Owned by Speedway Motorsports, Inc.

Concord, North Carolina

Capacity of 146,000

Located in the “Heart of NASCAR”

Currently uses Facebook, Twitter, YouTube, and Fan Forums

A great deal of promotion and information about the racetrack can be found on their website

Social media campaigns have been limited to Twitter because of the strict guidelines that prevent contests on Facebook

Recent campaign aimed to promote the unveiling of the world’s largest high definition video screen at the racetrack

Campaign involved a contest on twitter where fans had to come up with potential names for the screen

Promotion for “Carolina Christmas”, one of the largest LED light displays in the country. This promotion included a virtual tour of the lightshow and Christmas village on their Facebook page.

Increase homepage viewership by 25% within six months. We would also like to increase viewership to our social media channels by 30% after a six month period.

Increase Speedway’s revenue by 20% within a six month period

These individuals are active, achievers, tech savvy, and highly motivated individuals

Familiar with and participates in social media channels

Relies heavily on the internet & most likely has a smart phone

Will use CMS as a networking and social experience along with an opportunity to host corporate events/outings

Mid-high level of income

Will make CMS a part of their lifestyle and become active among our social media channels

Opinionated and comfortable sharing reviews and comments related to their experiences

Believes that networking is the root of all success

Wife and three children and plans weekly family activities

Active in social media mostly through iPhone

Plays in his company’s softball league

New to Charlotte area but is familiar with NASCAR

Looks to CMS as a possible venue for corporate events (both client and employee)

Enjoys girls night outs, blogging, and keeping up with old friends on Facebook

Spends hours a day looking at her Blackberry and keeps in contact with family via Skype

Propose to target audience to take a break from the hustle and bustle and use CMS as an out of the office business tool, a networking opportunity, and a social outlet with friends and families

It doesn’t need to be “all work no play”

Charlotte Motor Speedway doesn’t need to be just an escape from the cubicle, but it can incorporate an enjoyable experience while being productive at the same time

Campaign will emphasize the benefits of Speedway Club along with corporate offerings

Creating a blogger page

Launching a mobile application

Creating a linked in page

Use rational appeals such as emphasizing the convenience aspect, listing the benefits of using CMS for corporate functions, explaining why CMS is a great place to take your family, and expressing why the Speedway Club is a great club to join.

Use emotional appeals such as spending time with your family, the need for socialization, and the act of having a great time

Remind our audience that life isn’t solely about work, the amount of money one makes, or your overall success if you don’t have family and friends to share your experiences with.

Move links to social media channels from the bottom of the page to the top right corner underneath the banner

Move fan forum to the Facebook page to get increased interaction

Have the most recent tweet posted in the upper right corner to keep our channels linked together

Will be our main source of updates, news about the speedway, announcing of specials, and posed discussion questions to fans

Links to all other social media channels

Incorporate social commerce with an additional tab where fans are able to purchase tickets and merchandise directly from their page

Goal is not to just bombard fans with prices, events, and specials

Want to quote fans and racers, link to creative user generated content, ask questions to fans about who they think will win races, ask how CMS can make improvements, and post quirky, clever thoughts.

Allow fans, followers, and members of Speedway Club to collaborate, network, and post helpful information to their peers

Much less text than the other pages, but will make up for this with pictures, videos, and other creations that fans can post to the page

Outlet for fans to show and express their love for the speedway, what the speedway means to them, and any memories they’ve experienced with CMS

Upload videos from the races, interviews with racers, interviews with fans, videos created by fans, and any videos that CMS uses as promotional tools

Will allow users to post back to social media channels

Feature a calendar component with CMS Logo that allows for our target audience to keep their on-the-go lifestyle organized

The Track App will stream feeds from Facebook and Twitter to the user.

It will allow users to post directly to Charlotte Motor Speedway social media pages.

A calendar component will allow fans to save events from the Charlotte Motor Speedway Facebook page and they will automatically integrate into their calendar.

This mobile application is perfect for the on-the-go user that wants to stay up-to-date on events at the speedway.

A special speedway cam will launch in January, showing the construction of the LCD screen at the speedway

Beginning with All Star Race In May, Speedway Cam will be on to capture moments on and off the track

Changes and improvements to Facebook page, twitter, and YouTube implemented as soon as possible

Speedway Cam viewing of HD screen construction up and running by January

Track App must be fully completed by February 17th and the launch date is planned to be April 17th, 2011

May 14th, one week before the All-Star Race, Speedway Cams will begin showing live feeds from around the track

Social media channels need to be updated daily and blogger posts featuring user-generated content should be posted as often as that content becomes available

Increase brand awareness, better the reputation of the speedway, provide fans with accurate speedway information in real time, and encourage fan engagement and interaction with the brand

Emphasizes not only ticket sales but also developing meaningful relationships with their fans

If there has been an increase in the overall following, interaction, and content generation via social media outlets, then our campaign was a success.

If more people join The Speedway Club, use our corporate functions as benefits to their businesses, or use the speedway to compliment their family life