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, [email protected].
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, [email protected] 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 [email protected].
PR & MARKETING SUMMIT Photo Request
Any photo request in 2021 should be made to Casey Wagner, [email protected].
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