SUMMARY
The Wheeling Park District’s Day of the Dead 5K campaign aimed to engage the local and surrounding communities, celebrate cultural heritage and promote fitness. The primary goal was to achieve 450 participants by October 27, while enhancing the district's visibility and encouraging community involvement.
Key strategies included digital marketing, print materials, and community outreach. A series of Facebook ads were run in three phases from July to October, with a total investment of $600, targeting residents and fitness groups. Organic social media efforts were bolstered with posts, stories, and promo videos, and an event page was created to generate excitement and drive registrations. Constant Contact newsletters and website updates provided consistent reminders to the district’s existing audience.
Print materials such as bilingual flyers, banners, and program guides were distributed across schools, sponsor locations, and park district events. These efforts were complemented by partnerships with local businesses and discounted registration for Rock the Runway runners, fitness members, and summer campers, further driving participation.
Community outreach played a vital role in the campaign’s effectiveness. The team promoted the event at local schools through back-to-school nights, open houses, and community events like National Night Out and the Familia Dental Health Resource Fair. Cultural giveaways, including Day of the Dead bookmarks, stickers, and educational wheels helped create a memorable connection to the event and appealed to families.
As of late September, the campaign had achieved 171 participants. With the final push, the campaign had successfully registered 459 participants by race day (October 27), surpassing the original goal of 450. Digital ads alone reached over 65,000 people, significantly boosting awareness and contributing to the strong turnout.
In summary, the campaign effectively combined digital and conscientious efforts to meet community engagement and participation goals. The diverse marketing strategies ensured broad reach, while the cultural emphasis helped create a meaningful and festive atmosphere around the event.
EVENT OVERVIEW
The Day of the Dead 5K is a community event that promotes fitness, cultural heritage, and community engagement. Held annually at Heritage Park, it honors the Mexican holiday, Día de los Muertos, by bringing together participants of all backgrounds. The 2024 goal was to reach 450 participants by October 27 through a mix of digital, print, and community outreach strategies. The campaign exceeded this goal, achieving a final registration of 459 participants.
TARGET AUDIENCE
• Local Community Members: Particularly those with cultural ties to the Day of the Dead.
• Fitness Enthusiasts: Including members of the Wheeling Park District Fitness Center.
• Families and Students: Engaged through local schools and community outreach.
• Bilingual Audiences: With 27% of the district speaking a language other than English, accessibility was a priority.
KEY OBJECTIVES
• Drive Participation: Reach and exceed 450 registrants by October 27, an increase of 30 participants from 2023.
• Enhance Visibility: Strengthen the Wheeling Park District’s presence within the community.
• Celebrate Culture: Foster inclusivity and educate the community on the significance of Día de los Muertos.
• Encourage Feedback: Gather post-event insights through an NPS (Net Promoter Score) survey.
DIGITAL PRINT GIVEAWAYS
10% of the allocated budget was not utilized.
BUDGET OVERVIEW
The Day of the Dead 5K marketing campaign operated with a budget of $1,500 and concluded 10% under budget. The funds were allocated strategically, with 40% invested in digital ads to maximize reach, 33% dedicated to in-house print materials for cost efficiency, and 17% allocated for culturally themed giveaways that enhanced participant engagement. This careful distribution allowed the campaign to exceed participation goals while maintaining financial efficiency.
APRIL MAY JUNE JULY
Pre-registration promotion
• Banners & Flyers
• Facility TV Screens
• Social Media Promotion
Registration opens May 1
• Banners & Flyers
• Facility TV Screens
• Social Media Promotion
• Update Website
• Email Blast
▪ Past Runners
▪ Health & Fitness
Event Prep
• Runner Bibs Designed
• T-Shirts Designed
• Begin Selling Sponsorships
• Begin finding organizations for on course water and cheering sections
Partnership with Run the Runway (Village 5k)
• Flyers in Runners bags
Partnership with WPD Summer Camp
• Flyers sent Out to Campers
Paid Social Media Ad
• First paid ad ran 7/23 - 7/30 for $100
TIMELINE
The marketing timeline for the Day of the Dead 5K Run/Walk was strategically structured, with promotions beginning in April to support the pre-registration opening on May 1. This early start ensured consistent engagement and allowed ample time to build momentum through targeted outreach leading up to the October event.
AUGUST SEPTEMBER OCTOBER NOVEMEBER
Additional Promotions
• 5k Ad added to fitness center machienes
• Ad in the CNSCVB e-newsletter
• E-mail sent to Summer Camp Participents with discount code
Paid Social Media Ad
• Second paid ad ran 9/99/18 for $200 Giveaways
• Educational Wheel Created
• Bookmarks with QR Codes Ordered
• Alebrije Stickers Ordered Vertical Banners at Sponsor locations
Paid Social Media Ad
• Third paid ad ran 9/30 - 10/26 for $300
Last Social Media Push
• Countdown Posts begin
• “Miles of Memories” short videos created and posted leading to the event
• Various stories posted to gain excitement for the event
Event SIgnage
• Create A-frame mile markers
• Create Photo Backdrop
Post-Race Thank you Video
• “Miles of Memories” post-race thank you to the community
Post-Race Press Release
• Published in the Daily Herald on 11/4, in time for Dia de los Muertos
Post-Race NPS Survey
• Sent to race participants
PROMOTIONAL STRATEGIES: DIGITAL MARKETING
TIMELINE
9,518 FOLLOWERS
19 COMMUNITY PAGES
139,379 COMMUNITY PAGE REACH
SOCIAL MEDIA
1,836 FOLLOWERS
734 REEL VIEWS 1,182 IMPRESSIONS
925 FOLLOWERS
3 CONSISTENT HASHTAGS 194 IMPRESSIONS
The social media campaign for the Day of the Dead 5K aimed to boost registrations, engage the community, and celebrate cultural heritage, targeting 450 participants by October 27. With a $600 ad spend, the campaign combined paid ads, organic content, and the Miles of Memories video series, shared across 19 social media groups. Time-sensitive messages and culturally themed visuals drove urgency and connection. By mid-October, social media ads had reached over 65,000 people, contributing to 459 total participants. The campaign effectively increased visibility, built excitement, and deepened community awareness of Día de los Muertos.
The Day of the Dead 5K social media posts used a mosaic-like approach, leveraging Facebook's 5-photo layout to create one large, cohesive image. Each photo was crafted to stand alone while also forming a complete visual story when viewed together, adding depth and creativity to the campaign.
MILES OF MEMORIES: SHORT VIDEO SERIES
The Miles of Memories video series celebrated the Day of the Dead 5K run/walk by highlighting runners, performances, and the cultural significance of the event. Featuring captions for accessibility, the series engaged the community on social media, building connections and anticipation for the run/walk.
#MilesOfMemories
#WeRememberTogether
#DayOfTheDead5K
SCAN TO VIEW FULL SERIES
REACHTVS
Digital ads in:
• Community Recreation Center
• Heritage Park Sports Complex
•
• WRITTEN CONTENT
• Published on Daily Herald
• Shared by IAPD
•
• WEBSITES
• https://dayofthedead5k.run/
• Featured spot on Wheeling Park District main website homepage
62,939 CONTACTS
22 EMAILS SENT 45% OPEN RATE
CROSS PROMOTION
The marketing campaign for Day of the dead 5k included a cross promotional strategy through various channels, including the Fall Program Guide, Fitness Member e-newsletter, and Start Young e-newsletter. The program guide featured a cover photo from a past event, and email headers used similar imagery to build recognition and excitement, encouraging community participation. In the final week, multiple event-specific emails, including “5 Days,” “3 Days,” and “Last Chance” reminders, were sent to create urgency and drive registrations.
PROMOTIONAL STRATEGIES: PRINT MATERIALS
LARGE FORMAT
The large-format print materials for the Day of the Dead 5K were created entirely in-house (design, print, and placement), including window clings, fence banners, whirlwinds, cafe barriers, and vertical banners. The designs balanced consistency for campaign recognition with enough variety to remain visually engaging and avoid redundancy.
PRINT STRATEGY: CROSS-PROMOTION
Print cross-promotion for the Day of the Dead 5K included a feature in the Fall Program Guide and a full-page spread in the Start Young newsletter. The newsletter spread was designed as a playful board game, Serpientes y Escaleras (similar to Chutes and Ladders), aimed at children under 5. This engaging design not only entertained young readers but also promoted the family-oriented nature of the run/walk, encouraging participation from families with young children.
PROMOTIONAL STRATEGIES: GIVEAWAYS
Alebrije Stickers Learning Wheel Bookmarks
The Build-Your-Own-Alebrije
Stickers gave participants a fun, hands-on way to learn about Mexican folk art by creating their own vibrant mythical creatures. This activity combined education and creativity, engagement with the Day of the Dead theme.
The Day of the Dead Learning Wheel educated participants on the holiday's traditions and significance, offering key cultural facts in an engaging, interactive format.
The DIY Day of the Dead Bookmarks allowed participants to color in unique designs, making them both fun and interactive. A QR code on the back linked directly to the run/walk registration page, combining creativity with effective event promotion.
OUTREACH & PARTNERSHIPS
The outreach strategy for the Day of the Dead 5K focused on connecting with the community at school events, park district programs, and local fairs. To promote the event and celebrate its cultural theme, giveaways like Day of the Dead Learning Wheels, DIY bookmarks, and themed stickers were handed out. These items helped spread awareness and left a lasting impression.
School Events
- Twain Elementary Meet the Teacher
- London Middle School Locker Day
- District 21 Registration Day
- Field Elementary Back-to-School Bash
- Tarkington Elementary Back-to-School Bash
- Frost Elementary Curriculum Night
- Holmes Middle School Curriculum Night
- London Middle School Curriculum Night
- Wheeling High School Open House
Wheeling Park District Events
- International Festival
- Car Show
- Weekly Unplug at the Park
- Boonanza
Other Community Events
- Familia Dental Health Resource Fair
- National Night Out
- District 21 Trunk or Treat
Through a partnership with District 21, the Day of the Dead 5K was promoted to grades K-8 using their Virtual Backpack system, accessible on District 21’s website. This collaboration provided a direct way to engage families within the community.
PARTNERSHIPS: REWIND SPORTS:60
Staff joined Rewind Sports:60 with MC Jerry Riles twice to promote the Day of the Dead 5K. These appearances helped highlight the event's cultural significance and encouraged community participation, reaching a broader audience.
HEALTH & FITNESS CENTER
The Day of the Dead 5K was actively promoted within the Wheeling Park District Health & Fitness Center to target fitness members. Advertisements appeared on treadmill screens, and an information table was set up to catch attention and drive event registrations.
EVENT SPONSORS
Vertical banners for the Day of the Dead 5K were displayed at sponsor locations like Rise N Dine, Alianza Hispana, and Culver’s Buffalo Grove, featuring QR codes tracked with Bitly to measure scan activity.
ROCK THE RUNWAY: Village of Wheeling
The Rock the Runway 5K, hosted annually by the Village of Wheeling, connects with local runners and residents. Partnering with them for the Day of the Dead 5K walk/run allowed the Wheeling Park District to reach a fitness-focused audience. Offering a $5 discount to Rock the Runway participants helped promote both events and strengthen the partnership. Additionally, we promoted the Rock the Runway 5K 2025 during our event.
8:00 AM START
WWW.DAYOFTHEDEAD 5 K.RUN
RACE DAY
On race day for the Day of the Dead 5K, a cohesive design theme brought the event to life. Custom t-shirts and bibs highlighted the cultural essence of the event, while a vibrant backdrop provided a festive setting for participant photos. A-frame directional signs and mile marker signage ensured smooth navigation and added to the overall race experience.
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The Day of the Dead 5K marketing campaign successfully combined digital outreach, print visibility, and community engagement to exceed participation goals. By leveraging culturally relevant content and strategic partnerships, the campaign provided a sense of community and strengthened the Wheeling Park District’s reputation as a hub for cultural and recreational events.
METRICS FOR SUCCESS
459 TOTAL REGISTRANTS (goal 450)
65,000 PEOPLE REACHED THROUGH DIGITAL ADS
68% OPEN RATE ON POST-EVENT NPS SURVEY
