Canberra Times Fun Run 2014 Event Report

Fairfax Events I Canberra Times Fun Run, Sunday, September 7 2014

Event Report 2014

Event logo


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Contents 00

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01 Introduction 4

02 Our Audience 13

03 Charity 17

04 Partners 22

05 Merchandise 86

06 Marketing Strategy 89

07 Media Partners 116

08 Website 118

09 Registration 122

10 Winners Results 126

11 Repucom Survey 132


01

4

Introduction &

Thanks

Image

Over 4,500 participants took part in the 2014 Canberra Times Fun Run presented by Westpac, raising a record of

more than $115,000 for over 200 charities around Australia.

Westpac’s face of Canberra Times Fun Run, Jesinta Campbell, fired the starting gun for the 10km run, as entrants

ran, walked and wheeled their way through Canberra’s scenic parklands and streets.

Martin Dent from Canberra, crossed the finish line first in the men’s field in a time of 43:35. Rowan Walker from

Canberra came in second and Gemechu Woyecha also from Canberra third with times of 44:05 and 45:47

respectively.

The first female across the finish line was Claire Ashworth from Canberra who ran a time of 49:10. Second and third

was Kelly Varey and Jodie Barker from Canberra who closely followed with times of 54:00 and 54:38.

Bradley Croker from Canberra crossed the 10km finish line first, with a time of 30:52, not far behind Joshua Johnson

from Yass who placed second with a time of 31:41. Third place went to Joshua Torley from Canberra in 32:27.

Leanne Pompeani from Canberra crossed the line first in the women’s 10km field in a time of 36:20, closely followed

by Fleur Flanery from Yass and Alexandra Grant from with times of 36:32 and 36:45. The adidas 5km Run and Walk

saw Yosef Gomechu place first, Travis Ey run second and Simon Carter third. The first female to cross the finish line

was Claire Ashworth from Canberra (who also won in the 14km), with a time of 17:56. Closely following was Sarah

Marvin and Jordyne Rauter.

Fairfax Events would like to extend their thanks to all our valued sponsors, government stakeholders, supporters and

volunteers for their assistance in staging another successful Canberra Times Fun Run.


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The Course

In its second year the 14km course again proved popular with runners wanting an additional challenge. An extension of

the 10km course, the 14km course incorporates a spectacular loop of Parliament House, Federation Mall and Old

Parliament House.

14km


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The 10km fun run weaves its way through the picturesque streets of Canberra, starting at Yamba Drive in Phillip,

continuing along Adelaide Avenue, passing Parliament House, over Lake Burley Griffin and finishing with spectacular

views of The Carillon on Aspen Island.

10km

The Course


Following the Molonglo River the adidas 5km course joins the 10km and 14km courses with a kilometre to go to finish on

the Rond Terraces in Commonwealth Park.

The Course 5km

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02 Our Audience

75%

18%

2% 1% 2% 1% 1%

Interstate Entrants

ACT

NSW

VIC

NT

QLD

WA

SA

Australia China Norway USA 3845 1 2 1

International Entrants

0 20 40 60 80

100 120 140 160

Top Suburbs

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0

50

100

150

200

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

14km Age Division Breakdown

Female

Male

Our Audience

0

100

200

300

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


Female

Male

0

100

200

300

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


Female

Male

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Our Audience

48% 52%

Total Gender Comparison

Male Female

58%

42%

14km Gender Comparison

Male Female

52% 48%


Male Female

38%

62%


Male Female

15


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03 Charity

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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 a 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.

This year, The Canberra Times Fun Run provided entrants with the option of a one off donation during the registration process. In total this donation raised $11,258.50 for our selected charities. Upon combining this with all funds raised through Everyday Hero donation pages,

$126,537.74 was raised.


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Charity Fundraising Totals

Overall Total

The overall total funds raised for the 2014 Canberra

Times Fun Run presented by Westpac was $126,537.74

Online Fundraising Results

A total of 278 hero pages were created in this year’s

event with 61% of these pages being active.

45 of the 252 registered charities received donations

The average raised per active hero page was $682

The top fundraising charities were:

• Cure Brain Cancer Foundation $26,732.50

• CFC ANCOP Australia $16,770.54

• Australian Cancer Research Foundation $6,812.63

• CanTeen $6,081.00

• beyondblue $5,824.39

Collectively these charities raised a total of $62,221.06

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 552 entrants donated a total of $11,258.50

funds upon registering.


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Charity


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04 Partners

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2014 was the first year that Westpac were

the presenting partner of The Canberra

Times Fun Run. Westpac are a valued

presenting partner and it was great to have

them across this event, and to complete The

One To Run events

The Westpac SONGFIT app was created for

the event and featured in Westpac’s pre-

event marketing campaigns

Jesinta Campbell was the face of Westpac

for the event and featured in editorial

coverage in The Canberra Times, both in

print and online. Jesinta also warmed up the

runners at the start of the 14km and 10km

events and fired the gun for the 10km.

Westpac sweatbands were also handed out

at the start

On course Wesptac support stations

included a cheer squad, hi-fives for The

Westpac Foundation and the infamous

Westpac misting tunnel. The Westpac

misting tunnel was placed on course for all

runners , including the 5km participants, to

cool off during their run

The Westpac Red Zone was at the finish

area, where Westpac customers and staff

were treated to a VIP experience with

massages, food and drinks available

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Westpac

Image


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Westpac

Logo Partners Page Click Throughs: 18

Website Footer Click Throughs: 422

Results Page Footer Click Throughs: 37

Web Banners

Website Web Banner

Date Added: 29/6/14

Date Removed: 21/09/14

Click Throughs: 1848

Results Page Web/ Banner

Date Added: 07/09/14


Click Throughs: 22


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Westpac

8 Weeks to Go eDM Westpac used their 8 Weeks to Go eDM

to inform runners about the Westpac

SONGFIT App. The App is free to

Westpac customers. The App is designed

for The Canberra Times Fun Run and

runners can run the course listening to

music to motivate them along the way

Sent date: Sunday, July 13

Clicked: 26


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Westpac

2 Weeks to Go eDM The Red Zone was the focus for the 2

Week to Go eDM. The Red Zone is the

Westpac Customer VIP area at the finish

area of the event

Sent date: Sunday, August 25


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Westpac Westpac Web Page The Westpac page on the event website

featured information on fundraising for

the Westpac Foundation, Westpac

Support stations on course and the

SONGFIT app


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Westpac

Countdown Print Ad Appeared in The Canberra Times, Sunday

July 13 on page 10

The Sunday Canberra Times

Readership: * 78,000 (Sunday)

Source: emma™ conducted by Ipsos MediaCT, people 14+ for the 12 months ending June 2014, Nielsen Online Ratings, June 2014, people 14+ only.

^Nielsen Online Ratings, Hybrid, July 2014. ^^Nielsen Market Intelligence, July 2014. ~AppFigures as at end of June 2014.


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Westpac


July 17 on page 36






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Westpac


August 31 on page 34






Sources: *emma™ conducted by Ipsos MediaCT, people 14+ for the 12 months ending July 2014, Nielsen Online Ratings, July 2014, people 14+

only. ^Nielsen Online Ratings, Hybrid, August 2014. ^^Nielsen Market Intelligence, August 2014. ~AppFigures as at end of August 2014

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Westpac

Post Event Wrap Up Appeared in The Canberra Times, Monday

September 8

The Canberra Times

Readership: * 106,000 (Mon-Fri Ave)

Westpac occupied the only quarter page

strip ad on the double page spread that

appeared on page 8 and 9


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Westpac

Editorial Appeared in The Canberra Times,

Wednesday August 20 on page 5. Westpac

received editorial coverage via this story on

Indigenous groups that are participating in

the event to promote healthy lifestyle habits

amongst communities



The article also featured online on The

Canberra Times , SMH, The Age The Brisbane

Times , and WA Today websites




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Westpac Social Posts The Canberra Times Fun Run Facebook

page was used throughout July for

Westpac’s SONGFIT app, encouraging

runners to vote for their favourite song to be

played at the start line warm up

Posts on ambassador Jesinta Campbell

were also shared on the event Facebook

page, providing insight on her top training

tips to prepare for race day. Linking through

to an interview with her on the Canberra

Times Website


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Westpac


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Westpac Westpac produced the following in Branch

collateral promoting their involvement with

the event:

-Poster

- Window decal

- Flyers

- ATM

Poster

Flyer


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Westpac

ATM

Window Decal

Branch Manager

Fundraising Poster

Sticker on

fundraising bucket


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Westpac

Runners Certificate Certificates for runners, volunteers and

participants who raised money for charity

were available on the event website for

download

These certificates were signed on behalf of

James Joyce, The Canberra Times editor

and Jessica Power, State General Manager,

for NSW Regional Westpac Retail and

Business Banking


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Westpac

Finish Tape The finish tape for the event included the

Westpac logo

Pictured Martin Dent, the winner of the 14km

crossing the finish line


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adidas




Web Banners

Website Web Banner

Date Added: 29/6/14


Click Throughs: 248




Click Throughs: 16


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adidas

4 & 2 Weeks to Go eDM adidas promoted their Energy Boost shoe

in their 4 and 2 Week to Go eDM’s and

asked runners to make sure they like their

Facebook page and follow them on

Instagram and Twitter to stay up to date

with all things adidas running

4 Weeks to Go:

Sent date: Sunday, Aug 10

Clicked: 38

2 Weeks to Go:

Sent date: Sunday, Aug 10

Clicked: 28


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adidas

Results eDM adidas used their mention in the CTFR

Results eDM to congratulate runners and

provide one last push for their Energy

Boost shoes!

Sent date: Sunday, September 7

Clicked: 30


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adidas


July 6 on page 36






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adidas








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rebel




Web Banners

Website Web Banner

Date Added: 29/6/14


Click Throughs: 917




Click Throughs: 12


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rebel

6 Weeks to Go eDM rebel used their 6 Weeks to Go eDM to

promote the official event merchandise,

directing people both in-store and online


Clicked: 11


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rebel

1 Week to Go eDM



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rebel


July 20 on page 10






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rebel


July 27 on page 10






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rebel








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rebel

Event Wrap Appeared in The Canberra Times on Sunday

August 3






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rebel Social Posts The Canberra Times Fun Run Facebook

page reminded runners on Friday

September 5 that their race bibs needed to

be picked up from the Rebel Sport Woden

store before Sundays event. This post both

informed runners of these requirements and

provided brand awareness for rebel…both

via social media exposure and having

runners in store to hopefully encourage

purchasing


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Grill’d


Web Banners

Website Web Banner

Date Added: 24.08.14

Date Removed: 07.09.14

Click Throughs: 765


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Grill’d

1 Week to Go eDM Grill’d called out to runners via the 1

week to go eDM to promote their FREE

recovery burger. Encouraging runners to

register via their online form to receive

their voucher on event day


Clicked: 492


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Grill’d

Results eDM Grill’d used their mention in the Results

eDM to congratulate runners and remind

them that they are still able to register for

their FREE recovery burger


Clicked:152


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Free Recovery Burger Grill’d promoted their healthy burgers on

the event home page website via a

slider advertisement

The creative was updated with a week

to go to remind runners to register for

their FREE Grill’d recovery burger

Upload date: Friday, August 15

Clicked: 19

Upload date: Wednesday, August 27

Clicked: 89

Grill’d


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Grill’d Free Recovery Burger Grill’d sent out runners FREE burger voucher

via text message just before midday on race

day, Sunday September, 7. Runners were

directed to claim their e-voucher via the

SMS link, which displayed their voucher bar

code to take into Grill’d restaurants


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Grill’d Free Recovery Burger Promotion for Free Recovery Burger for all

Canberra Times Fun Runners was promoted

on the Grill’d website


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Social Posts The Canberra Times Fun Run Facebook

page featured posts on the Grill’d FREE

recovery burger for runners on both

Monday, August 22 and Saturday, August 27

The post was repeated on Thursday,

September 4 to remind runners to register

With another post after the event

Grill’d


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Rydges


Web Banners

Website Web Banner



Click Throughs: 972


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Rydges

8 Weeks to Go eDM Rydges promoting the ‘ultimate

weekend in Canberra’ in their 8 Week to

Go eDM. Enticing race goers to enjoy

all the city has to offer by making a

weekend out of their race participation

by claiming their special

accommodation rate


Clicked: 9


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Rydges

Results eDM Rydges used their mention in the Results

eDM to promote their Melbourne Cup

day festivities


Clicked: 6


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Rydges Accommodation Page Rydges as hotel partner, promoted their

special room rates to runners via the

accommodation tab on the event

website


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ORIX


Web Banners

Website Web Banner



Click Throughs: 411


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Constant


Web Banners

Website Web Banner



Click Throughs: 425


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Rolfe Motors


Web Banners

Website Web Banner



Click Throughs: 378


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Rolfe Motors

3 Weeks to Go eDM Rolfe called out to runners via the 3

Weeks to go eDM, by voicing their

excitement of again being a sponsor for

the event. Wishing luck to all participants


Clicked: 11


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SKINS

Fundraising Competition Participants who raised over $100 for Charity

had the opportunity to enter and win a SKIN

voucher to the value of $1000

The competition was also promoted in the 8

Week to Go eDM


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SKINS

Social Posts Posted on The Canberra Times Fun Run

Facebook page. Informing participants

who raised over $100 for charity they

could enter the SKINS promotion to win a

$1000 SKINS Voucher


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SKINS

1Week to Go eDM SKINS featured in the 1 Week to Go

eDM to promote the $1000 SKINS

voucher on offer for runners who raised

more than $100 for charity. Entrants

needed to tell SKINS in 50 words or less

the reasons for representing a charity on

their event day run. Participants were

asked to post this via their own

Facebook page with the

@canberratimesfunrun tag before Sept

14


Clicked: 10


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YCRC

6 Weeks to Go eDM YCRC used their 6 Weeks to Go eDM to

promote their training groups, inviting

participants to join in the fun and get

ready



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e-Ticket e-Ticket entry confirm All participants received an eticket. The

eticket confirms their registration into the

event. Westpac, adidas and rebel all

featured on the footer of the eticket


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Canberra Times Fun Run eDM

eDM Footer Westpac, adidas and Rebel featured on

the footer of all Canberra Times Fun Run

eDM’s


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Media Back drop Media Back drop The media backdrop was used at the finish

area for the placegetter presentations. Pat

Carrol had a Q&A with the runners up on

stage whilst the placegetters were given their

prizes and trophy

Westpac, adidas, rebel and Mix 106 all

featured on the media back drop


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Sponsor One Liners The below one liners were read out at the start by the event MC

adidas is all in for running. Visit adidas.com.au to check out the new range of boost footwear

Rebel wishes all runners the best of luck in today’s Canberra Times Fun run. We hope you are in the zone and ready to run

An ORIX Novated Lease can save you thousands of dollars on both the

purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing

START

Grill’d has a simple mission: to make amazing burgers from the freshest, highest quality

ingredients! Find your local Grill’d at www.grilld.com.au

Gatorade – nothing rehydrates, replenishes and refuels better

As the presenting partner, Westpac is proud to support the Canberra Times Fun Run 2014 for the first time, Westpac will be

supporting front runners and fun runners alike throughout their run

Jesinta Campbell, the face of Westpac for the Canberra Times Fun Run will lead the Westpac warm up today. Get

involved!

Look out for the Westpac Support Stations around the course, including the Westpac Misting Tunnel to reenergise you on

your way to the finish line!

Give Westpac’s red hands a high 5 for the Westpac Foundation. For every high 5 Westpac will donate $1

Commit to be fit with the team at Capital Hill Health Club

Feel better that you thought you would at Capital Hill Health Club

Rydges Capital Hill – the perfect place to stay when visiting the nation’s capital

Rolfe Volvo & Jeep proud to be the official vehicle suppliers and supporting our local community. Call in for a test drive at

Botany Street Phillip Rolfe Volvo & Jeep proud vehicle sponsors offering stylish affordable cars with safety beyond stars and the

first class luxury you deserve. Rolfe Motors Phillip. Rolfe Volvo & Jeep offering the luxury you deserve with great performance

and legendary capability, call into Rolfe Volvo & Jeep in Phillip to test drive today

http://adidas.com.au/

http://www.grilld.com.au/


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Sponsor One Liners The below one liners were read out at the finish by the event MC

Need a new pair of runners after today’s run? Head to adidas.com.au for the latest range of boost footwear.

Rebel wants to congratulate all who ran today, whether achieving a personal best or running just for fun!

Rebel’s the place where you will find all your training and fitness needs

An ORIX Novated Lease can save you thousands of dollars on both the

purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing

FINISH

Looking for a post-workout meal? Grill’d uses only the highest quality, freshest ingredients in their burgers;

including 100% grass fed beef & lamb, free from all added hormones, antibiotics and preservatives.

Gatorade – nothing rehydrates, replenishes and refuels better

Westpac congratulates all front runners and fun runners on finishing the 2014 Canberra Times Fun Run

Westpac customers, come and join the after party in the Westpac Red Zone

Commit to be fit with the team at Capital Hill Health Club

Feel better that you thought you would at Capital Hill Health Club

Rydges Capital Hill – the perfect place to stay when visiting the nation’s capital

Rolfe Volvo & Jeep proud to be the official vehicle suppliers and supporting our local community. Call in for a test drive at

Botany Street Phillip Rolfe Volvo & Jeep proud vehicle sponsors offering stylish affordable cars with safety beyond stars and the

first class luxury you deserve. Rolfe Motors Phillip. Rolfe Volvo & Jeep offering the luxury you deserve with great performance

and legendary capability, call into Rolfe Volvo & Jeep in Phillip to test drive today

http://adidas.com.au/


05 Merchandise

86

In 2014 there were 2 different styles of merchandise available for men and women; a singlet and t-shirt.

The women’s range included a solar blue singlet with bahia coral stripes and a bahia coral t-shirt with solar blue

stripes. The men’s range included a solar slime singlet with night blue stripes and night blue t-shirt with solar slime

stripes.


Merchandise

Volunteer/Marshal/Event Crew Tees

The red and yellow

volunteer/marshal/event crew shirts

worked well this year and were

very recognisable and easy to see

on course.

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2014 Merchandise Statistics

Merchandise

Name Gross price Sale price Size Colour Stock

Total Sold

Online

Total Online

Revenue

Stock Post-

Event

Cap 24.99 24.99 NA White 50 20 $549.78 23

Men's Response S/S Tee $49.99 25.00 S Night Blue 32 9 $324.94 23

Men's Response S/S Tee $49.99 25.00 M Night Blue 55 18 $749.85 32

Men's Response S/S Tee $49.99 25.00 L Night Blue 61 19 $824.84 38

Men's Response S/S Tee $49.99 25.00 XL Night Blue 32 16 $649.87 9

Men's Response Singlet $44.99 22.50 S Solar Slime/Night Blue 31 6 $247.45 25

Men's Response Singlet $44.99 22.50 M Solar Slime/Night Blue 46 9 $292.44 45

Men's Response Singlet $44.99 22.50 L Solar Slime/Night Blue 72 6 $224.95 64

Men's Response Singlet $44.99 22.50 XL Solar Slime/Night Blue 0 0 $0.00 0

Women's Response Cup Tank $44.99 22.50 XS Solar Blue/Bahia Coral 75 7 $247.45 66

Women's Response Cup Tank $44.99 22.50 S Solar Blue/Bahia Coral 39 12 $382.42 27

Women's Response Cup Tank $44.99 22.50 M Solar Blue/Bahia Coral 46 15 $494.89 27

Women's Response Cup Tank $44.99 22.50 L Solar Blue/Bahia Coral 16 7 $224.95 8

Women's Response Cup Tank $44.99 22.50 XL Solar Blue/Bahia Coral 6 3 $67.49 2

Women's Response S/S Tee $49.99 25.00 XS Bahia Coral/Solar Blue 15 2 $49.99 12

Women's Response S/S Tee $49.99 25.00 S Bahia Coral/Solar Blue 43 9 $324.94 33

Women's Response S/S Tee $49.99 25.00 M Bahia Coral/Solar Blue 55 12 $474.91 41

Women's Response S/S Tee $49.99 25.00 L Bahia Coral/Solar Blue 45 2 $74.99 37

Women's Response S/S Tee $49.99 25.00 XL Bahia Coral/Solar Blue 23 4 $174.97 15

Total 742 176 $6,381.07 527


06 Marketing

Strategy

89

Overview

The Canberra Times Fun Run presented by Westpac returned for its 39th year in

2014 as part of ‘The One to Run’ series. This landmark series of runs are

positioned as the running event of choice in a cluttered events environment.

The campaign targeted both mass markets and direct consumer channels

with an objective of raising money for charity, promoting a healthy lifestyle

and increasing the level of interest in running.

The communications strategy for The Canberra Times Fun Run presented by

Westpac took a holistic approach through an integrated marketing

campaign spanning print, online, radio and social via Fairfax’s extensive

media platforms, sponsor channels and various third party mediums.

Objectives

Raise awareness of the event

Drive entries from local and interstate markets

Leverage The Canberra Times brand

Position as The One to Run

Raise funds for charity

Delivery The campaign utilised multiple platforms to deliver a strong and consistent

message throughout a 12 week period. National reach was achieved via the

Fairfax print and digital networks, event website, electronic & direct mailing,

media partners, radio, TV, social media partners, sponsors, third party

databases and the Every Day Hero fundraising network.


90

Campaign Marketing Campaign

The Canberra Times Fun Run marketing campaign was

executed in the following stages:

Stage 1: Special launch offer, open – 25 Feb

Stage 2: Early bird entries, 26 Feb – 24 June

Stage 3: Standard entries/Entries filling fast, 25 June – 26 Aug

Stage 4: Late entries/Last chance to enter, 27 Aug – 6 Sept

Logo

A new logo was designed using the new campaign strap line

‘The One To Run’


91

Press The Canberra Times Fun Run presented by Westpac was promoted extensively in The Canberra Times. All press

advertisements were designed by the Fairfax Media. The ads featured the event logo with ‘The One to Run’ tagline and

several hero images featuring fancy dress participants and a variety of runners. The imagery used encapsulates the

essence of the fun community spirit, the enjoyment of the event and the iconic Canberra landscape.

The event was promoted extensively 2014 as part of ‘The One to Run’ series. This landmark series of runs are positioned

as the running event of choice in a cluttered events environment.

Special launch offer - full page press ad


92

Press

Early bird entries – quarter page press ad

Early bird filling fast – quarter page press ad


93

Press

Last chance entry offer – half page press ad


94

Countdown Advertising The Canberra Times Fun Run presented by Westpac full page countdown press ads were included in every Sunday edition

of The Canberra Times or a ten week period.


95

Countdown Advertising


96

Countdown Advertising


97

Press Schedule

DATE SIZE VALUE

April 14 Quarter page strip $3506.08

Jun 29 Full page $16,663.02

July 6 Full page $16,663.02



July 15 Half page horizontal $6913.98


July 30 38x7 $8659.36

August 2 38x7 $10511.10

August 6 28x11 $6512.16

August 10 Full page $16,663.02

August 13 10x11 $2647.00

August 14 10x11 $2647.00

August 15 10x11 $2647.00

August 15 28x11 $6512.16

August 16 2 x Full page $33326.04



August 26 2 x Full page $33326.04

August 29 Quarter page strip $3506.08

August 30 Half cover wrap $15,148.20

August 30 7x11 $2344.15


September 2 7x11 $2003.04



September 8 Full page $13,581.04

TOTAL VAUE $301,754.57


98

Media coverage Widespread media coverage was generated for The Canberra Times Fun Run presented by Westpac via interviews with

Westpac ambassadors and race participants.

57 media stories were generated across TV, print and radio, with the majority of coverage in The Canberra Times. The

breakdown is below:

• Print: 30

• TV: 2

• Radio: 25

The total PR value of all media coverage generated for this event was $386,247.

The total reach number of media coverage for this event totalled 1,420,460.

Event highlights include Prime7 Canberra Event coverage and post race interviews with Westpac Ambassador Jesinta

Campbell, Katy Gallagher and race winners. In addition to the following:

Editorial highlight

Interview and photo shoot with GWS Captain and former

Canberran Phil Davis

22 August, 2014


99

Editorial highlight

Photograph of ACT Chief Minister, Katy Gallagher “In training”

pre-event to drive last minute entries

06 September, 2014

Media coverage


100

Image


101

WEEKS TO GO –

EDM NUMBER

SEND

DATE

MAILING

LIST

TOTAL

TOTAL OPEN

RATE

TOTAL OPEN % TOTAL CLICK

THROUGHS

TOTAL CLICK

THROUGH

10 WEEKS 29/6/14 642 1034 161.06% 63 8%

Homepage 9

Merchandise 36

Raising money 1

Facebook 17

8 WEEKS 13/7/14 910 1249 137.25% 133 12.3%

Course details 84

Corporate teams 4

Westpac 26

Facebook 10

Rydges 9

6 WEEKS 26/7/14 1064 542 50.94% 96 9.02%

Register now 42

Merchandise 26

Fundraising tips 11

Rebel Sport 11

Facebook 6

4 WEEKS 10/8/14 1518 747 49.21% 71 4.68%

adidas Boost 38

Fundraising tips 16

Competitions 17

Raising money 0

3 WEEKS 17/8/14 1797 1137 63.27% 171 9.52%

Merchandise 143

Fundraising tips 17

Volvo 11

Online


102

WEEKS TO GO – EDM

NUMBER

SEND

DATE

MAILING

LIST

TOTAL

TOTAL OPEN

RATE

TOTAL OPEN % TOTAL CLICK

THROUGHS

TOTAL CLICK

THROUGH

2 WEEKS 25/8/14 2411 1478 61.30% 402 16.67%

Race info 239

Phil Davis prep 135

adidas Boost 28

1 WEEK 30/8/14 2411 1478 61.30% 402 16.67%

Grill’d 492

Traffic/Transport 301

Bib collection 119

SMS 52

Merchandise 46

iTabs 25

Competitions 10

Entry details 2

CONGRATULATIONS 7/9/14 3211 2190 68.20% 2487 77.45%

Results 1932

Marathon photos 194

Grill’d 152

iTabs 49

Canberra Times 41

2015 entry details 41

Adidas 30

Run Sydney 18

Everyday Hero 13

ARF 10

Rydges 6

Raising money 1

Online


103

Countdown eDM’s

6 week countdown eDM




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Countdown eDM’s


1 week countdown eDM Congratulations eDM


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Digital advertising Digital advertising ran across canberratimes.com.au with varying messaging. These included including homepage RHS tiles, shoestring, sports page tiles, homepage heroes and mobile. Digital ads were also displayed across Fairfax networks, targeted at ACT, focusing on a final entry push in the last 2 weeks of the marketing campaign. Live: 28 Aug – 6 Sept Impressions: 1,280,920 Clicks: 172 Value: $12,836.84

Canberratimes.com.au

Homepage right hand side tile

Canberratimes.com.au Sports page tile


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Social Media

Weekly organic and paid social media posts were executed through the Fun Run and Canberra Times Facebook page within the 12 week campaign period. The Fun Run Facebook page was promoted through eDM communication, event website, media partners and sponsors to increase traffic, reach and awareness.

Handle: @CanberraTimesFunRun

Likes: 2,577

Hashtag: #CTFR


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Social Media Handle: @CanberraTimesFunRun

Likes: 2,577

Hashtag: #CTFR


109 109


Likes: 2,577

Hashtag: #CTFR


110 110


Likes: 2,577

Hashtag: #CTFR

Top posts


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Likes: 2,577

Hashtag: #CTFR

Promotional ads and promoted posts focused on a final entry push in the last 2 weeks of the marketing campaign. Live: 28 Aug – 6 Sept Impressions: 355, 391 Clicks: 4,043 Click Through Rate: 1.14% Cost Per Click: $0.67 People taking action: 2,036 Page Likes: 262 Value: $2,715.05

Facebook right hand side ad


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Image


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Runners’ Guide


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Runners’ Guide


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07 Media Partners

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RADIO

Mix 106.3 Canberra FM were secured as media

partner to promote the event and drive

entries.

Over a 3 week period from 18 August until 7

September the following campaign was

implemented:

Minimum 80 promo spots, either live reads

or pre-recorded ad’s, across breakfast,

morning, afternoon and drive shows

Radio interviews with race participants,

ambassadors and winners

Logo and event listing on website

homepage, www.mix106.com.au

Social media promotion

Mix 106.3 promo van & staff at adidas 5k

start line giving away balloons

Music stations throughout the adidas 5k

course

http://www.mix106.com.au/


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Image


08 Website

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Website

Sessions and Pages/Session by Source/Medium


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Website Sessions by Device Category Sessions by Browser

New Visitor


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Website


09 Registrations Pricing Structure

2014 Start Groups and Locations

The start groups for the Canberra Times Fun Run are split into order of speed, here

is a brief description of each start group:

• Elite Wheelchair Athletes - For athletes using racing wheelchairs, no hand cycles

permitted, who will complete the course sub 38mins.

• 14km Seeded Start - For runners who aim to gain a place in the top 20 only (by

invitation only).

• 14km Fun Run - For all runners who wish to run the 14km course.

• Gold Charity - For entrants who want to make

fundraising the focus of their event experience.

• 10km Seeded Start - For runners who aim to gain a

place in the top 20 only (by invitation only).

• 10km Fun Run – For all runners who wish to run the

10km course.

• Adidas 5km Fun Run/Walk – For friends and families

to enjoy together and encourage community

involvement.?

Race Start Time Location

14km 8:00am Yamba Drive

10km 8:30am Yamba Drive

5km 9:30am Dairy Road

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Corporate Teams Corporate Teams The Corporate Teams Program is designed to provide registration assistance to team managers, as well as offering the opportunity to organise a post event retreat for fellow team members within the finish area. Corporate Teams Package Options This exciting initiative has three different team registration packages available for purchase which provide various levels of support to team managers throughout the entry process. Benefits of these packages include options such as pay later functionality, regular event updates and continual support during the team set-up.

Breakdown of Packages Purchased

Platinum 1

Silver 0

Standard 3

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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 over 6% of participants purchasing them.

Technology Innovations

Event Day Results SMS The event day results SMS was available for purchase again in 2014 with just over 23% opting to purchase

this in the registration process. On event day as participants crossed the finish line they received the

following text message;

‘Congratulations #Frankie on finishing the 2014 Canberra Times Fun Run in a time of 01:02:49. 2015

entries open later today at canberratimesfunrun.com.au’

Facebook Sign Ups In 2014 no participants opted to have the event plug into their Facebook, posting when they reached

various check points along the course, along with the standard start and finish line post.

Race Bib Collection SMS

With participants coming to collect their race packs from the Race Pack Collection Point, participants received an SMS containing their race bib number and collection details;

‘Hi Frankie (bib: 14km 1902) The Canberra Times Fun Run presented by Westpac bib collection is: Sat Aug 6, 9am-5pm, Rebel Woden, Keltie St, Phillip’

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10 Winners Results

14km Fun Run

Place First Name Surname Net Time State

1 Martin Dent 43:34 ACT

2 Rowan Walker 44:05 ACT

3 Gemechu Woyecha 45:57 ACT

4 Reece Edwards 47:22 ACT

5 James Minto 47:26 ACT

6 Scott Imhoff 48:13 ACT

7 Michael Daly 49:05 ACT

8 Gareth Bannon 49:34 ACT

9 Nicholas O’Neill 50:44 ACT

10 Anthony Kennedy 51:00 ACT


1 Claire Ashworth 49:10 ACT

2 Kelly Varey 53:57 ACT

3 Jodie Barker 54:38 ACT

4 Mel Criniti 55:33 NSW

5 Kylie Malone 56:34 ACT

6 Sharin Milner 58:23 ACT

7 Angie Coleman 59:10 ACT

8 Kate Chipperfield 59:28 ACT

9 Hannah Lipshut 1:00:18 ACT

10 Cherie Huxley 1:00:19 ACT

Top 10

Males

Top 10

Females


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Winners Results

Place First N1ame Surname Net Time State

1 Bradley Croker 30:52 ACT

2 Joshua Johnson 31:41 NSW

3 Joshua Torley 32:27 ACT

4 Barry Keem 32:55 NSW

5 Adam Rudgley 33:27 ACT

6 Ken Gibson 33:55 ACT

7 Thomas Brazier 34:12:21 ACT

8 Bruce Graham 34:12:26 ACT

9 Ben Watson 34:19:25 ACT

10 Jack Bigmore 34:19:61 ACT


1 Leanne Pompeani 36:18 ACT

2 Fleur Flanery 36:35 NSW

3 Alexandra Grant 36:45 ACT

4 Sarah McRae 36:52 ACT

5 Angela Bateup 36:56 NSW

6 Fiona Yates 37:45 NSW

7 Jane Livingstone 37:48 ACT

8 Keely Small 38:05 ACT

9 – registered twice Kaitlin Young 38:50 ACT

10 Jacinta Bill 39:29 ACT

10km Fun Run

Top 10

Males

Top 10

Females


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Winners Results

5km Fun Run

Top 10

Males

Top 10

Females

Place First N1ame Surname Net Time State

1 Yosef Gemechu 15:55 ACT

2 Travis Ey 16:05 ACT

3 Simon Carter 17:37 ACT

4 Peter Zygadlo 17:53 ACT

5 Ede Levin Warneke 18:00 ACT

6 Jack Wallis 18:08 ACT

7 Owen Thomas 18:31 ACT

8 Callum Burns 18:40 ACT

9 Martin Coates 18:43 ACT

10 Jack Gooday 18:57 ACT


1 Claire Ashworth 17:56 ACT

2 Sarah Marvin 19:20 NSW

3 Jordyne Rauter 19:47 ACT

4 Nicola Torley 20:15:17 ACT

5 Marie Celie Warneke 20:15:38 ACT

6 Stephanie Torley 20:16 ACT

7 Elizabeth Henderson 20:27 ACT

8 Jo Cope 20:43 NSW

9 Rachel Faulkner 21:06 ACT

10 Charlotte Garner 21:47 NSW


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Finish Times

0

10

20

30

40

50

8:4

3

8:4

8

8:5

2

8:5

6

9:0

0

9:0

4

9:0

8

9:1

2

9:1

6

9:2

0

9:2

4

9:2

8

9:3

2

9:3

6

9:4

0

9:4

5

9:5

0

9:5

8

10

:04

14km Fun Run

0

20

40

60

80

9:0

0

9:0

4

9:0

8

9:1

2

9:1

6

9:2

0

9:2

4

9:2

8

9:3

2

9:3

6

9:4

0

9:4

4

9:4

8

9:5

2

9:5

6

10

:00

10

:04

10

:08

10

:13

10km Fun Run

0 20 40 60 80

9:4

5

9:4

9

9:5

3

9:5

7

10

:01

10

:05

10

:09

10

:13

10

:17

10

:21

10

:25

10

:29

10

:33

10

:37

10

:43

10

:49

11

:15

5km Fun Run


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11 Repucom Survey

Post Event Survey Participants received a survey via eDM sent

to them on the Tuesday after event day.

Runners were encouraged to take the survey

giving them a chance to win a $200 pair of

adidas running shoes

Sent date: Tuesday, September 9


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Fairfax Events

1 Darling Island Road, Pyrmont NSW 2009 Australia

www.canberratimesfunrun.com.au

[email protected]

Documents

Canberra Times Fun Run 2014 Event Report