From day one, we designed Little Green Pencil to be a social media asset that would seamlessly connect an event community. It’s one of our strengths, but to be honest, we haven’t seen a lot of customers take full advantage of it… yet.
Truth be told, it’s not easy to do. Social Media is not the “silver engagement bullet” that all the hype can lead you to believe. Like any other successful and purposeful communication campaign, you need a good plan. Since social media lives forever, you need this plan to be thoughtful, reflect your values, and align with your priorities as a company.
The following is Little Green Pencil’s attempt at making this as simple as possible for you. Time and resources are limited, but with the jump-start below, we hope that a minimal investment will yield maximum results for all of the generous businesses who give back to their communities via the thousands of golf outings held every year.
Your company is approached with an opportunity to sponsor, donate, or participate in a golf outing benefiting a local non-profit or cause.
- Communicate the opportunity to some or all of your employees.
- Relay the “Event Story” to them (you will get this from the event).
- Offer pre-determined levels of commitment from your company and options for employees to engage – (golfing, donating, or simply spreading the word).
There are several options you may want to consider when supporting an event, beyond just purchasing a sponsorship or a foursome. You can offer a “match” program – say an employee secures a donation for the event’s silent auction, you could match that with a cash or in-kind donation or sponsorship. You could also tie an existing internal competition prize to an outing four-some or event attendance.
Whatever level and structure you decide is a win – a win for you, your company, and the benefiting organization. Remember, it’s not just a one day event you are supporting, but the community and the cause surrounding that event. Because of that, you should:
- Take pride in your commitment.
- Share this commitment with your customers and employees.
- Offer the opportunity for your customers and employees to engage and support as well.
These three attitudes are the foundation on which you will build the story you are about to tell. Your company’s 2015 support of an event, a community, and a cause.
Leading up to the Event
Using the Social Media tool(s) of choice (Facebook, Twitter, Instagram).
- Friend/follow/connect with the event and organizations social media accounts
- Share / re-tweet posts from the event or organization
- Tell & re-tell the story and commitment of your company to the cause and the event
- Encourage your followers to get involved
- Recruit and highlight internal champions of the cause (an employee engaged with or affected by the organization – hopefully this is a motivating factor as to why your business supports the event)
- Connect with other companies that support the event (title sponsor, donors, community members)
The Day of the Event
Everyone is busy, but the “action” of a golf outing is really just one day. For that one day, re-assign some resources to prioritize “event coverage” and engagement. Golf outings are supposed to be fun, so have a little fun with this, and get fun people to execute these potential assignments.
On the course:
- Send a “reporter” to the event with one primary job – get good pictures. Follow your company’s golfers, soak in the scene, capture fun details and snapshots of the color and energy of the day.
- Send non-golfer employees to the auction / after party, or to just hang out in the clubhouse as the golfers finish up.
- Or offer employees the opportunity to volunteer at the event. There are always opportunities to run games or raffles during the day, or just help with general logistics.
- Have all of them post pictures and message updates throughout the day.
Off the course:
- Have an employee monitor the social media activity and share, share, share.
- Follow the Little Green Pencil Leaderboard and post updates on your company’s golfers progress (or lack of) during the round.
Specific Marketing Opportunities
Because Little Green Pencil serves as a connection point between you and golfers on the course – (through text messaging, the Leaderboard website, and Twitter), you have the opportunity to deploy specific and targeted marketing messages and promotions.
Tweet based: Polls, offer links, match offers, contests.
Text message based: coupons, “give back” offers (5% of sales go back to org on this day), special redemption offers.
Be creative. Forget about printed coupons and hole signs – with Little Green Pencil you have litterally have the golfers attention in their pocket.
After the Event
The story doesn’t end after the day of the event. With just a little social media effort, you have help build the community around the event cause. Share and celebrate this for the rest of the year!
- Write-up or share the event recap.
- Highlight the funds raised by the entire event.
- Thank everyone for listening and supporting.
- Tell individual stories on how lives were effected – inside and outside of your company.
- Express plans or desire to continue support of the organization and cause.
- Highlight individual commitments by champion employees.
- Include these efforts and other efforts in a year end summary that you can share.
Thank You – You Deserve It
Little Green Pencil hopes this will help you tell the story of what you are probably already doing. If it wasn’t for the generosity of you, the golf outing sponsor, all of these golf outings wouldn’t exist, and organizations would be faced with yet another hole in their deck of changing the world.
Good Luck – and let us know if you would like to see opportunities from more golf outings – we always have great organizations looking for more companies to help build their communities!