Due to declining attendance, NASCAR commissioned my PR agency, Taylor, to identify key issues and underlying societal trends impacting fan and sponsor support.

I both worked on and led the digital and social audit, completely reworking their online strategic approach, web content, digital communication and social media implementation. We even recommended that a key factor holding the sport back was their Sprint sponsorship, in which NASCAR subsequently dropped this key partnership in favor for a more “next generation fan” brand: Monster Energy.

My team also created the material and trained NASCAR’s internal staff for twelve months, educating them on all aspects of digital and social, from platform usage to community engagement based on the revised overarching digital strategy.