Cover slide Sydney Track Classic Local Media and Marketing Plan Executive Summary Prepared by Tim McGrath and David Byrne for Athletics NSW

The Sydney Track Classic, as an event owned by Athletics NSW and conducted in conjunction with Athletics Australia, must always be more than just the Sydney meet of the Australian Athletics Tour. The Sydney Track Classic is, and must remain, Australia's premier athletics meet. To enhance its reputation as the premier athletics meet in the country, the Sydney Track Classic must: Be an event which has a high level of engagement and sense of ownership amongst the Athletics NSW membership Actively engage other segments of the NSW athletics community Continue to lead the way in promoting athletics as an entertainment property Be innovative and not contrained by conservative thinking Be the meet which all elite athletes in Australia want to compete in Present itself professionally to target markets and to the media Maintain its world class standard of officiating, including use of technology Be open and transparent, within the constraints of behaving as a corporate entity applying due diligence Sydney Track Classic Positioning Statements

Event Targets AreaMeasure2010 Performance 2011 TargetHow we will achieve Meet status (utilising All-Athletics.com scoring and rankings based on IAAF tables) Ranking with respect to Australian meets Best meet in Australia The most uncontrollable element of the meet, but enhanced by recruiting strong fields (AA responsibility) and by creating atmosphere via a large crowd and good timetabling and meet presentation. Ranking with respect to the world 52 nd best meet in the world Top 50 in the world Athlete performance points≥ points CrowdNumber of spectators ~3500 ≥ 5000 Marketing Plan Promotion of athletics TV coverageNot broadcastBroadcast post meet Liasion with AA MediaNot monitored Local newspaper coverage for 50% of competing NSW athletes Supplement AA engagement of mainstream media across all platforms Focused 6 week PR campaign Spectator engagement Market researchAnnecdotal feedback Professional research Post event questionnaire and review across key market segments

General Sporting Public Recreational Running Community Little Athletics Community Former ANSW Members ANSW Members Demand entertaining product Media/PR driven Participate on user pays basis Highly segmented & unregulated Premium on value Recruit as new customers of the event Family and participation focused and aspirational Core athletics community Need to be engaged and feel ownership of the event Key drivers of event success Previous connection with event/sport Retention as spectators Current Focus Long Term Goal Sydney Track Classic Market Segments

Key Marketing Strategies Dedicated meet website ( serving as vehicle for: Meet information Editorial content Sales platform Segmentised campaigns utilising Athletics NSW and Little Athletics NSW membership databases Innovative use of social media, including custom Facebook page and Twitter feed Media releases targetted at local newspapers Low cost, highly focused advertising channels Athlete engagement (virtual and real-world appearances) Establish relationships with key mainstream media Retention of spectators at conclusion of opening day of Little Athletics State Championships