Indianapolis Motor Speedway

A DIGITAL AUDIT THAT MADE UNFORGETTABLE CONNECTIONS.

This is just some highlights!

To open the summary in a new tab, click here or on any of these slides!

This is just one section.

I highlighted the same one for the full audit below to show the difference in depth and approach.

This is just some highlights!

If you’d like to see all 10 of the areas covered, click here or on any of these slides to open the slides in a new tab.

This is just one section.

I highlighted the same one for the summary above to show the difference in depth and approach.

This digital marketing audit was done for the digital marketing course taught by Professor Ball at Kelley Indianapolis. This work was not done for the Indianapolis Motor Speedway and it does not represent the company. 

The goal for this project was pretty straightforward: choose a company and do a deep dive into its digital marketing. It all started with individually submitting the companies we’d like to work on, and then we were put into groups based on our choices. The only thing Jack, Brandon, AJ, and I knew about each other at the beginning was we were all racing fans.

But we all had a common goal, so we got to work. Every week we met to tackle a different aspect of the Indianapolis Motor Speedway’s (IMS) digital presence, 10 areas in total. For every section, we used the same two competitors as a point of comparison for the audit. Ahead of each meeting I prepared and designed the needed slides so we could get right into the meat and potatoes of the work.

I went through the slides I had prepared to start meetings, to make sure we started on the same page. Then we decided what we would each be doing, as we always rotated the sections that we were responsible for every week. From that point, it was straight into research spent time comparing the data and going into the analysis. We wanted to find out what IMS was doing, how it was done, how it compared to competitors, and what IMS could do better.

Once we finished all of the initial work for each area, we spent another few weeks combing back through and compiling. Every area got a rating out of five stars, then we picked out the strongest and least strong areas for IMS. We used those to wrap everything up in a summary/presentation deck and put all 10 originals into one master deck — and I’ve included both here for your viewing pleasure. All of the original analyses for the master file are in the notes sections, which I unfortunately can’t publish. However, I’ve also included the document we put together while rating that has an overview of the methods and findings for each section.

AFTER MONTHS OF WORK, WE’D BECOME EFFICIENT TEAMMATES. (AND FRIENDS!)

Working on a big project with a group of strangers is always nerve-wracking, but AJ, Brandon, and Jack were an incredible team to work with. We all genuinely shared a passion for the racing industry, which made it easy to fall into step with each other early on. We were able to spend more time connecting on a more personal level because we worked together so well, but I also think we worked together so well because we had so much in common that was relevant to what we were doing. Regardless, we all made some friends and put together a project we were proud of. And, fun fact, this was done at the same time as the IndyCar entry strategy, as well as 5 other projects!

I’d like to reiterate that all of the work displayed on this page was done independently from the Indianapolis Motor Speedway and that the analysis and opinions displayed are in no way representative of the company.