500 Festival, Inc. 2011 IFEA Pinnacle Award Nominations Category #48 – Best Press/Media Kit Entry – 2011 500 Festival Media Guide Purpose/Objective The objective for creating the first 500 Festival Media Guide was to provide insight and instruction to local, state and national media. With the publication of a media guide, media personnel could find and research helpful information regarding the 500 Festival’s nearly 50 events and programs with one click. The Festival wanted to provide the tools necessary for the media to be motivated to cover the 500 Festival and do it accurately. Overall Effectiveness In years prior, media outlets and personnel would have to email or phone the 500 Festival office, specifically the Communications Manager, to find answers to basic information. Simple questions regarding event descriptions, credential access, times and locations, staff member information or program descriptions would have to be answered by 500 Festival staffers. The media guide provided a clear, concise overview of the aforementioned topics. Thus, the Communications Manager was relieved of a number of emails and phone calls, therefore, giving them a chance to focus on other obligations as it relates to event operations. Target Audience The 500 Festival Media Guide was targeted to media outlets and personnel. Whether it was a freelance photographer, a local television station or a national media outlet, the same information was made available for all media contacts. Number of publications, cities, states targeted. The Media Guide is available to media representatives in early spring, to allow reporters enough time to read the information and write pre-event storylines. The longevity of the media coverage continues through mid-June, a couple of weeks after our event season has ended. Types of Mediums used for Promotion The Media Guide was created and posted online to the 500 Festival website and placed on the “Media Center” page. The benefit of the online Media Guide was that anyone looking for up-to-date information on the 500 Festival could find it there, whether or not they worked for a media outlet. An email was sent to all state media indicating the Media Guide was available on the website, with a link provided. Measurable Results: The number of print articles in 2011 was up more than 4% compared to 2010. The circulation of those articles increased more than 9% over 2010. Column inches increased by 49%, meaning larger articles were written in 2011. Areas of significant improvement include Education Program (95% increase), Breakfast at the Brickyard (50% increase), Training Series (45% increase) and Mini-Marathon (12% increase). This is the first year that we specifically pitched and tracked online media coverage. For example, online coverage would include when the Indianapolis Star posts an article on their website. One benefit of targeting online publications is to reach a larger audience. The number of TV mentions in 2011 was up 3% compared to 2010. We targeted more than 350 publications statewide. Please see media spreadsheet in Supporting Materials section. Supporting Question: What did you do to update/change this promotion from the year before? Were your updates/changes successful? Please provide measureable results/examples. This is the second year that we have created an electronic media Guide. As the previous year, events and programs were described in the Media Guide, Board Members were introduced, maps were provided for the event locations, a mission statement was included and a staff directory was even listed. The Media Guide was posted online to allow anyone the opportunity to learn more about the 500 Festival. The media were a click away from being more informed on the 500 Festival, in the convenience of their own homes or offices, providing ease of participation. The placement of the Media Guide online eliminated potential printing and shipping costs. For this year, we incorporated many of the details that we still received phone calls about the previous year. We expanded the media credentialing details to help eliminate potential questions. We updated all design and photography to reflect up-to-date experiences with the 500 Festival. We added information on the 500 Festival Corporate Member program, the 500 Festival Legacy Art Project and highlighted what was new for each 500 Festival event or program. 1 2011 Media Guide 2011 Media Guide Outline Who We Are • Introduction • Mission • Staff & Interns • Board of Directors • Foundation • Festival History Media Information • Media Contact Information • Credential Guidelines • Social Media • Website Information • Event Schedule Why We Do It • Community, Economic Impact, Volunteerism, Participation and Business Networking Programs • Volunteer Program 2 • Education Program • Corporate Member Program • Princess Program • 500 Festival Legacy Art Project • Internship Program Events • Training Series • Kick-off to May • Mini-Marathon Expo • Mini-Marathon • 5K • Kids’ Day • Rookie Run • Breakfast at the Brickyard • Community Day • Memorial Service • Character Breakfast • Parade • Snakepit Ball Maps 2011 Media Guide Introduction Few festivals across the nation can boast they’ve helped shape of life for its citizens and their guests. The majority of 500 a community and touch hundreds of thousands of lives the way Festival events and programs are free to the public to ensure the 500 Festival in Indianapolis, Indiana can. Today, the 500 that everyone can enjoy the excitement of the month of May. Festival is a national celebration that enhances the Indianapolis 500® Mile Race with such events as the nation’s largest half- The 500 Festival is directed by a 32-member board of directors marathon, one of the nation’s premier parades and many other consisting of community leaders and chaired by Tom McGowan. exciting programs and events in May. It is supported by 7,000 volunteers and a full-time, year-round staff of 18 professionals. Leading the way is Kirk Hendrix, the The 500 Festival’s signature events showcase the city of 500 Festival President and CEO. Indianapolis to the rest of the world through a myriad of cultural, educational and social events, and draw participation from The journey that started with a handful of civic-minded more than 500,000 people annually. By turning the spotlight individuals has created a history that all Hoosiers can look to on Indianapolis, the 500 Festival contributes to the economic with pride, a sense of involvement and a growing feeling of development of Indianapolis, and it serves to improve the quality community accomplishment. Mission The mission of the 500 Festival is to advocate and celebrate the spirit, heritage and legacy of the Indianapolis 500.® Through social, cultural and educational events and programs, the 500 Festival enhances the quality of life for all citizens of our communities. 3 Staff Joshua Reichart, Sponsorship Services Coordinator Kirk Hendrix, President and CEO Eric Rowles, Event Manager Terry Powers, Vice Brett Sanford, Event Coordinator President, Operations Carrie Webber, Receptionist/Office Assistant Dana Rantovich, Vice President, Marketing 2011 500 Festival Interns Dave Wilson, Vice President, Kia Arion, Events Kirk Hendrix Corporate Sponsorship Ivan Burch, Ticketing Katie Coffin, Public Relations Colleen Bartel, Princess Program Coordinator Rachael Durbin, Mini-Marathon Megan Bulla, Communications Manager Rachel Friedman, Volunteer/Education Sean Carlin, Sponsorship Manager Maria Keyler, Sponsorship Valerie Grudzien, Program Coordinator Luke Schultheis, Accounting Lindsey Hendren, Event Director Esther Shin, Marketing Margaret Hermanek, Ticketing and Customer Relations Jessica Tooley, Parade Coordinator Pam Klein, Project Coordinator Lindsay Lambert, Program Manager Jen Lowe, Director of Finance Toni Meyer, Parade Event Director 2011 Media Guide 2011 500 Festival Frank Hancock, CEO/Owner, Sport Graphics Board of Directors Cathy Langham, President/Owner, Langham Logistics, Inc. Thirty-two community and business leaders serve on the 500 Festival Board: Connie Lund, Senior Vice President, Corporate Chairman of the Board: Tom McGowan Finance, OneAmerica Financial Partners Vice Chairman: Scott Thiems Patty Martin, Senior Director, Strategy and Secretary: Greg Fennig Operations, Lilly Diabetes, Eli Lilly & Company Tom McGowan Bob McElwain, Executive Vice President and Market Manager, JP Morgan Chase Bank John Ackerman, Managing Director, Cardinal Equity Partners Tom McGowan, President and COO, Kite Companies Gary Aletto, Chief Operating Officer, Bright Kevin McGrath, Chief Operating Officer, Crowe Horwath, LLP Sheet Metal Company, Inc. Natalie Roberts, Vice President, Human Resources Kris Altice, General Counsel, Shiel Sexton Company, Inc. and Public Affairs, Monarch Beverage Company Jeff Belskus, President and CEO, Indianapolis Sam Sato, President and Chief Merchandising Motor Speedway Corporation Officer, The Finish Line John Boss, Executive Vice President, Aon Paul Sinclair, Partner, Ice Miller Risk Services Central, Inc. Jeff Smith, Operating Partner, Harry & Izzy’s Restaurant Doug Brown, Partner and Senior Vice President, Public Affairs Group, Bose McKinney & Evans LLP Gretchen Snelling, Vice President and General Counsel, Indianapolis Motor Speedway® Dennis Casey, Senior Vice President, Local Business Group, Anthem Blue Cross Blue Shield Jeff Sweet, General Manager, Hilton Indianapolis Justin Christian, President and CEO, BCforward John Talley, President, ProLiance Energy Art Coffey, M.D., Doctor of Cardiology,