parkrun communication plan

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  

Compe

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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  

Leed

s  

Brief  

Parkrun  

Compe

==on

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ds  

SWOT  

Prob

lema=

c  

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.  

Leed

s  

Brief  

Parkrun  

Compe

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lema=

c  

Publics  

Leed

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Brief  

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lema=

c  

•  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  

Leed

s  

Brief  

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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  

Leed

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Nike  Cardiff  Run  Club   Saucony  

Improvement  

Challenge  

Trends  

Coach   Charity  running   Brands  running  clubs  

Leed

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Brief  

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Leeds:  student  city    

200,000  students  

UniversiCes  à  7300  internaConal  students  

Woodhouse  Moor:  second  most  popular  urban  park  in  Leeds    

Leed

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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  

Leed

s  

Brief  

Parkrun  

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lema=

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ProblemaCc  

Leed

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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=

on  

Run  for  cou

ntrie

s  

Publics  

Timetab

le  

•  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

s  

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

le  

Evalua

=on  

Budget  

Run  for  cou

ntrie

s  

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

le  

Evalua

=on  

Budget  

Run  for  cou

ntrie

s  

•  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=

on  

Publics  

Timetab

le  

Evalua

=on  

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

s  

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=

on  

Publics  

Timetab

le  

Evalua

=on  

Budget  

Run  for  cou

ntrie

s  

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