2016 Cobb Keynote

Jennifer Jo Cobb

2016 NASCARMarketing Deck

Strategic Overview

Jennifer Jo Cobb Racing, LLC offers a unique opportunity to partner with NASCAR owner-driver, Jennifer Jo Cobb. Cobb has broken many records in her NASCAR racing career and the team continues to grow its accomplishments and portfolio of marketing partners.

This is a comprehensive motorsports partner/sponsorship opportunity featuring premium marketing elements such as hospitality events, media relations, web and social media promotion as well as customized branding and product exposure options.

The components offered provide affordability, measurable R.O.I., flexible marketing elements and the power of NASCAR branding.

Utilize Jennifer Jo Cobb’s unique marketing position as a female NASCAR driver and leverage the proven marketing reach of NASCAR to promote your brand.

Jennifer Jo Cobb, NASCAR Driver

In 2016, Jennifer will compete full-time in the NASCAR Camping World Truck Series (NCWTS) and in select NASCAR XFINITY Series races. This year marks her Silver Anniversary as a race car driver and will be celebrated by her team and fans.

Jennifer’s driving skills earned her a place in NASCAR history books in 2010 as the highest finishing female driver in the NASCAR Camping World Truck Series season points championship with a 17th place points finish - and she backed that up in 2014 by finishing 16th overall. In 2011, her 6th place finish in the Truck Series at Daytona became the best finish by a female in the series and is the highest finish by a woman at Daytona, in any of NASCAR’s series’.

In 2014 she was voted among the top 5 most popular drivers in the NCWTS. Jennifer also holds the record for the most NASCAR Truck Series races by a woman and celebrated her 100th career series start in 2015.

This unique status has expanded Jennifer’s fan base, driven media interest, and can translate into measurable results for

her sponsors.

Jennifer’s Market Desirability

Entrepreneurial Jennifer Jo Cobb owns the race team she drives for and has operated a clothing line for race fans since 2006. She is also the founder of a 501(c)3 organization called Driven2Honor to honor female military service members.

Media Savvy Jennifer is a nationally registered professional public speaker with media and broadcast experience. Her warm personality and energy along with her ease in front of the camera make her an excellent spokesperson for your brand.

Winning Racecar DriverJennifer competed in NASCAR’s grassroots racing series from 1991-2001, capturing numerous victories. She made her national debut at the Kansas Speedway in 2002 and went on to earn three top-10 finishes in the ARCA Series in as many starts in 2004. That same year, she was able to qualify for her first NASCAR Nationwide Series race. With 25 years racing experience Jennifer continues to move forward as a world-class driver and brand representative.

/JJCRacing

@jenjocobb

Jennifer Jo Cobb

JenJoCobb

www.YouTube.com“JJCRacing”

•Klout score remains 81 for more than 2 years

•68,000+ fans of Jennifer Jo Cobb Racing on Facebook

•62,000+ followers on Twitter (avg growth since Feb 2011 1k/mo) (Cobb’s Tweets are mentioned during national race broadcasts)

•Over 225,000 “hearts” on the new Periscope TV app with 5,000+ followers worldwide

•Cobb is ranked publicly through an analysis program as having high generosity and engagement with her followers on Twitter. Her Klout score matches those of top Cup drivers and celebrities.

JJC Racing In Social Media

#JJCR Social Media Stats

Social Media Marketing Industry Report

The "Jennifer Jo Cobb Racing" Facebook page is ranked 18th of all active NASCAR drivers in all 3 top tiers of Sprint Cup, Nationwide Series, and Camping World Truck with 68,000+ followers. That's more than Greg Biffle, Clint Bowyer, Jamie McMurray, Kurt Busch, Martin Truex Jr., Paul Menard, Bobby Labonte and Marcos Ambrose. All winners at the Sprint Cup level.

Klout is a website and mobile app that uses social media analytics to rank its users according to online social influence via the "Klout Score", which is a numerical value between 1 and 100. In determining the user score, Klout measures the size of a user's social media network and correlates the content created to measure how other users interact with that content.

Klout Score: 81

Aug 4 Aug 11 Aug 18 Aug 250

50

100

150

from July 28, 2014 - August 26, 2014

@JenJoCobb

Jennifer Jo Cobb R...

across all Twitter and Facebook accounts

Incoming Messages 24,811

Sent Messages 180

New Twitter Followers 1,407

New Facebook Fans 851

25,155 INTERACTIONS

BY 16,264 UNIQUE USERS

8,039,956 IMPRESSIONS

across all Twitter accounts

FOLLOWER DEMOGRAPHICS

73%MALE FOLLOWERS

27%FEMALE FOLLOWERS

18-2021-2425-3435-4445-5455-6465+

TWITTER STATS

1,407New Twitter Followers in this time period

0Link Clicks

656Mentions

372Retweets

DAILY INTERACTIONS @MENTIONS 656 RETWEETS 372 OUTBOUND TWEET CONTENT

114 Plain Text

0 Links to Pages

8 Photo Links

30-day ReportSTATS

A non-profit initiative brought to you by Jennifer Jo Cobb Racing

To honor women in the U.S. MilitaryTo inspire young women that the military is a viable option for their futureTo empower our female veterans post-duty

A non-profit initiative brought to you by Jennifer Jo Cobb Racing

Jennifer Jo Cobb Racing Events

As the second most popular form of motorsports in America, the NASCAR Xfinity Series (NXS) features 33 points events at 23 tracks across North America. The series is second in popularity only to the Sprint Cup Series. Many Sprint Cup drivers also compete in the NXS Series and Jennifer has proven to compete among NASCAR’s elite. Xfinity debuts as title sponsor of this series in 2015.

A popular NASCAR national series since its debut in 1995, the high-profile NASCAR Camping World Truck Series (NCWTS) features race trucks with chassis, engines and suspension similar to the Sprint Cup and Xfinity series cars. The series features exciting side-by-side racing on tracks ranging from asphalt to road courses to a dirt track, with top speeds nearing 200mph.

With 23 points events at 21 different tracks across the country, the NCWTS is a favorite among fans who like powerful, fast trucks. The owner of Camping World, Marcus Lemonis, has stated that he is thrilled by how the series has over delivered on value for his company and has extended title sponsorship through 2022.

2/21 Daytona 500 2/20 Daytona International

2/19 Daytona International 2/28 Atlanta Motor

Speedway2/27 Atlanta Motor

Speedway2/27 Atlanta

3/6 Las Vegas Motor

3/5 Las Vegas Motor 3/13 Phoenix

International 3/12 Phoenix

International 3/20 Auto Club Speedway

3/19 Auto Club Speedway

4/3 Martinsville 4/2 Martinsville

4/9 Texas 4/8 Texas

4/17 Bristol 4/16 Bristol

4/24 Richmond 4/23 Richmond

5/1 Talladega 4/30 Talladega

5/7 Kansas 5/6 Kansas

5/15 Dover 5/14 Dover 5/13 Dover

5/21 Charlotte 5/20 Charlotte

5/29 Charlotte 5/28 Charlotte

6/5 Pocono Raceway

6/4 Pocono6/12 Michigan 6/11 Michigan 6/10 Texas

6/19 Iowa 6/18 Iowa

6/26 Sonoma 6/25 Gateway

7/2 Daytona 7/1 Daytona

7/9 Kentucky 7/8 Kentucky 7/7 Kentucky

7/17 New Hampshire 7/16 New Hampshire

7/24 Indy 7/23 Indy 7/20 Eldora

7/31 Pocono 7/30 Iowa 7/30 Pocono

8/7 Watkins Glen 8/6 Watkins Glen

8/13 Mid-Ohio8/20 Bristol 8/19 Bristol 8/17 Bristol

8/28 Michigan 8/27 Road America 8/27 Michigan

9/4 Darlington 9/3 Darlington 9/4 Canada

9/10 Richmond 9/9 Richmond

9/18 Chicagoland 9/17 Chicagoland 9/16 Chicagoland

9/25 New Hampshire 9/24 Kentucky 9/24 New Hampshire

10/2 Dover 10/1 Dover 10/1 Las Vegas

10/8 Charlotte 10/7 Charlotte

10/16 Kansas 10/15 Kansas

10/23 Talladega 10/22 Talladega

10/30 Martinsville 10/29 Martinsville

11/6 Texas 11/5 Texas 11/4 Texas

11/13 Phoenix 11/12 Phoenix 11/11 Phoenix

11/20 Homestead 11/19 Homestead 11/18 Homestead

2016 NASCAR SCHEDULE

NASCAR Team Sponsors are a symbol of success. More fortune 500 companies rely on NASCAR to

build their brands than any other sport.

• NASCAR is the #1 sport in brand loyalty. Fans are three times as likely as non-fans to try and to purchase sponsors’ products and services.

• NASCAR is the #1 spectator sport, with 17 of the 20 most attended sporting events in the United States. For example, an average of nearly 120,000 spectators attend each NASCAR Sprint Cup Series event. Nearly every NASCAR Sprint Cup Series event also features a NASCAR Nationwide and/or a NASCAR Camping World Truck Series race at the same venue on the same weekend.

• NASCAR is broadcast in more than 150 countries in 20 languages.

The Power and Scope of

Media Savvy

Jennifer Jo Cobb as “Ginger” during Speed’s special “Hallowdega” pre-race skit

- In 2014, Cobb was voted among the top 5 most popular drivers in the series (NCWTS) in an online poll by NASCAR

- Cobb and JJCR appear in the 2011 NASCAR video game. Cobb and Danica Patrick are the 1st two female drivers ever to appear in a NASCAR game.

- Cobb has extensive media experience including a former weekly video blog on NASCAR.com’s home page and was a motorsports analyst for Time Warner Cable’s Metro Sports. (NASCAR.com has 4.8 million monthly users)

- Cobb appeared on Anderson Cooper 360, December 2010

- Cobb appeared in a highly popular pre-race skit as Ginger from Gilligan’s Island

Cobb has landed on many fun lists:

- Fox Sports top 10 Most Powerful Women in NASCAR

- 25 Most All-American Drivers of All Time

- Named among the top 5 most beautiful racecar drivers in the world (TheRich.org)

- 20 Most Outspoken Drivers in NASCAR

- 25 Sexiest NASCAR Hotties

In a NASCAR era when being an owner/driver is increasingly difficult, Cobb is pulling off the feat in two series. She owns both a Nationwide and Camping World Truck series team and often drives her own equipment. Cobb is a savvy marketing professional -- securing her own sponsorship -- who brings her own style and ethics to the sport. In 2011, she walked away from a potential ride with another owner when she was asked to start-and-park the entry. Cobb refused to do less than compete to her best and turned away from the opportunity. She finished 17th in the Truck series in 2010, the top points finish ever for a female NASCAR driver in the sport's top three national touring series. In addition, Cobb created the Driver 2 Honor promotion recognizing women in the military.

Jennifer Stewart - US Presswire

From FoxSports.com “Most Powerful Women in NASCAR”

• NASCAR is the #2 sport on television among females. • Two out of every five NASCAR fans are female. • Sports executives rank NASCAR #2 when it comes to successfully attracting female fans. • More than half of all female NASCAR fans indicate they know which companies sponsor NASCAR and its drivers. • Three out of four female NASCAR fans either have a favorite NASCAR driver or are fans of multiple NASCAR drivers. • More than half of all female NASCAR fans indicate they are becoming more interested in NASCAR.

Making the majority of purchase decisions for U.S. households, women play an important role in reinforcing our fans’ loyalty to sponsor brands.

Sources: Nielsen Media Research, Ipsos (2008 NASCAR Brand Tracker W1-W3) and Turnkey Sports (2007

Sources: Experian Simmons National Consumer Survey 2008, ESPN Sports Poll 2008, a service of TNS. Nielsen Media Research and Ipsos.This analysis is based on respondents 18+ years old. The asterisk (*) indicates statistical significance at the 95% confidence level.Note: This is not a share analysis; rather, it is based on consumer stated behavior.

WOMEN: An Important Part of NASCAR

Female NASCAR fans are 3 times as likely as female non-fansto try and purchase NASCAR sponsors’ products and services

• 2 out of 3 female NASCAR fans have a checking and/or savings account, and they are more likely than female non-fans to have them (111 index). *

• Nearly 3 out of 4 female NASCAR fans use a credit and/or debit card, and they are more likely than female non-fans to do so.

• Nearly all female NASCAR fans own and/or lease a vehicle, and they are more likely than female non-fans to do so (106 index). *

• Female NASCAR fans are more likely than female non-fans to like cars and driving and be impressed by a vehicle’s options and to purchase those options.

• Female NASCAR fans are more likely than female non-fans to use the internet and email is the leading online activity.

• On average, female NASCAR fans consume 6 hours of NASCAR-related media each week.

• 25% of female NASCAR fans are between the ages of 18-34 (104 index vs. U.S. female pop) and nearly 50% are between the ages of 18-44 (107 index vs. U.S. female pop)

3X Female NASCAR Fan Loyalty

KANSAS SPEEDWAY OCTOBER 4, 2009

JJCR Team Sponsors and Clients• Alcatel-Lucent Technologies • American Academy of Family Physicians

(AAFP) • Arrow Truck Sales • Bernstein-Rein Advertising Agency, client

McDonald’s • C+C Produce • Capitol Federal Savings • Dole Foods • ESPN Int’l Headquarters • Girl Scouts of America • Insight Technologies • JE Dunn • Johnsonville Sausages

•Kansas City KS Mayor’s Office •Krystal Restaurants •Mark One Electric •POW-MIA Families •Price Chopper Supermarkets • Providence Medical Center/Saint John

Hospital •Rajeunir Medical Spa •Sonya Apple •Tension Envelope •Unigroup (Mayflower and United Transit parent co.) •Waddell & Reed/Ivy Funds •Wreaths Across America

Since 1995, Jennifer has been delivering speeches, keynote addresses and presentations to top-notch organizations.

Worldwide Multi-Media Attention

The NASCAR Camping World Truck Series (NCWTS) averaged 723,000 viewers tuned in per event in 2015, +4 percent year-over-year.

o Over 180 hours of NCWTS programming aired on TV during the seasono The NCWTS experienced significant increase in digital platforms including unique visitors, page views and

video views. The NCWTS page averages 4.2 mil page views on race day.

JJCR Media Highlights:- February; Cobb qualified 4th in first round qualifying at Daytona International Speedway resulting in a live

Fox Sports television interview.- June; Dover International Raceway Cobb was wrecked by Tyler Reddick and expressed displeasure out of her

truck which made major news and caused a NASCAR fine resulting in numerous replays.- May & October; Cobb’s Kansas City media tour was in full force with TV and radio interviews on major

broadcast networks.- October; Cobb was the fastest truck in final practice with an average speed of over 182mph

2015 NCWTS YEAR-END MARKETING PERFORMANCE

Fan demographics, media consumption and loyalty

Half of all kids ages 7-11 in the U.S. agree that “NASCAR is cool.”

Among kids who are NASCAR fans, approximately 60% are male and 40% are female.

More than one-third of kids who are interested in NASCAR own NASCAR licensed merchandise. Source: 2010 ESPN Children’s Poll, a service of TNS.

Young fans

3 out of 5 female NASCAR fans indicate they are very familiar with companies that sponsor NASCAR and its drivers.

Nearly 3 out of 4 female NASCAR fans either have a favorite NASCAR driver or are fans of multiple NASCAR drivers.

More than half of female NASCAR fans have a favorite auto manufacturer in NASCAR that they root for during races.

One-third of female NASCAR fans always participate in NASCAR sponsor promotions. Source: Ipsos, 2010 NASCAR Brand Tracker.

Female fans

22%20%

25%25%

17% 19%

15% 16%

21%20%

53% 55%

U.S. popNASCAR fans

Income distribution

Under $30,000 index 91

$30-50,000 index 100

$50-75,000 index 112

*Indicates results based on “all NASCAR fans” minus “all white non-Hispanics.”

9%

9%

22%

Ethnic diversity

% of NASCAR fans who are Hispanic

% of NASCAR fans who are African-American

Total minorities*

$75-100,000 index 107

$100,000+ index 95

$50,000+ index 104

62% Male

38% Female

Gender distribution

Source: 2010 Release 1 Scarborough USA+. Copyright 2010 Scarborough Research. All rights reserved.

41%41%

U.S. popNASCAR fans

Family friendly

% of families with kids under the age of 18 index 100

18%15%

22% 26%

37% 40%

23%19%

U.S. popNASCAR fans

Geographic distribution

Northeast index 83

Midwest index 118

South index 108

West index 83

12%11%

18%17%

19% 20%

19% 21%

32%31%

49%48%

U.S. popNASCAR fans

Age distribution

18-24 index 92

25-34 index 94

35-44 index 105

45-54 index 111

55+ index 97

18-44 index 98

NASCAR shows strong performance across a number of major demographic categories.

Demographics

4.4 NASCAR

352 NASCAR

1703 NASCAR

3.4 NASCAR

628 NASCAR

3178 NASCAR

2.3 NBA

284 NBA

427 NBA

1.3 NBA

562 NBA

1015 PGA

2.0 PGA

60 MLB

239 PGA

0.6 PGA

143 MLB

579 NBA

1.8 MLB

59 PGA

164 MLB

0.5 MLB

134 PGA

391 MLB

1.0 NHL

47 NHL

133 NHL

0.3 NHL

107 NHL

161 NHL

Network television sports ratings

Television viewers — Under 18 (000’s)

Television viewers — 35-49 (000’s)

Cable television sports ratings

Television viewers — 18-34 (000’s)

Television viewers — 50+ (000’s)

4 out of 5 avid NASCAR fans agree that NASCAR drivers could not run their cars without sponsors’ support.

3 out of 5 avid NASCAR fans agree that during tough economic times, they will continue to support NASCAR sponsors more than other brands because of the commitment they show to the sport.

Nearly all avid NASCAR fans either have a favorite NASCAR driver or are fans of multiple NASCAR drivers.

Nearly 3 out of 4 avid NASCAR fans look for the NASCAR logo when buying NASCAR branded-products.

More than 4 out of 5 avid NASCAR fans agree that NASCAR branded products are associated with the best and highest quality brands.

3 out of 4 avid NASCAR fans have a favorite auto manufacturer in NASCAR that they root for during races. Source: Ipsos, 2010 NASCAR Brand Tracker.

NASCAR is the #1 sport in fan brand loyalty.

NASCAR is the #1 spectator sport, with more of the top 20 highest-attended events in the U.S. than any other sport.

NASCAR is the #2-rated regular-season sport on television behind the NFL.

Females make up approximately 40% of the NASCAR fan base.

An average of approximately 100,000 spectators attend each NASCAR Sprint Cup Series event.

Fan loyalty

Highlights

NASCAR - NASCAR Sprint Cup SeriesCompleted regular seasons: NSCS (2010), NBA (2009-2010), PGA (2010), MLB (2010) and NHL (2009-2010). Based on Live + Same Day data stream. Source: The Nielsen Company.

NASCAR - NASCAR Sprint Cup SeriesCompleted regular seasons: NSCS (2010), NBA (2009-2010), PGA (2010), MLB (2010) and NHL (2009-2010). Based on Live + Same Day data stream. Source: The Nielsen Company.

NASCAR outranks these major sports leagues in a number of key viewership categories.

33

Fan Loyalty

The national reach of NASCAR

NASCAR National Series tracksNumbers in ovals indicate total annual events held

250 mile track radius

NASCAR Sprint Cup Series driver home towns

Top 20 television market households(Households 000’s)

1 Atlanta 2 New York 3 Charlotte 4 Tampa 5 Orlando 6 Indianapolis 7 Los Angeles

8 Dallas 9 Philadelphia 10 Greenville 11 Nashville 12 Phoenix 13 Greensboro 14 Washington, DC

15 Chicago 16 Raleigh-Durham t17 Birmingham t17 Cleveland 19 Minneapolis 20 Seattle

Source: The Nielsen Company. Data based on Network events only.

International drivers

NASCAR attracts racing talent from across the globe and currently features drivers from South America and Australia.

Australia Colombia

31

Sponsor Endorsement Guests experience is a priority. The following email was received from a sponsor guest.

Jennifer:

I would like to thank you for providing me and my coworkers an exciting and fun-filled day.  I have always been interested in cars, trucks and racing.  In my youth, my uncle introduced me to drag racing, so most of my racing exposure was to drags, funny cars and motocross.  Today, was my first exposure to a live NASCAR event and I have to tell you I am "hooked"!  It was awesome!

Your staff was very accommodating and made us feel like VIP's.  We were all surprised at the genuine warmth extended to us.  It truly made us feel like part of the team.

I plan to convey this message to Steve Clough, President of Arrow Truck Sales, Don Mueller, Director of Marketing and all company employees with a recommendation that we capitalize on this relationship.  In my MBA studies and 30 years of corporate management and marketing experience, I feel I can identify a good fit.  I will work diligently to encourage a greater role in sponsorship with you, your team and NASCAR.  It clearly would be beneficial for all.  Given the demographics of our clientele, I am sure the majority are NASCAR fans and your continued association with Arrow would be great exposure for both of our teams.

Again, thank you for providing us this opportunity and I truly appreciation the disruption it may have caused you and your team, but you and all of your team were extremely gracious and made us feel valued.  

Good Luck in the future!  You are a class act that Arrow needs to embrace.  

Sincerely, your new #1 fan!

Mike LandrumArrow Truck Sales - Phoenix

7 NASCAR Camping World TrucksJJCR Assets

Transporter w lounge for hospitality

1 NASCAR XFINITY Chevrolet Camaro

53’ NASCAR Customized Transporter with Lounge

• Driver lounge includes flat panel TV, desk space, leather L-shaped sofa, table, satellite, radio and storage space.

• Refrigerator, freezer, microwave and grill with team chef for hospitality.

• Work area includes crew lockers, shock dyno and equipment storage.

Major sponsor signage opportunities on rolling billboard

Sponsor Logo Locations

Deck Lid

TV Panel

Hood

Lower Hood

B-Post

C-Post

Main 1/4 Panel

Lower Rear 1/4 Panel

Lower Front 1/4 Panel

• NASCAR branding: through race car logo placement, pit wall banners, driver and crew uniforms and transporter wrap.

• Showcar Opportunities:  Logos on the showcar that can be utilized for on-site appearances.

• Data Capture: Provide “register to win” opportunities for prizes such as a ride-a-long at the Richard Petty Driving Experience with driver Jennifer Jo Cobb and/or exclusive VIP garage passes on race weekend(s). 

• Speaking Presentations: Utilize Jennifer to speak at corporate events.

• Spokesperson Endorsements:  Utilize Jennifer for print, electronic and web advertising.

• Internet Advertising:  Grassroots web marketing and hot links from the JJCR website at www.CobbRacingTeam.com

• Public Relations:  Professional marketing services provided by Professional Marketing Solutions, Ross Passantino, VP with sponsor mentions during media interviews (pitches to radio, TV, print and internet).

• VIP Access:  Exclusive garage passes includes hospitality (lunch and beverages) and pit tours.

• Autograph Cards: Customized autograph cards distributed throughout race week and available for sponsors use. Instant collector items.

• Digital Marketing: Social media campaigns.

Sponsorship Activation (dependent on sponsorship level)

Sponsorship LevelsMajor Primary Sponsorship

Major Primary Sponsors realize the highest level of customization and maximum brand exposure with consistent persistent promotion throughout the entire racing season(s). Maximum ROI is associated with this platform sponsorship level.

Among the many benefits:•Team naming rights recognized by media, NASCAR and all fans•Choose the racecar paint scheme•Customized driver and crew uniforms•Pit road banner•Pit tours and VIP hospitality passes at track•P.O.S. and leveraging opportunities•Sweepstakes and data capturing

For a complete listing of sponsorship elements, a customized proposal can be provided.

Co-Primary Sponsorship is also available.

Associate Sponsorship Promote your brand and products or services within one or more major regional markets NASCAR serves by becoming an Associate Sponsor. Available on a per-race or regional basis.

Individual Sponsor Participation Individual sponsorship elements, including autograph appearances, speaking engagements and hospitality packages, may be available on a per-race or per-event basis. Be up close to the action, hang with the team and collect that driver autograph personally during your action-packed experience.

Jennifer Jo Cobb, Owner / Driver / Spokesperson(913) 709-3935 6500 Kaw Drive, Kansas City, KS 66111

[email protected]

Sponsorship Development Team:

- Tracey Passantino- Ross Passantino

- David Pack- Ray Huntley