EVENT SUMMARY

The Main Stakeholders

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E.E. Ward Moving & Storage partnered with northAmerican Van Lines and Richard Petty Motorsports (RPM) to put on the event

to benefit three charities in Franklin County, Ohio whose mission is to alleviate food insecurity:

and we reached our goal with the help of five sponsors

OHIO is

1 of 8 statesthat has food insecurity rateshigher than the national average

1.951,880 food insecure Ohions211,309 in Franklin County

130% of thepoverty line

OVER HALF of food insecure

Franklin County citizens are living

under

The Problem

Ohio’s increase of 7.9%(from 8.5% in 2009 to 16.4% in 2010) was the largest increase in food insecurity in any state since 1998

The Problem

$6,970,000,000 = Ohio’s Hunger BillHunger Bill noun. 1. The far-reaching consequences of the combination of lost economic productivity per year, more expensive public education because of the rising costs of poor education outcomes, avoidable health care costs, and the cost of charity efforts. 2. This does not include the cost of the Supplemental Nutrition Assissance Program and other key federal nutrition programs.

39% of senior clientsreport choosing between medical care and food

94% of food insecure households in the US reported that they could not afford nutritionally balanced meals

69%of mid-Ohioans seeking

assistance report choosing between utilities

or food

There were

16.2 Million hungry childrenin Ohio in 2010

food insecurity noun. 1. The household-level economic and social condition of reliable access to an adequate amount of food for an active, healthy life for all household members. 2. A household is food insecure if, in the previous year, they experienced limited or uncertain availability of nutritionally adequate foods.

The Goal

The employees of E.E. Ward Moving & Storage frequently expressed a desire to address the food insecurity problem in Franklin County as a company project during holidays. So when owner Brian Brooks was presented with the opportunity to hold a large-scale event he “took the ball and ran with it.”

The Ward tradition has always been to give back to the Columbus community we’re proud to call home. Previous owner Eldon Ward was especially known for his philanthropic efforts in one specific historic neighborhood of Columbus- Woodland Park. In keeping with this tradition, the charities we chose to work with are located in the Woodland Park neighborhood.

$2.77Average Cost of a Meal

in Franklin County

In a nod to our heritage, we decided to set our goal as the provision of 1,881 meals in correspondence with our founding in 1881.

The Charities

YWCA Family CenterIn 2014 theYWCA Served:1,667 families3,314 children

$1 = enough to provide roughly 4 Meals

Over 12,000 people served

St. Philip’s Food Pantry

Cost to Provide:$500 for 200 MealsFamilies served since 2005:Over 8,574

$6,344.51 in one year to

provide after-school meals to 25 kids for 34 weeks

or4,250 Meals per year

The Eldon & Elsie Ward

Family YMCA

Feeding Our Neighbors

Benefiting local Woodland Park charities focused on fighting food insecurity

The Event – Friday, August 14th 2015GoKarting for all ages Pictures/autographs with NASCAR

Driver Dakoda Armstrong

A car show of local racing enthusiast’s unique cars

An auction of RPM memorabilia and donated gift baskets

Community Impact

Laps for Lunches raised enough to provide 2,004 LunchesThe Eldon & Elsie Ward YMCA provides after-school lunches to children in need every day of the week during the school year.

The YWCA Family Center is a shelter that provides emergency stabilization services to homeless families, and serves 3 meals a day to their usually at-capacity facility.

St. Philip Episcopal Food Pantry is a partner of the Mid-Ohio Food Bank serving zip codes 43203 and 43205, though they don’t turn away people coming from outside their jurisdiction.

1. Secure and negotiate partnerships2. Reserve event space3. Identify key team members and outside soures that will be part of the planning and execution of

the event, and what their roles will be - Internal marketing and creative team - CEO - Finance department - Employee volunteers to staff event -ExternalPRfirmformediarelations - T-shirt prodution company - Invitation and signage printing company -Representativesofpartners,ChamberofCommerceandgovernmentofficials

Planning Laps for Lunches

Phase 1: Event Conception1. Identify a need in our area that our employees are also interested in addressing2. Research past and existing partnerships available to us3. Brainstorm possible events that are relevant to our partnerships

Phase 2: Preliminary Planning

Planning Laps for Lunches

Phase 3: Event Planning Logitistics1. Visiteventsiteandcreateeventmap/diagramlogicalpersontrafficflowsthroughoutevent * See next page2. Determine and design at-event signage needs - Provide signage detailing WiFi login procedures3. Design and order t-shirts for event that include partners4. Add page to website for the event 5. Hire security personnel6. Order stanchions and canvas tents7. Organize staff volunteers and divide them into sections8. Secure credit card terminals from bank and do a test-run for on-site purchases9. Coordinate schedules of celebrity appearances and assets (RPM show car)10. Solicit donations for on-site auction11. Arrange for delivery of auction items12. Sell sponsorships and advertising space13. Hire professional photographers for the event14. Create photo release forms and waivers for attendees

Planning Laps for LunchesPhase 4: After the Event1. Share success - Blog posts - Write and pitch recap press releases for the media - Inform employees - Share donation delivery ceremonies2. Send thank you’s and acknowledgement plaques to key players - Partners - Staff - All Vendors - Sponsors3. Maintain connections with the charities! - Continue to connect on social media and volunteer with them

Marketing Strategy

1. Create hashtag for potential event attendees to build a community and create a resource for peopletofindacollectionofallinformationregardingtheeventthathasbeenposted

2. Identify and pitch to bloggers, reporters, TV and Radio Stations, trade publications and other influencersrelevanttoE.E.WardandNASCARpublications

3. Create print and Constant Contact email save-the-date/invitation campaigns targeted to clients to both advertise the event and inform them that you are active in your community

4. Create infographic content detailing why food insecurity is a problem in Franklin County that needs to be addressed

5. Write blog posts for our website about the event, our partners and our “celebrity factor” RPM driver Dakoda Armstrong

Target Markets• Families with young children who would like GoKarting• Columbus residents interested in philanthropy and charity work• Former and current B2B and B2C clients within 1-2 hours of the Franklin County area• NASCAR,RPM,andDakodaArmstrongfans

Tactics

Marketing Strategy

Tactics (cont.)6. Create Facebook Event and Facebook Page for the event7. Createnewsocialmediaassetslikecoverphotosandprofilepicturesadvertisingtheevent8. Create videos of each philanthropy explaining what they do, why they need help and featuring

interviews with their executives and normal staff with “emotional appeal” personal anecdotes9. Share infographics, blog posts and video content on all social media channels including E.E.

Ward and Laps for Lunches Facebook pages, Twitter and Pinterest10. Plan photo opportunities for the day of the event to share and to have for the future11. Interact with partners and charities on social media by retweeting, liking, and tagging them

leading up to and during the event12. Live-tweet and share photos and updates the day of the event

Marketing Results

Media Relations• 8 online placements with an ad value of

$6,089.61• 4 print placements with an ad value of

$78,749.88• 7 television placements for 10:23 minutes

ofruntime,aNielsonaudienceof289,744and a publicity value of $23,785

E.E. Ward-Owned Social Media• 38,804 Facebook impressions• 1,913 Facebook engagements• 21,854 Twitter impressions• 468 Twitter engagements• 1,323 LinkedIn impressions• 18 LinkedIn engagements

Ad Value$108,624.49

Placements19

Impressions61,981

Engagement2,399

42,184% Facebook Post Reach increase in the 2 weeks leading up to Laps for Lunches, as compared to the previous 2 weeks