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Campaign that raises awareness of the parkrun UK project and helps increase funding ten-fold
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Sharon Ferdinands
Suheyla Urfalioglu
Salem Hamad
Cynthia Lin
Coralie Desou9er
COMMUNICATION PLAN
Brief
• Community project which offers weekly, 5km, Cmed free runs, open to all ages and abiliCes
• Sponsored by adidas, GSK Lucozade, The London Marathon and Sweatshop
• Campaign that raises awareness of the parkrun UK project à to help increase funding ten-‐fold à allowing for fi4y new events in new locaCons to be launched over the next year
• Wants to inspire and encourage more young people and others to get into compeCCve sport and challenge themselves.
Brief
Parkrun
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I. ANALYSIS
• Every Saturday at 9 am, 52 weeks a year • At over 100 locaCons around the world
Parkrun
• Free, Cmed, 5 km Parkruns • voluntary not-‐for-‐profit organisaCon
• Seven full-‐Cme paid members of staff • 2011: 11,000 volunteered 50,000 Cmes
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Brief
Parkrun
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Objec=v
es
Targets
• Community • Sponsors • Website
• Social Network • Lack of branding • Weak communicaCon
Parkrun community
“parkrun in a box"
Runners’ moCvaCons: • To lose weight • Improve their speed • Meet people
Involvement
“I wanted to meet local people, so I came” Peter, 30.
“It’s not just prac4ce your own run it’s also to communicate with people who run with you, and they encourage you. “
Eric, 47 – Emmy, 44 – Ian 7.
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Parkrun
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Publics
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Parkrun
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• Very saCsfied • AmelioraCon: separate runners
• What is their role? • Not enough visible
• Very good • Lack of knowledge
High compeCCon
• Event leaders: Nike select, university instructor • Time of the event: 6:30 on Thursday • LocaCon: Outside Leeds Met Library • Distance: 5k • Main runners: Students from Leeds Met and Leeds (women only) • CommunicaCon: Facebook groups, freshers fair
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Brief
Parkrun
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• Run Leeds @ Club • Event leaders: UK AthleCcs coaches
• Three main groups around Leeds: – Sue Ryder Striders: Beginner level, Monday 6pm) – Run Leeds Students: Beginner level, Wednesdays at 6pm – Run Leeds Students: Beginner level, Mondays at 6pm
• CommunicaCon: website of Run Leeds and Run England
• Focusing on specific targets • Well communicaCon to the targets
• Leading by expert coaches • Huge funds
Similar campaigns
World Team
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Brief
Parkrun
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Nike Cardiff Run Club Saucony
Improvement
Challenge
Trends
Coach Charity running Brands running clubs
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Brief
Parkrun
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Leeds: student city
200,000 students
UniversiCes à 7300 internaConal students
Woodhouse Moor: second most popular urban park in Leeds
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Brief
Parkrun
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Interna=onal events Na=onal events
InternaConal students
InternaConal students
“If I am elected, I would focus on providing more opportuni4es for integra4on to the local communi4es and also more trips and ac4vi4es for interna4onal students.”
72% stay 1 year
64% plan to go back to their country
60% want more acCviCes
84% are not a part of a sport club
68% love running
52% run alone
76% Have never heard about parkrun
What they told us
DiagnosCc
OPPORTUNITY THREATS
WEAKNESSES STRENGHS
• Coopera=on with local sports clubs • Relevant sponsors • Free events • Good volunteers • Good website • Close to its community
• Weak communica=on • Only one group of runners • Volunteers: lack of informa=on • Not enough sponsors
• Leeds: interna=onal students city • RelaConship with universiCes • Trend: coach • Sports events
• Weather • High compe==on
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Brief
Parkrun
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ProblemaCc
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Parkrun
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How to make Parkrun globally renowned and reach the zenith of fame while handling increasing compeCCon?
II. STRATEGY
Issues Issues
Target
Concep
t
Run for T
reasure
Commun
ica=
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Run for cou
ntrie
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Publics
Timetab
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• Lack of sponsors • Lack of brand awareness • Weak communica=on • Need for more young people to
get involved
“I wanted to meet local people, so I came” Peter, 30.
• Community
“parkrun in a box"
Involvement
Evalua
=on
Budget
Current Runners
Students
Sponsors
Our publics
To keep them involve
To integrate them with “Parkrun, Leeds”
To keep the current sponsors and find new sponsors
Issues
Target
Concep
t
Run for T
reasure
Commun
ica=
on
Publics
Timetab
le
Evalua
=on
Budget
Run for cou
ntrie
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Our target
UniversiCes à 7300 internaConal students
• To make parkrun a trend for internaConal student.
• Making Parkrun a plalorm for integraCon of various cultures and trends.
• To shape a younger dynamic image for Parkrun.
Issues
Target
Concep
t
Run for T
reasure
Commun
icaC
on
Publics
Timetable
EvaluaCo
n
Budget
Run for cou
ntrie
s
Campaign message: exploraCon
Its not just about challenging the person running by your side....
Exploring Leeds, exploring the runners within.... Exploring different cultures, exploring yourself!!
How we do it?
Run For Treasure 1 Run For Countries 2
Issues
Target
Concep
t
Run for T
reasure
Commun
ica=
on
Publics
Timetab
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Run for cou
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1-‐ Run for treasure
10 teams of 6 members InternaConal Themes
• Brand Experience • High visibility • Local Sponsors
Treasure Hunt
Final Point
1
3
2
Best Hunters
Costume Party King and Queen
Flash Hunters
• 5km run
• Party
• Package:
Sponsoring Issues
Target
Concep
t
Run for T
reasure
Commun
ica=
on
Publics
Timetab
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=on
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Run for cou
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• In return:
Visibility on Parkrun website and social networks
Stands in the park New potenCal consumers
SCckers on shop window Fundings/product providing Flyers
OrganizaCon CommunicaCon campaign
CommunicaCon
• Ask for authorizaCon • Brief volunteers • NegoCaCon with shopkeepers • Write the clues • Contact journalists
Issues
Target
Concep
t
Run for T
reasure
Commun
ica=
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Publics
Timetab
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Evalua
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Budget
• Film • Posters in uni • Volunteers wearing QR code t-‐shirts • Create website page on parkrun's website • Train staCon • Facebook/Twi9er
Run for cou
ntrie
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2-‐ Run For Countries
• NaConal events • NaConal causes Ø To keep a9racCng InternaConal
students
Ø While retaining the current runners.
JUN JUL AUG SEP OCT NOV DEC JAN
Programme
ImplementaCon
MeeCng:
Event organizaCon
Media select and ranking
Core story and
messages
Approval for each locaCon
Arrange sponsors
Making needed items
Social network
InviCng journalists
ParCcipants organizing
Ordering /renCng
ContacCng
Run For Treasure
Evening party
CollecCng feedback
Upload/ update media
Review MeeCng for event “Run For Treasure”
Review meeCng for “Run For Countries”
First evaluaCon
MeeCng :
Organizing event for second semester
School dates Summer VacaCon Semester Starts
Christmas Break
Run For Countries
Berlin Wall opening
Germany
Winter solsCce
China
Timetable Issues
Target
Concep
t
Run for T
reasure
Commun
ica=
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Publics
Timetab
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Evalua
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Budget
Run for cou
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QUANTITATIVE ANALYSIS: • Number of runners • Number of sponsors • Funding • Number of fans and followers • Survey about awareness • Number of new events abroad • Web metric
QUALITATIVE: • Press arCcles • Media monitoring • Expert reviews • Content analysis • Interview of runners
EvaluaCon
