Steven A. Cox Charity Classic

The annual Cox Classic—named for Steve Cox, an inspirational colleague who died of cancer in 1991 at the age of 32—was once one of the largest single-day amateur charity golf tournaments in America. The Classic has been featured in the Met Golfer, Golf Digest, and Golf World magazines. In 2003, the Cox Classic was named one of the “top 40 events in the United States” by Event Marketer magazine and, in 2005, the event was recognized with a Bill Veeck Sports Sponsorship Award for Cause-Related Marketing from the John Cook School of Business at Saint Louis University.

What began in 1990 with two foursomes raising $2,800 for an ailing friend is now one of the longest running charity golf events on the East Coast. The Classic brings together family and friends of the tournament’s namesake, as well as a range of corporate sponsors. The event has raised more than $6 million over its history and has enjoyed title sponsorship associations with AT&T, North Fork Bank, and MPG. The Classic’s current beneficiaries are St. Jude Children’s Research Hospital and LPGA Pros in the Fight to Eradicate Breast Cancer.

As the chairman of the Steven A. Cox Foundation and tournament director for the Classic, eventis managing partner Mike Marion has been the driving force behind the event’s evolution and growth since its inception.

For more information, please visit www.coxcharityclassic.com.

The Cox Classic has been a promotional machine over the years. What follows are selected samples and their respective roles in supporting the event…

USA Today Wrap

What is it?
A customized piece of content tailored to the Cox Classic, featured articles, interviews and photos chronicling the event’s history, the charities it supports, key milestones, and the day’s schedule of activities.

How was it used?
Distributed to all arriving guests as they drove up to registration at the Cox Classic, the wrap was inserted over that morning’s USA Today creating the effect of an authentic edition of the “Nation’s Newspaper” devoted entirely to the Cox Classic.

Impact?
In addition to creating buzz the morning of the event, the wrap also provided “shelf-life” value as a source of information about the event.

see an enlarged view of the Wrap

Cox Classic Advertising

What is it?
Both radio PSAs, print messaging and outdoor advertising were designed to generate interest in the event and provide access for additional information and sponsorship registration.

How was it used?
The messaging was placed in any donated media, including New York area radio stations, as well as local, regional, and national editions of magazines and newspapers, and on select New Jersey billboards.

Impact?
The advertising helped grow awareness for the Cox Classic while reinforcing positive brand perceptions.

Cox Classic Event Collateral

What is it?
From the Souvenir Book to the Reception Agenda, from the Prepaid Cards to the Corporate Sponsor Awards, these event touch points are distributed to guests and VIPs at various points in the event marketing cycle.

How was it used?
Each its own element in the “surround” communications strategy, the pieces collectively reinforced the 15th Anniversary “friends” theme.

Impact?
Each piece enhanced the perception of quality associated with the event, as well as the power of “friends” to help those most in need.

Website & Online Registration

What is it?
Instant access to all the latest information on the Cox Classic, including the history of the event, profiles of the charities, photo highlights of last year's Classic, foursome photos that can be emailed from the site as postcards, and 24 x 7 sponsorship registration.

How was it used?
As the single most reliable source of information on the event, www.coxcharityclassic.com has literally become the year-round home of
the Classic. Inquiries about the event were channeled through the site and all sponsorships were purchased online. In addition, the site
houses critical data on all of the event participants.

Impact?
The site has made communicating about the event and the associated sponsorship options more efficient and instantaneous. It has become the event's storefront and repository -- just a click away -- for all things "Cox Classic".

"Friends of Steve" Video

What is it?
The story of the event told with music, video images and stills, and narrated by the key principals involved in the Classic.

How was it used?
Shown at the evening reception, the video provides an emotional connection between attendees and the tournament’s namesake and the charity beneficiaries.

Impact?
Nothing drives home the reasons for this annual gathering better than the “Friends of Steve” video. The charities come to life in this profile, and even those guests who never knew Steve walk away as a new
“friend of Steve.”

Other Support Media

What is it?
Few things create as much buzz at an event then the appearance of a big name or hot celebrity. Unfortunately, not all VIPs have the time or flexibility to appear in person. Thanks to some very simple tools, you can capture the presence of a celebrity—at their convenience—and make them part of your event.

How was it used?
When Donald Trump generously donated a special gift for the live auction at the ’04 Cox Classic—but couldn’t present it in person—a video team was sent to Trump Towers. When Joe Piscopo was asked to play the role of the “starter” for the tournament—but couldn’t fulfill the role in person—audio tape proved to be the next best thing to being there!

Impact?
Both elements created the desired effect: a special and memorable moment made possible through the creative use of support media. Though Mr. Trump and Mr. Piscopo didn’t appear in person, their presence was definitely felt!