Minneapolis, Kansas

Promoter: Terry Robins

Bringing Midwest Dirt Late Models to Minneapolis Speedway in 2010

Presented by Kansas State University Public Relations Members:

Kelsey Shaw Jessie Bolejack Megan Ferguson Lauren Taggart Jason Lee

Strategy February March April May
Radio start 3115110 three times daily three times daily
Fliers order by 2/15/10 distribute distribute distribute
Newspapers start 3120/10 print by 10,17, 24 print by 1,8,15,22,29
Magnets order by 2/15/10 distribute distribute distribute
T-shirts order by 3115/10 distribute distribute
Bumper Stickers order by 318110 distribute distribute
Youtube videos
Personal Invitations Send out by 5/1/15
June July August September
Radio three times daily three times daily three times daily up to 9/11/10
Fliers distribute distribute distribute up to 9/11110
Newspapers print by 5, 12, 19, 26 print by 3, 10, 17,24,31 print by 7, 17,21,28 print by 4, 11
Magnets distribute distribute distribute distribute
T-shirts distribute distribute distribute distribute
Bumper Stickers distribute distribute distribute distribute
Youtube videos
Personal Invitations Send out by 6/26/10 Send out by 7/31110 Strlltegy

Newspaper

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Budget Overview

Date

M inneapo lis Raceway 2010 Budget

Table 4

$250.00 $546.00 $2,225.00 $379.00 $3,465.00 $2,000.00 $56.08

• Radio

• fliers

Newspaper

• Magnets

• Trshirts (I,jOO) @

• Bumper Sticken

Task Li s t:

3/15/10 Radio Advertising 2115/1 0 Fliers

3/25/10 Newspapers 2115110 Magnets

3/5/10 r-shlrt.s

3/8/10 Bumper Stickers 5/1/10 Personal lnvttatlons

Fixed Costl!

Start airing commercials by Date to be ordered by

Date to by printed by

Dale to be ordered by

Dale to be ordered by

Date to be ordered by

Dale 10 be sent out by

To till Colt

$250.00 $546.00 $2,,225.00 $379.00 $3,465.00 $2,000.00 $58.08

$250.00 $546.00 $2,225.00 $379.00 $3,465.00 $2,000.00 $58.06

sa,923.08

Minneapolis Raceway 2010 Budget

Regular Race Nights

Bu dge t:

Pit Entry Fee Gnuul Stand Coat Avenae Attendanee

$25.00 (no fee) One hundred twenty

$20.00 (no fee) One hundred twenty

(no fee) $10.00 One thousand

Midwest Dirt Late Model Series Nights

Bu dge t=t

Pit Entry Pee GnuuI Stod Coat Avenae AttellClanee

$25.00 (no fee) one hundred twenty

$25.00 (no fee) One hundred twenty

(no fee) $15.00 One thousand

Task t.t,« ~aditares

$232,800 $8,923.08 $241,723.08

Income Expenditures Total

Season Race Pay out Advertising

Total

Nwraber ofNlaht. (:to) x 20 nights

x 20 nights

x 20 nights

total

NumberofN*.pt. <3> x3 nights

x3 nights

x 3 nights

total

Grand total

Task l.i st>t

Total $60,000.00 $48,000.00 $200,000.00 $308,000.00

Total

$9,000.00 $9,000.00 $45,000.00 $63,000.00

$308,000.00 +$63,000.00 $371,000.00

$371,000 $241,723.08 $129,276.92

Communication Confirmation Table

Key Public Self Interests

Families in Family friendly,

Surrounding Areas afforadable entertainment

Strategy

Refrigerator magnets, fliers coupons

Quality racing Mall car showing Radio announcements YouTube video

Main Sponsors

Promote company/organization Appropriate branding on all promotional ads to boost sponsor name citing

Drivers

Generate income from driving Fliers

Raceway T-shirts 810g directed w/ tips for drivers

Tactics

Mall showing in Salina Pass out magnets at grocery stores

Radio Giveaway wI info from previous races Blog to keep race fans up-to-date (YouTube video placed here)

T-Shirts wI sponsor names on back.

All ads ending wI sponsor list. Adequate sponsor branding on cars.

Send our a driver "care package" wI fliers about races and Minneapolis Raceway t-shirts. Include driver info and tips in the blog

Message

The track is affordable, family fun

Minneapolis Raceway has quality, entertaining racing that all should come out and enjoy

The Minneapolis Raceway is an excellent way to put your name out into the public.

The drive is worth the payout at Minneapolis Raceway.

BACKGROUND

The Minneapolis Raceway is a family operated 3/8 mile clay oval track located directly east of highway 81 and one mile east of Minneapolis Kansas. The track is located 30 miles south of Concordia Kansas, and 20 miles north of Salina Kansas, and Interstate 70. The raceway occupies 44 acres and can accommodate up to 3,400 spectators in the grandstands. The Minneapolis Raceway is operated and promoted by Terry Robins, Director of Competition is Ronny Robins and Scott Robins is in charge of advertising. The Minneapolis Raceway officially opened to the public on April 9, 2006 with a test and tune of the track, cars and both car and track crew members. Minneapolis raceway held its official season opener and inaugural race on April 26, 2006. The Minneapolis raceway opened its season with severaII.M.C.A. modifieds, sport modifieds, stock cars and hobby stocks. However, the racing field was light in the mosquitoes, a four-cylinder front wheel drive car, and mod-light, motorcycle engine, series. Only three mosquitoes showed up to race in 2006. Mosquitoes in 2009, on average, have 20 to 24 cars show up to race. In 2006 only two mod-lite series racecars showed up. In 2009 the mod-lite series averaged 26 racecars in attendance.

During the inaugural race at Minneapolis Raceway they had a tum out of midgets and 360 sprint cars, but the track no longer runs those types of racecars. Average tum out for cars in 2009 was around 120 drivers. The average turn out for the grandstands was around 1,000 spectators, not including those who were in the pits as crewmembers.

Though Minneapolis Raceway is built outside of Minneapolis, which has a relatively small population of 1,900, its location is one of the tracks best features. Concordia's population is 5,200 and Salina has a current population of 46,400. With these towns well within driving distance the tracks location is key for drivers traveling from the north and the south of the track.

On average the Minneapolis Raceway attracts, on average, 120 drivers, andjust over 1,000 spectators per race weekend. The raceway averages a payout of $9,000. Current major sponsors of the raceway are Grandma Max's restaurant, Bank of Tescott, T and R Dirt Construction, Terry Smith Plumbing, Coors light and Lott Implement Inc.

The Minneapolis Raceway is International Motor Contest Association (I.M.C.A.) sanctioned. The I.M. C.A. was organized in 1915 and is the oldest active automobile sanctioned in the United State. Rules and regulations for motor car competition are set forth by the I.M. C.A. All cars that run at Minneapolis Raceway are rigorously inspected by I.M.C.A. officials to make sure they are in full compliance of the guidelines for racing set forth by the I.M.C.A. President for the I.M.C.A. is Kathy Root, and the main office of the I.M.C.A. is in Vinton, Iowa.

SWOT ANALYSIS

Strength- The Minneapolis Raceway offers a high payout if S9,000 a race for the Midwest Dirt Late Models. This may entice drivers to make the drive from southern Kansas, northern Oklahoma and northwestern Missouri, where a majority of the drivers reside. Midwest Dirt Late Models have a fairly open schedule and can come up to Minneapolis when they are not running at their home tracks. Minneapolis raceway has the ability to run other cars along with the Late Models, other tracks can not afford to do that. The track is a fairly large dirt track, which means the drivers will be able to go fast and enable them to put on a good show. Location, Minneapolis raceway has a good driver and fan turnout because it is centrally located between Salina Kansas, population 46,000, and Concordia Kansas, population 5,200. The racetrack also surrounds several smaller fanning communities. It is also the only I.M.C.A. sanctioned track in north central Kansas with the exception of Belleville Highbanks racetrack. However, they are not a threat because they do not run they same I.M.C.A. classes or schedule as Minneapolis Raceway.

Weakness- The track attracts drivers from the north central region of Kansas but only gets drivers from the southern and severe western part of Kansas that are chasing state and national points at I.M.C.A. tracks. Drivers in western and southern Kansas choose to race closer to home at tracks like, Wakeeney, Hays, Goodland, Norton and Osborne. Another problem is in order to bring MDLMS to Minneapolis the price per ticket raises in order to be able to meet the payout. The number of Midwest Dirt Late Model Series drivers that chose to race at Minneapolis in 2009 was 14, well under the 44 registered drivers. The Distance to travel from the driver's home to Minneapolis may not seem worth the money. Races run long and MDLMS drivers would most likely run last for crowd appeal since they are so fast it makes for a good ending to a night of racing. However, the drivers may not want to travel the average 240 miles or four hours it takes to get to the track from their current locations.

Opportunities- The town of Minneapolis may not see much increase in business as they are located a mile west of the race track but local non-profit organizations, such as the boy or girl scouts, the VFW, or other local organizations can easily set up around the grandstands and collect donations from fans, also bringing in money to the track. Sponsors of the racetrack can also benefit from the racetrack by self-promotion with signs and banners and special events thereby raising revenue. The racetrack also holds events like Christmas is July, in which children 12 and under get presents for attending the race. They also get raffle tickets for larger gifts that are donated. Every year Y93.7 country radio station out of Salina does a live broadcast from the track as well as tee shirt tosses and other giveaways. Therefore if they run the Late Models during the Y93.7live broadcast and the Christmas in July this can raise revenue for local businesses if they choose to actively participating in the events.

Threats- The price to attend a race is S}O.OO and the price to be in the pits in S20.00. When the Midwest Dirt Late Models series runs at Minneapolis the price for a grandstand ticket jumps to $15.00 and the price to be in the pits goes up to S25.00. This may not

seem like a large increase but depending on how many family members attend the amount per family could rise substantially making them shy away from the event that particular night. If the raises coincide with other events that could make them think that the money is worth spending to have a night out at the races. Travel for the drivers making the trip is another threat. Though the $9,000 payout is a large amount, the only drivers who would benefit from such a large payout are those that would place in the top four. By having a driver recognition at the beginning of the race and having it video taped this may make the drivers want to race at the track even though they may not make any money off of the event.

Goal:

Ensure that enough Midwest Dirt Late Model Series drivers and spectators show up to support the Minneapolis Raceway when the MDLMS drivers are set to race.

Objectives:

Increase number of Midwest Dirt Late Model Series by 20% by the end of the 2010 season.

Increase crowd tum out by 10% for the Midwest Dirt Late Model series by the end of the 2010 season.

Increase recognition of Midwest Dirt Late Models Series by 25% by the end of the 2010 season.

Increase drivers from western/southern Kansas by 10% by the end of the 2010 season.

Increase brand recognition (knowledge of Midwest Dirt Late Model Series) by 20% in three months starting from the beginning of the season.

KEY PUBLICS

Community and surrounding area- The racetrack is centered in the middle ofa farming community. Minneapolis has a medium household income of $43,900 with a medium age of 41 years old. The town is 96 percent white. Concordia, Salina, and Beloit also have medium household income of around $38,000 and they are all around 96 percent white with an average age of about 38 years old. The motivating self-interest is that it is a family sporting event that is centrally located and travel is kept to a minimal for close communities. Since it is a large farming community most families know each other and have some connection with the racetrack. Third party influence would be the drivers that are at the track. The community should support the people who bring in business to the community.

Family- The demographics are the same as the community and surrounding area. The motivating self-interest of the families is to support the family member who drives a racecar at the track. They show up to support their driver and can fuel friendly rivalries among other family members. If they have a driver that is a consistent winner at the track they would get featured more often and the family would have more items sold at the merchandize shop. Third party influence would be sponsors. If the driver is consistent and gets recognition at the track for being a good racecar driver it is possible more local businesses would want to sponsor him or her. The objective is to bring more family members to support the drivers.

Fans- The demographics are the same as the community and surrounding area. The motivating self-interest of the fans is to watch a competition among drivers going extremely fast around a clay track. They pay to see a good race. Status with the organization is if the drivers put on a good show and the track stays maintained and prices remain reasonable for the income levels of the surrounding community fans will continue to go. If they have friends that race or a favorite driver they may show up to watch them race. Third party influences could be giveaways and special events. Main objectives more fans more money generated for the community and surrounding areas.

Main Sponsors- The main sponsors of the event have to be taken into consideration as a major key public. They sponsor the events that happen at the track and alleviate some of the expenses that the track experiences. The main sponsors of the track are Grandma Max's restaurant, The Bank of Tescott, T and R Construction, Terry Smith Plumbing, Coors Light and Lott Implement Inc. Motivating self-interest of the sponsors is to get their name out into the community. Status with current organization, they have been the track sponsors for three years so they have a long standing relationship with the track and its patrons. Grandma Max's gives a discount if you bring your race ticket stub into the restaurant. Third party influence would be the fan base. They more you support and sponsor the families, drivers and fans they more they will support your business. The objective that they bring in is to allocate money to the track to get their name out into the community.

KEY PUBLICS CONTINUED

Auto parts stores and gas stations- Motivating self-interest is to drive business into their stores. Racecars break: down and when they do auto parts stores want to generate business. If they advertise at the racetrack or sponsor drivers they may be able to generate business. Status with current organization, there are many auto parts stores within the towns surrounding the racetrack that are not the main sponsors of the track but they sponsor it none the less. The owners of the auto parts stores should target the drivers that race at the track. Third party influence would be the fans. Objectives would be to make money off of advertising at the track generating business.

Drivers- The demographics for the drivers are the same as the community and surrounding area. Although some drivers have large sponsorships and have a lot of money invested in cars. Race cars can run upwards of$30,000. Motivating self-interest is competition, as most drivers will not break: even once damages and fuel cost for the racecar and towing vehicle are accounted for. Current status with the community more cars join every season. Since this is the case driver status seems to be in favor of the track. Third party influence would be fan tum out. The objective of the drivers and race teams is to win and get their name out there to be sponsored.

Primary Message:

Join us in bringing a new entertainment outlet to Kansas by attending the races.

Secondary Messages

• Your attendance will give you a chance to feel the spirit of competition.

• You can reinforce your commitment to the community and reach out to other members.

• Attending the races makes you part of the MDLMS family and gives a connection to the drivers representing your community.

Primary Message:

Your ticket purchase will give financial support to a community business that is locally owned and represents the entertainment needs of your family.

Secondary Messages

• The tickets are very low priced and give you a reason to get out with the family during the economic downturn

• Your continued financial loyalty will bring the opportunity for more races during the season to enjoy.

Primary Message:

Attending MDLMS races opens up new opportunities for outside drivers

Secondary Messages

• Your financial efforts will attract the attention of other drivers to bring more competition to the races as well as the spirit of competition

• You gain the chance to meet other well-accomplished drivers and expand your connection to the MDLMS

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Strategies

Magnets

T-shirts

Bumper Stickers

Website

Radio

Fliers

Personal Invitations

Man showings

Tactics

Magnets- place at gas stations, implement stores, junk yards, banks any local and surrounding business that deals with auto repair, or fanning.

Key Publics- community and surrounding area, family, fans.

T-shirts - Sold at the racetrack, giveaways through air canon. Key Publics - fans, family.

Bumper Stickers - Placed at gas stations, implement stores, junk yards, banks any local and surrounding business that deals with auto repair, or fanning.

Key Publics - fans, drivers, family, community and surrounding area.

Website - Used to update fans and potential fans. Give facts about the racetrack, drivers, fans, and giveaways. Can create a blog. Two-way communication making the outsiders insiders by allowing them to have input into what is happening with the track.

Key Publics - community and surrounding area, family, fans, main sponsors, drivers.

Radio - Radio airtime for advertising. Radio contests and giveaways. Free tickets. Key Publics - fans, family, community and surrounding area.

Fliers - Used around the community to promote upcoming events.

Key Publics - community and surrounding area, family, fans, main sponsors, drivers.

Personal Invitations - Used to give a personal touch and show drivers that you really appreciate them attending the races. It shows that Minneapolis Raceway is sincere in wanting the drivers to make trip to the racetrack.

Key Publics - drivers.