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Case Study –
Special Event
Background
A charitable agency serving women’s needs
organized an annual 5/10K run which served as
its major fundraising event. In its first year,
the run attracted interested runners and brought
the organization a profit.
In subsequent years both the number of participants
and financial returns dwindled.
The Challenge
Investigation revealed the race lacked consistency
over its eight-year run. Dates were changed,
as was its focus. An event that had initially
appealed to serious amateur competitors had
become one that included family-oriented features
and children’s activities. Medals and
other prizes which had initially been awarded
were discontinued due to lack of funds. Sponsorships
that had been secured in the first year of operation
had disappeared.
Strategy
The event was redesigned and focused to appeal
to a core group of competitive runners, then
branded to position it more favourably within
the field of competitive runs.
Entrance fees were increased. Medals and prizes
were re-introduced as were sponsorships and
the use of technological advances. Race day
included food, beverages, live entertainment,
announcers, professional race paraphernalia
and more.
In its first year after being re-positioned
the number of event participants more than doubled.
In its second year they tripled.
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