Family wealth offices takes a unique approach to golf marketing efforts
(PONTE VEDRA BEACH, FL) – The first company to renew as a Founding Partner sponsor for the 2014 Web.com Tour Championship is Ponte Vedra-based Legacy Trust Family Wealth Offices, renewing its commitment with a three year agreement as the Official Family Wealth Management Firm of the Web.com Tour Championship. Earlier this year, they renewed their third year as a sponsor of LPGA and LET player, Amelia Lewis.
As one of the key tournament sponsors, Legacy Trust will be the title sponsor of the Friday night concert, which is open to all ticket holders. The Multi-Family Wealth Office will host 100 of its clients, key prospects and other friends of the firm in a private suite that overlooks the back of the stage and majestic grounds of the TPC Sawgrass. In addition, Legacy Trust will have branding throughout the course, including signage on the first and eighteenth tee boxes, as well as additional hospitality on the eighteenth green each day of the Championship.
Ponte Vedra-based marketing strategy company, MediaShare Consulting Group orchestrated the arrangement with the Web.com Tour and the activation program. Said MediaShare Managing Partner, Mark D. Berman, “Legacy Trust has little in common with the “big box” investment firms and therefore markets itself differently. They don’t run expensive TV campaigns to get their message out. Instead, Legacy Trust markets itself as they run their business. They commit to supporting cultural and sporting events that help its community prosper. The Web.com Tour Championship is a natural fit. They work with their clients for the long haul, and they committed to this event for the long haul.”
He continued, “The elements that the Tour helped us put together with branding, hospitality and concert combine traditional sponsorship methods with unique ways to entertain Legacy’s constituents. Again, unlike the big boxes who simply try to reach as many people as possible through its advertising, Legacy Trust wants to make an impact on a smaller more targeted audience. As Web.com Tour players begin to rise in their careers, Legacy Trust can help them prepare for their futures. The same holds true for PGA TOUR players who are earning bigger pay checks, Champions Tour players who have built some wealth and now have to plan for their kids and grand kids and even TOUR executives who may want a fresh look at what a company like Legacy Trust can do for them.”
Said Legacy Trust CEO and Chairman Kristin McLauchlan, “In being one of only five Founding Partners, and the first to sign on, we are able to get in the ground floor of what is becoming a significant local event with national reach. The most compelling reasons for signing on with the Web.com Tour Championship this year are the same as they have been in the past: the commitment to area charities and giving to local non-profit organizations. One of the things we do is help our client families develop their charitable giving plans, then our philosophy is that we should take a leadership role in the community from a corporate giving perspective. This gives us a chance to talk one-to-one with those people we want to be our clients, whether they are touring pros or friend of our current clients.”
Legacy Trust also sponsors LPGA and Ladies European Tour Player, Amelia Lewis. MediaShare also developed this relationship, citing again Legacy Trust’s commitment to its local community. Said Berman, “Amelia represents the same values as does Legacy Trust. She is a local girl with a big heart. She is an up and comer. She is a gifted player with an incredible dedication to her game and to the “business” of being a professional golfer. Most of Legacy’s clients share similar DNA: they are entrepreneurial, hard working professionals that came about their wealth by working hard and earning it.” Now in her third year on tour, Amelia has had her most successful season and is making her presence felt.
Said McLauchlan, “Amelia is a great case study for us in teaching young people how to manage their wealth. She actually represents for us a second-generation model, where we can help educate the children of our clients in being prepared for how to handle their responsibility. By helping guide Amelia’s interests, we can help prove to our clients’ children who are her age that there are important lessons to learn and responsibilities to master. She helps us tell that story.”
The common thread to the Web.com Tour Championship and sponsoring Amelia Lewis is the themes of “preparation.” Simply, Legacy Trust helps prepare their clients for a strong financial life. To that end, MediaShare has created a series of videos that feature Ms. Lewis talking about preparation on the course and in her financial life. The series, unofficially called, “Victory Loves Preparation,” has six videos. Three golf videos have Amelia discussing pre-shot routine and pre-round preparation as well as a video about her fitness routine. The financial videos show Amelia in the “boardroom” discussing different aspects of financial planning with Legacy Trust relationship managers. Legacy expects to launch the videos at their Web.com Tour Championship client event on September 19 at TPC Sawgrass, and then house them on their website for public viewing (www.legacytrustcompany.com).
Said Berman, “Again, unlike companies who just want their logo plastered on a player’s hat for TV exposure, we took a different approach with Amelia. We have a Legacy Trust logo on her sleeve, but more important to Legacy Trust is the role Amelia plays as a brand ambassador. She helps with relationship building by playing golf with Legacy’s clients, hosts instructional clinics and now the video series, which really help communicate the Legacy Trust brand.” Berman continued, “The ideas are slightly non-traditional, but Legacy, as a Multi-Family Office, is not a traditional wealth management company. They are relationship oriented, not transaction oriented, and being able to work this way with Amelia and the Web.com Tour really showcase that commitment.”
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About Legacy Trust Family Wealth Offices
Legacy Trust Family Wealth Offices of Ponte Vedra Beach, Fla. is a boutique wealth management firm founded “by families, for families,” focusing on generational wealth and family guidance. The largest independent firm of its kind in Florida, Legacy Trust provides discerning families and foundations with an alternative to the standard services offered by institutional bank and brokerages. They can be reached on line at www.legacytrustcompany.com.
About MediaShare Consulting Group, Inc.
Founded in 2009, MediaShare is a boutique marketing strategy company based in Ponte Vedra Beach, Florida. Specializing in helping mid-size companies achieve their marketing and revenue goals, MSCG specializes in sports, events, sponsorship, public relations, rebranding and social media. They are a full service agency also offering media buying and creative services, but focus first on overall marketing strategy. For information, please call 904.686.1918 or visit www.mediashareconsulting.com.
Contact:
Mark D. Berman
September 3, 2014 MediaShare Consulting Group
mberman@mediashareconsulting.com
904.838.4962