First Tee Greater Austin PR Plan

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First Tee Greater AustinPR Plan

• Group 3
• Paige Kimball
• Alex Dockery
• Dustin Villarreal
• Max Crutchfield

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First Tee Greater Austin

• Mission The First Tee of Greater Austin strives
  to impact the lives of young people by providing
  learning facilities and educational programs that
  promote character-development and life-enhancing
  values through the game of golf. 
• Objective Make the game of golf and its positive
  life values accessible to youth who would not
  normally have an opportunity to play.

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Foundation Tour Jan. 2008
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Our Challenge

• The Harvey Penick Golf Course opened in 2002.
• That was the last time they received substantial
  coverage.

• No public awareness
• Confusion over who can play the course
• No PR Budget or Strategy to date
• Lack the resources to reach target audiences

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SWOT of Current PR Efforts
Strengths -Own the course they operate on -High profile figures participate in events -Large individual gifts from donors -Many newsworthy events and feature stories on continuous basis -Austin has nice weather year-round Weaknesses -No PR Budget or Strategy - About Us on Course website does not refer to First Tee at all -No current staff available to perform PR functions -No existing relationship with golfers or golf businesses in Austin -Only 9-hole course.
Opportunities -Large university community -Inexpensive membership compared to competition -Many state associations and new businesses in Austin -Can trade coupons for survey answers receive and give information Threats -Storms droughts -Regular courses keep all their profits -Target (lower income) must work more and often too busy to play -Many non-profits in Austin must compete for volunteers
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Harvey Penick Golf Course Website
About the Course webpage is dull, drab, and
makes no mention of First Tee!
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PR Goals Objectives

• Long-Term Goal Generate more revenue from the
  course to provide more scholarships to kids.
• Short-Term Goal Raise public awareness of what
  course offers and how it is affiliated with First
  Tee.
• Objectives
• Reach UT community
• Reach middle-management and associations in
  Austin to encourage corporate events at the
  course
• Establish presence with golf businesses in Austin
• Begin research to identify target audiences
  create a base for measurement and evaluation of
  PR efforts and program
• Utilize events to obtain coverage of the course

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Progress Report

• Met with executive director of golf course and
  founder of First Tee Greater Austin
• Knowledge of staffing budget issues
• Knowledge of past coverage
• Have definite plan for conducting primary
  research
• Obtained their current media contact list for
  revision purposes
• Brainstorming improvements for website
• Group Member is affiliated with UT Golf League
  and working on forming relationship with First
  Tee
• Currently writing and revising possible releases
  and features

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Present Concerns

• Budget of 0.00 will make it difficult to recruit
  qualified PR specialists.
• Lack of research makes it difficult to identify
  specific target audiences.

• The plan will take a long time to implement
  because of no PR staff.
• Major events will take place very soon there
  will not be enough time to carry out the full
  strategy.

Our Problem They expect us to implement each
idea we develop. ?
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How can you help?

• Please ? Pass in the survey.
• Feedback
• Questions?
• Comments?
• Suggestions?
• Thanks from Group 3 and First Tee!
• (That Rhymes)