Case Study: Manhattan Beach 10k

Client Challenge

  • Registrations in the core 18-40 market had been declining.
  • Marketing had focused on print media with little attention given to digital channels
  • The previous website at did not reflect the excitement and energy associated with the race.
  • Aside from a Facebook page there was no cohesive digital footprint or use of popular platforms such as Instagram, Twitter or Snapchat.

Digital Strategy

  • Use email, social media and social ads to drive awareness of the race with the target 18 to 40 demographic.
  • Create excitement around and desire to register for the race.
  • Make it easy for people to get the information they need about the race.


  • Website:

    • Deliverable:  Design and build a modern mobile-ready website that is easy to update, captures email addresses and acts as a central information hub
      • Move to platform
      • Replicate existing content but reorganize and make it easier to navigate
      • Utilize past race photography and imagery to update look and feel
      • Implementation of SumoMe email collection software
  • Email Newsletter

    • Deliverable: Design and build a modern mobile-ready newsletter that integrates with the website.
      • Manage migration from Constant Contact to Mailchimp
      • Design Newsletter template
      • Integrate with website
  • Digital Footprint Build

    • Deliverable: Create and format new & existing social media accounts, integrate with website using cohesive color palette and styling
      • Facebook / Twitter / Instagram / Snapchat
      • Imagery - consolidate iconography across footprint
      • Define 160 character description

Content Strategy

  • Plan & Execute Content Strategy

    • Deliverables: Drive sign ups to MB10k mailing list, encourage readers to reach out to younger audience, inform list of registration dates and pricing.
      • Create content strategy
      • Create production schedule
      • Create email newsletters
      • Create blog posts
      • Create social media posts
      • Respond to social interactions

Social Advertising Strategy

  • Plan & Execute Facebook Advertising

  • Deliverable: Manage Facebook Advertising program
    • Create Ad strategy
    • Create Ad copy including appropriate imagery
    • Create appropriate custom audiences within Facebook
    • Tweak Ad copy and imagery to improve Ad performance


  • Registrations up 20%
  • Largest growth seen in both "18 - 24" and "25 - 34" demographics
  • Traditional Advertising cost down 50%
  • Total marketing spend down 10%
  • Website Visits from June through October: 29,000+
  • Mailing list sign ups: 538
  • Over 2,500 uses of hashtag #mb10k
  • Over 4,000 views of dedicated MB10k Snapchat filter

Testimonial from Rachel Judson, Race Director

We closed out registration with 600 more participants this year than last. That is over approximately $20,000 more in revenue vs. 2015 that we can donate back to the community.

Contact Molly

If you're looking to raise the visibility of your business or if you'd just like to get started in the digital world, get in touch using the form below to set up a free consultation.

Name *
Give us an idea of your business and the kind of challenges you are facing. If you have a link to a website, that would be great.