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An Introduction to Mark Allen Racing Inc., a Veteran Owned NASCAR Race Team Organization


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Mark Allen Racing is a new venture in the exciting world of professional motorsports specifically NASCAR. A Veteran owned corporation with a goal of fielding highly competitive race teams for entry into the NASCAR Nationwide Series for the 2011 racing season.
Mark Allen Racing is an organization deeply committed to a mission of fielding the most competitive race teams possible for our sponsors, partners and race fans. We expect to win each and every time we take the track. We will make this happen through an unquestioned dedication to racing excellence in all we do, with a diverse, empowered and highly engaged team resulting in continuous championship caliber performance.
Mark Allen Racing will offer a product built around value, performance and corporate exposure and opportunity.
VALUE: We recognize that there must be a positive Return on Investment for our sponsors, shareholders, partners and most importantly our fans. We will put only competitive cars on the track each race for the full season with the goal of finishing in the “Top 20” every race thereby maximizing visibility of our car and sponsors to the fans & viewership. Our driver will be highly engaged with our sponsors and fans across all levels.
PERFORMANCE: There is no better feeling than winning. Being in Victory Lane delivers the ultimate value for all stakeholders. Accordingly, it shall always be our #1 performance goal. We will carefully and continually measure our performance against our competitors and make the necessary adjustments to improve our performance accordingly.
CORPORATE EXPOSURE: Our sponsors are the catalyst for providing the opportunity to go race. Our sponsors will always be our first priority in maximizing exposure for the company and associated products and services. OPPORTUNITY: We recognize that there is a lack of opportunity in professional motorsports for women and minorities. NASCAR recognizes this as well and has created the “Drive for Diversity” program to address this as a corporate priority. Mark Allen Racing will align with this very important initiative as a company priority.

A partnership with Mark Allen Racing will deliver significant Return on Investment through increased exposure and activation of your products and services through leading edge marketing thinking.

Come take a ride with us.

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An Introduction to Mark Allen Racing Inc., a Veteran Owned NASCAR Race Team Organization

  1. 1. Mark Allen Racing: The Race Team of Tomorrow™ For Our Brand Partners, Our Fans, and Our Team Mark Allen C: 610.420.4600 E: 4/20/2010 Proprietary to Mark Allen Racing, Inc 1
  2. 2. The Mark Allen Racing Mission… Mark Allen Racing is a highly innovative organization deeply committed to the mission of fielding the most competitive race teams possible for our sponsors, partners and race fans. We will make this happen through an unquestioned dedication to marketing and racing excellence in all we do, with a diverse, empowered and highly engaged team resulting in continuous championship caliber performance on and off the track. 4/20/2010 Proprietary to Mark Allen Racing, Inc 2
  3. 3. The Race Team of Tomorrow™ • Provides traditional exposure of a NASCAR team at televised races, events, and with our Driver…. • PLUS: leverages Team oriented social media and interactive networks to engage fans and invite them to participate in the Team experience • Syndicates sponsor branded messages and promotions throughout the Team network • Gives our fans and brand partners unprecedented access to the Driver and Team via social media engagement 4/20/2010 Proprietary to Mark Allen Racing, Inc 3
  4. 4. Our Concept of Operations Established in September 2009 by Mark Allen with the intention of going racing at the NASCAR Nationwide level in 2011 through the application of new and innovative best business practices. Mark Allen Racing expects to capture an opportunity presented by: – a recessive economy, – unprecedented access to top talent, – tremendous expansion of the social digital media space and, – NASCAR’s renewed commitment to developing opportunities for women & minorities. 4/20/2010 Proprietary to Mark Allen Racing, Inc 4
  5. 5. Our Driver – David Stremme A Racer… • Two Rookie-of-the-Year titles and two track championships in Mid-West Circuits • ASA 2002 Rookie-of-the-Year. • 2003 NASCAR Nationwide Series Rookie-of-the-Year award for Chip Ganassi Racing. • Earned four Top 5 and fourteen Top 10 finishes during the 2004 season. Earned 10th-place finish in the NNS driver point standings. • In his Cup Series rookie campaign in 2006, Stremme started 34 of 36 races and earned four top-15 finishes • He finished the 2007 Cup Series season 24th in the driver point standings. • Ran both Cup Series and Nationwide Series in 2007. • Ran full Nationwide Series for Rusty Wallace Racing in 2008 and finished 11th in the final point standings for 2008. • David drove the No. 12 Penske Dodge for the 2009 NASCAR Sprint Cup season. ….and a Role Model! 4/20/2010 Proprietary to Mark Allen Racing, Inc 5
  6. 6. How this will be a Successful, Innovative Partnership ● Leverage every opportunity to build product awareness and drive registration ● Develop content and partnerships that allow us to expedite the customer experience -- “shorten the distance” between interest and activation ● Present a simple, flexible brand story for the sponsor and Mark Allen Racing ● Embrace and facilitate customer choice and preference across channels (content distribution and customized experiences) ALL PROGRAMS LEAD TO TARGETED DESIRED ACTIONS Awareness  Registration  Engagement/Activation  Revenue  LTV of Customer Segment 4/20/2010 Proprietary to Mark Allen Racing, Inc 6
  7. 7. Mark Allen Racing Provides a Valuable Network of Opportunity • Customer Relations Integaa Business Impact • Co-Promotion Opportunities with other Integrated and measurable marketing Mark Allen Racing Sponsors programs tailored to meet team & • Co-Promotion opportunities with other sponsor business objectives and build NASCAR sponsors customer loyalty Employee Relations Community Involvement • Trackside events, hospitality & merchandise • Business building promotions to increase to provide motivational & team building sales at the national and/or regional level. opportunities • Integrated cause marketing opportunities to • Customized awards & recognition programs provide support through “Josh the Dog” or with driver & team sponsors charity / foundation of choice. • Diversity recruiting & recognition programs 4/20/2010 Proprietary to Mark Allen Racing, Inc 7
  8. 8. 4/20/2010 Proprietary to Mark Allen Racing, Inc 8
  9. 9. Awareness & Engagement Video and Promotional Fan Engagement, learn Engagement about the team News Engagement Enabling purchase, Major Brand links Opt-in data, collecting Cell phone numbers Fan Engagement, For future texting diversity affinity Opt-in data, collecting Opt-in data, collecting Email addresses for Email addresses for Future emailing Future emailing Fan Engagement, External engagement, Driver connection Facebook, twitter, Youtube, Enabling Purchase: Link to Primary Brand Enabling purchase, Partner Associate Brand Links 4/20/2010 Proprietary to Mark Allen Racing, Inc 9
  10. 10. Measurement & Racing • Racing makes it all happen! – Race day attendance figures – Television audience ratings – On-camera air time value – Top 20 finishes – Race finish percentages • Huge race audience pool is ‘top of funnel’ that attracts our team’s specific fan base 4/20/2010 Proprietary to Mark Allen Racing, Inc 10
  11. 11. Our Charitable Cause….. “Josh and Friends” 4/20/2010 Proprietary to Mark Allen Racing, Inc 11
  12. 12. “Josh and Friends” • Josh and Friends uses the power of pets to help children face medical procedures • Natural tie-in with reputable charity to demonstrate Team and Brand Partner commitment to community • Activates Team/Brand Partner fans to support and embrace charity via Social Media channels • Engages fans via Driver/Team/Brand Partner public appearances in support of charity 4/20/2010 Proprietary to Mark Allen Racing, Inc 12
  13. 13. Mark Allen - Bio • Career Naval Officer & Carrier Aviator • Aerospace & Defense Industry Professional • Competencies in Business Development, Corporate Strategy, M&A, P&L Management • MBA Penn State College of Business • Executive Certification in Corporate Strategy & Innovation, MIT Sloan School of Management • MS (Aeronautical Systems Design) Track – University of Tennessee Space Institute • Lifelong NASCAR & Racing Enthusiast 4/20/2010 Proprietary to Mark Allen Racing, Inc 13
  14. 14. Board of Advisors Mark Sandsonis a strategic advisor and Mark G. Dillowis currently the Chief financial intermediary, assisting middle market Executive Officer of Dean Lumber & Mark Kinnanecurrently serves in a key leadership technology businesses. He has had executive Supply and Managing Member of the position with Computer Sciences Corporation roles in successful privately-held companies Dillow Group Real Estate Development (CSC), following a successful career in the U.S. and established public firms. He has directed Company. Mr. Dillow has spent a Navy. For the past 15 months, Mark has consulting, operations, and marketing in a career as a very successful small served as a Client Relationship Executive and Business Development Senior Principle wide range of information technology business entrepreneur. He represents Leader for CSC. As a U.S. Navy Subject Matter applications, including internet-based systems, the newest generation of ownership Expert in Training, Mark specializes in building enterprise and scientific software and leadership of the family owned and sustaining successful business/client development, infrastructure management, Dean Lumber and Supply. relationships with senior Navy leaders, and outsourcing. His work in focusing on servicing the Navy’s Fleet training defense/aerospace applications included Mr. Dillow has branched out into real requirements. major projects in satellite tracking and estate development with multiple command and control; remote sensing and successes in the residential and Prior to entering the private sector, Mark’s image processing; weapon system engineering commercial development segments. In Navy career encompassed 27 years as a Naval and test support; air traffic control; and addition he is the Managing Member of Aviation Officer, where he successfully associated engineering services. He has the Dillow Family Charitable trained and led organizations critical to the served as member of the board of six firms Foundation. mission of our military and the defense of our and president, CEO, and chairman of own country. Mark is an expert in aircraft carrier operations with a sub-specialty in training and business. He is an accredited Executive Mr. Dillow is a graduate of Washington certifying aircraft carrier pilots. Mark is a Associate of the Institute for Independent College with a Bachelors of Science in certified Project Management Professional, Business. Mark is a graduate of the Economics. holds a Masters degree in National Security Pennsylvania State University with a degree in and Strategic Studies from the Naval War Mathematics. He has completed post College and a Bachelor of Science degree graduate work in Operations Research with from Embry-Riddle Aeronautical University. the Florida Institute of Technology and He is a member of the Tailhook Association Engineering Administration with The George and the Association of Naval Aviation. Washington University. 4/20/2010 Proprietary to Mark Allen Racing, Inc 14
  15. 15. Ad Agency of Record- The Tombras Group • Mark Allen Racing is proud to partner with The Tombras Group to direct, assist, and execute our strategic marketing programs • Mid-sized, independently-owned full service agency with dedicated Interactive staff with headquarters in Knoxville • AAAA-member agency established in 1945 • Clients have included Bristol and Lowe’s Motorspeedways • $80 M/yr in billings, 78 career professionals • Provides strategy, research, creative, & production 4/20/2010 Proprietary to Mark Allen Racing, Inc 15
  16. 16. Summary • We have a compelling story to tell built on how we see the critical role of the Brand Partner relationship in NASCAR. • We have a fanatical focus around the Brand Partner Engagement and Activation functions to maximize ROI. • Racing is the mechanism of excitement for all stakeholders. • The Digital, Social, & Mobile strategies have not yet been strategically leveraged in motorsports marketing. • We have the business leadership and marketing expertise to facilitate the delivery of a highly tailored, creative and customized platform & program for our Brand Partner. • NASCAR remains a very attractive opportunity to create new excitement and activation opportunities for our Brand Partners. 4/20/2010 Proprietary to Mark Allen Racing, Inc 16
  17. 17. For More Information Contact: Mark Allen C: 610.420.4600 E: 4/20/2010 Proprietary to Mark Allen Racing, Inc 17