fun run 2016 online review - updated v2
TRANSCRIPT
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