Event Marketing
Case Study
AEP COLUMBUS 10K
What is the AEP columbus 10k?
With 41 years under it’s belt, the Columbus 10K is building on the city’s rich history as “The Oldest Road Race in Columbus.” While not detracting from its tradition of being known as a “runner’s race”, the Columbus 10K has evolved into an event for individuals of all abilities. This includes our future runners in the free AEP Ohio Kids Run, as well as those making the next step from the 5K distance.
Categories
Paid Advertising
Social Media Management
Email Marketing
Ad Design
Goals & StraTegy
With 8 months to hit a goal of 2,500 registrants, their biggest race to date, Columbus Running Company came to us seeking a comprehensive strategy to make runners aware of the race and make sure they didn’t miss out on the registration deadline. To make sure every spot was filled and their budget was allocated in the correct places, we ran a campaign ranging from brand awareness, social media marketing, paid advertising with strong calls to action, and emails to follow up with CRC’s audeince.
Video
We created a video to use in a Facebook advertisement to make the community aware of the race and create excitement.
Social Media Marketing
Custom branded graphics and content were created and fed through social media channels to increase brand awareness and encourage registration.
Paid Advertising
Videos and custom graphics were used to create a campaign and extend reach on Facebook, Google, Twitter, and Instagram.
Email Marketing
We designed and sent out multiple emails each month with news, photos, offers, and reminders to Columbus Running Company’s email list.
A story in Research
With the AEP Columbus 10K event, we started with objectives that increased brand awareness and transitioned into more aggressive objectives as we got closer to the event. By creating and strategically sharing custom content specific to our target audience, we were able to increase our following which resulted in an “expontentially socially shared” effect. This contributed to a sold-out race and a larger brand allowing the following year’s campaign to be set up for success.
The numbers
Duration: September 2018-June 2019
Invested: $8,000
Generated: $125,000
ROI: $1,462.5%
- Race Registrations – 100%
Entire Promotion- $1,450
Event Responses
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Impressions
Cost Per Result
Brand Awareness
Estimated Ad Recall
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1 Week left post
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Final Push
Clicks
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Cost Per Result
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Header Photo Credit: Hansruedi Ramsauer
Ohio
Columbus, OH
Tennessee
Nashville, TN