2021 ARCA Menards Series - PR & MARKETING SUMMIT - ARCA Racing

2021 ARCA Menards Series

 PR & MARKETING SUMMIT

Communications Staff

Matt Humphrey, Director, Racing Communications, NASCAR Integrated Marketing Communications

Jason Christley, Senior Manager, Digital Editorial, NASCAR Integrated Marketing Communications

Tadd Haislop, Manager, Digital Editorial, ARCARacing.com

Charles Krall, Manager of Communications, ARCA Menards Series

PR & MARKETING SUMMIT

Marketing Staff

 Mark Gundrum, Vice President Business Development and Corporate Partnerships, ARCA

 Bob Duvall, Senior Director of Business Development, NASCAR Event Management

 Laurie Robinson, Senior Manager of Analysis Partner Sales, NASCAR

 Casey Wagner, Senior Manager, Marketing & Public Relations, ARCA

 Ryan Musialowski, Manager of Marketing and Public Relations, ARCA

 Lauren Wescoat, Director, Touring Series Racing Operations

 Destini Orr, Coordinator, Touring Series Racing Operations

PR & MARKETING SUMMIT

2021
        COMMUNICATIONS
            PLAN
PR & MARKETING SUMMIT

2021 Communications Plan

 The goal of our communications plan is to create as much interest, exposure, and goodwill in the
 ARCA Menards Series, our races, our teams, our drivers, and our sponsors as we possibly can.

 Through coordinated efforts with all of our stakeholders, we strive to increase awareness with
 hardcore race fans and the casual, general sports fans in each of the markets that will host a race
 across the ARCA Menards Series platform in 2021.

PR & MARKETING SUMMIT

2021 Communications Plan
What is the ARCA Menards Series?

NASCAR’s “stars of tomorrow” are racing in the ARCA Menards Series today.

Drivers racing in the ARCA Menards Series are hoping to follow in the footsteps of dozens of other
drivers who got their start in ARCA.

Current number of drivers in the NASCAR National Series have competed in ARCA

History of the ARCA Menards Series, ARCA Menards Series East & West

PR & MARKETING SUMMIT

2021 Communications Plan
ARCA Menards Series races are fan friendly, with reasonably-priced tickets that offer fans numerous
opportunities throughout the season to get up close and personal with the drivers, teams, and cars.
Depending on Covid protocols, each stand-alone short track race is preceded by a driver autograph
session, many of them on the track immediately before the race. Conjunction races with the
national NASCAR series often include autograph sessions in the garage area or fan zone prior to the
race.

The those who cannot attend in person, each of the 20 ARCA Menards Series races is televised live
on FS1 and MAVTV, while the East and West races are streamed live on TrackPass. MRN Radio will
provide live radio coverage of every conjunction race.

PR & MARKETING SUMMIT

2021 Communications Plan

 The ARCA Menards Series will continue to utilize ARCARacing.com as the hub for all ARCA-related
 news, timing & scoring, and photos.

 ARCA’s social channels will take a larger role in driving traffic to the website and will also be the
 where in-race updates, videos, and fan interaction will take place.

 ARCA will publish pre-event “Pit Box” updates previewing each event across the platform, as well as
 post-race recaps and notes packages.

PR & MARKETING SUMMIT

2021 Communications Plan

 ARCA media outreach will focus on unique human-interest stories that do more than talk about racing.

 Teams have been given access to ARCA’s media contact list and are encouraged to do their own media
 outreach with unique story ideas.

 ARCA will support unique team stories through outreach assistance and/or publication on the website and
 social channels.

 ARCA will produce and share tune-in graphics for each race that can be shared via driver and team social
 channels.

PR & MARKETING SUMMIT

2021 Communications Plan

 ARCA will produce unique content with drivers at all events in 2021. That content will be used on all of ARCA’s digital
 channels.

 Drivers will be invited to participate in mid-week Zoom media availabilities throughout the season. Those will be scheduled at
 a regular time – same day, same time – throughout the year.

 Following each race, the winner will go to victory lane for interviews with our broadcast partners. Drivers finishing second
 through fifth, and any others selected by ARCA, will stop at a pre-determined location for their post-race broadcast
 obligations. This is mandatory, and they will not be released until directed by ARCA staff.

 The top three finishers in each race will participate in post-race Zoom availabilities at the direction of ARCA marketing and
 communications staff. This is mandatory, and they will not be released until directed by ARCA staff.

PR & MARKETING SUMMIT

2021
                 MARKETING

PR & MARKETING SUMMIT

ARCA / Menards Relationship

 ARCA’s relationship with Menards began in 2009, constructed as a B2B marketing platform for Menards suppliers to
 participate in and support Menards grass-roots motorsports program.

 The Menards Vendor Racing Program in ARCA has now spanned more than a decade, driven by customized, targeted
 marketing assets designed to maximize ROI.

 From national television exposure, to one-on-one interaction with consumers, contractors and race fans, the relationship has
 grown to become a part of the motorsports world’s fabric.

 On February 9, 2019, John Menard announced that he, and his 300+ store chain of Home Improvement Stores, would
 become the ARCA Series Entitlement and Naming Rights Sponsor, through 2024.

PR & MARKETING SUMMIT

Menards Vendor Programs

 Four (4) Major Vendor Partners who support the Menards Series Entitlement

    Procter & Gamble – Bounty to include the Bounty Rookie Challenge Rookie of the Year program

    Richmond Water Heaters to include the Halfway leader award program

    Sioux Chief to include title sponsorship of the Sioux Chief Showdown

    Newest Partner…The Reese’s Brand from the Hershey Company

    Additionally, Menards supplier / vendor partners will support a minimum of 9 ARCA Menards Series race events as title
    sponsors.

PR & MARKETING SUMMIT

Team Sponsorship

 In addition to Series Wide Support, Menards is interested in helping out the race teams.

 Menards utilizes an agency out of Kansas City – Forward Sports Marketing

 FSM specialty is product donation / barter

 Doesn’t HAVE to be barter, but works best for Menards… faster path to a deal and money.

 For more info on team sponsorship opportunities with Menards through a supplier program, call Mark
 Gundrum.

PR & MARKETING SUMMIT

Menards Hospitality

 ARCA takes pride in giving drivers experience at all aspects of being a professional racecar driver before making the move into
 a national NASCAR touring series. They will have the opportunity to participate in many of the same activities drivers do in
 the NASCAR Cup Series, Xfinity Series, and Camping World Truck Series, including at-track hospitality.

 Menards has the option to invite up to 200 contractors to the more than one dozen race events in the Menards market. The
 contractors are provided tickets to the event plus food and beverage in a hospitality area.

 ARCA Menards Series marketing officials will ask several drivers to make an appearance at each hospitality event to do a Q&A
 session.

 Drivers do not need to be in uniform, but should bring pre signed hero cards that can be picked up by guests.

PR & MARKETING SUMMIT

Menards Store Appearances

 To help promote the race events in the Menards markets, ARCA Menards Series and Menards will host store appearances
 with a minimum of two drivers per appearance.

 Drivers can dress casually but should wear team apparel. Drivers should bring pre signed hero cards for people to pick up.

 Participating tracks are required to secure a radio remote to help promote drivers at the appearance. Drivers should expect
 to do a quick radio interview.

 We attempt to schedule appearances the night before the first on-track activity. They last one hour, and generally start at 6
 pm local time.

PR & MARKETING SUMMIT

On-Board Cameras

 Packages for the 2021 ARCA Menards Series events scheduled for broadcast on FOX Sports and MAVTV are available for
 purchase by teams and/or team sponsors.

 A limited number of On-Board camera packages are available for all eight (8) FOX Sports broadcasts, INCLUDING DAYTONA
 and can be purchased for $5,000 per event. Teams will be required to enter into formal contractual agreements and payment
 must be received in advance of camera installation for each event.

 A limited quantity of On-Board Camera Packages for the twelve (12) MAVTV events scheduled for live coverage are available
 at $5,000 per race.

 Teams interested in purchasing on-board camera packages should contact Mark Gundrum at the ARCA Office at (734) 206-
 4179.

PR & MARKETING SUMMIT

Team Sponsor Asset Needs

 Covid protocols still being in place for at least the first quarter of 2021.

           Guests Garage Passes
           Grandstand Tickets
           Suite Access
           Display Space

 Teams interested in acquiring at track assets need to call Mark Gundrum or Casey Wagner.

PR & MARKETING SUMMIT

Sponsor Guidelines

 In an ever-changing landscape, sponsor approval will be more formal. ARCA is working under the guidelines set forth by
 NASCAR.

 Teams with potential sponsorship that may fall into a questionable classification must contact ARCA for prior approval, in
 writing. ARCA may request a formal marketing plan for the proposed sponsor, including but not limited to race
 vehicle/transporter/uniforms graphic mock-up and details of sponsor presentation and execution/activation plan.
 ARCA MAY REJECT ANY PLAN OR SPONSOR IN ITS SOLE DISCRETION, WITHOUT REFERENCE TO THESE GUIDELINES.

 For any team sponsor questions, please contact Casey Wagner, cwagner@arcaracing.com.

PR & MARKETING SUMMIT

2021 Awards Guide
 The 2021 Race Event and Year-End Awards Guide will be available by the end of the week. These will also be handed out at
 the first event for each series.

 The book breaks down all sponsors in the series.

            Payout for per race awards

            Payout for end of the year awards

            Whether to receive the award if a decal, use of product and/or uniform patch is required for eligibility.

PR & MARKETING SUMMIT

2021 Firesuit Guide

 The 2021 driver firesuit guide is now available.

 Please make sure all patches are affixed to the uniform before pre-race ceremonies. Drivers might be asked by a
 photographer for a photo of them in their uniform during pre-race.

 If you have a concern that one of the patches might fall off during the race, please be prepared post race with one of the
 patches as replacement. If a driver does not have one the mandatory patches on during post race interviews they are subject
 to a fine.

 Patches are available in the ARCA Hauler, or please email Casey Wagner, cwagner@arcaracing.com to request.

PR & MARKETING SUMMIT

2021 Fender Decal Guide

The 2021 fender decal guide is now available.

All mandatory decals should be placed on the car before the start of practice. If a car does not have the mandatory decals on
the car before practice, they are subject to loss of practice time until the decals are placed.

In a change from previous procedure, decal packs will be distributed by SRI Performance in 2021. Please call SRI at (704) 662-
6982 to request decals. They will also be available on the SRI trucks at conjunction events and on the ARCA Haulers.

If a decal is not available at the track, a team will be given credit for the decal and be eligible for the award.

PR & MARKETING SUMMIT

Victory Lane Protocols

 Victory Lane Run of Show
            Driver/Car straight to VL after checkered flag
            Wait for instruction by ARCA official to exit vehicle
            TV Interview
            Radio Interview, if applicable
            Track Trophy Presentation
            Hat Dance
            Virtual VL
            Media Availability

 Due to Covid Protocols, no team members or guests will be allowed in Victory Lane at the start of the season.

PR & MARKETING SUMMIT

Virtual Victory Lane

 At select events, drivers might be asked to participate in Virtual Victory Lane with sponsor guests that could not attend the
 event in person.

 Executives from Menards and/or event sponsors will be hosted on a Zoom video chat conducted by ARCA Menards Series
 officials in victory lane. Participation in virtual victory lane is mandatory.

 Virtual victory lane generally lasts less than 15 minutes and could take place before of after the hat dance, depending on
 track and sponsor availability.

PR & MARKETING SUMMIT

General Tire

 For the 2021 ARCA Season, General Tire will once again run the General Tire Post-Race Driver Mention Program. All drivers,
 crew chiefs and rookies will be eligible for every 2021 ARCA race.

            Driver places top 5 and is interviewed on-air post-race

            During their interview, the driver mentions General Tire in a positive light which may include reference to tire
            performance, durability, and/or overall quality

 General Tire will also be running the Racer Discount Program as outlined below in “Racer Discount Program”.

PR & MARKETING SUMMIT

Headshot Photos

 Headshot photos will be mandatory for all drivers at their first event in 2021.

 Headshot photo will be taken with driver uniform. Please make sure all mandatory uniform patches affixed to the uniform
 before arriving to get your photo.

 At the first event for each series, there will be an area set up for headshot photos. With COVID protocols, we will be
 scheduling times for each driver to come and get their photo taken.

 Any remaining event, please have your driver take a photo in uniform in front of a solid white wall. Please email that photo to
 cwagner@arcaracing.com.

PR & MARKETING SUMMIT

Photo Request

 Any photo request in 2021 should be made to Casey Wagner, cwagner@arcaracing.com.

 You will be provided with a generic login to Photoshelter, our photo hosting website. Please look at the available photos and
 email the photo number.

 To help make it easier and quicker to receive the photos, please list the event that each photo comes from.

PR & MARKETING SUMMIT

Team PR Handbook

 Most information discussed in this meeting will be part of the Team PR Handbook.

 Also included in the book is track contacts for all events.
            Media Center access for PR reps
            RV Parking contact

 This document will be available at arcaracing.com under the Competitors site.

 Limited copies will also be available at track.

PR & MARKETING SUMMIT