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U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship
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U.S. Shredder and Front Row Motorsports: A Case Study In NASCAR Sponsorship

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  • 1. Front Row Motorsports and U.S. Shredder A Case Study in NASCAR SponsorshipPrivileged and Confidential Information. Do not publish or redistribute.
  • 2. 2U.S. Shredder • One of the world’s leading suppliers of equipment and parts to the scrap recycling industry • Sponsored David Ragan’s No. 34 entry for the NASCAR Sprint All-Star Race
  • 3. 3Program Overview Traditional Media Cause Digital Marketing Media Driver & Team B2B Hospitality Pass- At-Track Through Appearance Rights
  • 4. 4Program Objectives • Use NASCAR as a B2B tool to strengthen relationships with: – Suppliers – Customers – Trade Association • Utilize NASCAR hospitality as a tool to entertain and reward U.S. Shredder employees • Increase overall awareness for U.S. Shredder and the scrap recycling industry
  • 5. 5Paint Scheme• The No. 38 U.S. Shredder Ford also featured the logos of key U.S. Shredder business partners – Trade Association: • Institute of Scrap Recycling Industries (ISRI) – Supplier • Brilex Group – Customers and Partner Firms • U.S. Conveyer Technologies • Pinnacle Engineering
  • 6. 6Hospitality• VIP access to the NASCAR Sprint Cup garage for the race weekend• Watched the NASCAR Sprint All-Star Race from the No. 34 team’s pit box• Garage and pit tour for U.S. Shredder guests• Meet and greet with David Ragan at No. 34 hauler• Access to pre-race driver’s meeting• Pre-race photo opportunity with David Ragan and No. 34 car
  • 7. 7Media Highlights • David Ragan NASCAR Now Appearance – Prominently featured U.S. Shredder in a 3+ minute David Ragan interview piece on ESPN2 • SPEED – U.S. Shredder mentions during practice and qualifying on Friday – 2+ million television viewers • Online – Sponsorship announcement made headlines throughout the NASCAR media – U.S. Shredder email blast
  • 8. 8Social Media • 22,000+ users engaged during race week • 100+ photos uploaded during the race weekend • Unveiled David Ragan’s U.S. Shredder paint scheme on Facebook • Used to promote David Ragan’s at-track appearance • Also promoted David Ragan’s NASCAR Now Interview
  • 9. 9At-Track Appearance • David Ragan visited the Ford consumer display Saturday afternoon for an appearance that included: – an interview with MRN’s Steve Post – a fan Q&A session – a brief autograph signing
  • 10. 10Cause Marketing • Used pre-race press release and sponsorship announcement to also draw attention to U.S. Shredder’s “Castings for a Cure” campaign
  • 11. 11Key Successes • Entertained U.S. Shredder’s key business partners at the track • Leveraged “pass-through” rights with suppliers, customers and the industry’s trade association • Energized U.S. Shredder employees • Heightened awareness of U.S. Shredder among NASCAR fans • Increased exposure for the entire scrap recycling industry • Attained key insight on how to use sports marketing as a business development tool
  • 12. Robin Johnson William Sturgill Mike Laheta EVP & Chief Marketing Officer Director, Business Development Director, Marketing & Business Affairsrjohnson@frontrowmotorsports.com wsturgill@frontrowmotorsports.com mlaheta@frontrowmotorsports.com 704.904.4347 859.797.0004 440.773.2701 Leading The Pack In Sponsorship Value

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