Pace Car PromotionsIn Conjunction with Daytona International Speedway

Dylan Citron, Alek Lopez, Jorge Medina, Jake Moberly, Jake Rosenberg, and Collin Yeager

History of Daytona International Speedway• Originally constructed in 1959• Built out of the vision of William “Bill” France Sr.• Daytona Beach Road Course• Creation of NASCAR in 1947

• Owned by the International Speedway Corporation• Many France family members hold top positions in the company

• The venue has been renovated 3 times and is undergoing a fourth renovation• 1978: Track Renovation (repaved)• 2004: Infield Renovation• 2010: Track Renovation (repaved)• 2013-16: Daytona Rising Project

Evolution of Racing in DaytonaDaytona Beach Road

Course, Est. 1939

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Inaugural Daytona 500, 1959

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History of Daytona International Speedway• Home of the “Super Bowl” of racing• The Daytona 500 has been raced at DIS since its inception in 1959• The first Daytona 500 was known as “The 500-Mile International Sweepstakes”

• Sports car racing at DIS• The first ever Rolex 24 was raced in 1962

• Motorcycle racing at DIS• In 1961, the Daytona 200 motorcycle classic moved to DIS

• Truck racing at DIS• The first ever truck race at DIS took place in 2000• The race was sanctioned by NASCAR

Rolex 24• First event at track since completion of

Daytona Rising Project• 2-Day event• Became a 24-hour race in 1968

• Originally conceived as the Daytona Continental in 1962• Tickets include general admission

grandstand, pit road, and infield access• January 30-31, 2016

PowerShares QQQ 300

• 1st Xfinity Series race of the 2016 season• Precursor to the Daytona 500• February 20, 2016

The Young Professional Market Segment

• 15.7 million accounted for in the professional workforce

• Steve Phelps – 5 year promotional campaign

• 80/20

• Importance of social media (Brad Keselowski)

SMART Goals

1. Establish partnership with UCF Athletics

2.Use promotional items and flyers to sell ticket allotment

3.Use social media to create awareness

Considered Option #1:Market Day

• The Pitch• DIS will set up a promotional display at the Market Day event in front of the UCF

Student Union• Who• DIS and UCF Student Union

• What/Where/When• DIS will pay the $75 entry fee to market the $400 million dollar renovation of

the race track and grandstands• How does it help?• DIS will bring awareness to the Daytona Rising Project• DIS will have the opportunity to sell tickets to its spring 2016 events

Considered Option #2:Storefront Marketing• The Pitch• DIS will partner with a NASCAR sponsor to market outside its local storefront

• Who• DIS and a local retail store (i.e. Target and Home Depot)

• What/Where/When• DIS will set up a promotional table to market the Daytona Rising Project and

its many exciting spring 2016 events• How does it help?• DIS will be able to create awareness surrounding the new renovations• DIS will be able to reach potential clients in order to sell tickets

Considered Option #3: UCF Athletics Partnership

• The Pitch• DIS will establish a strategic marketing relationship with UCF Athletics

• Who• DIS and UCF Athletics

• What/Where/When• Through a strategic relationship, DIS will set up a promotional table outside the Carl

Black and Gold Cabana during an upcoming home game at Bright House Networks Stadium

• How does it help?• DIS will be able to reach its target market of young professionals as well as its

secondary market of students• DIS will be able to sell tickets to its spring 2016 events

4 “P’s” of Marketing• Product• Daytona International Speedway event tickets

• Place• Carl Black and Gold Cabana at Bright House Networks Stadium

• Price• Range from $35-40 depending on the desired event

• Promotion• Marketing outside the Carl Black and Gold Cabana at Bright House

Networks Stadium

The Creative Plan• Three-pronged approach• Social Media

• Goal: Create awareness of the partnership with UCF Athletics• Use hashtags to create a social media trend

• Print Media• Goal: Use “grassroots” marketing to reinforce social media• Use flyers to spur on high recall about partnership

• Incentive-based Promotion• Goal: Grab attention and persuade potential clients to purchase tickets• Use free give-a-ways to excite potential clients to buy tickets

Example Flyer

Marketing Distribution• Grassroots approach• Face-to-face sales • Social media• Goal: To reach as many people as possible• Young alumni social media groups

• Carl Black and Gold Cabana promotional table

Individual Sales Plans• Jake Rosenberg’s Sales Plan• Used social media posts to create awareness and sales• Attempted to sell outside storefronts

• Alek Lopez’s Sales Plan• Used job networks to create awareness and sales• Targeted family and friends as potential clients

• Dylan Citron’s Sales Plan• Targeted young alumni groups around Central Florida• Used social media posts along with a flyer to attract potential clients

Individual Sales Plans• Collin Yeager’s Sales Plan• Used internship networks and personal networks to create awareness • Used social media and personal selling to attract potential clients

• Jorge Medina’s Sales Plan• Used social media to connect with potential clients• Used jobs and professional networks to spread awareness

• Jake Moberly’s Sales Plan• Used social media to reach audience• Contacted storefronts and other physical locations about marketing

DIS

Budget

•Cost of event•Revenue making opportunities•Exposure, exposure, exposure