PGA TOUR Taps Oden to Build Brand Approval System
(Memphis, Tenn.) — Oden is building an automated system for the PGA TOUR to process and approve co-branded marketing materials. Powered by Oden’s dataFox(TM) technology platform, the system streamlines current procedures for submitting and reviewing signage, collateral, and other items used during tournaments. Once complete, it will run via an automated Web portal and database that features data aggregation and various reporting functions. The initiative officially got underway this week, with a targeted launch scheduled for later this summer.
Based in Ponte Vedra Beach, Fla., the corporate arm of the TOUR sanctions and manages more than 40 professional golf tournaments annually. Each tournament produces a wide variety of co-branded elements that must meet specifications and adhere to brand guidelines to ensure consistency across all contact points. The new platform will replace the current manual process.
“The beauty of the new system is that it will increase efficiency, reduce cost, and improve the user experience all at once,” says Tina Lazarini Niclosi, Oden Principal and Executive Vice President. “The TOUR’s marketing team can easily run reports and consolidate information to enhance and accelerate the entire process.”
The venture presents a unique opportunity for Oden to combine two areas of expertise and apply them in the sports marketing arena. Brand stewardship is one of the firm’s core competencies, particularly as it relates to managing third-party use of brand assets. And for the past decade, Oden has focused on using technology to help make clients’ marketing programs more efficient.
“Few channels present as many brand challenges as pro-level sports marketing and sponsorships, and we are excited about helping the TOUR improve.” says Niclosi. “Program effectiveness often stems from process simplification. That’s exactly what this new system will provide.”
About Oden. Recognized for its expertise in brand development, communication, and stewardship, Oden is a leading business-to-business marketing communications firm dedicated to making the complex simple. Based in Memphis, Tenn., Oden has more than 38 years of experience providing marketing and creative solutions to a wide range of clients from FORTUNE 100 companies to mid-size, privately held businesses. For more information, visit oden.com.