Marketing group revs up interest in NASCAR
A new group on campus is looking to increase interest in stock car racing at Central Michigan University.
"Our goal is to get people to understand more about it," said Kelly Morse, a senior from Constantine and member of the group, NASCAR Kinetics.
The program has five members and is operated under National Association for Stock Car Auto Racing's marketing department. This is the first semester NASCAR has had the program.
Each week, the group is given a case study to conduct by NASCAR to gain research so the sport can better market itself.
The NASCAR Kinetics program is a competition between five universities, and CMU's branch is the only one north of Washington D.C.
The first case study was to determine the number of NASCAR fans at CMU. The group polled about 800 people and found that interest is currently low. Other case studies have examined how to market charitable organizations and diversity internships.
In addition to conducting market research, the group also organizes events.
"It's definitely a new experience and I'm learning a lot from it," said Erica Lemm, a Clinton Township junior and member.
Lemm said the group was formed after each filled out an application through a phone interview.
One of the biggest events the group is planning is a race watching party on April 18 for the Subway Fresh Fit 500 in Phoenix.
Morse said that while plans for a party venue have not been finalized, the group is looking to provide a big screen to watch the race. The group hopes to have giveaways, activities and competitions.
The party is not their only event in planning, Andrew Bohannon, an East Lansing senior said. The group is also considering a car show and they are taking suggestions on the kind of programs students would like to see through their Facebook group, "NASCAR Kinetics- CMU."
Bohannon, said the group is looking to have a race car on display for the event. Other potential ideas include a pit stop challenge and a race with big wheel trikes.
Lemm said the race watching party is one of the biggest parts of the competition. The winner is whoever gets the largest percentage of their student population to attend. The winning team will receive a trip to NASCAR's All-Star Race held in North Carolina in May.
Morse said it's an uphill battle for CMU with some of the other universities located in areas with a much higher percentage of NASCAR fans, such as Winston Salem State University in North Carolina.
"We need as much help from the students as we can," Bohannon said.
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