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JULY 18, 2025

CLIENT ACQUISITION & MARKETING PLAN

DAWNA MASON

IDEAL CLIENT AVATARS

Client Avatar 1: Grassroots Racer

Demographics: Male, 25–45, lives in a small town or suburban area, has a full-time job in the trades or tech industry.

Psychographics: Passionate about racing, weekend warrior, values authenticity

Needs: Build personal brand, attract sponsors, grow social media following, look more professional

Goals: Gain local/regional recognition, compete more frequently, be taken seriously by potential sponsors

Challenges: Budget constraints, time management, low content quality, doesn’t know what to post

Client Avatar 2: Independent Race Promoter

Demographics: Age 30–60, male or female, often a racer (current or former) or longtime fan, lives in a regional racing hub (Midwest, South, or rural West), hosts at least 2–6 big events per year (e.g., no prep, index, grudge)

Psychographics: Hustler mentality — self-funded or partner-backed. Values community, reputation, and turnout. Competitive — wants their event to outshine others. Not super tech-savvy but active on Facebook and Instagram

Needs: Consistent promotion leading up to each race, eye-catching graphics that fit the race culture, someone who can respond in a timely fashion to inquiries about the event (DMs, calls, emails), someone who can capture AND post live content during race day

Goals: Attract more racers and hype fans in the weeks leading up to race day. Stand out in a crowded local race calendar

Challenges: No in-house media help. Struggles to stay consistent with posting or knowing what to post. Often late in announcing rules, gate times, or flyers

TARGET MARKET SEGMENTS & JUSTIFICATION

TargetSegment1:WeekendRacersBuildingaBrand

Theyraceatleasttwiceamonth,postoccasionally,butdon’thavecohesivebrandingorcontent. Theywanttobuildadigitalpresencethatreflectshowserioustheyareaboutracing.

TargetSegment2:RegionalRaceTracks&Promoters

Raceeventpromoterswhoneedcontenttobuildpre-raceexcitementandpost-raceengagement.

Example 1: With the increase in the influencer economy, grassroots racers are landing more sponsorships via their social media presence. Getting products or money for things like tires, race entry fees, or a specific car/performance part. More brands are shifting their focus to social media versus traditional media outlets. Racers can leverage this by building a brand with high-quality content. Partnering with these racers gives sponsors the ability to connect with people in real time, through authentic and engaging ways.

https://rtrsports.com/en/the-future-of-sponsorship-in-motorsport-sustainability-and-technological-innovation/

Example 2: Events like “No Prep Kings” and “Outlaw Armageddon” prove how media drives buzz. Local tracks and promoters are using live streaming and social media coverage to drive attendance and hype for the smaller, local events. Most promoters recognize that live streaming their events helps to grow the events, bringing in more people for the next one, as well as bringing more legitimacy to their event and a broader audience.

https://www.performanceracing.com/magazine/columns/08-01-2023/industry-insights-michael-rigsby

OUTREACH STRATEGY & PLAN

Channel How would I use it?

Networking

Social Media

Attend local races and events to talk to racers, track owners, and promoters directly. Hand out business cards or small sample graphics with a QR code linking to my portfolio. Use in-person conversations to build trust and create warm leads.

DM 10 racers with a custom intro (see DM video below) Offer

Partnerships / Collaborations

DM racers and promoters using personalized video intros or personalized, branded message templates. Share reels and posts that position me as the “goto” for drag racing media. Post regularly to attract inbound leads.

Reach out to the racers you met last weekend, and follow up with content examples that feature their car (to personalize it)

Post a carousel showing content from recent events. Post helpful tips on creating good content.

Partner with one local promoter or racer each month to create free or discounted content in exchange for shoutouts and referrals. Collaborate with event pages to co-post content or sponsor a flyer drop.

Ask for referrals or leads from people I’ve met at events

Share behind-thescenes pics & video from race nights Launch first mini-collab post

DM 3 promoters with flyer examples and how I can help hype their next event to be bigger/better

Ask for referrals/testimonials from collaborator

PERSONALIZED APPROACH EXAMPLES

Custom DM Video: Send a 10-second video intro naming a recent event they were at, naming a racer’s car by name/style, and showing a quick visual sample of your work. (screen-recorded reel mockup with my graphics included).

Mention in a message to a promoter a recent event they put on (promoted). (e.g., “Saw your Wally post from Midnights—epic crowd!”).

lead & performance tracking

Trello Board Setup:

Columns: “Where Met” (in person, social, referral, etc.) → “DM/Email Sent” (date sent) → “Follow Up Sent” (date sent) → “Engaged” (if no, another follow-up reminder is needed) → “Appointment Booked” → “Client”

I will add labels for racer/promoter/collab and color code by month. I will also add due dates for the next follow-up or step I need to take, so I will have a reminder in front of me. In the notes section of each contact card, I will keep notes about info shared with me by the lead (pain points, objections, wants/needs, etc.

DIGITAL MARKETING PLAN

ENGAGEMENT STRATEGY

Use racing-related hashtags – research hot hashtags before using (e.g. #grudgeracing #draglife #noprepnation). Also, I will always use #openthrottlemedia to grow my personalized tag.

DM followers who comment frequently with a thank you or a question

Post Stories with polls, quizzes, and behind-the-scenes content

Follow & engage with local racers, comment on recent wins or builds

sales funnel stages

1. Awareness: Views Reels/Posts, race-day networking, DMs sent

2. Interest: Engages in comments or responds to DM

3. Consideration: Asks for pricing or books an appointment

4. Conversion: Signs proposal, starts onboarding

5. Client: actively working on content for deliverables

movement through funnel stages

Awareness → Interest

Tactic: Show up consistently online and in person

Post Reels showing results, behind-the-scenes, or race edits

Network at events — introduce myself, give out business cards or QR code flyers

DM racers or promoters who liked or commented on my content

Tag collaborators and use event-specific hashtags for reach

Goal: Get their attention and spark engagement

Consideration → Conversion

Tactic: Simplify decision-making with proof and options

Send a short proposal PDF with package/pricing breakdown

Include a sample (mockup flyer or quick reel using their footage)

Offer package tiers to make it easy to say yes (e.g., Weekend

Racer, Full Throttle, Promoter Kit)

Include 1–2 social proof points (testimonial or collab success story)

Goal: Get a verbal or written yes and start onboarding

Interest → Consideration

Tactic: Personal follow-up, offer value

When someone comments, replies to a story, or engages in DMs, reply with a question or offer (e.g., “Want me to mockup an idea for content using your car?”)

Send a personalized video or carousel showing what I could do for their event or brand

Share a link to my service packages and offer a 15-min consult call

Goal: Move from “That looks cool” to “I’m curious how this could work for me”

Conversion → Client

Tactic: Make onboarding fast and easy

Send a Google Form and Google Drive shared folder, asking for logos, car pics, race dates, etc.

Confirm delivery timeline and payment terms

Deliver first piece of content quickly to set the tone

Goal: Create a great first experience so they stick with you, refer others, or upgrade

tools to track prospects

Trello for lead tracking

Canva for proposal templates

DocuSign for signing proposals

Google Docs for onboarding and sharing documents/images/videos

metrics to track

Number of warm leads per week from events attended Collab post engagement (likes/shares/comments)

Number of new followers or leads generated per collab post

Conversion rate to paid client

Engagement on DMs (views, replies)

cold email example

Subject: Your racing deserves a better spotlight

Body:

Hi [First Name],

Your [car type, or if the car is named, change to “You and {car name}“] looked great at [track name/race event] last weekend! [Enter a congrats or spotlight mention on something they did at the event that stood out.]

I’m Dawna from Open Throttle Media — I help racers like you grow their personal brand, attract sponsors, and look as professional online as you are on the track.

Would you be open to a quick call this week? I just need 10-15 minutes to show you how a few small content changes can attract more attention to your racing.

Let me know — I’ve got a few ideas just from your last post!

Best,

Dawna #openthrottlemedia

mini proposal

At Open Throttle Media, we fuel the real ones.

Racers and small-track promoters — I am your pit crew for custom, badass social media content that grabs eyeballs, packs the stands, and catches sponsors' attention.

Need race-day edits that slap? Hype posts that actually hype? A social presence that doesn’t suck? I’ve got you.

You focus on burning rubber and winning races— I’ll handle the digital smoke show.

Let’s grow your fanbase and put your name on the map.

cold email campaign

Email 1 – The Intro

Subject: Saw your car/event had to reach out

Body:

Hey [First Name],

I’ve been checking out your car/event, and let me just say: you’re doing badass things at the track. But your social media? It’s not keeping pace with your horsepower.

That’s where I come in. I create bold, custom content for racers and promoters edits, hype posts, sponsor-friendly reels, the works. You focus on racing. I’ll handle the digital burnout.

Let’s make your next post hit harder than your launch.

Dawna

Open Throttle Media

P.S. Want to see what this could look like for you? Just hit reply.

Email 2 – The Social Proof – 2 days later

Subject: Real racers, real results

Body: Hey [First Name]

Still thinking about my last message? Here’s the deal: racers and promoters I work with are growing their reach without spending hours online.

One client doubled their engagement in two weeks. Another landed their first sponsor after I reworked their highlight reel.

Why? Because they stopped winging it and brought in someone who actually gets racing AND socials.

If you’re serious about building your name, I’ve got the gas. Let’s chat.

Dawna

Open Throttle Media

cold email campaign

Email 3 – The Value Play – 3 days later

Subject: Still wondering if this is for you? Here's what I bring to the line:

Body: Hey [First Name],

Scroll-stopping race-day content

Pre-race hype that gets fans talking Sponsorship-ready media that makes you stand out

You don’t need a full-time media crew you just need someone who gets your grind. That’s me.

Let’s level up your presence — and make your racing pay off.

Dawna

Open Throttle Media

Email 4 – The Soft Nudge – 3 days later

Subject: Just checking in still in the lanes?

Body: Hey [First Name],

Not sure if now’s the right time, or if this got buried in your inbox — but I wanted to circle back. Your program deserves to be seen by more fans, sponsors, and racers.

I’ve got flexible options that fit your schedule and budget — no corporate fluff, no BS.

If you're still thinking about stepping it up, let's get you a quick win.

Dawna

Open Throttle Media

cold email campaign

Email 5 – The Final Shot – 3 days later

Subject: Final lap — still want to build your following?

Body:

Hey [First Name]

This is my last check-in. If you’re still looking to grow your racing brand, bring in more fans, and look like a pro doing it, I’ve got you.

No pressure. Just a heads up — spots fill fast when race season’s hot. If you're in, hit reply and let's fire this up.

Catch you in the lanes, Dawna Open Throttle Media

linkedin messages

1st Message: Connect with value:

Hey [Name], I run Open Throttle Media — I help racers and promoters grow their following and attract attention with killer social content. I love what you’re doing would love to connect and share a few quick ideas.

2nd Message: Follow-up with insight:

Hey [Name], thanks for connecting!

I took a peek at your recent posts — you’ve got great content potential. A few racers I’ve worked with went from scattered posts to clean, eye-catching reels and landed local sponsorships in just a few weeks.

If you’re curious, I’d be happy to show you what I’d recommend for your brand. Zero pressure — just sharing ideas!

3rd Message: Soft offer or question:

Totally understand you’re busy, [Name] — quick question though:

If I made a 15-second video mockup with your car (or event), would that be something you’d want to see?

I’m happy to create a free sample just to show what’s possible. Let me know!

Cold call script

1–2 minute cold calling phone script:

Hey, is this [Name]?

Cool — I’ll keep this quick. My name’s Dawna, and I run Open Throttle Media. I create bold, badass social media content for racers and race promoters — think race-day reels, behind-the-scenes content, hype posts, and digital smoke shows that help you pack the stands and attract sponsors.

(Pause — let them respond briefly)

I saw [mention something specific like a recent event, car photo, or social post] and thought, “Okay, this guy/girl deserves way more attention.”

Right now, I’m working with a few racers and promoters to help grow their audience, build brand recognition, and take some pressure off their plate so they can focus on winning not posting.

Quick question — Are you currently handling your own social media, or do you already have someone helping with it?

[IF they say they’re doing it themselves]

I totally get it. That’s what most folks I talk to say — but it ends up being one more thing on a never-ending to-do list. And really, do you have time to worry about capturing high-quality content on race day?

I make it super simple for you: I capture footage (or you can drop me any footage you get), I handle the content, and you look like a pro online. Would it make sense to set up a super quick call this week to show you what that could look like?