Sarah Rowe, Preston Gomez, Kim Wheeler, Paul Naoum, and Donna Wood
CHARLOTTE MOTOR SPEEDWAY
SOCIAL MEDIA CAMPAIGN
CLIENT BACKGROUND
Charlotte Motor Speedway
Owned by Speedway Motorsports, Inc.
Concord, North Carolina
Capacity of 146,000
Located in the “Heart of NASCAR”
Currently uses Facebook, Twitter, YouTube, and Fan Forums
Looking to further their use of social media and all it has to offer their brand
CURRENT MARKETING MIX
Traditional media outlets such as radio and television advertisements
A great deal of promotion and information about the racetrack can be found on their website
More recently CMS has began using social media outlets such as Twitter and Facebook to reach their fan base
PAST CAMPAIGNS
Facebook, Twitter, & an online forum at GoSpeedway.com
Social media campaigns have been limited to Twitter because of the strict guidelines that prevent contests on Facebook
Recent campaign aimed to promote the unveiling of the world’s largest high definition video screen at the racetrack
Campaign involved a contest on twitter where fans had to come up with potential names for the screen
Promotion for “Carolina Christmas”, one of the largest LED light displays in the country. This promotion included a virtual tour of the lightshow and Christmas village on their Facebook page.
They also provided fans on twitter with previews and photo galleries of the light show
CAMPAIGN OBJECTIVES
Create awareness of Charlotte Motor Speedway and their product offerings among 60% of our target audience
Increase homepage viewership by 25% within six months. We would also like to increase viewership to our social media channels by 30% after a six month period.
Increase Speedway’s revenue by 20% within a six month period
The campaign will focus strongly on promoting corporate offerings and building relationships with their target audience, encouraging them to interact with social media channels
TARGET AUDIENCE
Campaign is focusing on business men and women 25-55 years of age
These individuals are active, achievers, tech savvy, and highly motivated individuals
Familiar with and participates in social media channels
Relies heavily on the internet & most likely has a smart phone
Will use CMS as a networking and social experience along with an opportunity to host corporate events/outings
Mid-high level of income
Will make CMS a part of their lifestyle and become active among our social media channels
Opinionated and comfortable sharing reviews and comments related to their experiences
Enjoys the luxuries in life but they still have a big heart when it comes to family and friends
MEET JOE WALKER
45 year old VP of Marketing working in Charlotte, NC
Believes that networking is the root of all success
Wife and three children and plans weekly family activities
Active in social media mostly through iPhone
Plays in his company’s softball league
Adamant tweeter, and regularly uses Facebook
VERONICA DANIELS
29 year old Account Manager
New to Charlotte area but is familiar with NASCAR
Looks to CMS as a possible venue for corporate events (both client and employee)
Enjoys girls night outs, blogging, and keeping up with old friends on Facebook
Spends hours a day looking at her Blackberry and keeps in contact with family via Skype
Type A personality , very organized, and won’t stop until she gets to where she wants to be
CAMPAIGN THEME
“Life’s a race, get on track”
Propose to target audience to take a break from the hustle and bustle and use CMS as an out of the office business tool, a networking opportunity, and a social outlet with friends and families
It doesn’t need to be “all work no play”
Charlotte Motor Speedway doesn’t need to be just an escape from the cubicle, but it can incorporate an enjoyable experience while being productive at the same time
Campaign will emphasize the benefits of Speedway Club along with corporate offerings
Promotes audience to not only form a bond with Charlotte Motor Speedway but to also get involved with their social media channels and share their ideas and user generated content
SOCIAL MEDIA STRATEGY
• Making alterations to the CMS Facebook page, twitter page, CMS homepage, and to the YouTube page
• Creating a blogger page
• Launching a mobile application
• Creating a linked in page
• Implementing our speedway cams
CREATIVE STRATEGY
Position Charlotte Motor Speedway as an escape from the stressful atmosphere our target audience experiences day in and day out
Use rational appeals such as emphasizing the convenience aspect, listing the benefits of using CMS for corporate functions, explaining why CMS is a great place to take your family, and expressing why the Speedway Club is a great club to join.
Use emotional appeals such as spending time with your family, the need for socialization, and the act of having a great time
Remind our audience that life isn’t solely about work, the amount of money one makes, or your overall success if you don’t have family and friends to share your experiences with.
Use engaging blogs and tweets to encourage users to create buzz, network with other CMS followers, and to trigger conversation about CMS on and off the track
EXECUTIONS/DESCRIPTIONS
Hub of all activity related to the speedway
Move links to social media channels from the bottom of the page to the top right corner underneath the banner
Move fan forum to the Facebook page to get increased interaction
Have the most recent tweet posted in the upper right corner to keep our channels linked together
Live stream the Speedway Cams during race weeks and to provide footage of the construction of the LCD screen
CMS Homepage
Tabs created on the page for Events, Fan Forum The Speedway Club, corporate information, promotions, and user generated content
Will be our main source of updates, news about the speedway, announcing of specials, and posed discussion questions to fans
Links to all other social media channels
Incorporate social commerce with an additional tab where fans are able to purchase tickets and merchandise directly from their page
Speedway Club Tab will also incorporate social commerce by allowing fans to purchase memberships directly from the page
EXECUTIONS/DESCRIPTIONS
Fun and expressive way to reach fans
Goal is not to just bombard fans with prices, events, and specials
Want to quote fans and racers, link to creative user generated content, ask questions to fans about who they think will win races, ask how CMS can make improvements, and post quirky, clever thoughts.
Used to link to discussions within the fan forum on the Facebook page
EXECUTIONS/DESCRIPTIONS
EXECUTIONS/DESCRIPTIONS
Important because of our target audience
Allow fans, followers, and members of Speedway Club to collaborate, network, and post helpful information to their peers
We will be sure to initiate discussions, post relevant information about the speedway, and career opportunities, but will rely on the members to maintain majority of the content.
Linked In
Source for user generated content
Much less text than the other pages, but will make up for this with pictures, videos, and other creations that fans can post to the page
Outlet for fans to show and express their love for the speedway, what the speedway means to them, and any memories they’ve experienced with CMS
Hub for all contests and will have an area for submissions from fans directly from fans
EXECUTIONS/DESCRIPTIONS
Blogger
EXAMPLE BLOG
EXAMPLE BLOG
EXECUTIONS/DESCRIPTIONS
Update it more frequently than it presently is
Upload videos from the races, interviews with racers, interviews with fans, videos created by fans, and any videos that CMS uses as promotional tools
Encourage fan submissions of videos from their own experience at CMS or footage from the speedway
YouTube
EXECUTIONS/DESCRIPTIONS
“The Track App”
Mobile hub for a stream of the latest posts
Will allow users to post back to social media channels
Feature a calendar component with CMS Logo that allows for our target audience to keep their on-the-go lifestyle organized
Will allow users to add event postings directly from Facebook to their Charlotte Motor Speedway calendar
SOCIAL MEDIA PRESS RELEASECONTACT Client Contact Agency ContactINFORMATION: Jennifer Hebert Social Media, Inc
(704) 455-3209 (252) [email protected] [email protected]
www.charlottemotorspeedway.com www.socialmediainc.com Charlotte Motor Speedway Releases “Track App” for iPhoneCharlotte Motor Speedway announces their new application for the iPhone, the Track App. The application is set to release on April 17th, 2011.CORE NEWS FACTS•The application will be a hub for all activity at Charlotte Motor Speedway.•The Track App will stream feeds from Facebook and Twitter to the user.•It will allow users to post directly to Charlotte Motor Speedway social media pages.•A calendar component will allow fans to save events from the Charlotte Motor Speedway Facebook page and they will automatically integrate into their calendar. •This mobile application is perfect for the on-the-go user that wants to stay up-to-date on events at the speedway.•For more information, go to www.charlottemotorspeedway.com/trackapp.
LINKS TO RELEVANT COVERAGE TO-DATE www.charlottemotorspeedway.com/mediawww.diigo.com/profile/charlottemotorspeedway
PRE-APPROVED QUOTES -“This application is great for our on-the-go fans. They will be able to sync with our social media sites and our calendar and never miss an announcement or an event.” –Sarah Rowe, Marketing Agency Representative
-“The Track App will hopefully drive traffic to our social media sites and allow our fans to stay informed on what is happening at Charlotte Motor Speedway.” –O. Bruton Smith, Chairman
-Additional quotes upon request.
Charlotte Motor Speedway, located in Concord, NC, was designed and built in 1959 by current chairman O. Bruton Smith. With a 2,000 acre complex and a capacity of 140,000, this 1.5 mile track is home to the All-Star Race, the Coca-Cola 600 and the Bank of America 500. Building on the basic philosophy of putting fans first, and keeping the competitors in mind, Charlotte Motor Speedway continues to be a leading promoter and marketer of motorsports activities in the United States.
THE SPEEDWAY CAM
Cameras will air footage during race weeks
A special speedway cam will launch in January, showing the construction of the LCD screen at the speedway
Beginning with All Star Race In May, Speedway Cam will be on to capture moments on and off the track
Cameras will be set up in NASCAR village, the infield area, and the garage area
PLAN OF ACTION
Changes to homepage to be made as soon as possible along with the fan forum being integrated in their Facebook page
Changes and improvements to Facebook page, twitter, and YouTube implemented as soon as possible
Speedway Cam viewing of HD screen construction up and running by January
Track App must be fully completed by February 17th and the launch date is planned to be April 17th, 2011
May 14th, one week before the All-Star Race, Speedway Cams will begin showing live feeds from around the track
Social media channels need to be updated daily and blogger posts featuring user-generated content should be posted as often as that content becomes available
In June, after the Coca-Cola 600 is over, the social media campaign should be reevaluated in order to make the best campaign for the Bank of America 500
HOW CAMPAIGN FITS WITH MARKETING EFFORTS
Will support the current marketing objectives and ventures of CMS
Increase brand awareness, better the reputation of the speedway, provide fans with accurate speedway information in real time, and encourage fan engagement and interaction with the brand
Emphasizes not only ticket sales but also developing meaningful relationships with their fans
Use feedback to better the brand and increase revenue
MEASUREMENT AND EVALUATION
Success specifically measured based on our objectives set for this 6-month long campaign
If there has been an increase in the overall following, interaction, and content generation via social media outlets, then our campaign was a success.
If more people join The Speedway Club, use our corporate functions as benefits to their businesses, or use the speedway to compliment their family life
Success if we connect and create interest among our target audience
Thank you!
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