The Great West Run, an iconic half marathon set in the heart of Exeter, sought to revitalise its brand to attract new participants and strengthen its connection with the local community. Facing increased competition from similar events and a need for digital transformation, the organisers turned to Digital Playmakers for a comprehensive marketing overhaul. Our mission was to deliver a cohesive strategy that not only refreshed the event’s identity but also amplified its online presence and participant engagement.
To meet The Great West Run’s objectives, Digital Playmakers provided a multi-faceted suite of services:
Re-brand: We developed a fresh brand identity that encapsulated the vibrant spirit of the event. This included designing a new logo, crafting detailed brand guidelines, and launching a visually engaging new website.
Social Media Management: Our team managed all social media platforms, curating compelling content to grow the event’s online community and foster engagement.
Paid Media Campaigns: We executed targeted paid campaigns across digital channels, focusing on participant registration, local awareness, and community support.
Email Marketing: A series of segmented email campaigns were implemented to nurture relationships with past participants, local businesses, and prospective runners.
Search Engine Optimisation (SEO): Comprehensive on-site and off-site SEO strategies were deployed to improve search rankings and organic traffic to the new website.
Marketing Strategy: A bespoke strategy was developed to align all marketing efforts with the event’s goals, ensuring consistency and maximised ROI.
Reporting: Regular performance reports provided clear insights into the campaign’s progress, enabling data-driven adjustments and transparency for the client.
Digital Playmakers’ partnership with The Great West Run produced outstanding results:
Increased Registrations: The refreshed brand and targeted marketing efforts led to a strong year-on-year increase in participant registrations.
Enhanced Online Presence: Social media followers grew by 25%, with a similar improvement in engagement rates, reflecting a highly active and engaged community.
Website Performance: The new website saw a huge improvement in user experience contributing to a significant reduction in bounce rates and an uplift in conversion rates.
Improved Local Reach: Targeted Paid media campaigns successfully raised local event awareness, measured through ad impressions and click-through rates.
Email Campaign Success: Open rates averaged 40%, with strong click-through rates, driving both registrations and community engagement.
SEO Impact: The event’s website ranked on the first page for key local and industry-specific search terms, boosting organic traffic.
Through our tailored approach and commitment to excellence, Digital Playmakers empowered The Great West Run to achieve its goals, solidify its position as a premier regional event, and lay the groundwork for future growth.
