social channels for World Teacher’s Day on Oct. 5.

 
IMPACT

IMPACT

The creative approach paid off with repeated unique media and social attention during the nomination process, the teacher surprises and the video release. Topgolf venues also saw guests take advantage of the Teacher Mondays promotion across its U.S. venues.

  • Topgolf visits increased 7.8% on Mondays during the promotion, compared to the previous year

  • Food and beverage revenue increased 12.6% on Mondays during the promotion, compared to the previous year

  • The Teacher Mondays wrap-up video received nearly 3,500 views on LinkedIn

  • Media coverage of the nomination process by Pittsburgh Live Today, Great Day Washington, Greenville Today, KGUN Tucson, KNXV-TV, WBTW-TV, WYXB-TV, Houston on the Cheap, A Frugal Chick and Thrifty Minnesota

  • Media coverage of the winners by WCNC-TV, KVOA-TV, KGUN-TV, KSHB-TV, Houston Chronicle, KUTV-TV, KJZZ-FM and Everythingsocialwork.com