sponsorship report 31 st AIDS Walk Boston & 5K Run
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sponsorship report
31st AIDS Walk Boston & 5K Run
age & gender
2016 Sponsorship Report
table of contents
2016 event overview
AIDS Walk Boston & 5K Run
contents
summary
sponsors
media (news coverage)
media (website and social media)
advertising
incentives & promotions
participant demographics
2016 Event Success:
8,000 + participants, 274 teams, 15 sponsor teams
Introduced a new layout at the DCR Hatch Memorial Shell, increasing sponsor and Wellness Festival visibility, making it easier for participants to interact with vendors
Successful Macy’s Match, TJX Run Match, JetBlue Airfare Giveaway, and Hamilton Challenge campaigns
Bette Byrnes Award was received by Inez Folsom, a mother who lost her son to the HIV/AIDS epidemic and is passionate about HIV/AIDS education
Harold du Four-Anderson received the Heroes in Action Award, an annual award that celebrates the work of public health officials, medical professionals, grassroots activists, and fundraisers who have worked across communities to improve the health and quality of life for those living with HIV/AIDS and have inspired others to do the same
Held the first ever open race, allowing all gender identities to not only participate, but compete in winning categories, in the 5K
Outreach to AIDS Action Supporters and Examples of Sponsor Logo placement:
AIDS Walk Boston & 5K event website (110,000+ views since January 1, 2016 – largely making it the most viewed AIDS Walk Boston website in the history of the walk)
MBTA advertising campaign (790 pieces – over 20 million total media impressions)
Event postcards (2,000 distributed)
Save the Date Magnet mailer (7,536 distributed)
Marketing posters (thousands distributed across Greater Boston)
18 pre-event emails sent to the AIDS Walk Boston and AIDS Action list-serv (183,722 total emails sent)
Day of event program distributed to corporate sponsors, volunteers, runners, and walkers
Day of event acknowledgement from stage
Sponsor logos and top teams scrolling on oversized projection screen
Day of event tent/booth with banner placement
Event t-shirts, including staff, volunteers, and incentive (1,000 distributed)
Runner Cinch Bag
VIP Breakfast email invite included sponsor logo and listings (500+ distributed)
Facebook daily total reach during January 1, 2016 - June 30, 2016 (137,907 people)
Twitter reach during January 1, 2016 – June 30, 2016 (154,130 people)
Special thanks to our 2016 AIDS Walk Boston sponsor teams:
Abt Associates
EMD Serono Red Ribbon Relay
GPC/ONE
JetBlue Crew
Patriot Care
Planned Parenthood League of Massachusetts
Macys
Team Macy's - Braintree
age & gender
2016 Sponsorship Report
summary
2016 event overview
Team Macy's - Burlington
Team Macy's - Cambridge
Team Macy's - Saugus
Team Macy's Boston
Team TJX
Walgreens
Yelp Boston
AIDS Walk Boston & 5K Run at a glance
age & gender
2016 Sponsorship Report
sponsors
2016 event overview
AIDS Walk Boston & 5K Run event sponsors and wellness festival vendors
Whole Foods Market wellness festival vendors
event program
logo placement
Sponsor logos were prominently displayed on posters at the VIP
breakfast and registration tents (left) and also scrolled across
the oversized projection screen above the stage at the DCR Hatch
Memorial Shell. In addition, sponsor logos and names were listed
on the back of the program book and the site map (below), as
well as the AIDS Walk Boston website, MBTA advertisements,
event postcards, participant incentives, email communications,
and the official AIDS Walk Boston & 5K Run press release.
age & gender
2016 Sponsorship Report
media
2016 event overview
AIDS Walk Boston & 5K Run news coverage: online, print, and television
June 3, 2016 Edge Media Networks posted information about AIDS Walk Boston & 5K Run on a number of their news sites, “June 5 Marks Boston AIDS Walk and 5K Run”
(Posted on: EDGE, EDGE Ft. Lauderdale, EDGE Palm Springs, EDGE Las Vegas, EDGE Washington, EDGE Fire Island, EDGE Dallas, EDGE Chicago, EDGE New York City, EDGE Provincetown, EDGE Las Angeles, EDGE Miami)
May 31, 2016 NECN’s The Take with Sue O’Connell, “Lacing up for the AIDS Walk” (Interview with Gary Bailey) http://www.necn.com/news/new-england/NECN_053116_TheTakeSegmentC_6pm_NECN-381455751.html
May 31, 2016 OUTTAKE Blog, “Massachusetts LGBT Events” http://blog.outtakeonline.com/2016/05/massachusetts-lgbt-events.html
May 24, 2016 Bay Windows editorial, “Help AIDS Action end HIV stigma” http://www.baywindows.com/Help-AIDS-Action-end-HIV-stigma
May 18, 2016 Carl Sciortino spoke to Boston Herald Radio about the HIV epidemic and the upcoming AIDS Walk & 5K Run http://www.bostonherald.com/news/local_coverage/2016/05/mass_marks_progress_in_hivaids_fight
May 13, 2016 Boston Neighborhood Network News interview with Keith Orr https://www.youtube.com/watch?v=41SPBTghvAg
May 12, 2016 Providence Journal, “Fundraising Events” http://www.providencejournal.com/article/20160512/ENTERTAINMENTLIFE/160519742
May 11, 2015 WGBH News, “The AIDS Walk: More Than 30 Years Later, Why It Still Matters — Especially For Black, Gay Men” oped by Gary Bailey http://news.wgbh.org/2016/05/11/local-news/aids-walk-more-30-years-later-why-it-still-matters-especially-black-gay-men
May 5, 2016 WCVB, “Sunday, June 5, 2016 AIDS Walk & 5K Run” http://www.wcvb.com/health/-sunday-june-5-2016-aids-walk-5k-run/39361108
May 3, 2016 The Rainbow Times, “AIDS Walk & 5K Run Boston to Take Place on June 5” http://www.therainbowtimesmass.com/aids-walk-5k-run-boston-take-place-june/
May 3 – 4, 2016 Our PR Newsweb release, which included the names of our sponsors, was picked up by a number of online news outlets. Here’s the release and a list of pick-ups is below: http://www.prweb.com/releases/2016/05/prweb13388986.htm (Posted on: PRWeb, StreetInsider.com, Houston Chronicle Online/chron.com, seattlePI.com, The Advocate Online, San Antonio Express-News Online, San Francisco Chronicle Online, Benzinga, Review Seeker, State Journal Online, k5thehometeam, Times Union Online, San Antonio Express-News Online, Biz Wire Express, Bio-Medicine, WLTZ-TV Online, KOLD-TV Online, WFMJ-TV Online, WMC-TV Online, KOAM-TV Online, KHNL-TV Online, KXMD-TV – Online, WFLX-TV Online, WALB-TV Online, KCEN-TV Online, KNDO-TV – Online, USI-TV Online, WECT-TV Online, WAFF-TV – Online, WFIE-TV Online, KFJX-TV Online, KUAM-TV Online, WVNS-TV Online, WAVE-TV Online, KLTV-TV Online, WDAM-TV Online, KCBD-TV Online, KLKN-TV Online, KSLA-TV Online, KRHD-TV Online, WCSC-TV Online, KEYC-TV Online)
media hits
200,064 combined readership of all
Edge Media Network websites that posted regarding AIDS Walk Boston
32,465,329
combined readership of all outlets that picked up the
AIDS Walk Boston & 5K Run press release
In addition to the media attention
the 31st AIDS Walk Boston & 5K Run
received leading up to the event, day
of coverage was provided by our
media partners: WCVB-TV (Channel 5
News), Kiss 108, JAM’N 94.5, and
101.7 The Bull. Articles were also
published in the days following the
walk, including a front page story in
Bay Windows, a New England based
newspaper that caters to our lesbian,
gay, bisexual, and transgendered
communities.
walk exposure
age & gender
2016 Sponsorship Report
media
2016 event overview
AIDS Walk Boston & 5K Run website and social media: twitter, facebook, and instagram
AIDS Walk Boston
website
www.aidswalkboston.org
109,855 views as of
June 15, 2016
Twitter served as a powerful
communication tool for AIDS Walk
Boston, with 4,599 followers. We
averaged 847 daily impressions from
January 1st through June 30th, however
that number increased to 1.1K
impressions three months before the
walk. The month before AIDS Walk
Boston & 5K Run, when we began
thanking sponsors for their incredible
support on social media, our twitter
feed was averaging more than 2K
impressions per day.
155K+
impressions made on twitter from January 1st through June 30th
In addition to being a wonderful way to
engage with our participants and help
them fundraise, Facebook became a
new avenue for AIDS Walk Boston to
advertise. We ran four advertisements
(walk recruitment, run recruitment,
targeted run recruitment, and the
Hamilton Challenge) reaching nearly
8,000 people. The AIDS Walk Boston
Facebook page has 4,336 likes and 18
reviews culminating in a 4.9 (5 star)
rating. From January 1st to June 30th, we
had a total reach of 137,907 people.
impressions made on facebook from January 1st through June 30th
399,295
The 31st AIDS Walk Boston & 5K Run
saw our return to Instagram, with
more than 60 posts regarding
fundraising efforts, participant
incentives, promotions, and the
walk itself. Instagram will become a
broader part of the AIDS Walk
Boston social media plan for 2017,
given its promise as tool to engage
younger demographics and help
bring the next generation of
HIV/AIDS activists into the AIDS
Walk Boston community.
@aidswalkboston #AWB5K #aidswalkboston
@AIDSWalkBoston
@aidswalkboston #AWB5K #aidswalkboston #IWalk
age & gender
2016 Sponsorship Report
advertising
2016 event overview
AIDS Walk Boston & 5K Run event advertising: mbta, postcards, and posters
event postcards
mbta ads
walk & run posters Thousands of posters were downloaded and distributed
across Boston, including customized ones for teams.
More than 2,000 postcards with event details, sponsor logos, and promotions
were mailed out and distributed at outreach events and fundraisers promoting
AIDS Walk Boston & 5K Run. Sponsors at the 15K+ level were given logo
placement on the event postcards.
2016 saw the largest OOH advertising campaign ever launched
by AIDS Walk Boston & 5K Run, creating more than 20 million
impressions across greater Boston in just over 8 weeks.
Sponsors at the 5K+ level were included in the campaign.
2,000+ distributed
20,514,880 impressions
age & gender
2016 Sponsorship Report
incentives & promotions
2016 event overview
AIDS Walk Boston & 5K Run participant incentives and event promos
event
promotions
AIDS Walk Boston & 5K Run
successfully implemented a number of
promotions from January through June
to motivate participants to sign up and
actively fundraise for the walk. We
would like to give an enormous thank
you to Macy’s, JetBlue, and The TJX
Companies for their sponsored
promotions, the: Macy’s Match, TJX
Run Match, and JetBlue Airfare
Giveaway. In addition to our sponsored
promotions, we also ran the 3 Day
Challenge and the Hamilton Challenge.
Each promotion was advertised on
AIDS Walk Boston & 5K Run social
media profiles (Facebook, Twitter,
Instagram), in email communications,
as well as the scrolling banner across
the top of the event website.
participant
incentives
3,700 produced
Throughout the season, AIDS Walk Boston & 5k Run produced 5 different incentive products that participants could receive
through their fundraising efforts. 4 of the 5 items were earned by hitting a particular milestone: Tote Bag - $100, T-Shirt -
$300, Water Bottle - $1,000, Hat - $2,500. The Cinch Bag was given to all runners who participated in the 5K and paid the
$35 run registration fee. In addition to these incentives, 4 other t-shirts were created: employee, staff, volunteer, and course
marshal (obey me). Sponsor logos were placed on all t-shirt types as well as the runner’s cinch bags (commensurate with
sponsorship level – 10k+ and 15k+ respectively). Left over incentives will continue to be used to promote AIDS Walk Boston &
5K Run, AIDS Action Committee, and our sponsors throughout the year.
Age and gender demographic trends for the 31st AIDS Walk Boston & 5K Run were generally consistent
across all four participation categories. In order to be more socially inclusive, 2016 saw the removal
of gender as a required registration field with the first ever open race, allowing participants who did
not wish to identify their gender, or have a gender identity other than cisgender, to register as a
walker, runner, virtual walker, or volunteer.
stats & facts
age, gender, location & industry
2016 Sponsorship Report
massachusetts
participant origins
95% massachusetts
2% new
hampshire
1% rhode island
2% other
AIDS Walk Boston & 5K Run
participant origins
note: there were no registered participants
from the berkshire region of massachusetts
boston
are aware of corporate sponsor logos on walk ads, posters, and more.
92%
85%
88%
agree that they look forward to visiting sponsor and vendor tents following AIDS Walk Boston & 5K Run. Wellness Festival and vendor participation continue to increase year after year.
agree that they are more likely to patronize a business because of their support of AIDS Walk Boston & 5K Run and AIDS Action Committee.
sponsorship reach
participant testimonials
getting involved
teams & industries AIDS Walk Boston & 5K Run teams were sorted into divisions based on their connection with groups or industries. The top 3 participating team types were: Healthcare Organizations, Corporate Sponsors, and Finance, Insurance, & Accounting.
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