Practical Marketing Techniques for Organizers of Terry Fox CommunityFun Walks, Rides, Runs

Practical Marketing Techniques

• Plan• (Goal: add 1 New Marketing Position this year)

• Execute • (Goal: add 1 New Marketing Activity this year)

• Pre-run activities• What to include in your Marketing Content

• Run day activities

• Post-run activities• Thank you emails and cards, Survey 10 questions

(www.SurveyMonkey.com), Other types of Events (Terry Fox Skate)

Practical Marketing Techniques

Plan

• Establish the Marketing Team

• Understand your customer

• Understand what the Foundation can give you• Posters, Flyers, Postcards, Tent Cards, Media Contacts,

Graphics, Participants (email yes/no), Teams, Online or Pledge form

• What is “marketing” for your Community Run?

• Build the Marketing Activities Plan

Practical Marketing Techniques

We focus on families and kids

We focus on families and kids

Pre-run Marketing Activities

• Direct Marketing: Flyers, Postcards and Tent Cards• Restaurants, Banks, Rinks, Offices

• Social Media and Content • Twitter, Facebook, Flickr• Event pictures, Video, Survivor Profiles

• Events (attend one or create one)• Headshaves, Team Events, Bake Sales, Merchandise Sales

• Public Relations and Media (TV/Radio/Blogs)• Press release and Broadcasting

• Advertising: Banners, Displays, Signs and Posters

• Email Campaigns (www.MailChimp.com) and Kick-off letter to past participants

Practical Marketing Techniques

What to include in your Marketing Content• Current image and Terry Fox• Adjusted name of your run• Date and location (including address)• Registration time and Start time• Run highlights – what’s in it for them• Website and Twitter• Terry’s Story• Summary Route map• Calls to action – use ones that are effective

• Slogan “Come for the run, stay for the fun”

• Approved pictures citing photographer/owner• English only?

Practical Marketing Techniques

2014 Community Paper Ad

Run Day Marketing Activities

• Selfie Stations

• Photographers

• Social Media Coordinators

• Emcee (Celeberties, Personalities, Politicians)

• Team Introductions

• Terry’s Team Members

• TV and Radio to cover the event

• Ticket Draws and Silent Auctions

• Kid’s Fun AreaPractical Marketing Techniques

Emcee+Speakers have Social Media Followers

Terry’s Team Members

Selfie-station (or not)

Post-run Marketing Activities

• Thank you email and cards

• Survey 10 questions (www.SurveyMonkey.com)

• Encourage Holiday Season Donations• (Holiday Parties)

• Tax and Bonus Season Donations • (November – February)

• Other types of Events during the year to maintain the momentum (awareness, participation, fundraising)• Terry Fox Skate

• December• April 12 – Start day of the Terry Fox Run

Practical Marketing Techniques

Terry Fox Skate (Dec and April)

Marketing Activity Goals

• Add 1 New Marketing Position this year

• Add 1 New Marketing Activity this year

• Contact me for a copy of presentation:

Chris Henry

Chris@marathonaday.ca

+1 (647) 923-8508

www.LinkedIn.com/in/chrisbioPractical Marketing Techniques