“Why We Ride” Campaign

Alexis BarrancaBlair Bolton

Valerie Cashin

Mary Ellen DixonMorgan Gamble Robyn Greene

for FOX Sports 1 and NASCAR

Presented by:

Table of Contents

INTRODUCTION 2

EXECUTIVE SUMMARY 4

RESEARCH 8

A. The Clients 9

B. The Situation 12

C. Key Publics 14

PLANNING 16

A. Goals and Objectives 17

B. Strategies and Tactics 19

C. Key Public and Key Message 20

D. Theory 21

E. Expected Results 24

IMPLEMENTATION AND CAMPAIGN MATERIALS 26

EVALUATION 64

A. Campaign Strengths 65

B. Campaign Weaknesses 67

C. Measurement of Success 69

APENDICES 70

A. Survey Results 71

B. Works Cited 84

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INTRODUCTION

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NASCAR and FOX Sports 1 have come together seeking a campaign to promote 10 Days

of Thunder. This proposal contains the ideas for the “Why We Ride” campaign, which is focused

on the stories behind the racing that have yet to be shared. After careful research, the planning,

implementation and evaluation stages have been outlined. This led to the creation of a

comprehensive campaign that promotes the 10 Days of Thunder with a newly transformed

racing brand. This campaign also excites fans for the new programming being offered by FOX

Sports 1.

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EXECUTIVE SUMMARY

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“Why We Ride” is a campaign designed to tell the untold stories of NASCAR through the

people to whom it means the most: drivers, pit crew members and sponsors. Through telling

the compelling stories of the previously mentioned people along with user generated stories,

the campaign will gain authentic and organic life. With this, the campaign sets sights on raising

awareness for NASCAR and FOX Sports 1 leading up to the 10 Days of Thunder featured on FOX

Sports 1 in May of 2015.

For far too long, the NASCAR name has been associated with the partying lifestyle

Millennials buy into, but Generation X rolls its eyes at before turning the channel. The “Why We

Ride” campaign is designed, not to take the fun aspect of the racing lifestyle away, but to

enhance its character by introducing the authentic stories that motivate racers to race and

sponsors to sponsor. It seeks to meet the targeted public of both males and females between

the ages of 18 and 35 by combining the fun NASCAR currently portrays with the emotional

connection that is missing.

This written proposal goes through the life of the campaign, beginning with the research

of the client, the situation and the publics. Information regarding the planning associated with

the ”Why We Ride” campaign details the goals and objectives as well as strategies and tactics

necessary to achieve the end goal of the campaign. A detailed explanation of the theory on

which the campaign is based on is also included, which provides the details of the academic

nature of the “Why We Ride” campaign.

The most extensive subsection included in this written proposal is implementation. This

section includes any and all campaign materials necessary for the execution of the “Why We

Ride” campaign. These materials include anything from a sample pitch letter to thorough

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packaged social media materials essential to the success of the campaign. Finally, the necessary

information regarding the evaluation of the campaign can be found within this proposal. The

evaluation section details appropriate ways to deem the “Why We Ride” campaign a successful

effort in rebranding NASCAR.

Drawing from the fun environment accessible to the NASCAR brand, this campaign

proposes the main element of “Why We Ride” to be a three-city concert tour featuring Tim

McGraw and Sam Hunt. These events are set to take place the month before the 10 Days of

Thunder event in May of 2015, and are the kickoff to the “Why We Ride” campaign. Much of

the campaign materials package was created with the concert events in mind, using the events

as a place where the key message could be shared on a large screen to a large audience of

people.

Social media will be used not only to promote the concerts, but also as a way to

motivate the key public to “like” and “follow” FOX Sports 1 on different social media platforms.

A virtual battle of the bands has been conceptualized to select the opening band for each city’s

concert event. The virtual battle of the bands will attract traffic to the social media platforms by

allowing members of the public to choose which local band they want to see on stage before

the headliners at each city’s concert.

Additionally, this campaign proposes a plan to retain followers for FOX Sports 1 by

issuing a social media contest for two tickets to the NBA Finals, which are broadcasted on the

FOX Sports 1 network. In order to be entered to win, users must “follow” the FOX Sports 1

account and use the “#WhyWeRide” hashtag.

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This campaign is designed as an effort to streamline viewers to FOX Sports 1 for not only

NASCAR viewership, but also for extended sporting events broadcasting. It is also designed to

promote 10 Days of Thunder and NASCAR through increased communication with the public.

But most importantly, “Why We Ride” is about the untold stories that are waiting to be shared.

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RESEARCH

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A. The Clients

This campaign was unique in that it offered two distinct clients to be catered to

throughout one campaign. In an attempt to satisfy both FOX Sports 1 as well as the National

Association for Stock Car Auto Racing (NASCAR), this campaign focuses on establishing a brand

that represents the history of NASCAR, while promoting FOX Sports 1 as an exclusive provider

for racing entertainment. In efforts to better understand both entities, extensive research was

conducted on each client.

NASCAR was officially established in February 1948 and the organization boasts 66 years

of racing. Over the last 30 years, the association has developed into a sport sponsored by

nationally recognized companies, such as Coca-Cola and Visa. The endless sponsorships are a

representation of the impact that the NASCAR brand has on our nation. According to Adweek, a

primary sponsorship in 2013 ranged anywhere from $5 million to $35 million.

The association began with the goal to regulate racing standards and rules for each race,

a shift from the once unregulated racing rules. The first NASCAR race was held at Charlotte

Motor Speedway in North Carolina, an annual competition that remains one of the top

televised races. The first 600 race was held at the new Charlotte Motor Speedway on June 19,

1960 and was named the World 600. 2015 will be the 56th production of the storied race.

NASCAR boasts annual revenue of $3.1 billion. However, NASCAR is unfortunately

seeing a continual decline in attendance at races. In 2005, NASCAR estimated attendance for

the Sprint Cup races as 4.67 million, but in 2012 the total was 3.52 million. It is for this reason,

sufficient campaign efforts must be made to attract viewership and boost ticket sales for the

association.

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In regards to FOX Sports 1, the network is a relatively new name. The official launch of

the sports broadcasting channel occurred in August 2013. The channel, previously known as

Speed Network, introduced new coverage to what the previous niche channel was able to offer.

The channel exists as the FOX Sports Media Group’s response to ESPN.

Currently, the main goal of the organization is to continue growth and become

competitive in becoming households’ main sports provider alongside entities such as ESPN and

CBS. This growth has been made possible by the aggressive nature FOX Sports 1 showed in its

discussion and contracts with major cable companies, the brand awareness which was

increased through several tactics including television, online and social media platforms, as well

as FOX’s dedication to securing content which would engage and entertain its viewership.

Within the first month of launch, the network saw a positive shift in its viewership

statistics. Overall deliveries increased by 29 percent, and males ages 18-49 deliveries were up

49 percent. By extension, the network shaved seven years off from the median age of viewers

than that of the Speed channel which preceded it, bringing the median age to 45.

In August 2014, the network released records detailing its largest weekly audience since

March. The channel, which just passed its one-year anniversary of launch, boasted 13.8 million

viewers. This was the network’s ninth-best weekly report providing evidence for the longevity

of the network.

One month later, the network released its 2015 Sprint Cup race schedule. This

programming saw an increase of 45 percent above its launch to date average, and out-scored

NASCAR America viewers by 74,000 viewers. This is positive information for the campaign,

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showing not only the longevity of FOX Sports 1 as a major sports entertainment provider, but

also information regarding the benefit of a NASCAR and FOX Sports 1 relationship.

While ESPN is more than 30 years FOX Sports 1 senior, it is a more than capable

competitor for the network owned jointly by the Walt Disney Company and Hearst Corp.

Offering viewers more opportunities to watch National Football League, Major League Baseball,

NCAA Football, Ultimate Fighting Championship, Soccer, National Basketball Association and

National Hockey League events, it appears that FOX Sports 1 is not going anywhere anytime

soon. For this reason, this campaign seeks to establish viewership for the network that does not

solely pull from the existing NASCAR fan base, but also pulls viewership from all sports fans and

streamlines them into dedicated viewers of all that FOX Sports 1 offers.

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B. The Situation

The NASCAR brand is a well-established association. A thorough analysis of the brand

established the foundation on which this campaign is built. The multitude of information

discovered through a SWOT analysis revealed a healthy environment in which to launch a

campaign.

Among the strengths NASCAR’s brand is able to provide is the financial health of the

association. With a multitude of corporate sponsors, the association has the financial capability

to launch a comprehensive branding campaign. In addition, the partnership with FOX Sports 1

brings new personalities with presence to increase the popularity of the sport. On the other

hand, the association does face weaknesses including a lack of global presence and

controversies regarding fuel consumption, emission and pollution. These weaknesses may not

be able to be completely removed by the campaign, but the campaign contains efforts that will

promote the brand and divert focus from these weaknesses.

While NASCAR is currently facing aggressive expansion by F1 racing, the opportunities

presented to the association are extensive in nature. This campaign seeks to rebrand NASCAR

and tear down the stereotypes that are wrongly associated with the sport. By pulling from all

areas of the sport and showing viewers the purpose behind NASCAR, this campaign is designed

to actively combat negative stereotypes with the positive reasons why drivers, sponsors, crew

members as well as others are associated with racing with the “Why We Ride” campaign.

The campaign was tasked with the challenge of satisfying two clients. To accomplish this

requirement, this campaign takes on the image of a branding campaign which contains a

concert event within it. FOX Sports 1 and NASCAR must continue to establish a sense of

community with their fans. A majority of this responsibility falls into the hands of the drivers,

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due to this situation a large portion of the “Why We Ride” campaign is focused on branding

NASCAR drivers.

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C. Key Publics

The goal of this campaign is to focus on increasing the fan base and viewership of

NASCAR of both males and females within the age range of 18 to 35. According to the 2010

census there is a larger percentage of women than men in the United States and the population

of the younger generation has seen a slower growth since 2000. However, the percentage of

those between 18 and 44 is the largest of any age range in the country at 36.5 percent.

The majority of our target public falls into the ‘Generation Y’ or Millennials Generation.

This generation was born from the early 1980s to the early 2000s. Millennials are notorious for

being tech-savvy and well connected. With such interests, there is a general decrease in face-

to-face communication skills among this generation. Because of this decrease in face-to-face

communication, the group is often marketed to through social media or any type of screen -

computer, television, smart phone apps, etc. The group is known for desiring instant

gratification and being short on patience. Also known for being entitled, there tends to be a

negative connotation associated with the generation and its work habits.

Social media is devoured by Millennials. This consumption is a defining characteristic of

the generation. This is the generation of numerous outlets for expressing feelings without being

face-to-face through such means as selfies, blogs and Facebook. Social Media has become the

primary way to reach the generation and it has the added bonus of being a free way for

companies to advertise. Millennials have made the world more connected and have made

millions doing so.

The NASCAR brand perception among the target audience between 18 to 35 year olds is

one of indifference. Referencing Appendix B one can see that 95% of the target audience

answered that they choose to not follow NASCAR on social media accounts because they were

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uninterested in the company. This could be due to the reputation NASCAR holds in the minds of

our target audience, as our survey results found in question number 13.

Similarly, an overwhelming amount of this key public also responded that they were not

attending races. The behavior of the individuals in this age group shows a general disinterest for

the association. Drawing conclusions based on the results from the pre-campaign research

shows NASCAR and FOX Sports 1 must make a change through new marketing strategies to

establish an active audience within their target public. The “Why We Ride” campaign aims to

improve NASCAR and FOX Sports 1 in those areas.

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PLANNING

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A. Goals and Objectives

As an extension of the key message, this campaign was designed with one goal in mind;

to increase the target audience’s following of NASCAR and FOX Sports 1 by rebranding the

racing association. After extensive research, it was clear that this campaign’s overarching

purpose needed to be focused on rebranding the public’s perception of NASCAR.

The objectives associated with the campaign revolve around viewership and social

media presence. Our research found that our key public was constantly reached through the

effective use of social media and television advertisements. This led to the formulation of

objectives attached to social media, the concert event attendance and television programming

viewership.

The first objective this campaign seeks to achieve is to increase FOX Sports 1 social

media followers by 800,000. This number was determined after analyzing the current followers

on Twitter. With the understanding that the social media team at FOX Sports 1 is fairly new, our

team created strategies and tactics that could boost followers and land FOX Sports 1 with a

grand total of 1 million followers with our campaign.

Next, the second objective is to reach at least 100,000 people through concert

attendance. This number was reached after researching the available locations for the three

concert events, as well as the final show in Charlotte, N.C., and evaluating the possibilities of

attendance. The strategies and tactics associated with this objective dealt specifically with

raising awareness of the event.

Finally, the last objective associated with the goal of this campaign is to increase FOX

Sports 1 viewership for NASCAR related programming by 25 percent. In the first year of

broadcasting, FOX Sports 1 increased its NASCAR viewership by nearly 50 percent.

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Understanding that this number would be difficult to attain in its second year of broadcasting,

while also considering the newly acquired rights to become the primary source of NASCAR

programming led to this percent being chosen.

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B. Strategies and Tactics

To accomplish the goal of this campaign the objectives were carefully considered to

ensure that they would be both attainable and measurable. In order to achieve high results,

along with goal and objective attainment, we carefully considered both strategy and tactics.

Much like the single goal defined in this campaign, the strategy of the “Why We Ride”

campaign was to promote the history and meaning behind individuals in the racing world. This

strategy defined much of what the campaign materials would cover. To bring the meaning that

motivates individuals in the racing world to the center of this world would mean pushing aside

the current party lifestyle that the public often perceives about NASCAR.

The majority of the campaign’s materials provided within this written proposal are

geared to engage the key publics with drivers and sponsors of NASCAR. For example, numerous

talk show appearances by a multitude of racers are crucial to the success of this branding

campaign. With any airtime received, it is the desire for a genuine connection with the racers to

be made. Much like the connection baseball fans have with their favorite player or basketball

fans have with theirs, the tactics of this campaign are largely about establishing meaningful

connections.

Likewise, commercials featuring hometown visits and quick blurbs to introduce a racer’s

connection with the sport are just as imperative to the success of the campaign. By extension, it

is also important that corporate sponsors like M&Ms and Clorox have ads that tell a quick

reason as to why they support NASCAR, or why they ride, to make this tactic complete.

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C. Key Public and Key Message

The goal of this campaign is to focus on increasing the fan base and viewership of

NASCAR from both males and females within the age range of 18 to 35. An overwhelming

response received during the beginning stage of this campaign was an overall negative

stereotype associated with NASCAR. It is the desire of this team to develop a message that is

able to combat this stereotype.

Leading up to 10 Days of Thunder in May of 2015, this campaign is a preemptive

branding effort, which will motivate those who once observed the motorsport to become

actively involved with the events. Designed with the concert events in mind, the “Why We

Ride” campaign is one rooted in history and purpose.

The viewers who are uninterested in racing have too often seen NASCAR portrayed as a

party with no meaning. The “Why We Ride” tour and campaign seeks to promote the purpose

and meaning that racers and associates of NASCAR have with the sport and its key publics.

The main message this campaign seeks to push out through all media is the meaning

behind racing. When William Frances first established NASCAR in 1948, the purpose of it was to

create uniform regulations for stock car races. It is now time to combat the chaos that negative

stereotypes of the sport have created, thus tainting the brand for many of those belonging to

the key audience. By taking advantage of user-generated social media formats, this campaign

has the ability to feel organic and less like marketing efforts designed by an agency.

By engaging all aspects of the NASCAR corporation, including its drivers, pit crew

members, corporate sponsors and dedicated/potential fans, this campaign seeks to voice one

clear message of purpose and meaning in every aspect of the promotion.

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D. Theory

Effective campaigns must be built upon an appropriate theory in order to establish

testable relationships between communication activities and the desired outcomes. This

specific campaign is created as an extension of the Hierarchy of Effects model, a model Thomas

Barry denotes as the series of stages between the point of unawareness of a product or brand

and the ultimate purchase or sale of a particular brand.

According to an article published by Keith Murray and Christine Vogel, the Hierarchy of

Effects model has been evaluated in response to the understanding that rarely will individuals

offer allegiance to a brand immediately upon learning of its product.

The first step in the campaign’s theory is awareness. Through this campaign’s research

process it was apparent that the public is aware of the NASCAR brand. The historical strength of

the name is backed by the plentiful corporate sponsorship of the association. However,

although awareness is the first step of the hierarchy of effects and NASCAR is rich in awareness,

this campaign has been designed to strengthen the additional steps of in this theory.

Awareness is followed by knowledge in the theory. Knowledge of the product is deeper

than just being aware that it is offered, it is gathering information that will create a connection

with the key public. A general lack of knowledge of the racers backgrounds were something

that participants noted in pre-campaign research as problematic. Appropriate tactics were

created to increase knowledge about NASCAR and its racers among our public so that we could

reach the next step in the hierarchy.

Knowledge leads to the liking stage of the hierarchy. This stage may define the period of

time when the public is aware and knowledgeable of what NASCAR has to offer, but is unsure of

how they feel about the brand. The overarching goal of this campaign is to create a brand that

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the public felt more positively about. Many of the implemented tactics are directed at the

public while they are in this stage of the purchasing process.

After a more positive feeling is created, individuals enter into the preference stage. One

unique aspect of this campaign is the aspect of two clients that needed to be satisfied with the

campaign efforts. The public targeted through this campaign has a plethora of options when it

comes to sports to watch, so this campaign is not as focused on pulling fans away from football

or baseball, but streamlining fans of other sports into NASCAR as well. A strength in this area is

that FOX Sports 1 is becoming the exclusive provider for racing entertainment. This means the

public will not have to spend time deciding which the network to watch because it is their only

option.

After the public has progressed through all of the previous stages and has elected to

prefer NASCAR and FOX Sports 1 over other choices, they enter into the conviction stage of the

hierarchy of effects model. This stage is defined as the moment when members of the public

decide they will seek out NASCAR programming and involvement with the FOX Sports 1

network. This stage is important in order for any public to progress into the final stage of

purchase, a crucial stage in the hierarchy.

The final stage in the hierarchy of effects is purchase. When visualizing the hierarchy of

effects, the purchase stage is like the top of a pyramid and thus is the smallest segment of the

public. It is obvious that as the stages progress, uninterested individuals will fall away and in the

end will only contain those who have been convinced that NASCAR is for them. The progression

will lead to the purchase of tickets to NASCAR races, the concert event included in this

campaign’s materials as well as tuning in to NASCAR programming broadcast on FOX Sports 1.

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This campaign seeks to utilize the understanding of each stage of the theory of hierarchy

of effects in order to capitalize on the maximum number of individuals in the public who are

willing to become interested in the NASCAR brand.

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E. Expected Results

The theory selected for this campaign creates a relationship between the

communication efforts and the expected results to be later evaluated. “Why We Ride” seeks to

rebrand the NASCAR association in a way that can lead the public through all stages associated

with the hierarchy of effects model. In order for this campaign to be effective, the

communication efforts detailed in the implementation section of this proposal must be

executed in a way which engages the existing members of the NASCAR community, as well as

the new members associated with the brand.

Difficulties throughout the campaign are likely, as it will not be an easy task. Active

participation on all parts is required to see a fruitful conclusion to this branding campaign.

However, once the appropriate communication tactics are completed the end goal is sure to be

accomplished.

It is expected that communication of NASCAR, FOX Sports 1 and the racing community

will be enhanced through the “Why We Ride” campaign. Many of the campaign materials

included with this written proposal are aimed at increasing communication through various

aspects. Appearances on talk shows, proposals for televisions segments and packaged social

media content all provide the public with the information they want, and need, to know about

what NASCAR means.

In the end, this campaign desires a shift in the public’s perception of the racing

association. As detailed in the goals and objectives subsection, accomplishing this goal requires

implementation of the communication tactics and tools provided in the implementation section

of this proposal.

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This campaign has set its aims high in hopes of accomplishing the necessary tasks to

rebrand a well-known entity with a new spin that will take the public from the awareness stage

to the purchasing stage little by little. These results are not expected to instantly occur, but are

expected to happen throughout the longevity this campaign offers NASCAR and FOX Sports 1.

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IMPLEMENTATION AND CAMPAIGN MATERIALS

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This section of our campaign is a comprehensive look at the campaign materials we

created to push out throughout the entirety of the campaign. We sought to create materials

that would cover a multitude of mediums to reach our key publics to promote our campaign

concert events.

Before the creation of each item, the team assessed the available media and evaluated

which forms would be most valuable to cover. This led to the decision to create campaign

materials for social media, print media, radio as well as television. It was important that we

covered the vast forms of media available to us due to the size and reach of NASCAR and

FOXSports1. We desired to create an organic campaign by taking advantage of any media

source that would allow user-generated advertisement and publicity.

By incorporating the campaign slogan, “Why we ride,” the materials were designed to

promote not only the 10 Days of Thunder event taking place in May, but also to establish a

campaign that would be able to define NASCAR in the future.

This section contains pitch letters to various media outlets, samples of radio broadcast

scripts, a magazine feature story sample, social media packaged material, sample press

releases, a contact list, an original logo and flier as well as a commercial concept created to

promote the campaign and concert events.

Before each campaign material is the specific purpose of each item. Background

information is also provided for any item that may have additional strategies connected to the

material.

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Campaign Material: Logo

Purpose: The purpose of the logo designed specifically for the campaign is to tie everything together with a visual stamp that will be seen on any materials and at every event associated with the campaign. The design is simple, and would easily be able to be associated both with NASCAR and FOX Sports 1.

WHY WE RIDE

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Campaign Material: Fact Sheets

Purpose: The purpose of the fact sheets is to list out all of the details and event specifics of the campaign and each concert on the Why We Ride Concert Tour. By doing so, the specifics are outlined and easily accessible to anyone participating in the campaign, including who will be there, what will be going on, when the events will take place and why these events were chosen.

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Nov. 4, 2014 FACT SHEET- WHY WE RIDE CAMPAIGN Who FOX Sports 1 Television anchors NASCAR drivers What Concert Tour to different NASCAR known cities Tim McGraw and Sam Hunt perform at all concerts Opening acts determined by Battle of the Bands Facebook event, specific to each town Different NASCAR drivers meet and greet at each concert Where and When Daytona, Fla., April 24, 2015 Birmingham, Ala., May 1, 2015 Indianapolis, Ind., May 8, 2015 Charlotte, N.C., May 15, 2015 Why Increase audience’s following of NASCAR and FOX Sports 1 by rebranding racing association and public perception of NASCAR Increase viewership and social media presence for NASCAR and FOX Sport 1 Increase audience’s knowledge about NASCAR’s drivers and history of NASCAR Build hype for Coca-Cola 600 in Charlotte Benefits A peek into the life of NASCAR drivers and sponsors who choose to tell their racing story Free concert for all attendees Possibility to win meet and greet passes with NASCAR drivers, major performers and local performers Possibility to win tickets to other FOX Sports 1 covered sports events Quote PR Campaigns student, Robyn Greene: “This campaign is geared to revamp the NASCAR brand and show the stories behind NASCAR.” Background on FOX Sports 1 and NASCAR FOX Sports 1 will be sole provider of televised NASCAR events beginning 2015 INFORMATION CONTACT Morgan Gamble, Campaign Manager prcampaigns4090@gmail.com

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Nov. 4, 2014 FACT SHEET- WHY WE RIDE CHARLOTTE CONCERT Who FOX Sports 1 Television anchors NASCAR drivers People of Charlotte N.C. and surrounding areas What Last concert of NASCAR Why We Ride Concert Tour Concert featuring Tim McGraw, Sam Hunt and local performer Local performer determined by Battle of the Bands Facebook event NASCAR driver meet and greet Performer meet and greet Where and When Charlotte, N.C., May 15, 2015 Why Increase audience’s following of NASCAR and FOX Sports 1 Increase viewership and social media presence for NASCAR and FOX Sport 1 Increase audience’s knowledge on NASCAR’s drivers and FOX Sports 1 anchors Build hype for Coca-Cola 600 in Charlotte Benefits Free, live entertainment in a family-friendly environment Possibility to win Meet and Greet passes with NASCAR drivers, major performers and local performers Possibility to win tickets to other FOX Sports 1 covered sports events Quote PR Campaigns student, Robyn Greene: “This campaign is geared to revamp the NASCAR brand and show the stories behind NASCAR.” Background on FOX Sports 1 and NASCAR FOX Sports 1 will be sole provider of televised NASCAR events beginning 2015 INFORMATION CONTACT Morgan Gamble, Campaign Manager prcampaigns4090@gmail.com

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Campaign Material: Public Service Announcement

Purpose: The purpose of this 30-second PSA is to get the word out about our concert tour to

FOX Sports radio listeners. This will air to listeners all over the country, which may entice more

participation in the concert series, which will in return gain more viewers of NASCAR on FOX

Sports 1.

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Radio Spot/PSA – 30 Seconds Contact:

Mary Ellen Dixon Public Relations Specialist NASCAR and FOX Sports 1

(205) 542-7362 prcampaigns4090@gmail.com

WHY WE RIDE CONCERT TOUR ENJOY A FULL LINE-UP OF LIVE COUNTRY AND SOUTHERN ROCK MUSIC AT THE WHY WE RIDE

CONCERT TOUR! THIS YEAR’S HEADLINING ENTERTAINMENT IS TIM MCGRAW, A WELL KNOWN

ARTIST AND COUNTRY MUSIC LEGEND. JOINING HIM IS SAM HUNT, AN UP AND COMING

COUNTRY STAR, MILLENNIAL FAVORITE. RAIN OR SHINE, THIS EVENT WILL BE HELD IN

CHARLOTTE, BIRMINGHAM, DAYTONA, AND INDIANAPOLIS FREE OF CHARGE! THIS EVENT IS

OPEN TO THE PUBLIC, SO BRING YOUR FAMILY, AND FRIENDS! FOR MORE INFORMATION, VISIT

WHYWERIDE.COM.

###

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Campaign Material: Press Release for Concert Event

Purpose: The purpose of the press release is to relay information about the concerts and the events that will be happening in relation to different locations. Each press release is meant to entice the readers to want to attend the concert. In the release the key components of the concert tour are highlighted. The components include the performers, featured drivers and use of social media. The goal of the release is to attract the citizens to the concert and to make it a success, while highlighting the attributes of the NASCAR organization.

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For Immediate Release

Contact: Alexis Barranca

Campaign Manager

prcampaigns4090@gmail.com

Why We Ride Concert Tour Sponsored by NASCAR Arriving in Daytona

DAYTONA, Fla. –April 2015, FOX Sports 1 introduces its NASCAR concert tour leading up to the

10 Days of Thunder race series in Charlotte, N.C. The concert tour will be featured in four cities

to build hype for the Coca-Cola 600. The concert on April 24, 2015 will be held in Daytona, Fla.

The concert tour will headline country singer Tim McGraw with an opening act performed by

Sam Hunt. Each city will also be given the chance to vote on a local act to perform at the event.

The band will be chosen through a Battle of the Bands Facebook votes on the concert tour’s

event page.

The concert tour will also feature NASCAR drivers who will be available for meet and greets

with the fans. The drivers will include Danica Patrick, Dale Earnhardt Jr., and many other racers.

In the weeks leading up to and after the concert, fans of NASCAR will be given chances to win

prizes such as Pit Passes by entering in a social media twitter contest. The hashtag

#WhyWeRideDaytona will be widely used by participants in the events leading up to the 10

Days of Thunder.

“The Why We Ride concerts are definitely going to be an exciting time to hear from some of

NASCAR’s best before having the chance to enjoy music from a few of the big names in the

country music industry right now – all for no cost! Everyone is excited to be part of such an

important time in NASCAR’s history,” said Valerie Cashin, campaign manager with PRCM4090.

The concert will give attendants an entertaining atmosphere to learn about NASCAR and their

upcoming event. The concert is free and is open to all ages. Families are welcome to come to

enjoy the concert together while having the opportunity to meet their favorite racers.

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To learn more about the NASCAR brand and the concert event, visit the website

www.nascar.com. For more information please contact Blair Bolton at

prcampaigns4090@gmail.com

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Campaign Material: Feature Story on a Prominent Racing Figure

Purpose: The goal of the feature story is to have something that can be pushed out to local

media sources before the races. The goal of the campaign is to make the audience feel as if

they are connected to drivers and key players in racing. The hope is for many small feature

stories on drivers would be published in their hometowns to create a following for the racer

that translates into NASCAR fans.

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Catch her if you can

Danica Sue Patrick, native of Roscoe, Illinois was born on March 25, 1982. Patrick essentially

came out of the womb racing. Her father, Terry, raced snowmobiles, motocross and midget

cars. When Danica wasn’t babysitting or cheerleading, she was racing with her father. After

realizing she wanted to pursue racing for the rest of her life, Patrick dropped out of high school,

obtained a GED and moved to England to advance her career.

Almost four years later, Patrick moved back to the United States to begin racing with Rahal

Letterman. After three years of hard work and motivation, Patrick finally made it to the IRL

IndyCar Series in 2005, representing Rahal Letterman Racing. Patrick was only the fourth

woman to compete in the Indianapolis 500. After five years of triumph and disappointment

racing an IndyCar, Patrick decided to make the switch to NASCAR.

After partnering with sponsor GoDaddy.com, Patrick drove part-time in the NASCAR

Nationwide Series for JR Motorsports. Her first career start she was in a 12-car pile up, which

caused her to finish 35th. Almost a year later, Patrick set her best 2010 result, placing 19th in the

Ford 300 at Homestead-Miami Speedway. Patrick was not happy with her standings and

wanted to make a difference by showing that women can race just as well as men.

In 2012, Patrick and her sponsor, GoDaddy.com, announced that Patrick would compete in the

NASCAR Nationwide Series full-time for JR Motorsports, with legendary teammate Dale

Earnhardt Jr. Patrick coined the number 10 for her GoDaddy car, and paved her way to the top

of the NASCAR charts.

Patrick slowly achieved her goals, beginning with the Daytona 500 in 2013. In Daytona, Patrick

won the pole position and became the first ever woman to win a pole in a Sprint cup race. Then

she became the first female driver to lead the green flag lap at Daytona and stayed in the top

ten most of the race. Finishing 8th, Patrick was the highest placing female driver in Daytona

500’s history.

Today, Patrick still races for GoDaddy.com and makes strides for women in racing. Other

NASCAR drivers who did not believe in her at the beginning are starting to change their minds

about the young female. "I think obviously she's got talent; she's been successful in every form

of racing she's been in so far and I don't see why she wouldn't be successful here [in NASCAR],”

said driver Tony Stewart. (Wikipedia) Due to her various successes, Patrick is an inspiration to

women and young girls everywhere. She shows how leadership and motivation can lead you to

pursue your dreams. Patrick pushed herself through each of her failures to achieve the success

she has today.

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Campaign Material: Timeline Infographic

Purpose: This timeline is a short overview of how the materials contained in this section should

be pushed out during the time leading up to the 10 Days of Thunder. It is also a good guide to

show when efforts regarding social media and the plans for the television feature should also

be pushed out.

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Campaign Material: Official Contest Rules

Purpose: The official rules for the virtual battle of the bands contest is a legal document that

would be published on each Facebook page for the local contests. It contains all of the

information regarding when submissions must be entered by and how the official winner will

be selected. This is important to the success of the campaign because it provides rules and

regulations surrounding the event.

The contest will be the way that the opening band or artist is selected for each Why We Ride

concert event. Each location will have their own Facebook page with the contest, and it will be

promoted through any radio spots that are aired, Twitter and Facebook. The hope is that this

continues the organic feel this campaign seeks to achieve by using individuals involved

advertising through “likes” and “shares” on Facebook.

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Why We Ride Concert Series Virtual Battle of the Bands Rules

NO PURCHASE OR PAYMENT OF ANY KIND IS NECESSARY TO ENTER OR WIN. The “Why we Drive Concert Battle of the Bands” is sponsored by FOX Sports 1 and NASCAR. This contest is governed by these official rules. By participating in the contest, each entrant agrees to abide by these Official Rules, including all eligibility requirements, and understands that the results of the contest, as determined by Sponsor and its agents, are final in all respects. The contest is subject to all federal, state and local laws and regulations and is void where prohibited by law. This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. Any questions, comments or complaints regarding the promotion should be directed to FOX Sports 1, not Facebook. ELIGIBILITY The Contest is open to local residents, who are eighteen (18) years of age or older at the time of entry who have Internet access and a valid e-mail account prior to the beginning of the Contest Period. Sponsor has the right to verify the eligibility of each entrant. Each member of participating bands must meet this age eligibility criteria. SWEEPSTAKES PERIOD The Battle of the Bands begins three weeks before the local concert you specify as your submission concert. All entries (submissions) must be received on or before the time stated during that submission period, which is defined as a week before the local concert. Sponsor reserves the right to extend or shorten the contest at their sole discretion. HOW TO ENTER You can enter the Sweepstakes through the Event’s Official Facebook Page. You can find the directions for submission on the Enter Your Band tab on the page. Entrants must fill out all required fields on the entry form and participate in the contest. After submitting the required information on the entry form, the entrant must upload a video of band playing two songs, original or covers and title the video in respect to which local concert the band is available to open in: Dayton Beach, Fla., Birmingham, Ala., Indianapolis, Ind., or Charlotte, N.C., dates of each concert can be found on the official event’s Facebook page. Each band may only submit one video. Any additional entries regarding the same band will be discarded. WINNER SELECTION All eligible entries received during the Submission Period will be gathered into a database at the

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end of the Submission Period. A top three will be selected by the selection committee comprised of members of both FOX Sports 1 and NASCAR. Once the top three selection has been made, the video which receives the most social media impressions will be chosen as the winner opening act at their local Why we Ride concert event. A share which uses the official #WhyWeRide is worth 2 points and a like is worth 1 point. Official scoring will be done by the FOX Sports 1 team. Announcement and instructions for the winning band will be sent to the e-mail address supplied on the potential winner’s entry form. Each entrant is responsible for monitoring his/her e-mail account for prize notification and receipt or other communications related to this sweepstakes. If a potential prize winner cannot be reached by the official sponsor within two days (48 hours), using the contact information provided at the time of entry, that potential prize winner shall forfeit the win and the second place band will be selected as winner. If a potential winner fails to comply with these official rules, that potential winner will be disqualified. PRIZE Grand Prize: If selected as the winner of the Virtual Battle of the Bands competition in association with the Why We Ride Concert Series, the band will be given the opportunity to play up to five songs, original or covers at the local concert for which the submission was received. Terms and conditions may apply. Incidental expenses and all other costs and expenses which are not specifically listed as part of a prize in these Official Rules and which may be associated with the award, acceptance, receipt and use of all or any portion of the awarded prize are solely the responsibility of the respective prize winner. ADDITIONAL LIMITATIONS Prize is non-transferable. Any attempt to damage the content or operation of this Sweepstakes is unlawful and subject to possible legal action by Sponsor. Sponsor reserves the right to terminate, suspend or amend the Sweepstakes, without notice, and for any reason, including, without limitation, if Sponsor determines that the Sweepstakes cannot be conducted as planned or should a virus, bug, tampering or unauthorized intervention, technical failure or other cause beyond Sponsor’s control corrupt the administration, security, fairness, integrity or proper play of the Sweepstakes. PUBLICITY By participating, each entrant grants Sponsor permission to use his/her name, likeness or comments for publicity purposes without payment of additional consideration, except where

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prohibited by law. SWEEPSTAKES SPONSORS This sweepstakes is sponsored by: FOX Sports 1 1220 W WT Harris Blvd Charlotte, NC 28054

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Campaign Material: Ticketmaster Contract

Purpose: The contract is another legal document that would be required in order for the

concert events to take place. The contract contains information regarding what is required from

Ticketmaster as well as all of the integral information for the time, date and place of any event

scheduled through the event. The goal of the concert events is to increase public’s interest in

the NASCAR brand by creating an environment where information on the brand and racer’s

involved with the campaign is easily accessible. Through publicizing the event with the

Facebook contest for the opener, the campaign’s goal of taking advantage of organic publicity

will be accomplished.

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WHY WE RIDE Ticketmaster Contract

This agreement made this 3rd day of November 2014 between Ticketmaster, hereinafter referred to as “PROVIDER” and FOX Sports 1, hereinafter referred to as “FOX” A. Date of Events - April 24 and May 1, 15, 18 B. Locations – Birmingham, Ala., Daytona Beach, Fla., Indianapolis, Ind., Charlotte, NC C. Telephone – (205) 542-7362, Mary Ellen Dixon I. The PROVIDER agrees to provide the following services for FOX as follows:

A. Distribute FREE tickets online B. Make sure no tickets are re-sold for profit C. Provide staff at events to scan tickets

II. FOX agrees to provide the following services for the PROVIDER as follows: A. Include Ticketmaster in all publicity

IN WITNESS THEREOF the parties hereto have executed this agreement on the day and date written below in two (2) counterparts, each of which shall, without proof or accounting for the other counterpart, be deemed an original contract. Made and entered into this 3rd day of November, 2014. ______________________________ _________________________________ Mary Ellen Dixon Ticketmaster Representative Public Relations Professional 300 E. Longleaf Dr. #527 Phone: (205) 542-7362 Email: med0020@auburn.edu

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Campaign Material: Media Pitch Letter

Purpose: This is a sample pitch letter that could be sent to producers of shows such as the

Tonight Show, the Today show and Good Morning America as well as local stations covered by

FOX Media Group. This is another way the campaign aims to allow viewers to have a closer look

at the life of the racers and create an emotional appeal that has yet to be established with

NASCAR.

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January 1, 2015

Mr. Josh Lieb Producer The Tonight Show 30 Rockefeller Plaza New York, NY 10112 Dear Josh: This year, NASCAR is changing. In preparation for the Charlotte 600 and the 10 Days of Thunder featured on FOX Sports 1, NASCAR has engaged in a campaign to promote the branding of its racers and sponsors with the “Why we ride campaign.” Later this year, FOX Sports 1 will be featuring a television segment documenting Dale Earnhardt Jr.’s connection with racing. His love for racing is truly one that your viewers need to hear first. He would be a perfect guest to have on The Tonight Show. Earnhardt continually places strong in races and has become one of the most recognizable faces of NASCAR. Leading up to the 10 Days of Thunder in May of 2015, he is available to be in New York for taping on most weekdays in March. He is eager to discuss his reason for racing with you and your viewers as NASCAR works to

promote a relationship with the racing community as well as to discuss his active involvement

with the “Why We Ride” campaign. His story is compelling and will be one all of your viewers

will be interested to hear, those who both are or are not fans of the racing sport.

I will be in contact with you soon to discuss the possibility of inviting Earnhardt as a guest for

The Tonight Show. I look forward to discussing this exciting possibility.

Sincerely,

Valerie Cashin

Campaign Manager

PRCM 4090

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Campaign Material: Snapchat Pitch Letter

Purpose: The growing popularity of the Our Story application on Snapchat intrigued our group to want to take advantage of the opportunity of widespread media. With the application, users of Snapchat can contribute their own videos and pictures to the event Our Story. This will provide an opportunity for media that will be widespread for limited costs. People outside of the event location will be able to see the media contributed through the application without tuning in directly to the event. Snapchat users frequently tune into the Our Story events to watch the live feed from numerous event.

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January 1, 2015

Snapchat Administrators:

Snapchat has breached new ground as to how live events can now be viewed. Now viewers get to see

events from the eyes of attendees or rather the cell phone cameras of the attendees.

FOX Sports 1 is sponsoring a concert in support of the NASCAR 10 Days of Thunder Race in Charlotte, NC.

The concert will feature local bands from each city the concert it featured in as well as our headliner Tim

McGraw.

Your viewers would be interested in this event because your viewers already respond well to concert

and sporting events when contributing to Our Story. By giving them a chance to see how the concert is

supporting the upcoming race, more of your viewers might be willing to contribute to an Our Story for

the main racing event.

Each city visited on the concert tour is excited to be a host. The viewership for Our Story for this event

should attract more individuals to use the Our Story function. It would diversify the type of events

covered by Our Story.

Having the NASCAR events shown on Our Story would diversify the type of event showcased. This action

would attract a new population of contributors and users for the Snapchat app.

For more information regarding the FOX Sports 1 sponsored concert and main NASCAR racing event

please contact me directly. I am happy to set up an interview at your earliest convenience. Thank you for

your time and we hope to have you watching the NASCAR events on Our Story soon!

Sincerely,

Alexis Barranca

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Campaign Material: Television Commercial Script

Purpose: The script for the television commercial is a rough outline of what a commercial for this event would look like. The concept centers around the idea that the racers have been dreaming of being drivers since they were children, and the commercial seeks to have an emotional appeal by using children who are later revealed as two prominent drivers. The commercial would seek to advertise the 10 Days of Thunder programming, while also encouraging the use of the campaign hashtag, which would connect viewers to the social media side of the campaign.

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Commercial Script

Scene 1

Opens with little boy sitting in car. Kid boy voice talks about how he wants to be a racer. Then, flashes to little girl sitting in car. Little girl voice talks about how she wants to be a racer. Split screen both say in unison reason why they want to drive. Scene 2: Flash forward to famous male racer in race car repeating what little boy said but in present tense. Flash to famous female racer in race car repeating what little girl said but in present tense. Split screen and they say why they drive. Scene 3: End with NASCAR logo and ask the audience why do you rise and to tweet us at our hashtag #WhyWeRide.

VIDEO

1. Establish medium shot of little boy sitting in car. Background is out of focus.

2. Slow dolly out to show full shot of boy in the car.

3. Cut to medium shot of little girl sitting in car. Background is out of focus.

4. Split screen to establish medium shot of both children.

5. Cut to split screen male and female in racecars on track, dolly out to show full shot.

6. Background of the racetrack out of focus, show NASCAR logo and #WhyWeRide

AUDIO

1. “I want to race. I want to go fast.”

2. Sound of little kid making noises, “vroom vroom.”

3. “I want to race. I want to go fast!”

4. In unison, “I want to race. I want to go fast!”

5. Male – I drive because ____ Female – I drive because ___

6. Sound of race cars in background

7. Why do you ride? Tweet FOX Sports 1 your answers at #WhyWeRide.

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Campaign Material: Television Feature Proposal

Purpose: The proposal for including a television feature series with the campaign, seeks to continue to brand the drivers who are features and to create connections with viewers after hearing compelling stories about why they are passionate about the racing sport. Similar to shows like The Bachelor, the goal of the television features is to give viewers someone to cheer for, someone to follow and someone they feel personally connected to after watching their story.

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The “Pit Stop” television specials will be aired during free airtime leading up to the main event,

10 Days of Thunder. The television specials will show a range of different personnel who contribute to

the successes of a NASCAR race. During the television feature series, audience members tuning in to

watch will be able to have a behind the scene looks at who is a part of the NASCAR organization. The

television specials can range from personal stories of drivers to a behind the scene looks at how the pit

crew works during a race.

The idea was developed and molded after seeing positive responses to ESPN’s series 30 for 30,

as well as The Bachelor’s hometown stories episode. This campaign believes that making a personal

connection to NASCAR will be a positive step to creating fans who return to watch multiple races.

This would immensely benefit FOX Sports 1 as a network, by opening an avenue that has not

necessarily been mastered by the network as of yet. By offering this level of personal access to racers,

viewers will be directed to FOX Sports 1 and given the opportunity to see all that FOX Sports 1 has to

offer its fans.

This is yet another way that the “Why We Ride” campaign seeks to retain viewership for the

sport network in hopes of enhancing the network’s viewership by offering something that is currently

not offered. This type of show would be adaptable for different sports, which in turn would continue

drawing in an audience that FOX Sports 1 is capable of pleasing.

The features will increase the audience base to the NASCAR organization while also creating a

personal connection to the organization. The features will be televised starting one month before the

main event and have a new “Pit Stop” released twice a week.

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Campaign Material: Charlotte, N.C., Brochure

Purpose: The brochure would be made available at the hotels located within the vicinity of the race track to promote the city due to its close ties to NASCAR. This campaign material is a fun way to advertise NASCAR as a whole, while also promoting the city where spectators of the 10 Days of Thunder will be traveling to for the events.

The NASCAR hall of fame

The Queen City

U.S. National Whitewater

Center

Carowinds

Charlotte, N.C.

A Guide to visitngAttractions400 East Martin luther King Jr.

Boulevard704.654.4400

5000 Whitewater center parkway 704.391.3900

14523 Carowinds Blvd

704.588.2600Created By blair Boltlon

Fiamma

The Best Eats

Price’s Chicken

Coop

1814 Camden road

Mac’s Speed Shop

2424 N. Davidson st. *Open 24/7

4310

Sharon Road

The Charlotte Originals:

Shopping SportsThe Charlotte Hornets

The Carolina Panthers

Football

Southpark Upscale Shopping mall

Nieman Marcus

NordstromBelk

Macy’sand many more

Concord Mills:North Carolina’s

Largest Tourist attraction with more than 200 stores

Charlotte Premium OUtlets

Over 100 premium outlet stores

Cowfish Sushi

Burger Bar

Multiple Locations

2418 park road

Amelie’s French Bakery

Basetball

NASCAR and the Coca-Cola 600

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Campaign Material: Packaged Social Media Tweets

Purpose: Social media is a must in any modern public relations campaign. The efforts of the “Why We Ride” campaign, seeks to increase the followers of FOX Sports 1 Twitter account by nearly 700,000. Currently, the network has segmented their social media accounts, but the campaign recommends pushing tweets out solely through the FOX Sports 1 account, which will centralize and streamline where viewers are getting information. It is also encouraged, to use the hashtag #WhyWeRide for promotional gifts such as NBA Finals tickets and other sporting events that are covered by FOX Sports 1, in order to retain viewers that are picked up during the campaign leading to the 10 Days of Thunder.

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Campaign Material: Evaluation Materials

Purpose: The purpose of these possible examples of questions for post-campaign evaluation is

to assess the success of the campaign and gain insight into what changes might be necessary

for future success. Specifically these instruments will focus on fostering better understanding of

social media user engagement among members of the target public.

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Sample Focus Group Questions To be administered post campaign

What are your general perceptions of the NASCAR industry? What are your general perceptions of the NASCAR drivers? What are your general perceptions of the NASCAR sport?

Do you tend to associate a sport with a prominent person in that industry? Ex. Tiger Woods with golf or Michael Jordan with basketball.

Does having a famous person from the industry in commercials reinforce positive or negative feelings on the sport? Does a completely separate in commercials reinforce positive or negative feelings on the sport?

Does this help you to think positively or negatively about the sport depending on whom you think of?

Did the concerts reinforce your feelings on NASCAR? Did the concerts change your feelings on NASCAR in any way?

What are ways that NASCAR could improve on reaching publics to change opinions on the brand?

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Feedback Survey To be administered post campaign

1. Do you follow (like for Facebook) NASCAR on any social media outlet?

2. If so, which social media?

3. If so, when did you like or begin following?

4. How did you hear about FOX Sports 1’s 10 Days of Thunder? (Check all that apply)

a. Commercial b. Friend c. Advertising d. Social media e. Newspaper f. Radio g. Television segment h. Other:

5. Did you attend a “Why We Ride” concert? a. Yes b. No

6. Why did you choose to attend the concert?

a. The musicians b. The NASCAR personnel in attendance c. Location d. Other: [open]

7. Or why did you choose to not attend an event?

a. [Open]

8. If you did attend a concert, did you post on social media about attending the event? a. Yes b. No

9. If so, on what social media platform (s), outlet(s)?

a. [Open]

10. If you did not post on social media, why did you choose not to? a. [open]

11. Did you enjoy the event?

a. Yes b. No

12. What did you like?

a. [Open]

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13. Dislike?

a. [Open]

14. What is a trait you tend to associate with NASCAR? a. [Open]

15. Do you plan to watch the Coca-Cola 600?

a. Yes b. No

16. Did you watch the Coca-Cola 600? (If this were given post-event)

a. Yes b. No

17. Have you viewed any event on FOX Sports 1?

a. Yes b. No

18. If so, what sports have you viewed on FOX Sports 1?

a. [Open]

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EVALUATION

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A. Campaign Strengths

The “Why We Ride” campaign was designed to be a nationwide effort to rebrand the

image of NASCAR while promoting FOX Sports 1 as the primary provider of racing

entertainment.

Rather than redesigning the 10 Days of Thunder, this campaign effort was created to be

a supplemental campaign that would promote the main event in Charlotte, N.C., with three

concert events prior to the 10 days. The events themselves are a strength of the campaign

because by using the concert event plans, the campaign elements will provide access to a large

population of individuals who may have once classified themselves as uninterested in the racing

brand.

It is also a major strength that this campaign does not focus purely on the concert

events. This campaign is a branding effort, which means that it seeks to create opportunities for

the members of the racing association to be available to create an engaged community of fans.

Because of the campaign’s plans to use several user-generated material, the campaign will feel

more organic and less like packaged materials, lending itself to be more naturally consumed by

members of the target publics. These efforts will include organic social media through Snapchat

and user videos, Facebook, twitter, Instagram and other outlets. These outlets will allow drivers

to reveal to the public why they ride and will draw a deeper connection between the audience

and the drivers and thereby the sport itself.

Another strength worth mentioning is this campaign’s ability to proceed the 10 Days of

Thunder set to occur in May 2015. Because the materials created contain personal testimonies

from all areas of the racing association, there is built-in longevity in many of the materials

included with this campaign. Drivers, pit crew members, sponsors and other members of the

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NASCAR community will be given on air time before concerts, races, on the network, etc. to

allow these testimonies to become personal to the audiences. The ability to capture the

essences of why individuals are connected to NASCAR can be re-aired and capitalized on for

years to come on FOX Sports 1 and various other sports outlets.

The final strength to discuss is the unique ability to create pieces that will attract

viewership with pathos. By connection emotionally with viewers and giving drivers a voice, this

campaign has the ability to create NASCAR stars that people are willing to follow, and in return

increase viewers for the NASCAR and FOX Sports 1 broadcasts.

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B. Campaign Weaknesses

This campaign has a lofty goal focused on the desire to rebrand a well-established

household name. With this goal, there come weaknesses, as well as the opportunities to

overcome these weaknesses through proper implementation of campaign materials.

One such weakness is the level of involvement required by all members of the

campaign. In seeking to tell the story of why individuals are connected to NASCAR, this

campaign not only revolves around active participation of drivers, but also of pit crew

members, primary sponsors and corporate sponsors. Without active involvement across the

board, the campaign will not achieve ultimate success.

Another weakness to be addressed is the current stereotype of NASCAR as a party.

Although creating concert events as key elements to this campaign may seem to feed into this

stereotype, the purpose of the concerts is not to create another party environment for NASCAR

viewers. Instead, the concerts are intended to create an environment welcoming to both

NASCAR fans and those who may consider themselves uninterested in the sport where the

goals and objectives of this campaign can be easily shared with a large audience. This will be

accomplished through balancing the concert atmosphere with the personal experiences that

create the passion behind the drivers as they share their stories of why they ride throughout

the concert events. It is important that the concert plans are carefully thought out as to not

lose the original purpose that they are designed with in the campaign materials.

The final weakness that may create a disturbance to this campaign solely because it

plagues the NASCAR brand as a whole is the political oppositions that professional racing

constantly faces. With the debate of fuel emissions and pollution created by cars throughout

races, it is a hot issue due to the current “Go Green” movement our nation is in the midst of

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currently. It is the desire of this campaign to shift the focus of spectators away from this issue

and onto the meaning behind the races, and if effectively employed, this weakness will not be

removed altogether, but it will not cause significant damage to the new image of NASCAR.

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C. Measurement of Success

To measure the success of the “Why We Ride” campaign, the first steps would be to

evaluate the success based on the achievement of objectives listed in the planning section of

the proposal. Comparing numbers to measure improvement is a tangible way to assess the

success of the campaign’s goal.

Next, collecting data that would represent the return on investment of specific tactics is

also valuable post-campaign research to establish the success of this campaign. For example,

taking into account the number of impressions any press release received or the amount of

media coverage that the concert events received.

One tactic in particular that is essential to the success of the “Why We Ride” campaign is

the number of talk show appearances NASCAR drivers made throughout the duration of the

campaign. Because the goal of the campaign is to create a shift in the mindset of spectators,

gaining airtime that allows racers to speak to their personal connection to racing is extremely

valuable to the campaign’s success.

In order to measure the success of the campaign, it is also important for post-campaign

research to be conducted. This would be how NASCAR and FOX Sports 1 would be able to

determine the success of the campaign’s goal to rebrand the racing association in the mind’s of

viewers. It is advised to segment the key public in order to pull a sample of the audience. To do

this, identify the subgroups of the public are most relevant to the campaign goal, possible

individuals who were active in the campaign. To gather representative samples, it is suggested

to segment the audience using various demographics and psychographic characteristics. A copy

of a post-campaign feedback survey and questions intended for a focus group are included in

the campaign materials.

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APENDICES

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A. Survey Results

My Report A. Last Modified: 12/01/2014

1. What is your age range? # Answer

Response % 1 18 and under

3 2% 2 18-22

113 79% 3 23-30

11 8% 4 31-35

9 6% 5 36 and over

7 5%

Total 143 100% Statistic Value Min Value 1 Max Value 5 Mean 2.33 Variance 0.69 Standard Deviation 0.83 Total Responses 143

2. Rank from most to least which social media outlets you believe to

be most beneficial for an organization to utilize. Click and drag to

change order.

# Answer 1 2 3 4 5 6 7 Total

Responses 1 Facebook 64 36 16 4 0 0 0 120 2 Twitter 29 43 30 11 4 3 0 120 3 Instagram 18 31 47 17 4 3 0 120 4 linkedIn 6 6 6 31 36 33 2 120 5 Blog 2 2 13 29 46 28 0 120 6 Pinterest 1 2 7 26 28 53 3 120 7 Other: 0 0 1 2 2 0 115 120

Total 120 120 120 120 120 120 120 -

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Other: Yik yak Tumblr BuzzFeed yik yak tumblr Yik yak Google +

Statistic Facebook Twitter Instagram linkedIn Blog Pinterest Other: Min Value 1 1 1 1 1 1 3 Max Value 4 6 6 7 6 7 7 Mean 1.67 2.39 2.73 4.60 4.66 5.08 6.88 Variance 0.69 1.42 1.29 1.91 1.22 1.28 0.34 Standard Deviation

0.83 1.19 1.14 1.38 1.10 1.13 0.58

Total Responses

120 120 120 120 120 120 120

3. What types of content do you prefer to see from organizational

social media accounts? Select all that apply. # Answer

Response % 1 News

78 62%

2 Live event updates

70 56%

3 Giveaways or promotions

73 58%

4 Pictures or videos

99 79%

5 Other:

0 0% Other:

Statistic Value Min Value 1 Max Value 4 Total Responses 125

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4. Do you have a favorite organization that you follow on social

media? # Answer

Response % 1 Yes

78 63% 2 No

46 37%

Total 124 100% Statistic Value Min Value 1 Max Value 2 Mean 1.37 Variance 0.24 Standard Deviation 0.49 Total Responses 124

5. Which organization is your favorite to follow? Text Response AU Singers Nordstrom Auburn Athletics Buzzfeed New York Times Best Buddies PR News San Francisco Giants Auburn Tigers on instagram USMNT Lee County Humane Society peta Auburn Football Humans of Auburn Local Event Venues Auburn Athletics Auburn Football FOXnews FOX News Auburn Birchbox E! News The tonight show with Jimmy Fallon To Write Love On Her Arms Auburn university WSBTV In style Liverpool FC Auburn University Eat This Not That Open Hands Overflowing Hearts

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International Justice Mission Free People Auburn Gymnastics My sorority Carolina Panthers Walt Disney World Food Network Young Living Essential Oils CNN My Beef Checkoff Auburn University Americans for the Arts AUDM AOPA NASA Pure Barre Auburn Sports Center Black Jaguar White Tiger College alumni page/sports info St. Louis Cardinals Opelika Main Street Saint Louis Cardinals Baseball Humans of New York a bunch of fashion companies Buzzfeed Libertarian Party Auburn University schools, cities and musuems Ted Talks Delta Zeta CRPT- Florida Public Archaeology Network Statistic Value Total Responses 62

6. Do you follow any NASCAR related social media accounts? # Answer

Response % 1 Yes

7 6% 2 No

115 94%

Total 122 100%

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Statistic Value Min Value 1 Max Value 2 Mean 1.94 Variance 0.05 Standard Deviation 0.23 Total Responses 122

7. Are you satisfied with the content you receive from NASCAR social

media accounts? # Answer

Response % 1 Satisfied

1 20%

2 Somewhat satisfied

1 20%

3 Neither satisfied nor dissatisfied

1 20%

4 Somewhat dissatisfied

2 40%

5 Dissatisfied

0 0%

Total 5 100% Statistic Value Min Value 1 Max Value 4 Mean 2.80 Variance 1.70 Standard Deviation 1.30 Total Responses 5

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8. Why do you choose not to follow NASCAR accounts on social

media? # Answer

Response %

1 Uninterested in NASCAR

104 95%

2 Receive NASCAR information elsewhere

3 3%

3 Unfollowed because:

0 0%

4 Other:

2 2%

Total 109 100% Unfollowed because: Other: I do follow them Statistic Value Min Value 1 Max Value 4 Mean 1.08 Variance 0.19 Standard Deviation 0.43 Total Responses 109

9. Name a prominent individual in NASCAR. Text Response Dale Earhardt Jr. Dale Earnhart Jr. Kyle Busch Jimmy Johnson Tony Stewart Jeff Gordon Jeff Gordon Jimmie Johnson Dale Jr. N/A Danicka Patrick Dale Earnhardt Jr. Dale Earnhardt Jr I have no idea kasey kahne Tony Stewart Dale Earnhardt, Jr. jeff gordon I don't know Danica Patrick dale ernhart jr Jimmy Johnson

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Paul Earnhart Jr?? Kyle busch Danika Patrick Dale Earnhardt Jr. Dale Earnhardt jr Dale Earnhardt...Jr.? Jeff Gordan I don't know Danica Patrick Dale Earnhart Jr. Jeff Gordon n Dale Ernheart Dale Earnhardt jr Tony Stewart Jeff Gordon Jeff Gordon? Dale Earnhardt Jr. I honestly cannnot name one. Jeff Gordon I don't watch nascar Dale jr Kevin Harvick Dale Ernhart Jr. Dale Earnhardt Jr Clint Bowyer Dale Jr. I have no idea Ricky Bobby Jeff Gordon danika kirkpatrick Jeff Gordon no can do Kasey Kahne I don't know anyone. Dale Jr. Brad keslowski Ricky Bobby Jeff Gordon I cannot Jeff Gordon Dale Jr.!! (glad he finally got a twitter!) No clue Dale Ernhart Jr. Ricky Rud Jeff Gordon Tony Stewart Tony Stewart?

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Jeff Gordon Mike Helton Bobby Labonte Dale Earnhart Jr. There's a woman driver now right? I like her Jeff Gordon Danica Patrick Dale Earnhardt Jr. The m and m driver No idea Dale Earnhardt Jr. Dale Earnhardt Jr. WILD BILL FROM DAWSONVILLE Jeff gordon Jeff Gordon Dale Earnhardt Jr. Gordon dale earnhardt jr??? Dale Earnhardt jr Dale Earnhart JR. Dale Earnhart Jr. Dale Dale Earnhardt tony stuewart Jeff Gordon Dale Jarrett Dale Ernheart jr. Statistic Value Total Responses 97

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10. How often do you watch NASCAR? # Answer

Response % 1 Never

77 68% 2 Once a year

29 26%

3 Whenever possible

7 6%

4 Every NASCAR race

0 0%

Total 113 100% Statistic Value Min Value 1 Max Value 3 Mean 1.38 Variance 0.36 Standard Deviation 0.60 Total Responses 113

11. Have you ever watched the Coca-Cola 600 in Charlotte, NC? # Answer

Response % 1 Yes

12 11% 2 No

100 89%

Total 112 100% Statistic Value Min Value 1 Max Value 2 Mean 1.89 Variance 0.10 Standard Deviation 0.31 Total Responses 112

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12. Rank these events in order of preference. Click and drag to

changer order.

# Answer 1 2 3 Total

Responses 1 Concert 77 18 5 100

2 Featured speaker

11 10 79 100

3 Fair or carnival 12 72 16 100

Total 100 100 100 - Statistic Concert Featured speaker Fair or carnival Min Value 1 1 1 Max Value 3 3 3 Mean 1.28 2.68 2.04 Variance 0.30 0.44 0.28 Standard Deviation 0.55 0.66 0.53 Total Responses 100 100 100

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13. What is one adjective you would use to describe the NASCAR

brand? Text Response redneck Entertaining Fun Influential Boring loud redneck Southern redneck Complex Redneck Redneck n/a Redneck community Exciting Everywhere Southern red-neck unimportant Well-known Manly Redneck trashy speedy Red neck Food Fast Redneck Southern Exciting Loud Trashy southern colorful Fun Redneck Energetic fast Fadt Strength Male-centric redneck

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Outdated Colorful Redneck Boring Shitty Redneck Diverse Flashy Dated Sunoco redneck redneck redneck BAMA Fun overrated fast redneck Exciting Boring. Interesting Brave Fast Redneck rugged Hick Energetic Flashy redneck Southern Fun Boring Rowdy trashy Redneck good marketing Monotonous Loud Badass cool redneck Obnoxious Variety redneck redneck fast Roll Tide Fast

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Entertaining Traditional unique redneck redneck Redneck Redneck Trashy Secular trashy Statistic Value Total Responses 105

14. In your opinion, does this attribute contribute to the NASCAR

brand in a positive or negative way? # Answer

Response % 1 Positive

52 48% 2 Negative

56 52%

Total 108 100% Statistic Value Min Value 1 Max Value 2 Mean 1.52 Variance 0.25 Standard Deviation 0.50 Total Responses 108

15. What is your gender? # Answer

Response % 1 Male

5 4% 2 Female

108 96%

Total 113 100% Statistic Value Min Value 1 Max Value 2 Mean 1.96 Variance 0.04 Standard Deviation 0.21 Total Responses 113

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B. Works Cited

Barry, Thomas. The Development of the Hierarchy of Effects: An Historical Perspective. 1987.

Print.

http://www.adweek.com/news/television/FOX-sports-1-powers-through-its-first-month-

152555

http://www.businessinsider.com/heres-what-it-costs-to-sponsor-a-nascar-2013-1

http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf)

http://www.charlottemotorspeedway.com/tickets/coca_cola_600/

http://www.history.com/this-day-in-history/nascar-founded

http://www.indystar.com/story/sports/motor/nascar/2014/07/25/brickyard-s-attendance-

problems-mirror-nascar/13150689/

http://www.nascar.com/en_us/sponsors.html

http://www.npr.org/2014/10/06/352613333/why-you-should-start-taking-millennials-seriously

http://www.statisticbrain.com/nascar-racing-statistics/

http://talent.linkedin.com/blog/index.php/2013/12/8-millennials-traits-you-should-know-

about-before-you-hire-them

http://tvbythenumbers.zap2it.com/2014/09/05/FOX-sports-1-records-top-10-week-in-total-

viewers/299973/

Murray, Keith. Vogel, Christine. “Using a Hierarchy-of-Effects Approach to Gauge the

Effectiveness of Corporate Social Responsibility to Generate Goodwill Toward Firm:

Financial versus Nonfinancial Impacts.” Journal of Business Research. Volume 38, Issue

2. 1997. Print)

Ferrell. O.C., Hartline, Michael. Marketing Strategy. Mason: Cengage Learning, 2011. Print.