Swan River Run 2015

Fairfax Events I Swan River Run Sunday 26 July 2015

Event Report 2015




Contents 00 01 Introduction & Thanks

02 Our Audience

03 Charity

04 Partners

05 Marketing Strategy

06 Media Partners

07 Registration

08 Hospitality

09 Winner Results

10 Participant Survey Results

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Thousands descend on Perth’s Foreshore for Swan River Run

Nearly 4,000 runners participated in the 2015 WAtoday Swan River Run presented by Westpac, raising more than $105,000 for over

350 charities around Australia.

In an event first, runners were encouraged to leave their headphones at home as live entertainment played across the 14km and

5km courses. Showcased by Hot Dub Time Machine who motivated runners with tunes on the track from the 80’s, 90’s and now,

Perth’s inaugural Run Out Loud event has been deemed a huge success. Other live entertainment included Perth’s Australian

Army Band, Mucho’s Mariachi bringing a small piece of Mexico to the Swan River foreshore as well as ‘None the Less’ – one of

Perth’s favourite Stereosonic DJ’s.

In the elite waves, Stuart Caulfield from South Perth crossed the finish line first in the men’s field in a time of 44:06. Chris O’Neill

from West Perth came in second and James McIntyre from Mount Lawley third with times of 44:54 and 45:05 respectively.

The first female across the finish line was Rochelle Rodgers from Thornlie who ran a time of 51:26. Second and third was former

Olympian Sarah Jamieson and Angie Ross from Subiaco who closely followed with times of 53:13 and 55:20.

In the 5km field, Marc See from Scarborough finished first in the men’s field with a time of 15:18 while Malanie Black from F loreat

took out the women’s race in a time of 19:02. Matthew Ramsden from Cooloongup and Liam Jason from Marmion finished

second and third respectively in the men’s 5km with Hannah Castle from Subiaco and Rachel McCormich from Nedlands second

and third in the women’s 5km.

Two elite wheelchair athletes Nigel Young and Justine Dawson also competed in the 5km race finishing with times of 17:19 and

20:56 respectively.

A full list of results will be available tonight via www.swanriverrun.com.au.

The WAtoday Swan River Run raised much needed funds for over 350 Australian charities including Senses Australia, Cure Brain

Cancer Foundation, Breast Care WA and the Leukaemia Foundation. At the 5.5km mark, runners were encouraged to join

Westpac in showing support for the Westpac Lifesaver Rescue Helicopter Service of WA by participating in a short dash for cash.

Nick Fahy, State General Manager WA, Westpac Retail & Business Banking, said:

“Westpac is very proud to have again played the part of presenting partner to help deliver the WAtoday Swan River Run to Perth.

The turn out from the community, their spirit on course and collective efforts in raising funds and awareness for various causes was

an inspiration. We hope our own commitment to the Westpac Lifesaver Rescue Helicopter Service of WA will help make a big

difference to continue its great work in our community. Congratulations to all who participated on Sunday,” said Mr Fahy.

Fairfax Events General Manager Lisa Dowsett said: “This event is a must for Perth’s running community as well as the general

public who want to enjoy music and fitness while taking in some of the most spectacular views in Perth. We’d like to extend a big

thank you to everyone who participated in today’s run. Once again we are overwhelmed by your support and for the money

raised.”

01 Introduction &

Thanks

http://www.swanriverrun.com.au/


The Start Area Both the 14km and 5km events started on Governors Avenue, with the Start Event Village being held in the Supreme

Court Gardens. This year Internationally renowned DJ, Hot Dub Time Machine pumped up participants for the race by

playing a range of music across the eras. Participants received free Westpac Run Out Loud headbands by

cheerleaders and were warmed up with the free coffee in the Event Village and by five finger flames as they ran

through the start line.


The Course – 14km

The 14km course started on Governors Avenue (next to the Supreme Court Gardens). Runners then ran past Langley

Park to Point Fraser, before turning around and heading back along Riverside Drive.

They then continued down Mounts Bay Road, and turned up the hill into Kings Park. There participants were greeted

with spectacular views of the city, before heading back down the hill and finishing along the Swan River on Hackett

Drive.


The Course – 5km

Starting at the same location as the 14km course, the 5km race left Governors Avenue and turning right on to Mounts

Bay Road.

Runners continued down Mounts Bay Rd running along the Swan River, before turning left onto Hackett Drive and

finishing in front of the University of Western Australia.


Finish Line & Event Village

Both the 14km and 5km races finished on Hackett Drive, next to picturesque Swan River. This year, Ministry

of Sound DJ’s Goodwill and Duncan provided race commentary, as well as tunes to get runners over the

finish line.

After the race, participants were encouraged to relax and unwind in the Event Village on Riley Oval at the

University of Western Australia. The Event Village hosted various VIP areas, sponsor activations and food

and beverage vendors. Goodlife Health Club provided a warm down for participants and event

presentations and sets from a well known local Funk group, Stratosfunk took place on the main stage.

A free shuttle service was also provided to participants heading back into the City after the event.


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02 Our Audience

Overseas Entrants

Canada China France Germany Ireland

Italy Japan Malaysia New Zealand Saudi Arabia

Scotland Singapore Sweden Sweden UK

USA Vietnam

ACT NSW QLD SA VIC

Interstate Entrants


Our Audience

0

50

100

150

200

250

300

350

400

00 -12 13 -15 16 -19 20 - 29 30 -39 40 - 49 50 - 59 60 - 69 70 - 79

Entries by Age Division

Male

female

14km Entrants. Starter, Finisher Comparison

Total Entrants 2,110

Total Female Entrants 1,197

Total Male Entrants 913

Total Finishers 1,752

Female Finishers 986

Male Finishers 766

5km Entrants. Starter, Finisher Comparison

Total Entrants 1,594

Total Female Entrants 1,036

Total Male Entrants 558

Total Finishers 1,322

Female Finishers 852

Male Finishers 470


Our Audience

Female 56%

Male 44%

14 km

Female 64%

Male 36%

5 km



03 Charity

Charity Program

Online Fundraising System

everydayhero (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. everydayhero

would then sign up the charity.

This year, The WAtoday Swan River Run presented by Westpac provided entrants with the option of a one off donation

during the registration process. In total this donation raised $14,382.00 for our selected charities.

Upon combining this with all funds raised through everydayhero donation pages, $114,455.13 was raised.


Charity

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Fundraising Totals

Overall Total

The overall total funds raised for the 2015

WAtoday Swan River Run presented by

Westpac was $114,455.13

Online Fundraising Results

A total of 261 hero pages were created in

this year’s event with 54% of these pages

being active.

40 of the 390 registered charities received

donations

The average raised per active hero page

was $729.84

The top fundraising charities were:

1. Cure Brain Cancer Foundation

2. ReachOut.com by Inspire Foundation

3. Leukaemia Foundation

4. Children’s Leukaemia & Cancer

Research Foundation (Inc)

5. Cystic Fibrosis Western Australia

Collectively these charities raised a total of

$72,113.70

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 596 entrants donated a total of

$14,382.00 funds upon registering.



04 Partners


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Westpac Swan River Run Print Edition

An additional ad was given to Westpac in the

Swan River Run print edition of the event guide

Published: Saturday June 20


Westpac Swan River Run Print Edition

Coverage of Ky Hurst training tips in the print edition

of the event guide

Published: Saturday June 20


Westpac

Here comes the run eDM:

This was an added benefit inclusion in

the ‘Here comes the run’ marketing

newsletter. Westpac used this

opportunity to include training tips

from Ky Hurst

Sent: Sunday April 18

Swan River Run


Westpac

8 Weeks To Go eDM:

The 8 weeks to go eDM was used to

promote the social media campaign

in WA #YourRacePerth

Sent: Sunday May 31

Swan River Run


Westpac Swan River Run

2 Weeks To Go eDM:


promote the Wetpac Warm Up with Ky Hurst

and the activations that would be available

on course

Sent: Sunday July 12


Westpac

Web Banners

Website Web Banner

Date Added: 1/5/15

Date Removed: NA

Click Throughs: 2606

Results Page Web/ Banner

Date Added: 26/07/15

Date Removed: 28/08/15

Click Throughs: 22

Logo Partners Page Click Throughs: 117

Website Footer Click Throughs: 257

Results Page Footer Click Throughs: 42

Swan River Run



Westpac Designated

Page



Widget on Homepage

Entertainment Page


Medals

Every finisher for the Swan River Run

received a medal. The medal included the

Westpac logo

The medal lanyard also included the

Westpac logo on it

Westpac

Swan River Run

Front

Back


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Singapore Airlines

Swan River Run Print Edition

An additional ad was given to Singapore Airlines

in the print edition of the event guide


1 Week To Go eDM:

Singapore Airlines used the 1 week to go

eDM to promote exclusive fares to Asia to

Swan River Run participants


Swan River Run

Singapore Airlines


Results eDM:

The same eDM message was used

in the congratulations email for a

final push on the exclusive fare


Swan River Run

Singapore Airlines


Singapore Airlines

Website Results

Home Page Web Banner

Date Added: 21/6/15


Click Throughs: 959




Swan River Run


Singapore Airlines Swan River Run


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BMW Swan River Run Print Edition Swan River Run


8 Weeks To Go eDM:

BMW used the 8 weeks to go eDM to

promote the BMW Sprint and 1 Series

Sent: Sunday May 31

BMW Swan River Run


4 Weeks To GO eDM:

BMW used the 8 weeks to go eDM to

promote the BMW Sprint and 1 Series

Sent: Sunday May 3

BMW Swan River Run


BMW Solus eDM:

The Solus BMW eDM was sent to

promote the BMW sprint and

encourage people to register

Sent: July 2

BMW Swan River Run


2 Weeks To Go Solus eDM:

BMW used the 8 weeks to go eDM to promote

the BMW Sprint and 1 Series


BMW Swan River Run


Results eDM:

The results eDM was used to

announce the winners of the

BMW Sprint


BMW Swan River Run


BMW

Web Banners

Website Web Banner

Date Added: 28/6/15


Click Throughs: 911

Results Page Web/ Banner



Click Throughs: 12




Swan River Run


BMW Swan River Run BMW Designated

Page

400m Australian sprint runner Annelise

Rubie, came on board as the BMW

Sprint ambassador across the series


BMW Swan River Run BMW Slider on

Homepage

The slider position on the homepage was an

added benefit offered to BMW to further

promote the BMW Sprint


BMW Swan River Run Entertainment Page

The BMW Sprint was also added to the

entertainment page of the website


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Rebel 2 Weeks To Go eDM:


encourage people to go to rebel stores

for running gear


Swan River Run


Rebel 1 Week To Go eDM:


encourage people to go to rebel

stores for running gear


Swan River Run


Rebel

Website Results




Click Throughs: 570



Swan River Run


Rebel Swan River Run

In Store Marketing Posters


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Hydralyte

8 Weeks To Go eDM:

Hydralyte used the 8 weeks to go eDM

to promote a $10 voucher for runners

before the race

Sent: Sunday May 31

Swan River Run


Hydralyte

6 Weeks To Go eDM:

Hydralye used the 6 weeks to go eDM

to advise the recommended dosage

before racing

Sent: Sunday June 14

Swan River Run


Hydralyte

Website Results




Click Throughs: 403


Swan River Run


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Four Points

6 Weeks To Go eDM:


encourage runners to stay at Four

Points when preparing for the race


Swan River Run


Four Points

4 weeks To Go eDM:

The 4 weeks to go eDM was used

to let runners know the location of

the hotel and the special rate


Swan River Run


Four Points 2 weeks To Go eDM:


let runners know the location of the

hotel and the special rate


Swan River Run


Four Points

Web Banners Website Web Banner



Click Throughs: 680

Results Page Web Banner



Click Throughs: 12


Swan River Run


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ORIX

4 Weeks To Go eDM:


promote the brand, a vehicle leasing

company


Swan River Run


ORIX

Website Results




Click Throughs: 243


Swan River Run


Constant

Website Results




Click Throughs: 254


Swan River Run



05 Marketing

Strategy

Overview

The WAtoday Swan River Run presented by Westpac returned for its second year in 2015. The campaign was re-

branded as part of the new Run Out Loud Fitness & Music Series marketing campaign focusing on the new

entertainment element of the event.

An integrated 18 week marketing campaign was launched on March 8, comprising online, radio, TV, social

media, EDMs, outdoor and partner databases including sponsors, charities, Fairfax partnerships and local groups.

Objectives

Communicate new music and on course entertainment offering as part of the Run Out Loud strategy in order to:

• Drive increased entries to new users

• Increase consumer satisfaction and year on year customer retention

• Drive charity donations to support the community

• Communicate a proposition that cements the events as a national series

Key Message

This year, the WAtoday Swan River Run presented by Westpac is amping up. Leave your headphones at

home because we’re providing the tunes every step of the way.

Pound the pavement and pump up the volume with live entertainment including international DJ Hot Dub

Time Machine, at one of Perth’s favourite fun runs. Join us as we raise funds for over 250 charities.


Campaign

Positioning

The Run Out Loud series promotes fun, family friendly, community events that are inclusive for everyone.

Run Out Loud creates a shared running and music experience for participants that will resonate with them

throughout the entire course.

The highest quality running events that offer the best music and on course entertainment to carry you through

from start to finish.

Target Market

Three biggest motivators to race: 1. Challenge Myself, 2. Get fit, 3. Improve my time

Biggest driver of satisfaction post race: 1.The atmosphere, 2. Friendly Vibe

Primary audience

• Active minded, healthy lifestyle lovers that are looking for a fun, community experience to be part of

• Personally motivational and use the events as a platform to support and motivate them to achieve their goals

• Women, families and team entries

Secondary audience

• People that are already doing our events like to run

• Those who are already aware of the event, in training and participate each year

• Weekend warriors, sports lovers & members of run, fitness & sports clubs who love the thrill of event day

Logos & icons


Communications Strategy

18 WEEKS OUT 12 WEEKS OUT POST EVENT

• Social media content

• EDMs to WA database

• Advertising across the

Fairfax digital network

• Editorial and PR

• Social media &

digital paid

advertising

• Countdown EDMs

to participants

• Advertising across

Regional Fairfax print

network

• Outdoor advertising

• Media partner

promotions

• Partner database

integration

• Event images & video

Key dates Special Launch Price - Entries now open (2014 event - Apr 10)

Early Bird Price – Early Bird available (Apr 11 – May 13)

Early Bird Price – Early Bird Extended: May 14 - Jun 24

Standard Entry Price – Enter now (June 25 – Jul 15)

Late Entry Price – Last chance to enter (Jul 16 - Jul 25 )

Swan River Run (Jul 28)


Communication Plan

The event creative was re-designed to support the Run Out Loud brand campaign. This creative is strong and

offers to a mass market, striking and colorful graphics were used to produce a contemporary look and feel.

All creative and press advertisements were designed by the Fairfax Media art studio.

PLATFORM REACH

PRESS 1,007,000

PR 1,400,000

SOCIAL AMBASSADORS 29,437

DIGITAL 485,000

SOCIAL 19,949,891

E-NEWSLETTERS 152,292

POSTERS & FLYERS 56,000

PARTNERS 223,139

MEDIA PARTNERS 4,210,866

TOTAL 27,572,625


Run Out Loud Launch The launch of the Run Out Loud (ROL) Fitness and Music festival was executed over a 2 day period. The confirmed

activity utilised various promotional channels across the Fairfax network and additional external platforms to ensure

maximum impact and national reach.

Run Out Loud Launch (April 18-19)

Website Press Digital Social Media

eDM Newsagency PR


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Press The Watoday Swan River Run presented by Westpac was nationally through the Australian Financial Review and reached

regionals via the Fairfax community network. A special 16 page print edition of the WAtoday was published in June,

featuring a Swan River Run Event Guide insert.

The press advertisements featured the new Run Out Loud branding and integrated a running spin on music headlines to

convey the offer of entertainment on course. The imagery used encapsulates the essence of the new run out loud fitness

ad music festival with hero images featuring fun action shots of previous participants

Event Guide

10,000 copies of the paper were printed and

distributed to cafes and local businesses.

Australian Financial Review - Readership: 1,007,000

House ads: May – July

Regional Press

Competition run via ads in regional Fairfax publications:

May - July

Total: - Reach: 1,017,000


Event Guide A special 16 page print edition of the WAtoday was

published in June, featuring a Swan River Run Event

Guide insert.

10,000 copies of the paper were printed and

distributed to cafes and local businesses,


Event Guide


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PR Through interviews and creative photo opportunities in the lead up to the event widespread media coverage utilising

ambassadors, music and entertainment acts, social influencers, elite entrants, charity entrants and interesting race

participants.

General PR Media stories were generated across partner publication, WAtoday, as well as radio interviews with Nova 93.7 including

feature interviews with Westpac Ambassador Ky Hurst and DJ Hot Dub Time Machine with a music mash up played at the

completion of the interview.

• 4 entrant stories were published with WAtoday

• 1 x feature story (1 minute 43 seconds) on Channel 10 featuring Nat Medhurst

• 3 x radio interviews (Ky Hurst, Hot Dub Time Machine and N,N&S discussing their social media videos)

• 1 x post event story on Channel 7 news

WA Weekender Two 1 minute segments on local WA show WA Weekender were secured with media partner station Channel 7 with both

stories featuring Westpac Ambassador Ky Hurst and a fly over of the Swan River Run course from the Westpac Rescue

Helicopter.

Segment 1: http://www.waweekender.com.au/episodes/episode-23

Segment 2: http://www.waweekender.com.au/episodes/episode-24-2/

NOVA Video Content A series of short videos were produced and shared online to create a strong social media/viral video push to promote the

event.

Radio partner Nova Entertainment’s Perth breakfast crew Nathan, Nat and Shaun were engaged to feature in the 5

video’s which spanned across the music ages (80’s, 90’s, naughtie’s and today) with costume theming, key messaging

and a specific call to action driving people to the website to register for the run.

The sharing of the videos through Nova (website and facebook page), the Run Out Loud facebook page and WAtoday

proved to be a positive use of the launch funds to engage interest in the Swan River Run.

Total: - Reach: 1,400,000. Value: $121,830

http://www.waweekender.com.au/episodes/episode-23




http://www.waweekender.com.au/episodes/episode-24-2/







Media Coverage


Three social media influencers were engaged to promote the Swan River Run in the lead up to the event.

Coverage received from the ambassador’s was hugely successful with one ambassador, Natalie Medhurst posting

multiple photos and featuring in an extended piece on Channel 10 promoting the event.

Amanda Bisk Total Likes = 14,546

Total: Reach: 29,437

Social Media Ambassadors

Natalie Medhurst Total likes = 981


Social Media Ambassadors

A full length post was also written and published on Rayne’s blog

www.rayneembley.com.au. The site is currently under

construction so links are not available at this stage.

Rayne Embley Total Likes = 14,000

http://www.rayneembley.com.au/


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Digital

The WAtoday Swan River Run presented by Westpac was heavily promoted online, utilising the vast array of digital

channels and high audience reach in the Fairfax network.

Digital adverts received extensive exposure on watoday.com.au and also ran through the Fairfax digital network of

270 websites. These included homepage tiles, shoestring, sports page ties, homepage heroes and mobile.

watoday.com.au – Monthly unique audience: 485,000*

- Home page RHT: 8 March – 25 July

- Sport Page tile : 8 March – 25 July

- Display ads (Homepage hero web-tiles, sidebar tiles, & spotlight tiles): 8 March – 25 July

*Source: Nielsen Online Ratings | Hybrid | Surfing | Aug 2015.

Total: Reach: 485,000

Homepage Takeover: watoday.com.au – April 18


E-Newsletters E-newsletters were sent to the Fairfax Sports and WA databases. A range of event key information, ambassadors,

competitions, images & videos were used to engage existing customers throughout the 12 week campaign.

WA Database – 2,498 subscribers

21 Dec – Pre-Xmas Entry Offer

30 Jan – Special Launch Offer

19 Mar – SLO Closing Soon

9 Apr – SLO Closes this Friday

18 Apr – ROL Launch

7 May – Early Bird Entries closing May 13

12 May – Final Countdown for Early Birds

18 May – Early Bird Entries Extended

18 Jun – Last Chance for Early Bird Entries

23 Jun – 48 hours left for Early Birds

15 Jul – ROL Entertainment Announcement

Participant Database – 2,794 subscribers

31 May – 8 weeks to go

14 June – 6 weeks to go

28 June – 4 weeks to go

12 July – 2 weeks to go

19 July – 1 week to go

23 July – Important Race Day Information

26 July – Congratulations

29 July – Survey

Fairfax National Sport-eNews – 147,00 subscribers

24 Nov – New Year Challenge

13 Feb – Event news

30 Apr – Run Out Loud Launch

Total: - Reach: 152,292

WA Database – Entertainment Announcement eDM

July 15, 2015


WEEKS TO GO SEND DATE MAILING

LIST TOTAL TOTAL OPENS

TOTAL OPEN RATE %

TOTAL CLICK THROUGHS

TOTAL CLICK THROUGH

8 WEEKS TO GO 31/05/15 667 1,001 66.42% 129 16.34%

COURSE DETAILS 64

RAISING MONEY 13

HYDRALYTE 15

HOT DUB TIME MACHINE 9

FACEBOOK 5

ITAB 4

WESTPAC 3

RUN OUT LOUD 3

VOLUNTEERS 3

MARQUEES 2

FUNDRAISING 2

BMW 2

6 WEEKS TO GO 4/06/15 918 1,339 64.27% 94 7.30%

14KM 33

i5KM 18

RUN OUT LOUD 10

ONLINE SHOP 9

FACEBOOK 6

STARWOOD HOTELS 7

FUNDRAISING 5

VOLUNTEERS 3

MARQUEES 2

4 WEEKS TO GO 28/06/15 1,568 1,946 57.02% 1,261 16.77%

EVENT GUIDE 941

WATODAY ARTICLE 116

SPOTIFY 72

ONLINE SHOP 10

RUN OUT LOUD 10

WATODAY 7

FACEBOOK 93

BMW 4

STARWOOD HOTELS 4

Participant database


Participant database WEEKS TO GO SEND DATE

MAILING LIST TOTAL

TOTAL OPENS TOTAL OPEN

RATE % TOTAL CLICK THROUGHS

TOTAL CLICK THROUGH

2 WEEKS TO GO 12/07/15 1,917 2,724 67.81% 352 14.08%

RACE BIB COLLECTION 212

ENTERTAINMENT 23

ENTRY DETAILS 17

NOVA YOUTUBE 16

FACEBOOK 11

WESTPAC 12

ITAB 9

REBEL 8

SPOTIFY 10

STARWOOD HOTELS 4

1 WEEK TO GO 19/07/15 2,291 3,866 69.62% 976 29.03%

RACE BIB COLLECTION 468

TRANSPORT 285

ENTERTAINMENT 81

REBEL 24

SINGAPORE AIRLINES 24

ITAB 22

SPOTIFY 23

RUN OUT LOUD 14

FACEBOOK 11

BMW 5

FUNDRAISING 3

FINISHERS - CONGRATULATIONS 26/06/15 2,010 4,497 86.22% 2,228 55.47%

TIKTOK 1,391

MARATHON PHOTOS 413

FACEBOOK 200

BMW 80

ITAB 52

FUNDRAISING 36

SINGAPORE AIRLINES 38

PROMOTION PHYSIO 12

RESTAURANT REVOLUTION 5


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Countdown eDM’s

8 weeks to go

6 weeks to go

4 weeks to go


Countdown eDM’s

2 weeks to go

1 weeks to go

Important Race Day

Information


Social Media Weekly organic and social media posts were executed through the new national Run Out Loud social page from

June 18. A range of event key information, ambassadors, competitions, images & videos and paid adverts were used to

drive the platforms.

The Run Out Loud social channels were promoted through eDM communication, event website, media partners and

sponsors to increase traffic, reach and awareness.

Organic reach - Average weekly total Reach : 111,556 - Total 6 week campaign reach: 681,587 Likes - Total increase in likes throughout the 18 week campaign: 293 likes

-Facebook Audience

Facebook Audience

Total: Reach: 3,322,916

Handle: @runoutloud Likes: 52,000 Hashtag: #ROL


Social Media Handle: @runoutloud Likes: 52,000 Hashtag: #ROL


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Social Media Handle: @runoutloud Likes: 52,000 Hashtag: #ROL


Social Media

Facebook – Top posts


Social Media

Name: @runoutloudau Posts: 204 Followers: 1,772

Instagram


Paid Social Media A paid digital media campaign was executed for Swan River Run using Facebook, programmatic display and a True View video campaign to promote awareness and encourage entries to the campaign.

Medium Clicks Impr. CTR Avg. CPC Spend Conversions Cost per

conversion

Facebook 25,541 1,854,082 1.37% $0.53 $13,535.95 283 $47.83

Video 153 79,018 0.19% $13.14 $2,009.89 3 $669.96

Programmatic 17,446 14,693,875 6.99% $0.40 $6,998.43 321 $21.80

Total 43,140 16,626,975 0.26% $0.52 $22,544.27 607 $37.14

Total: Reach: 16,626,975 Value: $22,544

Insights The best converting medium from a CPA perspective was Programmatic where we had 321 conversions at $21.80 a conversion.

Ad Creative


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Outdoor An extensive combination of outdoor avenues were utilised for event exposure in key locations during June, 2015.

Direct Mail

35,000 flyers were distributed to inner city Perth households that have a very high and high recreational spend, including

the top 10 participant suburbs from 2014. Target audience 25-54 years.

Letter Box Drop

16,000 flyers highlighting road closures and entry details delivered to local residents on the course route.

Flyers & Posters

• 5,000 flyers and 300 posters were distributed to cappuccino strips and entertainment precincts, including cafes,

markets, music and other relevant retail stores, community centres, laundromats, some of the uni’s and TAFEs,

backpackers, select hotels. Locations included Perth CDB and across the wider metro area (South Perth, Leederville,

Mt Lawley, Subiaco, Northbridge, Nedlands, Fremantle and Cottesloe)

• Selected Rebel stores were sent 2,000 flyers and 10 posters to promote the event to customers.

• 1,000 water bottles and flyer were handed out by promo staff in the city centre on June 22.


Street Flags

122 Street Flags promoted the event around the City of Perth

from July 13 to 26.

St Georges Tce (Milligan - King St)

St Georges Tce, (King - William St)

St Georges Tce, (William - Barrack St)

St Georges Tce, (Barrack - Victoria Ave)

Adelaide Tce, (Victoria - Bennett St)

Adelaide Tce, (Bennett - Plain St )

Outdoor

Outdoor Street Posters

A new initiate for 2015. 100 x AO street posters promoted the

Swan River Run at prime outdoor locations across Perth.


Large Format Outdoor

Two large format outdoor billboards were used for this

campaign in key high traffic areas. Situated on Wellington St

and Charles St.

Outdoor

Anytime Fitness Screens

We engaged with local gym Anytime Fitness to convey the Swan

River Run message directly to a fitness and health audience. Our

10 second video played across 22 screens in Perth every 90

seconds. This was supported with a social media post out to the

Anytime Fitness database.

Health and Fitness database

We purchased an additional health and fitness database

while our own Perth database is still growing with a

guaranteed 3,000 click throughs to the Swan River Run

website.


Runners Guide


Partner Databases

Various partners were engaged to promote the events to

their databases and social channels with special offer

discount codes.

WAtoday Facebook: 63,139

The WAtoday Facebook page supported the campaign

posting key messages, promoting posts and with

giveaways.

Fairfax Sport & Fitness Newsletter : 70,000 national

24 Apr: Special Launch Offer

29 Jun: Early Bird Entries Closing

13 July: Last chance to enter

Fairfax Lifestyle Newsletter : 36,000 national


WAtoday Member Newsletter: 54,000


29 Jun: Early Bird Entries Closing

13 July: Last chance to enter

WAtoday Agency Clients

June : Social media posts with offer to database

Total: - Reach: 223,139

T


Partner Databases

Western Force

May 9, 23 & 30: TVC at home games

May 11 & July 6: Western Force homepage tile

25 June: EDM banner

Perth Fitness Expo

Jun: Social media posts, EDM with offer to database

UWA Sport and Recreation Association (UWA Sports)

June : Promotion to database

SuperNova Pop Culture Expo

June: Social media posts with offer to database

Good Life Health Clubs

June: Social media posts, EDM with offer & Digital

Poster in Perth clubs

Perth Running Club

June: Social media posts, EDM and ticket competitions

with members


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Channel 7– TV: 2,500,000 Advertising across the Channel 7 and 7two WA region. Two WA Weekender segments Content integration across primary and digital channels Live cross from City2South start/finish line Channel 7 ambassadors including Jesse James, Hayley Roper and Blake Johnson Paid advertising spend across Channel 7 WA region

NOVA – Radio: 525,000 Online: 22,767 daily UB’s, Social: 500,000 • CSA advertising across Nova 93.7 • Live credit lines and event pointers • Inclusion on novafm.com.au What’s On page • In-program support integrating Swan River Run into morning or drive program • Promotion across social media channels • Ambassadors to run in event and use for PR opportunities to promote Swan River Run including Dave

McClung.

6PR – Radio: 156,000, Online: 473,214 Social: 6300 CSA advertising across 6PR Live credit lines and event pointers Inclusion on 6PR.com.au Promotion across social media channels

R4YL - Print: 17,000, Online: 805 subscribers, Social: 9800 Full page advert and editorial promoting the event Social media & database promotions, listing on website Competition to win entries Social media coverage of the event Free magazines distributed at the event expo Editorial coverage post event

06 Media Partners

Total: - Reach: 4,210,886 Value: $175,000

Key partnerships were created with Channel 7, NOVA , 6PR and R4YL magazine.

http://novafm.com.au/


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07 Registrations

Start Groups Seeded: This Start Group is for athletes who aim to gain a place in the top 30. Preferred: This Start Group is for athletes who will complete the course in a qualifying time of sub 55mins (men) and sub 60mins (women). WAtoday Red Start: This Start Group is for athletes who will complete the course in a qualifying time of sub 80mins. Green Start: This Start Group is the first open group with no qualifying time required. People wishing to run or jog the length of the course but have no prior race time are encouraged to enter into this group. Blue Start: This Start Group is for any runners and joggers. There is no qualifying time required for this Start Group. Westpac Yellow Start: Back of the pack - joggers, walkers, fun groups, pushers (pushed wheelchairs and strollers). For the 5km event there is the Elite Wheelchair Start Group as well as two general Start Groups:

Pricing Structure


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 10% of participants purchasing this.

Bib Collection SMS With over 3,700 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 Tiffany, your 2015 Swan River Run Green race no. is 4890. Please collect your

race bib this Fri 8-4 or Sat 9-2 from rebel, Raine Sq”

Event Day Results SMS The event day results SMS was available for purchase again in 2015 with just

over 15% opting to purchase this in the registration process. On event day as

participants crossed the finish line they received the following text message;

“Congratulations Chris on finishing the 2015 Swan River Run in a time of

01:03:26. For full results, please visit swanriverrun.com.au #ROL”

Technology Innovations


08 Hospitality


The official VIP Race Breakfast was

held in Finish Village in the grounds

of the University of Western

Australia, starting from 7am.

In a marquee positioned opposite

the stage, our guests, including our

Key sponsors and stakeholders,

elite athletes, competition winners

and partners, enjoyed the music

of Stratosfunk.

With catering by La Mint there was

plenty of delicious food available,

whilst the Coffee Crusaders made

coffee and hot chocolates upon

request.

Invite

Race Brunch &

VIP After Race


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Food Stall Holders

Start Line Free Coffee was provided by Coffee Crusader at the start area, Perth’s Mobile Coffee Van

providing highest quality of freshly group organic coffee, courtesy of Westpac.

Finish Village Food stallholders are the perfect way to compliment the public seating area within the

Finish Village.

There were 3 stallholders this year:

Guerilla Brazillian Foods offered a new food experience with an explosion of exciting Latin

American flavours at the Finish area.

JuicyQ provided fresh cold press juice.

Lil’ York provided a mobile kitchen offering healthy, delicious food and coffee.


Goodie Bags

Supplier Item

Perrigo OsteoEze Capsules

Perrigo LipEze Cream

Perrigo LipEze Sunscreen balm

Perrigo Cool Charm Body Spray

Perrigo Purell Advanced Hand Santitzer

Perrigo Purell Advanced Hand Santitzer Advanced

Perrigo Fresh Roll on Deoderant

Carmans Muisli Bar

Carmans Protein Bar


09 Winners Results

14 km

Top 10 Males

Place First Name Surname Net Time State

1 Stuart Caulfield 0:44:06 WA

2 Chris O'Neill 0:44:54 WA

3 James McIntyre 0:45:05 WA

4 Stephen Stockwell 0:48:10 WA

5 James Smith 0:49:42 WA

6 Philip Gore 0:50:05 WA

7 Adam Irving 0:50:19 WA

8 Steve Pratt 0:50:19 WA

9 David Williams 0:50:54 WA

10 Jan Bochat 0:51:13 WA


1 Rochelle Rodgers 0:51:26 WA

2 Sarah Jamieson 0:53:12 WA

3 Angie Ross 0:55:18 WA

4 Tanika Pember 0:55:47 WA

5 Alise Farrelly 0:56:13 WA

6 Rachael Smith 0:56:16 WA

7 Sarah Rusbatch 0:56:59 WA

8 Clare Wardle 0:57:46 WA

9 Madeleine Hay 0:58:57 WA

10 Kim Shannon 0:59:20 WA

14 km Top 10 Females


Winners Results


1 Marc See 0:15:18 WA

2 Matthew Ramsden 0:15:45 WA

3 Liam jason 0:16:18 WA

4 Alex Dreyer 0:16:22 WA

5 Alain Dutton 0:17:05 WA

6 Anthony Sciano 0:17:28 WA

7 Nathan Bailey 0:17:37 WA

8 Christopher Dale 0:17:40 WA

9 Chris Lark 0:18:08 WA

10 Mitchell Hoar 0:18:18 WA


1 Melanie Black 0:19:02 WA

2 Hannah Castle 0:19:13 WA

3 Rachel McCormick 0:19:31 WA

4 Jessica Jason 0:19:44 WA

5 Madison Good 0:19:45 WA

6 Jemima Cummins 0:19:48 WA

7 Rosie Farrell 0:21:04 WA

8 Jemima Crosby 0:22:10 WA

9 Natalie Medhurst 0:22:15 WA

10 Nikita Fredonnet 0:22:31 WA

5 km

Top 10 Males

5 km Top 10 Females


Finish Times

0

10

20

30

40

50

60

70

8:44

8:49

8:52

8:55

8:58

9:01

9:04

9:07

9:10

9:13

9:16

9:19

9:22

9:25

9:28

9:31

9:34

9:37

9:40

9:43

9:46

9:49

9:52

9:56

9:59

10:0

2

10:0

5

10:0

8

10:1

1

10:1

4

10:1

8

10:2

1

10:2

6

10:2

9

0

10

20

30

40

50

60

70

80

7:45

7:

47

7:49

7:

51

7:53

7:

55

7:57

7:

59

8:01

8:

03

8:05

8:

07

8:09

8:

11

8:13

8:

15

8:17

8:

19

8:21

8:

23

8:25

8:

27

8:29

8:

31

8:33

8:

35

8:37

8:

39

8:41

8:

43

8:47

8:

53

9:38

10

:24

5 km Finishers

14km Finishers


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10 Survey Results


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Swan River Run 2015

Documents