Another running event - the Redondo St. Patrick's Day 5K - is under my belt and it was a win! Race registrations were up 18% from last year! Holla!!!
Mike Ward, owner of the Village Runner, challenged me to replicate for his race what I did for the Manhattan Beach 10K...get more race registrations.
Another Easy Sell
Just like the #mb10k this 5K was an easy sell. A seaside course with loads of fun offered before, during and after the event that also benefited a worthy group - the Redondo Beach Educational Foundation.
The only issue was that the race had no identity of it's own, specifically in the form of a website. It was a lonely page on the Village Runner site. I gave it a voice and created a website that was most-importantly scaled for mobile. I populated it with fun race imagery and created an atmosphere of celebration and community, which is what this special race is all about for my hometown of Redondo Beach.
Then came the fun part for me...spinning the #stpats5k story on social media. It had a thriving Facebook page already, but there was no Twitter or Instagram set up. Once these platforms were good to go, I began to pump out the fun imagery: green beer, rainbows, leprechauns, shamrocks, oh my!
Once again, Facebook ads were my go-to to publicize the race. They were precisely targeted and delivered the message of FOMO - meaning folks who saw the ads experienced the good ol' Fear Of Missing Out and quickly registered!
It Is Not Rocket Science
The race needed the following:
- a new website
- a digital footprint
- a digital ad campaign
- a blog/email newsletter
- a content strategy
And once these were all underway, the registrations rolled in!
Dial the digits if you need help amplifying your event 310.748.9128
Image Credit: Me
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