REPORT2017 TOURNAMENT
TABLE OF CONTENTS2017-2020 WMPO Goals and Objectives . . . . . . . . . . . . . 52017 Reflection . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Key Deliverables and Results . . . . . . . . . . . . . . . . . . . . . 8Operations and Sustainability Services . . . . . . . . . . . . . . . 16Marketing, Communications and On-Course Promotions . . . . 22VIP Customer Experience Program . . . . . . . . . . . . . . . . . 46Sustainability Forum . . . . . . . . . . . . . . . . . . . . . . . . . 74 2016 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
LONG KNOWN AS THE \"GREATEST SHOW ON GRASS,\" THE PGA TOUR STOP ATTPC SCOTTSDALE MORE RECENTLY HAS BEEN THE \"GREENEST SHOW ON GRASS.\" AND TALK ABOUT LEVERAGING A SPONSORSHIP. WASTE MANAGEMENT HAS DONE THAT AS WELL AS JUST ABOUT ANY SPONSOR ON THE PGA TOUR SINCE TAKING OVER NAMING RIGHTS IN 2010. ~ERIK MATUSZEWSKI, CONTRIBUTOR, FORBES 4 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
GOALS & OBJECTIVES 2016-2020 WMPO GOALS AND OBJECTIVES WMPO Leverage our title sponsorship of the Waste ManagementMISSION Phoenix Open to enhance our position as North America’s leading environmental solutions provider, differentiate us from our competitors and grow our business BUSINESS Focused Differentiation, ContinuousSTRATEGIES Improvement and Brand AwarenessOBJECTIVES Make sure we have the right Leverage PGA TOUR for Demonstrate and educate VIP customers/prospects new business development re: our capabilities around attending opportunities service and sustainabilityTACTICS Host C-level executives within our Proactively drive the Thunderbirds, Evolve, refine and communicate largest/most strategic customers and PGA TOUR and CAA to help WM our messaging around our services/ new business targets make new connections within sustainability Create a unique, premium experience associated target organizations executives cannot get anywhere else Educate fans and TV/online/social Leverage the customer/prospect Positively influence community media audiences around recycling experience/hospitality to strengthen members to do business with WM relationships and retain and expand throughout the year Conduct a Sustainability Forum in books of business conjunction with the tournament to help drive all objectives/tactics 1. Measure impact participation has 4. N umber of new opportunities 5. Sustainability metrics (e.g., carbon on customer/prospect decision to identified and/or impacted as a footprint, zero waste, water do business with WM result of our sponsorship conservation) (see pages 20-21) 7 KEY 2. YOY value of attending customer/ 6. M edia and engagement metricsMETRICS prospect revenues/EBIT (see pages 24-45) (see page 14) 7. N umber of Forum participants/ 3. Customer and employee survey online viewers (see pages 76-77) metrics (see page 51) 5 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
2017 REFLECTION2017 was the sophomore year for our current Waste Management Phoenix Open title sponsorship planningand execution team. We’d all finally been through it together once in 2016, learned a ton, had a great planningseason, continued to develop important connections and relationships, and then executed with a little moreexperience, style, and less panic than we did the year before. From a tactical perspective, we accomplishedeverything we set out to achieve. Where we didn’t, the fixes are straightforward and we have no doubt ourmighty team will easily pull it off. Tactical execution feels a lot “easier” now than it used to!Where we improved, we seriously improved. From our celebrity engagement (think Jerry Rice making basketsand dancing at the Shot at Glory and then Michael Phelps, Bo Jackson, Rickie Fowler and Jim Fish competing onMorning Drive, and remarkable women on stage at both the Forum and Thursday night!) to exclusive night timeevents, our new Bay Club location (and simulator) and customer Green Room. Our experiential elements weresecond-to-none and provided both our customers and key employees that “unique experience you can’t getanywhere else.” We also undeniably garnered more media attention, especially with the introduction of our newfurry friend, the Green Gopher, and tackled the social media frontier with more intention than ever before.We successfully extended our “Learn it Here. Live it Everywhere.” platform to include “Lessons with the Pros.”and it served us well as a secure anchor across all elements—from on-course to online branding to TV tocustomer events. We also continue to celebrate and honor the fantastic culture fit between this tournament andthe Waste Management “work hard, play hard” mentality—both throughout tournament week and during ourteam planning sessions!Strategically, establishing our industry leadership objectives and anchoring theme as early in the planning cycleas possible will become more and more critical to our short and long term planning and success. For our junioryear, we must look for how we will continue to use the WMPO, our greatest annual investment in Marketing& Sales, to evolve and differentiate our brand and leadership position in our industry. We continue to pose anddiscuss the toughest questions—“Is ‘Zero Waste’ the best goal and message we should be communicatingwith and through this tournament and Forum? Or should we somehow be shifting just like we are shifting thecountry’s thinking about what sustainable materials management really means? And how do we make that newmessage easy to digest and as ‘sexy’ as ‘Zero Waste’?”Collaboration, transparency and team work are our team’s cornerstones in successfully executing this amazingevent and sponsorship. We are honored and grateful to serve our company in this capacity and look forward tobrainstorming, unveiling and working (and playing!) together to make 2018 better than ever. 6 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
“SCOTT [THUNDERBIRD MEMBER] SAID HE HAS A 15 YEAR OLD GRANDDAUGHTER HERE IN PHOENIX AREA THAT WAS READING ABOUT THE WMPO BEING A ZERO WASTE EVENT. SHE THOUGHT THAT WAS FASCINATING AND WANTED TO TAKE THAT AND RECREATE THAT AT HER HIGH SCHOOL. SHE NOW HAS TALKED TO HER ADMIN AT THE SCHOOLAND SCOTT IS HELPING HER TO GET IN CONTACT WITH US AT WM TO GIVE HER IDEAS ON HOW TO PROCEED. THIS WAS SO GREAT TO HEAR AFTER HAVING HEARD WHAT WAS SAID ON THE TOUR. GREAT JOB WM TEAM! THE THOUGHT BEHIND THE ZERO WASTE PROCESS IS SPREADING.” ~STEVEN PALMER, COMMERCIAL-CUSTOMER EXPERIENCE SUPERVISOR 7 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
KEY DELIVERABL 82017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
LES AND RESULTS 9 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
BEST NEW PRODUCT: BAY CLUB AT 172016 PGA TOUR AWARD WINNERS BEST TOURNAMENT SALES 10 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
A RECORD YEAR 77,906 169,004 FRIDAY ATTENDANCEWEDNESDAY ATTENDANCE PGA TOUR RECORD PGA TOUR RECORDZERO WASTE204,906 655,434 TOTAL ATTENDANCESATURDAY ATTENDANCE PGA TOUR RECORD PGA TOUR RECORD 112017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
CHARLEY H WM BRAND AMTOURNAMENT HIGHLIGHTS Appeared in the WM GC vignettes during tournament weekFinished T24 Participated (and won) the basketball152 mentions of Charley Hoffman through competition at Tuesday night's VIP Sports Loungeonline, print and broadcast media duringWMPO (LY was 374) Introduced the panel at Thursday night's Lessons with the Pros dinner eventVisited WM’s 16th suites several days,including post-round on Sunday 122017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
HOFFMANMBASSADOR T2 FINISH 2017 HIGHLIGHTS 2ND FINISH at the Arnold Palmer 8TH FINISH at the RBC Candian Open Invitational presented at the US Open T4 FINISH by MasterCard T3 FINISH at the Genesis Open T5FINISH at the Travelers Championship 20THRANKED at the Zurich Classic 11TH player in the world of New Orleans *as of 8/11/17 in FedEx Cup Rankings(with playing partner Nick Watney) *as of 8/11/17 2017 MASTERS1ST & 2ND 11,942 2,015 3.17B ROUND LEADER MENTIONS ONLINE OUTLETS UNIQUE VISITORS ACROSS ONLINE, PRINT & BROADCAST FROM 73 COUNTRIES PER MONTH 13 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
CUSTOMER PROGRAM MEASURING ROIREVENUE REPRESENTED$270M $638M REVENUE REPRESENTEDWM GUESTS REVENUE REPRESENTED IN FULL PROGRAM IN VIP CUSTOMER PROGRAM ($291M MORE THAN 2016) ($60M MORE THAN 2016)ATTENDANCE 53% 320OF CUSTOMER ATTENDEE TITLES INCLUDED RECORD ATTENDANCE AT THE C-SUITE, PRESIDENT OR OWNER SUSTAINABILITY FORUM (UP 15% FROM 2016) (38 MORE GUESTS THAN 2016) 142017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
152017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
OPERATIONS & S 162017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
SUSTAINABILITY 17 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
OPERATIONS HIGH-LEVEL TAKEAWAYS 35 MANAGERS 2 CONTAINER MAINTENANCE 12 POL DRIVERS 12 POL HELPERS 6 FEL/R1,726 TEMPORARY WORKERS 4 SEPARATE TEMP LHIGHLIGHTSAt the 2017 Waste Management Phoenix Open, the operations team continued to demonstrate the concepts and principlesproblem solving. An additional zone manager was added to the area north of the 16 stadium to improve material flow and allin the areas of golf-cart utilization and night-time material removal as well as overall quality control. The increase in crowd santicipated and dealt with weeks before the tournament and the VIP shuttle service was added to the operations team's oveUTILIZED CNG FEL AT WMPO ANTICIPATED INCREASED CROWDS DUE TO ENTRANCE AS DISPLAY: FAVORABLE WEATHER CONDITIONS AND DEVELOPED CONTINGENCY PLAN:Doubled as security enhancement for safety of WMPO attendees Increased temp staffing Added boxes and carts in strategic locations to improve material handling• We will utilize a night crew to thoroughly clean the course on Sunday following the tournament• Restructure operations golf cart types for more flexibility• Work with WMRA and Thunderbirds to utilize WM customers to provide event boxes made from recycled material 182017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
APPARELE EMPLOYEES • Continue to push major brands toRO DRIVERS explore recycled apparel ABOR COMPANIES • Ensure that proper QC is done on of continuous improvement and pro-active vendors we use, including proper leviate worker fatigue. Improvements were made logo usage size due to favorable weather conditions was erall responsibility. MANAGED VIP SHUTTLE SERVICE: Staffed with high-level WM managers Enhanced overall customer experience at the WMPO 192017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
SUSTAINABILIEvery choice we make planning the WMPO affects our claim to the title of “The quantifiably that Zero Waste is the right thing to do for our 140,000 68 GOLF BALLS SIGNAGE REUSEREUSED IN WM WATER FEATURE (5 YEARS IN A ROW!) 84% signage from 20+ 750,000 recycled-content golf tees! 100% WASTE DIVERTED 100% of vendors & sponsors committed to zero waste 5,775 72 GALLONS TONS OF offset for owater from kitchens reused in POLs player travel & v Mesh and carpet make up a significant portion of the waste stream, it is challenging to find an outlet to reuse each year. We will: • Work with manufacturers to get recycled content into the process of making mesh • Analyze the cost/benefit of purchasing carpet that can be recycled locally • Work with the deconstruction team to get carpet and mesh removed and sorted as required by local donation agencies 202017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
ITY SERVICESe Greenest Show on Grass.” A lifecycle analysis of WMPO’s waste stream told usr brand, the tournament community, and the environment.8% 63M+ 11.75 ED FROM 2016 TONS 017 stored for reuse GALLONS UNUSED FOOD DONATED20 water restored to Colorado CARBON & Verde Rivers 100% operations, RENEWABLY-SOURCED ELECTRICITY volunteer travel GENERATORS USED BIODIESEL (powering golf carts and refrigerator trucks!)Source reduction is the highest beneficial CERTIFICATIONSuse for wood from construction atWMPO. We will:• Analyze construction process to decrease use of wood where possible• Collect wood for reuse locally 21 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
MARKETING, COMMUNICATIONS 22 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
S AND ON-COURSE PROMOTIONS 23 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
TURNED ON OUR “GREENLIGHT” COMMUNICATIONS, MARKETING AND ON-COURSEAt the 2017 Waste Management Phoenix Open, whether through on-course signage and activations, localand national media coverage, or digital and social media, stories about Waste Management’s commitment tosustainability, thinking green—as well as our operational expertise—abounded.As in years’ past, tournament elements like the WM logo 18 water feature and the WM logo mosaic behindthe 17-tee box continued to draw high visibility from on-course attendees, television viewers and social mediafollowers. A new, fun furry fellow—Green Gopher—took on a life of his own this year, cruising the 18th holelake on a WM-branded boat to keep the birds off the WM water feature. While making the rounds, he foundhis way into the hands of high-profile golfers and celebrities, such as Rickie Fowler and Michael Phelps, andcreated a buzz of his own on ESPN’s Sports Center and Golf Channel —all at no cost! Green Gopher will be backin 2018; bigger, with better branding and some new moves too. We have a feeling ESPN and Golf Channel willdefinitely notice him; if they don’t, we’ll make them!Local media outlets continue to dedicate significant airtime to both the tournament and Waste Management’sZero Waste efforts. This year, we were able to garner national media coverage in the form of a Forbes’ magazinearticle, Beyond The Rowdy 16th Hole: Golf's Phoenix Open Has The Best Waste Management In Sports, whichfocused on Waste Management’s sustainability and Zero Waste efforts at the tournament.The team put a concerted effort into improving the digital experience this year, creating custom WM-brandedexperiences within Golfchannel.com, and leveraging our partnership with Golf Channel to connect viewersof their website to an improved wm.com landing page. The production quality of the Golf Channel vignetteswas also improved and messaging broadened to focus on WM as a whole, not just on how to recycle right.The newly-introduced sub-theme—Lessons with the Pros—was well received and successfully implementedthroughout all PGA TOUR and Golf Channel deliverables.On social media, beyond our objective of creating innovative and informative content, we pushed into new areasthis year, targeting and amplifying our content to key audiences, including existing and prospective customers,sustainability professionals and employees. Through our WM social media channels, we reached more thanhalf a million people in a two-week period! We learned that, when it comes to content, authenticity (such asthe Jamaica Bobsled team that was spotted on the course one day), is the magic ingredient; no surprise really,considering the nature and personality of this event! For 2018, we’ll be focusing on doing more to bring thepersonality of the tournament and Waste Management to life, broadening our channels to include Snapchat,Facebook Live and 360 video, and getting even more sophisticated with our targeting and amplification. 24 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
2017 WASTE MANAGEMENT PHOENIX OPEN FANS, ALL 655,434 OF THEM, TELL A STORY THAT’S UNIQUE IN THE GAME OF PRO GOLF. THEY SCREAM AND YELL, THEY BOO AND CHEER LIKE AN UNINHIBITED MOB OF WORLD CUP SOCCER FANS. ONCE A YEAR, PRO GOLFERS ENCOURAGE THOSEROWDY FANS WHO NEED LITTLE ENCOURAGEMENT TO WHIP THEMSELVES UP INTO SHRIEKING FRENZIES JUST BECAUSE IT’S TPC SCOTTSDALE AND THE GREATEST SHOW ON TURF. ~DEREK VADNAIS PRO GOLF NOW FEATURED ON FOXSPORTS.COM 25 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
COMMUNICATIONS AND O 40 60 4,000 6#GREENESTSHOW SOLAR POWER STANDARD LIQUID TROU hanging banners in event at exits to collect l entry/exit tent recycling and compost recycling and compost bins from recyclable compactors WM LOGO TENT TOPPER ON 16,17 AND 18 WZERO WASTE EVENT TENT SIGNAGE WM/GREENEST 262017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
ON-COURSE PROMOTIONUGHS 300 15 2 3 liquids DECALS INSIDE TRIANGLE SIGNS WATER LARGE FORMAT es with new Lessons with features signs POL’s sharing greywater the Pros messaging messagingWM LOGO ON FRONT OF TENT AT LEADERBOARDT SHOW/ZERO WASTE SIGNAGE ON 4 AREAS OF SCRIM 27 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
GREEN GOPHER & WM BOATMade tournament debut and were a huge hit withattendees, celebrities and golfers, even extending beyondTPC Scottsdale into traditional media and social media.While their official role is to shoo birds off the floating WMlogo on the lake on 18, the furry gopher also became abrand and focal point of on course branding. MEET THE GREEN GOPHER • Given success, expand Green Gopher’s presence on course, and in social and traditional media • Improve WM branding on the boat 28 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
ON-COURSE BRANDINGWM WATER FEATURES AND LARGE VISUAL SIGNAGEHIGHLIGHTS 15 water feature was retired after 2017 tournament due to15 and 18 water features garnered great aerial and extended use. Explore otherground coverage via traditional and social media. areas to deploy branding, including:#greenestshow, WM Think Green, and clusters oftriangle signs received good fan interaction and • Greenskeeper Stadium area—Explore deployingengagement with surrounding crowds. a signage activation on the large east side wall of the Greenskeeper Stadium structureWM Logo Tee back on 17, WM Logo on 15 Player (previously blank)Bridge, 16 Greenest Show on Grass player entrance,and 16 desert landscaping WM logo captures great • WM #17 Bay Club Suite—Add WM branding totelevision coverage with players and caddies. the West End & South West side of WM #17- Bay Club Suite (previously blank) 292017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
ON-COURSE BRANDING ZERO WASTE STATIONSHIGHLIGHTSAdded WM managers to our ZWS coverage each day to provide better subject matterand WM leadership. Engaged WM team and volunteers generated interest in “Spin theRecycling/Compost Wheel” game generating continuous lines of people waiting to speakwith our team regarding recycling education. • In 2018, we should evaluate need for external volunteers to participate in our ZWS throughout the week. Explore model where WM managers exclusively run stations • Potentially improve our three ZWS by increasing interaction and education opportunities inside each station 30 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
COMMUNICATIONS MEDIA MESSAGING STORY THEMES HOW TO RECYCLE RIGHT at the tournament and at home WHAT’S A GREEN GOPHER DOING driving a boat on the lake on the 18th hole? A ZERO WASTE EVENT What goes into making the WM Phoenix Open? FULFILLING THE “ZERO WASTE CHALLENGE” Post-tournament cleanup stories HOW TO HAVE A GREEN SUPER BOWL PARTY Tips and dos and don’ts 312017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
HIGHLIGHTS WM SOCIAL MEDContent was consistent with on-course messaging BOOSTEDand branding BLOGCelebrity/golfer engagement Simple web traffic ads—with simple images—Creative advertising targeted at key audiences performed the bestHigh employee engagement The bounce rate—percentage of people who leave after one page—was high for both adsHIGH LEVEL TAKEAWAYS We should consider a more robust webThe simplest content performed the best presence next year to extend the overall experienceFacebook Canvas showed promise as a goodawareness tool, but improvements need to be made FACEBOOK CANVASshould we opt to use it going forward Images do better than graphics forSmaller campaigns on LinkedIn and Twitter showed garnering clickssome good best practices for next year Engaging video would most likely workWaste Management should invest in creating a best for attracting attention on a Facebookdynamic webpage that extends the web experience newsfeed for Canvas content On average, half of the total Canvas was viewed Canvas wasn’t the most effective at driving click-throughs to a website ENGAGEMENT RATE BY FACEBOOK AUDIENCE 5% SMB Customers Engagment Rate Golf Interest Sustainability Professionals 4% Prospects Look-a-Like 3% 2% 1% 0% Recycling 322017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
DIA ACTIVATION CONTENT LINKEDIN PAID PERFORMANCE Both ads—one promoting the WMPO blog and one promoting the Sustainability Forum live stream—ran for a short duration and were targeted at LinkedIn users identified as Sustainability Professionals Total budget wasn’t reached due to the relatively small audience size In future ads, we’ll want to broaden audience and run several ads (more than 4) for a longer duration TWITTER PAID PERFORMANCE The same ad was targeted to two audiences over the course of the tournament Improvements: run several ads (5-10) over the same period of time to multiple audiences. Ideally, we would drive traffic to a more robust webpage 33 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
WM SOCIAL MED ORGANIC FACEBOOK149,086 2,871 1.9%ORGANIC REACH ENGAGEMENTS ENGAGEMENT RATE TWITTER308,434 8,280 2.6%IMPRESSIONS + ENGAGEMENTS ENGAGEMENT RATE LINKEDIN670,675 6,450 0.96%IMPRESSIONS ENGAGEMENTS ENGAGEMENT RATE • Don’t overthink it. Seek authenticity • Create a more robust online experience • Better engage with fans on-course during the tournament 342017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
DIA ACTIVATION CONTENT HIGH LEVEL TAKEAWAYS The most popular content on Facebook and Twitter were either fan-related posts or on-course shots that included WM branding The container gifs consistently underperformed. Gifs could potential be engaging content, but fans more and more are not reacting well to graphics Live tweets during WMPO performed the best, in particular those that showed the fan experience and on-course branding High engagement was achieved through Twitter exchanges with fans in attendance Gopher posts did well on Twitter and is something to invest in next year Graphical posts, such as WMPO Facts, underperformed Unlike other channels, still images performed below average While graphical content was not shared on LinkedIn, infographics consistently do well and will be something to consider for 2018 Posts featuring leadership performed best, as well as topical content, such as an Environmental Policy story that was released after the Forum 35 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
TRIM LIVETIP OF THE DAY TIP OF THE DAYSTAY FOCUSED. AVOID THE HAZARDS.Empty your bottles Food and liquids are realand cans before bogeys for recycling.recycling them. Charley Hoffman PGA Tour® Champion GolferSean FoleyProfessional Golf InstructorRECYCLE LIKE A PRO HERE AND AT HOME. RECYCLE LIKE A PRO HERE A #greenestshow #© 2017 WM Intellectual Property Holdings, LLC © 2017 WM Intellectual Property Holdings, LLC
MARKETING Created a bridge connecting “Learn It Here, Live It Everywhere” to the idea that Zero Waste is an achievement of operational excellence—and nobody else can do it. Messages entertained, educated and empowered day-to-day businesses and the general audience across a multitude of communication channels.AND AT HOME. • Marketing is going to continue to look for opportunities to increase exposure of the tournament outside of the#greenestshow week of the tournament and outside of the Phoenix area—we want to get our message out. Many people we have spoken to (including our focus groups in the millennial research) have no idea that we are accomplishing zero waste at this event • Opportunity to evaluate whether we move to a different message than zero waste • Continue to push for more national media coverage • Expand coverage in trade and green publications 37 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
TOURNAMENT MEDIA COVERAGE HIGH-LEVEL TAKEAWAYSGreen Gopher: Huge hit with media. Showed Operational Excellence Messaging: The Zeroup everywhere in media segments—ESPN, Golf Waste, operational/sustainability excellenceChannel, CBS as well as every local Phoenix station. message well received as stories appeared on Forbes.com, Morning Drive, Waste Dive, MichaelNational Media: Made a real push this year with Collins Show on Sirius XM, the Phoenix Businesssuccess. The Waste Management Challenge took Journal and on local TV and radio news.place before the Pro-Am, included Jim Fish, RickieFowler, Bo Jackson, Michael Phelps. Covered by Green Out Day: Increased promotion led to aGolf Channel and aired on Morning Drive. higher percentage of tournament goers wearing green.Local Media: Every local station aired multiplerecycling/compost stories throughout tournamentweek.COVERAGE BY GEOGRAPHIY 49 50 COUNTRIES STATES REPRESENTED 7,126 US ARTICLES 15.5% INTERNATIONAL NUMBER OF STORIES 527 2,207 6,013 PRINT BROADCAST ONLINE FROM 938 PROGRAMSFROM 180 UNIQUE SOURCES FROM 1,191 UNIQUE OUTLETS 382017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
55 HOURS BROADCASTING REPORT 1.5 NATIONAL WMPO coverage on RATING Golf Channel and NBC 69 MINUTES for Saturday’s CBS telecast 28.4 MM on average, viewers tuned-in a 7% increase from 2016 to WMPO coverage viewers that tuned-in to Golf 368TOTALChannel and/or NBC's coverage 6% increase over 2016 promotional units WMPO up 7% from 2016 28.4 HOURS received of exposure in total, viewers tuned in to the WMPO consistent with 2016 392017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
TOURNAMENT MEDIA COVERAGE SOCIAL MEDIA OVERVIEW57,101 TOTAL POSTS660M 97% 111 IMPRESSIONS COUNTRIESUP OVER 250M FROM 2016 POSITIVE SENTIMENT UP FROM 96 IN 2016 UP 2% FROM LAST YEAR 402017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
SOCIAL MEDIA POSTS 412017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
TOURNAMENT MEDIA COVERAGE PGA TOUR SOCIAL MEDIA STATISTICS3.9M SOCIAL MEDIA FANS ON TOUR PLATFORMS 42% UP YEAR-OVER-YEARTOTAL SOCIAL ENGAGEMENTS1.39 M 62% Highest engagements of all tournament weeks in 2017 to datetotal engagements year-over-year For some background, in 2016, the first tournament to surpass 1M social media engagements was The MastersINSTAGRAM Top content included: 22 K AT WMPO • Rickie Fowler tee shot on 16—37.4k ENGAGEMENTS943 K engagements (9th highest engagements of all time) engagements • Air Jordan golf shoes —31.6k engagements • WMPO 16 photo at night —22k engagements 42 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
FACEBOOK Top content included: 21.7 K AT WMPO • Rickie Fowler tee on shot on 16 —56.8k ENGAGEMENTS356 K engagements 5.5 K engagements • Matsuyama’s winning putt—21.7k engagements ENGAGEMENTS • Air Jordan golf shoes link—20.8k engagements/ 13k link clicks TWITTER Top content included: AT WMPO • #1) Rickie Fowler tee shot on 16—5.5k engagements103 K (16th highest engagements of all time) engagements • #2) Rickie Fowler tee shot on 16 —3.7k engagements A few other notable content pieces: • Spieth tries to speak Japanese, Luke Donald handing out Cubs gear at 16 (which was retweeted by @Cubs), this “When you see it…” photo, emoji stadium PGATOUR.COM TRAFFIC REPORT 808,328 VIEWS 3,529,880 LEADERBOARDTOURNAMENT WEEK PAGE VIEWS (400K less than 2016) 43 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
TOURNAMENT MEDIA COVERAGEGOLF CHANNELHIGHLIGHTS SOCIAL/SECOND SCREEN HIGHLIGHTSImproved Digital Experience 418• Created custom WM branded experience within Golfchannel.com TOTAL POSTS• Redesigned landing page on wm.com—drove to this page 15.8M from golfchannel.com IMPRESSIONSImproved In-Content Golf Channel Vignettes• Added a second camera and full production crew to produce more professional, well-thought out vignettes that really spoke more to WM’s message as a whole, not just a recycling “how-to”“Lessons with the Pros” theme well-received• This theme was successfully implemented throughout all PGA TOUR and Golf Channel deliverables145 TWEETS 4 5.9M IMPRESSIONS 30 POSTS 4 4.5M IMPRESSIONS 14 POSTS 4 2.8M IMPRESSIONS INSTAGRAM STORIES (ON-SITE) 49 SNAPSHOTS 4 2.5M VIEWS 180 SNAPS 4 144K VIEWS 44 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
MORNING DRIVE 20%Ç 33%Ç HOUSEHOLD IMPRESSIONS RATINGS IN MEN 35-64 VS 2016 VS 2016#TC Dur Median HH HH M25-54 M25-54 M35-64 M35-64 M35+ M35+ Age Rtg Imps Rtg Imps Rtg Imps Rtg Imps24 1320 60.1 0.04 49 0.02 13 0.04 21 0.05 37 2017 vs. 2016 nc +20% nc -7% +33% +17% +25% +16% CLICK HERE for full Golf Channel Recap 45 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
VIP CUSTOMER EXP 462017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
PERIENCE PROGRAM 47 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
SUN 1/29 MON 1/30 TUES 1 MONDAY PRACT PRO-AMPROGRAM ELEMENTS WM HOST, PC WM HOST, PC AND WM H AND STAFF STAFF ARRIVALS AMD N SCHEDULE OF EVENTS ARRIVALS ARRIVA TOURNAMENT FUNCTIONS ARRIVALS OPERATIONS PGATW DEPARTURES WM FUNCTIONS LUNCHOEON CLASS AND PC SHOW KICK-OFF MONDAY PRO-AM CONTE PARTY AT THE PARTY FAIRMONT THUND THEME 482017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
1/31 WED 2/1 TH 2/2 FRI 2/3 SAT 2/4 SUN 2/5 TICE ROUND ANNEXUS TOURNAMENT TOURNAMENT TOURNAMENT TOURNAMENT PRO-AM ROUND 1 ROUND 2 ROUND 3 FINAL ROUNDHOST, PRO-AM NO PRO-AM NO PRO-AM NO PRO-AM ARRIVALS ALS ARRIVALS WA GOLF WM HOST AND WM HOST AND WM HOST, WM HOST, PC, SIC, OPERATION PRO-AM DEPARTURES PRO-AM DEPARTURES PRO-AM AND PRO-AM ANDWER, PUTTING NO PRO-AM NO PRO-AM EST, DRAW DEPARTURES DEPARTURESY AND DERBIRDS ANNEXUS PRO-AM, SUSTAINABILITY FORUM, WM GOLF OUTING WM GREEN WMPO CHECK E PARTY SHOT AT GLORY, LIVE AND ON LOCATION AND VIP BIRDS NEST OUT AND BIRDS PRESENTATION POKER & BULL DINNER AND BIRDS CONCERT NEST CONCERT AND SUPER BOWL DINNER EVENT NEST CONCERT PARTY AND BIRDS NEST CONCERT 49 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
“I CANNOT TELL YOU HOW APPRECIATIVE MY WM CUSTOMERS WERE.THEY WERE BLOWN AWAY WITH WM'S HOSPITALITY AND THE LEVEL OF EFFORT AND DETAIL THAT WENT IN TO PLANNING SUCH AN EVENT. IT IS A HUGE EVENT YET IT IS SO PERSONALIZED AT THE SAME TIME.” ~CHRIS DESANTIS, AREA VP, WM OF NE & UNY 50 2017 WASTE MANAGEMENT PHOENIX OPEN | TOURNAMENT REPORT
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