Division/Category:
Communication
Skills/Writing
Organizations:
BASF, Padilla Speer
Beardsley, Winnercomm, Inc., Source Publications
Intended Audience:
Golf course
superintendents
BASF, a chemical
company based in Europe with offices around the United States, produces products
for vegetation management, such as those used in maintaining golf courses. To
reach its target audience—golf course superintendents—BASF worked with Golfdom
magazine to create an advertorial feature called “Hole of the Month.” It
profiles a notable golf course hole in each issue, giving course history,
superintendent’s background, regional pest issues, a photo of the hole, and the
BASF product image and logo. BASF then designed a Hole of the Month Web site off
its main site, to archive the magazine features and allow users to nominate
course holes for future editions.
Identifying and interviewing superintendents for Hole of the Month gave BASF insight into their challenges and expertise, helping to build new relationships and create selling opportunities. The magazine feature also introduces readers to the advantages of the BASF products, including tips for proper use.
Award of Merit Winners
in Communication Skills/Writing:
• MS2 Embrace Diversity Postcards; Lockheed Martin, SMK Marketing & Communication
• IT Problems, IT Solutions; Strategic Storyteller
• Here, In Our Home; Children’s Hospitals and Clinics of Minnesota
