sun run 2014 event report

Fairfax Events I Sun Run Saturday, February 1, 2014

Event Report 2014


Contents 00

3

01 Introduction 4

02 Our Audience 11

03 Charity 15

04 Partners 19

05 Expo 35

06 Marketing Strategy 37

07 Website 66

08 Signage 71

09 Registrations 75

10 Winners Results 79


01

4

Introduction &

Thanks

Thousands of Sydneysiders pounded the pavement to participate in The Sydney Morning Herald Sun Run,

part of Sydney’s ultimate sporting weekend held from Dee Why to Manly.

This year the event boasted a new 10km course on top of its existing 7km course, showcasing the best of

Sydney’s glorious Northern Beaches.

David Nilsson took out the top male spot in the new 10km course with a time of 31 minutes and 49 seconds,

while Victoria Mitchell won the female category, finishing the course in 36 minutes and 15 seconds.

First place for the 7km race was won by Scott Dowse with a time of 25 minutes and 46 seconds, while Lucy

Starrat took out the top female spot, crossing the line in 27 minutes and 01 seconds.


Course Start Map – The Strand, Dee Why Beach

6


Course Course Map – 10K

7


Course Course Map – 7K

8


Course Finish Area – South Steyne, Manly Beach

9


11

10km Entrants. Starter, Finisher

Comparison

Total Entrants 3427

Total Female Entrants 1800

Total Male Entrants 1627

Total Starters 2846

Total Finishers 2843

Female Finishers 1480

Male Finishers 1363

7km Entrants. Starter, Finisher

Comparison

Total Entrants 2064

Total Female Entrants 1297

Total Male Entrants 767

Total Starters 1773

Total Finishers 1774

Female Finishers 1114

Male Finishers 660

Our Audience 02

Total Entrants: 5491


12

Our Audience

0

2000

4000

6000

ACT NSW OA QLD NT VIC WA SA

Interstate Entries

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100 150 200 250 300 350 400

Bal

gow

lah

Bea

con

hill

Bel

rose

Bo

nd

i

Co

llaro

y

Cre

mo

rne

Dee

Wh

y

Fair

ligh

t

Fren

chs

Fore

st

Fre

shw

ate

r

Man

ly

Mo

na

Val

e

Mo

sman

Neu

tral

Bay

Syd

ney

Top NSW Suburbs

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1000 1500 2000 2500

Top NSW Areas


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Our Audience

Entries by Age & Gender 10km

Entries by Age & Gender 7km

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100

200

300

400

500

600

700

800

0-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-79

Male

Female

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150

200

250

300

350

400

450

0-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-79 80-99

Male

Female


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.

15


16

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


17

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


04 Partners

19


20


Rebel attended the Race Bib collection on

the Friday held at the Dee Why Surf Life

Saving Club.

Rebel then had a 6x3 marquee retailing at

the finish area on Manly promenade on the

Saturday.

21

Rebel


22

Rebel

Website Results

Partner Page logo

Click Throughs: 241

Home Page Web Banner

Date Added: 25/11/13

Date Removed: 01/02/14

Click Throughs: 33


23

Rebel Electronic Digital Mail Rebel used their eDM mention to promote

Rebel as the place to find the perfect gift for

Christmas. Giving the gift of fitness.

Clicks: 4


24


Gatorade once again provided the

hydration for the runners at The Sun Run,

being the Official Sports Drink partner.

A Gatorade drink station was set up just

after the finish line. The drink station was

branded using a 6x3 Gatorade marquee

A Gatorade bottle, placed in Gatorade

Esky’s and Gatorade Towel s were made

available to placegetters of both events as

they crossed the finish line

Gatorade also had signage within the finish

chute

25

Gatorade


26

Gatorade

Website Results

Partner Page logo

Click Throughs: 171




Click Throughs: 29


27

Gatorade

Electronic Digital Mail Gatorade informed runners about the

importance of hydration and fluid intake

and how Gatorade can assist with this

Clicks: 2


28


In their 2nd year of partnering The Sun Run.

Virgin Active once again provided runners

with a branded banana after crossing the

finish line. Further Virgin Active branding

was provided by their 3x3 marquee

29

Virgin Active


30

Virgin Active

Website Results

Partner Page logo

Click Throughs: 37




Click Throughs: 95


31

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: 8

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: 331


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 small

team run.

Website Results Partner Page logo

Click Throughs: 31

Coateshire

Coateshire provided all course infrastructure such as Crowd Control

Barriers, Toilets, Cones, Bollards


Click Throughs: 28

32

Supply Partners


33

Government Partners

Warringah Council


Click Throughs: 224

Manly Council


Click Throughs: 224


34

Strategic Partner

Dee Why SLSC


Click Throughs: 180


05 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.

35


36

Image Image


06 Marketing

Strategy

37

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


38

Campaign Marketing Campaign

The City2Sea marketing campaign was executed in the

following stages:

Gold Charities expressions of interest (July 5-17)

Head Start entry for previous entrants (July 17)

Campaign launch (July 19)

Special launch entries now open (July 19-August 25)

Launch entries closing (August 26-31)

Early bird entries and fundraising (September 1 – October 4)

Standard entries and fundraising (October 5-31)

Final entries, fundraising and event Expo (November 1-16)

Thank you and post-event wrap-up (November 17-18)

Press Advertising

City2Sea was promoted extensively in the following print

publications:

The Sunday Age

The Age

Australian Financial Review

The Border Mail

Bendigo Advertiser

Ballarat Courier

Wimmera Mail-Times

Warnambool Standard

Eight page Event Guide – The Sunday Age (October 6)

Four page Post-Event Wrap - The Age (November 18)

Logo

A New Logo was designed using the new campaign strap line

‘The One To Run’


All press advertisements were designed by the

Fairfax Media art studio.

From November until January press ads ran in The

Sydney Morning Herald, targeting key markets

and notifying readers of the upcoming event.

These advertisements were a key element of the

events’ success in driving ongoing audience

engagement throughout the month.

Ad themes:

■ Special Launch Offer

■ Early Bird

■ Entries Open

■ Last Chance

■ Ultimate sporting weekend

As well as in paper advertisements, there was front

page pencil strips.

Press

Sydney Morning Herald Full Page Advertisements

40

Sydney Morning Herald Front Page Advertisements


41

Event Guide


42

Press Schedule

Date Day Section Size Value

18 – Nov-13 Mon The Guide 1/4 page strip $7,646.32

30-Nov-13 Saturday Sport 1/4 page strip $9,615.60

1-Dec-13 Sunday TV Guide 1/4 page strip $11,585.12

2-Dec-13 Monday The Guide 1/2 page H $15,292.64

9-Dec-13 Monday The Guide 1/4 page strip $7,646.32

11-Dec-13 Wednesday EGN 1/4 page strip $17,688.00

14-Dec-13 Saturday Sport 1/4 page strip $9,615.60

15-Dec-13 Sunday TV Guide Full page $46,340.48

23-Dec-13 Monday The Guide Full Page $30,585.28

29-Dec-13 Sunday TV Guide Full Page $46,340.48

6-Jan-14 Monday The Guide Full Page $30,585.28

13-Jan-14 Monday The Guide Full Page $30,585.28

19-Jan-14 Sunday Sunday Traveller Large Strip $17,377.68

25-Jan-14 Saturday Sport 1/4 page strip $9,615.60

25-Jan-14 Saturday Sports Full page $38,462.40

25-Jan-14 Saturday Sports T8Pan

(374x550mm) $38,462.50

25-Jan-14 Saturday Sports Full page $38,462.40

26-Jan-14 Sunday TV Guide 1/4 page strip $11,585.12

Total $547,886.24


44

Online

Site Placement State Dates End Date Impressions

SMH HP Hero 17/12/2013 17/12/2013 4,680,000

SMH HP Hero 3/01/2014 3/01/2014 4,680,000

SMH HP Hero 20/01/2014 20/01/2014 4,680,000

SMH HP Hero 27/01/2014 27/01/2014 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, Sun Run was heavily promoted online – utilising the vast array of digital

channels and high audience reach in the Fairfax network.

Sun Run 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

■ Web-tile advertising

■ Sidebar tiles

■ Carousel mentions


Online Marketing

Sydney Morning Herald Homepage Hero Advertisement

Sydney Morning Herald Major Marketing Tile

45

Sydney Morning Herald IPad Advertisement

Sydney Morning Herald Sidebar


46


47

Countdown eDM’s

Date sent Email Title Opened % Opened Clicked % Clicked

Clicked links

within email

10/04/2013

10 Weeks to

go! 589 55.41% 47 4.42%

Rebel Sport

4

Cole Classic

40

Facebook

17

Instagram 4

01/05/2013 8 Weeks to go 903 58.94% 36 2.15%

Everyday Hero 11

Gatorade 2

Facebook 40

Instagram 2

12/05/2013 6 Weeks to go! 1,176 54.60% 49 2.27%

Facebook 30

Virgin Active 8

Cole Classic 18

Instagram 8


48

Countdown eDM’s

Date sent Email Title Opened % Opened Clicked % Clicked

Clicked links

within email

03/06/2013 2 Weeks to go! 2,604 63.33% 347 8.44%

Virgin Active 331

Cole Classic 36

Instagram 33

09/06/2013 1 Week to go! 3,083 64.88% 647 13.62%

Sun Run 93

Instagram 8

Facebook 4

12/06/2013

Important

Race Day

Information 3,572 72.71% 1,638 33.34%

Sun Run maps 1,420

Marathon –

Photos and

Videos 50

iTaB –

Personalise

your medal 25

16/06/2013

Congrats/Resu

lts 3,552 83.48% 2,614 61.43%

Sun Run results 2600

Marathon-

Photos 1830


49

Countdown eDM’s


50

Countdown eDM’s


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Countdown eDM’s


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Digital Promotions


54

Social Media Objectives

Increase brand awareness and engagement

Communicate information race information

Drive various social media audiences to the Sun Run website

Push price points

This year, we undertook a paid Facebook campaign

to help increase social media presents and entries.

This will be discussed further in the section below. Facebook Likes From the start of November through to the end of February, there has been an increase in the number of Likes to Sun Run Facebook page. This can be seen in the graph below; with it exponentially rising and peaking during the month before the event. These Likes have come from:

Promoted posts

Page suggestions

Shared post by followers


55

Social Media

Reach Through organic reach, the average post hit over 5,000 people and paid reach, averaging over 80,000. Average Total Reach Average Daily Total Reach – 8,386 Daily: The number of people who have seen any content associated with your Page. (Unique Users) Average Weekly Total Reach – 48,187 Weekly: The number of people who have seen any content associated with your Page. (Unique Users) Average 28 Days Total Reach – 144,698 28 Days: The number of people who have seen any content associated with your Page. (Unique Users)


56

Social Media


57

Paid Campaign Goal: •To drive signups to the Cole classic •Increase social fans and interactions

Performance by Event: The campaign drove 7,865 website clicks at a cost per website click of $0.51. This event also recorded 9,407 social actions of which 487 are page likes. This represents 19% of all page likes on the Sun Run Facebook page. Total impressions: 1,690,972 Clicks: 8,431 Unique Audience: 1,100,067 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 once the paid activity commenced. The numerous jumps in daily peaks closely coincide with when new posts commenced. Reach: Prior to running the promoted activity, Sun Run page posts were reaching 1100 unique people . After commencing promoted activity on the 20th of December we observed a consistent daily reach of roughly 20K, with peaks of 100k.

Social Media


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59

Runners Guide The Runners’ Guide is hosted on the Sun Run website and included as a link on

the important news eDM that is sent out the week prior to the event.

Below is a table to show the trend of how many people viewed the Runners’

Guide online.

0

20

40

60

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160

180

Click-throughs

CLICKS


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Runners Guide


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Posters 180 posters were printed in A3. These

were distributed amongst clubs, gyms

and schools around Sydney. Printable

pdf versions were also emailed out to

these clubs, gyms and schools.

In addition, a link to a downloadable

version of these posters were available

online under the FAQs info page.


07 Website

66


67

Website Overview of Visit Statistics

Top Pages Viewed

Statistics gathered from February 14, 2013 to February 14, 2014


68

Website

Visits by Device

Visits Overview


69

Website Engagement Statistics

New Visitors

Vs

Returning Visitors


08 Signage

Dee Why Strand Flags

Sun Run flags were displayed along the

Dee Why Strand throughout January until

February 3r.

71


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

72


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


74


09 Registrations Pricing and Structure

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3500

10km Seeded

10km Blue 10km Green

7km Sun Run Yellow

Start Group Totals

75


Gender Comparison

Male 44%

Female 56%

Total Gender Comparison

0 500

1000 1500 2000 2500 3000

Male

Female

Total

Male 37%

Female 63%

7km Gender

Comparison

Male 47%

Female 53%

10km Gender

Comparison

Registrations

76


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 posted out within 3 weeks of the event.

iTaB’s were available for purchase during the registration

process with just over 6% of participants purchasing this.

Expo SMS

With almost 4000 participants coming to collect their race

packs from the Event Expo, each participant received an

SMS containing their race bib number and collection details;

‘Hi John, your race pack no. for the 2014 Sun Run is111.

Please collect, Friday 8am-8pm at Dee Why SLSC.’

Event Day Results SMS

The results event day SMS was available for purchase again

in 2014 with just over 31% 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 Sun Run in

30 minutes. Keep training for the smhhalfmarathon.com.au’

Facebook Sign Ups

189participants opted to have the event plug into their

Facebook page, posting when they reached various check

points along the course, along with the standard start and

finish line post.

77

Technology Innovations


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10 Winners Results Top 10

10km Men

Place First Name Last Name Net Time State

1 David Nilsson 0:31:58 Outside

Australia

2 Vlad Shatrov 0:32:48 NSW

3 Henrik Goesch 0:34:10 NSW

4 Matt Murphy 0:35:22 NSW

5 Martin Karm 0:36:13 NSW

6 Jamie Stewart 0:36:16 NSW

7 Scott Imhoff 0:36:17 ACT

8 Sean Williams 0:36:21 NSW

9 John Binfield 0:36:47 NSW

10 Jonathan Sharkey 0:36:51 NSW

Top 10 10km Women


1 Victoria Mitchell 0:36:15 NSW

2 Clare Geraghty 0:36:36 QLD

3 Anita Keem 0:37:06 NSW

4 Amy Stafford 0:37:25 NSW

5 Melinda Witchard 0:37:31 NSW

6 Reegan Ellis 0:38:19 NSW

7 Rachel Lambley 0:38:22 NSW

8 Julia Degan 0:39:15 NSW

9 Erika Jordan 0:40:08 NSW

10 Eva Gardner 0:40:54 NSW

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80

Winners Results


1 Scott Dowse 0:25:46 NSW

2 John Burke 0:26:41 NSW

3 Benjamin Woods 0:26:45 NSW

4 Guillaume Chouin 0:26:48 NSW

5 Robert Joseph 0:26:58 NSW

6 Steve Connor 0:27:02 ACT

7 Daniel Watts 0:27:30 NSW

8 Brandon Martin 0:27:36 NSW

9 Chris Cordwell 0:27:43 NSW

10 Stephen Gibbins 0:28:18 NSW


1 Lucy Starrat 0:27:01 NSW

2 Audrey Amiya-Hall 0:27:33 NSW

3 Jacinta Bill 0:30:01 NSW

4 Rachael Barker 0:30:01 NSW

5 Kathleen Walsh 0:30:54 NSW

6 Gina Harris 0:31:16 NSW

7 Edwina Tidmarsh 0:31:55 NSW

8 Danielle Bowling 0:31:56 NSW

9 Jackie Farkas 0:33:08 NSW

10 Sabine Van Wijlick 0:33:18 NSW

Top 10 7km Men

Top 10 7km Women


81

Finish Times

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150

7:0

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10km Finish Times

7km Finish Times

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sun run 2014 event report

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