Rev Racing: A new web presence for a diverse voice

As the competition arm of NASCAR’s Drive for Diversity Driver Development Program, Rev Racing is an innovative and competitive racing team that works to develop women and minority drivers and pit crew members in NASCAR’s development series. Competing in the K&N Pro Series East and Whelen All-American Series, Rev Racing drivers build the experience necessary to eventually compete at the highest levels of the sport. Through racing careers, as well as a social and web presence, Rev Racing’s Driver Development Program and Pit Crew Development Program Rev Racing brings underserved audiences to the forefront of America’s second largest sport. For the past six years and counting, Matchbook has been a comprehensive marketing and public relations partner for Rev Racing. Through coordinating driver media appearances, providing social media assistance, managing brand appearances with partners and sponsors, and providing operational support for the team, we’ve long helped Rev Racing optimize their media footprint as a brand. However, for all the on-track and marketing assistance we’ve provided, it had become clear that the organization needed an updated web presence to clearly communicate their mission and inform the public about their programs, in an easy-to-navigate fashion. After a dialogue outlining their needs, Matchbook began work on crafting an updated and expanded web experience.

Unifying a Web Presence

Previously, Rev Racing’s web presence was able to communicate valuable information about the program, but didn’t represent a seamless channel to unite multiple aspects of the brand across multiple platforms. Issues like a desktop format that didn’t scale as it should have, a lack of mobile-friendly design, cramped visuals, hard-to-read text and lack of functionality to incorporate social media and upcoming events all held the site back from fulfilling its purpose as well as it should have. Once we began work, the team at Matchbook was able to assess the site and found that while the implementation was outdated, the base technology supporting the site was still viable to serve as a new foundation. In migrating content over to this new site, we were able to update the visuals of the site into a newer and more mobile-friendly format. This resulted in pages that were easier to read and could better scale to suit the screen of anyone visiting from a wide variety of devices. Additionally, we were able to add functionality in linking to social media feeds and better adapted the site to link to information on race results and upcoming events. With these additional functions in place, visitors now have a fully unified brand experience on the website. Now, without needing to open multiple tabs to view social posts or research results, visitors find that they can access all of the information they need while remaining engaged with Rev Racing’s branded web presence. Matchbook is proud to have assisted Rev Racing and the NASCAR Drive for Diversity Development Program in generating an updated and engaging web presence, that allows visitors to access every interaction point with the team with improved levels of design, navigation, search optimization and security. To begin a dialogue and see how we can help you achieve success in your web presence, contact us today.