SlideShare a Scribd company logo
intern project
love advertising
summer 2012
Monday, July 30, 12
Monday, July 30, 12
situational analysis
back after a 5 year hiatus
IZOD IndyCar series
1.7 mile track around reliant park
Monday, July 30, 12
overview
target market analysis
media plan
creative executions
non-traditional advertising
public relations plan
$300,000 media budget
$80,000 production budget
Monday, July 30, 12
objectives
Monday, July 30, 12
ticket sales & attendance
1
awareness & hospitality sales
2
Monday, July 30, 12
target market
Monday, July 30, 12
male
sports fans
families
young
professionals
Monday, July 30, 12
51 years old
college graduate
graduate of the corps of cadets at texas a&m
conservative
loves to attend events around town
Jim
The
Martins
Ben
married for 10 years
have two children, between ages 7 and 10
regular church goers
love taking on diy projects
take family vacations every year
recent college graduate
fraternity alumni
active in social media
goes out frequently
watches espn
Monday, July 30, 12
messaging strategy
Monday, July 30, 12
messaging strategy
festival of speed
23.5% of Houstonians attend 3+ sporting events/year
tone of excitement
create event loyalty
Monday, July 30, 12
media plan
Monday, July 30, 12
planning data
research through scarborough and social media
established main demographic
rationale behind chosen demo
Monday, July 30, 12
television - :30 units
SEPTEMBER OCTOBER
TRPs 75 75 75
$225,878
week
of 2 9 16 23 30 GPOH 10/4
Monday, July 30, 12
radio - :15 and :30 units
SEPTEMBER OCTOBER
TRPs 50 50 50
$39,630
week
of 2 9 16 23 30 GPOH 10/4
Monday, July 30, 12
outdoor - 6 boards
SEPTEMBER OCTOBER
$15,000
week
of 2 9 16 23 30 GPOH 10/4
Monday, July 30, 12
txdot - 1 message, all metro boards
SEPTEMBER OCTOBER
$2,300
week
of 2 9 16 23 30 GPOH 10/4
Monday, July 30, 12
MAY
$8,000
paid search
JUNE JULY
AUGUST SEPTEMBER OCTOBER
29
29
6 13 20 27 3 10 17 24 1 8 15 22
5 12 19 26 2 9 16 23 30 GPOH 10/4
cost $1000
cost
$1250 $1250
$1500 $2500 $500
Monday, July 30, 12
internet - 300x250 and 728x90 standard fl ash units; facebook ads
SEPTEMBER OCTOBER
$5,500
week
of
2 9 16 23 30 GPOH 10/426
cost $3500 $2000
Monday, July 30, 12
audio streaming - pandora
SEPTEMBER OCTOBER
$3,500
week
of 2 9 16 23 30 GPOH 10/4
cost $3000 $500
Monday, July 30, 12
tv
radio
outdoor
paid search
internet
audio streaming
txdot
75%
13%
5%
3%
1%
1%
2%
media budget
breakdown
Monday, July 30, 12
creative
Monday, July 30, 12
Monday, July 30, 12
Monday, July 30, 12
audio streaming banners
Monday, July 30, 12
web banners
Monday, July 30, 12
mobile app
Monday, July 30, 12
:30 tv spot
Everything is faster at the GRAND PRIX
ALL services
Minimum
45min wait.
Monday, July 30, 12
:30 radio spot
helio castroneves
Monday, July 30, 12
non-traditional
Monday, July 30, 12
ambient installations rodeo and
astros games
Monday, July 30, 12
race banners three weeks
before event
Monday, July 30, 12
metro rail wrap
fast track to the finish line
three weeks
before event
Monday, July 30, 12
guerrilla citations texans
games
Monday, July 30, 12
baggage claim vinyls three weeks
before event
Monday, July 30, 12
hotel derek months of
june and july
Monday, July 30, 12
show car placement three weeks
before event
Monday, July 30, 12
public relations
Monday, July 30, 12
publicity opportunity at shell eco-marathon americas
discovery green & george r. brown convention center april 7, 2013
Monday, July 30, 12
media gifts
foam racing helmet
send to 250 members of
the media in march
$1742
Monday, July 30, 12
facebook
Monday, July 30, 12
#gpofhouston
#wheresthecar
#notfastenough
Monday, July 30, 12
send 100 gift packages to
current reliant stadium suite holders
dec. 1, 2012
printed golf towels
embroidered baseball hat
titleist pro V1 golf balls
2 tickets to the 2013 shell houston open
Monday, July 30, 12
group buying week before event
Monday, July 30, 12
tire vinyl
hotel derek
hospitality gifts
metro wrap
light pole banners
baggage claim vinyls
billboards
media gifts
parking tickets
installation
contingency
production budget
breakdown
25%
12%
9%
8%
6%
4%
4%
2%
1%
7%
21%
Monday, July 30, 12
recap
Monday, July 30, 12
Monday, July 30, 12

More Related Content

Featured

Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
Christy Abraham Joy
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
Vit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
MindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
GetSmarter
 

Featured (20)

Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 

SarahRoseWorkSample