From The Classroom

...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.

Creative Brief

Client: Porsche Track Experience

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.

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.

Objective

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

Creative Brief

Client: Porsche Track Experience

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.

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).

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 accommo- date 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.

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.

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.

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.

Winning the Race