Marketing the PGA TOUR to the World: Luncheon

How does the world’s most illustrious golf tour and home to the top golfers in the world reach different audiences? Find out how the PGA Tour manages to diversify its audience and share its brand story. Matt Rapp, Senior VP of the PGA Tour and Executive Director of The Players Championship, will join AAF Jacksonville on Thursday September 15th from 12-1pm at Sun-Ray Cinema.

Matt Rapp is senior vice president with the PGA TOUR, overseeing THE PLAYERS Championship and the Tour Championship.

Rapp has led THE PLAYERS Championship since the conclusion of the 2010 event and has focused on significantly enhancing the fan experience, increasing the event’s charitable impact and reinvigorating its vital connection with the local community. Under his leadership, the event has seen dramatic spikes in all categories, most notably in attendance (up 36 percent) and sponsorship/hospitality revenue (up 81 percent); furthermore, THE PLAYERS has resumed its rightful place as the event of the year in Northeast Florida. It has also become a showcase for the area through increased recognition and promotion in domestic and international telecasts and other media, which is a vital tool in attracting businesses and investors to Florida’s Historic Coast.

Prior to his current roles, Rapp worked in the TOUR’s corporate marketing department for more than five years, focusing on title sponsor sales. He was responsible for more than $500 million in sponsorship agreements with companies that include Crowne Plaza, The Greenbrier, McGladrey, Northern Trust, Norwegian Cruise Lines, the Royal Bank of Canada, Boeing and Regions.

Prior to joining the PGA TOUR, Rapp held several senior executive positions in public relations and communications with the ATP World Tour, the governing body of men’s professional tennis, and Burson-Marsteller, a leading global public relations firm. His first job was working on Capitol Hill with the former assistant majority leader of the U.S. Senate, Wendall H. Ford.

A native of Louisville, Ky., Rapp has lived and worked in many cities throughout the United States and around the world including Chicago, Philadelphia, Washington, D.C., London and Brussels, but he is proud to call Jacksonville his home since 2001. Rapp graduated from the University of Pennsylvania in 1991 where he rowed crew and studied international relations.


Why Your Business Should Consider Snapchat

By John Weidner

Businesses are scared of Snapchat…and it’s easy to understand why.

Any initial brainstorming by a company on how to utilize Snapchat probably includes the frightening thought of executives and business leaders awkwardly balancing marketing their business while spewing a rainbow from their mouth.

However, you can rest assured that most customers don’t want to be tortured by these images either. And there’s a lot more appeal to Snapchat than just watching someone slap crazy graphics over their face.


Snapchat is an image messaging device that was first released as a mobile application in 2011. All content on the platform is created, and lives exclusively on Snapchat. And unlike any other mainstream social network, content disappears 24 hours after it is created.

Any college student will tell you that Snapchat is dominated by millennials. As of 2016, 77% of its 200 million users are between the ages of 18 and 35. With over 6 billion video views per day, Snapchat has seen faster growth in its first five years than Facebook, Twitter, and Instagram.

So although you may not be sending dozens of videos to your friends and family through Snapchat each day, your neighbors, nephews and nieces who are have made it the second most active network behind Facebook.


You may be asking yourself now, “If the main focus of our business on Snapchat isn’t to engage in all of the funny face shenanigans, than what is it?” Well, that really depends on what type of business you are. If it seems that Snapchat might not be a good fit for every business, that’s because it’s true. Unlike Facebook and Twitter, it’s a little bit harder for businesses to figure out how they can best benefit from Snapchat. However, once they locate the right use, the potential for significant impact is very high. Here’s a look at some common business strategies:

  • Geofilters – These allow you place a tag on a certain time, place, temperature and date. Any unique filter that you create can be used by other Snapchaters. The goal here is to create a cool looking image, make it pertinent to the target group at whatever location or variable you chose, and include your branding in the image. For example: imagine a geofilter targeted for the location date and time of next year’s Superbowl. You can target people where they are most likely to receive your message.
  • Vlog – Snapchat is a great medium to show some of the human aspect behind your product. Of course, some of the vampire and unicorn filters are a little too silly for business users.
  • Direct Targeting- VaynerMedia owner and social media star Gary Vaynerchuk raves about Snapchat for the fact that it allows you to have an actual one on one connection with your customers from anywhere in the world on a platform that they use without risking your personal privacy.


Okay, so we’ve given you some basics about Snapchat, but how do I start really applying this to me. Well how does attending a luncheon led by one of the world’s leading Snapchat strategists sound?

In this session, social media strategist Carlos Gil will show you how to get started on Snapchat for business, including strategies for building your following, examples of notable brands using the platform, why re-purposing Snapchat content across other platforms is important and actionable steps for creating micro-content for short form storytelling.

You will walk away from this session with actionable insights which will help gain up to 25% higher engagement per post on Snapchat over other social networks as well as an understanding of converting Snapchat views to website traffic and sales.

So when and where is it?


Thursday, August 18, 2016 from 11:45 AM to 1:00 PM (EDT) – Add to Calendar


Sun-Ray Cinema – 1028 Park St, Jacksonville, FL 32204 – View Map


About John Weidner

Digital Media Specialist
Brooks Rehabilitation

Crafting creative messaging that inspires people…this is what drives John Weidner.

John is a digital marketer based in Jacksonville, FL who specializes in content marketing, social media marketing, and digital content management. He currently works as a member of the marketing department of Jacksonville-based health care provider Brooks Rehabilitation.

In addition to his focus on health care, John also has several years of experience creating content for various local news publications and professional and collegiate sports organizations. John has a Bachelor’s in Communications from the University of North Florida, and is currently pursuing a Master of Business Administration degree with a focus on marketing at UNF.

Master’s Degree in Communication Management to Start Spring 2017

The UNF Department of Communication is now taking applications for its new Master of Science degree in Communication Management. The 36-credit degree is an innovative collaboration in which the department provides the core courses, while students also choose from one of five outside concentrations in business, nonprofit management, public management, leadership, and public health. Student will learn media management, strategy, metrics, economics, and business/communication ethical and legal issues. The degree will help graduates become managers and leaders in communication companies, such as a public relations firms, advertising agencies, news outlets, and production companies. Graduates can also find employment in leadership positions at government agencies, healthcare companies, and businesses that have an in-house public relations department. M.S. in Communication Management graduates will also be prepared for doctoral programs.

To apply:

For details on the curriculum and admission requirements: