Porsche Track Experience by Talking Dog Agency

PORSCHE TRACK EXPERIENCE TALKING DOG CAMPAIGNS BOOK

2018-2019

TA B L E O F C O N T E N T S

PIT CREW...............................................................

BACKGROUND........................................................ 4 MISSION STATEMENT...........................................

EXECUTIVE SUMMARY........................................... 7 SWOT ANALYSIS....................................................

CREATIVE EXECUTION..........................................

RESULTS................................................................

CONCLUSION.........................................................

FUTURE STEPS....................................................... 45

THE PIT CREW

D AV I D FELDMAN ACCOUNT EXECUTIVE

A U S T I N SPRAGUE

J A C K I E PRINE

ART DIRECTOR

E L I Z A B E T H C A L L AWAY

PROJECT MANAGER

FETCH STRATEGIST

A L E X CHA

H A L E Y KING

PHOTOGRAPHER

DIGITAL SPECIALIST

Formerly known as the Porsche Sport Driving School, the Porsche Track Experience is one of the most prestigious driving schools among motorsport enthusiasts. Located just outside of Birmingham, Alabama, PTX lives on the renowned Barber Motorsports Park. Drivers are offered both beginners and advanced leveled courses with a team of world class driving instructors. Drivers are offered a variety of instruction options including one to four day precision and performances courses. More advanced drivers are invited to attend Masters courses with the opportunity to acquire a competition race license. The drive experience allows drivers to experience the ultimate adrenaline rush on a race course designed for speed. PTX is perfect for those who want to become more efficient and safe drivers as well as those interested in entering formal racing.

Welcome to the experience of a lifetime.

M I S S I O N S TAT E M E N T Through our content, we want to create interactive social media accounts by inspiring the existing and future Porsche community through a genuine experience.

EXECUTIVE SUMMARY THE CHALLENGE:

Increase followers from 1,500 to 2,000 (33%)

T H E S T R AT E G Y:

Use the social listening tool, Crimson Hexagon, to develop an “Aggressive Strategy” utilizing the in-house content we created to increase Instagram followers both organically, and through the use of sponsored posts. We plan to accomplish this over the duration of two campaigns: “Feel Young Again”, and “Bucket List.”

T H E R E S U LT S :

Saw over 100% increase in average impressions, average reach, and profile visits. Organically gained over 250 new followers during the campaign. 8

FACTS

1999 Founded in Birmingham, AL

Participants per year

Mile course

Turns on the track

Track Instructors

Porsche Models

22 Acre multi-use facility

FAST

Particpants since 2003

Porsche Automobiles

G O T U P DAT E D T O . . .

...PORSCHE EXPERIENCE

• Name Brand – Porsche • World class instructors • Many are well respected in the driving industry world wide • World class race track • Seen as one of the best and most challenging circuits in the country • More than a driving school • Barber Motorsports Museum • Proving Grounds

• High Cost – ~$2,000 just to walk inside the doors • Limited to just driving school • Limited test-drive, ride along or motorcycle experiences

• Highlight Porsche cars used at PTX

• Other Driving school competitors

• Spec Videos

• Others offer motorcycle and off road driving schools

• Highlight PTX instructors Human interest stories • New name = new logos/ branding

• Non-driving school competitors • Lower cost and offer more than Porsche cars

• Limited presence & engagement on social media

• Capitalize on younger & female consumers through influencers

• Limited Availability

• Main consumer: 50+ white males

• Porsche cars becoming outdated by newer, more affordable, and easier to handle cars

• Target more businesses for corporate events

• Advanced driving is hard to learn

• Expand the current demographics while also bringing in more $$$

• Location

• Must plan far in advance Don’t offer free lodging for driving school participants

• Highlight Grand Bohemian/Museum • Highlight Porsche Pilot Program aka Porsche Travel Experience

• Birmingham isn’t a premier travel destination • Lack of advertisements to bring in new business

C O M P E T I T I V E A N A LY S I S

Features cohesive feed and colors, as well as high end photos and stories across both Facebook and Instagram.

Clean and cohesive Instagram feed that utilizes many day-related hashtags such as #mondaymotivation and #tracktuesday.

Present among the most used social media platforms. Their featured content consists of funny photos, professional images and interactive story content.

Provided a variety of content focusing on more than just the racecars. They utilized props at the track to boost engagement.

THE GOOD: Porsche Track Experience consistently posted professional-grade images and videos to their feed on both Instagram and Facebook. The feed featured plenty of vibrant colors to catch the eye of mindless scrollers. There was also a consistent branding across both platforms such as in the profile pictures and the biography section of the accounts.

THE BAD: There was a general lack of cohesiveness on both Facebook and Instagram feeds. We attributed this to a lack of consistent edits placed on images. Additionally the videos posted to the accounts featured lackluster title cards that took away from the dynamic action of the track. Lastly, the website URL linked to the page as well as the branding featured in their posted content, featured their former name - the Porsche Sport Driving School.

TA B L E O F C O M PA R I S O N

TA RG E T AU D I E N C E Target business professionals and sports car enthusiasts over the age of 40. 82.3% of baby boomers belong to at least one social media site.

BABY BOOMER MARKETING We also conducted research into our target audience of baby boomers and how they interact on social media with PTX as well as with competitors:

PTX • Those who post about PTX are typically males • Incorporating #porsche in their posts is very common • “Porsche Driving School” or #PSDS still gets mentioned • #PTX generates thousands of posts - ones that are unrelated to the track

COMPETITION Users frequently mention these topics when mentioning competitors’ instagrams: • The race track • The speed of the cars • That it is a “bucket list” experience • Details of the experience • How luxurious the cars are • How fun it was

Experience-seeking Baby Boomer Characteristics: • Have a desire to feel young again • Want to engage in exciting and adventurous activities • Desire for meaningful and self-fulfilling activities

Marketing Strategies: • Emphasize feelings and emotions people experience when participating • Integrate empathy, openness and honesty in messages • Use storytelling techniques • Highlight the value of the experience - to make it bigger than just the activity 19

AG G R E S S I V E S T R AT E GY The Aggressive Strategy is a 6-part plan we developed that aims to organically grow the following of the Porsche Track Experience account. Create facebook post encouraging people to follow and engage with PTX on Instagram Promote @porschetrackexperience on Porsche Website Target Key Groups Key Group 1: People that we have some type of relationship with Key Group 2: People that we have no relationship with Engage w/ Key Groups Follow back those who follow us, find accounts through relevant hashtags to follow In old posts, tag relevant accounts @porsche, @barbermotorsportspark and instructors Follow accounts that are likely to follow us back/likely to be influencers (identified from key groups)

I N S TAG R A M A DV I C E Through our preliminary research, we developed six important suggestions for running a successful Instagram account:

• Write a mission statement for your Instagram. • Become a storyteller with your grid. • Include 5 hashtags max. • Keep captions concise. • Grow engagement with your audience. • Interact with your community.

S T R AT E G I C H AS H TAG S Below are the most commonly used hashtags among our key target groups when referencing Porsche Track Experience and their competitors. This helps our campaign by showing us how our target audience is talking

MOST COMMON FOR COMPETITORS #bmw #xtremexperience #bmwperformancedrivingschool #bmwpc #m3 #ferrari #lamborghini #carporn #mpower #nascar #supercar #amgdrivingacademy #nascarracingexperience #atlantamotorsportspark

MOST COMMON FOR PTX #amg #ferrari #lamborghini #carporn #mpower #nascar #supercar #porsche #porschetrackexperience #racing #barbermotorsportspark #porsche911 #car #cars #carsofinstagram #motorsport #psds #911

CAMPAIGN #1

FEEL YOUNG AGAIN

Timeline:

February 20th, 2019 - April 30th, 2019 (subject to change)

Target Audience:

Baby Boomers; Men and Women 40+; Wealthy; Surplus of time and money; Retired; Experience-seekers

Key Consumer Benefit:

Porsche Track Experience offers an exciting opportunity for one to learn how to properly drive a selected Porsche by world-class instructors on the infamous Barber Motorsports Park race track in Birmingham, AL. Once the schooling is completed, they put their knowledge to the test and hop behind the wheel.

Goals:

Increase awareness of PTX Instagram Increase followers and engagement on PTX Instagram Increase demand of PTX

Channel:

PTX Instagram, which may also be posted on PTX Facebook page

Medium:

Photos; GIFS; Short videos

Consumer Message:

An experience that brings you back to your careless and rebellious roots. An experience that allows you to achieve your dreams of being a race car driver, owning that Harley Davidson, or participate in a street race, as speed limits on the track do not exist. An experience where age and health have no limitations. An experience that also leaves you feeling cooler, invincible and saying to yourself, “I’ve still got it.”

Tone:

Thrilling; Exciting; Adrenaline-rushing; Mr. Cool Guy; Badass; Invincibility; Fun; Carefree; Present / In the moment;

Mandatories:

Caption Geotagging “Barber Motorsports Park” Tagging instructors/featured in posts Hashtags

CAMPAIGN #2

BUCKET LIST

Timeline:

December 1st, 2018 - February 19th,2019 (subject to change)

Target Audience:

Baby Boomers; Men and Women 40+; Wealthy; Surplus of time and money; Retired; Experience-seekers

Key Consumer Benefit:

Goals:

Increase awareness of PTX Instagram Increase followers and engagement on PTX Instagram Increase demand of PTX

Channel:

PTX Instagram, which may also be posted on PTX Facebook page

Medium:

Photos; GIFS; Short videos

Consumer Message:

A fulfilling experience that they have wanted to do for years but were unable to until now. An experience that creates memories, a sense of living life to the fullest, is extremely rewarding and stepping outside of your comfort zone. An experience that also serves as a way to treat yourself and to do something fun and new solely for yourself (or with a group of friends).

Tone:

Ballsy; Grateful; Exciting; Accomplished; Proud; Fun; Present / In the moment; Happy;

Mandatories:

Caption Geotagging â&#x20AC;&#x153;Barber Motorsports Parkâ&#x20AC;? Tagging instructors/featured in posts Hashtags

IN HOUSE CONTENT Over the course of two trips to Barber Motorsports Park, we shot and edited thousands of dynamic photos and video to create content for the account. With the help of the personnel on the track we developed extensive shot lists that utilized drones and professional-grade photography equipment. While at the track we focused on capturing the program as a whole the people, the cars, the experience.

I N S TAG R A M B R A N D I N G

Above is the recommended branding for the permanent story feature on Instagram. This would tie the account together cohesively when users visit @porschetrackexperience.

PHOTO PROPS In order to motivate track students to take more photos at the track, we developed photo props and backdrops that encourage them to share their experience on social media.

ORGANIC POSTS

STORIES

WA L L PA P E R

# F L E E T F R I D AY

INSTRUCTORS

High resolution photos that followers can screenshot and use as their phone wallpaper.

Repost pictures students post from the track with the hashtag #PTXfleetfriday every Friday.

Use staff interview clips to get followers engaging with staff and getting to know them and their personalities.

TRACK

911

BIRMINGHAM

Highlights the track as a state of the art course.

Highlights the iconic 911 model on and around the track.

Showcases Birmingham and its sites as an attractive destination and part of the Porsche Track Experience.

SPONSORED POSTS + METRICS

573%

615%

316%

226%

REACH

ENGAGEMENT

749%

IMPRESSIONS

PROFILE VISITS

NEW FOLLOWERS

REACH

ENGAGEMENT

805%

IMPRESSIONS

PROFILE VISITS

NEW FOLLOWERS

TA RG E T E D S O C I A L A D S These targeted social ads are aimed at the significant others of our target audience and are meant to be distributed on Pinterest and Instagram. We found that one of our competitors, Xtreme Xperience, was able to successfully implement these ads to reach a larger audience

GUERRILLA MARKETING VR EXPERIENCE GOING THE EXTRA MILE... • Although not tasked to us by Porsche, we developed a couple guerrilla marketing campaigns they could choose to implement. • This VR experience would be featured at prominent sporting events throughout the year and would simulate the thrill of taking a hot lap at Barber Motorsports Park. • We chose these event locations because the members of our target audience are likely to be in attendance. After experiencing a hot lap in virtual reality, participants would be prompted to sign up for a class at PTX.

GUERRILLA MARKETING BRANDED GERMAN BEER

Through our market research we discovered that our target audience generally makes up a large demographic of beer drinkers. To create a positive association with the Porsche Brand, a collaboration with local Birmingham breweries to develop a series of branded beers would offer new possibilities for partnerships that would help raise awareness for PTX. We would hope to feature these craft beers at the partner hotel The Grand Bohemian, as well as the VR Experience featured at prominent sporting events.

PORSCHE TRAVEL EXPERIENCE

After our successful work with PTX was noticed by Porsche Headquarters, we were given the additional responsibility of creating content calendars for the Porsche Travel Experience USA Instagram account. In addition to the content calendars, we created branding executions that included mock ups and tour announcements.

PTE BRANDING These are mockups of tour announcements posts to be put on the @porschetrackexperience and @porschetravelexperienceusa accounts.

The executions on the left highlight the current branding for Porsche Travel Experience. The executions below feature the redesigned branding we created to match the scenic backdrops of the tours.

METRICS

Data derived from Crimson Hexagon and Instagram Insights

Organically gained over 250 unique followers Increase in Average Impression per post Increase in Average Reach per post Increase in Profile Visits Best months saw an average of 7.0 in Engagement 42

We successfully created and executed nine months of social media content and strategy that saw significant increases in key performance metrics. We are proud to have inspired the existing and future Porsche community through a genuine experience.

F U T U R E R E C C O M E N DAT I O N S • Post 2-3x per week • Post 4-5 hashtags per copy • Geotag “Barber Motorsports Park” in every post • Fluctuate between Picture and Video posts • Sponsor posts bi-weekly • Verify @Porschetrackexperience on Instagram • On our posts include: 5 MAX #porsche campaign tagline #PTXBham (specific to us) type of porsche (if it’s in the pic) #porschetrackexperience #PTXFleetFriday 46