BACKGROUND
IMPOWER needed to boost awareness, registrations, and fundraising for the Stuff Your Face Race, a unique 5k and 10k event supporting mental health, substance abuse programs, and children’s well-being.
The challenge was to engage a broad audience, including local businesses and community members, while aligning the event’s promotion with IMPOWER’s mission. Ensuring consistent branding, maximizing digital engagement, and fostering sponsor partnerships were essential to achieving the event’s goals and driving its success.
RACE PROMOTION STRATEGIES
Digital Marketing Campaigns and Content Creation
I led the digital marketing efforts to drive engagement and participation. I designed targeted email blasts to connect with past participants, sponsors, and community members, ensuring the messaging resonated with each audience. To highlight the mission behind the event, I developed a heartfelt message from the CEO, emphasizing its purpose and impact. On social media, I created engaging posts and advertisements showcasing race details, sponsor shout-outs, and the excitement of event day, building anticipation and community buzz. Additionally, I coordinated promotional materials in partnership with Rock & Brews restaurant to align with their fundraising efforts, extending the event’s reach and impact.
Sponsor & Community Engagement
I actively built relationships with local businesses to secure sponsorships and fundraising support for the Stuff Your Face Race. To expand the event’s visibility, I collaborated with local influencers and runners, leveraging their platforms to promote the race and engage the community effectively.
Branding and Visuals
I designed cohesive and visually appealing materials, including flyers, banners, and social media graphics, all of which aligned seamlessly with IMPOWER's brand identity. This consistent branding ensured a professional and recognizable presence across all platforms and promotional efforts.
Performance Monitoring
I tracked engagement metrics across various digital platforms, analyzing data to refine strategies and optimize reach. By examining registration and donation trends, I provided leadership with comprehensive reports, showcasing the event’s success and identifying opportunities for future improvements.
DIGITAL MARKETING CAMPAIGN RESULTS
Social Media
Social media channels saw a significant increase in activity over the course of our campaign, in comparison to the campaign run in the previous year. Instagram saw the largest increase, with more content interactions and a boost in content reach. Link clicks to our race website resulted in race registrations, resulting in the largest number of registrations in the history of the event.
Email Marketing
Given our history of returning event signups, email marketing became a crucial tool for promotion. Tapping into IMPOWER's large number of email contacts, regular mailings alerted our audience of the latest event details and sponsorships. Analytics revealed high open rates, as well as click-through to event registration.
EVENT RESULTS
Total Runner Registrations: 321 (an increase by 51% from 2023)
Total Donations Raised: $69,000
