Communication Strategy

Jared Cruz-Aedo
Emily Espitia
Abigail Sames
Megan O’Neill
Table of Contents

Table of Contents 81
G.O.S.T. Strategic Planning 82
Organization’s USP 83
Promotion Marketing Mix 84
Marketing Mix Budget 85
Organization’s Brand 86
Tone & Voice Examples 87
Imagery Examples 89
RacerX Identity Materials 90
RacerX Branded Flyer 92
RacerX Branded Flyer cont. 93
Email Marketing Strategy 94

Table of Contents 81
G.O.S.T. Strategic Planning
Here are the goals, objectives, strategies, and tactics of RacerX overall
communication plan.

Goal
Build brand awareness

Objective
Increase LinkedIn connections by 15% in Q1 for 2022.

Strategy
Establish a social media campaign for LinkedIn.

Tactics
Post more frequently on LinkedIn
Foster relationships with motorsports professionals
Optimize the LinkedIn profile

Table of Contents 82
Organization’s USP
(unique selling proposition)

RacerX = One entry point for all racing

products and service providers

RacerX stands for ease and accessibility in the e-commerce/ motorsports industry.
This USP creates a clear path for consumers to follow. Providing a one-stop-
shop for all things motorsports is aimed at encouraging the efficient and speedy
lifestyles of their racers through digital pathways. All in all, racing with RacerX will
get you where you want to be faster than other competitors.

Table of Contents 83
Promotion Marketing Mix

Advertising
Social Media
TV interviews at races
Twitter
Newspaper ads
Facebook
Local Radio interviews
Instagram
Google Search
LinkedIn

Public Relations
Personal Selling
NASCAR events
Ads on the website
Racing events

Message
Email marketing
Physical mail

Table of Contents 84
Marketing Mix Budget

5%
10%

15% 40%

30%

Advertising Social Media Public Relations

Personal Selling Message

Table of Contents 85
Organization’s Brand

Voice: Tone:
Ì Bold Ì Casual
Ì Energetic Ì Conversational
Ì Direct Ì Informative
Ì Professional Ì Helpful

Imagery:
Ì Photos: Bold, high quality photos pertaining to the themes of racing, speed, and the
motorsport industry. Photos will be primarily focused on tools and equipment (tires,
cars, helmets, etc.) to emphasize buying and selling product features that RacerX is
in need of promoting.
Ì Colors: Imagery must align with the colors of the RacerX brand. Red, Black, and
White are required for the majority of imagery used amongst marketing and
branding deliverables.

Table of Contents 86
Tone & Voice Examples
Platform: Twitter Platform: LinkedIn
Event: Booth at a Race Crisis: Website Down
Format: Social Media Post Format: Memo/Social Media Post
Voice: Bold, Energetic Voice: Energetic, Direct
Tone: Casual, Informative Tone: Conversational, Informative/Helpful
“Come visit the RacerX booth during the “Attention Racers! We are currently
Daytona 500 and get some goodies! We experiencing technical difficulties
will be in the infield from 10am until the involving our website. We apologize
race begins! #RacerX #Daytona500” for the inconvenience. Our pit crew is
reviewing the situation as fast as they
can. #RacerX”

READY. SET. GO.

COME VISIT THE ATTENTION RACERS!

RACERX BOOTH!
February 12th | 10am onwards | Daytona International Speedway

WEBSITE DOWN

Table of Contents 87
Tone & Voice Examples

Social Media Bio

Platform: Instagram
“Providing Digital Motorsports Services. Ready, Set, Connect!
#racerxmarketplace
www.racerxwebsite.com”

Social Media Reply

Platform: LinkedIn Comment:
“Thanks for being a part of the RacerX community! We’re committed to
supporting our racers 24/7. We will race your suggestions back to our support
team.”

Website Homepage Copy

Platform: www.racerxwebsite.com
“RacerX is the #1 pitstop in digital motorsports services. Our highly qualified
team is here to assist you in buying, selling, and connecting with the racing
community.
Click here to learn more.”

Table of Contents 88
Imagery Examples
Colors

Photos

Table of Contents 89
RacerX Identity Materials
Letterhead

Oct. 22, 2021

Our Valued Customer,

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt
ut labore et dolore magna aliqua. Vestibulum mattis ullamcorper velit sed ullamcorper
morbi tincidunt ornare. Mauris commodo quis imperdiet massa tincidunt. Pretium aenean
pharetra magna ac placerat vestibulum lectus. Fringilla ut morbi tincidunt augue interdum
velit. Elementum pulvinar etiam non quam lacus suspendisse faucibus interdum posuere.
Facilisi morbi tempus iaculis urna id volutpat lacus laoreet non. Bibendum ut tristique et
egestas. At urna condimentum mattis pellentesque. Ornare massa eget egestas purus
viverra accumsan in nisl nisi. Mollis nunc sed id semper risus in. Enim diam vulputate ut
pharetra sit amet aliquam. Hac habitasse platea dictumst quisque sagittis purus. Fames ac
turpis egestas integer eget aliquet nibh praesent. Facilisi morbi tempus iaculis urna id
volutpat lacus laoreet.

Warmly,

JimmyMac
RacerX CEO

(555) 555-555

123 Anywhere St.,

Any City, FL, 12345

www.racerxwebsite.com

Table of Contents 90
RacerX Identity Materials
Business Card

DIGITAL MOTORSPORTS SERVICES

B U Y . SELL. C O NN EC T.
WWW.RACERXWEBSITE.COM

www.linkedin.com/company/racerx-marketplace/

Email Signature

JIMMYMAC
RacerX CEO

123 Anywhere St., Any City, FL 12345

(555) 555-555
hello@racerxwebsite.com
www.racerxwebsite.com

BUY. SELL. CONNECT.

Table of Contents 91
RacerX Branded Flyer

NOW SERVING
MOTOR
ENTHUSIASTS
ONLINE
Please visit Racerx.biz to
explore our offerings.

Table of Contents 92
RacerX Branded Flyer cont.

ABOUT RACERX
RacerX is a B2B-B2C eCommerce Marketplace
that incorporates everything motorsports into
one location. It offers a central hub where
racers, racing fanatics, crew members, and
motor enthusiasts can buy and sell parts for
motor vehicles.

RacerX encompasses all forms of motorsports

such as racing, boats, care, UTV's, motorbikes,
and more.

SERVICES

Education

Buyer Protection Insurance

Classified and Display Ads

Virtual Store Rentals

And More...

Table of Contents 93
Email Marketing Strategy
Types of Email Marketing to Utilize:
Ì The welcome email
Ì Curated content emails
Ì Referral emails
Ì Order confirmation emails
Ì Promotional emails
Ì Cart abandonment emails
Ì Event emails
Tips:
Ì Send emails regularly, but not excessively.
The recommended amount is 2 to 3 a week.
Ì Ensure emails are personalized.
Ì Emails should have the brand’s personality,
tone, and voice.
Ì Always include the company logo and a call
to action.
Ì Use templates to reinforce brand recognition.
Ì Include an image.
Ì Optimize for mobile.
Table of Contents 94