3 Ingredients to a Successful Event

Numerica Credit Union had the pleasure of sponsoring The Happy Girls Run in Spokane, WA September 2016. With the beautiful terrain of the Centennial Trail and Riverside State Park, Spokane was a great Pacific Northwest city to bring this event to. Numerica was the primary sponsor for the event and wanted to give those running the half marathon, 10k, or 5k three things…. Bacon, beer, and photos. Who wouldn’t run a 5k, 10k, or half marathon for those?

The 2016 race was the third annual Happy Girls Run in Spokane and proved to be another success in the Lilac City. The runners had the option to run either a 5k, 10k, or half marathon. Happy Girls Run has the hope of inspiring individuals of all fitness levels to complete the race, and finish it together. Numerica’s sponsored event was more than just a race; they aimed to create fun pre and post race celebrations, including, food, beer, cocktails, shopping, etc. Thanks to the generosity of the many local sponsors, all runners received fun take home photos, beer, bacon, and gift bags.

Step 1: Beer Numerica also wanted to provide beer for the racers as well. Through the sponsorship of local breweries such as River City Brewing, 10 Barrel Brewing Co., and Atlas Cider Co., they were able to provide beer for all those in attendance. The presence of beer obviously created a social and fun environment for the racers after the race. Many of the local breweries and sponsors were there to take part in the post race celebrations and festivities.

Step 2: Bacon What’s a Saturday morning without bacon? Another thing that Numerica wanted to provide to the participants was delicious bacon. Beer and bacon after a race, what could be better? Another fun and delicious way Numerica made this race memorable for the racers and participants. Racers enjoyed bacon, along with many other delicious food options thanks to the many sponsors and vendors at the race.

Step 3: Photos Numerica provided the photos for the racers through Photoboxx. The runners could post their photos to Instagram or Twitter using the hashtag #happygirlsrun and they would receive free prints of their posted pictures. This provided runners with a memorable take home, and created a lot of buzz for the event and the event sponsors on various social media platforms. There were 415 posts to Instagram and Twitter reaching over 65,000 individuals. There were 1,045 racers in 2016, so approximately 40% of racers engaged through social media. Through Photoboxx, the hashtag created exceptional buzz for the event, and the best part, content was created by the runners.

The Happy Girls Run is a two day event with the packet pick up and girls night out, followed by the race the following day. This provided runners the opportunity to mingle with others runners, connect, and enjoy time together. Happy Girls Run had many opportunities for individuals to volunteer and support the runners. For example, volunteers could choose to run alongside the runners as happy pacers, while motivating and encouraging the women racing. If running was not what you had in mind in terms of volunteering, there were many options for individuals and businesses to get involved in this great event.

The race proceeds were going to a local non- profit, Statement. Statement has the primary goal of preventing dating abuse, while teaching leadership and character development among today’s youth and young adults. Not only did racers generate marketing for the sponsors and the event, but they brought awareness to a cause, and organization.

The Happy Girls Run was a great event thanks to the many generous local sponsors, volunteers, and of course, the runners themselves. Beer, bacon, and photos, and the people will come and run.

BeautyKind College Tour

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Incentives have the ability to significantly increase engagement at your event. BeautyKind did just that during their fall 2016 college tour. BeautyKind was able to strategically connect with their target demographic and significantly increase their engagement on social media throughout this campaign.

BeautyKind is an online makeup retailer; they donate 5% of their sales to a charity of the buyer’s choice. BeautyKind positioned themselves to be successful in this market of young women. Research has shown that individuals, millennials especially, like to support brands who gives back and embody the idea of corporate social responsible. In addition, giving the buyer the choice of where the money is going gives the buyer a sense of autonomy and a feeling of goodwill. In hopes of targeting their products specifically to college- aged women, they decided to begin a campaign visiting 12 colleges.

BeautyKind was positioned favorably, by targeting this demographic, especially in terms of incentivizing those individuals willing to engage.  College kids generally have a great deal of school pride and spirit, especially during football season, when the BeautyKind college tour took place.  College kids also love the word free and any giveaways they can be apart of.  

BeuatyKind’s college tour simple asked young women to post and hashtag their photos #BeautyKind.  Upon doing this, the attendees could collect their photo from the Photoboxx, show to a volunteer, and attendees would then receive a complimentary S’well water bottle with their school logo.  In addition to the complimentary S’well bottles, individuals were also given a $25 giftcard for BeautyKind.  This was a chance for many of the college- aged women to try any BeautyKind product with little or no risk.   BeautyKind found the perfect incentive for their target market, and was able to introduce their brand to those unaware. BeautyKind visited 12 college campuses, and was able to create lasting brand awareness.

There was an impressive turnout at each of the schools on the college tour.  However, some schools were much more responsive to the incentives that BeautyKind was offering.  The schools with the most engagement were University of Southern California with 1,561 posts, reaching 1,064,302 individuals, followed by University of North Carolina with 1,387 posts reaching 842,683.  Overall, the posts with the hashtag reached over 5.6 million individuals.  

Those attending the BeautyKind events on campus could hashtag and post their photos to either Instagram or Twitter.  Instagram proved to be the platform of choice, which is consistent with the targeted demographic trends.  A recent study shows that Twitter’s content is 52% sports related, 38% news and politics, leaving only 10% for entertainment; therefore, Twitter can be seen as a less personal platform than Instagram.  It is a great to have many social media platforms available for your attendees to post to, however, it’s important to be aware of your target market’s usage and trends.

Overall the BeautyKind college tour was a success when looking at the overall reach, hashtag growth, and the positive responses from those engaging on social media.  The presence of Photoboxx proved to be the perfect gateway to incentivize attendees and provide a fun take home, the school logo S’well bottles.  The engagement by all lead to positive user generated marketing for the brand.  Furthermore, BeautyKind was able to create a personal experience for the attendees, and provide a take home in the form of the S’well water bottle, in addition to a copy of the photo and gift card.