Bud’ Run 5K: A First Place Running Event Integrated Marketing Campaign
Campaign Objective 1. Better target of younger registrants (see Target Audience Slide) 2. Stronger presence on the Internet and specifically Social Media Formats 3. Higher Registration: 500 5K 50 1K 40 Budding Runners
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Competitive Analysis: Relay For Life Locations: Relay For Life of Des Plaines Park Ridge Des Plaines, IL Maine West High School June 28, 2013 Relay For Life of Arlington Heights Arlington Heights, IL John Hersey High School June 21, 2013
Competitive Analysis: Relay For Life Strengths: Is the main volunteer-driven cancer fundraising event of the American Cancer Society Strong brand awareness Large audience and followers International organization (prevalent in over 20 countries) Strong online presence on Twitter, YouTube and Facebook
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Competitive Analysis: Relay For Life Weaknesses: Not all races are individually advertised Participants do not receive notable recognition that they want Threats to Bud's Run: More established than Bud's Run Raises more money Occurs on surrounding days of Bud's Run at other nearby suburbs
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Competitive Analysis: Cubs Game Strengths: Strong brand awareness Strong fan loyalty Large fan base (national) Special Feature: iconic Wrigley Field Family friendly Easily accessible via public transportation
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Competitive Analysis: Cubs Game Weaknesses: Unsuccessful losing streak High price of attending game & other variables Overcrowding Threats to Bud's Run: Established target market may interfere with Bud's Run target audience Taking place on the same day as Bud's Run Younger target audience may choose to see Cubs since not in the suburbs Game is surrounded by popular bar scene unlike Bud's Run
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Competitive Analysis: NHL Stanley Cup Finals, Blackhawks Home Game Chicago Blackhawks vs. TBD Home Game 2 Date: Jun 19, 3:30 pm at United Center, Chicago, IL Strengths: Viewable at home and at the arena This is a big game for the Blackhawks which will draw in a lot of fans.
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Competitive Analysis: NHL Stanley Cup Finals, Blackhawks Home Game Weaknesses: Tickets are expensive, upwards of $1000. Threats to Bud's Run: Target market can interfere with Bud's Run target audience. The game will be inside unlike Bud's Run so weather will not be an issue.
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Bud's Run SWOT Analysis Strengths: All proceeds go to the Sarcoma Foundation of America Helps fund research to find new and better therapies to treat patients with cancer Free parking and available restrooms Family friendly and open to all ages Affordable price of $30 per individual Team registration is available Online or in person registration
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Bud's Run SWOT Analysis Weaknesses: Does not have a strong brand recognition Doesn't have a notable logo Limited advertising for a younger audience Not accessible from public transportation Carol Stream is not a high-traffic town Low social media prevalence Does not market towards young adult generation
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Bud's Run SWOT Analysis Threats:
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Economic downturn- limits people's cash flow and have less disposable income to donate Low registration Uncontrollable weather conditions Traffic and transportation issues Uncontrollable weather Any traffic in Illinois could possibly keep people from coming to the race if they are further away from Carol Stream
Bud's Run SWOT Analysis Opportunities: Since this is the 10th anniversary of Bud's Run, we have the chance to use their anniversary to its advantage by bringing in newer registrants due to how long Bud’s Run has been in Carol Stream. In return, we would make people aware that this is a long-term race that has raised money for the Sarcoma Foundation of America over the last decade. Carol Stream is a trustworthy community area Provides great challenging exercise for athletes; specifically runners and can help get them in shape Raises awareness for the Sarcoma Foundation and the disease Provides a healthy activity for friends and family to bond and excessive while raising funds for a charity
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Target Audience • • • • • • • •
Age Range: 18-29 Young Families Career: Student, Education, Health Education: Bachelors/Associate degree Location: Carol Stream and surrounding Chicago suburbs Household: 1-3 people Enjoys donating to notable causes Enjoys being physically active
Brand Positioning Benefits: 10% discount on registration for high school and college students 10% discount on registration for groups of 4-9 people 15% discount on registration for groups of 10 or more people Special Features: Announce the appearance of The Mix radio personality Publicize the donated food and beverages Exclusivity: Emphasize the connection between Bud's Run and the Sarcoma Foundation
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Campaign Objectives Marketing Objectives: Increase 5K registrations by 21% Increase 1K Fun Run registrations by 61% Increase Budding Runners registrations by 56% Increase donations to Sarcoma Foundation by 69% Communication Objectives: Increase awareness and attitude towards Bud's Run Increase Facebook friends by 100% Increase Twitter followers by 150% Use Flyers to inform local high schools and colleges
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Campaign Objectives Media Objectives: Improve integration of Facebook page into event Improve presence of Bud's Run on Twitter Use email blasts to inform, persuade and remind
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Promotion Objectives Get current audience to spread word about event Get emerging audience to preregister for event Inform competitive audience about Bud's Run
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FOR IMMEDIATE RELEASE Contact: Sharon Swanson 2013 Bud’s Run 630-466-0809 Email: haroldbud@sbcglobal.net
TENTH ANNUAL BUD’S RUN FOR THE SARCOMA FOUNDATION OF AMERICA
Carol Stream, IL May 15 - Race director Sharon Swanson, organizes the 10th annual Bud’s Run to raise money and awareness of the Sarcoma Foundation of America. The 5K run/walk will be held at Ross Feraro Town Center on June 22, 2013 at 8:00 am. Bud’s Run is held each year to honor Harold (Bud) Swanson Jr., a track coach at Glenbard North High School in Carol Stream for 18 years; until he lost his battle with Sarcoma cancer in 2003. This run is dedicated to his commitment to running and embracing physical and mental health. “We are eagerly planning the 10th annual Bud's Run, a 5K Run/Walk that remembers Bud Swanson and raises funds for the Sarcoma Foundation of America. We also wish to remember and honor others that we know who have "moved on" as a result of sarcoma. But, let me be clear that this race event is a celebration. Bud loved to run and to race and he loved coaching runners. Bud's Run is a joyous gathering of runners, friends of runners, and those who understand that life is precious and deserves celebration every day.” said race director Sharon Swanson. All proceeds of the race are given to the Sarcoma Foundation of America to find research and find new and better therapies for those battling Sarcoma. To register for Bud’s Run go to www.budsrun.org and click on the tab labeled Register. Registration is $30 per individual ($35 the day of), $85 per family ($95 the day of), and $5 for the 12 and under fun run. Visit Budsrun.org for more information about the run, results from last year, and photos of past events. You can also find Bud’s Run on Facebook at https://www.facebook.com/pages/Buds-Run-5KBud-Swanson-Memorial-RunWalk/189300204454175 and Twitter at twitter.com/Budsrun.
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Press Release Where should we send our press release? What are their deadlines? We should send the Press Release to: • Carol Stream Village Manager • Provide a link of press release on the Bud’s Run Facebook page • Provide a link of press release on the Bud’s Run Twitter page Radio Stations: • CBS 2 Chicago, owner of WBBM News Radio 770 AM and 105.9 FM (email: wbbmnewsradiohost@cbsradio.com) • Clear Channel Media and Entertainment Chicago, the owners of 93.9 FM The Light and 103.5 Kiss FM (email: communities@clearchannel.com or send directly to angeledmond@clearchannel.com) • Deadline: two weeks notice before 2013 Bud’s Run Newspapers: • Chicago Tribune (email: business@tribune.com or metromix@tribune.com) Fax: 312-222-0236 Television: • ABC 7 News Chicago (fax: 312-899-8019)
Press Release Do we want to include a review of the run? How will we get it? Provide a link of a review of the run at the end of the press release Of the specific places we plan to send the press release, will we need to adjust the release to the press outlet? Must be sent in the body of all emails and include “Press Release� in the subject line Does not have to be adjusted for different news outlets
Website Improvements Homepage: Clear, minimal wording Large "Register Now" button Sponsor icons Live Instagram feed Brief SFOA explanation Large social networking thumbnails Brief description & mission statement List consumer benefits
Website Improvements Page Tabs: Add page tab for Sarcoma information & SFOA Add page tab for donations Purchases: Email blast option for purchases Social media auto-connect Overall: Theme of website Logo throughout
Website Mockup
Email Blasts Inform Do you want to stay active and help a great cause this summer? Register for Bud's Run! We offer races for kids and teens of all ages. All of the proceeds from Bud's Run go to The Sarcoma foundation of America. This 5k run/walk is a family fun event with live music, giveaways, food, and kid friendly activities. Persuade Want to support a good cause and get your daily workout in at the same time? Do you want your children to join in on the fun? If so, then the Buds Run race is for you. Join the hundreds of people on June 22, 2013 to support those who have battled against Sarcoma. All proceeds will go to the Sarcoma Foundation of America. Click on the link below to register for a day of fun! Remind Runners are you ready!? Bud's Run is just around the corner! Bring your family and get ready to run!
Email Blasts When will we launch each of these blasts? Inform- As soon as possible Persuade- 3 weeks prior Remind- 1 week prior as well as 1 day prior to race Will we include photos? Interviews? Reviews? How will we get them? We will include photos of past races as well as the new logo we have designed (these can be found on the Bud’s Run website). There will be links with contact information as well as social media outlets (Facebook, Twitter, and Instagram). A review from a person that attended the event in prior years. You can get the review by asking a friend or relative that has participated in Buds Run to write a short review of the event.
Email Content What content will we include for each of these communication objectives? How will we get the content? Information about the race, such as the cause and costs. Benefits, such as free parking, prizes, and restrooms on site. All of this information can be found on the Buds Run website. We will include these things in the communication objectives to simply remind potential participants on the cause and what they will get from it.