Sponsorship Report October 6, 2013 | StraĆžord Mall
Executive Summary On Sunday, October 6, 2013, community runners cruised the perimeter of Stratford Square Mall and helped support local parks and recreation. The 2013 Sunrise Shuffle 5K, presented by Sunrise Chevrolet, was a success at many levels, surpassing numbers in participation, fundraising and sponsorship support, and positively impacting the lives of all involved.
Participation The event increased its total number of registered runners to 201 and actual race participants to 169. This is a 72% increase in participation from 2012!
Marketing The marketing plan was executed as intended, with 5K registration pamphlets distributed to 30+ races in the Chicagoland area, with an emphasis on races in the west and northwest suburbs during the months of July, August, September and October. Posters were displayed in Bloomingdale parks, and the race was posted online on the Park District’s website and Facebook page in addition to multiple runningspecific websites. More than 15,000 race pamphlets were distributed overall. In addition to races, they also were posted at surrounding Park Districts and distributed to local running clubs.
Funds Raised The event raised more than $2,000 for the Bloomingdale Parks Foundation.
Positive Outcomes Though difficult to quantify, the event had an immeasurable impact on the lives of many in the community. A walk-to-run program was offered through the Park District in the months leading up to the race. Led by Park District sports injury/ wellness specialist Dr. Erin Ducat, the group not only received a discounted race admission, but changed both emotionally and physically in conditioning themselves to run a 5K! A large contingent of runners and families (100+) attended the post-race party at Anyway’s American Grill & Pub. The group enjoyed a complimentary food buffet and drinks. In a post-race survey, participants responded positively in evaluating the race, with majority rating of “superior” to “great” in all categories.
Participant Information 2012 (Total = 117) 2013 (Total = 201) Male
48
89
Female
69
112
Top Towns Represented Bloomingdale
2012 33
Top Towns Represented Bloomingdale
2013 42
Roselle
8
Roselle
19
BartleƩ
8
Carol Stream
19
Schaumburg
6
Glendale Heights
14
Wheaton
5
Wheaton
8
Total Towns Represented
32
Total Towns Represented
42
Post-race Survey Results
Comments
1. How did you find out about the race? Top answer: Park District website (22%)
“I love that its a family event.” “I look forward to next year!”
2. How would you rate the race? 100% rated registration/sign-up great to “I like how well the race is organized.” superior 64% rated the course conditions great to “Great race with an awesome crowd of superior runners.” 86% rated the water/food great to superior 85% rated the awards great to superior “Good organization and people.” 3. Would you run the race again? 95% said they would run the race again!
Event Beneficiary
T
he Bloomingdale Parks Foundation is an organization dedicated to helping the Bloomingdale Park District provide great recreation programs and open space while also assisting individuals to gain access to programs, enhancing current programs and making improvements to all of BPD’s parks. The Foundation was established in 1994 as a not-for-profit organization. Its primary purpose is to develop alternate sources of funding for Bloomingdale Park District facilities and recreation programs, and to provide opportunities for all Park District participants. The Foundation holds a 501-C3 status from the IRS. The Foundation has a number of significant accomplishments since its creation including: • Creation and management of a scholarship fund • Creation of Most Valuable Volunteer Night to honor community volunteers • Annual Holiday Gift Wrap fundraiser at Stratford Square Mall • Funded construction of the Springfield Park outdoor basketball courts and picnic pavilion • Multiple improvements to Springfield Park baseball and softball field complex • Purchase of informational message centers for Springfield and Westlake parks
Communications & Marketing A concentrated marketing effort was a vital part of the promotional campaign. The following tools were used: • Race pamphlets – 15,000+ distributed to 30+ races around Chicago. Pamphlets were also on display at surrounding Park District facilities and sent to local running clubs. • Posters – Posters were hung in parks in Bloomingdale and Roselle, as well as at participating sponsor locations. • Inclusion in Park District E-newsletter – A blurb about the 5K appeared in the October E-Newsletter. E-newsletter list contains 2,000+ recipients. • Village Almanac – An advertisement promoting the race appeared in the August/ September and October/November Village Almanac Newsletter, distributed to all residents of Bloomingdale. • E-blasts to 2011 and 2012 runners – A targeted e-blast was sent to 200+ runners that participated in 2011 and 2012. The e-blast promoted the 2013 race. • Online registration – Registration was available on www.signmeup.com and active.com. • Television – An ad promoting the race appeared on the Bloomingdale community television station (Channel 6 for Comcast and WOW subscribers) June through race day. • Park District brochure – The 5K is promoted year round in the Park District’s In-Season seasonal brochure. The brochure is delivered three times a year (winter/spring, summer and fall) to 12,000+ residents with a shelf life of 2-3 months. • T-shirts – 250 shirts were produced and distributed to runners, volunteers, police and fire, sponsors, and others associated with the run. The shirt contained all sponsor logos. The pages that follow document all marketing for the 2013 Sunrise Shuffle 5K.
Bloomingdale Park District Summer Brochure The following page appeared in the 2013 Summer Brochure, page 62. The page included all the race information and how to register. The brochure is delivered to 12,000+ residents and businesses in the Park District area, which comprises all of Bloomingdale and parts of Roselle, Medinah and Addison.
The Park Bench News continued
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The race also features: UÊ,>V }ÊL LÊÜ Ì ÊV «ÊÌ iÀÊ "ÊÌÞ }ÊV «ÃÊ Ì Êà iÃÊ ÀÊÌi>À }ÊÊ ÊÊÊ vvÊL LÃÊ>ÌÊw Ã Ê i®° UÊ } Ì> ÊV V ÃÊ>ÌÊ iÃÊ£ÊEÊÓ° UÊ7 `iÊV ÕÀÃiÊÌ Ê>VV `>ÌiÊ>Ê >À}iÊÀ>ViÊ ÊÃ Õ `iÀ Ì Ê ÊÊÊÊÊ shoulder bumping or getting tripped up!) UÊ ` iÊL>}Êv ÀÊ> Ê«>ÀÌ V «> Ìð UÊ ÃÌÕÀi Ü V }Ê/ à ÀÌ° UÊ Ü>À`ÃÊv ÀÊÌ «ÊÌ ÀiiÊw à iÀÃÊ Êi>V Ê>}iÊV>Ìi} ÀÞÊv ÀÊ i ÊÊÊÊÊÊÊÊÊ and women. UÊ-«iV > Ê«À âiÃÊv ÀÊÌ «ÊÌ ÀiiÊ ÛiÀ> Êw à iÀÃÊv ÀÊ i Ê> `ÊÜ i ° UÊ* i ÌÞÊ vÊ«>À }t UÊ,iÃÌÀ ÃÊ V>Ìi`Ê Ã `iÊ-ÌÀ>Ìv À`Ê-µÕ>ÀiÊ > ° UÊ*À Vii`ÃÊvÀ ÊÌ iÊÀÕ ÊLi iwÌÊÌ iÊ }`> iÊ*>À ÃÊÊ Foundation. UÊ- } ÊÕ«Ê iÊ>ÌÊÜÜÜ°Ã } iÕ«°V °
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Bloomingdale Park District Fall Brochure The following page appeared in the 2013 Fall Brochure, page 56. The page included race information and updated photos. The brochure is delivered to 12,000+ residents and businesses in the Park District area, which comprises all of Bloomingdale and parts of Roselle, Medinah and Addison.
The Park Bench News continued
Oct. 6, 2013 @ 9AM Support local parks and recreation at the Second Annual Bloomingdale Parks Foundation Sunrise Shuffle 5K, sponsored by Sunrise Chevrolet! The fan-friendly course is United States Track & Field certified and wraps >À Õ `ÊÃVi VÊ-ÌÀ>Ìv À`Ê-µÕ>ÀiÊ > °Ê The race also features: UÊ,>V }ÊL LÊÜ Ì ÊV «ÊÌ iÀÊ "ÊÌÞ }ÊV «ÃÊ Ì Êà iÃÊ ÀÊÌi>À }Ê vvÊL LÃÊ>ÌÊ finish line). UÊ } Ì> ÊV V ÃÊ>ÌÊ iÃÊ£ÊEÊÓ° UÊ7 `iÊV ÕÀÃiÊÌ Ê>VV `>ÌiÊ>Ê >À}iÊÀ>ViÊ ÊÃ Õ `iÀ Ì Ã Õ `iÀ bumping or getting tripped up!) UÊ ` iÊL>}Êv ÀÊ> Ê«>ÀÌ V «> Ìð UÊ ÃÌÕÀi Ü V }Ê/ à ÀÌ° UÊ Ü>À`ÃÊv ÀÊÌ «ÊÌ ÀiiÊw à iÀÃÊ Êi>V Ê>}iÊV>Ìi} ÀÞÊv ÀÊ i Ê> `ÊÜ i ° UÊ-«iV > Ê«À âiÃÊv ÀÊÌ «ÊÌ ÀiiÊ ÛiÀ> Êw à iÀÃÊv ÀÊ i Ê> `ÊÜ i ° UÊ* i ÌÞÊ vÊ«>À }t UÊ,iÃÌÀ ÃÊ V>Ìi`Ê Ã `iÊ-ÌÀ>Ìv À`Ê-µÕ>ÀiÊ > ° UÊ* ÃÌ À>ViÊ«>ÀÌÞÊ>ÌÊ ÞÜ>Þ½ÃÊ iÀ V> Ê À ÊEÊ*ÕL UÊ*À Vii`ÃÊvÀ ÊÌ iÊÀÕ ÊLi iwÌÊÌ iÊ }`> iÊ*>À ÃÊ Õ `>Ì ° UÊ- } ÊÕ«Ê iÊ>ÌÊÜÜÜ°Ã } iÕ«°V °
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Bloomingdale Park District Winter/Spring Brochure The following page appears in the 2013-14 Winter/Spring Brochure, page 58. The page includes a race recap and all sponsor logos. The brochure is delivered to 12,000+ residents and businesses in the Park District area, which comprises all of Bloomingdale and parts of Roselle, Medinah and Addison.
The Park Bench News continued
6XQULVH 6KXIÁH . 5HFDS The annual Bloomingdale Parks Foundation Sunrise Shuffle 5K, presented by Sunrise Chevrolet, Ü>ÃÊ i `Ê"VÌ LiÀÊÈÊ>ÌÊ-ÌÀ>Ìv À`Ê-µÕ>ÀiÊ > °Ê ÕL }Ê ÌÃÊ Õ LiÀÃÊvÀ ÊÌ iÊ«ÀiÛ ÕÃÊÞi>À]ÊÌ iÊ United States and Track and Field-certified course started and finished on the south side of the mall. Following the race, participants were treated to a complimentary buffet at Anyway’s American Grill & Pub, located just minutes away at 304 W. Army Trail Road. Proceeds from the run benefitted the Bloomingdale Parks Foundation, which is dedicated to helping the Bloomingdale Park District provide great recreation programs and open spaced while also assisting individuals gain access to programs, enhancing current programs and making improvements to all of BPD’s parks.
The Foundation thanks the following sponsors and in-kind contributors:
Sunrise Chevrolet 414 E. North Ave. Glendale Heights, IL 60139 Phone: (800) 493-5148
About Sunrise Chevrolet In addition to serving as the title sponsor of the Bloomingdale Park Foundation’s Sunrise Shuffle 5K, Sunrise
iÛÀ iÌÊ ÃÊ«À Õ`ÊÌ ÊÃiÀÛiÊÌ iÊ i `> iÊ i } ÌÃ]Ê V>} ]Ê i Ê Þ Ê> `Ê-V >Õ LÕÀ}Ê>Ài>ÊÜ Ì Ê } ʵÕ> ÌÞÊ Chevrolet vehicles. With models like the 2014 Sonic, Cruze, Malibu, Impala and Camaro, we have something for every taste and need. Come visit us at 414 East North Avenue in Glendale Heights to see our vehicles and take one for a test drive. If you’re looking for a used car for sale, we can assist you there as well. Visit our used car inventory page at www. sunrisechevrolet.com to see our large collection of pre-owned and used vehicles for sale. Sunrise Chevrolet is not just your local Chevrolet dealership, we also provide a full line of services dedicated to our Illinois customers. From Chevrolet car repairs performed by expert mechanics, to OEM Chevrolet auto parts and accessories, to car loans, Sunrise Chevrolet is the smart choice for your automotive needs. Come in and say Hi!
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Sales Hours Monday Tuesday Wednesday Thursday Friday Saturday Sunday
9am-9pm 9am-9pm 9am-9pm 9am-9pm 9am-9pm 9am-6pm Closed
Service Hours Monday Tuesday Wednesday Thursday Friday Saturday Sunday
7am-8pm 7am-8pm 7am-8pm 7am-8pm 7am-8pm 7am-3pm Closed
Bloomingdale Park District Home Page
T
he home page for the Bloomingdale Park District web site is the “front door� for all key information concerning all special events and district news. The home page is always the No. 1 most-visited page for the site.
The main attraction of the home page is a rotating slide show of prominent special events and district news. The slides contain a photo and brief description. The descriptive text links to specific web pages as well as sponsors. The 2013 Sunrise Shuffle 5K was featured in the rotating slide show August through October. The site had 14,514 pageviews in this two-month-plus period. The descriptive text for the 5K contained links to the online registration sites and the main 5K page. Below: Screen shot of www.bloomingdaleparks.org taken prior to the race.
Bloomingdale Park District Home Page
I
mmediately following the race, the home page was updated with a photo of the race, as well as links to results, photos and a post-race survey. The message thanked sponsors and included a link to the main 5K page, which also contained links to results, photos and results, as well as a listing of sponsors and their accompanying logos. This rotating slide remained active two weeks after the race (October 20).
Below: Screen shot of www.bloomingdaleparks.org taken after to the race.
Bloomingdale Park District 5K Page
P
rior to the race, the main 5K web page contained all the necessary information runners needed. In addition to a short description of the race, the page also detailed the beneficiary of the race, the Bloomingdale Parks Foundation. All sponsors were listed. The top half of the web page listed all of the sponsors. The bottom half of the page displayed all of the sponsor logos (see following page). This page remains active year-round. For the two-plus month period the 5K was posted on the home page of bloomingdaleparks.org, this was the most popular page. Below: Screen shot of www.bloomingdaleparks.org/programs/special-events/5k.htm taken prior to the race.
Bloomingdale Park District 5K Page
A
s discussed on the previous page, the main 5K web page listed sponsors in the top half and displayed their accompanying logos in the bottom half.
Below: Screen shot of www.bloomingdaleparks.org/programs/special-events/5k.htm taken prior to the race.
Bloomingdale Park District 5K Page
A
fter the race, the 5K web page was updated with a photo of the race, as well as links to results, photos and a post-race survey. All sponsors were listed. The top half of the web page still listed all of the sponsors, and the bottom half still displayed all of the accompanying logos.
Below: Screen shot of www.bloomingdaleparks.org/programs/special-events/5k.htm taken after the race.
Signmeup.com Website The Signmeup.com website was the primary way that runners registered for the Sunrise Shuffle 5K. Signmeup.com lists 5Ks, 10Ks, half-marathons, marathons and other races for all over the country. Runners can search by state, town, date, distance, etc. A screen shot pictured below shows what the sign-up page looked like.
www.Facebook.com/ BloomingdaleParkDistrict
T
he Bloomingdale Park District’s Facebook page is another avenue to redirect runners to the Park District web site and the 5K web page. Facebook posts routinely link back to the 5K main page and registration page.
BPD Facebook demographics as of 10/16/2013 Total Likes: 732
Definition of Terms (applicable on following pages) *Reach - The number of unique people who have seen the post. *Engaged Users - The number of unique people who have clicked on your post. *Talking About This - The number of unique people who have created a story from your Page post. Stories are created when someone likes, comments on or shares your post; answers a question you posted; or responds to your event. * Figures are for the first 28 days after a post’s publication only.
Facebook Posts June 7, 2013
June 27, 2013
Facebook Posts August 31, 2013
September 25, 2013
Facebook Posts September 26, 2013
Facebook Posts October 2,2013
October 3, 2013
Facebook Posts October 5,2013
October 8, 2013
The Bloomingdale Park District E-Newsletter is sent to 2,000+ subscribers on a monthly basis. Since its inception in September, 2010, the E-Newsletter has steadily increased its subscribers and readership. The newsletter averages just under a 30 percent open rate, exceeding the industry average of 22 percent. The Sunrise Shuffle appeared in the “News and Notes” and “Upcoming Events” sections of the E-Newsletter for the months of July, August, September and October 2013. Below: Screen shots of the Park District’s September E-Newsletter
E-Newsletter The Sunrise Shuffle 5K was the lead story for the October issue. The e-newsletter had 588 opens (31% open rate) with over 100 clicks.
Below: Screen shot of the Park District’s October E-Newsletter
Bloomingdale Television Channel 6 The Bloomingdale Park District shares Bloomingdale Community Television Station 6 for Comcast with the Village of Bloomingdale and the Bloomingdale Library. The station has the capability to reaching 8,000+ homes in the Bloomingdale Community. The ad below promoted the race and appeared on Bloomingdale community television station. Television Message Sunrise Shuffle 5K
Below: Screen shot of television message.
Running Time June 1 - Oct. 5, 2013
Banners, Signs, Posters & Flyers In addition to print and online marketing, the Park District also displays banners, signs, posters and flyers at its facilities and in its parks. Upon entrance to the Johnston Recreation Center and The Oasis Water Park, the District’s signboard contains three slots for upcoming events. The 5K appeared July through race day in one of the slots (see below). The Park District also produces flyers and posters for display inside the JRC and in local parks. Flyers and/ or posters are posted on the Adult & Community Board near the Aerobics Room, and/or in one of two display cases. Also, flyer and poster holders are present throughout the building at key viewing points (exit, entry, waiting areas, etc.).
Johnston Recreation Center Display Cases The Sunrise Chevrolet 5K Shuffle occupied the display case directly across from the Park District’s registration desk, as well as the Parks Foundation display case, which is directly across from the elevator in the building’s main entrance. Additionally, 5K posters were posted in various poster & flyer holders in other parts of the building. Display case across from Registration Desk
The display case in main entrance to the JRC before the race (above) and after the race (below).
Message Centers (Westlake and Springfield Park)
Sunrise Shuffle 5K Flyer
Sunrise Shuffle 5K Poster
Sponsor logos were placed here for hanging/display in sponsor businesses.
Post-Race Party Flyer The flyer below was handed out at the pre-race packet pick-up, inserted into all of the goodie bags, and handed out at race-day registration.
R A C E D AY PHOTOS