A flagship initiative of Rotary Bangalore IT Corridor A flagship initiative of Rotary Bangalore IT Corridor (RBITC)(RBITC)

“Reach within to embrace humanity as the city runs for a cause greater than just the finish line”

MarathonMarathon……

"We are different, in essence, from other men. If you want to win something, run 100 meters.

If you want to EXPERIENCE something, run a marathon."

- Emil Zatopek, 1952 Olympic Marathon gold medalist

Welcome to Welcome to Bengaluru Bengaluru Midnight Midnight

Marathon Marathon (BMM)(BMM)

BMM was conceived by Rotary BMM was conceived by Rotary Bangalore IT Corridor (RBITC) and Bangalore IT Corridor (RBITC) and

the 1the 1stst edition run on 19th May edition run on 19th May 2007.2007.

Asia’s only Midnight Marathon.Asia’s only Midnight Marathon.

To support deserving charities To support deserving charities across South India.across South India.

Resulted in growing number of Resulted in growing number of participants from over 25 participants from over 25

countries.countries.

Acknowledged and marked in the Acknowledged and marked in the official ‘International Calendar.official ‘International Calendar.

This year event is scheduled on This year event is scheduled on 2020thth December 2014 (Saturday) at December 2014 (Saturday) at

KTPO, WhitefieldKTPO, Whitefield

BMM 2014 – Bigger Than EverBrand AmbassadorFlying Sikh Shri Milkha Singh, Padma Shri

Bengaluru Bengaluru Midnight Midnight

Marathon has Marathon has become the become the

Largest Largest Fundraising Fundraising

PlatformPlatformfor RBITCfor RBITC

& has & has supported supported

various various deserving deserving charities.charities.

24

00 r

unn

ers

2007

2008

2009

2010

2011

2012

10,000 runners

Marked on the official

‘INTERNATIONAL MARATHON CALENDAR

City’s Most Sought After RUNNING EVENT

Corp

ora

te P

art

icip

ati

on

: 1

8

Corporate Participation: 40

2013

10,000 runners. 14,000 audienceCorporate Participation: 45

Participate to reflect your culture & values

Midnight Marathon – a festival…

88thth Bengaluru Midnight Marathon – December 20 Bengaluru Midnight Marathon – December 20thth, 2014 , 2014 (Saturday)(Saturday)

Location KTPO WhitefieldLocation KTPO Whitefield Only Midnight Marathon in the GlobeOnly Midnight Marathon in the Globe 10000 people participated in the event10000 people participated in the event The key event of the race day includedThe key event of the race day included

Full Marathon (42.195km) at 12 midnightFull Marathon (42.195km) at 12 midnight Half Marathon (21.95km) at 12 midnightHalf Marathon (21.95km) at 12 midnight Open 10K Run (10km) at 10pmOpen 10K Run (10km) at 10pm Womens 10k Run (10km) at 7pmWomens 10k Run (10km) at 7pm IT City Fun Run (5km) at 5pmIT City Fun Run (5km) at 5pm Corporate RelayCorporate Relay Women’s RelayWomen’s Relay

Flagship Fundraising EventFlagship Fundraising Event

Midnight Marathon - FUN & RUN!Midnight Marathon - FUN & RUN!

For a good cause!

Strong industry supportStrong industry support

Around the world TWICE in 8 Hours!!!Around the world TWICE in 8 Hours!!!

25 Corporate/Women's Relay Teams - 1,050 Kms25 Corporate/Women's Relay Teams - 1,050 Kms

21 Community Relay Teams - 105 kms21 Community Relay Teams - 105 kms

4,500 Fun Runners - 22,500 kms4,500 Fun Runners - 22,500 kms

3,500 10k Runners - 35,000 kms3,500 10k Runners - 35,000 kms

800 Half Marathon Runners - 16,800 kms800 Half Marathon Runners - 16,800 kms

200 Marathon Runners - 8,400 kms200 Marathon Runners - 8,400 kms

A Lucrative Fundraiser

375k Dollars Raised375k Dollars Raised

Net amount of ~$200K for projectsNet amount of ~$200K for projects

Next year will be bigger and brighterNext year will be bigger and brighter

We invite all of you to participate and help We invite all of you to participate and help make a difference!make a difference!

Rotary ProjectsRotary Projects

Adoption of Government Adoption of Government SchoolsSchools

Medical surgeries. Medical surgeries.

Free Eye surgeriesFree Eye surgeries

Blood donation campsBlood donation camps

Integrated Village Integrated Village DevelopmentDevelopment

Cleaner and better Cleaner and better BangaloreBangalore

Lighting for Literacy (LFL)Lighting for Literacy (LFL)

Potable Water ProjectPotable Water Project

Together we can transform livesTogether we can transform lives

Education: Interventions required Education: Interventions required

Achievements So far:Five schools adopted: Immadihalli High School, Varthur High School, Mellurahalli school, Siddapura school, Ramagundanahalli schoolToilet Upgrades in all schoolsComputer labs set up with help of EMC and KPNLab on Bike – from Agastya Foundation covering all 4 schoolsAgastya lab set up in Immadihalli High School and Varthur HighLibrary set up in one school with the help of HippocampusDictionaries Project

Plans:Interventions to improve the 3Rs – Reading, Writing, ArithmeticVolunteering for academic improvements, sports, life skillsImprovements in pass rate, reduction in drop out rate, Infrastructure improvements – Better labs, toilets, wash areas, boundary walls

Focus Area - EducationFocus Area - Education Engaged with FIVE government schools to improve infrastructure, science & Engaged with FIVE government schools to improve infrastructure, science &

computer labs, potable drinking water, upgrading toilet facilities, , library & books, computer labs, potable drinking water, upgrading toilet facilities, , library & books, teachers’ training, conducting classes through volunteers. teachers’ training, conducting classes through volunteers.

Sponsorship for deserving students.Sponsorship for deserving students. Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program.Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program. Tape recorders donated for visually impaired students.Tape recorders donated for visually impaired students. Distribution of Kannada English dictionary to studentsDistribution of Kannada English dictionary to students

Focus Area - EducationFocus Area - Education Engaged with FIVE government schools to improve infrastructure, science & Engaged with FIVE government schools to improve infrastructure, science &

computer labs, potable drinking water, upgrading toilet facilities, , library & books, computer labs, potable drinking water, upgrading toilet facilities, , library & books, teachers’ training, conducting classes through volunteers. teachers’ training, conducting classes through volunteers.

Sponsorship for deserving students.Sponsorship for deserving students. Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program.Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program. Tape recorders donated for visually impaired students.Tape recorders donated for visually impaired students.

Focus Area – Integrated Village DevelopmentFocus Area – Integrated Village Development Adopted a village near Hoskote (B. Thimmasandra) for “Integrated Village Adopted a village near Hoskote (B. Thimmasandra) for “Integrated Village

Development”.Development”. This will involve interventions in the areas of healthcare, education, water, This will involve interventions in the areas of healthcare, education, water,

sanitation, livelihood and skill development. sanitation, livelihood and skill development. We have already conducted a medical camp for all the residents (108 families) of We have already conducted a medical camp for all the residents (108 families) of

the village.the village.

Focus Area – Cleaner and better Focus Area – Cleaner and better NeighborhoodNeighborhood Working closely with “Whitefield Rising” and “The Ugly Indians”, and students Working closely with “Whitefield Rising” and “The Ugly Indians”, and students

from MVJ College of Engineering to have a cleaner and safer Whitefieldfrom MVJ College of Engineering to have a cleaner and safer Whitefield

Causes Supported by RBITC

Media Analytics – BMMMedia Analytics – BMM

If not Us then Who will?If not Us then Who will?Objective of Bengaluru Midnight Marathon is to get the Objective of Bengaluru Midnight Marathon is to get the

people of Bengaluru to contribute towards making Bangalore a people of Bengaluru to contribute towards making Bangalore a better place. better place.

Run for Bengaluru

Leveraging the power of MediaLeveraging the power of MediaBMM’s website will be the information hub with rich media tabs and BMM’s website will be the information hub with rich media tabs and

interactive functionalities. People will be reached out to through interactive functionalities. People will be reached out to through various social networks and ads to support charities and causes of their various social networks and ads to support charities and causes of their

choice. choice. Intensive offline and online media coverage through news channels Intensive offline and online media coverage through news channels

and websites.and websites.

Media Plan

Online PR

Social Media

Print Media

Outdoors

Banner Ads

TV Radio

Our S

ocia

l Media

O

ur S

ocia

l Media

R

each

Reach

45,899,000 Active Users45,899,000 Active Users--3,028,500 in Bangalore alone3,028,500 in Bangalore alone-Promotion via Targeted Ad campaigns -Promotion via Targeted Ad campaigns -Interactive Apps and Games-Interactive Apps and Games-Engaging content-Engaging content

13,000,000 Active users13,000,000 Active users--Use of #BMM hashtags to gain viralityUse of #BMM hashtags to gain virality-Contests integrated with FB and -Contests integrated with FB and websitewebsite-Tweetups to gain credibility -Tweetups to gain credibility

40,000,000 Active users40,000,000 Active users--Live Video streaming of the eventLive Video streaming of the event-Increased WOM through videos-Increased WOM through videos-Seeding and sharing on other channels-Seeding and sharing on other channels-Integrated with the main website-Integrated with the main website

12,000,000 Active users12,000,000 Active users--Promotion through LinkedIn EventsPromotion through LinkedIn Events-Marketing of the event through LION-Marketing of the event through LION-Visibility through group participation-Visibility through group participation

India Statistics

Data: EOY 0212

• To achieve the various sets of objectives of this event an integrated To achieve the various sets of objectives of this event an integrated campaign was executed by effectively integrating and utilizing the offline campaign was executed by effectively integrating and utilizing the offline and online medium of communication through a gamut of activities like and online medium of communication through a gamut of activities like Social Media Marketing, Social Listening & Monitoring, developing and Social Media Marketing, Social Listening & Monitoring, developing and deploying an interactive website, creating hoardings, banners, radio spots, deploying an interactive website, creating hoardings, banners, radio spots, hosting pre-race events such as launch party, pet-a-thon, fashion show hosting pre-race events such as launch party, pet-a-thon, fashion show etc.etc.• These activities not only led to an increase in the overall reach and These activities not only led to an increase in the overall reach and awareness of the event but also led to increased participation in the awareness of the event but also led to increased participation in the various supporting events of BMM like CXO Power Mile, I.T City Fun Run various supporting events of BMM like CXO Power Mile, I.T City Fun Run etc. and in the flagship event Bangalore Midnight Marathon.etc. and in the flagship event Bangalore Midnight Marathon.

BMM Website AnalysisBMM Website AnalysisDesigned an aesthetically appealing, inspirational website providing a great user experience with online registration functionality & secure fundraising option.

Insights: 58,000 visits to the website in just 60 days from October 2013 to December 2013 with an average duration of time spent by an user to be around 5 mins on the website.

Nearly 65% of the visitors were new visits.

Total Visits (Jan 2013- 20th Dec 2013)

BMM Website AnalysisBMM Website Analysis

Insights: The website clearly got greater visibility in Google search results for relevant keywords. Majority of the traffic also came from social channels and blogs related to fitness, running etc.In short the TG Loved the initiative and kept coming back.

Traffic Sources

BMM Website AnalysisBMM Website Analysis

Insights: BMM 2013 turned out to be a truly global event with participants from around 20 countries.

Country-wise Website Traffic Breakup

Success on FacebookSuccess on FacebookConsistent, frequent updates to build an interactive Facebook community by sharing:•Marathon experiences of participants• Interactive updates• Health tips • Trivia• Count down campaign• Race details. All the queries received from participants were answered in real timeThe overall numbers, virility, reach and impressions achieved on Facebook in 2013 compared to the past three years was phenomenal.8,242 Likes with 1,372 still actively interacting with the page

Daily Total Reach: 4,60,119

Daily Total Impressions: 7,96,720

The Facebook page was formed on Oct 1, 2013.

Success on TwitterSuccess on TwitterConsistent, frequent tweets to build an interactive Twitter community by tweeting:•Interactive and informative tweets focussing on increasing participation •Identifying and engaging with influencers and renowned Tweeple• Health tips • Trivia• Count down campaign• Race detailsAll the queries received from participants were answered in real timeTotal tweets done per day: 3

to 4 per dayAll the queries received from participants were answered in real time

Offline activities Offline activities The midnight marathon messaging was seen across various offline mediums• Print Ads • Hoardings • Banners • Posters• Other brand communication

Social Listening & MonitoringSocial Listening & MonitoringIncPot was used in the run-up to the event to listen, discover & engage in conversations across the web to increase:

Responsiveness Awareness Engagement Lead Generation Reputation Management

Lets Run For..

BangaloreChild

Bengaluru

Overall participatio

n in the various

events of BMM-2012

IT City Fun Run 4000

Community Relay 33 Communities

Corporate Relay + Women’s RelayIT City Fun Run – 5k

32 Teams5,000

10K Runners 4,000

10K Corporate Teams 8

Full Marathon & Half Marathon 1,450

Total participants 10,000+

Total audience 4,000+

Corporate Participants as teams10K Corporate Teams RelayBulk BookingOther estimatedTotal

350+2562,200+5003,300+

CxO TouchRace DayCxO RunTeam SponsorTotal

10012050270

Lets make Bengaluru the…