NASCAR has announced a number of major changes to its communications function, including new leadership and the creation of an Integrated Marketing Communications (IMC) department that will help the organization to take a “more strategic and offensive approach to selling the sport in a constantly-evolving traditional, digital, and social media landscape,” according to the press release.
The changes come at a time when NASCAR has seen a drop in numbers, including attendance and TV ratings. Ramsey Poston, MD of corporate communications, says the economy has played a role in that decline. Fans tend to spend days at a NASCAR event, camping out in RVs as part of a summer vacation, for instance. Now that’s difficult for many fans to do.
“That has presented hardships to our fans,” Poston told PRNewser. “PR [will] remind fans that NASCAR has the best racing in the world, tickets are affordable and available, and to come out and see the events.”
Poston will continue in his role through 2010, then step down. A CCO will lead NASCAR IMC (Korn/Ferry International is helping with the search) reporting to the CMO, Steve Phelps. And at the season’s end, VP of corporate comms, Jim Hunter, will assume the role of VP of special projects.
The changes come as a result of a four-month study led by Taylor, which will continue to provide counsel.
“We have been conducting similar studies to see how we’re doing as a company,” said Poston. “It’s part of a regularly occurring look inward.”