Sabrina - Event Marketing
Create an Event Website & Make Information Easy to Find
Your website is the central hub for your event. Include the most critical information—registration, schedule, maps, tech guide, and results—in easy-to-find places, and keep the information up-to-date. Add a prominent banner or call-out on your main website's homepage that links to the event-specific site and be sure to include the link on your social profiles. (It’s also a great place to include sponsor placements and shoutouts, along with information about the venue and local area!)
Develop & Distribute an Informational Tech Guide
Produce a comprehensive guide that contains all important information related to the event and the local area, including but not limited to: event staff, race information (schedule, location, maps, regulations, etc.), specific directions for venue access, parking instructions, weather protocols, and local facilities (hospital, lodging, airport, etc.). Publish the guide as a downloadable PDF on your event website and link out to it where applicable on the registration page, in rider communication, and on socials.
Have a Plan for Communicating Updates
Changes happen! From weather delays to schedule adjustments, having a multi-channel communication plan keeps riders updated and prevents your inbox from flooding with questions. Utilize your registration platform to deliver updates to riders via email in combination with an SMS text message system and/or a WhatsApp channel. Display signage at check-in that outlines how participants and spectators can opt in to receive updates, publish the opt-in information on the event website, and share it on socials.
Sabrina - Event Marketing
Create an Event Website & Make Information Easy to Find
Your website is the central hub for your event. Include the most critical information—registration, schedule, maps, tech guide, and results—in easy-to-find places, and keep the information up-to-date. Add a prominent banner or call-out on your main website's homepage that links to the event-specific site and be sure to include the link on your social profiles. (It’s also a great place to include sponsor placements and shoutouts, along with information about the venue and local area!)
Develop & Distribute an Informational Tech Guide
Produce a comprehensive guide that contains all important information related to the event and the local area, including but not limited to: event staff, race information (schedule, location, maps, regulations, etc.), specific directions for venue access, parking instructions, weather protocols, and local facilities (hospital, lodging, airport, etc.). Publish the guide as a downloadable PDF on your event website and link out to it where applicable on the registration page, in rider communication, and on socials.
Have a Plan for Communicating Updates
Changes happen! From weather delays to schedule adjustments, having a multi-channel communication plan keeps riders updated and prevents your inbox from flooding with questions. Utilize your registration platform to deliver updates to riders via email in combination with an SMS text message system and/or a WhatsApp channel. Display signage at check-in that outlines how participants and spectators can opt in to receive updates, publish the opt-in information on the event website, and share it on socials.
Katherine - Sponsorship
Create a Strong Pitch Deck Backed by Historical Data
Ground your pitch in real numbers. Use data like past attendance numbers, reach, engagement, and audience demographics. Sponsors want to see proof of performance! Lean into the data and show them why it makes sense for them to partner with you.
Think in Terms of Impressions and Speak the Brand's Language
You're usually pitching to the marketing team, so frame your value the way they evaluate any media spend. Show how your sponsorship compares to, or outperforms, what they'd get from a traditional ad campaign, and make the case in terms they already use to measure ROI.
Get Creative With Your Assets
Look beyond standard logo placement on the truss or scrim. Find nontraditional ways to weave the brand into the event itself, naming rights, unexpected touchpoints, or integrations that feel authentic to the experience. We had a ton of fun doing that with Jack Mason this year. Here's an example.
Angelina - Social Media
Create Social Media Accounts & Make Them Easy to Find
Choose a username and account name that clearly reflect your event. Keep it simple and consistent across platforms so participants, fans and media can easily find you and get the information they need.
Keep Your Accounts Active
You don’t need to post every day, but make sure your account stays active leading up to, during and after the event. Share event updates, start lists, results (most important!), and race-day action, and keep people excited for next year.
Invest in Quality Photos & Content
Professional-looking content makes a big difference. Consider having a dedicated person to social media capture or hiring your local photographer. Make sure the images you share are clear, engaging and showcase the excitement, athletes and overall experience of your event.
Tania - Email Marketing
Use an Email Sending Platform to send bulk emails
To ensure your prospecting emails land in inboxes, use a dedicated Email Service Provider (ESP) platform for sending to any lists over 30 recipients. Many platforms offer free accounts such as Brevo, Mailchimp, and Email Octopus
Include Cross-Linking to Social Accounts
Use your emails to drive prospects to follow your social media accounts. Build a custom “footer” with social logos and encourage prospects to follow you to get up-to-date information on the upcoming event.
Utilize Concise Details in Subject Line & Preheader text
Keep subject lines down to less that 9 words, and do not overuse emoji’s. Preheader copy shows in inboxes before the email is opened, so drive event registrations by including deadlines and CTA’s in preheader text. “Last Chance to Register” or “Secure your spot on the start line”
