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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

  1. 1. Front Row Motorsports and U.S. Shredder A Case Study in NASCAR SponsorshipPrivileged and Confidential Information. Do not publish or redistribute.
  2. 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. 3. 3Program Overview Traditional Media Cause Digital Marketing Media Driver & Team B2B Hospitality Pass- At-Track Through Appearance Rights
  4. 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. 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. 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. 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. 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. 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. 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. 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. 12. Robin Johnson William Sturgill Mike Laheta EVP & Chief Marketing Officer Director, Business Development Director, Marketing & Business 704.904.4347 859.797.0004 440.773.2701 Leading The Pack In Sponsorship Value