PPIHC digital marketing strategy by BrookeIsaak.com

Digital Marketing Strategy

Erik Donovan, Henrik Fjerdingen, Brooke Isaak, Monica Lucas, Eric Lowe, Shannon McDermott, and Lukas Turchetta

Table of Contents Executive Summary………………………………………………………………………………….………………………………..2 Marketing Goals………………………………………………………………………………………………………………………..2 Introduction…..………………………………………………………………………………………………………………………….3 Four Pillars of Marketing…………………………………………………………..…………..…………………………………..5 Personas…………………………………………..………………..………………………………………………………………….….7 Marketing Foundations…………………………………………..……..………………..………………………………………..8 Website…………………………………………..………………..………………………………………………………………………9 Email Marketing…………………………..………………..……………………………………………………………….…….…10 Social Media Platforms…………………………..………………..……………………………………………….……….……13 Facebook……………….…………………..………………..……………………………………………….…….….……13 Instagram……………….…………………..………………..……………………………………………….……….……17 Twitter……………….…………………..………………..……………………………………………….……..…….……19 Snapchat……………….…………………..………………..………………………………………….…….……….……20 YouTube……………….…………………..………………..………………………………………………….……….……21 Mobile Marketing Foundations……………….…………………..……………………………………..…….……….……23 Mobile Audit……………….…………..………………..……………………………………….………….……….……23 Mobile Goals……………….…………..………………..………………………………………….……….……….……23 Mobile App……………….…………..………………..………………………………………….………….……….……24 Mobile Web……………….…………..………………..………………………………..………………….……….……25 Beacons……………….…………..………………..………………………………………………………….……….……26 Event Timeline……………….………………..………………..……………………………………………..……….……….……27 Before Fan Fest……………….…………..………………..……………………………………………….……….……27 During Fan Fest……………….…………..………………..……………………..……………………….……….……29 After Fan Fest/Before Race……………….…………..……………………………………………….……….……26 During Race……………….…………..………………..…………………………………………………….……….……31 After Race……………….…………..………………..……………………………………………………….……….……33 User Experience……………….…………..…………..……………………………………………………………………….……35 Conclusion……………….…………..………………..……………………………………………………………..….……….……36

Executive Summary Our Digital Marketing Strategy strives to launch the Pikes Peak International Hill Climb into the next century. We outline macro and micro level recommendations for your online, social, and mobile presence. We identify the three most important items to implement this year, including streamlined website, Facebook advertising, and an engagement strategy that builds long, meaningful relationships with race fans.

Marketing Goals ● Engage the Online Community ○ Success Metrics: ■ One user posting on page or commenting at least two times per week throughout the year, and more so during the event. ■ Users share content regularly. ■ Receive positive feedback from attendees and respond quickly (within two days) to negative comments. ■ Interact with racers, races, or sponsors not directly connected with PPIHC at least one time per month. ● Increase Followers ○ Success Metrics: ■ 10 - 15 percent of Fan Fest attendees like or follow a social media account ■ Secure one new sponsor after this year’s race and/or increase financial commitment from existing sponsors ■ Acquire geographically diverse followers ● Increase Revenue ○ Success Metrics: ■ 15 - 25 percent revenue increase ● Increase Participation ○ Fan Fest attendance increase 15 percent ○ participation on application and social media sites ● Increase Viewers ○ Success Metrics: ■ User generated content from watch parties on social channels ■ Highlight bars where they will show the race ■ Better transportation on the mountain with carpools (average at least three people per car) and shuttles 2

Introduction The Pikes Peak International Hill Climb (PPIHC) is a historic race that unites diverse fans from across the globe. The pre-race party, Fan Fest, stimulates the Colorado Springâ&#x20AC;&#x2122;s economy and provides an environment in which everyone can have a great time. PPIHCâ&#x20AC;&#x2122;s biggest problem is they have no problem. The events are well recognized, received, and executed. However, PPIHC can leverage social, mobile, and web tools, to increase community engagement, revenue, reach, and participation. PPIHC is a social company, positioned to become a leader in the race community through social, mobile and web platforms. PPIHC does not invest significant resources in digital media, not necessarily understanding the return on investment. Digital marketing strategy encompasses social, mobile, and web. A digital marketing strategy is important for PPIHC because you can create an unparalleled user experience for race fans all over the world. To do so, we recommend designing a user interface that is both visually enticing and user friendly. Digital marketing will allow you to understand where your users come from, and how they interact with your online presence. Please refer to the following touch point map. Currently, PPIHC has a strong digital presence through their website and email newsletter, but it is rather outdated. We want to see PPIHC make analytical driven decisions to improve digital marketing. To provide users with a modern, streamlined experience, PPIHCâ&#x20AC;&#x2122;s digital brand needs a facelift. To accomplish these goals, we recommend PPIHC enhances the website with a few of our suggestions. The organization must adopt a new, socially based advertising strategy to accomplish the broader marketing goals.

Social media is an important marketing tool for four reasons. First, social is the fastest way to reach new fans and strengthen the existing community. Second, implementing best practices for social will make PPIHC more transparent and solidify their brand. Third, social does not have to be expensive, and it includes fans who are not able to attend the race. Fourth, social solidifies PPIHC in the mind of the fans for the whole year, especially fans who do not live in Colorado and cannot glimpse beautiful Pikes Peak everyday. The organization has a decent presence on social media due to the recognition and popularity of the iconic race. PPIHC’s Facebook is their strongest channel with almost 86,000 fans. Our goal is to help PPIHC build off their Facebook’s success and engage through other social platforms. We want fans to authentically engage with PPIHC on social, and we want PPIHC to reciprocate engagement. We strive to establish PPIHC as a leader in the rally rae community, serving as a trusted source for race information all over the world. By accomplishing these goals, we predict potential sponsors will increasingly approach PPIHC with partnership opportunities. More sponsorship requests will not only increase PPIHC’s revenue, but also allow you to be selective when deciding whom you will work with. To incorporate social media into your business model we recommend budgeting two hours per week for one employee to post and respond to users throughout the year. For regular social maintenance we recommend utilizing a social media management tool, such as Hootsuite. This allows you to schedule posts in advance, so you do not have to worry about updating your sites every day. The most important time of the year to engage is summer: before, during, and after Fan Fest and the race. Therefore, we recommend having a team of social media interns work for the summer. The summer months are a great time to hire interns. We recommend targeting Colorado colleges to advertise. Post internship applications in March, so you can make sure you hire a great crew for the event. During the race fans, photographers, and videographers capture beautiful content. Save some shots to post not only during the event, but also throughout the year. We will outline more specifically how social media can help you achieve your goals in the following sections. A mobile marketing strategy complements both your digital and social media plans. It is important to have a strong mobile strategy because in this day and age people practically live on their phones. Additionally, fans will be on their phones at PPIHC’s two signature events, Fan Fest and the Hill Climb. It is important to understand this shift in user behavior to successfully add value to your fan’s life. Currently, PPIHC’s main mobile presence is through social media. The website is not optimized for mobile. We hope, with our guidelines, PPIHC develops and application to supplement fan’s experience at your two events. PPIHC has the means and

creativity to become a connected, engaged leader in mobile technology. We recommend PPIHC develop an app that improves the event and social experience for your fans.

Four Pillars of Marketing Findable As options become more available, and people must choose in an ever-connected world, it is important the PPIHC is findable online. PPIHC is findable, with most Google searches coming in the summer months from users in Colorado. To engage fans from different parts of the world all year long, we recommend you feature racers from around the world and interacts with other rally race events. In spring 2016 a search engine marketing team will delve deeper into what PPIHC must do to be findable online. A strong social presence is a great place to start. Recommendable To be recommendable PPIHC must create an authentic brand experience that adds value to a user’s life. Currently. On PPIHC’s social media the users post reviews, add pictures with hashtags, and share stories. PPIHC posts fairly often as well. The problem is, users are only engaging with PPIHC on Facebook, and it was difficult to find a response from PPIHC to the user. Facebook is PPIHC’s strongest platform with nearly 86,000 likes. Looking over the reviews there are many negative comments from fans, and positive comments from fans and racers. PPIHC should start a dialogue with users so bad reviews do not tarnish the brand. Consistency and authenticity on all of PPIHC’s social platforms will generate brand loyalty. Transparent In an environment where users can easily find and recommend PPIHC, you must earn user’s trust and protect your brand reputation through dialogue. To increase transparency, we recommend taking the time to interact with users and address concerns. This year PPIHC will face a lot of backlash from race fans in regard to their decision to outlaw certain types of motorcycles. Before, during, and after the race PPIHC should respond to user’s concerns and explain the rationale. Prepare a strategy for how you are going to address questions and handle negative comments. An authentic message will reassure race fans. Additionally, we recommend taking some time before the race to honor those who have died racing and wish racers a safe trip this year. Every business has problems, tactically and gracefully addressing issues will help PPIHC reach your goals. 5

Collaborative Collaboration adds a level of authenticity companies cannot attain on their own. PPIHC can save money, empower fans, and bolster brand awareness by effectively incorporating user-generated content into their digital strategy. PPIHC is positioned to collaborate in a unique way. The PPIHC features worldrenowned racers driving incredible cars up one of the most beautiful mountains in America. Additionally, PPIHC works with great sponsors. Piggybacking on sponsor’s, racer’s, and car’s social throughout the year will save PPIHC time and money while increasing followers. Before, during, and after the race PPIHC should host competitions to encourage fans to share their experiences. Diverse racers from a variety of backgrounds come to Pikes Peak every year to be a part of something great. Share the racer’s experiences with a “Car with Character” social media campaign featuring the car and sharing the driver’s story. The driver with the highest engagement on social can win a “fan favorite” award. To further increase collaboration, we recommend engaging with the broader rally race fan base. There are a number of places PPIHC is mentioned online, such as Sports Car Club of America, Auto Week, Auto Blog, Top Speed, Hot Rod, and Revolution. PPIHC should respond to these companies engagement to expand their followers and be a major player in the community.

Marketing Personas Tom O’Toole “I hope my grandkids understand how all of this started.” Tom is a 75-year-old man with a wife of 40 years, a son (Tom Jr.) and two young grandchildren. They live in Highlands Ranch, Denver at their retirement home, but are living comfortably with a hefty retirement fund from Tom’s auto sales career. Tom’s dad raced for years in the PPIHC and even though he never won, Tom remembers the excitement of his late father after every year’s race. He remembers the “good ‘ole days” when the track was all dirt and people would stand in the middle of the road to get a photo of their favorite driver. He loves the old black and white pictures of the race and feels deeply connected to everyone at the race because they are his family – in a way. Tom isn’t very tech savvy but he has a computer and printer and understands how to go through an e-commerce transaction. Kyle Frederickson “I had the closest seat to the track, where were you?” Kyle is 25 years old and has poured all of his new job’s paycheck on his Nissan GTR. Kyle’s new job pays him $75k annually - enough to afford a nice apartment in Grand Junction, Colorado. He spends his free time either driving or in car clubs talking about driving. He respects the history of the race but feels more connected to the roar of the engines than he does the people at the event. Kyle represents the next generation of gear heads that lives in their laptops as much as they do under the hood of their car. Kyle is always connected to his iPhone and loves bragging to his friends about the last car show he attended.

Maria Mijales “I love that my kids are outside and that they are so passionate about something.” Maria is a 42year-old mom with three kids. She doesn’t know much about cars – she knows she drives a Hyundai and it might have 6 cylinders, but her kids (2 boys and a girl) are in love with racing. The Mijales family makes $90k yearly and lives in Tuscon, Arizona. Each year they go on a road trip to explore somewhere new in the United States. Her husband is a habitual tinkerer and got the kids interested in how things work, and now they love working on their dirt bikes together and racing in Castle Rock. Maria is looking for a way to connect with her family and is more interested in the social positives of various events and is always looking to “make a day of it.”

Marketing Foundations Target Audience: who you’re talking to. ● Who? Users! o Subject matter experts o Race car drivers o Media professionals o Talk show hosts o Local PPIHC Fans o National and International Rally Fans ● Where? Social Venues! o Fan Fest o Viewing Parties o Bars o Pikes Peak Social Objects: what you’re talking about. ● The experience of the race ○ Watching it live ○ Watching it on TV (Bars, home…) ● The experience of FanFest ○ The experience of talking to the drivers ○ For kids vs. for grownups ● The behind the scenes experience. (Check-in day one) ○ Car tuning ○ Trial runs

Social Capital: How you’re adding value. ● Share the experience with PPIHC fans ● Introduce race to rally enthusiasts ● Race and car sponsors, give them great exposure ● Highlight historic brands (ex. Goodyear and Firestone). Show loyalty. ● Feature local shops and dealerships that are getting ready for the event ● Feature restaurants and local hotels (Broadmoor) to accommodate fans and racers ● Engage with influencers who love WRC + PPIHC Main themes: who you are. ● History ● Family ● Tradition ● Adrenaline

Website

After a thorough analysis of the current Pikes Peak International Hill Climb homepage, we found the homepage has several areas that PPIHC could enhance to improve the customer experience. We ultimately scored the website as an 88/100 which speaks to the tech/car like design achieved by the current page. The majority of our complaints and suggestions fall under the category of organization, and less on the track of design. We have three main suggestions that would make the homepage a more effective site for customers. 9

1. Move the buying tickets link above the fold (to the top of the page) ● Currently, the tab to buy tickets is hidden half way down the page in a sea of what seems to be advertisements. This is an extremely ineffective place to put such an important part of the webpage. Our team suggests moving this link to the very top of the page, so when people click onto PPIHC.com they do not have to fish around to find ticket sales. We feel this simple move will drastically boost conversion numbers from online purchases. 2. Changing the Title ● The current title is a simple logo at the top left of the homepage. Our team suggests you make the logo stand out more, and incorporate the “100th annual” race. By making the title pop, and giving it some context with the history subtitle, we feel people will be sure to spend more time on the site, watching the awesome video or buying tickets. 3. Reformatting the information below the video ● Our team noted the video and tabs at the top of the page look great, but we suggest the information below the page speak more to the history and atmosphere of the event. Currently, there are a bunch of poorly formatted outdated links to past stories. ● We suggest PPHC replace the links with general information about the event, and even a timeline of the historical benchmarks of the spectacle. By making these three changes to the homepage, PPIHC can increase the conversion rate, and drive larger amounts of traffic. We believe the two main goals of the site are to educate people about the event, and to sell tickets. Thus, we feel these two notions should be at the forefront of the homepage.

Email Marketing: Sometimes, emails are considered a necessary evil for companies. Although the technology is relatively new, all things considered, society is blasted with so many emails every day that marketers often consider them to be a lost cause. That is where the Broadmoor Pikes Peak International Hill Climb can stand out. We recommend taking advantage of the large group of loyal Hill Climb followers, as well as its connections with local business and the Colorado Springs Sports Corporation when building an email campaign.

Modern, authentic email marketing will help drive the goal of increased race day ticket sales and also a larger crowd during for the Fan Fest. With that in mind, it is important to make sure emails are still conversational, and have relevant information. The average person sends and receives over 200 emails per day (http://www.radicati.com/wp/wpcontent/uploads/2014/01/Email-Statistics-Report-2014-2018 -Executive-Summary.pdf) and most of these are very transactional. Most of the time companies send emails that amount to “Here’s a product, give me money for it.” The Hill Climb can create engaging content that runs in the same vein as their social media. There is an opportunity to include social media updates in emails as a type of newsletter and also to promote interaction with the race over those social channels. With more engaging content, people are more likely to open, read, and click through your emails. In the examples below, we embedded a social media link to the Hill Climb Facebook page, and included snippets of history and general information. On a desktop, the first RSVP or More Information buttons appear above the fold and appear in the Hill Climb’s eye-catching red color. The links send the user to the Fan Fest page of the website to provide people with all of the site’s information on that event, or on the tickets page to drive race day sales. We recommend PPIHC sends emails every two weeks before the event, starting two months before the first day of Fan Fest. The first to be sent out is the Fan Fest email. As a free event, there will be more interaction and engagement since money won’t be an issue. This also paves the way for the race day ticketing email. The first email will provide information on who is the most likely to click through to the site, as well as allow the team to remove any bad or bounced emails from the list. At a cost of $1.25 for every 1,000 sends (http://blog.capterra.com/mailchimp-vs-constantcontact) email is a cost effective way to reach a large number of people, especially with the connections to other companies with email lists around the Colorado area. As a supplement to the rest of the marketing strategy, email can also evolve from these fairly transactional emails to monthly newsletters to keep Hill Climb fans engaged with the brand. This is a year-round tactic that can be implemented with very little investment, and has the possibility of a huge reward.

Social Media Platforms Facebook Facebook is a great platform to promote PPIHC, especially by incorporating events into your post schedule. Facebook is the channel where PPIHC has the most followers with almost 86,000 likes. Posts are at a rate of one post per 2 days. PPIHC created events for the race the last few years, and they had very low engagement. Events have around 700-1000 attending. To create more engagement PPIHC will have to direct users from the main Facebook page to event page where you can more directly reach fans and create a community surrounding Fanfest and the race. ● Facebook Audit o 85,889 Likes o 6,602 checked in o 4.6 of 5 stars with 2,425 reviews o Regular posts (everyday, or every few days) o Medium engagement levels ▪ 100-1,000 likes per post ▪ 10-50 shares ▪ 0-10 comments PPIHC already has 86000 followers and these should be used to promote events and your other channels. You want to have a site that the fans want to interact with and that will attract new fans to the competition. It should be the first place for fans that are not local to find information and content about the race. Using facebook to engage the PPIHC online community: ● One user posting on page or commenting at least two times per week throughout the year, and more so during the event. ● Users share content regularly. ● Receive positive feedback from attendees and respond quickly (within two days) to negative comments. ● Use the PPIHC facebook site to promote your other social media. ● Interact with racers, races, or sponsors not directly connected with PPIHC at least one time per month. To create more engagement PPIHC will have to direct users from the main Facebook page to event page where you can more directly reach fans and create a community surrounding Fanfest and the race. During Fan Fest and the race, the events should promote vendors and 13

activities that are present. The PPIHC facebook site should promote content posted by fans to increase engagement. We recommend that PPIHC create separate events for the Fan Fest and the race. (Don't create separate pages! This will make sure fans are not scattered.) The main page should promote these events before they takes place. This is a good place for you to use contests to drive engagement by the fans. The timing for events and post are found in the timeline. Facebook is currently PPIHC’s best way to reach the highest number of their fans, and should therefore be active all year round, with weekly posts as a minimum. Best practices: ● Create events for Fanfest and the PPIHC ● Reward engaged users with free merchandise ● Post regularly throughout the year, min 2 posts per week. ● Respond to all comments ● Encourage user generated content ● Promote other PPIHC social channels ● Use facebook to grow ● Facebook campaign with instagram contest ● Post youtube videos To create more engagement PPIHC will have to direct users from the main Facebook page to event page where you can more directly reach fans and create a community surrounding Fan Fest and the race. Facebook Advertising: The Broadmoor Pikes Peak International Hill Climb already has a powerful social presence. With over 86,000 people who like the Facebook Page, and over 84,000 just talking about the event, there is a huge market to tap into. One of the biggest benefits of having this social presence is brand recognition and an authority on the event that makes the brand more trustworthy. However, this presence isn’t enough to give your marketing efforts the reach that it needs. The average organic Facebook post is only seen by about 2% of your followers (https://contently.com/strategist/2015/05/07/why-paying-for-social-is-better-than-doingsocial/). This means that for the 86,000 people following the Hill Climb, only 1,700 of them will even glance at the post. That combined with the very best click through rate of 5%, means that

of your 86,000 total followers, only about 85 of them will click the post and find their way onto the site. These numbers shouldn’t turn your strategy away from Facebook though, it should reshape the way you think about the social media platform. Facebook has their own, native ads platform that is fairly straightforward, and has an incredibly powerful targeting feature. Most of their power comes from the fact that users freely tell Facebook everything about themselves, which give us the power to target not just your followers, but people who behave similarly on Facebook and also people who are interested in the auto racing. This immense targeting power also helps to keep costs down, as there is no wasted effort and money spent on reaching people outside of your target audience. The final bonus to Facebook advertising is their ownership of Instagram. When creating an ad in Facebook, it is literally just one more check box to click to start serving your ads over both platforms. Here is an example of the power of Facebook’s ad platform targeting: ● Location-Based targeting: Just Facebook Users in the state of Colorado ○ These are the most likely people to attend the race ● Age-Based Targeting: 18-65+ ○ This includes everyone from high school and college motor heads, to their parents and grandparents that remember the event as it used to be. ● Interest-Based Targeting: Automobiles, Electric Vehicles, Motorcycles and Trucks ○ These individuals have shown through their interactions with Facebook that they have interests in these areas, which makes them perfect candidates to target with advertising and boosted articles about the race. ● Total Budget: $500 ○ In order for the advertising campaign to stay relevant, we recommend a 50 day campaign. This will make sure that the campaign is reaching its peak at the time of the event, instead of turning stale due to a long lead-in time to race day. ○ To keep costs low, $10 a day is the minimum we would recommend. This still will have your ads and posts reaching up to 17,000 individuals, all of whom are specifically targeted and have the absolute best chance of clicking on your ads. Over the life of the campaign, this small spend will reach close to 900,000 people. If we assume the same 5% clickthrough rate, 45,000 people will land on your site through the life of the campaign. Compare the 900,000 total users that can be reached with a highly targeted audience using Facebook’s ad manager, and compare that to the average of 100 Facebook likes that the page was earning organically. This small investment in highly targeted campaigns can boost interest in the Broadmoor Pikes Peak Hill Climb overnight.

We recommend using Facebookâ&#x20AC;&#x2122;s Carousel advertisements. They are 3-paned photo-based ads that have the highest clckthrough rates, and allow for multiple different images to be used within the same ad creative. Here is an example of how you can engage both the older and younger generation with the same advertisement:

Instagram

Instagram is a visual platform that PPIHC can use to grow their fan base. PPIHC should use Instagram to interact with their fans before, after, and during the event. Instagram also allows the PPIHC team to feature content created by fans and racers. The PPIHC official Instagram name is @PPIHC1916, We recommend PPIHC try to get the PPIHC username back. This will make it easier for fans to find PPIHC, and it will establish brand continuity across all social platforms. When it comes to followers PPIHC has a decent following of 3,171 people, but their posts have very low engagement. About 35,000 people come to Fan Fest and the hill climb every year. Therefore, you should find a way to engage with fans on a visual level. Something as simple as a photo contest during the event would bring more traffic to the Instagram page and generate more fan-based content. We also recommend PPIHC interacts with other racers and racing companies on Instagram, this will keep PPIHC on their radar and strengthen relationships within the industry. We recommend PPIHC stimulates and maintains customer interest and conversation surrounding their pictures by interacting with customers more. Conversing with users make the PPIHC community more inclusive to all fans. 17

Instagram Audit ● Instagram o 98 Posts ▪ Most liked photo = 117 ▪ Least liked photo = 10 o 3,168 Followers ▪ With this amount of followers the likes should be closer to 300-500 per photo ▪ No engagement with pictures o 163 Following ▪ Should follow fans that are car enthusiasts ▪ Should be following redbull Increase engagement: ● Should have better captions explaining the pictures (focus on history & story) ● PPIHC is only tagged in 10 pictures, with the number of people that attend each year PPIHC should be tagged in way more ● Need to develop their own hashtag and make it known, and stay consistent ● Every post needs to have some “call to action” or something to discuss/comment on Best Practices ● Create a photo contest for people attending the FanFest and the hill climb ● Make sure hashtags and tags are used in photographs ● Create connections and build exposure in the industry by tagging, commenting, and congratulating fellow racers and companies ○ Ex: what Mexico avocados did in their Super Bowl social campaign (See Campaign Here) ● Reply to comments on photos, interact with fans and make them feel welcome ● Create engaging posts that tell stories or ask questions, try to get the audience’s attention ● Make sure pictures are high-quality and reflect the essence of the race and experience

Twitter

PPIHC has a relatively strong Twitter influence (based on number of followers), but low user engagement. PPIHC follows many of the big racers, brands, and influencers. PPIHC regularly posts Facebook links to their Twitter account, while occasionally linking your social media sites is a great idea, Twitter is a different platform and should generally be treated differently. ● Twitter Audit: ○ Handle: @PPIHC ○ 3,545 Followers ○ Following 628 ○ 4,059 Tweets ○ Daily Post Frequency ○ Low engagement levels Twitter is the channel through which PPIHC can develop their brand, connect with the rally race community, and provide fans with reliable, real-time support on race day. The Twitter channel goals align with our overall goals to increase revenue through sponsorships while collaborating with the racing community.

To increase brand awareness we recommend engaging with other rally races throughout the year. Engaging with other rally races demonstrates PPIHC is a leader in the community. It shows they are committed to the sport beyond their own race. To engage with the broader racing community, we recommend PPIHC retweets influencer's posts. Retweeting is an easy way to engage in the community and encourage users to engage more with your content. To increase engagement, we recommend following and connecting with the individuals who like or share your posts. In addition to major influencers, connect with locals who you can engage and network with year round. In regard to customer service, @PPIHC_Alerts 2014 did not gain traction with users. We recommend providing customer service on race day through the @PPIHC twitter feed, with a customized hashtag. This feed is more developed with over 3,500 followers already. Best Practices ● Use hashtags strategically ● Follow Colorado locals ● Follow race influencers from around the world ● Engage in the community by retweeting, liking, and following Snapchat

Snapchat is one of the largest social apps with more than 100 million daily active users and 400 million views per day. 60 % of the users fall into the 18-34 “millennials”. PPIHC has not used Snapchat up until this point. ● Snapchat Audit ○ No user at this point We recommend PPIHC use Snapchat at the same time as the advertising schedule starts on Facebook and Instagram. This is the time period where PPIHC should have a minimum of 50100 sec of content posted. When the events are happening this should increase to 150-200 sec. In addition to posting to the PPIHC user, all stories should be posted on the local story during Fan Fest and race day. This will support the goal of increasing engagement by the fans. Since “Live Story” global advertising is at this time $ 100,000. We recommend the use of free engagement during the advertising schedule. You can fund a “Live Story though sponsor advertising. This alternative would be for race day specifically. ● Recommendable ○ Should be use in high frequency during Fan Fest and on Race day. 150-200 sec. ● Best Practices ○ Post minimum daily during advertising period ○ Use filters ○ Show “behind the scenes” ○ Have drivers post on story ○ Always post to local story YouTube YouTube is a massive digital marketplace in which people all over the world engage. It is a social media site that, if used effectively, can really help a business. There are a few tips on how to use YouTube to maximize value. When uploading a video, it is important to link it to your other social media accounts. PPIHC has a very successful Facebook page, so their YouTube videos will get several more views when linked to that profile. It is crucial to know who your target audience is and the various groups within that target audience so you can engage appropriately. For PPIHC, users come from the United States and abroad. It would be smart for them to feature some videos geared towards people who live here, but also people who live outside of the country. You could also publish content for people that are more interested in the motorcycle portion, and then cars as well, which includes hybrid, electric, and traditional

cars that may be racing. The next tip for YouTube success is engaging regularly. This means posting videos and uploading content throughout the year. Another thing to remember is branding your content and videos in title, tags, and descriptions. Social Media Audit: YouTube o 1,524 Subscribers o 64 Videos o 4 Playlists o 657, 137 views ▪ Most views 256,631 ▪ Least views 45 o About: “This year marks the 90th running of the ‘Race to the Clouds’” ▪ Not updated o Discussion: 1 negative comment from 2 years ago o Channels: Following 2 Channels ▪ Revvolution.com ▪ GTChannel Best Practices ● Link your video to other social media accounts (Facebook, Twitter) ● Wide range of content to engage multiple consumer personalities (cars, hybrid/electric cars, motorcycles, domestic fans, international fans) ● Engagement on an ongoing basis/ upload regularly ● Storytelling of racers leading up to the race ● #tbts from old races ● Brand your content and videos ● Comment and engage with other races’ Youtube channels ● Make sure site can be found on top when searching PPIHC, change name or keywords ● Make one big high quality video Pinterest We do not recommend Pinterest for PPIHC. 70 percent of Pinterest users are women. While we understand women are a significant constituency in your target audience, we do not think Pinterest is the best way to target them. We recommend focusing on your Facebook to engage with women. 22

Mobile Marketing Foundations Mobile Audit ● No mobile presence except for social media ● Website is not mobile friendly, the site is significantly harder to navigate on mobile than on web. Pictures and links do not scale correctly and overall result in a bad mobile customer experience. ● No native mobile app of any kind Mobile Goals Make ticket sale process more customer friendly ● Success Metrics: ○ Optimize mobile web for ticket sales, make ticket sales easy on app ○ Have ticket purchase on website converted to mobile friendly, make it closer to the landing page or on landing page close to/during the event ○ Have beacon ping notifications drive traffic directly to ticket sales mobile site/app Create a better customer experience throughout the event ● Success Metrics: ○ App ○ Use beacons to make customers more aware of restrooms, promotions, raffles, and event times ○ The mobile app can have their homepage be specific to the event and event information so people do not have to go searching for information on mobile site, the mobile site will also have a download link for the app Foster a closer community amongst PPIHC attendees ● Success Metrics: ○ App ○ Mobile web can have pictures of event and allow people to watch new videos of the PPIHC on their way home from the event

PPIHC Mobile Application

Before Fan Fest and the official race day, users will be encouraged to preemptively download the app via buzz generated on Facebook and Instagram. In the weeks leading up to Fan Fest the frequency of posts including a link to the app store download page will steadily increase. Additionally at registration booths and various entrances to Fan Fest, attendees will receive PPIHC fliers/business cards including a QR code that users can scan on their mobile devices for easy download. The app will support both Apple iOs and Android devices and consideration must be made to ensure that the app can support a large quantity of users and user generated content. Content Moderation must also be performed to ensure that user generated content does not include explicit or mature posts. During Fan Fest and the race itself is when the mobile app is most effective at connect users and keeping them informed. App features include Facebook profile sync capabilities, an interactive map of Fan Fest, photo sharing with Facebook and other app users, and an online store for race tickets, apparel, merchandise and Fan Fest raffles. A primary experiential function of the app is the interactive map which attendees of Fan Fest will be able to use to view nearby vendors and events. Additionally the app’s capability to sync with Facebook allows easy photo posting on both the app’s profile page and the user’s Facebook account. Anticipated car 24

showings like the Yellow Devil and photo opportunities with them will include QR codes that attendees can scan to automatically have their professional picture sent to their appâ&#x20AC;&#x2122;s profile. These features overlap with social media usage on mobile devices and appeal to attendees/customers who wish to share their experience of Fan Fest and the PPIHC race in real time with maximum ease. Attendees who have been invested in the PPIHC tradition for many years will especially utilize the social features of the app that allow users to directly communicate with friends and sync schedules. Ultimately usage of the app is intended to promote greater interaction between users. After the PPIHC event the app will be evaluated and reviewed by its users. This will allow PPIHC to create improvements to the app for next yearâ&#x20AC;&#x2122;s race. App Monetization Monetization strategies for the PPIHC mobile app should focus on in-app purchases through race ticket sales and an online store with race merchandise (apparel, souvenirs,local promotions, live-updated raffles etc). The process of purchasing tickets for the race will be build into the user experience of profile customization and the app will recommend the the most appropriate ticket package for each customer. Development of the mobile app itself would ideally be paid for through sponsorship, however while the app primarily hosts location services, mapping and payment services that are relatively easy to host locally. The bottom line is because the app will most frequently be used during Fan Fest and the race itself, the initial download simply must be free. App usage is encouraged for all attendees of Fan Fest and the sight of a 99c purchase would likely scare away the majority of users. Mobile Web Before the PPIHC and Fan Fest the website should be made mobile friendly. A mobile friendly site will allow people to easily buy tickets on the go. Therefore it will generate a potential revenue increase for PPIHC. One out of three mobile searches are location based, and this is why a mobile site is very important. In order to find out the best landing page for before the event PPIHC needs to run analytics to see where the traffic is heaviest prior to the event. This way the mobile website will embody an intuitive interface. This is important because it will make the customers experience significantly better, and could result in more ticket sales because of a mobile-friendly checkout system. PPIHC should also advertise their app on their mobile site leading up to the race, it will increase downloads and allow fans to follow the PPIHC on the app and attendees get prepared for the event. During the event the mobile site should be very easy to navigate for attendees. Once again PPIHC should run analytics to see where most of their web traffic is during the event. After they

do this, they should place the page with the most traffic as part of their landing page. This way the customer’s mobile experience will be more efficient. During the event it will be extremely important to advertise the app on the homepage. This way more people can download it to keep up with the event. Also the native app will be more mobile friendly, this will lead to a higher customer satisfaction when it comes to looking up more event information. After the event pictures and aftermovies of the event should be posted. This way people who attended can look back and review their experience. Another good idea is to advertise the merchandise on the main page. This way PPIHC can clear out of the leftover gear from the hill climb. Overall the key to a higher mobile web success rate is to use analytics to make sure the traffic-heavy sections of the website are featured first. Beacons Prior to the PPIHC beacons can be used to notify more people around Colorado about the event. The PPIHC is not known very well locally. Beacons are bluetooth devices that can ‘ping’ a smart phone in a specific location to send an advertisement, discount, or other form of awareness tool. In order for these push notifications to be sent the potential customer simply has to have their bluetooth on. For example, if the PPIHC would like to target more motorbike fans for the Fan Fest event they could place beacons in motorcycle shops. For example, the PPIHC team can place beacons in a storefront like Fay Myers motors 2 weeks prior to the race. This beacon will then send a notification to each person to enter the Fay Myers shop notifying them of the PPIHC and the Fan Fest. Potentially this could result in more ticket sales and app downloads. During the event beacons can be use to keep attendees updated and informed. In this case the beacons can send push notifications through the App and through phones with a bluetooth connection. For example, if a race is about to start in 20 minutes the beacon can remind someone whom is walking by a refreshment stand to grab food and a drink before the event. Same can be done for the PPIHC merchandise. If a customer walks by the merchandise booth and they are pinged with a notification that gives them 10% of a shirt they will be more inclined to purchase apparel. This will increase event purchases, and make the experience easier and more interactive with the customer. After the event there is not as many marketing uses for the beacons. However, the beacons can then be converted to help out with the museum. As a fan walks past each exhibit they can be pinged with information about each race, car, trophy, winner, ect. This way the investment on the beacons will not be lost, and will serve a purpose all year round.

Event Timeline For PPIHC, the events are the brand experience, thus should be created with fans and shared globally.

Before Fan Fest

May 1 - June 24 ● Facebook ○ For PPIHC on facebook this is when the events are created on the page as well as a countdown until the events start. This is where the post frequency should increase from the two post per week. This is also the time to start promoting contests to further grow your other social media channels. ● Instagram ○ Instagram is the main focus for Fan Fest and should in this time be used to start promoting vendors at fanfest. You want to get people excited about fanfest and to know that they can #hashtag their content before fanfest to the PPHIC instagram. This supports the goal of increased engagement from the fans, by having them post and tag their own photos. ● Twitter ○ Twitter should in the time before fanfest be used to follow; influencers, locals, retweets with custom messages as well as original tweets. You want to use the time before the events to build up a voice and get attention to the PPIHC twitter. ● Snapchat ○ Create PPIHC Snapchat profile and start to generate followers and awareness. ● YouTube ○ Before the event PPIHC should follow influencers, comment on videos, as well as posting video highlights from the year before. The response on comments shows that there is actually someone “home” and this will support the goal of increased engagement. ● Mobile App ○ Before Fan Fest PPIHC should encourage users to preemptively download the app via buzz generated on Facebook and Instagram. In the weeks leading up to Fan Fest the frequency of posts including a link to the app store download page will steadily increase.

During Fan Fest: One intern monitoring all day, two on the scene and monitoring:

● Facebook ○ Facebook should be used to engage with fans through the events that have been created. The events should be used to promote vendors and happenings. They should also further promote the other PPIHC social media platforms to support the goal of increased engagement and followers on the other platforms. ● Instagram ○ Fan Fest is all about instagram, this is the perfect time for fans to engage by posting their own pictures and getting featured. This will help to support the goal of growing the other social medias. ● Twitter ○ During Fan Fest twitter should be used to live tweet throughout the day. This should be a portal for information where fans can ask to get quick answers. ● Snapchat ○ Have 3 filters released for Fan Fest ○ Promote PPIHC snapchat account and generate followers by having large scannable profile ghost for visitors to scan ○ Post around 150-200 sec of content throughout the day ● YouTube ○ During Fan Fest content should be gathered from users as well as interns for later to be made into videos for next event. ● Mobile App ○ Encourage attendees to download the app at registration tables and entrances by distributing cards with info and QR codes ○ Ensure live content updates on the interactive map, twitter/instagram feeds and Losy my Buddy forums. ○ Moderate user generated content for explicit or mature posts

After Fan Fest/Before Race June 25th ● Facebook o Right before the race, facebook should be used to promote user generated content from fanfest. This is takes place within the event for the race itselves. Further promoting fans and supporting the goal of increased online engagement. ● Instagram o This is a time to feature some of the racers to get the fans more invested in the drivers. Here you should use drivers and their stories to increase engagement from the fans. ● Twitter o This is the perfect time to connect with all the drivers and retweet what they are saying. This time should also be used to promote customer service so that people feel they get answers to their questions quickly. ● Snapchat o Post videos and pictures of “Behind the scenes”. Include fans and drivers. 150200 sec per day. ● YouTube

o Post a video from Fan Fest, to bring the fans along for the main race. This will get the fans more pumped up for the race. ● Mobile App o Push notification reminders to users who purchased race tickets through the app. Notifications will include links to mobile web with additional race info and camping reservation info if necessary During Race: One intern monitoring all day, two on the scene and monitoring

June 26th ● Facebook o During the race the site and events should be used to post pictures from fans as well as posting pictures from cars finishing the race. This lets the fans that are not able to be up on the mountain to feel like they are apart of the event. This will drive more fans to the PPIHC facebook page as well as increasing engagement. ● Instagram o Instagram should here be used for fans to hashtag their pictures so they will show up on the PPIHC instagram. You can create separate hashtags for the different viewing areas to create even more of a local fanpoint. ● Twitter

o During the race twitter should be used to quickly answer and questions from fans. It should also be used to give live updates and highlights from the race. Follow every fan that follows you. ● Snapchat o Local story with multiple filters to choose from: historic facts, graphic designs ets. Live story is viewable by anyone in the Colorado area. You should also include many snaps from drivers themselves. Make it personal and experiential. Play on the aspect of family and connect mobile users to the drivers. Post 150200 sec minimum. This would also be the time to use paid “Live Story” global advertising if sponsors can pay it for. ● YouTube o During the event content should be gathered to use in videos posted after the event. This will support the goal of keeping engagement throughout the year. ● Mobile App o During the race mobile app users should be able to use the interactive map to find seating, get an aerial view of the track and view individual race results o Continue content moderation of user generated content

After Race June 26- July 11 - rest of year ● Facebook o After the race there should be created a collage of winners of the race as well as fan photos. This should be posted on main page, and linking into events to get those who are not on the main page to “like”. This time should also be used to create enough content to fill the post schedule for the rest of the year. o Instagram should feature best pictures of the day that fans have posted. The best photos will give free admission next year. This will drive the fans engagement by providing an incentive to participate. ● Twitter o Twitter should be used to thank fans that have been active individually, to share feedback from fans, sponsors and racers. ● Snapchat o The PPIHC Snapchat profile should be used throughout the year to keep customers aware and interested in the event. For example a Snapchat tour of their museum, the Broadmoor, and Pikes Peak. The great part about snapchat is that most users will not remove users that are not highly active. The users can be re engaged again for next year's race. ● YouTube o Youtube should be used to put out highlight videos from the race, and videos thanking the fans. It should also show a winner/award ceremony for the race, so the fans that could not be there gets to share the moment. This will support the goal of keeping engagement throughout the year. ● Mobile App o After the events efforts to encourage users to participate in sharing photos and moments within the app should instead be focused towards social media platforms. o Content moderation should continue for up to 3 months after the race o Review analytics to understand user tendencies and measure engagement. Review findings and reassess the app for next year.

User Experience When all of these strategies are combined into one cohesive brand image and identity, a better user experience is inherently created. Where user interface covers that interactions between a user and a mobile application or a website, user experience goes beyond the physical and also encompasses the emotional bond that is created when a customer truly connects with a brand they love. A website or mobile app can be incredibly efficient, very easy to use and easy on the eye, but if they are stripped of their emotional connection the customer will walk away unsatisfied. There are no recommendations that apply only to user experience; rather, user experience is the culmination of our marketing plan. The best course of action for improving user experience is this: whenever a decision is made to put a piece of marketing material into public hands, collateral is being drafted for a business meeting, or when typing a Facebook post, ask yourself â&#x20AC;&#x153;Does this fit with the rest of our brand?â&#x20AC;? and â&#x20AC;&#x153;How will this make the Every time that a customer comes in contact with the Broadmoor Pikes Peak International Hill Climb, they should walk away with the same feeling. Some of this is simple graphic design choices: always using the same fonts, colors and logos across every channel. Other areas that also need to be considered are the language and terminology that is used across for the brand. The Broadmoor Pikes Peak International Hill Climb has already proved that it has a loyal following, as shown by the 86,000 Facebook fans. But currently the brand is disjointed and messages do not match across different marketing channels. When all of these recommendations come together, the user experience will improve thanks to the unified messaging and imagery across each and every channel.

Conclusion To conclude, we want to highlight the most important, feasible parts of our plan. We recommend PPIHC works to implement the website redesign and Facebook advertising as soon as possible. Additionally we believe PPIHC should bolster their social presence, creating an engaging, authentic dialogue with fans through all channels. Incorporating our recommendations into your website redesign will improve ticket sales, drive traffic to and from social, and create a positive mobile experience for your fans. Facebook advertising is a costeffective, highly rewarding strategy that is relatively easy to implement. Finally, increasing your social presence, humanizes the PPIHC brand and creates an experience in which people from all over the world can engage. Social presence means showing your true personality, one that fits with the race culture and connects with fans. Be yourself! To accompany your personality, it is important to post relevant content about Fan Fest and the PPIHC, as well as similar content from other events that the community can engage with throughout the year. We recommend responding to comments on your pages, both positive and negative, and engaging with the larger community by retweeting and sharing posts from similar events throughout the year. You cannot ask your fans to love you only one time per year. You must build a relationship with people to launch PPIHC into the next millennium.