The Challenge

Radford Racing School, a luxury motorsport experience set in the Arizona desert, relied heavily on bookings from within a few hours of the track. Their marketing was primarily local, but they needed more than ads—they needed a scalable system to identify buyer mindsets, optimize media, and convert interest into high-value, high-consideration purchases.

I was tasked with leading the strategic overhaul—developing a data-driven marketing framework that could not only grow local attendance but also prepare the brand for national scale.
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My Strategic Approach

Reframing the Value Proposition

I shifted the narrative from promoting “courses” to promoting transformation—positioning Radford as an experience that changes the way people see themselves behind the wheel. This meant moving the spotlight from the Dodge partnership to the driver’s personal journey.

Unified Brand Idea: “Discover Driving”

I developed the “Discover Driving” campaign—a scalable brand platform built around the idea of transformation. This became the foundation for creative direction across OOH, social, and search channels.

Persona-Driven Targeting

I created detailed buyer personas—such as Experience Junkies and Skill Seekers—to guide creative messaging, ad spend allocation, and channel prioritization. Every media dollar and creative asset tied directly back to these audience insights.

Geo-Optimized Campaign Architecture

I led the design and launch of paid search, social, and Google Performance Max campaigns optimized by drive-time and feeder markets. This ensured messaging was tuned to local behavior, intent level, and purchase readiness.

Conversion-Focused Landing Pages

I directed the creation of high-impact landing pages tailored by persona, course type, and funnel stage. Each was optimized to move prospects seamlessly toward booking, balancing performance metrics with brand storytelling.

Data-Driven Optimization

I implemented segmented performance reporting by region, audience, and channel—turning campaign data into actionable growth insights for the Radford team.
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The Results

Established a scalable marketing system ready for national expansion.

Launched an awareness campaign that shattered Radford’s attendance record.

Secured a renewed partnership with Dodge, reinforcing brand credibility.

Drove significant first-time customer growth through audience-aligned messaging.
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Why It Matters

Radford Racing School transformed from a local luxury motorsport destination into a mission-driven brand with a roadmap for scalable growth. By applying multi-location thinking to a single-location business, I proved that the right strategy and system can unlock national potential—no matter the footprint.

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