The Arnold Palmer Group, a number of enterprises under the umbrella of one of the most trusted and revered names in sports, had rarely followed a structured communications program across both their non-for-profit as well as for-profit entities.  As a result, their communications efforts were siloed and somewhat transactional. WM was tasked with creating an overarching messaging strategy for the companies that would build support and understanding for the group’s work and executing across the companies.

After reviewing communications outputs for the various entities, WM found that the messaging needed an overall vision, relating back to the example set by the great Arnold Palmer. WM created an overarching set of brand messages that keyed on the iconic Palmer, who is synonymous with the game of golf as a trailblazer, champion, entrepreneur, aviator, innovator and philanthropist.

The team collaborated with The Arnold Palmer Group to create an integrated corporate message architecture that reflected the Arnold Palmer brand and helped to drive the new messaging internally through the multiple business units. Then the team helped create story centered content to build trust and loyalty among key audiences through earned and paid media.

The team generated an audience reach of three million, and key messages surrounding Arnold Palmer Enterprises, Arnold Palmer Charitable Foundation, Bay Hill Club and Lodge, and its annual PGA Tour event, the Arnold Palmer Invitational, came through in resulting coverage and social content.

Orlando Sentinel

Golf Channel