Lorene King, Executive Director
NASCAR Foundation
Lorene is the Executive Director of the NASCAR Foundation. Its Board of Directors includes executives at NASCAR, community leaders, corporate sponsors, and most importantly, relatives of Bill France, the founder of NASCAR.
The overall mission of the NASCAR Foundation is to help children learn how to win, both inside and outside of the classroom.
For example, its Speediatrics program has provided medical treatments to 50,000 children at the Halifax Health Medical Center in Daytona Beach and the Homestead Hospital in Homestead, Florida. The Foundation has also provided children access to 3D (three-dimensional) printers and gave 28,000 children iPads.
This is the marketing plan for initiating a blog within the website of the NASCAR Foundation.
SWOT Analysis
Opportunities/Mission
Prospective donors are becoming more involved in blogs on social media. The mission of the blog is to educate and activate readers to become more involved with the NASCAR Foundation. Its slogan is improving the ability of children to live, learn, and play.
Threats/Target Market
Donors need to identify with their charity and to build a personal relationship with its spokespeople. The target market for the blog is prospective donors who seek to improve the health and technological resources of children.
Strengths/Specialty
The foundation has access to NASCAR celebrities and recipients of its donations.
Weaknesses/Suppliers
The foundation contracts with technology experts for website design and advice on best practices for social media blogging.
Marketing Mix Decisions
Products and Services
Lorene King, NASCAR experts, and donation recipients will write the blog posts from a first person perspective. In addition to sharing the foundation’s events and causes, the posts will provide a historical perspective on NASCAR.
Distribution
The posts will leverage content on its corporate website for social media, newsletters, and e-mail blasts.
Promotion
The posts will publicize the foundation’s award program, classroom donations, scholarships, STEM contest for middle schools, and health programs for children.
Pricing
The posts are available to all at no charge.
Taking Action
Targeting Prospects
People who search for NASCAR-related keywords will find the blog. These visitors are likely to enjoy NASCAR races, participate in foundation events, and donate to its causes.
Customer Service
The foundation will filter comments to posts before posting them on the blog.
Budget
The initial cost of setting up the technology infrastructure is completed. Future costs will involve travel expenses, video production, and publicity.
Action Plan
These examples demonstrate its blog posts provide a first person perspective.
- NASCAR Elite Visit Kansas City School! http://www.nascarfoundation.org/impact/nascar-elite-visit-kansas-city-school
- 2014 Chase for the Sprint Cup School Visit by NASCAR driver Kyle Busch https://youtu.be/JpxdY5WT7q4
What is real mission of the blog for the NASCAR foundation?