Good Times and Good Luck

2012 Racing Season Advertising Strategy: Portland Meadows Prepared by LynkSnap

Feb. 10th 2012

Executive Summary Portland Meadows will run a summer/fall horse racing series for the first time in many years. The decision to run summer racing has resulted in an examination of PM revenue sources. For several years wagering revenues have been in decline as horse racing has faced competition from other forms of wagering entertainment. Portland Meadows GM William Alempijevic has identified food and beverage sales as means to increase revenue. Portland is a food and beverage town, famous for its high per-cap spending ratio at events, and bringing in much larger crowds to the track is the mission. In analyzing the need, LynkSnap has determined that by its very nature horse racing is a nostalgia-laced pastime. Our research indicates that celebrating nostalgia will be an effective theme for a marketing campaign. One significant advantage to using nostalgia as a theme is that it works well across multiple cultural and demographic lines. Currently in the Portland area, the vanguard of cool is a large youthful subculture that venerates all things vintage. This hip group of Portlanders typically range in age between 25 and 45 and are fascinated with the post WWII war era. It is popular for this group to dress in period clothing and engage in retro activities like swing dancing, dining out and clubbing. We see this group as being a key target of advertising. We believe that there is a large ready audience of new customers for the track in this demographic and that they will come if the right message and enhanced value-added activities are offered. In addition to attracting this vibrant youth audience, an older mature audience will also respond well to the positive message of a return to the golden age.

Table of Contents 4.4 Budget 4.5 Schedule 5.0 Web Strategy 5.1 Desktop Web 5.2 Mobile Web 5.3 Mobile App 5.4 Social Media 6.0 Events 6.1 Event Strategies 6.2 Event Execution 7.0 Cross Promotion 8.0 Campaign Team

1.0 Campaign Strategy 1.1 Schedule 1.2 Message 1.3 Events 2.0 Images 2.1 Photographer 2.2 Models/Talent 2.3 Direction 2.4 Benefit - ROI 2.5 Budget 2.6 Schedule 3.0 Video 3.1 Cinematographer 3.2 Actors 3.3 Direction 3.4 Editing 3.5 Benefit - ROI 3.6 Budget 3.7 Schedule 4.0 Print 4.1 Ad Creative 4.2 Media 4.3 Benefit - ROI

Campaign Strategy

1.0 Campaign Strategy: Good Times and Good Luck! Experience and research tell us that a concerted and consistent campaign theme across all media channels will best serve our goals. For the purposes of this campaign we have decided to offer a strategy that heavily utilizes newly-generated images that have a vintage style. These images will both celebrate the past glory of Portland Meadows and entice new people to come and be a part of Portland summer horse racings exciting return. Successful marketing strategies have one simple central message from which all other subtext messages are born. The simple message for the 2012 Portland Meadows campaign is Good Times and Good Luck! This message is the personification of what is being offered to those who come. When combined with the already exciting product of live horse racing, value-added offerings like special events, buffets, dances and special food and drink tastings bring the slogan to life. 1.1 6-Month Campaign Schedule The strategic media schedule is an important part of the campaigns success. Mar. Image and video production and editing.

April: Print and online ad creation. Social media, online and app content creation. May: Social media launch. Kentucky Derby party & PM 2012 summer race season preview. Release of PM videos. Summer event tickets go on sale. June: Print campaign launch. Online content release. Press kit release. Media & VIP pre-season party. Event ticket blitz. Radio ad campaign starts. Social media blitz and Facebook ad campaign start. July. PM 2012 summer race season launch party. PR media blitz. Live race tweeting campaign begins. Friday & Sunday special events begin. Print and radio ads go to maintenance mode. Social media campaign continues. Marketing campaign focuses on promoting the initial success via social media. Print ads feature July race winners and begin to promote the Portland Mile.

Aug.

Campaign Strategy Cont.

Sept. Portland Mile promo blitz. Portland Mile (Sept. 16?) After Portland Mile multi media promo of fall race day changes begins. Social media continues. Events take on fall season themes. 1.2 The Message Quite simply, we plan to exploit the warm nostalgic feelings of better days with a retro-themed ad campaign. Images supporting the theme will be used in print, online, on site and even as a part of video slide shows. The images will have a consistent use of black and white while the PM logo will ad the pop of color with its classic red. The campaign slogan GOOD TIMES & GOOD LUCK! will coat all media and marketing. Across the board messaging is very effective when done consistently. To visualize the slogan, we plan to create nostalgic historical images that feature hip retro-styled urban and rural models engaged in activities at Portland Meadows. These retro models will be in scenes that depict the good times to be had at the track. Images of winning will be used as well as depictions of positive social situations. All images will recall the past glory days while inviting a new generation to make life experiences. The imagery will serve to generate curiousity and desire. The era we plan to borrow our style from is 1945-50. The campaign images will be scripted to speak to a wide regional audience regardless of race or social position. Special demographic-specific print ads will be created for the rural and urban markets. Social media will play a significant part in campaign messaging. We intend to leverage the power of social media in lieu of costly print advertising. Social media is completely measurable while print is not. We are not advocating abandoning print media. We do however believe that there is great value in social media engagement and plan to use print sparingly and strategically. 1.2 Events Events will play a large part in the success of the summer race season. By connecting the races with valueadded events that are known to be popular and successful in Portland, visiting the track will rapidly gain in popularity. An added benefit of events is that they give social media added content that is broad and appealing. Photos and videos taken at events are very popular share items on social media, and guarantee viral reach. Events are also great opportunities for Portlanders to either dress up or show off. Both are popular. We have created a list of potential events with our event planning consultant Hutchens Consulting. We have also discussed the execution of events with another trusted partner ELD (Every Last Detail) Events.

Campaign Strategy Cont. Both firms have reacted very positively and feel that with proper planning and execution, there is no reason PM should not have buzz-worthy auxiliary events that exponentially build awareness and race day attendance. 2.0 Images Portland Meadows has a great core product. Horse racing is exciting and fun, and one cant help but get caught up in the pounding of hooves and the race to the finish. And putting money down on the outcome brings the action only further into focus. This pastime is alien to many Portlanders today, and images portraying people that our target audiences can relate to, engaged in fun and exciting Portland Meadows moments, are key to success. Lifestyle photo campaigns allow the public to imagine themselves in the place of the models and actors. When done well, this type of projection advertising can be enormously successful and is the foundaton of

our retro campaign concept. Below is a good example of advertising that demonstrates projection. This simulated Timbers game day shot was taken by LynkSnap photographer Rob Delahanty. The image was staged using an all-amateur model cast. The models were styled by LynkSnap. The shoot director was LynkSnaps Valerie Anctil.

Images Cont.

2.1 Photographer LynkSnap has had the pleasure of working with top photographer Robert Delahanty since shortly after he moved to Portland from New York in 2009. Rob has enjoyed a highly successful 20+ year career photographing for ESPN magazine, Ogilvy & Mather Ad Agency, IBM and Cisco. In 2011 he was chosen to shoot the original Air Jordan sneakers by Nike. Locally Rob takes photos for Willamette Week and Daves Killer Bread. In addition to Photography, Rob will be the sound recorder for the video production. 2.2 Models/Talent LynkSnap has identified and placed on standby over one dozen volunteer professional and amateur models who meet the styling requirements for the nostalgia-themed campaign. This group of models includes people of multiple races, genders and ages ranging from 3 to 60. The majority are between the ages of 25 and 35. 2.3 Direction The photo shoot director is Valerie Anctil. The direction of the shoot will be to showcase PM in the best light while projecting a fun, positive and exciting image. The retro styling of shoot models will be applied to both urban/suburban and rural-themed shoots, with both adult groups and families porttrayed. 2.4 Benefit - ROI By undertaking a planned campaign photo shoot, PM not only enables the success of the campaign message but also realizes the added benefit of obtaining a library of advertising images that feature attractive people enjoying the track. The photos will be shot in color and converted to black-and-white in post-production. This offers the opportunity for re-cropping, recycling and re-purposing images for future print, online and in-house marketing use. The estimated yield of marketing/video use photos is 200+ from an estimated 3000 shot. 2.5 Budget Photography Post Processing Photo Assistant Shoot Direction 3600.00 900.00 800.00 1200.00 Rob Delahanty, ESPN Magazine Track to Track Feature

3.0 Video Based on conversations with Portland Meadows GM William Alempijevic, there is a need for videos that explain how horse race betting works. It is LynkSnaps intention to produce these educational videos while at the same time using the videos to promote the excitement of horse racing. We believe that these videos can serve both as a wagering educational tool as well as a promotional piece. These videos will feature PM announcer Jason Beem and models selected from the LynkSnap talent pool. Some models will have on-camera speaking roles while others will be extras in the back ground. We will need cooperation from PM staff for the production of these videos and permission to film jockeys and other race track staff performing their normal duties. The educational handicapping content of these videos will be styled much the same as in the current DRF online videos. The videos will be branded to PM with logos and credits. The videos will be edited and formatted for both broadcast and web use. Portland Meadows shall maintain copyright use. If permissible our film team has a plan to incorporate gate and race footage from the perspective of both a gate crew member and race Jockey. This HD footage would be obtained by use of special helmet cam system and edited into both the educational and promotional videos. This would be the first use of this technology by a track for promotional purposes. Videos shall be filmed on a Canon HD 1080p Digital Media Film Camera and a GO PRO HD helmet cam. 4 X Instructional Videos 1:30 length each. 1 X General Marketing Video 2:00 length. 1 X 45 2012 Summer Marketing Video :45 length. 3.1 Cinematographer Darren Melton, Melton Photography. Darren is a veteran commercial producer, director, videographer and editor. Working for over 20 years in both photo journalism and commerical video production he has both national and international credits. LynkSnap is excited to continue our successful working relationship with Darren. 3.2 Actors The primary actor for the handicapping wagering videos will be Jason Beem. Additional talent will include both volunteer/amateur actors/models and as well as some paid talent. 3.3 Direction Jeff Lorton will direct all videos.

3.4 Editing Jeff Lorton will edit and score and produce graphics. 3.5 Benefit - ROI In addition to the obvious wagering benefits of the educational handicapping videos we feel that the intense HD helmet cam footage will bring a buzz-worthy element to the videos and convey the extreme nature of the sport. Videos are the most popular form of sharable online content and high production value videos get shared. The social media value and potential PR bounce from the helmet cam videos is very tangible. It is our intent to generate free local TV coverage as the use of the helmet cam is news-worthy in itself. There is a wider tech story here. We intend to exploit this story for the benefit of track attendance. If given the go-ahead to experiment with the helmet cam we expect to create a buzz both locally as well as within the national racing world. This attention could increase the race wager value. Overall the production value of the videos will be high quality and lasting. Compelling still images taken by Rob Delahanty will be interspersed into the videos to add both drama and beauty as well as storytelling. An example of this style can be seen in this video written and directed by Jeff Lorton and produced by LynkSnap last December. http://YouTube/RN0OsaS30jw 3.6 Budget Cinematography Film Equipment and Grip Direction Editing 2 x Prod. Crew Post Processing Film Total 3.7 Schedule 3600.00 3400.00 2400.00 3800.00 1600.00 700.00 15,500.00 Rob D. gets sound. LynkSnap Big Fire Producton January 2011

Shooting March 3,4,5,7 & 10,11,12,14 Daily Shoots are 8+ hour days.

4.0 Print Ad Creative

Using the retro-styled images, LynkSnap will create a series of compelling print ads that complement the retro campaign style. We will produce these ads for any print media deemed necessary by Portland Meadows GM William Alempijevic. Ads will include the custom PM Lucky QR Code and thus be interactive. Ads can also be produced in Spanish language in order to engage the large Hispanic audience in the region. LynkSnap will seek to recycle ad layouts by swapping out images for different demographic target groups. Ads will be produced in Adobe Creative Suite 5 programs and will be suitable for all print media types including in-house and street promo posters. 4.3 Benefit - ROI Having the same firm produce all media types including print ads ensures a continuity of campaign aesthetic throughout the marketing, eases campaign management and lowers overall cost as alll of the marketing materials are being both generated and archived by the same team. 4.4 Budget Print Ad Design 2400.00 est. 40 hours over 6 months.

Example art: Client Youngberg Hill Media: Portland Monthly Magazine: 2 page spread (full truck)

4.5 Schedule Draft Ad Creative: Early April. Print ready art: May 01 5.0 Web Strategy The overall web strategy can be described as modern and cross-platform. All of the proposed creative media has an online value and can be considered content. Whether an image, video or graphic ad, all of it has a home on the web. The strategy is to make it all work cohesively across all platforms, be it desktop, mobile web or native application. Social media crosses all of these mediums as well as acting to bind them together. 5.1 Desktop Web The desktop website is both the home and originator of what in online marketing circles is known as cascading content. Imagine an upside down pryamid with the website being the widest part at the top. Thetop represents the largest amount of content found on the desktop site. As the capacity of the media grows smaller the content is condensed. PMs desktop website is ready to host campaign content. 5.2 Mobile Web A mobile website is the idea delivery vehicle for the instructiional videos as it pulls video from an online host such as YouTube or Vimeo. A mobile web sites primary advantage is access. Because it is web-based it can be easily shared via QR code or weblink. One disadvantage is that mobile web cannot take advantage of push notifications at this time. Build time for a mobile site is 6 to 8 weeks. Cost is between 5000.00 - 6500.00 5.3 Mobile App Portland has a robust mobile app development community of which LynkSnap is a part of. While we do not make apps ourselves we do have partnerships with many local developers. One of the best values is found with our partner Crowd Compass. CC has offered to build Portland Meadows a multi-platform (iPhone, Android & Blackberry) smartphone app for a very reasonable cost. The potential value for this app to PM is great. Not only could the app be a home for handicapping videos it also has the power to deliver realtime race information like Post Times and Race Results as soon as they are known via a method called Push Notifications.

Another advantage of the native app option is that it knows when a patron is at the track and can deliver notifications tailored to marketing goals. Build time for a mobile site is 8-9 weeks. Cost is between 7500.00 - 9500.00 It is our recommendation that Portland Meadows go with this app option. Crowd Compass is a nationally recognized local company with clients like Lockheed Martin and Nike. The power and flexibility of push notifications is an ideal fit to horse racings mobile marketing needs. 5.4 Social Media A comprehensive social media plan presented by RKO Social Media is attached. We offer this custom-tailored plan directly to Portland Meadows with no markup of commission to LynkSnap as we feel it is vital to the overall campaign goal of dramatically increasing track attendance. We worked with RKOs Director Rachel Karl to develop this plan and offer it with confidence that RKO will deliver significant and measurable value as they have for other LynkSnap clients. LynkSnap will take responsibilty for ensuring that RKOs social media work is dove-tailed to the overall Good Times & Good Luck! campaign. RKO has several suggestions within their PM Social Media plan. One that we love is live tweeting of races. 6.0 Events Value-added and associative events are a major part of the strategy we advocate for Portland Meadows. Identifying and hosting popular pastimes like theme parties and food and drink events are key to bringing in a new vibrant demographic to the track. 6.1 Event Strategies Working with Hutchens Consulting LLC, we have researched and identified several events and activities that would be appropriate for different age groups and demographics. Hutchens Consulting has offered to assist in the concepting and planning of such events. Hutchens is lead by Hillary Hutchens who most recently was the director of operations for Living Social Adventures prior to the formation of her own company. Ms Hutchens is highly regarded in Portland and offers her clients a myriad of connections to popular specialty food, drink and entertainment purveyors. 6.2 Event Execution A well-concepted event is nothing without great management and execution. Both LynkSnap and Hutchens Consulting reccomend ELD (Every Last Detail) Event management as the preferred tag team member. ELD Events is lead by Lisa Gregory who has significant local and international event planning and manag-

ment experience working with clients like the Portland Auto Show. We recently worked together on the promotion of an event that brought 470 people the small wine country town of Carlton for a wine tasting and culinary excursion. The event was a massive success due to great concepting, planning and execution by both of these talented event gurus. 7.0 Cross Promotion Where there are crowds, there are opportunities for cross-promotion. This is an idea that we not only embrace but actively promote to our clients. Portland offers many such opportunities as the number of small start up food, drink and entertainment businesses here is truly staggering. By inviting these entrepreneurs to the track to share an event, you also get their followers to come to the races. Beers, bands, DJs, vaudeville troups and whiskey distillers - there seems to be no end to the creativity of the people who live in and around Portland and with that creativity comes a strong local interest in small unique products and experiences. Cross promoting offers addtional exposure. Working as a team, LynkSnap, RKO, Crowd Compass, and ELD Events have identified several opportunities for Portland Meadows. We are confident we can bring results, and engage another Portland generation in the appeal of horse racing.

8.0 Proposed 2012 PM Campaign Team Jeff Lorton, Campaign Director, LynkSnap Valerie Anctil, Creative Director, LynkSnap Rachel Karl, Strategist, Social Media Guru, RKO Hillary Hutchens, Event Strategist, Hutchen Consulting Lisa Gregory, Event Planning & Managment, ELD Rob Delahanty, Photographer & Sound Artist Darren Melton, Videographer, Producer Mikai Karl, Production Asst. GoPro Camera Tech. Winston Murray, Photography Assistant, Photgrapher

2012 LynkSnap Mobile Marketing www.lynksnap.com 503. 852.1635 info@lynksnap.com