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The Road to Education. Empowerment. Opportunity. Change.
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THE ROAD TO:EDUCATION. EMPOWERMENT. OPPORTUNITY. CHANGE
Table of Contents
3. Program Objectives4. More than a Race Team5. Driving Business6. Innovative Motorsports Marketing7. NASCAR Fueling Dreams Tour8. Customizable Tour Elements9. Potential Rights and Assets10. Community Outreach Tour11. Target Markets12. Confirmed 2011 Tour Event Dates13. Show Car/Driver Appearances14. Social Media Strategy15. Media Coverage16. Changing Lanes on BET17. NASCAR Drive for Diversity18. Revolution Racing: The Challenge19. Revolution Racing: The Solution20. Technology Training Center21. Current Partners and Programs22. 2011 Driver Lineup23. 2010Season Highlights24. Contact Information
Program Objectives
Revolution Racing provides a powerful platform to help reach a variety of business objectives
• Develop advertising and marketing campaigns that represent the diversity of the communities is serves
• Drive traffic/business at local retail locations
• Activate at retail locations
• Communicate with passionate consumers/deliver brand message
• Create B2B partnerships• Develop retail vendor
programs• Sell Sponsor Services and
Products
3
More than a Race Team
Revolution Racing tells the sponsor’s brand message to a diverse group of consumers through a marketing platform backed by the power of NASCAR and communicated through a multi-dimensional combination of:
At-track Branding and Activation
Off-Track Branding and Activation
Diversity Initiatives Community
Outreach Tour Broadcast Media –
Changing Lanes on BET
Social Media Experiential
Marketing/Data Capture/Sampling
4
Driving Business
Revolution Racing On-Track Competing with 10 Race Teams
Changing Lanes on BET Product Placement & Integration
The Technology Center Product & Service Showcase
RR Social Media Program Promote Brand & Sponsor
Programs & Initiatives NASCAR’s Fueling Dreams
Tour Presented by Revolution Racing
Leverage RR Partnerships in B2B Relationships
Retail Activation Vendor Programs
5
Innovative Motorsports Marketing
Outreach Your brand will be exposed
through on-site special events to more than 1 million diverse consumers
Consumer Marketing Branded network television
programming Impactful social media
campaigns Mobile marketing displays Interactive engagement via
iRacing
NASCAR Branded NASCAR teams
competing in more than 100 races annually in front of more than 75,000 fans
Outreach
NASCAR
Consumer
Marketing
6
NASCAR’s Fueling Dreams Tour
NASCAR’s Fueling Dreams Tour Goals:• Integrate sponsors’ brands with
Revolution Racing’s significant and diverse audience
• Database acquisition• Showcase sponsor products and services
Exposure & Branding Elements Interactive Fan Experience
iRacing Simulators Pit Crew Participation
Sponsor Displays Product Demonstrations Sampling
Revolution Racing Display NASCAR History
Wendell Scott Display
Mobile Pit Tour Transporter Branding Pit Box Branding
Consumer Date Capture Through: iRacing Simulator Challenge Registration Pit Stop Challenge Registration Opportunities for Sweepstakes
Registration for: Trip to the 2012 Daytona 500 Three honorary K&N Pro Series pit crew
experiences One iRacing Simulator package
7
Customizable Tour Elements 8
Revolution Racing Potential Rights and Assets
Primary Sponsorship Rights Naming rights to NASCAR Fueling Dreams
TourIntellectual Property Rights Right to use Revolution Racing logo and
marks in Advertising and PromotionRace Branding Full Season Primary (12 races) on K&N Series
race car in brand colors and logo Driver firesuit in brand colors and logo Crew firesuit and at-track crew uniforms in
brand colors and logo Sponsor branding on NASCAR K&N Pro
Series race transporter Sponsor branding on pit equipment Additional Sponsor Associate branding on
Revolution Racing team cars (10 teams)Marketing Assets Driver appearances at- and off-track Crew and team member appearances Team executive appearances Access to Revolution Racing Facility for
meetings and promotions Branding and access to RR Technology
Center
Community Outreach and Fueling Dreams Tour Sponsor Product Showcase/Display Sponsor Branding on Tour Hauler (Four
Primary Sponsors) Sponsor Branding on Show Car (Four
Primary Sponsors) Sponsor Branding on iRacing Simulators
(Four Primary Sponsors) Sponsor logo on Fan Credential Holder Data Collection and Database Opportunities to distribute promotional
items and coupons
Media Assets Social Media presenting sponsor and
integration of sponsor products Sponsor branding and links on all
Revolution Racing web and social media sites
Dedication public relations outline and plan
9
Community Outreach Tour
NASCAR and Revolution Racing know that reaching a new and diverse audience will require connecting at grassroots level.
Revolution Racing will reach out to diverse communities through NASCAR’s Fueling Dream’s Tour Presented by Revolution Racing being conducted throughout 2011 and geared to reach more than 500,000 diverse consumers at more than 20 events including:
CIAA (Charlotte, N.C. Essence Festival (New Orleans) Calle Ocho (Miami) Public High Schools Historically Black Colleges and Universities
(HBCUs)
10
Target Markets
NASCAR’s Fueling Dreams Tour will visit these major and local NASCAR Racing Events to further expand the reach of sponsors of Revolution Racing
NASCAR Sprint Cup Series Events Daytona International Speedway Darlington Raceway Richmond International Speedway Martinsville Speedway Michigan International Speedway Chicagoland Speedway Kansas International Speedway Talladega Superspeedway Homestead-Miami Speedway
NASCAR Whelen All-American Series Hickory Motor Speedway – 7 events Tri-County Motor Speedway – 7 events Greenville Pickens Speedway – 7 events
NASCAR K&N Pro Series Greenville Pickens Speedway South Boston Speedway Richmond International Raceway Iowa Speedway Bowman Gray Stadium Gresham Motorsports Park Langley Speedway New Hampshire Motor Speedway Columbus Motor Speedway Greenville Pickens Speedway New Hampshire Motor Speedway Dover International Speedway
11
Event Market Event DateNASCAR Sprint Cup Daytona, FL February 20, 2011
CIAA Basketball Tournament Charlotte, NC February 28, 2011
Calle Ocho Miami, FL March 13, 2011
K&N Series (RR Primary) Greenville, SC March 26, 2011
NASCAR Sprint Cup Dallas, TX April 9, 2011
K&N Series South Boston, VA April 16, 2011
NASCAR Sprint Cup Richmond, VA April 30, 2011
Cinco De Mayo Charlotte, NC May 1, 2011
MLB Civil Rights Game Atlanta, GA May 21, 2011
NASCAR All Star Charlotte May 21, 2011
K&N Series Gresham, GA June 11, 2011
Essence New Orleans, LA July 1, 2011
NASCAR Sprint Cup Sparta, KY July 9, 2011
K&N Series Columbus, OH July 23, 2011
NASCAR Sprint Cup Indianapolis, IN July 31, 2011
NASCAR Sprint Cup Atlanta, GA September 4, 2011
NASCAR Sprint Cup Richmond, VA September 10, 2011
NASCAR Sprint Cup Dover, DE October 2, 2011
NASCAR Sprint Cup Charlotte, NC October 15, 2011
NASCAR Sprint Cup Miami, FL November 20, 2011
Confirmed 2011 Tour Schedule 12
Show Car/Driver Appearances
The Revolution Racing Show Car Will Travel With NASCAR’S Fueling Dreams Tour And Will Also Be Available For Sponsor’s: Retail Locations Trade Shows Corporate Functions Races or Other Sporting
Events
Other Elements Can Be Included With Show Car Appearances Including: One or More Revolution
Racing Drivers iRacing Simulators Product
Displays/Demonstrations Sampling Data Capture
13
Social Media Strategy
While the national population of African-Americans is 13%, 25% of all social media users are African-American. Indeed, African-Americans are the heaviest percentage of users of social media followed by Hispanics, Asians and Caucasians.
Revolution Racing will engage the African-American and Hispanic communities and other millennials through extensive grassroots, social media strategies and outlets
For example: Each Revolution Racing driver will
make multiple “contacts” (Facebook updates, Twitter tweets, etc.) for sponsor-branded integration per week
Each Revolution Racing driver will record and upload videos to YouTube weekly
Presenting sponsor on all electronic media assets and messaging (web sites, e-blast, etc.)
Promotional offers will be integrated on all social/electronic media platforms for the sponsor
14
Changing Lanes on BET
The competition and selection process that produced Revolution Racing’s 2010 roster of drivers was the subject of a reality television program on the BET network. Changing Lanes was an eight-episode one-hour competition series that chronicled NASCAR’s search for the next female or minority driving sensation.
Produced by NASCAR Media Group in partnership with Max Siegel, and narrated by rap star Ludacris, Changing Lanes captures the physical, emotional and psychological demands the competitors faced day to day, and educates viewers about America’s second most popular sport. It also unabashedly explores the issue of race and diversity with NASCAR.
16
NASCAR Drive for Diversity
Diversity is NASCAR’s No. 1 corporate initiative NASCAR strives to help
grow its overall fan base by developing more female and minority fans
NASCAR knows the sport needs drivers that these fans can relate to and cheer for to gain their interest
Revolution Racing is NASCAR’s vehicle to develop these drivers and grow its fan base
17
REVOLUTION RACING: The Challenge
Until recently, if you were born female, Hispanic or African-American, it as virtually impossible to even consider a career as a top NASCAR driver
Revolution Racing: The Solution
Now, Revolution Racing exists to make the path to NASCAR not only a possibility, but a reality for a group of talented young female and minority race car drivers
Revolution Racing is the competition arm of NASCAR’s Drive for Diversity program, currently running 10 race teams in the NASCAR K&N Pro Series and the NASCAR Whelen All-American Series, as well as a youth racing development program.
The drivers are talented young up-and-coming minority and female drivers from all over the United States, chosen from hundreds of applicants in a combine-style tryout camp in an effort to find the next female or minority racing sensation.
Revolution Racing provides its drivers and team members the equipment, coaching, mentoring and development needed to progress through the NASCAR ranks.
The ultimate goal is a berth in the NASCAR Sprint Cup Series for one or more of these drivers and the attendant exposure and fan interest they will draw for the sport.
You can be a part of the Revolution by helping to change the face of NASCAR Racing
19
Technology Center
Virtual Seat time.The Revolution Racing Technology Center is an academy style driver training and education facility equipped iRacing simulators allowing the drivers to log thousands of “virtual” laps and accelerate their development.
20
Current Partners and Programs
Revolution Racing works diligently to connect with other team partners in an effort to develop new business relationships, sales opportunities and cross-promotional and marketing activities
Revolution Racing’s drivers and management can work to leverage other Revolution Racing Partnerships Build B2B
Relationships Cross-Market Cross-Promote.
21
2011 Driver Lineup
Bryan Ortiz
Mackena Bell
Darrell Wallace Jr
Michael CherryJorge Arteaga
Jessica Brunelli
Trey Gibson
Tayla Orleans
Ryan Gifford
Not pictured: Sergio Pena, Dallas Montes, Juan Carlo Bloom
22
2010 Season Highlights
Year One.• March 27, 2010 Revolution Racing
driver Darrell Wallace, Jr. became the youngest and first African-American to win in NASCAR K&N Pro Series history;
• On June 5, 2010 Revolution Racing driver Ryan Gifford became the first African-American driver in NASCAR K&N Pro Series history to qualify on the pole;
• June 11, 2010 Michael Cherry became the first African-American to win at Tri-County Speedway (Hudson, N.C.);
• July 2, 2010 Megan Reitenour became the first female driver to win at Tri-County Speedway (Hudson, N.C.).
• July 30, 2010 Darrell Wallace Jr. won his second NASCAR K&N Pro Series East race at Lee (N.H.) USA Speedway.
• Sept. 24, 2010 Darrell Wallace Jr. become the youngest and first African-American to capture Sunoco Rookie of the Year honors finishing third in season points.
23
Contact:
Revolution Racing163 Rolling Hill RoadMooresville, NC 28117(704) 247-8500
Revolutionracing.net
Max Siegel, CEO & [email protected]
John Story, President & [email protected]
(704) 202-9256 (mobile)
24