Strategic Projects

To kick off the Kelley School of Business Evening MBA Program, new cohorts are challenged to develop a strategic business or marketing plan for an Indianapolis-based company within one week, culminating in presentations to faculty and business leadership for our orientation case competition. My cohort had the exciting opportunity to craft a marketing plan for Penske Entertainment Group and the Indianapolis Motor Speedway (IMS) to boost attendance at the 2025 Brickyard 400.​​​​​

My team delved deep into data provided by IMS, analyzed how other speedways were successfully increasing attendance, and reviewed existing IMS strategies for other events. After countless brainstorming sessions, a breakthrough idea emerged in my brain and the team jumped on the idea: Backyard at the Brickyard.​​

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​​​The concept was straightforward yet innovative: create a designated space at the Brickyard 400 for race experience fans aged 18 and over, similar to the popular Snake Pit at the Indianapolis 500. We outlined tactical implementation for the first year and envisioned how the space could evolve to meet the unique desires of attendees in the future. Recognizing that other tracks had invested in enhancing their facilities to attract social and enterainment-focused fans, we proposed that IMS adopt a similar approach for the Brickyard 400.

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Our strategy was a resounding success, earning our team first place in the case competition and the opportunity to present to Penske Entertainment Group leadership.