Integrated Marketing Campaign Plans Book by Meredith Coleman

ALABAMA 500 PLANS BOOK

EXECUTIVE SUMMARY Our campaign targets a primary audience, ages 20-25, who may be drawn to the Alabama 500 for the party experience or an opportunity to reconnect with college friends. Our secondary audience, ages 50-55, are individuals who might desire to view the race on TV, take their family to Talladega due to the nostalgia of the sport or identify as a gearhead. The proposed campaign period spans from July 1, 2020 to the weekend of the Alabama 500: Oct. 2-4, 2020. Our campaign objectives are to drive ticket sales and viewership by showing our target audiences You Belong Here, at the Alabama 500. Using modern and bold creative components across all platforms and strategies, we will engage our target audiences with unique touchpoints that emphasize the holistic experience of the Alabama 500. The $800,000 budget will be used across an array of strategies that promote the Alabama 500 as an experience for everyone.

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TABLE OF CONTENTS

02 Executive Summary 03 Table of Contents 04 Meet the Crew 06 Situational Analysis 07 What’s The Problem 08 Goals & Objectives 09 Here’s What We Know 11 Secondary Research 14 Primary research 17 Key Insight 18 Conclusion 19 Communication Plan 20 Positioning Statement 21 Big Idea 22 Primary Audience 23 Secondary Audience 24 Creative Strategy 24 Media Strategy 25 You Belong Here 30 Meet Me At ‘Dega 36 MiLB 43 The Road Trip 52 Seat Geek 60 Social Media Competition 63 Budget, Timeline & Media Schedule 68 Evaluation 70 References 73 Appendix LAP #03

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MEET THE CREW Josh Hylton Research Director

Emily Greco CEO

Anna-Autrey Campbell Media Director

Shake & Bake is an integrated marketing communications microagency dedicated to crafting quality touchpoints for brands to connect and grow unique, authentic relationships with their consumers.

Meredith Coleman Creative Director

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Casey Bennett Media

Peyton Hammond Creative

Cecilia Hand Media

Savannah Hill Creative

Amelia Kuehn Research/Media

Megan Lee Media

Diaymon Lewis Media

Jamie Massey Media

Walker Sullivan Media LAP #05

SITUATIONAL ANALYSIS

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WHATâ&#x20AC;&#x2122;S THE PROBLEM Letâ&#x20AC;&#x2122;s rip the bandage off.

People are just not interested in NASCAR and would not go out their way to attend the Alabama 500.

We devised a campaign centered around shared community experiences proving that there is not just one type of NASCAR fan or just one way to experience a race.

The Alabama 500 is an experience for everyone. You Belong Here.

Rather, people are looking for experiences to share and connect them with other people, places and things. There are two sides to the experience coin. On one side, we understand that people want to connect with other people, places and things. Human nature dictates that we are social beings who want to interact and are actively seeking out times and places to engage with other people. On the other side of the coin, we want our experiences to be seen, and we share these engagements with the rest of the world. Our society enables us to do just that with an advanced digital infrastructure connecting us on a scale that is unprecedented in human history.

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GOALS & OBJECTIVES Marketing Goals • Increase awareness and interaction with both the NASCAR and Alabama 500 brands among new and old fans with the key objectives to drive up Alabama 500 ticket sales and TV viewership.

Communications Objectives Awareness • • • •

To increase target audience awareness of the Alabama 500 by 5%. Increase ticket sales of Alabama 500 by 5%. Increase the viewership of Alabama 500 by 5%. (1.53 million in 2019) Increase knowledge of the Alabama 500 in your target area by 5%.

of survey respondents say that “the Talladega Experience” is the best part of Talladega.

Authenticity

• To position the Alabama 500 as an authentic playoff outlet among other professional sports. • Connect team owners to support Alabama 500 marketing. • Connect local sports/celebrities/influencers to support Alabama 500 marketing.

Interactivity • • • •

To increase interaction between the viewers and their friends. Increase shares of Talladega/Alabama 500 videos and content on viewer’s personal social media sites by 5%. Increase the average number of likes on each of the Talladega/Alabama 500 social platforms by 5%. Increase the number of likes on the Talladega/Alabama 500 Facebook page by 5%.

Accessibility

• To connect the Alabama 500 playoff race among their target audience. • Increase partnerships with Alabama 500 collaborations and activations, including retail displays such as gas stations, groceries, c-stores, car dealerships, etc by 2%. • Increase promotional offers with Alabama 500 and team sponsors by 2%. LAP #08

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HERE’S WHAT WE KNOW Market & Consumer Analysis Looking at NASCAR’s demographic, secondary research shows that their gender distribution parallels that of the nation with 61 percent male and 39 percent female audience. The female audience has a lower rate of participation in the sport but primary research shows a growing interest in the experience of the Alabama 500. As research reflects a third of NASCAR’s main demographic to be 50 to 64, marketing reports do not neglect the importance of 18 to 44 year-olds in the market as the up-and-coming target market to carry on the sport’s legacy.

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Analyzing the NASCAR consumer, they are attracted to the sport because of community connections it brings them. Those who are NASCAR fans became fans, not because of their interest in the sport but because of the connections that they forged with the people who introduced them to the sport and the surrounding fan communities.

Brand Analysis The Alabama 500 is featured on NBCSports and is now available for viewing through NBC’s subscription service, TrackPass, and the sport, overall, is available through most major streaming services. Our research found that more than half of NASCAR fans receive their news regarding the sport through TV. Despite this, since 2014, the Alabama 500 has seen a consistent decline in it’s viewership numbers. We found that most people are aware of NASCAR and the Talladega track, but not many are aware of the Alabama 500. NASCAR fans have remained loyal over the years, but this devotion has wavered due to rule changes and race modifications. The Alabama 500 and NASCAR have done well in outside brand partnerships, with deals such as the anti-drinking and driving initiative with Miller Lite. Additionally, the race features concerts over the course of the race weekend and excellent driver and fan experiences gaged towards every age. A highlight of which is the Talladega Garage Experience, which has been a massive hit since its establishment. LAP #09

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Company Analysis Talladega’s purpose and mission is to be NASCAR’s biggest and baddest track. The Alabama 500 offers a variety of packages, suites and other experiences for fans to enjoy race day their way. Our primary research shows that most fans attend for the social experience and thrill. Our research also indicated that if you attend the Alabama 500, it is hard not to enjoy it. A new addition to the Talladega experience is the recent addition of the Garage Experience, a venue within the speedway that promotes a variety and mass selection of interactive areas for an engaging fan experience that cannot be topped. The Talladega Superspeedway is also an iconic track, since it is the longest in NASCAR. Some internal impediments are NASCAR’s “closed culture,” low celebrity status amongst drivers and that people desire more entertainment at the race. Some external factors that may hinder attendance are the remote location of Talladega and overall lack of interest in NASCAR.

Competitive Analysis The 2019 Alabama 500 was held on Sunday, Oct. 13, the same day 12 different NFL football games were played, making the NFL an indirect competitor. In addition to the televised competition of the NFL, the proximity of the Talladega Superspeedway to various NFL stadiums in our target cities, such as the Atlanta Falcons and Tennessee Titans, could deter fans from traveling to Talladega. While NASCAR is the second most watched sport in the U.S., it falls far behind the NFL. Another indirect competitor of the Alabama 500 is college football, specifically, the Southeastern Conference (SEC). The fall football season overlaps with the NASCAR playoff season and the Alabama 500. Lastly, the Alabama 500 falls on the beginning of a Wild Card Weekend for the MLB postseason. If found as a ‘bubble’ team, the Atlanta Braves could take a number of potential race-goers out of state to support the Braves. LAP #10

SECONDARY RESEARCH NASCAR’s official mission statement is, “NASCAR is committed to making the sport on and off the racetrack look like America. No other issue is more important to NASCAR’s success and growth.”

This illustrates that NASCAR aims to appeal to a diverse range of people. Despite this statement, we learned through our research NASCAR has garnered the reputation of being geared towards a very specific Southern male demographic. Through its attempts to attract a more broad base of fans, the sport has lost some of the luster associated with the old traditions it has had since the stock car days of the 1900’s. For example, a number of years back NASCAR introduced “...The Chase, designed to create excitement as the season drew to a close. Since its launch, it has been the object of continuous criticism from all fans, but especially by the older, hardcore fans who never accepted the format.” These impediments and miscalculations have caused a rift in the direction the company must head moving forward, however through the extensive amount of secondary research from over 400 sources, we believe there is a middle ground to be found allowing for the new and old of the NASCAR world to exist symbiotically.

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Over a seven day period, we collectively analyzed news stories, research studies, marketing reports, magazine articles, industry journals, trending pages, discussion forums, social media platforms and so much more to find out what makes our audience tick.

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SECONDARY RESEARCH 65% “Our experiences are a bigger part of ourselves than our material goods. You can really like your material stuff. You can even think that part of your identity is connected to those things, but nonetheless, they remain separate from you. In contrast, your experiences really are part of you. We are the sum total of our experiences.”

74%

of Millennials are currently saving money for travel experiences, which is more than the average for other generations

"Millennials may be leading the experience-first trend, but they aren’t the only group participating in it. As many Baby Boomers enter retirement, they fall into the “less is more” mentality and put more value on relationships and experiences than things."

of Americans prioritize experiences over products LAP #12

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SECONDARY RESEARCH THE VALUE OF EXPERIENCES

“The reality is that we are experiencing divisions. Whether it’s a cultural division, a social division, or a technological division, people crave ways to bridge gaps. They seek a world of connectedness. And they are looking to brands to provide connective experiences.”

79% 72% 76%

Top 3 Reasons Consumers Want to be apart of an experience: 1. To laugh and have fun (70%) 2.To learn something (63%) 3.To escape from everyday life (58%)

“I CAN SHARE MEMORIES, WHICH LAST A LOT LONGER THAN A MATERIAL POSSESSION.” -Kylie, Age 26

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“MATERIAL THINGS AREN’T AS MEANINGFUL AS SHARING AN EXPERIENCE.” -Stephanie, Age 32

of Americans “prefer to be a part of an exclusive event or a group...” of Millennials preferred to spend more money on experiences than on material things. of all consumers, not just Millennials, would “rather spend their money on experiences than on material items”.

“AN EXPERIENCE TO ME REPRESENTS THE THINGS THAT I REALLY VALUE, WHICH IS KIND OF BEING PRESENT IN THE MOMENT.” -Kyle, Age 30

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PRIMARY RESEARCH

Over a 7 day period, we took a survey of 667 people and interviewed 26 individuals.

We distributed our Qualtrics survey on local Facebook Groups in Birmingham, Atlanta, Nashville and the surrounding suburbs. Additionally, we posted links to the survey on NASCAR and Talladega threads on Reddit, LinkedIn and community discussion boards. In order to attract audiences within a 200-mile radius outside of Talladega, we used #Atlanta, #Birmingham and #Nashville on our posts to increase our reach. Our interviewees were individuals between the ages 20-25 or 50-55 who live in the three aforementioned southern metros found through social networking platforms.

Age Distribution

32.3%

Ages 19-24

64%

of respondents recorded an annual income of $10,000 or less

22%

of respondents recorded an annual income between $10,000 - $19,999 LAP #14

Regional Distribution

<19 0.1% 19-24 32.3% 25-30 9.4% 31-36 5.7% 37-42 5.1% 43-48 6.9% 49-54 12.7% 55-60 8.8% 61-66 6.3% >66 4.6% N/R 7.6%

>20% 5-9.99% 4.99-1% <1% 0

Gender Distribution

44% Male

56%

Female

26.8% 74.8% of respondents live in the South.

Alabama residents had the highest response rate followed by Georgia at 20.91%

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RESEARCH FINDINGS 46% Sports Viewership

I love Talladega because of the people and the experience, but I wouldn’t call myself a NASCAR fan. In-Depth Interviewee, 24 / Male / Nashville, TN

49%

of respondents say their disinterest in NASCAR is a discouraging factor in deciding to attend the Alabama 500

For me to go, I would have to be sold on a lot more than the race. It would have to have events planned around it. In-Depth Interviewee, 55 / Male / Nashville, TN LAP #15

68.5% watch NCAA Football 58.5% watch NFL Football 31.5% watch MLB and MiLB baseball

70% of respondents watch sports through cable T.V.

69.5% of respondents never attend NASCAR races during the season, but 28.5% attend one to two races per season

It was really cool, and I didn’t expect it to be so much like a sporting event in like everyone is so excited to see the different drivers and cars. I kind of just thought everyone just went to watch and to say that they have been to a NASCAR race. But there’s a lot of excitement in the crowd, which made the atmosphere like a lot better and exciting to be there.

“I attend the Alabama 500 for the social experience.”

I would never go just to see a race. I would go for a weekend of fun. In-Depth Interviewee, 55 / Male / Nashville, TN

In-Depth Interviewee, 21 / Male / Birmingham, AL

What is the best part of Talladega?

53.5%

The Talladega Experienece

The Talladega Experience 53% Variety of Amenities 5% Good Parking 3% Infield Camping 12% Driver’s Success 3% Outside of Speedway Camping 6% Meeting the Drivers 6% Interest in NASCAR 12% LAP #15

PRIMARY RESEARCH Owning a social experience and being a part of something larger than themselves not only was encapsulated in the responses our interviewees gave us, but the primary research via our survey dispersed to our target audience. We concluded, through all of our primary research data, that the audience’s main purpose of attending an event such as the Alabama 500 would be for their connection to something larger. So, what does this “something larger” mean to those we surveyed?

I feel like there are so many different ways to do Talladega. I would love to sit somewhere else or watch from the infield. There’s such a varied experience for so many people that go. Its such a unique cultured racetrack, I would like to see how different people do each race.

When asking 667 individuals what the best part of attending any race at Talladega was, the overwhelming majority (53%) answered, “The Talladega Experience.”

In-Depth Interviewee, 21 / Male / Tuscaloosa, AL High school [sports are] more like a social event. I guess, you know, with the Braves it’s all about the experience: the food, the atmosphere, the traditions, and like the fan chants. [For me, sports are] all about the experience”

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In-Depth Interviewee, 30 / Male / Atlanta, GA

Likewise, when asking a question more specific to social experience, 54% of respondents said that they agree with people attending a race at Talladega Superspeedway is for the social experience as a whole. This shows us that people may be willing to attend a race solely based on the experience, in addition to all of those attending to see the high octane action of the race itself. This lends itself to a nice balance between the younger, more social demographic of race-goers, as well as those who are committed to the sport for the races themselves. LAP #16

KEY INSIGHT 4 Column Layout

I want to own my social experience to connect me to something bigger.

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CONCLUSION LET’S RECAP:

We’re looking to increase the Alabama 500’s awareness, authenticity, interactivity and accessibility.

79%

I want my social experience to connect me to something bigger. Our research concludes this is an essential motivator for people to attend any event and is the fuel influencing our audience to attend the Alabama 500.

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of Americans “prefer to be a part of an exclusive event for a group...”

of survey respondents say that “the Talladega Experience” is the best part of Talladega.

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IN OTHER WORDS... Showing that the Alabama 500 is an experience for everyone will drive ticket sales, as well as encourage viewership. Once our target audience sees that Alabama 500 offers an experience for every type of person, they will be inclined to attend. Our strategies showcase the variety of experiences available at the Alabama 500, while also creating new experiences at the race and while traveling to it. We believe that by conveying that everyone belongs at the Alabama 500, people who may not usually go will be inclined to attend. LAP #18

COMMUNICATION PLAN

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POSITIONING STATEMENT 4 Column Layout The Alabama 500 wants you to play your part in the race. You — the gearheads, families and friends and the lives of the party — shape the experience.

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BIG IDEA

No matter how you shape your experience, the Alabama 500 is where you belong.

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PRIMARY AUDIENCE

The Weekend Warrior wakes up Friday morning at 6:30 a.m. finishing out his work week ready for a relaxing weekend. He starts his day with a quick workout at his apartment gym — it’s arm day — and a quick shower. He then uses one of his favorite time-saving products: the Quip toothbrush his mom bought him last Christmas. He gets dressed for work and puts on his Apple watch, Oakley sunglasses and fun, patterned dress socks. He gets in his 2014 Toyota Tacoma and streams his favorite podcast “Pardon My Take” while heading to work at Dell Computer’s headquarters in Nashville. He works as an entry-level sales consultant and is wearing his favorite polo and khakis. He is at work browsing Seatgeek looking for tickets to the Predator’s game later that night. He sees tickets for the upcoming Alabama 500 but attending the race has never been a priority even though he watched it as a kid with his dad and grandpa. He is headed home and orders UberEats — it is just so convenient. He eats his dinner to relax while watching his favorite show “It’s Always Sunny in Philadelphia.” He then heads to the downtown sports bar to get drinks with his friends before the game. They grab an Uber and head to the game — he and his friends are all wearing jerseys and duck boots. He spends his time at the game in the Dierks Bentley’s Whiskey Row. After the game, he checks out the bars on Broadway but decides to end his night early. He Ubers back to his apartment while browsing Tinder window shopping for his next date. He has no luck, so he heads straight to bed.

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SECONDARY AUDIENCE

The Classic wakes up Friday morning to the sight of a bowl of Honey Nut Cheerios his wife left out for him. He gets ready for work and puts on his favorite Jos. A. Banks suit. Picking up the keys to his Chevy Tahoe, he heads to his job as a mechanical engineer at Boeing in Huntsville. He cranks up the Sirius XM to listen to classic rock as Zep fills his ears. While at work, he thinks about working on his latest passion project: a powder blue 1975 Ford Mustang. He and his 25-year-old son took on the task when his son graduated college, with the Classic promising it to him as his for making Cum Laude at Vanderbilt. As he ignores the day’s responsibilities browsing the trending articles appearing in his daily news letter from Forbes, an email arrives asking him to purchase season football tickets from his alma mater, The University of Alabama. Skeptically, he heads to StubHub in search of the best deal on season tickets for him and his wife. He’s worried that the Alabama football schedule conflicts with the time of the Alabama 500 but plans to prioritize football this year. His boss calls him into a meeting, and the daydreaming is over. Five o’clock rolls around and on his drive home as “Closing Time” by Semisonic comes on the radio. Smiling, he anticipates a relaxing weekend in light blue Wranglers and the oldest pair of New Balance tennis shoes conceivable (his wife insists on getting him a new pair, but he’s worn the perfect groove into these soles — similar to the seat of his recliner). The Classic heads straight for the fridge, grabbing a cold one and settling back in his chair with no surprises in this weekly routine.

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CREATIVE STRATEGY “You Belong Here” is a campaign that addresses our consumer’s craving for experiences. Our audience isn’t convinced that the Alabama 500 and NASCAR are for them. The creative executions throughout the campaign acknowledge this concern by crafting relatable personas that our target market can connect with. With strong, individualistic copy, this campaign will be a mirror reflecting how our audiences can experience race day and how they would fit right at home at the Alabama 500. The visuals will reinforce this idea of home and belonging by using NASCAR’s primary colors and powerful fonts. In doing this, we elevate the look and feel of each of our unique touchpoints across all channels making it easier than ever for consumers to build a lasting connection with the Alabama 500.

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MEDIA STRATEGY Shake & Bake’s media strategy reaches our target audiences through paid, shared, earned and owned media. Media channels consist of traditional media such as TV advertisements and an Alabama 500 website. Digital media will also be utilized with a social media competition and social media advertisements. Each channel will allow our audiences multiple touchpoints to learn more about the race and our campaign strategies. The tone of our campaign is welcoming in order for a wide variety of new and old fans alike to feel invited to the Talladega experience.

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YOU BELONG HERE

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IT’S SIMPLE.

You Belong Here tells the narrative of the Alabama 500 through the different personalities who are attracted to the race. Each of these personalities — the Life of the Party, the Gearhead and the Rising Executive — are multifaceted individuals who share qualities with our target audience. Effectively connecting these characters to our target audience allows for them to visualize how they could experience Talladega and all that the Alabama 500 has to offer them. LAP #26

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30 SECONDS You Belong Here premiers as a 30 second Hulu commercial starting Aug. 1, 2020, and lasting through race weekend in Nashville, Birmingham, and Atlanta.

“Hulu + Live TV, meanwhile, continues to grow, finishing last quarter with a record 3.4 million subscribers. The next closest streaming bundle competitor is YouTube TV with two million subscribers.” — Fast Company “In February Hulu had 30.7 million subscribers.” — Business Insider LAP #27

61%

of people ages 18 to 29 say the primary way they watch television now is with streaming services on the internet. — Pew Research Center

From there... • • • • •

15-second radio spots podcast ads billboards in-app banner ads gas station television spots

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SENSORY MARKETING Gas station television ads, podcast and radio ads reinforce the Alabama 500’s sensory experience. We plan to meet our target audiences where they are. Selective channel planning will allow for us to engage with our tarket market beyond the audio/ visual level.

The sound of the cars. You smell the burning racing fuel. In-Depth Interviewee on the sensory experience at Talladega Superspeedway 54 / Male / Tuscaloosa, AL

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“[Sensory] influences are subtle— and that’s exactly why they are so powerful. Consumers don’t perceive them as marketing messages and therefore don’t react with the usual resistance to ads and other promotions.”

“Remaining senses of sound, smell, taste and touch have a greater influence on people's perception than they are conscious of, and by creating novel sensory triggers that typically connect with consumers at a subconscious level.”

— Harvard Business Review

— WARC

Using gas station television ads, podcast ads and radio ads provides another note of complexity to our ads. The spicy smell of gasoline at gas stations creates a stronger association with motorsport racing and the Alabama 500. With podcast and radio, we will add elements of ASMR (autonomous sensory meridian response) to further engage our audience.

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SOCIAL MEDIA BANNERS 25%

of people who see a social ad, will then respond by visiting the store or website.

These in app advertisments will be used in following applications chosen off of our primary and secondary research including Facebook, WhatsApp, Candy Crush, Words with Friends and AirBnB.

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MEET ME AT â&#x20AC;&#x2DC;DEGA LAP #30

MEET ME AT â&#x20AC;&#x2DC;DEGA

Through our partnership with Tinder, we will expand upon the continued effort to diversify the NASCAR audience. With the prominence of dating apps in the social lives of young adults, bridging the gap between the singles scene and NASCAR through these mediums could greatly impact the broadening of the race attendees. By extending a friendly, social environment for those attending who are unfamiliar with the traditions of Talladega, a natural bond could be formed and new traditions could be made, while stadium seats continue to be filled.

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RACE DAY MODE

Our Tinder strategy is set up to increase partnerships and interaction by giving our target market a chance to experience the Alabama 500 in ways they have never before. Tinder is a social networking and online dating application that allows users to swipe on singles in their neighborhoods based on their photos and shared interests. Back in 2019, Bonnaroo Music Festival in Tennessee partnered with Tinder to release “Festival Mode” 3 weeks before the event was set to start. This allowed users who were attending the festival to meet others that were attending before its commencement. In addition to the success of the “Festival Mode” in the weeks leading up, the app saw a 300% increase in use during the event.

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TINDER TENT After doing our primary and secondary research, we found a big disconnect between people wanting to go to Talladega but being unsure of who to go with. With this information, we came up with the idea to team up with Tinder and be added to their 2020 “Festival Tour.” Weeks leading up to the event, we will release “Race Mode” to singles on Tinder in Birmingham, Atlanta, and Nashville, who will then get to swipe on other singles who are also attending the Alabama 500. At the event, we will craft a new experience for the Tinder users by sending wristbands to the ticket holders to wear at the race. This wristband gives them access to the infield Tinder Tent and into the Tinder Seat Section in the grandstands. These tactics provide the attendees with the chance to mingle with other Tinder users while also giving them a sense of community.

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Custom 30x30 Pavilion Range Event Tent ~ $2,800 Checkered pattern throughout tent (napkins, tablecloth, etc)

White Leathersoft Loveseat from Staples $520 x 2 = $1,040

Round Aluminum from Walmart $50 x 8 tables = $400

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TINDER SOCIAL MEDIA Going to the Alabama 500? Check out the link in the bio to claim your #meetmeatdega badge.

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WHY WE PICKED TINDER “The reality is that we are experiencing divisions. Whether it’s a cultural division, a social division, or a technological division, people crave ways to bridge gaps. They seek a world of connectedness. And they are looking to brands to provide connective experiences.” According to the Kochava Collective, Tinder has the highest number of users compared to all app based dating sites.

300x

more swipes during the Bonnaroo Music & Arts Festival

35%

of Tinder Users are ages 18-24

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72M Tinder Users

16% 20%

of users come from urban metropolitan areas

of users are in the top three household income brackets LAP #35

MiLB

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TAKE ME OUT TO THE TRACK By capitalizing on a pre-existing, established fan base, the MiLB promotional strategy gives sports fans the chance to experience a taste of Talladega in a setting that they are already comfortable and familiar with. By catching the attention of fans who are unaware or inactive in the NASCAR community, we are providing them an opportunity to see into the race culture, sit behind the wheel of a NASCAR stock car simulator and explore the various amenities of the Garage Experience.

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MiLB TEAMS Nashville, TN

The MiLB in-sport promotion is a strategy that increases awareness of the Alabama 500 to our target audience. Our research revealed that potential NASCAR fans are often discouraged from attending races due to limited knowledge of the sport and lack of exposure to race culture. Birmingham, AL

JULY 17

Atlanta, GA

Huntsville, AL

AUGUST 14

AUGUST 28

Montgomery, AL AUGUST 22

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57% of the MiLB demographic is 18-44 24% of the MiLB demographic 45+

JULY 10

"The MiLB in-sport promotion is designed to increase awareness of the Alabama 500 by providing the Talladega Experience in our target cities: the Atlanta metropolitan area, Birmingham, Huntsville, Montgomery and Nashville. In these cities, our rendition of the Talladega experience consists of a NASCAR simulator and two interactive garage experience trailers. We will be using earned media in each of these citiesâ&#x20AC;&#x2122; through news stations and a press release to promote the in-sport promotionâ&#x20AC;&#x2122;s presence." LAP #38

SIMULATOR

All gear will have the Alabama 500 logo along with the campaign’s slogan of “You Belong Here”. Once in the car simulator, participants choose the Talladega Superspeedway track and have to race against Ryan Blaney’s fastest lap time. On the sides of the car simulator, there will be two LED screens: a leader board monitor and a race monitor showing the participant’s perspective. Bystanders and other participants will get the opportunity to watch and cheer on. Alabama 500 ambassadors stationed at the Garage Experience promotional trailers will wear Alabama 500 and NASCAR promotional dri-fit shirts.

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GARAGE EXPERIENCE The Garage Experience trailers allow fans to experience what wonderful festivities and assets the Talladega infield offers such as a large variety of merchandise, multiple samples of refreshments and tailgate music.

“I went both days and took my one-year-old to the truck race Saturday. Just the wife and I Sunday and Monday. It was awesome.... [I did a lot] and the garage pass was way way worth it to me. We had a really good time for sure.”

...The Talladega Garage Experience [was] the only thing that makes this experience worth it. — 45 year old, male interviewee

The Talladega Garage Experience is what Grant Lynch calls, ‘the world’s greatest infield.’

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“The Talladega Garage Experience is worthy of at least a one-time visit, especially if you have kids.” LAP #40

FAMILY AFFAIR â&#x20AC;&#x153;If you have kids, it would be worth it if you think they'd enjoy being able to see the drivers up close. Plus, there's a lot for them to do and see. Overall, I'd be willing to pay for the experience again. It really offers a lot and, if you wanted to pay for a cheap ticket and watch the race in there, it would still be worth it. If nothing else, it's worth it to at least do once."

50%

of MiLB fans have children under 17 living at home.

27%

of people said they would take a family member to the race. LAP #41

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PROMOTIONAL ITEMS Vertical and horizontal banners for the Garage Experience

Ambassador promotional shirts

Double-sided promotional flyer to be handed out

OCTOBER 4, 2020

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THE ROAD TRIP

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ON THE ROAD AGAIN Part of the Alabama 500 experience is the journey of getting to the race. Through the road trip, those traveling to the race will be able to shape their own experience as soon as they leave their front door. The road trip allows those who crave experiences, and who may not typically attend the Alabama 500, to see more of the southern culture and have a greater incentive to travel. They will then experience the Alabama 500, love it and see that they also belong there.

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THE ROAD TRIP

This strategy emphasizes the experience on the way to the Alabama 500. Our research revealed that travel is one of the obstacles for our target audiences. The road trip strategy is designed to motivate our target audience to travel to the Alabama 500 by providing coupons for each restaurant we have featured with the purchase of an Alabama 500 ticket. The strategy will use earned media by conducting a media tour highlighting the road trip in the target cities of Nashville, Atlanta and Birmingham. We will also earn media through a press release that promotes the road trip and will be distributed to various print media companies in our target cities.

Birmingham to Talledega Rusty’s BBQ, Leeds AL

City Market Grill & Buffet, Pell City AL

Barber Motorsports Park, Birmingham AL

Atlanta to Talledega Gumbeaux’s a Cajun Cafe Douglasville GA

Hudson’s Hickory House, LLC Douglassville, GA

Classic on Noble Anniston AL

Nashville to Talledega Southern Tre Steakhouse Wanna make a pit stop? Food: Rusty’s Bar-B-Q

City Market grill and buffet Places: Barbers Motorsports Park

Columbia TN

Cotton Row Huntsville AL

The RailYard Decatur AL

Stop

Go now

Other stops Mercedes Benz Museum Tuscaloosa AL LAP #45

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ON THE MICROSITE Tickets that include the downloadable coupon sleeve will be available on the Alabama500Spec.com road trip web page.

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INFLUENCERS Partnerships with local food influencers will spread awareness amongst our primary audience. Our campaign is centered on experience.

Our primary target audience is notorious for following food bloggers/influencers that serve as an authentic information source. Tying the experience of trying new restaurants with the Alabama 500 will make it an appealing experience for our primary target audience who loves trying new things.

LAP #47

INFLUENCERS “Influencer marketing gives consumers the opportunity to interact with real people telling real stories through their social media feeds.”

“A study by Morning Consult interviewed 2,000 13-38 year old Americans found that 72% of Centennials and Millennials follow influencers.”

LAP #48

IGTV Not only will local Instagram influencers highlight the road trip, an internal representative will also promote the road trip via IGTV. The series of Instagram TV videos will each feature one of the restaurant stops. The spokesperson will give an overview of the restaurant and then encourage viewers to visit the web page to purchase tickets and receive the downloadable coupon sleeve.

51% 55%

attend for the social experience

attend for the Talledega experience

77% 50%

attend for the thrill

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of millennials trust instagram when deciding to purchase a product

LAP #49

SPONSORED AD Through a Southern Living sponsorship, a road trip from each of our three target cities will be promoted. After mapping out local iconic restaurants on the way to Talladega from Atlanta, Nashville and Birmingham, we would pay Southern Living to sponsor an advertisement highlighting these stops. The advertisement will be a southern region full page full-color spread with 500,000 addâ&#x20AC;&#x2122;l per M. Median age: (Print - 55) & (digital - 53) Secondary audience, however they have had an increase in younger demographic following on social media. 30% of all instagram followers are 18-24 years old 35% are 24-34 Instagram: 1.6MM Facebook: 3.1MM Twitter: 713K 40.8 MM+ Page Views

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WAZE

On the first day of the Alabama 500, users will have the option to change their Waze icon to a racecar. This partnership with Waze will promote connection and shared experience by allowing users to see and chat with other uses who are on the way to the Alabama 500.

Limited Edition Waze Racecar Icons

How far would you travel?

39%

wouldnâ&#x20AC;&#x2122;t travel

<1 hour

18% 15% 18% 1-2 hours

>6 hours

2-4 hours

Reasons for not attending?

17% travel cost

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SEAT GEEK

LAP #52

LUXURY ON A BUDGET The SeatGeek strategy is enticing to those that have never or seldom attended the Alabama 500. This enticement is due to the hotel, travel and other accommodations that are offered through the SeatGeek luxury ticket package. Through purchasing this package, new attendees will enjoy a race day experience like no other, know they belong at Talladega and revisit for a lifetime.

LAP #53

SEAT GEEK The SeatGeek partnership is a strategy that enhances the Alabama 500 attendee’s experience. Our research revealed that the luxury and comfortability of race day are features racegoers look for.

“The main thing [I didn’t like) is that it was very hot.... ...It’s also very loud... and very crowded.” -Female, age 18

“...Yeah, like comfort is my thing...” -Female, age 27

LAP #54

36.4%

of our respondents want more for less (more affordable things, such as amenities) and

33.4%

of our respondents have an issue with the cost of tickets or travel and this strategy would allow us to bypass that and show these fans it is worth the money.

LAP #54

THE LUXURY PACKAGE The SeatGeek partnership is designed to motivate our target audience to purchase tickets to the Alabama 500 by providing these sought after features. With exclusive offers through SeatGeek, attendees are able to attain a premium package for the â&#x20AC;&#x153;SeatGeek Grander-standsâ&#x20AC;? in which ticket holders will receive stadium seats and other promotional items.

LAP #55

HOTEL INDIGO

Ticket purchasers have the option to stay the night of Oct. 3 at Hotel Indigo in downtown Birmingham with access to nearby restaurants and entertainment. A mini-shuttle service is available for race attendees to travel to and from Talladega Superspeedway on Oct. 4.

LAP #56

‘DEGA BABY Once at the race, luxury ticket holders can find their tote bag with promotional items and directions to their grandstand section at the SeatGeek tent.

“If the Alabama 500 offers more deals, promotes more through media... and offers more amenities... I’d be encouraged to attend” In-Depth Interviewee, 22 / Male / Birmingham LAP #57

LAP #57

THE SEAT GEEK SECTION A section of the grandstands will be roped off with seat cushions in place to provide more comfort. Those within this section will have exclusive access to catered food along with the concessions offered to all race attendees.

LAP #58

SOCIAL MEDIA FACEBOOK ADS

Facebook ads will be pushed out to target both of our audiences. Overall, 100 luxury SeatGeek ticket packages will be made open to the public. In July, the first 75 tickets will become available, and each buyer will be sent an email encouraging them to share pre-made social media content promoting the package. In September, the final 25 tickets will become available which allows the package to be promoted as an exclusive, limited-time offer in the second round of ads.

LAP #59

SOCIAL MEDIA COMPETITION LAP #60

16 SECOND CHALLENGE The microsite and social media competition is a strategy designed to enhance the Alabama 500â&#x20AC;&#x2122;s online presence, and improve online interactions between fans and the brand. An online location dedicated to providing information, selling tickets, and connecting fans through social media. The site is user-friendly for all NASCAR fans and only includes information specific to the Alabama 500.

LAP #61

THE COMPETITION The social media competition is designed to promote awareness about the Alabama 500 and increase earned media. Users will create short videos (16 seconds) of themselves performing a task as quickly as possible. The users will have the freedom to display their skills in a variety of creative ways, highlighting the versatility of speed and the dynamics of the NASCAR audience. We are excited to see how the competition is completed among a variety of people inside primary and secondary target audiences. The top submissions will be featured on the microsite and have the opportunity to participate in a â&#x20AC;&#x153;ultimate fan experienceâ&#x20AC;? sweepstakes.

LAP #62

THE RULES Social Media Competition Guidelines • Post a video of yourself performing your skill as fast as you can for 16 seconds to Instagram or Facebook with the hashtag #thefastest16 • We want to see how fast you are off the track. There is no limit to the talent you choose, so get creative and have fun! • Submissions can include a single person or grab your friends, families, neighbors or pets to lend a hand! • The competition will last for 30 days, from Sept. 1-30, 2020. • Submissions will be voted on in a public poll where fans will be able to track live voting results • The highest rated submissions at the end of each week will be featured on the front page of the website • The top 3 submissions at the end of the month will win a VIP infield experience for the 2020 Alabama 500

LAP #63

MICROSITE The Alabama 500 is committed to providing a world-class NASCAR experience that hosts a variety of amenities for consumers to enjoy. The microsite will provide further insight into the Alabama 500 experience, allow easier access to ticket purchases and call on fans to create and share video submissions regarding the social media contest. Having a platform to host pictures and information about the amenities is the best way for fans to get an inside look at everything the Alabama 500 has to offer.

LAP #64

WHY ENHANCE ONLINE PRESENCE? Research shows greater internet literacy amongst older age groups than previously thought

LAP #65

BUDGET, TIMELINE & MEDIA SCHEDULE LAP #66

BUDGET

SO, HOW MUCH ARE WE TALKINâ&#x20AC;&#x2122; ? Microsite 3% ($26,350) MiLB 7% ($ 57,750) Roadtrip 11% ($89,826)

SeatGeek 17% ($132,074)

WHAT WE STARTED WITH: $ 800,000 CONTINGENCY: $48,612.83 SALES TAX: $49,156.17

Tinder 8% ($60,000)

30 Second Commercial 54% ($434,000) LAP #67

LAP #67

MEDIA TIMELINE R BE EM PT SE

1 2

ST U G

3 4

KEY: LAP #68

JULY

OC TO B

Finish date: October 4th

Start date: July 1st

1. You Belong Here (August 1-Octbober 4)

3. MiLB In-Sport Experience 5. SeatGeek Partnership (July 10-August 28) (July 1-October 4)

2. Meet Me at â&#x20AC;&#x2DC;Dega (July 5 -September 30)

4. Alabama 500 Road Trip (August 8-October 4)

6. Social Media Competition (August 16-September 30) LAP #68

EVALUATION

LAP #69

EVALUATION Last year, viewership of the Alabama 500 was at 1.53 million. Through our campaign, our goal is to increase viewership by 5% or 76,500, as well as increasing event attendance by 5%. We plan to evaluate our campaignâ&#x20AC;&#x2122;s success through various tracking measures that include monitoring microsite traffic, social media engagement and ticket package sales. To measure the overall effectiveness of our campaign, we suggest tracking TV ratings to evaluate if viewership increased. Attendance of the Alabama 500 must also be measured. We recommend not only tracking overall ticket sales but also monitoring sales of each of our various ticket packages.

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REFERENCES

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REFERENCES

1. 61% of young adults in U.S. watch mainly streaming TV. (2017, September 13). Retrieved from https://www.pewresearch.org/facttank/2017/09/13/about-6-in-10-young-adults-in-u-s-primarily-useonline-streaming-to-watch-tv/ 2. Arkenberg, C. (2019, June 27). Redesigning Stadium for a better fan experience. Retrieved from https://www2.deloitte.com/us/en/insights/ industry/telecommunications/in-stadium-fan-experience.html 3. Blair, I (2019, January 10) Tinder Revenue and Usage Statistics Breakdown. Retrieved from https://buildfire.com/tinder-statistics/ 4. Bucholtz, A. (2019, September 7). NFL ad pricing is up 5 to 10 percent year over year, a rebound from 2018â&#x20AC;&#x2122;s declines. Retrieved from https://awfulannouncing.com/nfl/nfl-ad-pricing-is-up-5-to-10percent-year-over-year.html 5. Dunster, S. (2018, January 7). New TV ratings are out, and itâ&#x20AC;&#x2122;s even worse news for NASCAR. Retrieved from https://altdriver.com/ racing/f1-tv-ratings-nascar-formula-1/ 6. Felsher, J. N. (2019, September). Talladega Superspeedway celebrates 50 years: Retrieved September 2019, Retrieved from https://alabamaliving.coop/article/talladega-superspeedwaycelebrates-50-y 7. Glazer, F. (2016, November 24). Movie theaters focus on food. Retrieved from https://www.nrn.com/consumer-trends/movietheaters-focus-food 8. Goldman, D. (2017, December). Cashing in on the US experience economy. Retrieved from https://www.mckinsey.com/industries/ private-equity-and-principal-investors/our-insights/cashing-in-on-theus-experience-economy 9. IEG. (January 30, 2017). Motorsports sponsorship spending worldwide from 2011 to 2017 (in billion U.S. dollars). Retrieved from https://www-statista-com.libdata.lib.ua.edu/statistics/456339/ motorsports-sponsorship-spending-worldwide/ 10. Itson, P (2018, September 28) 6 reasons to attend the 2018 fall race weekend at Talladega Superspeed. Retrieved from https://bhamnow.

com/2018/09/28/6-reasons-to-attend-the-2018-fall-race-weekend-attalladega-superspeedway-on-october-12-14-plus-a-sneak-peek-attransformation-the-talladega-superspeedway-infield-project-set-forcompletion-octobe/ 11. Iqbal, M (2020, March 25) Tinder Revenue and Usages Statistics Retrieved from https://www.businessofapps.com/data/tinderstatistics/ 12. Khalid, A (2019, May 2). Tinder wants to help you find a Bonnaroo boo. Retrieved from https://www.engadget.com/2019-05-02-tinderfestival-mode.html 13. Lambert, B. (2009, August 20). Omission of a Nascar Pioneer Stirs a Debate. Retrieved from https://www.nytimes.com/2009/08/20/ sports/20nascar.html 14. Lascala, M (2020, January 31) The best dating apps to make 2020 a year for love. Retrieved from https://www.goodhousekeeping.com/ life/relationships/g30730909/best-dating-apps-2020/ 15. Mcnair, K (2019, June 13). Alabama Prominent in College Football Popularity. Retrieved from https://247sports.com/college/alabama/ Article/National-Football-Foundations-annual-report-on-attendanceand-television-viewership-reveals-Alabama-led-nation-in-total-fanattendance-in-2018-132844134/ 16. MiLB Attendance Growth Driven by outliers https://frntofficesport. com/milb-attendance-growth/ 17. Morgan, B. (2019, January 2). NOwnership, No Problem: An Updated Look At Why Millennials Value Experience Over Owning Things. Retrieved from https://www.forbes.com/sites/ blakemorgan/2019/01/02/nownership-no-problem-an-updatedlook-at-why-millennials-value-experiences-over-owningthings/#17f3b0c0522f 18. Multisensory marketing is the future. (2015, April 2). Retrieved from https://www.warc.com/newsandopinion/news/multisensorymarketing-is-the-future/34549 19. Newman, J. (2020, February 19). Hulu is now the biggest live-TV LAP #72

streaming service after Sling subscribers shrink. Retrieved from https://www.fastcompany.com/90465664/hulu-is-now-the-biggestlive-tv-streaming-service-after-sling-subscribers-shrink 20. Rote, M. (2019, October 1). Why Millennials are Choosing Experiences Over Things. Retrieved from https://www. under30experiences.com/blog/why-millennials-are-choosingexperiences-over-things 21. Southern Living. (2019). 2019 Media Kit. Retrieved from https:// www.southernliving.com/sites/default/files/sl_2019_mediakit_final_ lores.pdf 22. Taher, A. (2019, November 26). Influencer Marketing: Engaging Centennials & Millennials. Retrieved from https://blog.digimind. com/en/insight-driven-marketing/centennial-millennial-marketinginfluencer-engagement 23. Warren, M. (2017, January 18). NASCAR: Analysis of Current Marketing Crisis, with Recommendations for Research and Actions. Retrieved from https://blog.op4g.com/nascar-analysis-of-currentmarketing-crisis-with-recommendations-for-research-and-actions 24. Singer, D. (October 2017). We are wrong about millennial sports fans. Retrieved from https://www.mckinsey.com/industries/ technology-media-and-telecommunications/our-insights/we-arewrong-about-millennial-sports-fans 25. ANA. (June 16, 2014). Types of social media content produced by brands in the United States in 2014. Retrieved fromhttps://wwwstatista-com.libdata.lib.ua.edu/statistics/311579/social-media-contentproduced-by-us-brands/ 26. Worldwide, M. (2020). We Know Experiences 2.0. Retrieved 2020, from https://static1.squarespace.com/ static/55107b86e4b0503efc1a4215/t/5d9e3ba046e5b43 4f2eddd56/1570651053829/WE+KNOW+Experiences_ Exec+Summary_2.0.pdf

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APPENDIX LAP #74

MEET THE CREW

Casey Bennett

Peyton Hammond

Megan Lee

Anna Autrey Campbell

Cecilia Hand

Diaymon Lewis

Savannah Hill

Meredith Coleman

Josh Hylton

Jamie Massey

Emily Greco

Amelia Kuehn

Walker Sullivan LAP #75

LAP #76

LAP #77

SCHEDULE

JULY 2020

AUGUST 2020

July 1-5th - Facebook ads (5)

August 1st - Release of “You Belong Here” 30-second Hulu commercials (1)

Week 1:

July 5th - Tinder starts to promote the Race Day Mode on social media (2)

Week 2:

July 6th -Ticket packages for 75 seats become available (5) July 6th - Sign up for Race Day Mode starts (5) July 6-11th - Facebook ads (5) July 10th - First Game: Gwinnett Stripers v. The Norfolk Tides in Atlanta: Fox 5 (3)

Week 3:

July 10th - Podcast ads (1) July 17th - The Nashville Sound vs. The Wichita Wind Surge in Nashville: Fox 17 Nashville (3)

Week 1:

August 8th - Release IGTV video highlighting stop for Alabama 500 Road Trip (4)

Week 2:

August 14th - The Huntsville Trash Pandas vs. The Jacksonville Jumbo Shrimp in Huntsville: WAAY 31 ABC (3) August 15th - Release IGTV video highlighting stop for Alabama 500 Road Trip (4) August 15th - First stop on Alabama 500 Road Trip media tour: Birmingham WBRC FOX6 (4)

Week 3:

August 16-23rd - Advertisements begin on WJOX radio and CarTalk Podcast promoting Alabama 500, launch of microsite, and announce upcoming SM competition (6) August 21st - Southern Living September edition launched with Alabama 500 Road Trip full-page ad (4) August 22nd - Release IGTV video video highlighting stop for Alabama 500 Road Trip (4) August 22nd - The Montgomery Biscuits vs. The Biloxi Shuckers in Montgomery: WSFA NBC 12 (3)

Week 4:

August 24-31st - Advertisements continue on WJOX radio and CarTalk (6) August 28th - The Birmingham Barrons vs. The Tennessee Smokies in Birmingham: WBRC Fox 6 (3) LAP #78

SCHEDULE August 29th - Second stop on Alabama 500 Road Trip Media tour: Nashville FOX 17 (4)

September 5th - Release IGTV video highlighting stop for Alabama 500 Road Trip (4)

August 29th - Release IGTV video highlighting stop for Alabama 500 Road Trip (4)

Week 2:

August 31st - Radio ads (1)

September 6 - Launch of Billboards in Nashville, Birmingham and Atlanta (1)

August 31st - In-app banner ads (1) August 31st - Facebook and LinkedIn ads (5)

September 6 - Launch Gas Station TV ads (1)

September 12th - Third stop on Alabama 500 Road Trip Media tour: Atlanta FOX 5 (4)

Week 3:

September 13-19th Advertisements on WJOX radio and CarTalk Podcast (6) September 13-19th - Social Media Contest week 3 (6)

SEPTEMBER 2020

September 6-12th - Facebook and LinkedIn ads (5) September 6-12th Advertisements on WJOX radio and CarTalk Podcast (6)

September 13th - Wristbands begin to be sent to those who signed up for Race Day Mode (2)

September 1-5th - Facebook and LinkedIn ads (5)

September 6-12th - Social Media Contest week 2 (6)

September 1-5th - Advertisementâ&#x20AC;&#x2122;s begin on WJOX radio and CarTalk Podcast about SM Competition and Alabama 500 (6)

September 19th - Release IGTV video highlighting stop for Alabama 500 Road Trip (4)

September 7th- Ticket packages for 25 seats become available (5)

Week 1:

September 1-5th - Social Media Contest Begins (6)

September 12th - Release IGTV video highlighting stop for Alabama 500 Road Trip (4)

Week 4:

September 20-26th Advertisements conclude on WJOX radio and CarTalk Podcast (6) September 20-26th - Social Media Contest final week(6) LAP #79

SCHEDULE September 26th - Release IGTV video highlighting stop for Alabama 500 Road Trip (4) September 27-30th - Social Media competition concludes, winning submissions selected (6) September 30th - Sign up for Race Day Mode ends (2)

OCTOBER 2020 Week 1:

October 3rd - Launch Waze race car icon (4) October 3rd - SeatGeek tent and bags set up (5)

October 4: 2020 Alabama 500 SeatGeek seat cushions set out in roped-off grandstands section before race. Catering brought in and prepared around 10 a.m.

LAP #80

EVALUATION 30 Second Hulu Commercial:

You Belong Here: Monitor TV ratings, viewership, reach metrics on radio and podcast, in-app reach and click metrics.

Alabama 500 Road Trip:

Increase knowledge of the Alabama 500 in our target area by 5%. Connect three local influencers and media conglomerates to support Alabama 500 marketing in Birmingham, Nashville and Atlanta. Monitor ticket package downloads and microsite page traffic.

Ongoing Microstite Evaluation Plan:

We will measure the hits the website accumulates to better understand the effectiveness of the internet platform. Hits will be the best way to monitor web traffic and the overall success of the strategy. We will monitor the traffic to the website and how consumers accessed the microsite.

MiLB In-Sport Promotion:

Increase fan engagement by 5% and increase social media awareness/interaction by 10%. We will track the amount of participants in our VR competition, track the amount of impressions that were generated on social media for each promotional event, monitor the amount of traffic to our microsite after each promotional event and measure the number of fans that interact with each of our in-sport promotional attractions.

SeatGeek Partnership:

Sell 100 luxury ticket packages and increase awareness of the Alabama 500 in target audiences by 10% through social media advertisements

Meet Me At â&#x20AC;&#x2DC;Dega:

Sell 250 wristbands and have 400 Tinder Race Mode banners deployed.

YOU BELONG HERE

MEET ME AT ‘DEGA

The main promotional strategy: a 30 second commercial. Using a diverse range of channels including environmental advertising in our primary southern metros, social promotional posts on Instagram and Twitter, gas station television, spot radio at local sports and news stations, and select podcast advertisements to promote our message in key locations that fit with the idea of the Alabama 500 and will create a meaningful impression on our target audience where they are.

Our Tinder strategy is set up to increase partnerships and interaction by giving our target market a chance to experience the Alabama 500 in ways they have never before. Tinder is a social networking and online dating application that allows users to swipe on singles in their neighborhoods based on their photos and shared interests. After being “matched,” the two can exchange messages. At the event, we will craft a new experience for the Tinder users by sending wristbands to the ticket holders to wear at the race. This wristband gives them access to the infield Tinder Tent and into the Tinder Seat Section in the grandstands. These tactics provide the attendees with the chance to mingle with other Tinder users while also giving them a sense of community.

STRATEGY OVERVIEW

MiLB

This strategy raises awareness to the Alabama 500, while simultaneously giving our target audience an authentic race experience away from the track. In our research, we discovered that people who are aware of and like NASCAR, also are very well-versed and often attend MiLB games. By bringing the Alabama 500 to MiLB games, it helps to convince our target audience, with the NASCAR simulator and Garage experience trailers, that your Talladega experience is what you make it. The in-sport promotion strategy creates a Talladega Race Day experience for fans in the target cities of Atlanta, Birmingham, Huntsville, Montgomery, and Nashville. Earned media will be utilized in each of our target cities’ news stations to promote the insport promotion’s presence.

LAP #82

STRATEGY OVERVIEW

THE ROAD TRIP

SEATGEEK

SOCIAL COMPETITION

The SeatGeek partnership is a strategy that enhances the Alabama 500 attendee’s experience. Our research revealed that the luxury and comfortability of race day are features racegoers look for. The SeatGeek partnership is designed to motivate our target audience to purchase tickets to the Alabama 500 by providing these sought after features. With exclusive offers through SeatGeek, attendees are able to attain a premium package for the “SeatGeek Grander-stands” in which ticket holders will receive stadium seats and other promotional items. These sections will be roped off, including a private catering service to enhance this package, along with the option to stay at Hotel Indigo in Birmingham with shuttle transportation to and from Talladega.

The microsite and social media competition is a strategy designed to generate awareness, provide information, and enhance the overall online presence of the Alabama 500. Ultimately, increasing online access to the Alabama 500 will augment consumer relationships with the brand. In our research we learned that many respondents had trouble finding information about the playoff race, trouble purchasing tickets online, had questions about the amenities, or wanted to know where they would lodge if traveling extended distances to Talladega. This microsite will be specific to the Alabama 500 and will include all information consumers need about the race, amenities, purchasing tickets, directions, hotels, road trip, and host the social media competition. We will monitor the traffic to the website to evaluate the success of the platform.

LAP #83

â&#x20AC;&#x153;You Belong Here.â&#x20AC;? 30 Second Television Commercial

Black screen 1 SEC. Hard cut to a panover of the track. Soft sounds of a roaring crowd. .

Sound of a gearshift. Noises intensify over the next line. Panover of crowd.

Hard cut to Life of the Party cracking open a cold can of Busch in the infield.

ANNCR: Traditions.

ANNCR: Whether you build them or bring them, traditions are what make experiences great. .

ANNCR: If you're cracking a cold one, and blasting your classic rock anthem in the infield.

Hard cut to the Gearhead enjoying Iron Alley in the Garage Experience at Talladega with his son.

Hard cut to the rising Executive talking with his buddies in the grandstands as the race is happening.

Hard cut to a group of young adults in their mid twenties sharing drinks and catching up.

ANNCR: Or cruising through history with your family in the garage experience.

ANNCR: Or enjoying your annual weekend getaway from the 9 to 5.

ANNCR: Reuniting with your old friends.

LAP #84

“You Belong Here.” 30 Second Television Commercial

Hard cut to a panorama shot of the grandstands where fans are cheering and interacting with one another.

Footage of the racer’s point of view plays on the screen.

Background audio shifts into a simple nostalgic chime. Hard cut to black

ANNCR: And making new ones.

ANNCR: .

ANNCR: It’s simple.

Audio of roaring crowds, announcers narrating the final laps of the Alabama 500, upbeat music.

Visuals capturing the chaotic crowd’s energy at the Alabama 500.

Hard cut to ‘Alabama 500’ with date, website, phone number and CTA.

ANNCR:

ANNCR: You belong here.

ANNR: The Alabama 500. October 4th, 2020

LAP #85

LAP #86

30-Second Radio Commercial: You Belong Here Podcast Ad: You Belong Here

60 Second Spot Host: We’re all looking forward to this year’s Alabama 500 at Talladega Superspeedway October 4th. There’s excitement for everyone at Talladega whether it’s your first time, or you come back to the track every fall. The Alabama 500 is where you can see the best of the best compete at the longest track in NASCAR, rub shoulders with your favorite drivers in the garage, enjoy top of the line concessions, and find fun for the whole family. You know what the best part is? Tickets for the Alabama 500 average less than $30. That’s right. For a fraction of the price of a ticket to a college football game, get your family to the playoffs! Check out the microsite at www.alabama500.com to stay updated on all information about the Alabama 500, purchase tickets, take part in the social media competition, find directions, and hotel accommodations. You belong here, so join us at the track for this year’s Alabama 500 on October 4th!

You Belong Here. *Revving of car engines.* Whether you build them or bring them, traditions are what make experiences great. *Cracking a can open and subtle notes of classic rock setting the tone and pace of the audio.* If you're cracking a cold one, and blasting your classic rock anthem in the infield. Cruising through history with your family in the garage experience. Enjoying your annual weekend getaway from the 9 to 5. *Classic Rock anthem fades away and crowds cheering takes over in the background audio.*

30 Second Spot Host: Check out the Alabama 500 online at their new website www.alabama500.com to find out all the latest information on the Alabama 500 at Talladega Superspeedway October 4th. For a fraction of the price of a ticket to a college football game, get your whole family in on the fun with the best NASCAR action in the world. You belong here, so join us at the track for this year’s Alabama 500 on October 4th!

Reuniting with your old friends. And making new ones. *Fading out the background noise for dramatic effect. STILL PRESENT* It’s simple. You belong here. *Re-introducing the chorus of the previous classic rock anthem as the new background audio* Tune in to the Alabama 500 on October 4th on NBC Sports.

LAP #87

Social Media Competition Guidelines 10-Second Gas Station TV Commercial: You Belong Here Modified from the 30-Second TV commercial

*Background audio shifts into a simple chime, footage of the racer’s point of view plays on the screen. Cut again to multiple different shots of races at Talladega Superspeedway.* *Hard cut to black* It’s simple. *Audio of roaring crowds, announcers narrating the final laps of the Alabama 500, upbeat music, visuals of the crowd, winners sharing the experience with fans, capturing the energy of the Alabama 500.* You belong here. *Hard cut to Alabama 500 with website, ticket calling number, broadcast networks, and CTA.* The Alabama 500. October 4th, 2020.

LAP #88

• Post a video of yourself performing your skill as fast as you can for 16 seconds to Instagram or Facebook with the hashtag #thefastest16 • We want to see how fast you are off the track. There is no limit to the talent you choose, so get creative and have fun! • Submissions can include a single person or grab your friends, families, neighbors or pets to lend a hand! • The competition will last for 30 days, from September 1rst-30 th , 2020. • Submissions will be voted on in a public poll where fans will be able to track live voting results • The highest rated submissions at the end of each week will be featured on the front page of the website • The top 3 submissions at the end of the month will win a VIP infield experience for the 2020 Alabama 500

LAP #88

FOR IMMEDIATE RELEASE June 15th, 2020

MEDIA CONTACT Anna Autrey Campbell 123-456-7890

Baseball Fans Get A Taste of the NASCAR Experience NASCAR Partners with MiLB Teams to give sports fans an interactive look into Talladega DAYTONA BEACH, Ala. - In anticipation of the Alabama 500 scheduled for Oct. 4, the Alabama 500 brand has partnered with various MiLB teams throughout the Southeast in order to raise awareness for the upcoming race and give fans a fun, interactive way to engage with the sport. The Alabama 500 team will offer MiLB fans at various stadiums access to a fully trickedout NASCAR stock car simulator and a promotional trailer for the Talladega Garage Experience. The VR Simulator allows fans to see and feel what a NASCAR driver experiences on the track. As an added bonus, the VR simulator also allows participants to compete in a “Fastest Lap Contest '' against Ryan Blaney’s fastest lap time from the Alabama 500 race in 2019. Passes to the Garage Experience will be awarded to drivers that record the “fastest laps.” The promotional trailers will be parked outside MiLB stadiums in Birmingham, the Atlanta metropolitan area, Montgomery and Huntsville to advertise Talladega’s Garage Experience. The promotional trailers will give fans the opportunity to preview the Garage Experience — one of the newest renovations at the Talladega Superspeedway.

FOR IMMEDIATE RELEASE July 1, 2020

MEDIA CONTACT Anna Autrey Campbell 123-456-7890

Talladega Superspeedway Offers Exclusive Grandstand Experience NASCAR Partners with SeatGeek to Bring Luxury Ticket Package to Alabama 500 Attendees DAYTONA BEACH, Fla. — NASCAR and SeatGeek have partnered to create a luxury ticket package for the Alabama 500 race on Oct. 4, 2020. Included in this package is a one-night stay at the Hotel Indigo in Birmingham, Ala., a minibus shuttle service to and from Talladega Superspeedway and catered food at the race among other benefits. Other add-ons within the package comprise of access to a roped-off section within the grandstands and a tote bag found at the Talladega SeatGeek tent with a seat cushion, paper fan, water bottle and earplugs inside. As of today, only 75 packages have been made available at www.seatgeek.com/luxuryalabama500. This exclusive offer will expand on Sept. 7 when the final 25 packages are released for sale.

For more information on dates, times and locations, fans can log on to www.alabama500spec.com to learn more about the event, the upcoming race or other Alabama 500 promotions and partnerships.

“NASCAR’s and SeatGeek’s goal is to create the most comfortable, hassle-free race weekend we can for new and old fans alike. With this package, we hope the Alabama 500 this year will be one to remember,” said Matt Nordby, NASCAR’s Senior Director of Broadcast and Industry.

About NASCAR NASCAR was conceived in 1947 at the Streamline Hotel in Daytona Beach, Florida. Bill France Sr. organized a meeting to discuss the future of stock car racing. It was then the National Association for Stock Car Auto Racing was officially created. Today, NASCAR has moved beyond the Strictly Stock Division, and it has evolved into now what is known as the Monster Energy NASCAR Cup Series. After a modest beginning as a small organization in Daytona Beach, NASCAR is now one of the most popular sports in the world. NASCAR cars were originally driven off the street and onto the track, but with technological advances, the cars were changed. Not only are today’s racing machines more advanced; they are also safer than ever.

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LAP #89

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LAP #89

FOR IMMEDIATE RELEASE July 1, 2020

MEDIA CONTACT Anna Autrey Campbell 123-456-7890

FOR IMMEDIATE RELEASE August 10th, 2020

MEDIA CONTACT Anna Autrey Campbell 123-456-7890

Talladega: the Newest Addition to Tinder Festival Mode

NASCAR Fans to Take Off on a Race to Alabama 500 NASCAR and Southern Living Partner to Offer a Rich Travel Experience to Talladega

DAYTONA BEACH, Fla. — NASCAR and Tinder have partnered to create a unique experience leading up to and during the Alabama 500 race on Oct. 4, 2020. This partnership will be two-fold. Months prior to the race, Talladega will be a part of Tinder’s festival mode that will allow race-goers to connect with others intending to attend Talladega. At the race, there will be a specific infield tent as well as a designated area in the grandstands for those who signed up to connect with other singles at Talladega.

DAYTONA BEACH, Fla. — NASCAR announces sponsorship with Southern Living to promote the travel experience to the Talladega Superspeedway for the Alabama 500 in October 2020. NASCAR will release an Alabama 500 sponsored ‘road trip’ in August 2020 leading up to the Alabama 500 race in hopes to increase attendance of the race.

The partnership with Tinder will allow those fence-riders to be encouraged to attend the Alabama 500 through seeing the number of singles on Tinder with Talladega Festival Mode activated. This Festival Mode will include a frame wrapped around each picture of the attendee’s profile reading. This Festival Mode will be appropriately named “Race Mode.”

The road trip will highlight restaurants that are community staples on the way to the Talladega Superspeedway from Atlanta, Nashville and Birmingham.

NASCAR Partners with Tinder to Create a Unique Way to Experience the Alabama 500

Tinder’s partnership will extend to the race itself through the use of a tent, DJ and food and drinks for attendees that sign up prior to the race; this partnership will also extend to a designated part of the grandstands. This experience will connect Tinder users with individuals they matched with prior to the race as well as other singles using the app. The Tinder tent and grandstands area is open to anyone that has signed up for Tinder and gone into festival mode, so racegoers can gain access without having been aware of the app or festival mode prior to being at the Alabama 500. “This will not only be a unique opportunity for Tinder and NASCAR, but also for the fans that experience the tent and grandstands area,” said Tinder representative Agatha, “We pride ourselves on connections, and this partnership aims to connect many at the Alabama 500.” About NASCAR NASCAR was conceived in 1947 at the Streamline Hotel in Daytona Beach, Florida. Bill France Sr. organized a meeting to discuss the future of stock car racing. It was then that the National Association for Stock Car Auto Racing was officially created. Today, NASCAR has moved beyond the Strictly Stock Division, and it has evolved into now what is known as the Monster Energy NASCAR Cup Series. After a modest beginning as a small organization in Daytona Beach, NASCAR is now one of the most popular sports in the world. NASCAR cars were originally driven off the street and onto the track, but with technological advances, the cars were changed. Not only are today’s racing machines more advanced; they are also safer than ever. ###

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“We want people to start having the ‘Talladega Experience’ the minute they leave their front door,” said Matt Nordby, NASCAR’s Senior Director of Broadcast and Industry. With the purchase of a ticket from the Alabama 500 road trip web page, www.alabama500spec.com, fans can also print a sleeve of coupons for the restaurants featured on the road trip. To further enhance the road trip experience, NASCAR is also partnering with popular GPS app, Waze, for the Alabama 500. Users will have the option to change their Waze icon to a race car on the day of the Alabama 500. Waze also allows users to chat with other users. About NASCAR NASCAR was conceived in 1947 at the Streamline Hotel in Daytona Beach, Florida. Bill France Sr. organized a meeting to discuss the future of stock car racing. It was then that the National Association for Stock Car Auto Racing was officially created. Today, NASCAR has moved beyond the Strictly Stock Division, and it has evolved into now what is known as the Monster Energy NASCAR Cup Series. After a modest beginning as a small organization in Daytona Beach, NASCAR is now one of the most popular sports in the world. NASCAR cars were originally driven off the street and onto the track, but with technological advances, the cars were changed. Not only are today’s racing machines more advanced; they are also safer than ever.

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LAP #90