2019 Play Yellow Campaign Is Warming Up on the Practice Green
In March, Jack and Barbara Nicklaus and PGA Tour Commissioner, Jay Monahan, will announce the 2019 Play Yellow Campaign at The Players Championship. Thanks to incredible partnership with the Nicklaus’ and the PGA Tour we are pleased to have a strong line up of Play Yellow founding partners. Beginning in Mid-March more than a dozen golf companies, media partners and events will support local children’s hospitals by raising funds for and promoting the Play Yellow campaign.
Here are a few details about the timeline.
The Announcement
The announcement is scheduled for Wednesday, March 13 and media, social media and fundraising activations will begin to happen immediately. The Shands-Wolfson Children’s team will be part of the announcement and are arranging to have a Miracle Family be part of the announcement. Golf Digest has published a story about Benjamin, one of the 2019 National Champions, to preview the Play Yellow effort. You can see the story attached to this update.
The Media Promotion
NBC Sports, Golf Channel, CBS Sports and PGA Tour media will all be promoting Play Yellow with content and stories between March 13 and June. As the PGA Tour events move from city to city, our Content Marketing team is working with the local hospitals to identify potential stories and opportunities for the media to engage and promote Play Yellow. We have worked with Golf Digest to place advertisements in the April and May issues to support the Play Yellow campaign and recognize the partners.
The CMN Hospitals Team is finalizing a complete package of promotional video and imagery for media outlets to promote the Play Yellow campaign.
Social Media Activation
Social Media is a big element of the Play Yellow campaign. We are working with players, influencers and media partners to promote Play Yellow. There will be four primary calls-to-action.
- Wear Yellow, Play Yellow, Post Yellow – Join Jack and Barbara Nicklaus and share a picture or post of yourself wearing yellow or playing yellow.
- Support a Play Yellow Product – Support Play Yellow by buying a Play Yellow product
- Give $18 and Play Yellow – Golfers and golf fans will be asked to join the Play Yellow Team by giving $18 for a round of Play Yellow golf.
- Create a Play Yellow Team – Golfers and golf fans can create their own Play Yellow Team by creating a Play Yellow Facebook fundraiser.
Fundraising Partners
We are pleased to share we have commitments from more than 10 companies to support Play Yellow through product, retail or employee fundraising. Golf ball manufacturers will be donating for every dozen yellow golf balls sold during the Spring. Retail locations and golf courses will be asking customers to donate to their local hospital by giving to Play Yellow. All partners will activate their customers and fans through social media.
The following is the current list of partners committed to support Play Yellow in some form or fashion. We are still finalizing all of the details with each of the partners and will share the details with you as they become solidified.
2019 Fundraising partners so far:
Callaway – Golf Ball Promotion
Srixon – Golf Ball Promotion
Bridgestone – Golf Ball Promotion
Marriott Golf & Taylormade – Pro-shop Promotion
Titleist – Player activation
TPC Golf Courses – Pro-shop Promotion
PGA Superstores – In-store Fundraising
Top Golf – Still in progress
Grant Thornton – Still in progress
Travelers Insurance – Campaign around their PGA Tour event
Serv-Pro – Still in progress
Billy Capser Golf – Pro-shop Promotion
How Local Hospitals Can Play Yellow
The Play Yellow campaign is designed to be a national platform to provide golf organizations and individuals with a simple and impactful way to support local Children’s Miracle Network Hospitals. Local hospitals can support Play Yellow in their communities through two simple executions:
- Engage Your Golf Community – Using the social media and marketing assets kit (coming soon) you can promote Play Yellow through your internal and external communications channels. You can encourage people to Give $18 and Play Yellow, to wear yellow and support Play Yellow products.
- Engage Your Golf Businesses – As part of the Play Yellow campaign CMN Hospitals has created a simple fundraising program for local golf courses and golf shops. Using the DIY kit a golf course can be part of Play Yellow and support their local hospital. You can engage your local golf courses and shops by sharing the website with them and encouraging them to participate.
The local Play Yellow web site will be live on March 1 at playyellow.org/local.
We created a Play Yellow team to work with all of the partners and various logistics to help us get Play Yellow 2019 off the tee. Here is a list of our team members:
Kira Kazantsev – kkazantsev@cmnhospitals.org – Kira is leading all of the Play Yellow marketing and messaging elements including social media, player engagement and influencers.
Chad Phillips – cmnhplayyellow@gmail.com – We have contracted with Chad to lead the work organizing and creating the fundraising elements with all of the golf companies and organizations.
Sally Gilloti – sgilotti@cmnhospitals.org – Sally is working with the media outlets and local hospitals to create and leverage publicity opportunities.
You can find out more about Play Yellow by visiting the official web site at playyellow.org. if you have any other questions please contact Craig Sorensen at csorensen@cmnhospitals.org.
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