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A. Introduction The Dallas Football Classic is a new post-season college football game to be held in the recently renovated Cotton Bowl Stadium in Dallas, Texas. With the proliferation of bowl games, it is imperative that this inaugural event develop a unique marketing platform to distinguish itself among the 35 bowl games scheduled for the 2010-2011 season. Recognizing the huge potential of promoting the bowl game to the motorcycle industry in order to gain increased participation, President & CEO, Tom Starr desires to work with a marketing group well-versed in the motorcycle world. With nearly 15 years of experience in this industry, BrandEra is positioned to help the Dallas Football Classic reach the thousands of riders located in North Texas and contiguous communities. BrandEra recommends the following multi-pronged plan from August 2010 to January 2011 to create a buzz with riders. This plan not only drives attendance to the inaugural bowl game but also outlines promotional partnerships and events associated with the game that will escalate the word-of-mouth opportunities among the riding public. B. Target Audiences BrandEra believes that the Dallas Football Classic has all the makings of becoming an annual tradition among motorcycle enthusiasts. The Dallas Football Classic also has the potential to draw in other related markets and audiences. A complete list of target groups to pursue includes: • • • • • • • • •

Cruiser riders Vintage enthusiasts and collectors Sport bikers Racing fans and professionals Motojournalists Select automotive journalists Motorcycle trade groups Riding organizations Other key motorcycle decision makers

C. Goals Based on some of the initial discussions with Tom Starr, BrandEra’s goals for this plan are to: • • • • •

Develop special event ideas that are appealing to area motorcycle enthusiasts Market to and attract a large base of motorcyclists as attendees to the Dallas Football Classic Develop targeted marketing and PR efforts to the broad motorcycle industry (for year 2 and beyond to drive attendance on a state-wide, regional and even national level) Propel the Dallas Football Class as a one-of-a-kind motorcycle friendly sporting event Help increase awareness for the Dallas Football Classic as a highly successful event to reach the male demographic.



D. Strategies BrandEra suggests these primary strategies for carving out awareness for the Dallas Football Classic among target motorcycle groups: • • • • •

Concept and coordinate a full line-up of biker friendly events to brand this event “The Biker Bowl” Tap built-in rider audiences gathered at major motorcycle venues for ticket sales and to create initial word-of-mouth buzz for the event Plan several key “roll-out” events with staged activities involving riders, motorcycle decision makers, and bike and racing enthusiasts Market bowl information and activities to select rider groups Weave a motorcycle component into mainstream events planned for the inaugural bowl.

E. Summary of Tactics BrandEra’s motorcycle marketing and PR program for the Dallas Football Classic would consist of the following short-term activities: • • • • • • • • •

Strategic concepting Special event planning Advertising campaign geared for motorcycle riders Direct mail program for North Texas dealers Other marketing collateral PR program for all motorcycle media Cooperative marketing partnerships Events calendar Social media campaign

The first priority in harnessing the potential of the powersports market is to host a series of motorcycle oriented events that truly transform the game day experience. The Cotton Bowl venue and adjacent facilities within Fair Park provide limitless opportunities to begin to build a new annual tradition among motorcycle enthusiasts in Texas and contiguous states. F. Strategic Concepts & Special Events BrandEra has identified a number of unique high-profile motorcycle event concepts that are appealing to a wide variety of enthusiasts. The next phase is to determine availability, costs and logistics for the following concepts: True Evel: The Amazing Story of Evel Knievel, this 10,000 sq ft. exhibit showcases the story of the man behind the fearless performer. Currently on display at the Harley-Davidson Museum, July 10-September 6. Contact HD Museum. The Wall That Heals, a half scale replica of the Vietnam Veterans Memorial in Washington, DC designed to travel to communities throughout the United States. Replica wall and traveling museum and education center occupy 53’ trailer. Organize escort at meeting point to bring wall into destination. Coordinate with local VFW, American Legions and other veterans group. Begin event with opening ceremony complete with national anthem, taps and color guard presentation. Need 10-15 volunteers for set up and 2-4 to facilitate guests visiting the wall. Tap interest of Peter Holt, owner of San Antonio Spurs and Holt Industries to promote visit. (Holt has pledged a $1 million challenge grant to much funds to build permanent education center.) Coordinate with Austin PR agency Crosswinds on involvement with Holt. Contact Jason Cain. Tentatively booked for Dec 31/Jan 1st pending approval.



Cost $5,000* plus hotel for drivers and $100 per diem (we may be able to negotiate on price given the opportunity for visibility.) Ronald Reagan Presidential Library’s “Born to be Wild: Vintage and Celebrity Motorcycles Exhibit” chronicles the history and tradition of the motorcycle culture around the world. The exhibit display dozens of iconic movie and celebrity motorcycles as well as rare and vintage motorcycles dating back to 1899. Celebrity bikes include bikes from Arnold Schwarzenegger, Sylvester Stallone and Steve McQueen and others. Movie motorcycles include Arnold Schwarzennegger’s 1991 Harley from the “The Terminator” and the 1920 Indian Scout Anthony Hopkins rode in “The World’s Fastest Indian, among others. Vintage motorcycles include a 1903 Harley-Davidson, a 1913 Californian, a 1948 Indian and others. Contact Ronald Reagan Presidential Library Curator. H-D’s “Start Something” Campaign, signing of posters by Marissa Miller, supermodel and HD’s “Start Something” Campaign spokesperson. This campaign is designed to encourage men to stop dreaming and start riding. The campaign includes an opportunity to win free Rider’s Edge New Rider Training Courses. Contact Matthew King, AMD World Championship of Custom Bike Building Winners - invite the grand prize winner and class winner from annual American Motorcycle Dealer World Championship of Custom Bike show held in Sturgis to display the winning motorcycles. Contact Robin Bradley. Art Exhibit by Eric Hermann, the famous motorsport painter’s knowledge of the subject is what makes an Eric Herrmann painting stand-alone. He has won acclaim for not only his depiction of motorcycles, but his use of composition and color as well. Collectors and corporations in over forty countries worldwide seek his art. Eric Hermann’s art has been shown at The Petersen Museum in Los Angeles, The American Motorcycle Association Museum in Ohio, The San Diego Automotive Museum, and numerous galleries throughout the world. Eric exhibits his work at all the major motorcycle events. Contact Eric Hermann Studios Michael Lichter’s 10th Annual Motorcycles as Art exhibition, entitled, Eternal Combustion, 30 in the Wind. This exhibit focuses on the explosion and interest in custom motorcycles seen over the last 30 years. The show will feature 15 custom bikes built by 15 pairs of custom bike builders, along with some of the best shots from Lichter’s archive of limited edition prints. The list of custom bike builders who have been paired together include: Arlen Ness and Paul Yaffee, Carl & Matt Olsen, Dave & Jody Perewitz, Donnie Smith & Brian Klock, Eddie Trotta & Todd Silicato, Kevin Baas and the Kennedy High School Chopper Class, Gard Hollinger and Satya Krauw, James & Dave Kaye, Jerry & David Covington, Kirk Taylor & Brian Schimke, Roland Sands & Drake McGillroy, Ron Finch & Ron Mauere, Ron & Hunter Simms, Sugarbear & Count’s Kustoms. Contact Michael Lichter. Game On! Create customer lounge environment with pool tables provided by Billiard Factory. Allow motorcycle riders to play while the view new styles of pool tables, pub tables and other games. Contact Tony or Larry Stick. The Jack Daniels Experience, a tasting venue to promote the Jack Daniels distillery and its brands. BrandEra is still tracking down the contact for the moveable bar. Displays of Vintage Motorcycles, multiple exhibits exist ranging from the Vintage Japanese Motorcycle Club to the North Texas Norton Owners Association. BrandEra is currently compiling additional contact information and with a “pitch kit” created, these groups can be contacted. Contact Vintage Japanese Motorcycle Club President, Hal Johnson; North Texas Norton Owners Association, Chris Parry. TV Show Tie-Ins, partner with truTV to showcase Dallas motorcycle designer and dealership owner Rick Fairless and his crew in his new reality show, Ma’s Roadhouse. Work TLC to



showcase “American Chopper: Senior vs. Junior” featuring Paul Teutul Jr. and the rivalry with his father. Fort Worth-based parts distributor, Tucker Rocky is sponsoring the reality TV show’s new company Paul Jr. Designs. Partner with FX and their edgy show “Sons of Anarchy” to display bikes used in the show, have appearances by the show’s key actors, and display and sell its line of apparel. Contact truTV, TLC, FX and their respective PR departments to explore opportunity. Contact agents of each of the talent for availability and appearance fees. TEAMSTUNTERS.COM is a street bike stunt show and with spectacular visual performances and high-energy, action packed stunts that amaze and thrill people of all ages. *100% fully self contained show. *Stunt Shows include all equipment and staff. *Stunt Shows include sound equipment, music, and announcing. *Stunt Shows feature up to 3 performances daily. Stunt Shows feature 2-3 Professional Stunt Riders. *Stunt Shows run approximately 15-20 minutes in length. *Autograph sessions after each performance. *Stunt Shows include marketing and promotional resources. Contact Big Scott for performance schedules, booking arrangements or Motorcycle Movie Showcase – tap Dallas-based and former BrandEra client, Magnolia Pictures to create a display of motorcycle memorabilia used in the filming of “The World’s Fastest Indian.” Contact Magnolia Picture and Indian Motorcycle expert, Kiwi Mike for available movie memorabilia. Dallas Football Classic Custom Bike – commission a one-of-a-kind bike to be built and debuted at the International Motorcycle Show in November. The bike tours area dealerships and area gathering places for bikers until game day when it is raffled off to benefit the Texas Scottish Rite Hospital. Bike leads the teams on the field as part of pre-game festivities and is given away at half-time. Bike could be a custom built from the ground up or a stock bike with significant enhancements depending on budget and production time available. Contact Rick Fairless to discuss bike design, costs, potential underwriters and timeline. Calendar Signing Event – partner with Hooter’s to sell 2011 calendars and have Hooter’s calendar girls on site to sign their respective months. Identify Dallas Hooter’s models to do on site photo opportunities with fans. Contact Hooter’s corporate headquarters to determine availability of talent. Full Throttle Saloon - book the Full Throttle Saloon and its characters to bring a little bit of Sturgis to the Fair Park. Full Throttle provides complete setup for the event including: bar equipment, bartenders, dancers, tents, stage production and a recognizable “motorcycle event” brand. They can offer entertainment ranging, from midget wrestling, to national acts like Rob Zombie, Korn, Saliva, Marshal Tucker Band, 38 Special, Wynona Jud and Ted Nugent; to the number one biker band in the country Jackyl. Contact Mike Ballard. Horsepower & Torque – appeal to the “need for speed” of motorcycle enthusiasts by tapping Dallas- area muscle car clubs including Lone Star Corvette Club, Lone Star Muscle Car Association, North Texas Mustang Club. Tap prominent area street rod owners such as H-D dealership owner Don Smith to display personal collection. Invite motorcycle celebrity designer, Jesse James and his Austin Speed Shop to display car(s) recently built. Dealers’ Alley – create display space for area dealers to showcase new models, used bikes and custom builds. Tap area custom bike shops, Harley-Davidson dealership and metric bike superstores. To maximize H-D’s presence, create North Texas alliance under the direction of HD District Manager, Gary Barnes.

THE DALLAS FOOTBALL CLASSIC – BRANDERA MARKETING & PR PROGRAM Parts & Accessories – work with Fort Worth-based Tucker Rocky, or other parts distributors Custom Chrome or Drag Specialties to create area profiling innovative new parts that appeal to both the V-Twin and metric bike owner. Contact respective area road reps and marketing directors for commitment. Fashion First – showcase the latest and greatest riding gear and biker apparel for retail sales. Present a fashion show using riders from area motorcycle clubs. Coordinate apparel and boot manufacturers including Dickies, Wolverine, and Timberland. Contact Harley Davidson of Dallas motorclothes manager. G. Strategic Partnerships & Displays Motorcycle Associations & Manufacturers American Motorcycle Association (AMA) Texas Motorcycle Roadriders Association (TMRA) BMW Motorcycle Owners of America Gold Wing Road Riders Association (GWRRA) Harley Owners Group (HOG) and Ladies of Harley Christian Motorcycle Association (CMA) Motorcycle Safety Foundation (MSF) EagleRider Motorcycle Rental European bikes Ducati BMW Triumph Aprilia Japanese manufacturers Yamaha Star Motorcycles Kawasaki Honda Suzuki American V-Twin Harley-Davidson Motorcycles Victory Motorcycles Custom bikes Big Bear Choppers Big Dog Motorcycles Brass Ball Bobbers Dirico Motorcycles Flyrite Motorcycles Knievel Cycles Trikes/Trailers Bushtec Performance Sport Trailers Thoroughbred Motorsports Scooters Major Component Manufacturers: S&S, Gary Wenzel, Director of Sales & Marketing Metzeler Baker Transmission, James Simonelli Spectro Oil, David Miller/Ken Ciocci Interstate Batteries Tucker Rocky Cardo Systems PIAA Pickard Wheels Martin Brothers



Motorcycle-Related Vendors Tattoo Artist – Randy Adams Ed Hardy Vodka Motorcycle Helmets – Xpeed, Greg Wheat Amsoil – official oil of Sturgis, Laconia, Daytona Bike Week and AMA Racing Motorcycle Attorney Russ Brown/Chuck Koro Motorcycle Attorney Richard M, Lester Best Western hotels / Ride Rewards program Motorcycle Mechanics Institute Progressive Insurance/Doug Quinn McGraw Insurance Monster Energy Drink Rockstar Energy Drink RV Association, Ron Wheeler Hooter’s Motorcycle Mechanics Institute Area Clubs Blacksheep Motorcycle Club Boozefighters Chrome Thunder DFW Honda Freedom Riders DFW Road Runners Fort Worth Motorcycle Riders KoRider Magna Owners of Texas One Wheel Elevation (O.W.E.) Patriots Motorcycle Club Sportbikes & Standards Star Chapter 172 Steel Stampede Motorcycle Riding Club Street Sweepers of DFW United Methodist Motorcycle Enthusiasts Wild Child Riders Recommended Media Sponsor: American Iron – national motorcycle consumer publication Ride Texas – Texas motorcycle publication Open Road Radio – motorcycle-related radio network – online event & news venue Motorcycle Designers and other Industry Notables The Ness Family – Arlen, Cory and Zach Rick Fairless – Rick Fairless” Strokers Dallas Kyle Shorey – Shadetree Fabrication Dar Holdsworth – Brass Balls Bobbers Brian Klock – Klockwerks Mike Tomas – Kiwi Indian Dave Perewitz – Perewitz Cycle Fabrication Jay Leno Peter Fonda Bill Davidson, VP of Harley-Davidson Museum and Factory Tours Mark-Hans Richer, Sr. VP and Chief Marketing Director IMS Show director John Green/Melissa Penland, Easyriders Shows


THE DALLAS FOOTBALL CLASSIC – BRANDERA MARKETING & PR PROGRAM Dave Nichols, editor of Easyriders Bob Woodruff, Buffalo Chip John Paul Deloria, Paul Mitchell/Patron Tequila Bob Parson, founder, Go Daddy, CEO of Go AZ Motorcycles Texas Influentials Todd Shafer, marketing and internet sales director at Family Powersports Steve Johnson, CEO of Tucker Rocky Joe Galvin, National Sales Manager Tucker Rocky Adam Smith & Don Smith, Sherman Harley-Davidson, Texas Harley-Davidson Al Lamb, Al Lamb Dallas Honda Mark Barnett, Barnett’s HD Jim Henry/Jerry Bragg, founders of the Republic of Texas Rally Gary Sipes, America’s Powersports Gene Long, The Big Texas Toy Run Leslie Porterfield, Dallas area native, land speed record holder Randy White, former Dallas Cowboy and motorcycle enthusiast Hershel Walker, former Dallas Cowboy, Heisman winner and motorcycle enthusiast Event Schedule: Motorcycle Parade Opening ceremony of “The Wall the Heals” Motorcycle Drill Team Exhibition Bike Stunt Show Blood Drive Poker Run starting at dealerships, ending at Cotton Bowl Stadium Trike Demo Rides Fashion Show Calendar Signing Kids Korner Custom Bike Show Rat’s Hole Show Rider Awards – oldest rider, youngest rider, long distance rider for males and females Bike Giveaway – Half time event. Partner with Odds on Promotions and using a register to win initiative, select 3 people from the entrants to join us on field to throw a football 25 yards to win a motorcycle Swap Meet Live Music H. Advertising Print – Motorcycle Magazines BrandEra regularly places ads in all the major motorcycle trade and consumer publications. Familiar with formats and editorial content, we recommend that the magazines that reach and appeal to the Texas and surrounding area markets be considered for an advertising buy. These publications include: Ride Texas and Thunder Press. If a national media sponsor is secured, ad placements can be negotiated to give the Dallas Football Classic national exposure Although time is tight, we have confirmed that we can still insert ads for November, December, and January issues of these magazines. A full page, 4-color ad would have to be provided or produced immediately to make art deadlines. Radio Advertising BrandEra recommends an ad campaign be implemented immediately on key motorcycle-friendly radio stations and shows to increase top of mind awareness in the DFW market. On a national




exposure level, consideration should be given to advertising within such programs as Bikernet Radio, Radio Free Biker, Hog Radio and Open Road Radio. TV Advertising Depending on your advertising budget, BrandEra also sees merit in cable television buys on motorcycle programming. These placements can be made on a city-by-city or on a regional or national basis. Rates vary depending on the show, daypart and ratings. Programs that we would consider are: • Tripping on Two Wheels • VTwin TV • AMA Vintage Motorcycle Days • American Thunder • Harley-Davidson Coast to Coast • New American Thunder • American Chopper (Senior versus Junior) • Ma’s Roadhouse Outdoor Advertising Outdoor advertising should be a key component of the Dallas Football Classic’s marketing. BrandEra is aware that placements have already been negotiated with Clear Channel. Hopefully the coverage of this buy is very broad – and into more markets than just Dallas. Additionally placements should be along major thoroughfares in the next few months as motorcycle enthusiasts will be riding more frequently as temperatures cool. Additionally, mobile billboards (printed and electronic) can be employed to generate awareness at biker and football related events between now and January 1. Creatively, the billboard needs to be designed with the biker in mind to communicate most effectively. BrandEra has a proven track record creating the biker “look” for all sorts of media – including outdoor. Associations or Riders Groups Newsletters and E-Newsletters BrandEra can recommend a variety of local, regional and national newsletters for advertising. These newsletters often offer very low cost ad space and target riders with very specific interests in a very geographic area, i.e.: Texas Confederation of ABATE (American Bikers Aimed Towards Education). Online BrandEra can arrange the Dallas Football Classic Biker Bowl to be advertised and promoted online at the various rally websites, key supplier sites and general resource websites such as, and E-Blasts & Webcasts Purchasing email lists from motorcycle magazines and events like the IMS Show and the Republic of Texas Rally, the Dallas Football Classic’s message can be e-blasted across the Metroplex, Texas and beyond. Periodically e-blasted postcards can promote ticket sales, event happenings and pass along buzz. (“Spread the word. Send this card to a friend who rides.”). BrandEra highly recommends production and implementation of a webcast campaign. Used as part of both an e-blast and social media campaign, a webcast can help build excitement for the Dallas Football Classic.



I. Direct Mail BrandEra highly recommends that Dallas Football Classic be supported with a direct mail campaign to motorcycle publication subscribers and motorcycle club members. It has been our experience that the motorcycle enthusiast responds better than the general public to this kind of call to action. Lists purchased by zip from cruiser and street bike publications can effectively target bowl game attendees. Likewise, using membership lists for motorcycle clubs, a direct mailer could be highly effective in promoting ticket sales and spreading word about the total event experience. J. Social Media With the explosive growth of Facebook and the ability to segment its 230 million+ registered users, BrandEra recommends developing and establishing profiles for this and other social networking sites. We can recommend ways to fully leverage social media to its potential including: strategies on naming, “friending,” posting, linking and automation, posting guidelines and management, discussion topics, and contest and promotional ideas. BrandEra can manage your presence on Facebook, Twitter, MySpace, LinkedIn, YouTube, Flickr, Delicious and StumbleUpon. Weekly, we will review your social media profiles and actively search for customers in your niche. We will then: • • • • • • •

Search and request new friends of Facebook, Twitter, LinkedIn, Flickr, and others. Post company and industry-related information on the profiles. Actively link your profiles to relation social media sites to extend your overall reach. Join group and pages related to your niche. Add provided photos and videos to profiles. Implement marketing initiatives across platforms. Perform link building activities to generate SEO-friendly links to your site.

K. Public / Media Relations A broad sweeping public and media relations effort would be undertaken by BrandEra to garner media coverage from motorcycle editors and writers who selectively cover everything from VTwin bikes and vintage wheels to sport bikes and racing machines. A PR program could be used to support marketing efforts and to help fill in some messaging gaps in a more cost-effective manner. BrandEra already has a connection with these journalists and, therefore, we recommend tailoring a press kit (less corporate, racier) for the biker press that might include: - News releases slanted for motorcycle media - Event schedule Tech sheet on the DFC motorcycle BrandEra would also feed information to prominent bloggers that cover industry information to help tie the Dallas Football Classic to new product launches when appropriate. L. Special Events BrandEra recommends a number of special events that are geared to the ever-growing motorcycle riding population. Motorcycle rallies traditionally draw attendance from a wide number of states. According to industry experts, motorcycle registrations have continued to grow annually. Motorcycles represent more than just transportation for many riders -- they are a lifestyle.



A special event calendar should contain the following: -

Activities with American Motorcyclist Association, a group that has about 260,000 members consisting of the industry’s most diverse group of riders. Linking with this group has proven to be the best way to reach a cross-section of riders.


Tie-ins with many of the area motorcycle industry rallies, such as Republic of Texas (ROT) and Lone Star Rally for year 2, and the International Motorcycle Show on Nov 1214,– events that draw in thousands of Texas area riders


Vintage motorcycle clubs and motorcycle museums. As part of the promotions strategy, BrandEra recommends that these groups be tapped as part of the grassroots marketing plan.


Cross promotion at area annual Toy Runs in November and December.

With all of these industry events, shows and rallies, BrandEra can identify sponsorship, cooperative marketing, and advertising opportunities to highlight the Dallas Football Classic. M. Collateral/Handouts & Biker Pitch Packet Motorcycle events and rallies give the Dallas Football Classic an exceptional opportunity to reach a large, highly targeted riding audience. To get bikers to attend the game, BrandEra recommends producing 5” x 8” handouts to promote the ticket sales. These can be distributed by young women wearing “Follow Me to the Biker Bowl” t-shirts. These flyers could be used at dealerships’ customer lounge areas, at rallies, shows, Toy Runs and other rides. As a prerequisite, BrandEra recommends creating a motorcycle-oriented pitch package which would include these flyers but more importantly, other materials like a one-sheeter that explains the benefits of the partnering with the Dallas Football Classic. (See list below). It is imperative that the Dallas Classic appear genuinely “biker” and speak and look authentic in all its communications. N. Cooperative Marketing Partnerships BrandEra is uniquely skilled in developing synergistic partnerships within the motorcycle industry. Based on preliminary conversations with key executives at some of the industry’s most wellrecognized companies, we are prepared to design a variety of promotions that pair Dallas Football Classic with highly visible companies/venues depending on the budget and our timeline. BrandEra has identified a number of motorcycle-oriented organizations that have indicated an interest in collaborating with us on this project. A sample list of these organizations follows: AMA (American Motorcyclist Association) Dallas/Fort Worth Big Texas Toy Run HOG (Harley Owners Group) Indian Riders Group Riders of Kawasaki (ROK) Victory Riders Group Vulcan Riders and Owners Club (VROC) Others Example Partnership Concept: Working with the Dallas/Fort Worth Big Texas Toy Run, BrandEra would help the Dallas Football Classic create the first annual Dallas Classic Football Fandango. At December’s Big Texas Toy Run, every biker will be given a discount coupon for a game ticket



and an invitation to repeat the ride on January 1. Those participating in the Fandango will be asked to bring a football (regulation, Nerf or whatever) to the Dallas Football Classic. For every football donated (and discounted ticket purchased), they’ll get a free ticket into the game. Donated footballs could be given to Slant 45. O. The Budget BrandEra is more than happy to create budgets for all the aforementioned exhibits, concepts and advertising tactics. However, before doing so, we must have a budget estimate so we are pursuing things which are within the scope of reality. Since time is short, we need to be strategic with time spent on bidding and budgeting initiatives that are not feasible for Year 1 execution. We will continue to pursue budgets for special event concepts; however, we would like your input on how you are segmenting your advertising dollars to reach various market niches.

DFC_stategic marketing plan  

BrandEra recommends the following multi-pronged plan from August 2010 to January 2011 to create a buzz with riders. This plan not only drive...