Sponsorship Case Study


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Sponsorship Case Study

  1. 1. Privileged and Confidential Information. Do not publish or redistribute.
  2. 2. 2McCall Farms Brands
  3. 3. 3Program Objectives • Strengthen McCall Farms’ relationship with the retailers and distributors that sell its product offering • Increase brand awareness, customer loyalty and achieve an incremental sales lift among NASCAR fans • Energize and excite McCall Farms employees
  4. 4. 4Program Assets • Primary sponsorship of the No. 34 Sprint Cup car at Darlington • Comprehensive marketing rights to all FRM marks and David Ragan • David Ragan driver appearance • Race Shop and Facility Tour • At-track meet & greet with David Ragan and No. 34 Team • VIP Race Experiences • Pass-Through Rights
  5. 5. 5 Employee360⁰ Program Overview Morale Increased Hospitality Credibility Consumer Traditional Brand Media Awareness Team & Driver Autograph Social Media Sessions Retail Apparel Relationships Promotion
  6. 6. 6Paint SchemeGoalCreate an energizing paint scheme thatclosely resembles the packaging of thePeanut Patch can. “LOVE that car” -Shannon Early Bygott Front Row Motorsports Facebook Fan “Green and peanuts, forget all of those old wise tales. I think it looks GREAT.” -Janice Budd-Fentress Front Row Motorsports Facebook Fan
  7. 7. 7Retail Key SuccessesProvided Pass-Through Rights to I.G.A. and featured them on theNo. 34 Sprint Cup CarEntertained key retail partners and chain decision makers at-trackthrough a VIP Race ExperienceLeveraged NASCAR assets to gain additional shelf space, end-of-aisle displays and point-of-sale materialsIncreased credibility with key retail partners, including Wal-Mart David Ragan POS Display
  8. 8. 8At-Track Appearance • Fans rushed into the Sprint Experience to be a part of David’s Question and Answer session with Miss Sprint Cup and lined up to get his signature on a Peanut Patch autograph card
  9. 9. 9Sampling & Display • Gift bags for media members • Free samples outside of No. 34 hauler in the garage area • Free samples at ThePressBoxRadio.com “Race Bus” • David Ragan autograph session at the Sprint Experience • Peanut Patch apparel worn by the No. 34 crew and all McCall Farms guests
  10. 10. 10Hospitality • The McCall Farms leadership team made a trip to visit and tour the Front Row Motorsports shop the Monday prior to the race as well as meet their driver and crew. • McCall Farms used its at-track VIP race experiences to entertain employees and clients, proving NASCAR is a valuable tool in both business development and building employee morale. • At-track meet & greet with David Ragan for McCall Farms and its guests
  11. 11. 11Employee Morale“I just wanted to take the time to thank all of you at FrontRow Motorsports for the hospitality that you extendedtowards me and my son Trenton. Because of the time youtook to spend with him, he will be a Front Row and DavidRagan fan for life. I wish I had caught the name of the #34car’s gas man, but I wanted to especially thank him for takingso much time with Trenton. He put him on the pit box andgave him a lug nut from the car. It may seem small, but to an8 year old it is something that he will never forget.… yourtype of organization is one that I am proud to see PeanutPatch and Margaret Homes associated with. Again thank youall for the hospitality and generosity extended to us duringthe Darlington race weekend.”-Jeff CrispMaintenance Manager, McCall Farms
  12. 12. 12In-Market Signage • McCall Farms used their Front Row Motorsports assets to place billboards throughout the Darlington race market • Many fans commented on the billboards, proving they were effective at generating overall brand awareness among the 63,000+ race attendees
  13. 13. 13Creative Hero Cards T-Shirts Retail Standees Billboards
  14. 14. 14PR Strategy • Provided the media with a variety of story lines to pick up 1. Peanuts and Green are generally considered “bad luck” in racing 2. David Ragan coming off of his first top-10 finish with Front Row Motorsports one week earlier 3. McCall Farms’ status as a local employer in the Darlington area 4. The No. 34 team honoring two local fallen officers from Aiken, SC • Each of these story lines was picked up multiple times, garnering a wide array of TV, Radio, Print and Online exposure for McCall Farms
  15. 15. 15Traditional Media : TV & Radio Interviews Outlet Interview SiriusXM NASCAR Radio General Manager, Jerry Freeze Interview SiriusXM NASCAR Radio Crew Chief interview on superstition SPEED’s NASCAR Race Hub David Ragan In-Studio Appearance SPEED’s NASCAR Live David Ragan Interview ESPN Radio – Myrtle Beach, S.C. David Ragan Interview The PressBox Radio David Ragan Infield Studio Interview Local ABC, NBC, FOX & CBS affiliates Each did a piece on either the fallen officers story or the unique sponsorship
  16. 16. 16TV & Radio In Pictures
  17. 17. 17Traditional Media : Print & Online HighlightsESPN.com / Jayski.comThe Wall Street Journal MarketWatchSports Business Daily ExclusiveSI.com ArticleSpeedwayMedia.com Feature StoryThe Augusta Chronicle Feature StoryFlorence Morning News Story on SCnow.comDarlington News & Press ArticlePR Newswire Press Release Picked Up by 100+News Outlets Nationwide
  18. 18. 18Race Weekend Broadcast Race Broadcast Highlights TV: Practice Session One, Final Practice, Qualifying on SPEED (David Ragan interview or callout in each of the three sessions) TV: Race Broadcast on FOX drew 5MM+ viewers Radio: Live Broadcast of Qualifying and Race on MRN Radio, and its 650+ affiliate stations Online: Live Race Broadcast, In-Car Audio and Driver Specific Content to NASCAR.com Trackpass Subscribers Hours of pre-race and post-race programming on various networks and platforms
  19. 19. 19Social & Digital Media
  20. 20. 20Social and Digital Media Key Successes 18k+ Users engaged on Front Row Motorsports Facebook Page 15K+ Users engaged on David Ragan’s Facebook Page 28 consumers engaged via the “Go Nuts For David Ragan” Video Contest Facebook and Twitter posts by David Ragan, Front Row Motorsports, Peanut Patch and Margaret Holmes Many “likes” and “comments” showed enthusiasm for McCall Farms among NASCAR fans
  21. 21. 21By The Numbers • Estimated 7,000,000+ total media impressions • $10,000+ in local media exposure (source: TV Eyes) • $200,000+ in total media equivalencies (source: TV Eyes & est. Joyce Julius rating) • 500 David Ragan hero cards produced and distributed • 50+ sample bags distributed to members of the NASCAR Media
  22. 22. Robin Johnson Jerry Freeze Mike Laheta EVP & Chief Marketing Officer General Manager Director, Marketing & Business Affairsrjohnson@frontrowmotorsports.com jfreeze@frontrowmotorsports.com mlaheta@frontrowmotorsports.com 704.904.4347 336.558.6719 440.773.2701 Leading The Pack In Sponsorship Value