Brand Awareness and B2B Case Study

Initiative
Utilize UPS's existing horse racing sponsorships with the Kentucky Derby and the National Thoroughbred Racing Association (NTRA) as the foundation to create additional branding and B2B extensions via a partnership with IEAH Stables including jockey Kent Desormeaux and 2008 Kentucky Derby contender Big Brown

Approach
Use the momentum gained from UPS's first two years of involvement with the NTRA and Kentucky Derby to continue building B2B opportunities for UPS field sales teams

Capitalize on and embrace the success of the then undefeated Big Brown, named in honor of UPS by his original owner, Brooklyn, NY-based trucking magnate Paul Pompa

Integration
• Build upon existing sponsorship elements already in place from UPS's Kentucky Derby and NTRA sponsorships as a springboard for executing an additional partnership with IEAH Stables for the Kentucky Derby and beyond

• Integrate IEAH/Big Brown sponsorship with UPS's existing motorsports properties

• Capitalize on the buzz surrounding Big Brown with nontraditional and creative media events and photo opportunities

Management
Negotiated a partnership with IEAH Stables in order to provide additional Kentucky Derby elements:
• Marketing and PR rights to jockey Kent Desormeaux and Big Brown
• Both external and internal usage
• UPS branding on Kent Desormeaux's race pants and neck gear
• UPS branded apparel for Kent Desormeaux to wear throughout the week at various off-track appearances
• Post Position Draw, winner's circle, media appearances, photo opportunities, etc
• Pre/post race mentions of UPS by jockey and/or IEAH executives

Negotiated an extension of these elements for the remaining Triple Crown races, the Preakness Stakes and the Belmont Stakes

Using the IEAH partnership as a base, aim Marketing Solutions consulted with UPS and negotiated additional branding and hospitality elements at both the Preakness Stakes and the Belmont Stakes via partnerships with Pimlico Racecourse and Belmont Park respectively

Results
• $6M in exposure during Big Brown's quest for the Triple Crown

• CNN and Fox News ran multiple feature stories on UPS's involvement with Big Brown

• More than 200 print and 500 internet articles

• UPS hosted viewing parties at horse racing tracks across the country for both the Preakness and Belmont races

• Increased new UPS accounts in the equine industry through the Big Brown promotion and incentive program

Event Management Case Study

Initiative
Manage and execute all aspects of annual Bike Week activation for Chevrolet at their 2008 Bike Week display at Daytona International Speedway

Approach
Use Chevrolet's historic involvement in both motorsports and motorcycle-related events to reach the motorcycle enthusiast and for everyday vehicle needs

Integration
• Activated on Chevrolet's status as the official vehicle of Daytona International Speedway to showcase its portfolio of cars and trucks using a platform not available to Chevrolet's competition

• Executed electronic consumer lead generation to generate Business Reply Cards (BRC) which built a database of participants for subsequent outreach activities

• Premium items such as Chevy t-shirts and "bike rags" used as incentive for consumer participation

Management
Used vehicles targeted to the motorcycle enthusiast and other consumer-friendly elements within the display footprint to attract maximum foot traffic for BRC generation. Chevrolet vehicles used include Silverado Dually, HHR, Malibu, Tahoe, Avalanche, Cobalt SS, Corvette Z06.

Other elements used to generate interest:
• Corvette engine display
• Chevrolet product specialists
• Classic rock music

Oversaw the four main components necessary to activate display:
• Product specialists – trained to provide information/specs by vehicle
• Promotional specialists – primary point of interaction for lead generation activity
• Mobile unit team – hired to set-up/tear down display components
• Display vehicles – worked with local Chevy dealer to ensure proper vehicles delivered for display purposes

Results
• Served as event management lead for the entire display for each of the eight days of the event

• Team of four product specialists, six promotional specialists, two mobile unit workers and seven event vehicles

• Interacted with approximately 20,000 attendees over the duration of the event

• Over 3,000 participated in the lead generation activity

Tournament Management Case Study

Initiative
Create a platform within the NASCAR community in which NASCAR partners can engage in B2B networking in a non-traditional environment

Approach
Utilize the week of the Sprint All-Star Race to execute a golf tournament for Sprint and other NASCAR sponsors to entertain key business partners. Sprint used the event as an opportunity for vendors to interact with Sprint executives.

Integration
Working with Callaway representative Peak Resources (Peak), aim Marketing Solutions developed a comprehensive VIP golf outing in which Sprint was able to entertain their high profile business partners while also supporting a charitable cause.

Management
aim Marketing Solutions assumed management of all operational responsibilities including:
• Pre-event, online registration process
• Event branding and logo creation
• Pre-event communication and coordination
• On-site tournament management

Using traditional golf tournament elements as well as other VIP experiences, the participants were hosted in two waves on tournament day

All participants received over $500 worth of merchandise including
• Sprint logoed golf shoe bag
• Callaway golf watch
• Callaway golf shoes
• $300 Callaway gift certificate

Results
Over 200 guests participated in the tournament with representatives from the following companies:
• Lowe's Home Improvement
• Crown Royal
• Miller Brewing Company
• Samsung
• Gulfstream
• Lucent Technologies
• Ericsson
• Nokia
• Cintas Corporation
• Sunbelt Rentals

$646,000 raised and split equally between the American Red Cross and the Victory Junction Gang Camp

Program Management and Execution Case Study

Initiative
Manage and execute all activation elements of SunTrust's initial foray into the Family Circle Cup (FCC) – the Women's Tennis Association sanctioned tournament held annually in Charleston, SC

Approach
Anticipating SunTrust's entry into the Charleston market, aim Marketing Solutions researched multiple opportunities within the market which would allow the bank to reach multiple clients within various Line's of Business (LOB)

After a thorough review of many relevant properties, the FCC presented the most opportunities to meet SunTrust's LOB objectives while also creating exposure throughout the market

Integration
Collaborating with two separate SunTrust LOBs and Corporate Marketing, aim Marketing Solutions developed an activation strategy to meet SunTrust's goals by leveraging the assets of the FCC

Management
Using elements that aim Marketing Solutions and SunTrust negotiated into the agreement to serve as the tournament's official bank, the FCC presented many opportunities to achieve the goals of each participating LOB.

Wealth and Investment Banking – used the VIP suite on a daily basis to entertain SunTrust's top clients and prospects in a prime viewing location with the accompanying high level F&B, gift bags and player meet and greets as supporting assets. As a sub-LOB of Wealth and Investment Banking, Sports and Entertainment Specialty group hosted various parties for participants in the tournament to provide a platform for SunTrust's specialized banking personnel to engage the players in business opportunity discussions.

Retail Banking utilized the Wii tennis video game in the SunTrust display area to engage consumers in a lead generation activity in exchange for the opportunity to win both a Wii video game system and also participation on the SunTrust Hits the Spot on-court promotion.

Results
• SunTrust bankers built relationships with 190 clients and prospects over a period of 7 days at the Family Circle Cup. SunTrust's guests were treated to once-in-a-liftime opportunities to mingle with the stars of professional tennis through meet and greets and multiple parties.

• SunTrust Sports and Entertainment Specialty Group entertained 100% of FCC players at parties throughout the week. SunTrust also built relationships with coaches, agents, WTA officials and players' families

• Approximately 26,000 people viewed the display throughout the event

• 823 guests completed business reply cards and participated in the Wii tennis video game and entered the SunTrust Hits the Spot promotion

Festival Creation and Management Case Study

Initiative
Create a fan-oriented festival that combines country music and NASCAR which supports the Country Music Hall of Fame and Museum and Victory Junction Gang Camp charities.

Approach
In order to maximize the participation of drivers and country artists, the festival was scheduled for early January in Nashville – taking advantage of the short NASCAR off-season and the natural home of country music.

Integration
Partnering with companies already involved in supporting the NASCAR and country music industries, aim Marketing Solutions, along with Sprint and SunTrust developed Sprint Sound & Speed presented by SunTrust.

The two-day festival includes a VIP dinner and auction, NASCAR driver and artist autograph sessions, Q&A sessions, Sprint Cup showcars and stories from the legends of NASCAR and country music. Sound and Speed also features a country music concert with high-profile artists.

Management
Working with the 501(c) (3) charity organization Sound & Speed, aim Marketing Solutions assumed overall event and responsibilities including:
• Day-to-day management of board, committees and staff
• Development of event creative materials
• Creation and execution of communication materials and budgets
• Development of sponsorship sales collateral and fulfillment
• Development of event schedules and responsibility for all on-site execution

Management responsibilities also included oversight of all production and support companies necessary to execute the event including: :
• AEG Live – Event and concert production
• Kaleidoscope Media – Country Music-related PR
• True Speed Communication – NASCAR-related PR

Results
• Over 40,000 fans have attended since the inaugural event in 2006

• Raised over $800,000 in three years for the Country Music Hall of Fame and Victory Junction Gang Camp

• Since 2006, 49 artists such as Alan Jackson, Dierks Bentley and Taylor Swift have attended the event. Dale Earnhardt Jr and Richard Petty joined 36 other drivers and 11 industry VIPs to help raise money for Sound & Speed

Motorsports Hospitality Case Study

Initiative
Provide SunTrust's bankers with relationship building opportunities to interact with both clients and prospects in non-business settings

Approach
Utilize SunTrust's long-standing involvement in motorsports as the centerpiece for a comprehensive VIP hospitality program implemented across a number of SunTrust's internal Lines of Business.

Integration
Build upon SunTrust's 50 year history of servicing the motorsports community to provide multiple hosting opportunities at NASCAR and other forms of racing within SunTrust's southeastern footprint

Utilize SunTrust's primary sponsorship of the #10 SunTrust Pontiac Dallara in the Grand Am Rolex Spots Car Series to afford a more intimate setting for non-traditional client and prospect interaction

Management
Host high-level hospitality events at 10 NASCAR races with up to 200 guests per event in suites/chalets. Hospitality regularly includes:
• Pit and garage tours
• Gift bags
• Driver appearances
• VIP dinners

Entertain guests at five Grand Am races with up to 60 people per event with VIP experiences:
• Paddock tours
• Driver autograph sessions
• Celebrity meet and greets
• VIP Dinners
• Pace car rides

Utilize motorsports-related but non-race weekend events to entertain:
• Race car ride-a-longs for VIP clients and prospects
• Sound and Speed, a motorsports and country music charity event

Results
Over the past four years, the SunTrust hospitality program has entertained over 5,000 clients and prospects. aim Marketing Solutions has helped SunTrust achieve a positive ROI on their motorsports investment.