An Introduction to Mark Allen Racing Inc., a Veteran Owned NASCAR Race Team Organization

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Mark Allen Racing:The Race Team of Tomorrow™

For Our Brand Partners, Our Fans, and Our Team

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Mark AllenC: 610.420.4600

E: [email protected]

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The Mark Allen Racing Mission…

Mark Allen Racing is a highly innovative organization deeply committed to the mission of fielding the most competitive race teams possible for our sponsors, partners and race fans. We will make this happen through an unquestioned dedication to marketing and racing excellence in all we do, with a diverse, empowered and highly engaged team resulting in continuous championship caliber performance on and off the track.

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The Race Team of Tomorrow™• Provides traditional exposure of a NASCAR team at televised

races, events, and with our Driver….• PLUS: leverages Team oriented social media and interactive

networks to engage fans and invite them to participate in the Team experience

• Syndicates sponsor branded messages and promotions throughout the Team network

• Gives our fans and brand partners unprecedented access to the Driver and Team via social media engagement

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Our Concept of Operations

Established in September 2009 by Mark Allen with the intention of going racing at the NASCAR Nationwide level in 2011 through the application of new and innovative best business practices. Mark Allen Racing expects to capture an opportunity presented by:– a recessive economy, – unprecedented access to top talent, – tremendous expansion of the social digital media space and,– NASCAR’s renewed commitment to developing

opportunities for women & minorities.

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Our Driver – David StremmeA Racer…

• Two Rookie-of-the-Year titles and two track championships in Mid-West Circuits•ASA 2002 Rookie-of-the-Year.•2003 NASCAR Nationwide Series Rookie-of-the-Year award for Chip Ganassi Racing.

• Earned four Top 5 and fourteen Top 10 finishes during the 2004 season. Earned 10th-place finish in the NNS driver point standings. •In his Cup Series rookie campaign in 2006, Stremme started 34 of 36 races and earned four top-15 finishes•He finished the 2007 Cup Series season 24th in the driver point standings. •Ran both Cup Series and Nationwide Series in 2007.•Ran full Nationwide Series for Rusty Wallace Racing in 2008 and finished 11th in the final point standings for 2008.•David drove the No. 12 Penske Dodge for the 2009 NASCAR Sprint Cup season.

….and a Role Model!

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How this will be a Successful, Innovative Partnership

● Leverage every opportunity to build product awareness and drive registration

● Develop content and partnerships that allow us to expedite the customer experience -- “shorten the distance” between interest and activation

● Present a simple, flexible brand story for the sponsor and Mark Allen Racing

● Embrace and facilitate customer choice and preference across channels (content distribution and customized experiences)

Awareness Registration Engagement/Activation Revenue LTV of Customer Segment

ALL PROGRAMS LEAD TO

TARGETED DESIRED ACTIONS

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Mark Allen Racing Provides a Valuable Network of Opportunity

• Integaa

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Customer Relations

• Co-Promotion Opportunities with other Mark Allen Racing Sponsors• Co-Promotion opportunities with other

NASCAR sponsors

Employee Relations

• Trackside events, hospitality & merchandise to provide motivational & team building opportunities

• Customized awards & recognition programs with driver & team

• Diversity recruiting & recognition programs

Business Impact

Community Involvement

Integrated and measurable marketing programs tailored to meet team & sponsor business objectives and build customer loyalty

• Business building promotions to increase sales at the national and/or regional level.

• Integrated cause marketing opportunities to provide support through “Josh the Dog” or sponsors charity / foundation of choice.

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Awareness & Engagement

Video and Promotional Engagement

News Engagement

Opt-in data, collectingCell phone numbersFor future texting

Opt-in data, collectingEmail addresses forFuture emailing

Fan Engagement,Driver connection

Enabling Purchase:Link to Primary Brand Partner

Fan Engagement, learn about the team

Enabling purchase,Major Brand links

Fan Engagement, diversity affinity

Opt-in data, collectingEmail addresses forFuture emailing

External engagement,Facebook, twitter,Youtube,

Enabling purchase,Associate Brand Links

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Measurement & Racing

• Racing makes it all happen!– Race day attendance figures– Television audience ratings– On-camera air time value– Top 20 finishes– Race finish percentages

• Huge race audience pool is ‘top of funnel’ that attracts our team’s specific fan base

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Our Charitable Cause…..“Josh and Friends”

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“Josh and Friends”www.joshandfriends.com

• Josh and Friends uses the power of pets to help children face medical procedures

• Natural tie-in with reputable charity to demonstrate Team and Brand Partner commitment to community

• Activates Team/Brand Partner fans to support and embrace charity via Social Media channels

• Engages fans via Driver/Team/Brand Partner public appearances in support of charity

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Mark Allen - Bio

•Career Naval Officer & Carrier Aviator•Aerospace & Defense Industry Professional•Competencies in Business Development,

Corporate Strategy, M&A, P&L Management•MBA Penn State College of Business•Executive Certification in Corporate Strategy &

Innovation, MIT Sloan School of Management•MS (Aeronautical Systems Design) Track –

University of Tennessee Space Institute•Lifelong NASCAR & Racing Enthusiast

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Board of Advisors

Mark Kinnane currently serves in a key leadership position with Computer Sciences Corporation (CSC), following a successful career in the U.S. Navy. For the past 15 months, Mark has served as a Client Relationship Executive and Business Development Senior Principle Leader for CSC. As a U.S. Navy Subject Matter Expert in Training, Mark specializes in building and sustaining successful business/client relationships with senior Navy leaders, focusing on servicing the Navy’s Fleet training requirements.

Prior to entering the private sector, Mark’s Navy career encompassed 27 years as a Naval Aviation Officer, where he successfully trained and led organizations critical to the mission of our military and the defense of our country. Mark is an expert in aircraft carrier operations with a sub-specialty in training and certifying aircraft carrier pilots. Mark is a certified Project Management Professional, holds a Masters degree in National Security and Strategic Studies from the Naval War College and a Bachelor of Science degree from Embry-Riddle Aeronautical University. He is a member of the Tailhook Association and the Association of Naval Aviation.

Mark Sandson is a strategic advisor and financial intermediary, assisting middle market technology businesses. He has had executive roles in successful privately-held companies and established public firms. He has directed consulting, operations, and marketing in a wide range of information technology applications, including internet-based systems, enterprise and scientific software development, infrastructure management, and outsourcing. His work in defense/aerospace applications included major projects in satellite tracking and command and control; remote sensing and image processing; weapon system engineering and test support; air traffic control; and associated engineering services. He has served as member of the board of six firms and president, CEO, and chairman of own business. He is an accredited Executive Associate of the Institute for Independent Business. Mark is a graduate of the Pennsylvania State University with a degree in Mathematics. He has completed post graduate work in Operations Research with the Florida Institute of Technology and Engineering Administration with The George Washington University.

Mark G. Dillow is currently the Chief Executive Officer of Dean Lumber & Supply and Managing Member of the Dillow Group Real Estate Development Company. Mr. Dillow has spent a career as a very successful small business entrepreneur. He represents the newest generation of ownership and leadership of the family owned Dean Lumber and Supply.

Mr. Dillow has branched out into real estate development with multiple successes in the residential and commercial development segments. In addition he is the Managing Member of the Dillow Family Charitable Foundation.

Mr. Dillow is a graduate of Washington College with a Bachelors of Science in Economics.

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Ad Agency of Record- The Tombras Group

• Mark Allen Racing is proud to partner with The Tombras Group to direct, assist, and execute our strategic marketing programs

• Mid-sized, independently-owned full service agency with dedicated Interactive staff with headquarters in Knoxville

• AAAA-member agency established in 1945• Clients have included Bristol and Lowe’s Motorspeedways• $80 M/yr in billings, 78 career professionals• Provides strategy, research, creative, & production

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Summary• We have a compelling story to tell built on how we see the critical

role of the Brand Partner relationship in NASCAR.

• We have a fanatical focus around the Brand Partner Engagement and Activation functions to maximize ROI.

• Racing is the mechanism of excitement for all stakeholders.

• The Digital, Social, & Mobile strategies have not yet been strategically leveraged in motorsports marketing.

• We have the business leadership and marketing expertise to facilitate the delivery of a highly tailored, creative and customized platform & program for our Brand Partner.

• NASCAR remains a very attractive opportunity to create new excitement and activation opportunities for our Brand Partners.

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For More Information Contact:

Mark AllenC: 610.420.4600

E: [email protected]