Case Study: United States Golf Association drives $574K in ticket revenue with Knight Eady

United States Golf Association drives $574K in ticket revenue with Knight Eady

The United States Golf Association (USGA) faced the challenge of marketing its 74th U.S. Women's Open in Charleston, South Carolina, a competitive tourist destination. The USGA needed to attract both dedicated golf fans and casual event-goers to meet ambitious goals of $500,000 in ticket revenue and 1,500 volunteers. They partnered with vendor Knight Eady for marketing, strategy, and creative services to develop a targeted campaign.

Knight Eady's solution involved deep market research to define two key buyer personas: the golf enthusiast and the casual event fan. They created a tailored "Be Here" campaign with inclusive messaging and seasonal artwork placed in strategic media buys to reach each audience effectively. The results for the USGA were highly successful, with Knight Eady helping to secure 1,700 volunteers and $574,000 in ticket revenue, exceeding all initial goals.

United States Golf Association