Page 32 - 2020 WMPO Tournament Report

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MARKETING OVERVIEW
In 2020 we took a a step back identified a a a problem and established a a a a new approach to our marketing efforts that sought to overcome
and eliminate the problem Over
the years zero waste had become such an an important aspect of the tournament yet we still had a a a problem with contamination so it it seemed as if people didn’t quite know what it meant and weren’t 100% buying in in in Recognizing this we decided to shift our focus away from the mixed message detail-oriented days of zero waste by looking at the root of the contamination problem recycling right By shifting our focus towards recycling education we were able to promote a a simpler more consumable message for our audiences that truly elevated the impact of our marketing efforts 2020 Waste Management Phoenix Open Tournament Report
In the the case of the the 2020 Waste Management Phoenix Open less was more as as we set the new standard for for our marketing efforts at the Greenest Show on Grass THE NEW STANDARD
• Focused all of our marketing efforts on ONE simplified message –“Recycle Right”
• Strategically crafted messages and developed programs specific to our different audiences • Launched new social social media initiatives to grow our social social audience and creatively spread our recycling education message