24
THE ROAD TO: EDUCATION. EMPOWERMENT. OPPORTUNITY. CHANGE

Revolution Racing

Embed Size (px)

DESCRIPTION

The Road to Education. Empowerment. Opportunity. Change.

Citation preview

Page 1: Revolution Racing

THE ROAD TO:EDUCATION. EMPOWERMENT. OPPORTUNITY. CHANGE

Page 2: Revolution Racing

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

Page 3: Revolution Racing

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

Page 4: Revolution Racing

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

Page 5: Revolution Racing

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

Page 6: Revolution Racing

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

Page 7: Revolution Racing

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

Page 8: Revolution Racing

Customizable Tour Elements 8

Page 9: Revolution Racing

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

Page 10: Revolution Racing

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

Page 11: Revolution Racing

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

Page 12: Revolution Racing

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

Page 13: Revolution Racing

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

Page 14: Revolution Racing

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

Page 15: Revolution Racing
Page 16: Revolution Racing

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

Page 17: Revolution Racing

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

Page 18: Revolution Racing

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

Page 19: Revolution Racing

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

Page 20: Revolution Racing

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

Page 21: Revolution Racing

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

Page 22: Revolution Racing

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

Page 23: Revolution Racing

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

Page 24: Revolution Racing

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