DEFINING A CLEAR PROJECT PLAN
The Isle of Skye Half Marathon approached us as they wished to increase their entry capacity having consistently had 200-300 runners participating each year since the race was established in 1984. The race is based in Portree on the Isle of Skye and offers entrants stunning views of the Island of Skye and a challenging course.
An initial meeting was held between the race committee and Hugh Campbell Marketing and it was decided that a new digital marketing strategy be devised to include: new responsive website design and social media marketing.
It was also decided that Hugh Campbell Marketing would provide print marketing solutions for the race as-well as general event marketing and management solutions. Our location in Portree on the Isle of Skye also allowed for a more sustainable partnership with the race going forward.
We redesigned the website to work on mobile devices and to include professional photography as-well as link up to a new on-line booking system provided by Sportsystems.
Digital Marketing for the race is on going and includes digital advert placement and social media marketing in the format of race branded infographics and social media page management/promotion.
Hugh Campbell Marketing on Skye also provided the race with print marketing solutions in the form of event t-shirts, flyers for the finisher bags, banners and medal designs.
The combination of all these factors has resulted in the race increasing in size exponentially each year.
We also regularly review the website analytics and provide feedback to the committee to help with more specific event promotion. For example, a large number of runners attend from the United Kingdom so all future race marketing will be targeted to a more global audience.
Of Interest was the change in balance between male/female competitors. At Hugh Campbell Marketing we identified that before we started promoting the event the race attracted a primarily male field. Efforts were made in the marketing to use more female runners in the images and digital and print marketing. As a result of this bias the race has not only significantly increased in entrants but now attracts 51% female and 49% male runners (2016).
Hugh Campbell Marketing are now working closely with the event organisors as they expand their organization to include more endurance events including a Santa Dash and 10k. We are confident that the model used for the Skye Half Marathon can also apply to these events and increase the entrant capacity.