______________________________________________________ The World’s Toughest Bicycle Race RAAM 2008 Marketing Impact Projection The Race Across America has a comprehensive marketing plan which guide our management of the race. Some key concepts and components are outlined briefly below. RAAM’s Positioning Concepts: Tagline – “The World’s Toughest Bicycle Race” Non-negotiable values: a) RAAM is the toughest endurance event in the world b) RAAM is a non-stop, continuous race c) RAAM is trans-continental RAAM Property’s unique characteristics & motivating stimulii a) RAAM racers are Heroes b) RAAM racers are Inspirational c) RAAM racers display Courage d) RAAM is the ultimate Challenge Business Objectives related to Marketing Impact • Operate the race as the premier ultra cycling event in the world • Manage the “Customer Experience” throughout the year, for all stakeholders, in a manner that exceeds their expectations. Our Customers: The majority of our marketing resources shall be prioritized toward meeting the needs of three general segments of customers: a) RAAM family and Stakeholders – This general segment includes current and past racers, their crews, their local supporters and benefiting charities, and national RAAM sponsors. b) Prospective RAAM participants – This general segment includes the ultracycling community, racing and club cyclists, multisport, adventure and outdoor enthusiasts, and organizations that might support or benefit from RAAM participation. c) Interested Spectators – This general segment includes the family & friends of racers, and the individuals and organizations within the cycling, health & green industries that might share a common mission with RAAM All marketing efforts are targeted toward specific audiences, with relevant and meaningful content for those specific audiences. Our Tactics: Our marketing plan is comprehensive and includes guidelines for: Product, Pricing, Customer Relations, Promotion, Advertising Electronic Media (Website), Television, Print media, Radio, Public Relations, Events, Trade Shows, Merchandising, Alliances and Partnerships. ______________________________________________________ The World’s Toughest Bicycle Race Marketing Impact for Sponsors Sponsors are referenced in many communications regarding the race. RAAM will create a custom program to meet your needs, but, following is a broad view of the marketing reach of RAAM throughout the year. Athlete Participation Athlete participation hit an all-time high in 2007 with 213 entrants, from 13 nations, spread across 69 racing entities. Additionally, the racers’ crews and RAAM staff, bring the total population of the RAAM entourage up to an estimated 800 people. In addition to the comprehensive marketing efforts of the RAAM organization, the 200+ racers implement their own marketing efforts within their local communities. Grassroots interest is substantial for RAAM because these athletes have generally engaged their local communities through their past competitive history, their linkage to charitable causes, or their years of preparation for RAAM. The Race organization provides toolkits and support to our racers in order to ensure consistency of messaging across the nation and around the world. Television Coverage National/International Coverage - In 26 years, the race has been aired as a feature presentation, on ABC Wide World of Sports, ESPN, OLN, BBC and NBC. RAAM’s management is in negotiations with several interested Production companies that aspire to build a relationship with a network television outlet for a feature series of the 2008 race. Regional News Outlets - 30+ television stations around the nation picked up the RAAM story and aired it on news shows more than 90 times to a potential audience of 44 million in 15 states. Additionally, RAAM news bulletins have been picked up by dozens of broadcasters in foreign nations Print Coverage Coverage spans the entire year. Total impressions exceed 35 million per year. For example, in the U.S., RAAM logged over 300 newspaper and magazine stories with regional coverage appeared in 26 states. Major print titles covering recent races include: New York Times, Wall Street Journal, San Diego Tribune, Denver Post, Boston Globe, USA Today, Sports Illustrated, National Geographic Adventure, Scientific American, Outside Magazine, Bicycling, and many other opinion leaders. Radio Coverage Coverage is concentrated in markets along the race route and in the regional markets of the participating athletes. The local ESPN Radio outlet has provided coverage from the Finish Line. Internet Coverage ______________________________________________________ The World’s Toughest Bicycle Race The RAAM website drew over 4 million page views during the 2 weeks of race coverage in June 2007. RAAM utilized a corps of media personnel in the field, coupled with writing staff stationed at race headquarters, to provide robust coverage of the race. In addition to an average of 4 feature length articles per day, our writers posted race news, updates & features every 30 minutes (24 hours/day) via a “ticker style” format. Additional web metrics - Not included in those metrics are visitors to our photo and video postings. RAAM posted two news report video clips each day, and each received an average of 6,000 views. RAAM is building an enhanced platform to feed these video releases to broadcast outlets across the world via satellite feeds. Our field photographers uploaded over 2,000 photographs during the race, and these images were projected over 3 million times during the month of June 2007. Other web sites – We traced 219 web site stories (in English) for the period of June 2007. These represent both stories featured on a media outlet website and blogs. Collaterals The Finish Line City logo is featured prominently in/on: • An 8-page RAAM Program booklet is printed as an insert to VeloNews Magazine and utilized as targeted distribution piece and handout. • Sponsor banners are hung at the start, finish and at Time Station points along the route. • RAAM staff wears branded clothing. • Thousands of T-Shirts and cycling jerseys sold to racers, crews and fans. • All Racer correspondence, including Route Books and Logistics Binders Advertising, Promotions, and Public Relations • RAAM advertises and promotes in several major cycling and fitness publications and web sites. • Press Release Activity - A total of 50+ unique press releases and newsletters are distributed, throughout the year, to media outlets and RAAM’s subscriber base. • Racers implement their own marketing plans in local communities. • In 2007, over 30 unique charitable organizations benefited from our racers’ partnerships.
Pages to are hidden for
"RAAM 2008 Marketing Impact Projection"Please download to view full document