cole classic 2014 event report
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Fairfax Events I Cole Classic Sunday, February 2, 2014
Event Report 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
Contents 00
3
01 Introduction 4 -8
02 Audience 9-13
03 Charity 14-17
04 Partners 18-36
05 Merchandise 37-39
06 Expo 40-42
07 Marketing Strategy 43-68
08 Website 69-73
09 Signage 74-77
10 Registration 78-82
11 Hospitality 83-85
12 Winners Results 86-90
Fairfax Events I Cole Classic Sunday, February 2, 2014
01 Sunday, February 2nd was the host to a fantastic 2014 Sydney Morning Herald Cole Classic. With a Manly finish the
heavens were smiling down upon us and the swimming Gods were watching. Water conditions were very good for
ocean swimming and all were very excited for a Manly finish. Something which event organisers hadn’t
experienced since 2010.
Neil Rogers was at it again in 2014, without his sidekick – HG Nelson, entertaining crowds from the Manly surf club
balcony . Kurt Hanson and Mike Westdorp were positioned on Manly beach, and did a fantastic job at rallying the
swimmers over the finish line. Even interviewing a few surprised swimmers as they were catching their breathes.
Once again, Manly Surf Club had water safety (identified by bright orange rash shirts) out in force. IRBs and
paddlers helped lead swimmers that strayed from the course, then provided encouragement for those struggling
along the way. General manager, Marc Manion said “this is the best Cole Classic I’ve been involved with, and I’ve
been around them for 10+ years. The swimmers and the public really enjoyed the Manly finish and the crowd
support as they ran up the beach”.
The 1km swimmers were sent off first at 8.00am, followed by the 2km at 10:30am. Event organisers were able to
shorten the length of the day with the last wave being 45mins earlier than in 2013.This was well received by
swimmers , water safety and event organisers.
Overall, the event was a huge success, received notably positive feedback from participants and other stake
holders and we look forward to another successful 2015 Manly finish!
4
Introduction &
Thanks
Fairfax Events I Cole Classic Sunday, February 2, 2014
“Just want to congratulate you on
the excellent way you conduct
your events, the efficiency with
getting results is wonderful and
keeps competitors like me very
happy”
RJ Thomas, 3rd February 2014, via email
Fairfax Events I Cole Classic Sunday, February 2, 2014
The Course
1KM and 2KM
Fairfax Events I Cole Classic Sunday, February 2, 2014
The Course 9KM
7
Fairfax Events I Cole Classic Sunday, February 2, 2014
8
Fairfax Events I Cole Classic Sunday, February 2, 2014
9
02 Our Audience
1km Entrants. Starter, Finisher
Comparison
Total Entrants 1956
Total Female Entrants 922
Total Male Entrants 1034
Total Starters 1773
Total Finishers 1705
Female Finishers 809
Male Finishers 896
2km Entrants. Starter, Finisher
Comparison
Total Entrants 1670
Total Female Entrants 561
Total Male Entrants 1109
Total Starters 1669
Total Finishers 1460
Female Finishers 460
Male Finishers 970
9km Entrants. Starter, Finisher
Comparison
Total Entrants 31
Total Female Entrants 8
Total Male Entrants 23
Total Starters 31
Total Finishers 29
Female Finishers 8
Male Finishers 21
Total: 3657 Entrants
Fairfax Events I Cole Classic Sunday, February 2, 2014
Gender Demographics
Male 59%
Female 41%
Total
Male 53%
Female 47%
1km Challenge
Male 66%
Female 34%
2km Challenge
Male 74%
Female 26%
9km Challenge
Our Audience
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Fairfax Events I Cole Classic Sunday, February 2, 2014
11
0
1000
2000
3000
4000
Interstate Entries
Overseas Entrants
CANADA
HUNGARY
NEW ZEALAND
VIETNAM
ZAMBIA
GERMANY
SWITZERLAND
UNITED STATES
UNITED KINGDOM
Our Audience
Fairfax Events I Cole Classic Sunday, February 2, 2014
12
0
500
1000
1500
2000
Northern Beaches
Eastern Suburbs
Western Suburbs South Coast
North Shore Northern Suburbs
Top NSW Areas
0 50
100
150
200
250
300
Top NSW Suburbs
Our Audience
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
03 Charity
The Charity Program
Online Fundraising System
Everyday Hero (EDH) was appointed to create a personalised, web-based fundraising system for the
event. The online system was promoted to all participants as the easiest way to raise money. The system
was used to calculate the total amount of money raised across all charity organisations.
The online fundraising system was accessed directly from the event website through the Give Gauge
fundraising tally, and had the following features:
• allowed participants to choose their favourite charity, then create and personalise their own
fundraising website page
• participants’ each had a unique website link which they could send onto their friends and family
to seek sponsorship
• the participants’ fundraising page had a fundraising tally, and personalised target participants’
could create their own blog to update friends on their progress
• if a participants’ favourite charity did not appear on the website, they could request it to be
added. Everyday Hero would then sign up the charity.
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Fairfax Events I Cole Classic Sunday, February 2, 2014
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Charity
Overall Total
The overall total funds raised for 2014 was $190,091.67.
Online Fundraising Results A total of 371 hero pages were created in this year’s event with 69%
of these pages being active.
• 103 registered charities received donations
• The average raised per active hero page was $703.49
The top fundraising charities were:
• Mater, Sydney
• Kids Cancer Project
• Sanfilippo Children’s Foundation
• Melanoma Institute Australia
• Giant Steps Sydney – A school for children with Autism
Collectively these charities raised a total of $77,665.
One-off Donations Results
During the registration process entrants were given the chance to
donate an amount of their choosing to a list of registered charities.
This year 326 entrants donated a total of $4,877 funds upon
registering.
Sun Run & Cole Classic Combined Fundraising Totals
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Charity
Highest Fundraisers
Top 5 Individuals
Top 5 Teams
Name Charity Funds
Mary Bromhead Melanoma Institute Australia $10,760
Anna Witty Giant Steps Sydney – A school for children with Autism $4,255
Penelope Kemp ANZOG Australia New Zealand Gynaecological Oncology
Group $3,900
John Reid Royal Far West $3,300
Stoddard Lance Sanfilippo Children’s Foundation $3,050
Team Name Charity Funds
Fugens Chemo Cottage
Swim Mater, Sydney $30,045
Team Aidan Kids Cancer Project $17,145
Team Adam’s Angels Duchenne Foundation $5,356.50
Squid Pro Quo The Salvation Army (NSW/QLD/ACT) $3,741.37
Supporting Scholarships The Royal Agricultural Society (NSW) Foundation $2,720
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
04 Partners
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Fairfax Events I Cole Classic Sunday, February 2, 2014
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Fairfax Events I Cole Classic Sunday, February 2, 2014
In their 3rd year of sponsoring the Cole
Classic FINZ once again supplied all the
swimmer s caps . FINZ also provided all the
volunteer and crew tees along with the
water safety rash vests.
The FINZ Official Cole Classic merchandise
was made available online for swimmers to
purchase during the entry process.
Official merchandise was also available to
purchase from the FINZ marquee on the
Saturday and Sunday on event weekend.
The FINZ Marquee provided great branding
on the promenade. FINZ also had CCB
signage and Wing Banners in the finish cute
20
FINZ
Image
Image
Fairfax Events I Cole Classic Sunday, February 2, 2014
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FINZ
Website Results
Partner Page logo
Click Throughs: 40
Fairfax Events I Cole Classic Sunday, February 2, 2014
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FINZ Electronic Digital Mail
FINZ used their eDM mention in the 10 Weeks
to Go eDM to promote their great range in
swim wear and to inform swimmers they will
have product for sell on event weekend.
A mention of their Merchandise range was
also included in the same eDM.
Clicks: 54
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Fairfax Events I Cole Classic Sunday, February 2, 2014
Gatorade, the Official Sports Drink provider,
in their 5th year of partnering with the Cole
Classic provided the hydration for swimmers.
The Gatorade drink station was set up on the
beach immediately after the finish line. The
drink station was branded with a Gatorade
6x3 marquee and Gatorade staff wearing G
Series tee’s.
The marquee also provided shade for the
drink station volunteers who helped set up
and serve.
A bottle of Gatorade and Gatorade towel
was also made available to the top 3 male
and female finishers in each of the events
(1km, 2km and 9km)
24
Gatorade
Image
Image
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Gatorade
Website Results
Partner Page logo
Click Throughs: 45
Home Page Web Banner
Click Throughs: 19
Fairfax Events I Cole Classic Sunday, February 2, 2014
27
Gatorade Electronic Digital Mail
Gatorade informed swimmers about the
importance of hydration and fluid intake
and how Gatorade can assist with this
Clicks: 35
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Fairfax Events I Cole Classic Sunday, February 2, 2014
In their 2nd year of partnering the Cole
Classic Virgin Active once again set up a
3x3 marquee on the beach after the
drink stations and handed out branded
bananas to swimmers to give them that
instant energy lift after getting out of the
water.
Virgin Active also had presence within
the expo area. The Virgin Active trailer
was set up running a promotional video
engaging swimmers passing by
promoting the WIN A YEAR OF HAPPINESS
competition.
29
Virgin Active
Image
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Virgin Active
Website Results
Partner Page logo
Click Throughs: 46
Home Page Web Banner
Click Throughs: 60
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Virgin Active Electronic Digital Mail
Virgin Active promoted Live Happily ever
active in their first eDM mention. Highlighting
the facilities available at their Frenchs Forest
club
Clicks: 10
Electronic Digital Mail 2
Virgin Active used their second eDM
mention to promote their campaign WIN A
YEAR OF HAPPINESS giving away fantastic
prizes including 12 annual Virgin Active
memberships, including personal training
Clicks: 144
Fairfax Events I Cole Classic Sunday, February 2, 2014
Manly LS Club
Website Results Partner Page logo
Click Throughs: 85
33
Strategic Partner
Fairfax Events I Cole Classic Sunday, February 2, 2014
ORIX
Provide the Fairfax Events Team with an SUV and two
Toyota Hiace Vans for use through the year. All 3
vehicles come in very handy on event weekend. ORIX
had signage in the finish chute and a team of 6 swim.
Partner Page logo
Click Throughs: 26
Manly Wine
Partner Page logo
Click Throughs: 60
Web Banner on Results pages
Date Added: 13/1/2014
Date Removed: 14/2/2014
Click Throughs: 46
Coateshire Partner Page logo
Click Throughs: 32
34
Supply Partners
Fairfax Events I Cole Classic Sunday, February 2, 2014
Manly Council
Partner Page logo
Click Throughs: 89
35
Government Partner
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
05 Merchandise
37
Fairfax Events I Cole Classic Sunday, February 2, 2014
Merchandise
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Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
06 Expo
The Ultimate Sporting Weekend Expo
The Expo for the Sun Run and Cole Classic (combined) was held over three days;
Friday, January 31, 2014 (Sun Run and Cole Classic)
Dee Why Surf Life Saving Club, The Strand, Dee Why
8am-8pm
Saturday, February 1, 2014 (Cole Classic collection and Sun Run finish line)
Adjacent to Manly Life Saving Club, Manly Surf Pavilion, South Steyne
7am-2pm
Sunday, February 2, 2014 (Cole Classic start/ finish festival)
Adjacent to Manly Life Saving Club, Manly Surf Pavilion, South Steyne
7am-2pm
All Cole Classic and most Sun Run packs need to be collected from one of the locations above resulting in an estimated
combined audience of 10,000 over the two events/ three days plus the additional beach-goers and supporters to Manly
over the weekend. As per 2013 the expo was at the finish of the Sun Run and the start/finish to the Cole Classic meaning
that nearly all competitors visited twice; once to collect their pack, once to compete.
The prices for a 3x3 plot were $1,000+ gst for all 3 days or $800+ gst for all weekend only
The added Friday date was well received with all five exhibitors from that day impressed with the strong and steady turnout.
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Fairfax Events I Cole Classic Sunday, February 2, 2014
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Image Image
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Fairfax Events I Cole Classic Sunday, February 2, 2014
07 Marketing
Strategy
43
Marketing Objectives
• Position the Event as one of Australia’s largest ocean swims
• Drive entries to capacity (5,000)
• Promote the Event nationally to grow profile and entries
• Leverage The Sydney Morning Herald brand
• Communicate the Ultimate Sporting Weekend on the Northern Beaches (in
conjunction with The Sydney Morning Herald Sun Run)
• Raise funds for 800+ charities including Manly LSC
Marketing Strategy
In 2014, the Cole Classic marketing strategy primarily focused on driving
awareness and entries of the Event. This was achieved through strong and
consistent messaging about the Event across all mediums; while targeting a
broader audience and leveraging the sister event - The Sydney Morning
Herald Sun Run - as part of the ‘Ultimate Sporting Weekend” on the Northern
Beaches.
Marketing communications were mainly concentrated in both press and
online via The Sydney Morning Herald. Supporting this, various other Fairfax
channels were utilised to promote the event, these include: The Sun-Herald,
The Australian Financial Review, 2UE radio and the Fairfax Community Network.
Delivered via:
• Strong and consistent marketing across all mediums
• 12 week integrated marketing campaign
• National reach through media partners and the Fairfax network
• Social media
• Leveraging the EDH fundraising network and charity incentives
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Campaign
Marketing Mediums:
The Sydney Morning Herald
The Sun-Herald
The Australian Financial Review
Fairfax Community Network
Radio (Nova 969 and SmoothFM)
Marketing collateral – street flags, banners and posters
PR
Online tiles
Website activity
eDM’s
Social Media
Third party databases (such as the Fairfax Events and
partner databases)
Marketing was conducted in the following
five stages:
Stage 1
Special Launch Offer
Stage 2
Early bird entries now open
Stage 3
Early bird entries closing soon
Stage 4
Last chance to enter
Stage 5
Charity specific messaging
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
All press advertisements were designed by the
Fairfax Media Art Studio. The ads feature the
Event logo and various images from the 2013
Event; highlighting the success and to further
encourage participation.
A full page press ad was also intermittently run
during the campaign, communicating the
Ultimate Sporting Weekend on the Northern
Beaches. This ad featured both Cole Classic and
Sun Run events.
From November through to January, press ads ran
across the extensive Fairfax Network, targeting
key audiences and informing readers of the
upcoming event.
These advertisements were a key element of the
events’ success in driving ongoing audience
engagement throughout the month.
In addition to the press advertisements, strategic
front page puffs were also obtained to drive
engagement and awareness of the brand and in
turn, event offering.
Press
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Fairfax Events I Cole Classic Sunday, February 2, 2014
Press
Sydney Morning Herald Corner Block
Sydney Morning Herald Full Page
Sydney Morning Herald Quarter Page Strip
Illawarra Mercury Advertisement
47
Sydney Morning Herald Homepage Hero
Australian Financial Review Advertisement
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Event Guide
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Press Schedule Appearance
Date Section Size $
4-Nov-13 The Guide 1/4 page strip $7,646.32
5-Nov-13 Digital Edition Full page $5,000
6-Nov-13 Digital Edition Full page $5,000
7-Nov-13 Digital Edition Full page $5,000
8-Nov-13 Digital Edition Full page $5,000
10-Nov-13 EGN 1/4 page strip $11,585.12
12/9/2013 The Guide 1/4 page strip $7,646.32
11-Nov-13 The Guide 1/4 page strip $7,646.32
16-Nov-13 Sport 1/4 page strip $9,615.60
17-Nov-13 Unwind - Classified T54 $28,962.80
20-Nov-13 Digital Edition Full page $5,000
22-Nov-13 Digital Edition Full page $5,000
23-Nov-13 Sport 1/4 page strip $9,615.60
25-Nov-13 Digital Edition Full page $5,000
26-Nov-13 Digital Edition Full page $5,000
27-Nov-13 Digital Edition Full page $5,000
28-Nov-13 Digital Edition Full page $5,000
29-Nov-13 Digital Edition Full page $5,000
12/9/2013 The Guide 1/4 page strip $7,646.32
12/9/2013 The Guide 1/4 page strip $7,646.32
12/15/2013 TV Guide Full page $30,585.28
12/16/2013 EGN 1/4 page strip $17,688.00
12/17/2013 EGN 1/4 page strip $17,688.00
12/20/2013 EGN 1/4 page strip $17,688.00
12/21/2013 EGN 20x11 $39,798.00
12/21/2013 Business 1/4 page strip $7,646.32
12/23/2013 EGN 1/4 page strip $17,688.00
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Press Schedule
Appearance Date
Section Size $
12/23/2013 The Guide Full Page $30,585.28
12/24/2013 EGN 1/4 page strip $17,688.00
12/26/2013 EGN 1/4 page strip $17,688.00
12/27/2013 EGN 1/4 page strip $17,688.00
12/29/2013 TV Guide Full Page $30,585.28
12/30/2013 The Guide Full Page $30,585.28
1/2/2014 EGN 1/4 page strip $17,688.00
1/4/2014 Sport 1/4 page strip $7,646.32
1/5/2014 TV Guide 1/4 page strip $7,646.32
1/6/2014 The Guide Full Page $17,688.00
1/11/2014 Traveller 1/2 page H $23,170.24
1/12/2014 EGN 1/4 page strip $17,688.00
1/13/2014 The Guide Full Page $30,585.28
1/15/2014 EGN 1/4 page strip $17,688.00
1/17/2014 Business 1/4 page strip $7,646.32
1/17/2014 Australian Financial Review 10x7 $5,114.00
1/17/2014 Illawarra Mercury 12.88 x 9.2 11,900
1/19/2014 Sunday Traveller Large Strip $17,377.68
1/20/2014 The Guide 1/4 page strip $7,646.32
1/21/2014 EGN 1/4 page strip $17,688.00
1/22/2014 Australian Financial Review 10x7 $5,114.00
1/22/2014 EGN 1/4 page strip $17,688.00
1/23/2014 Australian Financial Review 10x7 $5,114.00
1/24/2014 Business 1/4 page strip $7,646.32
1/24/2014 Australian Financial Review 10x7 $5,114.00
1/25/2014 Sports Full page $30,585.28
1/25/2014 Sports T8Pan (374x550mm) $38, 462.50
1/25/2014 Sports Full page $30,585.28
1/26/2014 TV Guide 1/4 page strip $7,646.32
1/27/2014 The Guide 1/4 page strip $7,646.32
1/28/2014 EGN 1/4 page strip $7,646.32
Total $778,570.48
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Online
Site Placement State Dates End Date Impressions
SMH HP Hero 6/01/2014 6/01/2014 4,680,000
SMH HP Hero 16/01/2014 16/01/2014 4,680,000
SMH HP Hero 28/01/2014 28/01/2014 4,680,000
SMH Tablet Tboard 13/01/2014 31/01/2014 200,000
SMH Table Trec 13/01/2014 31/01/2014 200,00
In 2014, a major component of the marketing mix was online promotion.
Extensive tile placement was secured across a variety of assets, enabling the
Cole Classic brand high audience reach.
Cole Classic creative received extensive exposure on smh.com.au in the
following placements:
■ Homepage heroes
■ Major marketing tile (inaccessible to advertisers – reaching high amount
of eyeballs)
■ Spotlight tiles
■ iPad placements
■ Sports tile
Fairfax Events I Cole Classic Sunday, February 2, 2014
Online Marketing
Sydney Morning Herald Homepage Hero Advertisement
Sydney Morning Herald Major Marketing Tile
52
Sydney Morning Herald IPad Advertisement
Sydney Morning Herald Intranet Tile
Fairfax Events I Cole Classic Sunday, February 2, 2014
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eDM Results
Date Sent Email Tile Stories Opened Opened % Click throughs Click through %
24 /11
10 weeks to go Total 353 53.39% 27 5.58%
Cole Classic
Homepage n/a
n/a
24
n/a
Finz n/a n/a
14
n/a
Sun run n/a n/a
13
n/a
Facebook n/a
n/a
8
n/a
7/12
8 weeks to go Total 409 50.74 10 1.24%
Everyday
Hero
n/a
n/a
6
n/a
Facebook n/a
n/a
12
n/a
21/12
6 weeks to go
Total 628 50.12% 23 1.84%
Sun Run n/a
n/a
18
n/a
Facebook n/a
n/a
6
n/a
Virgin Active n/a
n/a
10
n/a
19/1
2 weeks to go
Total 1,486 62.12% 136 5.69%
Virgin Active
n/a
n/a
144
n/a
Facebook n/a
n/a
8
n/a
Fairfax Events I Cole Classic Sunday, February 2, 2014
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eDM Results
Date Sent Email Tile Stories Opened Opened % Click throughs Click through %
26/1
1 week to
go Total 1,842 65.20% 456 16.14%
Manly Wines n/a
n/a
5
n/a
Facebook n/a
n/a
18
n/a
Instagram n/a
n/a
3
n/a
Cole Classic n/a
n/a
520 n/a
29/1
Important
Information Total 2,405 70.90% 154 4.54%
Marathon
Photos
n/a
n/a
21
n/a
Everyday Hero n/a
n/a
7
n/a
2/2
Congrats Total 2,401 82.62% 1,608 55.33%
Marathon
Photos
n/a
n/a
1,012
n/a
Everyday Hero n/a
n/a
21
n/a
Surf Swim n/a
n/a
193
n/a
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Countdown eDM’s
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Countdown eDM’s
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Countdown eDM’s
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Social Media Objectives
Increase brand awareness and consumer engagement
Communicate race information
Drive various social media audiences to the Cole Classic
website
Communicate key messaging
New in 2014, an extensive social media (Facebook) advertising
campaign was implemented to increase consumer
engagement, brand awareness , the number of ‘Likes” and in
turn, the number of participants registering for the event.
Facebook Likes
From November through February, the number of Likes on the
Cole Classic Facebook page has increased XX%. As
demonstrated in the graph below, the number of Likes
exponentially rose and peaked in January (the month before the
event).
These Likes have come from: Promoted posts
Page suggestions
Shared post by followers
Organic reach via striking visuals and motivational messages
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Social Media
Reach
Through organic reach, the average post hit over 5,000 people
and paid reach averaged over 40,000.
Average Total Reach
Average Daily Total Reach – 13,794
Daily: The number of people who saw any content associated
with the Cole Classic Facebook page (Unique Users)
Average Weekly Total Reach - 70,417
Weekly: The number of people who saw any content associated
with the Cole Classic Facebook page (Unique Users)
Average 28 Days Total Reach – 188,400
28 Days: The number of people who saw any content associated
with the Cole Classic Facebook page (Unique Users)
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Social Media
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Paid Social Media Campaign
Goal:
•To drive signups to the Cole classic
•Increase social fans and interactions
Performance by Event:
Overall the Cole Classic campaign drove 4,975 website clicks
at a cost per website click of $0.80. The Classic posts also
prompted 6,028 social actions, of which 286 were page likes.
This represents 15% of the total page likes on the Cole Classic
Facebook page. Total impressions: 2,819,404 Clicks: 8,431 Unique Audience: 1,412,907
Performance by Audience:
The Generic Audience segment drove 8,976 website clicks at
an efficient cost per website click of $0.57. Generic also
prompted 10,327 social actions of which 367 were page likes.
The Friends of Fans segment drove 3,864 website clicks at a
cost per website clicks of $0.75. This segment also prompted
5,108 social actions of which 406 were page like.
Likes:
We saw a significant jump in page likes across both events
after commencing the paid activity . The numerous jumps in
daily peaks closely coincide with when new posts
commenced.
Reach: Prior to running the promoted activity, Cole Classic page posts
were reaching 686 unique people . After commencing
promoted activity on the 20th of December we observed a
consistent daily reach of roughly 20K, with peaks of 100k.
Fairfax Events I Cole Classic Sunday, February 2, 2014
62
Swimmers’ Guide
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Swimmers’ Guide
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Swimmers’ Guide
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Swimmers’ Guide
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Swimmers’ Guide
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Posters 180 posters were printed in A3. These
were distributed among sports clubs,
gyms and schools around Sydney.
Printable PDF versions were also emailed
out to the aforementioned.
In addition, a link to a downloadable
version of these posters were available
online under the FAQs info page.
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
08 Website
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Fairfax Events I Cole Classic Sunday, February 2, 2014
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Website Overview of Visit Statistics
Top Pages Viewed
Statistics gathered from February 14, 2013 to February 14, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Website
Visits by Device
Visits Overview
Fairfax Events I Cole Classic Sunday, February 2, 2014
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Website Engagement Statistics
New Visitors
Vs
Returning Visitors
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
09 Signage
Manly Promenade
Flags
Three Flags were displayed on the Manly
Beach promenade from January 1 until
February 3.
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Fairfax Events I Cole Classic Sunday, February 2, 2014
30m of mesh signage was displayed along Pittwater Rd, outside Brookvale Oval from
January 6 until February 3.
Pittwater Road Mesh
Full View of Artwork
Close up of Artwork
Close up of Artwork
75
Fairfax Events I Cole Classic Sunday, February 2, 2014
The Media Backdrop was used across the
Ultimate Sporting Weekend as the backdrop for
the official presentations of the Sun Run and Cole
Classic. The backdrop was also left o display for
participants to take photos with.
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Media Backdrop
Fairfax Events I Cole Classic Sunday, February 2, 2014
Fairfax Events I Cole Classic Sunday, February 2, 2014
10 Registrations
Pricing Structure
Number of Entrants
0
500
1000
1500
2000
1km - Open
1km - Age
Groups
1km - Elite
2km - Age
Groups
2km - Open
2km - Elite
9km - Dee Why to Manly
1797
97 63
1471
140 58
31
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Wave Starts
Registrations
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Fairfax Events I Cole Classic Sunday, February 2, 2014
1km Wave Start Group Gender Comparison
2km Wave Start Group Gender Comparison
0
50
100
150
200
Male
Female
Total
0
200
400
Male
Female
Total
Registrations
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iTab
iTaB is an engraved medal insert that fits neatly into the
back of the finishers medal, with two options for the
participant to have a personalised message or net
finishers time displayed on them. These are then posted
out within 3 weeks of the event. Once again these were
available for purchase during the registration process with
just under 6% of participants purchasing this.
Expo SMS
With almost 4000 participants coming to collect their race
packs from the Event Expo, participants received an SMS
containing their race bib number and collection details;
‘Hi John, your race pack no. for the 2014 Cole Classic
is111. Please collect, Friday 8am-8pm at Dee Why SLSC or
Saturday 8am-2pm at Manly SLSC.’
Event Day Results SMS
The results event day SMS was available for purchase
again in 2014 with just over 21% opting to purchase this in
the registration process. On event day as participants
crossed the finish line they received the following text
message;
‘Congratulations John on finishing the 2014 Cole Classic in
15 minutes. Looking for your next challenge? Keep
swimming at thesurfswim.com.au’
Technology Innovations
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Image
Fairfax Events I Cole Classic Sunday, February 2, 2014
11 Hospitality
This year, The SMH Cole Classic partnered with Manly Wine as the
Official After Party venue. The party was held for Event Sponsors,
stakeholders and our elite athletes as a post event celebration.
Held in the Beach Bar, Manly wine provided guests with a fabulous
range of share plates and drinks which consisted of home made
sausage roles, salt & pepper calamari and Pork & Kaffir Lime Pie.
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Invitation
The invite for the Official After Party was
created by the Fairfax Art Studio in
conjunction with the 2014 brand
guidelines.
An event confirmation was also sent to
guest who RSVP’d for the event with a
title ‘Looking forward to seeing you at
this weekend’s SMH Cole Classic.
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Fairfax Events I Cole Classic Sunday, February 2, 2014
12 Winners Results Top 10
1km Male
Place First Name Surname Net Time State
1 Evan Stratton 10:59 NSW
2 Thomas Doyle 11:11 NSW
3 Elliot Long 11:14 NSW
4 John De Mestre 11:20 NSW
5 James Curll 11:54 NSW
6 Huon Fairbairn 12:12 NSW
7 Sean Daly 12:22 NSW
8 Lachlan Braddish 12:25 NSW
9 Dyls Bruce 12:39 NSW
10 Michael Aungle 12:52 NSW
Place First Name Surname Net Time State
1 Brittanee Newman 12:13 NSW
2 Jemima Stratton 12:28 NSW
3 Christie Krenkels 12:41 NSW
4 Abbey Cooper 12:41 NSW
5 Jade Garrett 12:46 NSW
6 Emily Doyle 12:51 NSW
7 Eliza Curll 13:14 NSW
8 Naomi Scott 13:21 NSW
9 Sophia Sillar 13:25 NSW
10 Kristen Sales 13:41 NSW
Top 10
1km Female
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Winners Results
Place First Name Surname Net Time State
1 Alicia Caldwell 0:21:55 NSW
2 Siobhan O'Leary 0:21:56 NSW
3 Emma Payne 0:22:12 NSW
4 Olive Adams 0:23:10 NSW
5 Rebekah Sefton 0:23:12 NSW
6 Brooke Morgan 0:23:22 NSW
7 Zoe Whitfield 0:23:25 NSW
8 Christie Krenkels 0:23:33 NSW
9 Jacqui Robinson 0:23:35 NSW
10 Isabella Wolff 0:23:43 NSW
Place First Name Surname Net Time State
1 Callum Lowe-Griffiths 20:55 NSW
2 Ollie Signorini 21:09 NSW
3 Jacob Stevens 21:16 NSW
4 John De Mestre 21:25 NSW
5 Matt Fernandez 21:29 NSW
6 Davy Cameron 21:37 NSW
7 Joshua Stevens 21:50 NSW
8 Elliot Long 21:57 NSW
9 Bradley Ryan 22:13 NSW
10 Ben Blakeney 22:29 NSW
2km Male 2km Female
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Winners Results 9km Male 9km Female
Place First Name Surname Net Time State
1 Cormac Guthrie 1:33:41 NSW
2 Lochie Hinds 1:34:42 NSW
3 Rowan Webb 1:37:27 NSW
4 Justin Hanby 1:43:36 NSW
5 Warren Smith 1:51:25 NSW
6 Daniel Vraca 1:53:19 NSW
7 Mark Houston 1:54:52 NSW
8 Andrew Krelle 2:05:59 NSW
9 Richard Thomas 2:06:09 NSW
10 Martin Palfrey 2:08:44 NSW
Place First Name Surname Net Time State
1 Zoe Whitfield 1:43:38 NSW
2 Rachel Wood 1:48:15 NSW
3 Wendy Green 1:58:42 NSW
4 Amanda Lehman 2:11:42 NSW
5 Melanie Brock 2:12:54 NSW
6 Jennifer Langgons 2:24:26 NSW
7 Emma Finnerty 2:28:20 NSW
8 Katie Price 2:51:33 NSW
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Finish Times
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