Can we use a different background shot of a track less grassroots?
Needs logos of all current partners
THE ROAD TO:EDUCATION. EMPOWERMENT. OPPORTUNITY. CHANGE
Table of Contents Program Objectives More than a Race Team Driving Business Innovative Motorsports Marketing NASCAR Fueling Dreams Tour Customizable Tour Elements Potential Rights and Assets Community Outreach Tour Target Markets Confirmed 2011 Tour Event Dates Show Car/Driver Appearances Social Media Strategy Media Coverage Changing Lanes on BET NASCAR Drive for Diversity Revolution Racing: The Challenge Revolution Racing: The Solution Technology Training Center Current Partners and Programs 2011 Driver Lineup 2010Season Highlights Contact Information
Program Objectives Revolution Racing provides a powerful platform to help reach a variety of business objectives
Develop advertising and marketing campaigns that represent the diversity of the communities is serves
Drive traffic/business at local retail locations
More than a Race Team Revolution Racing tells the sponsor’s brand message to a diverse group of consumers through a marketing platform backed by the power of NASCAR and communicated through a multi-dimensional combination of:
Branded NASCAR teams competing in more than 100 races annually in front of more than 75,000 fans
NASCAR’s Fueling Dreams Tour NASCAR’s Fueling Dreams Tour Goals: Integrate sponsors’ brands with Revolution Racing’s significant and diverse audience Database acquisition Showcase sponsor products and services Exposure & Branding Elements
Interactive Fan Experience
iRacing Simulators Pit Crew Participation
Product Demonstrations Sampling
Revolution Racing Display
NASCAR History Wendell Scott Display
Mobile Pit Tour
Transporter Branding Pit Box Branding Consumer Date Capture Through:
Revolution Racing Potential Rights and Assets Community Outreach and Fueling Dreams Tour Sponsor Product Showcase/Display Sponsor Branding on Tour Hauler (Four Primary Sponsors) Sponsor Branding on Show Car (Four Primary Sponsors) Sponsor Branding on iRacing Simulators (Four Primary Sponsors) Sponsor logo on Fan Credential Holder Data Collection and Database Opportunities to distribute promotional items and coupons Media Assets Social Media presenting sponsor and integration of sponsor products Sponsor branding and links on all Revolution Racing web and social media sites Dedication public relations outline and plan Primary Sponsorship Rights
Naming rights to NASCAR Fueling Dreams Tour
Intellectual Property Rights
Right to use Revolution Racing logo and marks in Advertising and Promotion
Full Season Primary (12 races) on K&N Series race car in brand colors and logo
Community Outreach Tour NASCAR and Revolution Racing know that reaching a new and diverse audience will require connecting at grassroots level. Revolution Racing will reach out to diverse communities through NASCAR’s Fueling Dream’s Tour Presented by Revolution Racing being conducted throughout 2011 and geared to reach more than 500,000 diverse consumers at more than 20 events including:
Social Media Strategy While the national population of African-Americans is 13%, 25% of all social media users are African-American. Indeed, African-Americans are the heaviest percentage of users of social media followed by Hispanics, Asians and Caucasians. Revolution Racing will engage the African-American and Hispanic communities and other millennials through extensive grassroots, social media strategies and outlets For example:
Each Revolution Racing driver will make multiple “contacts” (Facebook updates, Twitter tweets, etc.) for sponsor-branded integration per week
Each Revolution Racing driver will record and upload videos to YouTube weekly
Presenting sponsor on all electronic media assets and messaging (web sites, e-blast, etc.)
Promotional offers will be integrated on all social/electronic media platforms for the sponsor
The competition and selection process that produced Revolution Racing’s 2010 roster of drivers was the subject of a reality television program on the BET network. Changing Lanes was an eight-episode one-hour competition series that chronicled NASCAR’s search for the next female or minority driving sensation.
Produced by NASCAR Media Group in partnership with Max Siegel, and narrated by rap star Ludacris, Changing Lanes captures the physical, emotional and psychological demands the competitors faced day to day, and educates viewers about America’s second most popular sport. It also unabashedly explores the issue of race and diversity with NASCAR.
NASCAR Drive for Diversity Diversity is NASCAR’s No. 1 corporate initiative
NASCAR strives to help grow its overall fan base by developing more female and minority fans
NASCAR knows the sport needs drivers that these fans can relate to and cheer for to gain their interest
Revolution Racing is NASCAR’s vehicle to develop these drivers and grow its fan base
Until recently, if you were born female, Hispanic or African-American, it as virtually impossible to even consider a career as a top NASCAR driver REVOLUTION RACING: The Challenge
Revolution Racing: The Solution Now, Revolution Racing exists to make the path to NASCAR not only a possibility, but a reality for a group of talented young female and minority race car drivers
Revolution Racing is the competition arm of NASCAR’s Drive for Diversity program, currently running 10 race teams in the NASCAR K&N Pro Series and the NASCAR Whelen All-American Series, as well as a youth racing development program.
The drivers are talented young up-and-coming minority and female drivers from all over the United States, chosen from hundreds of applicants in a combine-style tryout camp in an effort to find the next female or minority racing sensation.
Revolution Racing provides its drivers and team members the equipment, coaching, mentoring and development needed to progress through the NASCAR ranks.
The ultimate goal is a berth in the NASCAR Sprint Cup Series for one or more of these drivers and the attendant exposure and fan interest they will draw for the sport.
You can be a part of the Revolution by helping to change the face of NASCAR Racing
Technology Center Virtual Seat time. The Revolution Racing Technology Center is an academy style driver training and education facility equipped iRacing simulators allowing the drivers to log thousands of “virtual” laps and accelerate their development. 20
Current Partners and Programs Revolution Racing works diligently to connect with other team partners in an effort to develop new business relationships, sales opportunities and cross-promotional and marketing activities Revolution Racing’s drivers and management can work to leverage other Revolution Racing Partnerships
2011 Driver Lineup Michael Cherry Bryan Ortiz Mackena Bell Darrell Wallace Jr Jorge Arteaga Jessica Brunelli Trey Gibson TaylaOrleans Ryan Gifford Not pictured: Sergio Pena, Dallas Montes, Juan Carlo Bloom 22
March 27, 2010 Revolution Racing driver Darrell Wallace, Jr. became the youngest and first African-American to win in NASCAR K&N Pro Series history;
On June 5, 2010 Revolution Racing driver Ryan Gifford became the first African-American driver in NASCAR K&N Pro Series history to qualify on the pole;
June 11, 2010 Michael Cherry became the first African-American to win at Tri-County Speedway (Hudson, N.C.);
July 2, 2010 Megan Reitenour became the first female driver to win at Tri-County Speedway (Hudson, N.C.).
July 30, 2010 Darrell Wallace Jr. won his second NASCAR K&N Pro Series East race at Lee (N.H.) USA Speedway.
Sept. 24, 2010 Darrell Wallace Jr. become the youngest and first African-American to capture Sunoco Rookie of the Year honors finishing third in season points.
Contact: Revolution Racing 163 Rolling Hill Road Mooresville, NC 28117 (704) 247-8500 Revolutionracing.net Max Siegel, CEO & Co-Owner Max@revolutionracing.net John Story, President & Co-Owner John@revolutionracing.net (704) 202-9256 (mobile) 24