TGL与大学社团合作构思分析(体育营销期末报告)
Eric
Targeted Audience: The NYC Collegiate Social Golf Community
目标受众：纽约市大学社交高尔夫社群
1. Targeted Audience Analysis 目标受众分析
The targeted audience for this activation plan is defined as “The NYC Collegiate Social Golf Cohort”, with most of them aged between 20-24 years old and are current students or alumni from NYC elite universities for example NYU, Columbia etc that either live in university dorms or apartments in Manhattan for example ones in Lower East Side, Soho, East Village etc. For them, they are not only active participants in their university’s golf club, big fans of social golf, but also future potential Young Urban Professionals in fields like business, finance, law, etc. For them, golf isn’t considered a competitive sport, but as a “social-first” lifestyle. They are also big fans of simulator golf, preferring to spend 1-2 hours doing fast-paced practice in indoor venues that have music, beverages, and social interaction involved instead of traditional golf that requires spending 5 hours playing on grass. They also pay close attention to value from socializing, opportunity for peer communication, and are also eager to showcase their school pride, identity, as well as their fashion taste by either presenting their digital swing data or wearing limited-edition joint-branded equipment that has their school’s logo on it. Understanding the characteristics of this targeted audience group, as well as their demand and what they care about, can allow TGL to come up with activation plans that not only can better catch their preference but also better help TGL advertise their product and showcase its advantages as a modern golf league that highlights socializing, technology, fast pace, and celebrity effects.
纽约大学社区
校园拓展计划的目标受众被定义为“纽约市大学社交高尔夫群体”，成员多为20至24岁之间、就读于纽约市顶尖学府（如纽约大学、哥伦比亚大学等）的在校生或校友，主要居住在曼哈顿大学宿舍或公寓（如下东区、苏豪区、东村等地）。
他们不仅是所在高校高尔夫俱乐部的活跃成员、社交高尔夫的狂热爱好者，更是商界、金融界、法律界等领域的未来年轻都市精英。对他们而言，高尔夫并非竞技运动，而是一种“社交至上的”生活方式。他们尤其钟爱模拟高尔夫，更倾向于在配备音乐、饮品及社交设施的室内场馆进行1-2小时快节奏练习，而非传统需要在草地上挥杆5小时的高尔夫运动。
这些群体格外注重社交价值与同侪交流机会，热衷通过展示数字挥杆数据或佩戴印有校徽的联名限量版装备来彰显校园自豪感、身份认同及时尚品味。深入了解这一目标受众群体的特征、需求及关注点，有助于 TGL 制定出既能精准契合其偏好，又能有效推广 TGL 产品的激活方案；同时充分展现其作为现代高尔夫联赛的优势：注重社交互动、融合科技元素、节奏紧凑且充满名人效应。
哥伦比亚大学
2. Target Organizations and existing activities 目标组织和现有活动
With TGL’s core strategy being to join in existing organizations and activities instead of starting something new, under the aforementioned targeted audience, TGL will seek collaboration with existing collegiate golf organizations, for example, NCCGA (National Collegiate Club Golf Association). Not only does NCCGA already have various members that come from different schools across the nation, including specific members that is based in NYC for example NYU golf Club, Columbia Golf Club, Manhattan University Golf Club etc, but the organization also have detailed personal information and email address of every members in corresponding schools that TGL can gain while talking with the leader of NCCGA for collaboration. For NCCGA, they have been hosting regional inter-school tournaments that involve numerous school clubs that TGL can utilize as a mature asset and bring activation within the tournament. Also, TGL can have deep collaboration with NYC collegiate golf clubs, for example, NYU Golf, Columbia Golf Club, specifically collaborating with their club presidents as these existing organizations already have detailed annual budgets, access to club member’s personal information and their corresponding social groups, and regular activities such as weekly simulator practice nights and alumni friendly competitions, providing TGL with a vast majority of options when considering activation plans. The purpose of the involvement of TGL is to bring these cool activities held by organizations to a more cool perspective, aiming to foster top-level experiences with TGL’s high-tech equipment and resources, seeking a win-win solution that TGL can collect targeted audience personal information at utmost convenience and at a low cost; on the other hand, organizations can high class experience for their members.
TGL的核心战略是融入现有组织和活动而非另起炉灶。基于上述目标受众定位， TGL 将寻求与现有的大学高尔夫组织合作，例如 NCCGA（全国大学俱乐部高尔夫协会）。
NCCGA 不仅拥有来自全美各高校的众多会员（例如总部位于纽约市的纽约大学高尔夫俱乐部、哥伦比亚高尔夫俱乐部、曼哈顿大学高尔夫俱乐部等），还掌握着各会员学校的详细个人信息和电子邮箱地址——这些信息可通过与 NCCGA 负责人沟通获取。对于 NCCGA 而言，其长期举办的区域性校际锦标赛汇聚了众多校际高尔夫俱乐部， TGL 可将其作为重要资源加以利用，并在赛事中推动活动开展。
此外， TGL 还能与纽约市的大学高尔夫俱乐部（如纽约大学高尔夫俱乐部、哥伦比亚高尔夫俱乐部）深度合作，特别是与各俱乐部主席展开协作：这些现有组织已具备详细的年度预算、会员个人信息及社交网络资源，以及每周模拟训练夜、校友友好赛等定期活动，这为 TGL 在制定推广方案时提供了丰富的选择空间。
TGL参与的核心目标是为这些由组织举办的酷炫活动注入全新视角，旨在通过 TGL的高科技设备与资源打造顶级体验，寻求双赢方案： TGL 能以极低成本便捷收集目标受众个人信息，而组织则为其会员提供高端体验。
3. Activation Plan 1: Outdoor Inter-school tour event “Holographic Celebrity Challenge”激活方案一：户外校际巡展活动“全息名人挑战赛”
As mentioned in the last paragraph, existing collegiate golfing organizations, for example NCCGA, have been hosting regional inter-school tournaments that involve numerous school clubs in locations, for example, Van Cortlandt Park in the Bronx, NYC. Hosting activation during the inter-school tournament, TGL can consider taking over the most famous Par-3 signature hole and transform it into a surreal Hologram Tee-box. When participants coming from different universities stand on the tee making the swing, a lifelike 1:1 holographic image of TGL players, for example, legendary golfer Rory McIlroy and Tiger Woods, will appear next to the player. After the player has swung the ball, a on-site deployed Trackman data collection system will activate and record the swing’s trajectories and its corresponding ball speed and other data, and then these data will be compared in real time with the 3D images of those legendary players. Using the fame of legendary golfers for example, Tiger Woods but doesn’t require himself to be at the site, the concept of “immersive experience playing along with your golf idol” is expected to have strong visual effect, especially attracting golfers who are fans of Tiger Woods to take part in it or take a picture of it and share it to social media. After the shot, in order to gain the professional-level data report of the swing, golfers have to scan a QR code that TGL prepared in advance, which will verify their official school email that ends with .edu, locking in these collegiate golfers.
正如前文所述，现有的大学高尔夫组织（如NCCGA）一直在举办区域性校际锦标赛，参赛学校俱乐部遍布纽约市布朗克斯区的范科特兰特公园等地。在锦标赛期间开展互动体验时， TGL可以考虑接管最负盛名的三杆洞标志性球洞，将其改造为超现实的全息发球台。
当来自不同高校的选手站在发球台挥杆时，球员身旁会实时显示其本人的1:1全息影像——例如传奇高尔夫球手罗里·麦克罗伊和泰格·伍兹。球员挥杆完成后，现场部署的Trackman数据采集系统将自动记录挥杆轨迹、球速等数据，并与这些传奇球员的3D影像进行实时比对。
借助泰格·伍兹等高尔夫巨星的影响力（无需亲临现场），“与高尔夫偶像同场竞技的沉浸式体验”概念将产生强烈视觉冲击，尤其能吸引伍兹粉丝参与活动或拍摄照片分享至社交媒体。击球后为获取专业级挥杆数据报告，选手需扫描预先准备的二维码，该二维码需验证以.edu结尾的官方校邮箱地址，从而锁定这些大学高尔夫爱好者。
After the event, the video of the golfer taking the swing as well as the report, will be sent to their email along with the student-exclusive discounted ticket purchase link for a game of TGL at Sofi Center. Since through this activation, TGL can access the golfer’s .edu email and can track which university they represent, to maximize offline ticket purchase rate, TGL can come up with an inter-school competition mechanism named “Campus Takeover at Sofi Center”. Through .edu email verification, TGL’s system can instantly collect and analyze whether these offline tickets brought by participants are from either NYU, Columbia, or other NYC schools. Knowing the number of tickets each university’s golfers have purchased, TGL can generate a dynamic ranking list. The school with the highest number of ticket purchases will the chance of occupying a newly set up “Student Zone Stand” at SoFi Center during a TGL time in which it will involve around 100 seats and golfers can enjoy exclusive advantage and interaction that is specially designed according to the winning university during the game. For example, the winning university can not only take over the entire Student Zone Stand but also take over the colour of the Jumbotron during the game with the university’s principal brand colour, for example, NYU representing Violet and Columbia representing blue. The jumbotron will also have unique content during halftime, for example, an exclusive “Campus Cam” that allows the winning golfers to be on the large screen and interact with other TGL fans. They will also get a distribution of limited-edition school-themed souvenirs, for example, TGL-NYU or TGL-Columbia hoodies or caps that have both TGL and the university’s logo on the product.
活动结束后，高尔夫球手挥杆动作的视频及活动报告将通过电子邮件发送给参与者，同时附上专为学生提供的Sofi Center TGL 游戏折扣购票链接。通过该激活机制， TGL可访问高尔夫球手的.edu邮箱并追踪其所属大学信息，从而最大化线下购票率。
基于此， TGL推出了名为“Sofi Center校园占领战”的校际竞赛机制。通过.edu邮箱验证， TGL系统能即时收集并分析参与者持有的线下门票是否来自纽约大学、哥伦比亚大学或其他纽约市高校。根据各大学高尔夫球手购买的门票数量， TGL可生成动态排名榜单。门票销量最高的大学将有机会在 TGL赛事期间占据Sofi Center新设立的“学生专区看台”，该看台设有约100个座位，高尔夫球手可享受专为获胜大学量身定制的专属权益与互动体验。
例如，获胜大学不仅能占据整个学生专区看台，还能在比赛期间使用其标志性品牌颜色装饰巨型屏幕——纽约大学代表紫色，哥伦比亚大学代表蓝色。巨型屏幕在中场休息期间还将呈现独家内容，例如独家推出的“校园直播”功能，让获胜高尔夫选手能在大屏幕上与其他 TGL球迷互动。观众还将获得限量版校园主题纪念品，例如印有TGL -纽约大学或 TGL -哥伦比亚大学标志的连帽衫和帽子，产品上同时印有TGL和校徽。
Based on the previous analysis on these collegiate audience that they really care about their identity of being in their school’s golf club and their school pride, this strategy utilizing both alumni pride and school rivalries as well as proving exclusive student discount can not only drives large-scale ticket purchases through psychological perspective, the actual experience of having a “NYU Stand” and “TGL screen takeover with NYU violet” can also create highly-spread campus topics on social media, ultimately letting more golfers not only paying attention to TGL, but also helping their university dominate the ranking by actually buying TGL tickets.
基于对大学观众的先前分析——他们确实非常重视自己所属学校高尔夫俱乐部的身份认同与校园自豪感——这一策略不仅通过校友自豪感、校际竞争关系以及提供专属学生折扣等手段，从心理学角度推动了大规模门票销售；同时，“NYU Stand”标识与“NYU紫色 TGL 屏幕”的实际体验还能在社交媒体上引发广泛讨论，最终促使更多高尔夫爱好者不仅关注TGL赛事，更通过购买 TGL 门票助力母校在排名中占据优势。
4. Activation Plan 2: Indoor Practice Night “The Hammer” Challenge 激活计划2：室内训练夜“锤子”挑战赛
As mentioned before, existing golf organizations that these targeted colligate golfers participate for example NCCGA, NYU Golf Club and Columbia Golf Club often have regular weekly training in venues that have indoor golf simulators, for example in Five Iron Golf. Based on this existing scenario, it’s recommended that TGL can utilize its advantage in technology and implement a “TGL theme takeover” during a certain practice section that these organizations are hosting. By communicating with the venue manager of Five Iron Golf and the president of NCCGA, with their approval, TGL can install the famous “The Hammer” red buttoned device which is the same as the one TGL players are using during the TGL games into the simulator that these colligate golfers are using during practice. Besides installing “The Hammer”, a AR TGL celebrity player caddie system will also be implemented within the simulator system, for example a AR version of Tiger Woods will be shown on the simulator. When targeted colligate golfers are doing their weekly practice, a screen at the side will display tactical advice from the aforementioned TGL legend players for example “AR caddie NYGC player Xander Schauffele at your side” . Meanwhile, based on the club member’s information for example email address provided by golfing organizations in exchange of TGL installing The Hammer technology within the simulator, TGL can create a “TGL x NYU Golfing Club” or “TGL x Columbia Golfing Club” ranking list and create corresponding TGL points. During regular training, club members can earn TGL points by making excellent shots on the simulator. At the end of the semester or a golf a season, these TGL points will be calculated and form both individual ranking and school ranking list among different schools under the NCGGA organization. Just like the logic of TGL players using The Hammer in TGL matches, if golfers feel confident before their particular shot during training, they can trigger the The Hammer by pressing the red button. If the golfer actually hits a good shot, they can accumulate double TGL points for themselves and the school club.
如前所述，这些目标合作高尔夫球手参与的现有高尔夫组织（例如NCCGA 大学、纽约大学高尔夫俱乐部和哥伦比亚大学高尔夫俱乐部）通常会在配备室内高尔夫模拟器的场地进行每周定期训练，例如在Five Iron Golf球场。
基于这一现状，建议 TGL 能充分利用其技术优势，在这些组织举办的特定训练环节中实施“ TGL 主题接管”策略。通过与Five Iron Golf球场经理及 NCCGA 大学校长沟通并获得批准后， TGL 可在这些合作高尔夫球手训练时使用的模拟器中安装与 TGL 比赛中相同的标志性红色按钮装置“The Hammer”。
除安装“The Hammer”外，模拟器系统还将引入增强现实 TGL 明星球员球童系统，例如在模拟器中呈现泰格·伍兹的AR版本。当目标合作高尔夫球手进行每周训练时，侧边屏幕将显示上述 TGL 传奇球员提供的战术建议，例如“AR球童 NYGC 球员赞德·绍费尔在您身旁”。
同时，基于高尔夫组织为 TGL 安装The Hammer技术所提供的会员信息（如电子邮件地址）， TGL 可创建“ TGL ×纽约大学高尔夫俱乐部”或“ TGL ×哥伦比亚大学高尔夫俱乐部”排名榜单，并建立相应的 TGL 积分体系。
在常规训练期间，俱乐部成员可通过模拟器上的精准击球获得 TGL 积分。每学期末或高尔夫赛季结束时，这些 TGL 积分将被统计并生成个人排名及 NCGGA 组织下属各校间的学校排名榜单。
类似于 TGL 比赛中 TGL 选手使用The Hammer（锤子）的机制，若高尔夫球手在训练中对特定击球动作充满信心，可通过按下红色按钮触发The Hammer系统。若击球表现优异，球手不仅能为自己积累双倍 TGL 积分，还能为学校俱乐部带来额外积分。
During the training period, the TGL points they earn will not be immediately converted into the TGL ranking. In order to active those earned TGL points, the golfer must download the TGL App and watch TGL’s official live broadcast on Monday or Tuesday night prime time. During the broadcast, during some time during the game, a 6 digit “Campus TGL Point Redeem Code” will pop up onto the screen. Recognizing the redeem code, golfers have to type it in within the APP so that they points they obtained will be converted into the individual and school ranking. We believe that by connecting the points gained on-site and connect the pleasure back then with the online TGL live streaming, this closed-loop flow from offline venues to online streaming media will attract more people willing to watch the game during the prime just for redeem the TGL points, also allowing the golfers not just experience the TGL format rules thereby increasing the view viewership and attention.
在训练期间，高尔夫球手获得的TGL 积分不会立即计入 TGL 排名。要激活这些积分，球手需下载 TGL 应用程序，并在周一或周二晚黄金时段观看 TGL 官方直播。直播过程中，比赛特定时段屏幕上会弹出一个6位数的“Campus TGL 积分兑换码”。球手需在应用程序中输入该兑换码，才能将获得的积分转换为个人及学校排名。
我们认为，通过将现场获得的积分与 TGL 在线直播相连接——这种从线下场地到在线流媒体的闭环机制——将吸引更多观众在黄金时段观看比赛以兑换 TGL 积分，同时让高尔夫球手亲身体验 TGL 赛制规则，从而提升赛事的收视率和关注度。
与之前的推广活动类似，我们将利用高尔夫球手们对母校和俱乐部荣誉的生理层面关注。通过进一步培养校友自豪感并打造纽约大学与哥伦比亚大学等校际对抗赛，我们相信这将促使更多组织成员在日常训练中使用五号铁杆模拟器，体验TGL “锤子”技术，并愿意在周一或周二黄金时段观看比赛，助力母校在 TGL 排名中提升名次。
为强化排名的独特性，赛季或学期结束时，排名最高的院校将获得多重奖励：除 TGL 限量版商品（如印有校徽和校名的T恤与棒球帽，呼应首期推广活动）外，还可免费获得索菲中心学生区看台门票，观看 TGL 比赛并享受前述专属权益与互动体验。
此外，我们将邀请 NYGC 明星球员为该校高尔夫组织录制祝贺视频，表达团队与 TGL 对俱乐部本赛季持续关注与支持的感激之情。此举将帮助组织成员建立归属感与凝聚力。
5. Micro-Influencer & Advertising Strategy 微网红广告策略
When selecting influencers to help TGL advertise within in the collegiate golfing community and organizations, in order to lower the cost and maximize the tangible benefits that can influencer can reach to the targeted audience, instead of inviting influencer that have millions of influencer and need expensive appearance fee, we think TGL should focus on influencer that have less amount of fans, ranging from 5k to 20k, and currently serve as president at collegiate golf club or leaders at golfing organizations or in-campus bloggers with contents that focus on social life, fashion, golfing etc. In order to give these existing influencers exclusive benefits if they are willing to advertise for TGL, it’s recommended that TGL authorize the name of “TGL x University ambassadors” to these influencers, for example “TGL x NYU golfing ambassador” in order to enhance the weight of their personal accounts among their peers and within the campus. After that, TGL can provide these influencers/ambassadors with exclusive media credentials, allowing them to gain access to the backstage of SoFi Center to shoot exclusive content of TGL players, for example, pre-game warmup, behind-the-scenes content, or give them opening boxes of unlaunched equipment if they aren’t able to be present at SoFi Center in Florida.
在选择高校高尔夫社群及机构广告合作对象时，为降低推广成本并最大化影响者对目标受众的触达效果，我们建议TGL 优先考虑粉丝量较少（5000至2万）且具备以下特质的影响力人物：现任大学高尔夫俱乐部主席、高尔夫组织高层管理者，或专注于社交生活、时尚、高尔夫等领域的校园博主。
对于愿意合作的现有影响者，可提供专属权益：例如授权其使用“ TGL ×大学大使”称号（如“ TGL ×纽约大学高尔夫大使”），以提升其个人账号在同行及校园内的影响力。同时授予独家媒体通行证，允许其进入SoFi中心后台拍摄 TGL 球员独家内容（如赛前热身实录、幕后花絮），若无法亲临佛罗里达州SoFi中心现场，还可提供未上市装备的开箱体验。
In return, these influencers/ambassadors have to come up with creative content and videos so that, through their position, combining the golf club president/golf organization leader with the TGL campus ambassador can hopefully attract more collegiate members to follow TGL regardless of whether they are in an existing golfing organization or not. Also, these influencers/ambassadors will have to be present at the activation mentioned before and guide those collegiate golfers to scan the QR code and verify their email addresses at the event to collect their information. They are also encouraged to initiate a online “TGL Watch Party” on Monday night prime time, in which they use Instagram or TikTok to livestream TGL prime time games and also interacting with viewers coming into the livestream that might be their peer or other college students, leveraging their high trust within the college golfing community, ultimately packaging TGL as social content that is considered as a “must-attend campus trend”, thereby achieving the most efficient brand-building of TGL.
作为回报，这些意见领袖/大使必须创作创意内容和视频，通过他们的职位将高尔夫俱乐部主席/高尔夫组织领导者与 TGL 校园大使相结合，有望吸引更多大学成员关注 TGL ，无论他们是否隶属于现有高尔夫组织。
此外，这些意见领袖/大使还需出席前述启动仪式，并引导大学高尔夫球手扫描二维码并在活动现场验证电子邮件地址以收集信息。他们还被鼓励在周一黄金时段发起在线“ TGL 观赛派对”，通过Instagram或TikTok 直播 TGL 黄金时段比赛，并与进入直播的观众互动（这些观众可能是他们的同龄人或其他大学生），利用其在大学高尔夫社区中的高信任度，最终将 TGL 包装成被视为“必看校园潮流”的社交内容，从而实现 TGL 最高效的品牌建设。
6. Online and Offline Conversion Logic & Summary 线上与线下转化逻辑及总结
For both activation, in order to maximize the email addresses gained from the targeted audience as well as converting them to buy tickets to go to an offline TGL game, a conclusive summary of our conversion mechanism is as follows. Firstly, through connecting with the golfing organization leader and the president of the NYC collegiate golfing club, and by convincing them TGL will jump in and bring activation to their existing activities (weekly training/inter-school golfing tournament), TGL is able to gain email addresses of club members ending with .edu so that TGL can establish a 100% pure database for college students. What’s more, as already mentioned during the description of the targeted audience, this group of people cares about their school/club pride and identity, and alumni pride, by creating a psychological tactic of “Inter-school Rivalry”, for example, NYU VS Columbia rivalry. TGL can present real-time comparisons of the number of discounted and student-exclusive tickets purchased by Columbia University and the number of tickets purchased by NYU at the event site, driving students to buy tickets because either they like TGL or they want to contribute to the honor of their alumni pride. Exclusive takeaways that allow golfers to present their school pride will also be given away, for example, TGL x alumni-exclusive limited hoodies or TGL x Titleist Pro V1 joint gift boxes. Last but not least, the implementation of converting club president or organization leader to “TGL x university ambassador” and requiring them to give out live stream and bring discussion topic within TGL will further promote the league and attract more people watching the game online, since either their peer is also watching the game or their peer is the ambassador of the league. Overall, all those methods not only consolidate brand loyalty through physical products, but also enable TGL to successfully integrate into the social circle of New York college students, transforming from a mere sports program into a hot topic they discuss every week.
