2020 PROGRAM EFC

Electronic Field Communication (EFC)

2016 Motorsports Marketing and Promotion Support Materials

Publish Date: January 26, 2016

Information: Utilize 2016 Motorsports Activation Events to Drive Additional Parts Sales

Target Audience: Sales and Marketing Manager, Regional Manager, Parts and Service Operations Manager, Aftermarket Manager

Action Requested

Sales and Marketing Managers:

This EFC Supersedes EFC04498. The 2016 Motorsports Field Activation Schedule has been revised. Use the attached 2016 Motorsports Field Activation Schedule to identify event locations within Market Area boundaries (Event Activation Calendar).
Organize a meeting with Market Area/Region management teams to discuss utilization of activation events/tickets for C&I opportunities to support parts sales efforts and achievement of 2016 business plan objectives.
Gain Market Area/Region consensus on program timing, target channel(s), responsibilities, and next steps.
Market Areas develop program communications, tracking and submit MAPs at least 14 business days prior to promotion start date and report sales and ROI metrics 60 days after promotion date.

Market Areas are required to have Region host(s) at all events. A maximum of two Market Area or Regional hosts can attend each event. Please contact Niki Roosen, nroosen3@ford.com, at least 14 days prior to the event with the host name(s). Host tickets must be allocated from the tickets provided and funded by the General Office.
Market Areas are required to provide final ROI metrics to Niki Roosen, nroosen3@ford.com, no later than 60 days after the promotion completion date.

Summary

FCSD is providing Market Areas with ten (10) motorsports activation events for use in Market Area promotions (General Office funded). Market Areas should leverage the events to drive additional parts sales by developing contests and incentives for growing the wholesale, aftermarket and retail channels.

Quick Lane specific incentive pay-off programs will be conducted at seven NASCAR events (5 tickets only races and 2 tickets/hospitality event). Regions should work with their facing Quick Lane Field team to develop effective growth programs and submit MAPs.

Background

For the first time since 2008, Wood Brother Racing will be racing the full 36-race NASCAR Sprint Cup Series schedule continuing with their driver, Ryan Blaney. For 2016, the Motorcraft and Quick Lane brands have secured anchor sponsorship for the Wood Brothers #21 Ford Fusion race car at 12 races during the NASCAR Sprint Cup series. The FordParts.com brand will be featured on the race car as well. Utilize the FCSD Motorsports assets and activation events to support accomplishing your 2016 business plan objectives.

2016 NASCAR Activation

Ten hospitality events have been allocated to Market Areas to support parts sales efforts
10 NASCAR hospitality and race tickets events
Most NASCAR hospitality events will occur on race Sunday
Reference the 2016 FCSD Motorsport Field Activation Schedule for race/ hospitality event dates and locations (Event Activation Calendar)
Markets/Regions will be allocated 50 ticket/hospitality packages for each assigned activation event
Race day hospitality package includes: reserved grandstand ticket, hospitality chalet pass, Motorcraft Racing t-shirt and hat, Motorcraft/Quick Lane driver visit, pit tours, raffle prizes, lunch and beverages
Optional Region/Dealer/FAD-funded hospitality events may also be available
Market Areas will develop program communications, tracking and submit MAPs at least 14 business days prior to promotion start date and report sales and ROI metrics 60 days after race promotion date. At least one MAP is required for each race/event location.

Quick Lane NASCAR C&I Programs

Quick Lane specific incentive pay-off programs will be conducted at seven NASCAR events (6 tickets only races and 1 tickets/hospitality event). Regions should work with their facing Quick Lane Field team to develop effective growth programs and submit MAPs.

Tax Liability

Market Areas will be responsible for 1099/tax liability for all program attendees. 1099 value for NASCAR and Hospitality is $288 per person. NASCAR tickets only package is valued at $106 per person.

MOTORSPORTS ONLINE TOOLBOX – AVAILABLE ON JANUARY 31, 2016
Beginning Jan. 31st, Regions can reference the Motorsports Toolbox for all your program needs at: www.motorsportstoolbox.com

NASCAR #21 MOTORCRAFT/QUICK LANE – SHOW CAR PROGRAM
FCSD has premier access to the #21 NASCAR Sprint Cup Motorcraft/Quick Lane race show car to support your local promotions, such as dealership or Quick Lane grand openings, anniversaries, and other retail sales events.

The show car fee is $600 per day, due 14 days before your event.
The show car program is Co-Op eligible for Quick Lane Dealers. For details, please review the Advertising Co-Op program.
A show car technician accompanies the car, works with the dealership to position the show car, and includes race-team “hero cards” available for distribution to consumers.
Reservation requests must be completed no later than 20 days prior to your event. The car will be scheduled according to geographical region. In most instances, the car will be in the vicinity where the Sprint Cup race is being held that weekend.
Show car visits are scheduled on a first-come, first-served basis based on availability. Please choose your highest-traffic 6 to 7 hour window timeframe for the show car’s appearance.
Show Car Reservation: Please contact Yvonne Harrison, FCSD Show Car Coordinator, for schedule availability and reservation of the show car. Yvonne Harrison:
yharrison@campbellmarketing.com or (313) 203-7118.

MOTORSPORTS ASSETS AND IMAGES
When using images of the Motorcraft/Quick Lane NASCAR race car, please ensure that you are using updated images of current paint schemes. Approved images will be located on the Motorsports toolbox for your convenience.

QUESTIONS
Niki Roosen: nroosen3@ford.com or (313) 248-4179
Joe Marini: jmarini1@ford.com or (313) 390-2044