My final group project in my Sports Marketing class was to brand an athlete. My group\’s athlete was Michelle Wie. Each member focused on one section of the project. My section is the 2011-2012 Branding Strategy starting on slide 10. The other members of my group are Kim Huber, Kyle Thomas, Erick Brown, and Brandi Jarrett.

1. Michelle Wie Marketing Strategy 2010-2012

3. Last two years on LPGA Tour

4. Sponsors Exemptions to PGA Tour Events

5. Main sponsor

7. Strengths Lack of dominating female golfer Major sponsorships with Nike, Sony, and McDonalds

8. Weaknesses Alienated from the LPGA and PGA Lack of humility in the media Only won one LPGA event As of 2006 only made the cut on one PGA event

9. Brand Pillars Youth Determination Courage

10. 2010 Brand Strategy April Work with current sponsors: NIKE, Honda, McDonalds Commercial spots and print advertisements May Elementary and High School visits June Golf Channel promotional video

11. 2010 Brand Strategy July Promotions in conjunction with the U.S. Women’s Open August Back to School Challenge Courage, on and off the course September Continued promotions

12. 2010 Brand Strategy October Increased Sponsorship Opportunities Charity Events November Promotions in conjunction with the LPGA Tour Championship December Golf Camps for kids Ongoing Social Media (Twitter, Facebook) Web site updates

13. 2010-2012 Brand Strategy Continue with American brand strategy initiatives (2010) Add international brand strategy Korea Japan China Australia

14. 2011 Jan. – Feb. Continue with U.S. golf camps Generate international commercials with sponsors McDonald’s Nike Sony Commercials based on brand pillars

15. 2011 Mar. – May Korea June – Aug. Japan Aug. – Nov. China Commercials Live events Signings Teachings, Charity tournaments Social Media Website

16. 2011 Dec. American camps Open camp in South Korea Girls Korea, Japan, and China 1 week interaction with Michelle Wie

17. 2012 Jan. – Feb. Golf camps Begin Australia branding strategy Commercials Current sponsors New Australian sponsors Events Continuing through August

18. 2012 Mar. – Apr. American school visits Korean school visits Girls golf fundraiser campaign in Korea May – June Japan July – Aug. China

19. 2012 Sept. – Dec. Launch Australian campaign Commercials Events similar to Korea, Japan, and China Branding pillars related to Australia Girls camp continuation in America and Korea

20. Summary Brand Position Strong youth oriented programs Nationally and Internationally Infusion of brand pillars with each culture Effective tactics Interactive campaigns Live events with hands on participation by Wie. Sponsorship driven