Stack & Tilt Golf

Stack & Tilt Golf

Business Need:

Michael Bennett and Andy Plummer, are golf instruction authors and PGA Tour swing instructors. Stack & Tilt Golf, their golf instruction company, did not have a website or a golf online marketing strategy. They had a new book coming out and wanted to get an instructional DVD out as well.

Strategy:

Designed and implemented overall consumer acquisition (B2C) strategies and execution tactics, including website development, media planning, video production, book promotion, on-line and social networking efforts and international development. Also created successful brand extension through the development of teacher certification and teaching academies.

Result:

  • Resulted in sales of over 45,000 books, 70,000 DVDs and hundreds of golf schools worldwide.
  • Established teacher certification process and branded academies driving additional revenue streams.
  • Today a Google search will produce over 7 million results for Stack & Tilt. more than most top teachers in the world combined.
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Elements of Project:

Developed Web Strategy

  • Developed logo, taglines & website
  • Established social media presence
  • Managed all search marketing, online display advertising, lead generation and CRM.
  • Oversaw all tracking, metrics, and performance activities.

Book Promotion

  • Coordinated TV and Radio interviews, feature stories in local papers, golf magazine articles, and guest blogs
  • Targeted the “Super Fans” though the network of authorized instructors
  • Coordinated appearance at local PGA of America section events.

Video Production

  • Selected production company & oversaw budget
  • Worked with instructors to develop story board and script
  • Worked with Martin Group on cover design
  • Handled set up of manufacturing and distribution
  • Created comprehensive marketing and PR campaign

PR

  • Worked with PR firm to define core messaging, PR strategy and overall PR execution for the company in coordination with the golf online marketing.

Partners: The Martin Group (graphic design); Delaware North (marketing strategy); Tomas Purtell (video production)