REPORT, ANALYSIS AND RECOMMENDATIONS

Background

1983 The Eltham Fun Run was born

1983 – 2013 The Eltham Fun Run ran during the month of November (in line with Eltham Rotary Festival)

2014 – 2015 The Eltham Fun Run ran during the month of March

2016 The Eltham Fun Run ran during the month of February The Eltham Fun Run Swim Spin was born

HISTORY OF THE ELTHAM FUN RUN

WHY THE ELTHAM FUN RUN SWIM SPIN IN 2016?

CONSOLIDATE LIMITED RESOURCES

RAISE MORE FUNDS OFFER AN EVENT THAT

WOULD REACH MORE PARTICIPANTS

Objectives vs Actual Objectives Objective

achieved Actual

To raise $20,000 for the Open Doors Initiative

Yes $25,198.10 was raised for the Open Doors Initiative

ELC member retention and acquisition

Yes 3,600 members retained at the ELC with new members signing up from the Fun Run

Community partner/ sponsorship engagement

Yes Major sponsors:• M & M Print Works • Athlete’s Foot GreensboroughNew sponsors: • Bendigo Bank • Back in Motion Physiotherapy • 15+ local businesses

Showcase the ELC to the community

Yes

Key Highlights

Key Highlights FUN RUN

9.00am start

Bag drop and storage service

535 participants (approx. 185 down from

2015)

85 t-shirts and singlets sold. $1700 was raised

$1128.45 was raised

on Every Day Hero

platform

Key Highlights

Key Highlights SPINATHON

11.30 start 2 hour event

More than 50% of bikes

sold

$800 raised (short a

potential $500)

High- quality cycle studio

and cycle instructors

Key Highlights

Key Highlights SWIMATHON

12- 2pm 2 hours

High engagement

with all registered swimming students

11 participants

$1825.55 was raised collectively

from the Murray River

initiative

Snap shot of marketing/ promotion/ advertising TRACY MORRISON

JACK SWIFT

THE LEADER NEWSPAPER

T-SHIRT SALES

MP JENNY MACKLIN LOCAL MP VICKI WARD

POSTS FROM SUPPORTERS

PROMO VIDEOS

Community Engagement

Key Highlights

180 volunteers on

event day

Strategic links with

tertiary and training

institutions

25 sports and athletics clubs

were approached

65 allied health professionals – free publicity

secured within clinic and more

than $500 raised

60 local primary and secondary

schools approached

$4000+ in goods in kind was donated

Observations vs RecommendationsObservations Recommendations3 events in 1 is complex and hard to communicate • The Fun Run, Swimathon and Spinathon to be

held as separate events • Spinathon scheduled twice a year

Registration process is confusing • Possibility of a Micro website (or app!)• Explore our registration services

Month of the event • Run the event mid to late March

Every Day platform is not being utilised to maximum potential

• Encourage our most passionate supporters, staff and volunteers to use the Every Day Hero platform

• Consult with Every day Hero to improve ease of use

Reduction in Fun Run participants • No penalty fee for late registration• Ensure there is a robust and accessible online

registration system to avoid “drop outs”High volume of volunteers, sponsors and supporters

• Provide engagement opportunities and events for our major sponsors throughout the year

DIGITAL ANALYSIS

Campaign Results 2015 Vs 2016 at a Glance

Mar 2015 Results 2015 Unique Figures 2016 Unique Figures

Eltham Fun Run Page Views 3,900 visits 2,485 visits

Everyday Hero registrations 5 People 10 people

Online Registrations 645 (720 total) 446 (546 total)

Funds Raised $19,369.67 $25,198.10

Social Media Ave Reach 595 reach per post 2,900 reach

How do we increase Everyday Hero fundraising?

Becoming an Everyday Hero

• Is this a well known brand?• Should we be more specific by

encouraging users to create a Fundraising Page?

Do you know what Everydaty hero is?0123456789

8

Survey

YesNo

Create a fundraising page linked to the participants success

The current registration process?

Discovery

• In Centre• Facebook• Website• WOM• Newsletter• Advertising

Registration Process

• Website for info

• Registration through Register Now

• Fundraising through EH

Users options

• Choose to become an EH

• Different registration process

• Choose to donate

Maintenance

• Follow up edm to participants

How do we maximise reach & simplify the process?

Discovery

• In Centre• Facebook• Website• WOM• Newsletter• Advertising• PR

Registration Process

• One destination for all processes

• Or simplifying the process

Users options

• User is registered and given a fundraising page to share with their friends

Maintenance

• Follow up edm to participants

• Taking them on the fundraising journey

• Add the goal target

A one stop destination that Is user friendly but also allows us to generate organic reach

Website Review

2015

2016

Website Statistics2015 (March)

2016 (Feb)

Day of event – 1,875March 9Highest traffic day – 1,233

Day of event – 2,115Feb 1st Highest traffic day – 1,500

People were a lot more engaged on the Website on the day of the event then they were the previous year.

Google Insights

Slight dip in January

Users are not in the right mind frame to think about Fun Runs and Marathons in January which is where we started our campaign.

Eltham Jazz festival takes over

Eltham Jazz festival is hugely popular

Learnings and InsightsUsers are not in the right mind frame for Fun Runs and Marathons in January

We should market the event a lot earlier if we keep the

event on the same date

Users are searching for the Eltham Jazz festival

Is there potential to move the date?

The average time spent in 2015 on the site was higher

then 2016

Was the 3 options & the 3 different registration processes

complicated. Too much info on the site?

People were a lot more engaged on the Website on the day of the event then

they were the previous year.

People went to the website to see their results. Can we amplify this further by implementing sharing capabilities to drive incremental reach

Everyday Hero is not a well known fundraising brand

Consider creating a fundraising page not

branded with EH

Facebook Page statistics2015 (March)

2016 (Feb)

26th Feb – 4,714

15th Mar – 689

There was a significant lift in reach in social media compared to last year due to paid media and frequency of content

Facebook Page likes over campaign period - ELC

Since the campaign started, an additional 248 likes were generated to the Eltham Facebook Page. This is a great result! The more fans, the more ambassadors we have!

Important to keep them engaged!

Age demographic of FB Page

Majority of our audience on Facebook are between the ages of 25 and 44, mostly female.

Social media learningsFacebook generated huge reach and engagement in 2016 Vs 2015 by implementing content strategy and paid media

This worked really well and we should continue with this in 2017 to help build awareness cost efficiently

Whilst reach was high, overall conversions were lower then last year

Is there a way we could look at a more simplified registration process for 2017 online that expands into social?

Putting the Photos from the event on Facebook helped generate additional reach, likes and comments

Great platform for sharing this content allowing participants to tag and share with friends their proud moment of crossing the finish line

Video content and funny internet images generated huge organic results

Implement more of this in the content for 2017

Highest reaching paid post

Over 20,000 people were reached from this post with 40 shares and 536 clicks

Highest Reaching organic post

LAST YEARS BEST PERFORMING POST - 2015

My thoughts• Content on the Fun Run Page was long and extensive. Because of the complex registration

process including Everyday Hero, the long content was nessasary however if we change the • Longer lead times to raise awareness of the event – Potentially seeding content 3-4 months

earlier rather then cramming into 1-2 months• Getting the media/ press involved a lot earlier – Sending PR releases • A more simplified approach to the registration process to help increase registrations and

awareness. i.e. Automatically sending users to the Everyday Hero page rather then give them an option. Fundraising pages help increase organic reach – Steptember has a great way of doing this

• The Eltham Music and Wine festival was on exactly the same day which attributed to numbers being down

• Maybe keeping the event a lot more simple. The event has always been the Fun Run for 32 years and is well known. Changing it to Fun Run Swim Spin might have complicated it.

• Getting staff to take up the Every day hero option. If we live and breathe it so will others• Fundraising wasn’t able to give people instant gratification as to where funds were going.• How can we see fundraising results throughout the campaign that we can share with

participants? Give back instant gratification.• Could we create more content demonstrating what the funds actually do?

FOOD FOR THOUGHT: INSTAGRAM

• 5,000,000 Monthly Active Australian Users

• Instagram has seen 32% growth in Australia over the past 12 months, now serving 5 million monthly Australian users

• Can link photos from Instagram images to Facebook

• Use Hashtags in our marketing communications

• Increase organic reach

INSTAGRAM IS ALREADY HAPPENING ORGANICALLY FOR ELTHAM

Incorporate this into our marketing communications

HOW WE COULD USE INSTAGRAM?

• #ElthamLeisureCentre Instagram page• Applying Hashtag for

#ElthamLeisureCentre on marketing communications

GenericGrow & Communicate to a Passionate Community

• Creating a Hashtag for #ElthamFunRun or #ElthamFunRunSwimSpin

• Encouraging users to use and search #

Specific A place for consumers to access content

• Add Trending Hashtags to expand to a wider audience such as #Fundraising or #Fundraiser

Trending A place to Discover new content by a wider community