Half Marathon 2016 Event Report
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Transcript of Half Marathon 2016 Event Report
SMH Half Marathon I Sunday, May 15 2016
Contents 00
3
01 Introduction
02 Winners
03 Charity
04 Partners
05 Expo
06 Marketing Campaign
07 Hospitality
08 Participant Survey Sponsor Recall
Image
SMH Half Marathon I Sunday, May 15 2016
MEDIA RELEASE Sunday 15 May, 2016 Shelley and Weightman look ready for Rio with wins at Sydney Morning Herald Half Marathon Australian Olympians Michael Shelley and Lisa Weightman stretched their legs ahead of the Rio Olympics, taking line honours in the 25th Sydney Morning Herald Half Marathon today. More than 12,000 participants joined Shelley and Weightman on the course for the special 25th running of the event with almost $700,000 raised for hundreds of deserving charities. Shelley crossed the line first with a phenomenal time of 1:03:59 in the men’s field ahead of Matthew Cox (1:07:20) and Harry Summers (1:08:32) Weightman finished in just 1:12:07 followed by Tarli Bird and Danielle Allen in 1:16:52 and 1:18:59 respectively. Australia’s largest and most prestigious half marathon today celebrated its silver anniversary with participants given the option to run today’s race individually or challenge themselves as a team in the relay event. Fairfax Events Head of Sport, Christopher Secker, said: “The Sydney Morning Herald Half Marathon has always held a special place in the Australian Running Calendar and once again we've had a terrific field of runners take on one of the most iconic courses in Australia. “25 years is a fantastic achievement and a testament to the event's longevity and we're fortunate to have such passionate participants who come back year on year to run through the heart of Sydney for so many wonderful causes." Hundreds of charities were supported via the event with the Running For Premature Babies team of more than 500 runners raising more than $300,000 for the Royal Women’s Hospital Randwick.
SMH Half Marathon I Sunday, May 15 2016
The Course
The Sydney Morning Herald Half Marathon course showcases the best of Sydney. Beginning on College Street, in front of St Mary’s Cathedral the 21.1km course passes through the CBD, Circular Quay with views of the Opera House, under the Sydney Harbour Bridge, Barangaroo, Pyrmont and the Royal Botanic Gardens, finishing in Hyde Park.
SMH Half Marathon I Sunday, May 15 2016
The Relay Course
The Sydney Morning Herald Half Marathon Relay course follows the same course as the Half Marathon. The first runner completes the first 7km of the course and the second runner completes the remaining 14km with the transition occurring in Metcalfe Park, Pyrmont.
SMH Half Marathon I Sunday, May 15 2016
Winners Results
Place Team Name Net Time State
1st Hunt-Hunt 1:17:38 NSW
2nd Reid-Deagan 1:18:22 NSW
3rd McGarr-Holmes 1:32:13 NSW
4th Xuereb-Hazan 1:24:45 NSW
5th Cabasson-Burbaud 1:27:25 NSW
6th Bachmann-Fraser 1:27:30 NSW
7th Herington-Herington 1:31:04 NSW
8th Robinson-Robinson 1:30:29 ACT
9th Wilkin-Piper 1:32:09 NSW
10th Trollor-Trollor 1:33:18 NSW
Half Marathon Relay Top 10 Teams
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Half Marathon Relay Finish Times
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Half Marathon Top 10 Males
Winners Results
Place First Name Surname Net Time State
1st Michael Shelley 1:03:59 QLD 2nd Matthew Cox 1:07:23 NSW 3rd Harry Summers 1:08:35 NSW 4th Matthew Hudson 1:09:13 NSW 5th Keith MacPherson 1:10:07 NSW 6th Erik Niyiragira 1:11:14 NSW 7th Kevin O’Brien 1:11:15 NSW 8th Michael Ho 1:11:20 NSW 9th Kyle MacDonald 1:11:24 NSW
10th Chris O'Neill 1:11:49 WA
Half Marathon Top 10 Females
Place First Name Surname Net Time State
1st Lisa Weightman 1:12:07 VIC 2nd Tarli Bird 1:16:52 VIC 3rd Danielle Allen 1:18:59 NSW 4th Emily Donker 1:19:08 QLD 5th Kirsten Molloy 1:19:49 NSW 6th Tennille Ellis 1:20:14 QLD 7th Victoria Beck 1:20:54 QLD 8th Fiona Yates 1:21:14 NSW 9th Lucy Rogers 1:21:34 NSW
10th Rachel Glasson 1:21:44 NSW
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Half Marathon Finish Times
SMH Half Marathon I Sunday, May 15 2016
03 Charity
Sydney Morning Herald Half Marathon 2016 raised $ 795,111 and supported 183 nationwide charities. The five gold charities involved with the event included beyondblue, Heart Foundation, Stillbirth Foundation, The Australian Rhino Project, The Shepherd Centre, 25 national and local charities were listed within the registration system.
SMH Half Marathon I Sunday, May 15 2016
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Charity
beyondblue and The Australian Rhino Project purchased marquees in the finish area.
Two charities took part in the Half Marathon Expo – beyondblue and Running for Premature Babies.
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Charity
Founders of Running for Premature Babies Ash and Sophie Smith take part in the Half Marathon every year, this is them running last year’s event. Sadly Ash lost his battle with brain cancer and passed away in February 2016. Running for Premature Babies celebrated 10 years of being active, to mark this milestone they set the target of trying to get 500 runners signed up to their team. The group collectively raised over $330k and crowned the top fundraising team. Sophie was also the top individual fundraiser
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Hydralyte Sports - Print
Publication: Sydney Morning Herald Readership: 703,000 Publication date: Mar 19 Sarah Klein Hydration tips content included in the event guide Added value
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Hydralyte Sports – Digital
Web banner: 17 Mar – 1 May Clicks: 20
Logo footer on website pages Clicks: 217
Logo on partners page of website Clicks: 59
Sarah Klein Training Tips Training tab of event website Clicks: 1265 Added value
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Hydralyte Sports – Digital
Training eDM – 8 weeks to go Sent: Mar 20 7718 recipients 845 article clicks (17%) Added value
4 weeks to go eDM Sent: Apr 17 9310 recipients 80 article clicks (6%)
Ultimate Prize Pack eDM (Sport Database) Sent: Apr 01 238,177 recipients 771 clicks (18%) Added value
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Rebel - Print
Publication: Sydney Morning Herald Readership: 703,000 Publication date: Mar 12
Image outside expo
Image of merchandise wall
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Rebel - Digital
Merchandise Banner Training eDM – 8 weeks to go Sent: Mar 20 7718 recipients 242 article clicks (5%) Ultimate Prize Pack eDM (Sport Database) Sent: Apr 01 238,177 recipients 175 clicks (4%)
1 Week to Go eDM Sent: May 01 11,346 recipients 34 Clicks
Web banner: 3 Apr – 17 Apr Clicks: 17
4 Weeks to Go eDM Sent: Apr 17 9310 recipients 50 article clicks (4%)
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Rebel - Digital
Results eDM: Clicks:
Runners pack eDM: Clicks:
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Virgin Active - Digital
Web banner: 3 Apr – 17 Apr Clicks: 18
Training eDM – 8 weeks to go Sent: Mar 20 7718 recipients 937 article clicks (19%) Added value
4 weeks to go eDM Sent: Apr 17 9310 recipients 825 article clicks (62%) Added value
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Virgin Active – Digital
Ultimate Prize Pack eDM (Sport Database) Sent: Apr 01 238,177 recipients 771 clicks (18%) Added value
Training Banner eDM (Sport Database) Sent: Apr 01 238,177 recipients 461 clicks (11%) Added value
Virgin Active Training plan webpage Page Views: 1248 Added Value
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Virgin Active – Training
Training runs Social Page 12,599 likes
Harriers eDM Sent: 2 Mar Added Value
Win Flights to Rio | Earlybird Entries Closing Sent: 1 Mar Added Value
Earlybird ends tomorrow: Send: 7 Mar Added Value
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SKINS – Print Publication: Sydney Morning Herald Readership: 703,000 Publication date: Mar 19 Andrew Pap post-recovery tips content included in the event guide Added value
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SKINS – Digital
Training eDM – 8 weeks to go Sent: Mar 20 7718 recipients Clicks: 345 article clicks (7%) Added value
News Tile on website homepage Clicks: 3083 Added value
Logo inclusion in website footer Clicks: 212
Logo inclusion on partners page Clicks: 64
Web banner 17 Apr – 1 May Clicks: 17
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SKINS – Digital Ultimate Prize Pack eDM (Sport Database) Sent: Apr 01 238,177 recipients 771 clicks (18%) Added Value
1 Week to Go eDM Sent: May 8 11,346 recipients Clicks: 85
Image from expo
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SKINS – Digital
SKINS recovery tips – training tab Page views: 3083 Added value
Tips by Alexa Towersey – training tab Page views: 2054 Added value
Tanya Poppet – training tab Page views: 2173 Added value
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Zespri Kiwi - Print Publication: Sydney Morning Herald Readership: 703,000 Publication date: Mar 19 Zespri logo included in printed partner logo string Inclusion of Zespri smoothie recipe Added value
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Zespri Kiwi - Digital
Logo on footer of event website Clicks: 189 Added Benefit
Logo on partners page of event website Clicks: 49
Sponsor Web Banner Duration: 1 May – 15 May Clicks: 24
Expo eDM Sent: Mar 20 7718 recipients 345 article clicks (7%)
Nutritional Tips featured on the website Page Views: 80 Added Benefit
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Zespri Kiwi - Digital Important Info eDM – 1 week to go Zespri inclusion in Runners Guide 11 346 recipients Clicks: 22, 078 downloaded runners guide Zespri logo included on sponsor page of runners guide
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Zespri Kiwi – Signage
Signage and branding opportunities via wing banners, corflute, medal gates, fruit activation and social media frame
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Zespri Kiwi – Signage
Involvement at the expo with fruit sampling and Zespri mascot on event day added more visibility to the brand. Added value was received through logo inclusion on the media wall & medal gates.
SMH Half Marathon I Sunday, May 15 2016
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SEIKO - Print
Publication: Sydney Morning Herald Readership: 703, 000 Publication date: Mar 5
Image of the finish chute
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SEIKO - Digital
Web banner 20 Mar – 3 Apr Clicks: 15
Logo on partners page Clicks: 54
Branding image of the finish clock
1 Week to Go eDM Sent: May 8 11,346 recipients Clicks: 57
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TomTom - Print
Publication: Sydney Morning Herald Readership: 703,000 Publication date: May 7 TomTom received a quarter page countdown advertisement as added value in the Sydney Morning Herald Added value
Image from event day and expo
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TomTom – Digital
4 weeks to go eDM Sent: Apr 17 9310 recipients 157 article clicks (12%)
Web banner 17 Apr – 15 May Clicks: 29
Logo on partners page Clicks: 31
Logo on website footer Clicks: 54
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TomTom – Digital
Relay eDM Added Value
Additional branding opportunity with signage on the medal gates
1 Week to Go eDM Sent: May 8 11,346 recipients Clicks: 114
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TomTom – Training Runs TomTom and Virgin Active teamed up to integrate the TomTom watch into the SMH Half Marathon training runs. Participants were shown a demonstration of the watch features by the Virgin Active trainers as well as the chance to win one of 4 watches during the second last week of training Details of the watch giveaway was posted on the event website and training run facebook page. Virgin Active also posted the giveaway on the VA Australia facebook page 22, 154 Likes
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GU – Print Publication: Sydney Morning Herald Readership: 703,000 Publication date: Mar 19 Andrew Lloyd nutritional tips included in the event guide Added value
Image from the expo
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GU – Digital
Training tips – Training tab Page views: 200 Added value
Training eDM – 8 weeks to go Sent: Mar 20 7718 recipients 1019 article clicks (20%) Added value
Logo on partners page Clicks: 54
Web banner 1 May – 15 May Clicks: 12
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ORIX - Digital
4 weeks to go eDM Sent: Apr 17 9310 recipients 19 article clicks (1%)
Logo on partners page Clicks: 31
Web banner 20 Mar – 3 Apr Clicks: 14
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ORIX - Digital
Ultimate Prize Pack eDM (Sport Database) Sent: Apr 01 238,177 recipients 771 clicks (18%) Added value
SMH Half Marathon I Sunday, May 15 2016
05 Expo The event Expo for The Sydney Morning Herald Half Marathon 2016 returned to Lower Town Hall for the fifth year in a row. Forming a major part of the event weekend, the Expo gave participants the opportunity to ask any burning questions they might have, interact with the event, and purchase merchandise and items. Admission to the Expo was free for the general public and all entrants had to attend to pick up their race pack. Location: Lower Town Hall, Druitt Street, Sydney, NSW 2000 Attendance: 11, 000 participants
SYDNEY 2016 13th-14th MAY
SMH Half Marathon I Sunday, May 15 2016
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Layout and Details
Trading Hours: Friday, May 13 - 8am until 7pm
Saturday, May 14 - 9am until 5pm
Bump In: Thursday, May 12
Expo Stands:
All stands included walls, lighting (2x spotlights), power (1x10apm) and signage.
Cost:
Prices started at $2,250+GST for a 3x3m stand
SMH Half Marathon I Sunday, May 15 2016
06 Marketing
Campaign
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Strategy
The 2016 marketing strategy focused primarily on driving entries to The Sydney Morning Herald Half Marathon
while also building awareness of the relay over a 14 week campaign. Specific messaging
targeted the different key audiences to encourage people to set themselves a new challenge.
Based on insights from 2015 a number of new propositions were developed to communicate as
key messages throughout the campaign:
• New ticket model & pricing structure implemented
• Additional value ads such as training run clubs, technical race info & plans
• Content focused communication using a large library of video & images from the 2015 events
• New website developed that improves the customer experience from registration right through to race day , www.smhhalfmarathon.com.au
Objectives
• Drive entries to the SMH Half Marathon and maintain recognition as the most prestigious Half Marathon in Australia. Target 13,000 (capacity)
• Raise awareness of the Relay component as a growth area
• Increase consumer satisfaction and year on year customer retention
• Drive charity donations to support the community. Fundraising target: $1 million
Audience
• Half Marathon – 57% male V 43% female
• Relay – 33% male V 67% female
• 80% of runners come from Sydney
• Top 3 industries: Financial Services, Health & Medical & IT
• Largest age group: 20-49
• Most popular demographic is: Male, 24-44 years old, University educated, Earning a household income of over $160k
Target Market
CHALLENGERS
Sport lovers and members of run, fitness & sports clubs that like to achieve a goal.
WEEKEND WARRIORS
Active minded, healthy lifestyle lovers that are looking for a fun, community experience.
FUNDRAISERS
Individuals looking for a platform to raise money for a chosen cause or charity.
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Communications Plan
14 WEEKS OUT
Early Bird entries
Feb 9 – Mar 8
10 WEEKS OUT
Standard entries
Mar 9 – Apr 26
2WEEKS OUT
Late entries Mar Apr
27 – May 14
EVENT DAY
May 15 POST EVENT
● Advertising across
Fairfax print and digital
Networks
● eDMs & text messages
to past
Participants
● Social Media content
● Social Media & digital
paid advertising
● Fairfax regional
Networks
● Editorial & PR
● Large scale print
campaign in The
Sydney Morning Herald
● Outdoor advertising
● Media partner
Promotions
● Partner database
Integration
● Ambassador
Integration
● Increased PR
Pitching process
● Images
● Videos
● Social media
Activations
● News VNR
● PR
● Wrap up in
related
Fairfax & event
Channels
● Participant
survey
PRINT DIGITAL SOCIAL EDMS & TEXT MESSAGES
The Sydney Morning
Herald
The Sun-Herald
The Age
Australian Financial
Review
FFX regional papers
Smh.com,.au
Fairfax sports events
SMH Half Marathon
Facebook, Instagram &
Youtube
SMH Facebook
Programmatic re-targetting
Past Participants from ACT,
NSW & VIC events
OUTDOOR MEDIA PARTNERS PARTNERS & NETWORKS PR
NSW Newsagencies
A3 posters
A6 flyers
Resident letter box drops
NOVA 96.9
Juice Daily
R4YL magazine
Run With Sole podcast
Fairfax Events – Sports, Food,
Arts, Baby & Business
SMH & AGE subscribers
Fairfax newsletters
Sydney Striders
Running Hero's
Warratah’s
AIS
Sports clubs & training groups
Sponsors
Expo stands
Charities
Media opportunities
Press releases
Ambassadors
Competitions
What’s on listings
Marketing channels
Campaign Schedule
SMH Half Marathon I Sunday, May 15 2016
Campaign Results
PLATFORM REACH VALUE
PRESS 1,924,000 $742,00.779
PR 3,306,357 $1,477,097
DIGITAL 4,879,000
SOCIAL 966,607 $6,945.97
EDMS & TEXT MESSAGES 255,000
WEBSITE 70,613
PARTNERS 1,200,000
MEDIA PARTNERS 990,000 $65,000
TOTAL 12,554,357 $1,549,043
Highlights
MEDIA/PR SOCIAL EVENTS
34 pieces of generated media coverage across metro & regional print, lifestyle publications, online, TV, & radio using Australian running talent, elite entrants, charity entrants and interesting race participants. Print: 14 pieces. Reach 1,457,557. Value $1,213,679. TV: 10 segments. Reach 1,115,000. Value $109,048. Radio: 8 interviews. Reach of 733,200. Value $155,379. Event ambassador: Eloise Wellings, Olympian & 2015 winner secured coverage across ABC Grandstand, Fox Sports News & SMH.
Growth of 1,930 Facebook Fans (15% growth across campaign) Growth of 319 Instagram followers (36% growth across campaign) 140,760+ reached on Facebook over Event weekend
12,293 total entrants, with 512 relay teams. Relay numbers increased by 25% from 2015.
SMH Half Marathon I Sunday, May 15 2016
The Official VIP Breakfast was held as the official “thank you” to all sponsors, stakeholders, elite athletes and local media for supporting the event during its annual campaign. The party was held on the event day and ran from 6:30am -11:00am, catering for approximately 100 people.
•
• The breakfast was held in the Event Village and guests were provided with a selection of breakfast and brunch items provided by JuJu Catering, with fresh protein muffins, fruit platters, yogurts and mini bagels available.
• Our sponsor Zesphri also provided plenty of golden kiwi fruits and goodie bags for our VIP marquee.
• Columbian Coffee Connection again joined us as our Coffee sponsor, and we look forward to having them on again in 2017.
The Meadowbank TAFE Therapeutic Massage team was onsite offering free massages for all our guests.
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Official VIP Breakfast
Invite
SMH Half Marathon I Sunday, May 15 2016
Corporate Program
The Corporate Program was redesigned this year to simplify the registration process for Team Managers. The new Corporate Program offered Corporate Team Managers two levels of registration support, as well as various other benefits (as list above).
Team Packages were also available for purchase for Teams looking to relax and unwind after the event in the Event Village.
Basic Team Registration Package: 3
Premium Team Registration Package: 1
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Corporate Program