Inexpensive coroplast signs were created and placed in strategic locations: parking lot, near golf carts and near the registration table.

A simple form requesting name and mobile number.

A draw prize was offered as an incentive to check-in via the QR code.

When they submitted the form, they were re-directed to the Mobile Event Portal.

The result?  Much faster and easier for participants + no waiting in line to check-in = a better player experience.  For the organizers:  no long line-ups at the registration tables.  Keep in mind that there are over 200 people trying to check-in in a short 30-minute time span.

The portal is SMS/Pro’s ActionPanel, which provides a simple interface for people to navigate directly to pertinent event-specific information.

In prior years during check-in, people are asking the same questions:

• “What hole are we starting on?”
• “Where do I find my cart?”
• “What time is the banquet?”
• “Which tees do we tee off from?”
• “Where do I go for the putting contest?”
• … and so on.

Subsequently, the organizers were repeating the same answers to these questions!

This year, because the Event Portal is dynamically configurable, simple links were provided to the schedule for the day, hole/cart assignments, rules and other information they would find applicable.

Because of the dynamic nature of digital media, changes to schedules, rules, cart assignments etc. could be modified at the very last minute!

Later in the day (again due to the dynamic configuration), we simply changed the order of the options so that it reflected the information they’d require later in the day … so things like the Silent Auction, Social Media, and Sponsors moved to the top of the list.

The sponsor directory is SMS/Pro’s Showcase Directory program. In this case, the directory was a searchable list of companies that had provided sponsorship funds to the charity.

The directory provided easy 1-tap engagement to the sponsor’s websites, telephone, email and social media channels (prior to this, sponsors received recognition via on-course signage, but there wasn’t an easy way for players to engage with them).

New sponsors (and returning sponsors) had an easy and automated way to onboard the business into the sponsor program.

From a sponsor’s perspective, the directory is promoted on the Event Portal and by specific text-message broadcasts that are sent to the participants during the event. It provides added value to the sponsors because participants can recall the directory easily engage with them on their preferred communications & marketing channels.

SMS/Pro’s text broadcast facility allowed the organizers to send out a single message simultaneously to the entire field of golfers. The mobile numbers captured during the check-in process were used for this purpose.

An initial broadcast to the participants was sent soon after the shotgun start, as some players were questioning which tee boxes they should be playing from; this demonstrated the ability to adjust quickly to requests and issues.

After the round was complete, the players were sent another message with a link to the updated Event Portal, along with some highlights of the portal content.

Near the end of the evening (just as the prize presentations were wrapping up, a request for feedback was sent.

Finally, on the Monday following the event, the participants were sent a summary of funds raised and an additional request for feedback.

It’s important to note that, on average, 99% of text messages are read within 3 minutes, and responded to in 5 minutes (compared to email – where, on average, they are read within 24 hours and responded to in 48 hours). Text messaging is best used in situations when information should be read immediately.

Pulse helped the JZ Golf Classic team craft a participant survey that was delivered to them via text message.

The survey was intended to gather feedback to get a sense of how people perceived various aspects of the event, and then analyze information gathered to make adjustments to the event so that the event continues to improve.

Part of the strategy was to only have a few questions so that it wouldn’t take people much time to complete, while still allowing for people that were engaged to provide additional information.

Data was collected and results were automatically summarized.

Prior to this year, perspectives of a few people whose views were largely based on anecdotal evidence were used to contemplate improvements; the perception was that although a survey would be good … it would require too much effort to collect & summarize.

This year, the organizers received empirical data that confirmed positive comments that they received, as well as specific comments from people that wished to provide additional information. Instead of a few people, the survey gave everyone in the event an equal opportunity to provide input.

A key component of any participant engagement program is measurement and analysis to help determine effectiveness and test the impact of various adjustments.

Every digital interaction between participants that flowed through Pulse’s SMS/Pro platform is recorded. The results are summarized in graphs and reports.

Organizers were keen to determine:

• how many people checked-in via the QR code
• which Event Portal options were accessed the most (and least)
    o Rules
    o Schedule
    o Testimonials
    o Charity video
    o Donations
    o Silent Auction
    o etc.
• how many people accessed the Sponsor Directory, and which sponsors were viewed

Answers to these questions were provided through SMS/Pro’s administrative platform.

There were a number of recurring themes relating to Pulse and SMS/Pro’s engagement with the JZ Golf Classic.

NEW EFFICIENCIES were realized for organizers, but it manifested in a faster and easier experience for participants.

The technology initiatives were RELEVANT – virtually everyone has a smartphone and is familiar with text messaging.

It was SIMPLE – there were no new apps to download and a wide demographic uses (and often prefers) text messaging.

The DYNAMIC NATURE of the platform made real-time adjustments possible; changes could be made at the last minute or on-the-fly.

The JZ GOLF CLASSIC BRAND WAS PROMINENT; that’s important because participants SUPPORT AND TRUST JZ Golf.