C HARLOTTE M OTOR

S PEEDWAY
S OCIAL M EDIA C AM PAIGN

Sarah Rowe, Preston Gomez, Kim Wheeler,

Paul Naoum, and Donna Wood
 C LIENT B ACKGROUND

 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
 C URRENT M ARKETING M IX

 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 C AMPAIGNS

 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
 C AMPAIGN O BJECTIVES

 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 A UDIENCE
 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
M EET J OE 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
V ERONICA D ANIELS

 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
 C AMPAIGN T HEME

 “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
 S OCIAL M EDIA S TRATEGY

•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

 C REATIVE S TRATEGY
 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
 E XECUTIONS /D ESCRIPTIONS

CMS Homepage

 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
 E XECUTIONS /D ESCRIPTIONS

Facebook

 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
 E XECUTIONS /D ESCRIPTIONS

Twitter

 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
 E XECUTIONS /D ESCRIPTIONS

Linked In

 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.
 E XECUTIONS /D ESCRIPTIONS

Blogger

 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
E XAMPLE B LOG
E XAMPLE B LOG
 E XECUTIONS /D ESCRIPTIONS

YouTube

 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
E XECUTIONS /D ESCRIPTIONS

“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 RELEASE
CONTACT Client Contact Agency Contact
INFORMATION: Jennifer Hebert Social Media, Inc
(704) 455-3209 (252) 555-7654
jhebert@CharlotteMotorSpeedway.com
mktg4972@gmail.com
www.charlottemotorspeedway.com www.socialmediainc.com
Charlotte Motor Speedway Releases “Track App” for iPhone
Charlotte 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/media
www.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.
 T HE S PEEDWAY C AM

 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
 P LAN 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
 H OW 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
 M EASUREMENT AND
E VALUATION

 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!