Ntra online task force
This presentation is the property of its rightful owner.
Sponsored Links
1 / 44

NTRA – Online Task Force PowerPoint PPT Presentation


  • 67 Views
  • Uploaded on
  • Presentation posted in: General

NTRA – Online Task Force. NTRA Online Task Force. Brought To You By. Alex Brown Dana Byerly Jessica Chapel Norma Jean Fullmer Lisa Grimm Alan Mann John & Bev Passerello Troy Racki Derek Simon Kevin Stafford. Online Task Force Goals.

Download Presentation

NTRA – Online Task Force

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Ntra online task force

NTRA – Online Task Force

NTRA Online Task Force


Brought to you by

Brought To You By

  • Alex Brown

  • Dana Byerly

  • Jessica Chapel

  • Norma Jean Fullmer

  • Lisa Grimm

  • Alan Mann

  • John & Bev Passerello

  • Troy Racki

  • Derek Simon

  • Kevin Stafford


Online task force goals

Online Task Force Goals

  • Collaborate on how to market horse racing to a new generation of fans.

  • Report on the consensus view of the community and develop an action plan that the industry (tracks, horsemen, breeders, etc.) and its fans can use to better market the sport.


Ntra online task force

Context

Communication

Close


Ntra online task force

CONTEXT


The kentucky derby

The Kentucky Derby

  • History

  • Continuity

  • Proof that context is key

    • The Gr III Risen Star

    • The Gr II Louisiana Derby

    • The Gr I Wood


Take back saturday

Take Back Saturday

  • What do we mean?

  • Has this been done before?

  • Can we pull it off?


How to take back saturday

How to Take Back Saturday

  • Market our best product

  • Continuous story line

  • Accessibility & Relevance


Benefits

Benefits

  • Keep interest from the TC to the BC

  • Generate more stars

  • Aggressively carve our niche


Win you re in 2 0

Win & You’re In 2.0

  • Perception little changed from reality

    • Focus on getting to the Breeders’ Cup

    • Refocus on Championships

  • Context moves to Champions

    • What schedule makes a champion?

    • Professional level in our sport


Championship road

Championship Road?

Different paths Can’t force a specific schedule


Standings

Standings

(Wait for Groaning to Stop)


What s it worth

What’s It Worth

  • Everyone gets to weigh every stake

  • Act quicker for new categories and races

  • Expand internationally

  • Focus on RACING rather than a RACE


What s it worth incentives

What’s It Worth? Incentives

  • From individual races to racing - year end awards (prestige & money)

  • Gate choice

  • Appearance bonuses


What do we have

What do We Have

  • Great TV product

  • Better understanding

  • Context

  • Continuity

  • What about our fans?


Who is this

Who is This?


Who is this1

Who is This?


And this

And this?


There are teams in our sport

There are teams in our Sport


Merchandise

Merchandise

  • Non-verbal cues

  • Types of merchandise

  • Availability

  • Shelf-life


Fantasy virtual racing

Fantasy & Virtual Racing

Educate

Captivate

Collaborate


Fantasy horse racing educate captivate collaborate

Fantasy Horse RacingEducate – Captivate – Collaborate

  • Fantasy Football has become a phenomena – huge NFL marketing & education tool, copy popular product = redesign!

  • Auction-draft horses to your stable, back up selection in case of injury

  • Rewards to keep players captivated in case of bad weekend, just not for 1st place

  • Attach rewards that direct players to live attendance product -> increased handle

  • Equibase email alerts for player’s stable

  • Industry collaboration necessary

Live Attendance

Handle


Virtual horse racing educate captivate collaborate

Virtual Horse RacingEducate – Captivate – Collaborate

  • Virtual racing parallels live product, entry level ownership

  • Education tool for form reading & handicapping

  • Full horse control leads to deep captivation and race day anticipation

  • Capture online generation

  • Two way partnership -> education -> owners + attendance = + handle

  • Capture Triple Crown excitement by giving virtual horse then get them to the track.


Ntra online task force

COMMUNICATION


Overview

Overview

Carry Take Back Saturday

through to NTRA.com


Going beyond ntra com

Going Beyond NTRA.com

Widgets

Mobile Alerts

Mobile Apps

Ringtones

Toolbars

Wallpapers


Comparisons are inevitable

Comparisons are Inevitable


Tools demo tweet tweet

Tools Demo - Tweet Tweet


Sharing user generated content

Sharing User Generated Content


Creating community

Creating Community


Ntra online task force

Close


What fans expect

What Fans Expect

  • To be treated like valued paying customers.

  • To have their email and inquiries answered.

  • To be able to watch big races on TV and replays online.

  • To find accurate information about events, races, results, and stars (human and equine) quickly and easily.

  • To have a uniform and accessible way to wager online.

  • That horses’ safety, during and after their racing careers,

    will be of utmost consideration.


Where to start

Where to Start?

  • How can the industry reach out to the fan community and integrate the sport more into their lives?

  • How can the industry do this with the communication and social media tools so many people are today using?

  • How can tracks expect to be knowledgeable about every facet of these new tools, and know what others are doing at the same time?

  • Better yet, who can ensure everyone has an information source to help implement these necessary changes?


Vp community outreach

VP Community Outreach

  • Create and maintain online resource center.

  • Create and implement best practices for NTRA social media.

  • Create a vetting process for NTRA Certification.

  • Assist tracks in implementing local programs.

  • Assist tracks in connecting with local bloggers and in creating in-house blogs

  • Broaden the scope of NTRA charities.


Ntra ambassador program why

NTRA Ambassador ProgramWhy?

  • Horse racing is a complex sport

  • Most fans remember family/friend mentoring

  • Knowledge builds interest

  • Interest results in following sport

  • Barn tour creates connections

  • Connections result in rooting interest -> + handle

  • Ownership experience = ownership desire


Ntra ambassador program what

NTRA Ambassador ProgramWhat?

  • NTRA + Ambassadors + Race Tracks = Program

  • Immerse participants as to create excitement to return

    1. Barn Tour

    2. Paddock Tour

  • Provide customer relations

    1. Wagering Help

    2. Window Assistance

    3. Q&A

    4. Friendly Face

    BUILD RELATIONSHIPS!


Ntra ambassador program results

NTRA Ambassador ProgramResults

Statistics:

7 Sessions @ DMR

96/70 Participants

16 1st Timers

35 Individuals Turned Away

1 Newspaper (48 hrs.) + Word-of-Mouth = 137% Booking

Seabiscuit Tour Comments


Ntra ambassador program the future

NTRA Ambassador ProgramThe Future

Up & Coming

Beta Phase – OSA Approved

7 Sessions / 140 Participants

Anticipated 2009 NTRA Launch

Available For All Affiliated Tracks


Ntra certification a perspective

NTRA Certification A Perspective

  • Personal Experience – Smarty Jones / Belmont Stakes

  • How many have we missed?

  • What if every Derby ended with…


Ntra certification need

NTRA Certification & Need

  • Ownership most exciting aspect of our sport.

  • Creating owners creates long term fans.

  • More owners means:

    1. + Gate Entries

    2. + Handle

    3. + Live Attendance

  • However negative experiences with some partnerships.

  • Need to protect small owners / promote ownership.

  • Past considerations…

  • Partnership Certification is answer.


Ntra certification

NTRA Certification

Create ratings system similar to:

  • Schwab Equity Rating

  • Moody’s

  • S&P

    Utilizing industry players such as:

  • NTRA (National Thoroughbred Racing Association)

  • TOBA (Thoroughbred Owners and Breeders Association)

  • CHRB (California Horse Racing Board)

  • TOC (Thoroughbred Owners of California)


The close

The Close

  • Context

    • TV, standings, participation

  • Communicate

    • Share, organize, integration of tools

  • Close

    • Ground up, follow through, share


  • Login