Contents Meet The Crew
1
Our Own Class
2
Navigating Speedbumps
5
Situation Analysis
Challenge
From The Classroom... Research
...To The Track
The Strategy
Creative Brief
New Recruits
10 14
18
Target Audience
Winning The Race
21
Executions The Road Ahead
Future Recommendations
33
Meet Our Crew
Madeline Oster Account Executive
Kaitlen Kelly
Sierra Middleton Art Director
Kristin Jones
Project Manager
Giulia Carlton
PR Specialist
Ryan Kessler Digital Specialist
Copywriter
McKenzie Strickland Fetch Strategist
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Our Own Class
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Overview The Porsche Track Experience (PTX) is the official driving school of Porsche in the United States, located in Birmingham, Alabama. Unlike the Porsche Experience Centers in Atlanta and Los Angeles,, it is the only place where you can go to receive specialized training from certified Porsche instructors who have years of professional driving experience. After receiving lessons in the classroom, customers will hit the track to put their knowledge to the test. With an instructor in the passenger’s seat to coach them through each turn, the students are able to drive like a pro by the end of the day. This is a riveting experience for anyone who has a passion for the thrill of the road, and the added benefit of world class instruction makes it a uniquely special opportunity to experience Porsche.
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Executive Summary Challenge: The challenge was that the Driven Youth Potential audience that Porsche identifies as consumers ages 18–29 is very familiar with the parent Porsche brand, but they are unaware of the Porsche Track Experience and what it has to offer. Similarly, there was very low engagement with the Driven Females audience. These two audiences are most prevalent on Instagram, but PTX lacks a cohesive social media presence, leading them to miss out on an opportunity to appeal to these consumers and set PTX apart from the other Porsche Experience Centers in L.A. and Atlanta.
Navigating Speedbumps
Strategy: 91% of the Driven Youth Potential audience values outdoor experiences, and 69% subscribe to both adventure blogs and the established Porsche global brand. The interests of the target market lay the foundation for PTX to connect with them and we have created a cohesive virtual voice for PTX in order to communicate all they have to offer. We implemented more photos and videos of customer interaction, highlighted the world class instruction, generated more stylized and dramatic content to appeal to the Driven Female audience, and scaled back on photos that solely displayed the Porsche vehicles themselves, ultimately creating a new image for PTX that properly conveys the full experience, setting PTX apart from their parent brand.
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Situation Analysis
Situation Analysis
Strengths:
Weaknesses:
Brand name recognition
High Cost
Global parent brand
Geography/location
Brand is deemed luxurious and exclusive
Low rate of returning customers
Experienced and highly qualified instructors
Porsche releases new cars/models every few years
AMG Driving Academy They have multiple track locations, similar to Porsche Experience as a whole. AMG’s Atlanta track is 2.54 miles, 12 turns compared to PTX/ Barber Motorsports’ track being 2.38 miles long with 16 turns. Their Performance Training Program is the same as PTX’s one day course; both courses teach customers the same things, just tailored to that car brand. AMG’s program is $95 more expensive.
S.W.O.T
Low awareness of PTX among target audience
Opportunities:
Threats:
Increasing buzz around sport–auto industry
Environmental concerns
Driven Youth values experiences over material things
Trending towards U.S. economic recession
Influencer culture and partnerships with brand
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Competition
BMW Performance Driving BMW’s M School is the same as PTX. When you compare the 1 day driving school from both PTX and BMW’s M School, they offer the same services, but BMW’s program is $450 cheaper. Both websites/ brands describe their program packages in similar wording (down to certain phrases).
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Situation Analysis Competition
The Challenge Our team’s challenge was to bring the exhilaration of going from 0 to 60 mph in a top–of–the–line Porsche 911 to PTX’s social outlets. In the past, their Instagram was bogged down with infrequent photos of PTX’s fleet of cars, similar to images that could be found by a simple Google search. Our team was challenged with bringing a youthful and bold image to our client’s social media in order to appeal to a new target audience of college–aged students while increasing posting frequency and engagement to increase Instagram’s reach.
Corso Pilota: Ferrari Official Driving Course Offers a 2-day experience that includes classroom learning and course instruction. The price is around $16,000 including travel and hotel expenses.
Internal Competition Porsche experience centers around the U.S. Differentiating the difference between PTX, PEC ATL and LA.
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Research Insights Our research goals were to gain insights on the emerging target market of driven youth potential consumers, better understand the social media habits of this target audience, and gather information to aid in PTX’s decision on whether or not to preserve the Birmingham location’s off-roading track. A survey was designed and distributed to gather this information. Over a one-month period, 187 people participated in our survey. 76% of participants were college aged students 18–22 and 24% were part of Gen Z. We found that 72% of those who took our survey had never heard of the Porsche Track Experience, which we saw as an exciting opportunity to increase our reach amongst this age group via social presence. Additionally, 79% of participants reported that they already follow brands that are out of their price range, meaning that they would not be entirely turned off to being a “fan” of PTX despite not being able to purchase the experience.
From the Classroom... Porsche 10
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Research Findings
83% are active watchers of Youtube logging in at least 3 times a week
91% cherish outdoor activity
69% subscribe to adventure or travel bloggers 79% follow brands out of their price range
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...To The Track
The Strategy In order to reach our target markets of females and driven youth potential, specifically ages 18–29, we needed to give the Porsche Track Experience’s social media content a more cohesive and pleasing aesthetic. We captured new photography and videography of Barber Motorsports Park in Birmingham, featuring action shots of participants being instructed during their experience and vehicles maneuvering around the track. We also made changes to the PTX Instagram profile, implementing stylized Highlight cover images and an updated page biography. These changes gave the profile a more official look and resulted in the page appearing to be more visually intriguing.. We created social media content calendars with themed posts and interactive opportunities that encourage higher engagement with PTX’s followers. These posts include “Meet the Crew Mondays”, “Wallpaper Wednesdays”, “Throwback Thursdays” and holiday-themed posts. To boost engagement, we suggested merchandise giveaways and the use of interactive Stories, such as Q&As and polls. We also wanted to post more video content to PTX’s feed, so we edited our footage into 6-8 second “hype video” clips to appeal to our younger audience and get them interested in the experience.
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Creative Brief
Creative Brief
Key Fact PTX offers a unique, professional, hands–on experience of Porsche like no other. It is the one and only official Porsche driving school in the U.S. taught by world-class instructors.
Insight The target market is highly active on social media and prefers personal, experiential material such as POV content like vlogs. They are also loyal to brands and acquire a sense of status based on the brands they follow.
Problem Low engagement on social platforms due to an infrequent posting schedule, under-utilization of engagement features (IG Stories) as well as because the current target audience is only older men.
Promise Give you control of the wheel to conquer the track like a professional racecar driver in the most intimate setting possible in the most prestigious Porsche models (or at least allow you to see this experience via social media).
Objective
Support Show images and videos of PTX and provide background information about the expert instructors that work with you during the experience. It is also important to highlight the instructors’ experience working the track and how they best accommodate the customer. We want viewers to feel like they know PTX inside and out through getting to know the people who make it possible as well as the customers that have the experience of a lifetime.
Client: Porsche Track Experience
Grow awareness of the PTX brand among target markets Gain 300+ followers on the PTX Instagram account by the end of the semester. Have the PTX account post more frequently Increase engagement with PTX audience on social media Target Young people, 18–29 Women, 20–60
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Client: Porsche Track Experience
Tone Perseverance–arriving to the track with no prior driving experience, conquering your fears, training hard, and ending the day in the driver’s seat bringing it all to life.
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New Recruits
Target Audience Primary Audience: Driven Youth Potential
Miles, 20 Miles is a 20 year old marketing student at Boston University. He is also a photographer on the side and prides himself on his great sense of fashion and fine taste. He enjoys bike rides and hanging out with friends in local coffee shops. Miles loves the fancy, sleek look of Porsche and hopes to drive his own one day. Until then, he admires Porsche and other luxury brands via social media, where he loves to interact with fellow enthusiasts in the comment section or by reposting photos on his Instagram story.
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Winning the Race
Target Audience Secondary Audience: Driven Females
Jenny, 54 Jenny is a 54 year old stay at home mom with two college-aged sons. She lives with her husband Jeff, a wealthy banker, in the suburbs of Atlanta, GA. Jenny drives a BMW, but her husband has a 2015 Porsche 911. Jenny loves cars mainly because of the influence of both her husband and her sons, but she is mostly drawn to the luxury details like leather interiors and the overall aesthetic of high-end vehicles. Jenny loves taking weekend trips with her husband, especially to PTX to ride in Porsche cars together and go visit their son at the University of Alabama while they are in the same state. She is savvy on Facebook and Instagram and updates her status almost daily, so she loves getting awesome shots at the PTX to share with her friends and family.
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Photography With the objectives of awareness, engagement, and increasing posts and followers in mind, the fall photoshoot captured imagery that appeals to each of the target markets. These images will be used to enhance PTX’s Instagram presence. In the fall, the photography team focused on capturing images in a few different categories. Due to the season, fall foliage beauty shots of the different cars in the fleet was a major focus. These images provided bright, saturated colorings which show off the different course offerings and will stand out on social media. Focusing on the driven female market, there was a focus on capturing details of the interior and exterior of different vehicles. To capture both markets, there was a focus on capturing interactions between customers as well as between customer and instructor.
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Videography During the fall photoshoot, the videography team captured numerous clips which were able to be edited together for multiple purposes. Video will be an important visual aspect to PTX’s brand, particularly for the driven youth potential market for which 83% are active watchers of Youtube. With the clips that were captured, a hype video was edited together with the intention of being posted to a future YouTube channel or IGTV, both popular platforms for our target market. Additional clips were compiled into short, less than 10 second videos for use on PTX’s Instagram feed. After testing a few clips for engagement and impressions, implemeenting these clips on a more regular basis should prove to be effective in reaching more of the target audience.
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Instagram Revamp In order to appeal to the target audience more effectively, it is suggested for PTX to utilize a new profile image, new bio statment, new highlight covers, stories, imagery and captions to increase followers and overall engagment. New Profile Image Those who frequent social media value knowing that the profiles they are looking at are legitamate, especially when it comes to businesses. In order to establish this, a new profile image including the logo or PTX will enhance trust of current and future followers. New Bio Statement Updating the PTX Instagram bio was a key factor in eliminating confusion about the legitimacy of the account as well as what the PTX really is. Because PTX is unable to verify their account, we reworded their biography to include keywords such as “official” and changed the overall tone to sound professional and elite. New Highlight Covers Highlight covers are a great way for PTX to showcase their highlighted content for potential new followers to see and understand what the page is really about. With trendy, solid colors, these new covers will enhance the overall look of the feed without distracting from the bio or images. Stories and Highlights These instagram features are a great way to increase engagement. Story graphics such as questions and ratings will allow followers to interact with the brand and “Wallpaper Wednesday” posts will allow followers to keep a part of PTX on their phone at all times.
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Posts and Captions The captions have evolved to include more hashtags in order to generate engagement on their Instagram posts. We are also focusing more on the human side of the Porsche Track Experience, so the content of the photos and captions will be more relationship–centric.
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Expanded Highlight Covers
Interactive Stories
Cohesive, Branded Profile
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Highlight and Story Images
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Instagram Information Card Since the current customer demographic tends to be middle aged adults, 50 and over, not many PTX customers will be familiar and comfortable using social media. With this clear and concise guide to posting on Instagram, our PTX clients will be much more comfortable maintaining a relationship with PTX on social.
Press Release Eliminating Single–Use Plastics
This press release discusses the first phase of PTX’s new environmentally conscious initiative, which is eliminating plastic water bottles used at the Birmingham facility. The eventual goal is to make changes that will positively impact the health of the environment, while also providing a luxury, high–class experience. Media outlets to target: Atlanta Magazine, TheDrive.com, TopSpeed.com, Autobahn Adventures
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Press Release Heritage Gallery
The Road Ahead
This press release announces the 20th anniversary exhibit, which is an expansion of the typical museum. The Heritage Gallery is located in Porsche Experience Center in Atlanta. The exhibit will run from late February to August (6 months total). This press release will speak to the perserverance of Porsche and PTX and highlight relationships and connections to the community. Media outlets to target: Atlanta Magazine, TheDrive.com, TopSpeed.com, Autobahn Adventures
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Future Recommendations PTX Facebook Page: We believe that an active presence on Facebook could help guarantee top-of-mind awareness amongst the Drive Now audience. It would also be a great way to provide more information in length, such as the Meet the Crew Monday posts. A Facebook would only further the interaction PTX could have with their customers and potential audiences. PTX Youtube Channel: A Youtube channel would be a great way to illustrate the experiential essence of PTX that the driven youth potential values. Some advantages to creating and maintaining a Youtube channel include: a more personal feel and connection, ability to showcase much more than an Instagram post, better communication how the experience works, able to showcase an in-depth look at the facility, opportunity for customer testimonials and perspectives, ability to follow the perseverance story, subscribers will be notified about new content, and viewers can share the video on other platforms. Ideal Social Media Posting Schedule: We are recommending that PTX posts on multiple platforms at least twice a week, and ideally three to four times a week. By posting more content consistently, PTX will generate a more balanced algorithm and be exposed to more users. We are also recommending that PTX posts in order of one shot of customer interaction, then one beauty shot, then one action shot to create a more cohesive feed on Instagram, while incorporating some video footage and posting stories regularly. We are also recommending utilizing the tool Hootsuite to easily schedule posts. Instagram Location Tag: Utilizing location tags on Instagram drives more engagement and interaction. Changing the location tag to specifically say “Porsche Track Experience� would also eliminate any unnecessary confusion about where the track is located and what PTX really is.
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