This document outlines a promotion plan for the Big River Challenge summer race series hosted by Big River Race Management and Big River Running Company. The plan includes special events like Big River Night and a Fun Run with pros to promote the races. Advertising efforts include social media, banners, and in-store promotions. Displays at the races will include giveaways like wristbands and t-shirts. The budget projects $120,000 in revenue and $67,000 profit. The promotion aims to build loyalty among young runners and support local schools to fulfill the company's mission of giving back to the running community.
Fleet Feet San Diego is targeting competitive runners in San Diego for their advertising campaign with a $200,000-$225,000 budget. The summary recommends magazine, radio, and Google ads. For magazines, it recommends half or full page ads in San Diego Magazine, San Diego Health, and Trail Runner over 3 months, citing their readership demographics match the target audience. It also recommends two radio shows on KHTS-FM and XHTZ-FM in San Diego. Finally, it lists targeted Google keywords. The summary highlights how competitive runners' interests and needs align well with Fleet Feet's products, services and community events.
This media plan targets competitive runners in San Diego through magazine, radio, and Google ads. Magazine ads will run in San Diego Magazine, San Diego Health, and Inside Track, totaling $33,640. Radio ads will run on two pop contemporary hit radio stations, totaling $95,427.50. Google ads will target keywords related to running events and gear in San Diego, totaling $95,932. The total budget is $225,000 across these three media platforms.
The document summarizes a media plan for Fleet Feet San Diego, a running specialty store. It profiles the target audience of competitive runners in San Diego as generally being ages 38-45, earning over $75k annually, and enjoying half marathons. It then discusses media placement options, choosing magazines like San Diego Magazine, and radio stations. Fleet Feet is described as offering personalized fitting and injury prevention tools not found at big box stores. The target audience is said to be a good match since they want custom-fitted shoes to avoid pain from the store's specialized services and training programs.
Road Warrior Foundation Announces Winner of Free Can-Am Spyder Three-Wheel Ve...Keen Ley
The Road Warrior Foundation announced Aubrey Hand of South Carolina as the winner of a Can-Am Spyder three-wheel vehicle and a spot on an upcoming adventure ride. Hand is an injured veteran who spent 18 months recovering from an leg amputation at Walter Reed Medical Center. The foundation uses adventure therapy like riding to help veterans overcome disabilities and stresses from daily life. They selected Hand from nominations because he exemplifies pushing one's capabilities through adventure despite injuries.
The media plan proposes advertising Fleet Feet San Diego in magazines, radio stations, and Google keywords. For magazines, it recommends full-page ads in San Diego Magazine on the back cover in Nov-Jan and inside pages in Dec-Jan. It also recommends ads in San Diego Health. For radio, it suggests advertising on news/talk and contemporary hit stations. It proposes purchasing targeted Google keywords. The plan aims to increase brand awareness of Fleet Feet among competitive runners in San Diego through an integrated media campaign.
4th Annual Some Gave All 5K--May 11, 2013, Rafe Banks Park, Lula, GA. In Memory of MAJ Kevin Jenrette, KIA June 4, 2009 Afghanistan. One Mile, Tot Trot & Ranger Buddy Run! Static displays, silent auction, awards ceremony and cook-out following the run!
Register NOW as a participant or phantom runner at http://www.active.com/running/lula-ga/some-gave-all-5k-2013 or by mail! Remember someone special and support the Balloon Release Fundraiser! Sponsors--we need your participation to support this awesome event! All levels of opportunities are available! Proceeds to benefit the GA National Guard Foundation! THANK YOU!
mktg 371 assignment 1 harley and victorias secretNicole Kuester
Harley Davidson and Victoria's Secret develop brand meaning and relationships with consumers in similar ways:
1. They each have distinctive symbols, slogans, and people associated with the brand to represent core cultural values - freedom and patriotism for Harley Davidson, comfort and desirability for Victoria's Secret.
2. Most consumers have committed, loyal relationships with the brands, seeing them as partners or friends. Some secondary groups - like male Victoria's Secret shoppers - have more compartmentalized relationships.
3. The brands embed their cultural values into products and marketing, like community events for Harley Davidson and fit services for Victoria's Secret, so consumers extract those meanings from the brands and feel strong brand
Fleet Feet San Diego is targeting competitive runners in San Diego for their advertising campaign with a $200,000-$225,000 budget. The summary recommends magazine, radio, and Google ads. For magazines, it recommends half or full page ads in San Diego Magazine, San Diego Health, and Trail Runner over 3 months, citing their readership demographics match the target audience. It also recommends two radio shows on KHTS-FM and XHTZ-FM in San Diego. Finally, it lists targeted Google keywords. The summary highlights how competitive runners' interests and needs align well with Fleet Feet's products, services and community events.
This media plan targets competitive runners in San Diego through magazine, radio, and Google ads. Magazine ads will run in San Diego Magazine, San Diego Health, and Inside Track, totaling $33,640. Radio ads will run on two pop contemporary hit radio stations, totaling $95,427.50. Google ads will target keywords related to running events and gear in San Diego, totaling $95,932. The total budget is $225,000 across these three media platforms.
The document summarizes a media plan for Fleet Feet San Diego, a running specialty store. It profiles the target audience of competitive runners in San Diego as generally being ages 38-45, earning over $75k annually, and enjoying half marathons. It then discusses media placement options, choosing magazines like San Diego Magazine, and radio stations. Fleet Feet is described as offering personalized fitting and injury prevention tools not found at big box stores. The target audience is said to be a good match since they want custom-fitted shoes to avoid pain from the store's specialized services and training programs.
Road Warrior Foundation Announces Winner of Free Can-Am Spyder Three-Wheel Ve...Keen Ley
The Road Warrior Foundation announced Aubrey Hand of South Carolina as the winner of a Can-Am Spyder three-wheel vehicle and a spot on an upcoming adventure ride. Hand is an injured veteran who spent 18 months recovering from an leg amputation at Walter Reed Medical Center. The foundation uses adventure therapy like riding to help veterans overcome disabilities and stresses from daily life. They selected Hand from nominations because he exemplifies pushing one's capabilities through adventure despite injuries.
The media plan proposes advertising Fleet Feet San Diego in magazines, radio stations, and Google keywords. For magazines, it recommends full-page ads in San Diego Magazine on the back cover in Nov-Jan and inside pages in Dec-Jan. It also recommends ads in San Diego Health. For radio, it suggests advertising on news/talk and contemporary hit stations. It proposes purchasing targeted Google keywords. The plan aims to increase brand awareness of Fleet Feet among competitive runners in San Diego through an integrated media campaign.
4th Annual Some Gave All 5K--May 11, 2013, Rafe Banks Park, Lula, GA. In Memory of MAJ Kevin Jenrette, KIA June 4, 2009 Afghanistan. One Mile, Tot Trot & Ranger Buddy Run! Static displays, silent auction, awards ceremony and cook-out following the run!
Register NOW as a participant or phantom runner at http://www.active.com/running/lula-ga/some-gave-all-5k-2013 or by mail! Remember someone special and support the Balloon Release Fundraiser! Sponsors--we need your participation to support this awesome event! All levels of opportunities are available! Proceeds to benefit the GA National Guard Foundation! THANK YOU!
mktg 371 assignment 1 harley and victorias secretNicole Kuester
Harley Davidson and Victoria's Secret develop brand meaning and relationships with consumers in similar ways:
1. They each have distinctive symbols, slogans, and people associated with the brand to represent core cultural values - freedom and patriotism for Harley Davidson, comfort and desirability for Victoria's Secret.
2. Most consumers have committed, loyal relationships with the brands, seeing them as partners or friends. Some secondary groups - like male Victoria's Secret shoppers - have more compartmentalized relationships.
3. The brands embed their cultural values into products and marketing, like community events for Harley Davidson and fit services for Victoria's Secret, so consumers extract those meanings from the brands and feel strong brand
This document contains a summary of Anjinappa N's career and qualifications. It outlines his current role as a Junior Officer at BMM Ispat Limited in Karnataka, where he has worked since 2013. His responsibilities include materials management, dispatch planning, coordination with various departments, and ensuring smooth operations. Anjinappa holds an MBA in Finance and Marketing as well as a BBM in Finance. He is proficient in English, Kannada, Hindi, and Telugu and has experience using Microsoft Office and Navision software.
proyecto de chocolate conta avnzada upsBryan Omhar
Este documento describe un proyecto para establecer una fábrica de chocolates artesanales en Quito, Ecuador. El proyecto se basa en la materia prima del cacao ecuatoriano y aprovechará la fertilidad de la región. No existe competencia directa en la ciudad. El negocio es factible y tiene un crecimiento proyectado a mediano plazo. La fábrica ofrecerá una variedad de productos de chocolate.
Este documento descreve um curso de especialização técnica de nível médio em meio ambiente para técnicos em segurança do trabalho oferecido pelo SENAC São Paulo. O curso tem como objetivo principal capacitar os alunos para participar da implantação de sistemas de gestão ambiental nas empresas. O curso está organizado em quatro módulos independentes sobre responsabilidade socioambiental, riscos ambientais, educação ambiental e sistemas de gestão ambiental.
1) Códigos para criar veículos e armas, alterar o clima e habilidades do jogador em Grand Theft Auto 5.
2) Inclui códigos para criar tanques, helicópteros, carros esportivos e outros veículos, assim como grupos de armas.
3) Também permite alterar o tempo, ativar modos noturno ou chuva, e habilidades como vida e oxigênio infinitos.
El documento habla sobre el pensamiento crítico. Define el pensamiento crítico como el proceso de usar el conocimiento y la inteligencia para llegar a conclusiones razonables sobre un tema, superando prejuicios y sesgos cognitivos. Explica que implica comunicación efectiva, habilidades de resolución de problemas y superar el egocentrismo. También enumera algunas habilidades clave del pensamiento crítico como formular problemas con claridad, reconocer sesgos cognitivos, evaluar información de manera efectiva y llegar a conclusiones bien raz
The document provides information about a 11-month .NET course offered by Aptech Computer Education in Chowringhee, Kolkata. The course will train students to build solutions for computers, mobile phones, and embedded devices and prepares them for global certification. It covers topics like database management, programming with C#, cloud computing, web development, and securing applications. Students get access to online study materials and the latest software.
Este documento resume la Química y su importancia. Explica que la Química estudia la materia y sus propiedades y transformaciones, y que los elementos químicos y compuestos forman parte de todos los seres vivos y procesos. También describe cómo se nombran y simbolizan los elementos químicos, y resume algunas de las contribuciones importantes de la Química a la salud, materiales y calidad de vida.
O documento apresenta 125 frases com possíveis erros de concordância nominal. O resumo fornece a solução correta para cada frase, indicando se o termo deve estar no singular ou plural de acordo com o contexto e a concordância gramatical.
O documento discute a prevenção de acidentes com crianças, citando que muitos acidentes poderiam ser evitados com cuidados dos adultos. Detalha cuidados específicos para diferentes faixas etárias como evitar queimaduras, quedas e afogamentos. Também destaca a importância de equipamentos de segurança e a necessidade de educar a população sobre riscos comuns e primeiros socorros.
O Grupo de Implementação da Conexão Empreendedora, é uma imersão de conhecimento prático e presencial, para o Empresário Decolar de vez o seu negócio.
Tiramos o blá blá blá e o mi mi mi e, através de um time especializado com vontade legítima de fazer o seu negócio acontecer, desenvolvemos idéias, estratégias, conhecimento e inovação direcionada para a necessidade da sua empresa, de forma objetiva, interativa e prática.
Abordamos o que você precisa, como: mindset, auto-conhecimento, planejamento, canvas, swot, inovação, experiência de compra e venda, design thinking, análise da sua imagem (visagismo), networking, pitch, criando oportunidades e mudanças visíveis já no dia seguinte... e pra fechar com chave de ouro um MasterMind com um convidado especial!!
2010 Warthog Racing Prosposal For Sponsorshipguesteea1e6d
Warthog Racing - Warthog Supercross Academy - Warthog & Zoo Ministries Hospital Tour.
Sponsorship deck for 2010 supercross season. Please call Jamie Allen for Media buys and for charitabl contributions.
This marketing plan aims to increase participation in The Outland Challenge triathlon to 300-400 people, increase sponsorships, and win a bid to host a USA triathlon regional qualifier over five months with a $2,359 budget. The plan targets 18-50 year old physically fit people interested in testing their bodies through social media, direct marketing at gyms, and sponsor outreach. Key objectives include increasing participants through social media promotion and direct marketing, increasing sponsorships by marketing to local businesses, and winning the qualifier bid with an exciting proposal package.
This document provides information about the target audience for Fleet Feet San Diego, a running store. The target includes competitive runners ages 35-45 in San Diego, CA who have been running for 10+ years and run 4+ hours per week. They enjoy half marathons and purchase 3 pairs of shoes annually, preferring brands like Asics, Nike and Brooks. The media plan will target this audience through magazine, radio and Google ads. The budget of $225,000 will be allocated with the most spent on Google ads to reach runners online.
Chef Myrna Betancourt, a culinary arts teacher at Chapman Partnership South, was named Miami-Dade County's lead Teacher of the Year. She teaches disadvantaged and sometimes homeless students ranging from age 16 to 60. Many of her students have found success working in hotels and restaurants or continuing their education after graduating from her program. Chef Betancourt has helped homeless, special needs, and veteran students succeed not just in the kitchen but in life.
Tour De Road America - Silent Auction 2011sieglege
Contribute items for the Silent Auction to benefit cancer survivorship. This guide has complete information on the Tour de Road America and how to get your products and services in front of hundreds of cyclists and thousands of race fans.
This document contains a summary of Anjinappa N's career and qualifications. It outlines his current role as a Junior Officer at BMM Ispat Limited in Karnataka, where he has worked since 2013. His responsibilities include materials management, dispatch planning, coordination with various departments, and ensuring smooth operations. Anjinappa holds an MBA in Finance and Marketing as well as a BBM in Finance. He is proficient in English, Kannada, Hindi, and Telugu and has experience using Microsoft Office and Navision software.
proyecto de chocolate conta avnzada upsBryan Omhar
Este documento describe un proyecto para establecer una fábrica de chocolates artesanales en Quito, Ecuador. El proyecto se basa en la materia prima del cacao ecuatoriano y aprovechará la fertilidad de la región. No existe competencia directa en la ciudad. El negocio es factible y tiene un crecimiento proyectado a mediano plazo. La fábrica ofrecerá una variedad de productos de chocolate.
Este documento descreve um curso de especialização técnica de nível médio em meio ambiente para técnicos em segurança do trabalho oferecido pelo SENAC São Paulo. O curso tem como objetivo principal capacitar os alunos para participar da implantação de sistemas de gestão ambiental nas empresas. O curso está organizado em quatro módulos independentes sobre responsabilidade socioambiental, riscos ambientais, educação ambiental e sistemas de gestão ambiental.
1) Códigos para criar veículos e armas, alterar o clima e habilidades do jogador em Grand Theft Auto 5.
2) Inclui códigos para criar tanques, helicópteros, carros esportivos e outros veículos, assim como grupos de armas.
3) Também permite alterar o tempo, ativar modos noturno ou chuva, e habilidades como vida e oxigênio infinitos.
El documento habla sobre el pensamiento crítico. Define el pensamiento crítico como el proceso de usar el conocimiento y la inteligencia para llegar a conclusiones razonables sobre un tema, superando prejuicios y sesgos cognitivos. Explica que implica comunicación efectiva, habilidades de resolución de problemas y superar el egocentrismo. También enumera algunas habilidades clave del pensamiento crítico como formular problemas con claridad, reconocer sesgos cognitivos, evaluar información de manera efectiva y llegar a conclusiones bien raz
The document provides information about a 11-month .NET course offered by Aptech Computer Education in Chowringhee, Kolkata. The course will train students to build solutions for computers, mobile phones, and embedded devices and prepares them for global certification. It covers topics like database management, programming with C#, cloud computing, web development, and securing applications. Students get access to online study materials and the latest software.
Este documento resume la Química y su importancia. Explica que la Química estudia la materia y sus propiedades y transformaciones, y que los elementos químicos y compuestos forman parte de todos los seres vivos y procesos. También describe cómo se nombran y simbolizan los elementos químicos, y resume algunas de las contribuciones importantes de la Química a la salud, materiales y calidad de vida.
O documento apresenta 125 frases com possíveis erros de concordância nominal. O resumo fornece a solução correta para cada frase, indicando se o termo deve estar no singular ou plural de acordo com o contexto e a concordância gramatical.
O documento discute a prevenção de acidentes com crianças, citando que muitos acidentes poderiam ser evitados com cuidados dos adultos. Detalha cuidados específicos para diferentes faixas etárias como evitar queimaduras, quedas e afogamentos. Também destaca a importância de equipamentos de segurança e a necessidade de educar a população sobre riscos comuns e primeiros socorros.
O Grupo de Implementação da Conexão Empreendedora, é uma imersão de conhecimento prático e presencial, para o Empresário Decolar de vez o seu negócio.
Tiramos o blá blá blá e o mi mi mi e, através de um time especializado com vontade legítima de fazer o seu negócio acontecer, desenvolvemos idéias, estratégias, conhecimento e inovação direcionada para a necessidade da sua empresa, de forma objetiva, interativa e prática.
Abordamos o que você precisa, como: mindset, auto-conhecimento, planejamento, canvas, swot, inovação, experiência de compra e venda, design thinking, análise da sua imagem (visagismo), networking, pitch, criando oportunidades e mudanças visíveis já no dia seguinte... e pra fechar com chave de ouro um MasterMind com um convidado especial!!
2010 Warthog Racing Prosposal For Sponsorshipguesteea1e6d
Warthog Racing - Warthog Supercross Academy - Warthog & Zoo Ministries Hospital Tour.
Sponsorship deck for 2010 supercross season. Please call Jamie Allen for Media buys and for charitabl contributions.
This marketing plan aims to increase participation in The Outland Challenge triathlon to 300-400 people, increase sponsorships, and win a bid to host a USA triathlon regional qualifier over five months with a $2,359 budget. The plan targets 18-50 year old physically fit people interested in testing their bodies through social media, direct marketing at gyms, and sponsor outreach. Key objectives include increasing participants through social media promotion and direct marketing, increasing sponsorships by marketing to local businesses, and winning the qualifier bid with an exciting proposal package.
This document provides information about the target audience for Fleet Feet San Diego, a running store. The target includes competitive runners ages 35-45 in San Diego, CA who have been running for 10+ years and run 4+ hours per week. They enjoy half marathons and purchase 3 pairs of shoes annually, preferring brands like Asics, Nike and Brooks. The media plan will target this audience through magazine, radio and Google ads. The budget of $225,000 will be allocated with the most spent on Google ads to reach runners online.
Chef Myrna Betancourt, a culinary arts teacher at Chapman Partnership South, was named Miami-Dade County's lead Teacher of the Year. She teaches disadvantaged and sometimes homeless students ranging from age 16 to 60. Many of her students have found success working in hotels and restaurants or continuing their education after graduating from her program. Chef Betancourt has helped homeless, special needs, and veteran students succeed not just in the kitchen but in life.
Tour De Road America - Silent Auction 2011sieglege
Contribute items for the Silent Auction to benefit cancer survivorship. This guide has complete information on the Tour de Road America and how to get your products and services in front of hundreds of cyclists and thousands of race fans.
The Pink Panthers Cycling Team is an elite amateur cycling team based in South Florida composed of road cyclists, mountain bikers, and a triathlete. They have state champions and top ranked masters teams. In 2011, they will focus on winning state points competitions and major races in the USA, Caribbean, and Americas to promote breast cancer awareness and sharing the road. They are seeking sponsors to support their $65,000 budget to fund equipment, clothing, competition expenses, and promote their sponsors at over 20 races in 2011.
The document summarizes a motorcycle ride event called "Bikers for Babies" organized by the March of Dimes to raise money for research on premature birth and birth defects. The event will take place on September 27, 2009 in Wausau, Wisconsin and will include registration at 10am and the ride beginning at 11am. Sponsorship opportunities are outlined for businesses to support the event and cause.
The Ottawa Race Weekend is one of Canada's premier marathon events held annually in Ottawa over the weekend in May. It features six separate running races from a marathon to a 2K kids run that attract over 42,000 participants. The event promotes health and fitness in the community while also raising over $850,000 for local charities. The weekend is a major undertaking that is promoted year-round and offers various sponsorship opportunities for businesses to gain exposure and associate with the active participants.
Activate Water is a company selling a special type of vitamin water in Los Angeles that keeps the vitamins in the lid. A marketing strategy was developed to expand the brand in Southern California over three weeks. The strategy included a SWOT analysis, competitive analysis of Vitamin Water, Red Bull, and Gatorade, media planning using magazine inserts, billboards, and radio ads, and a press release announcing a marathon partnership with Susan G. Komen to raise money for breast cancer.
Activate Water is a company selling a special type of vitamin water in Los Angeles that keeps the vitamins in the lid. A marketing strategy was developed to expand the brand in Southern California over three weeks. The strategy included a SWOT analysis, competitive analysis of Vitamin Water, Red Bull, and Gatorade, media planning using magazine inserts, billboards, and radio ads, and a press release announcing a marathon partnership with Susan G. Komen to raise money for breast cancer.
The document discusses the benefits of sponsoring equestrian events to reach a target market of horse owners and enthusiasts. It notes that this is a large demographic with significant spending power who are loyal to brands. Sponsoring equestrian competitions and events provides branding exposure to this audience and opportunities to promote products and services directly to potential customers. Examples are given of how Mahindra Tractors benefited from an equestrian sponsorship through on-site branding and promotions.
GMR-ALS Regional Conference Final PresentationHannah Peltier
This document discusses strategies for using social media and viral marketing for social cause campaigns. It provides an example of the ALS Ice Bucket Challenge campaign that raised over $100 million for ALS associations. The key aspects that made the challenge successful included its emotional connection to ALS, ease of participation by dumping a bucket of ice water on your head, utilization of all social media platforms, and peer pressure dynamics that encouraged widespread sharing. The document also discusses how the Les Turner ALS Foundation in Chicago leveraged the viral success of the challenge by creating social media content and a website to raise over $1 million, significantly growing their donor base and social media followers.
Fun runs and walks are the easiest and highest return on investment charity events for organizations of all sizes, especially for mid-sized and large nonprofits. A-thon events like walk-a-thons are also popular and effective at raising awareness, building community support, and increasing fundraising. Auctions can bolster event scope, attract donors, and encourage supporters to spend more while socializing and learning about the organization's mission. The top three most successful UK charity fundraising events are Race for Life, World's Biggest Coffee Morning, and London to Brighton cycle event.
The document discusses the All-American Soap Box Derby, a nonprofit organization that allows children ages 8-17 to build and race gravity-powered cars. Local races are held in over 150 communities and winners qualify for the World Championships in Akron, Ohio each summer. The mission is to teach skills like workmanship, competition, and perseverance. The Greater Columbus Area Soap Box Derby holds a local race in June whose winners represent Columbus at the All-American race. Sponsorship levels ranging from $100 to $5,000 are available to support the organization and its goal of making the experience available to more local youth.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
1. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion
Table of Content
Executive Summary ...................................................................................................................1
Description of the Company ......................................................................................................2
Description of the Market ..............................................................................................2
Target Market .................................................................................................................2
Objectives ...................................................................................................................................3
Schedule of Events .....................................................................................................................4
Special Events ..........................................................................................................4 – 5
Advertising ...............................................................................................................5 – 6
Display .....................................................................................................................6 – 7
Publicity .........................................................................................................................7
Responsibility Sheet ...................................................................................................................8
Budget ................................................................................................................................9 – 10
Statement of Benefits to the Company ............................................................................10 – 11
Bibliography .............................................................................................................................11
2. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 1
Executive Summary
During the summer of 2015, Big River Race Management and Big River Running
Company will host a summer series of races including 1 mile (27thJune, 2015), 2 miles (11th
July, 2015) and 3.1 miles (25th July, 2015). The following promotion plan is aimed at
making a 200% profit and gaining company loyalty among young runners.
Description of the Company:
Matt Helbig owns Big River Running Company and its sister company Big River
Race Management. The company is one of the top 50 running specialty stores in the nation;
their mission is to give back to the sport of running.
Objectives:
Our objectives for Big Rivers are to gain loyal customers by sponsoring high
school/middle school races and give back to the community with the profit made off of these
summer series of races. Another objective is to really promote Big River Running Company
so that the company gains more fame.
Schedule of Events:
To draw runners into the store, we need an effective advertising campaign. We will
utilize special events and displays to gain the awareness, sales promotion, direct marketing,
and sales training elements of the promotional mix. Special events such as Big River Night
and Fun Run with the Pro will increase awareness and create excitement surrounding the race
while giving runners a chance to meet their opponent. Also we will have guest speakers to
give talks about how to prepare for the race and how to become a better runner. We will also
post the events’ photos on social media such as Facebook, and Twitter.
Our displays during the race will supplement our promotional efforts. Through giving
out wristbands and t-shirts with Big River Logo, we can get low-cost advertising just to let
the runner wear the equipment.
Finally, through donating money to local schools, we can accomplish our mission to
give back to the sport of running, also gaining a healthy image for the company.
Budget and Benefits:
Revenue $ 120,000.00
Expenses $ 52,978.40
Profit $ 67,021.60
In addition to a $67,021.60 profit earned from this promotion plan, Big River Running
Company will gain an increase in awareness and loyalty from the customers which helps
them to increase profits and fulfill their mission; give back to the sport of running, such as
donate to the local schools and free programs for customers.
3. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 2
Description of the Company/Organization
Ben Rosario and his partner Matt Helbig, with the concept of community at its core,
founded Big River Running Company in 2006. That foundation drives their mission to give
back to the sport of running, while fostering the vibrant running community that exists in St.
Louis. In 2012, Matt bought out his partner and became the only owner of Big River Running
Company. Meanwhile Ben decided to focus on his coaching career inspiring elite athletes to
chase their Olympic dreams.
Big River Running Company is one of the most famous local running retail
companies in St. Louis and one of the top 50 running specialty stores in the nation. They have
a total of four stores in the St. Louis area, which are located in O’Fallon, West County, South
City and University City.
Description of the Market
Missouri is one of the strongest running markets in the country, especially in high
school and middle school. The number of participants keeps increasing every year. High
school cross-country race participation had an approximate average of 8,000 runners for the
2013 season and 9,600 athletes for the 2014 season. The state of Missouri also produces lots
of national caliber, and even international-level runners, such as Matt Tegenkamp, who
represented the United States at two Summer Olympics, in 2008 and 2012.
Target Market
Demographics Geographics Psychographics
High/Middle school
cross-country team
7-12 Graders
Parents
Within 75 miles of St.
Louis
High populated area
Areas with cross-
country course
Cross-country fans
Attend/watch cross-
country races
Watch cross-country
race online
4. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 3
Objectives
Big River Race Management sponsored the Forest Park Cross Country Festival; the
largest high school cross-country race presented by Saucony, close to 3,000 high school
athletes participated. As Missouri is one of the best markets for cross-country/running in the
country, we expect that the number of participants will keep growing while more people have
gained knowledge about running when they are in high school and middle school. Therefore
our objectives for the Big River Challenge are:
Host a summer series of races for high school and middle school runners (1 mile, 2
miles, and 3.1miles). Each race will be hosted every other Saturday throughout the
summer. The first race will be held (1 mile) 27th June 2015, the second race (2 miles)
11th July 2015, and the third race (3.1 miles) 25th July 2015.
o High school varsity, junior varsity Boys
o High school varsity, junior varsity Girls
o High school freshman Boys
o High school freshman Girls
o Middle School Boys
o Middle School Girls
o High school varsity Boys, Girls team * (7 runners, top 5 score)
o Middle school Boys, Girls team* (5 runners, top 4 score)
Gain brand/company loyalty while runners are young
Support local high/middle schools
*Runners who sign up for varsity team will automatically be in the varsity division,
runners have to attend the same school to form a team.
5. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 4
Schedule of Events
(A) Special Events
Big River Night
Two days before each race, Big River Company will host a free Big River night at
their 4 different stores. Coaches, parents, and runners from different schools can have a
chance to meet each other and also pick up their race package at the store. At that night,
snacks and drinks will be provided and every purchase will have a discount of 15% off. Also
Big River Running Company will have guest speakers to talk with the runners.
Benefits:
More people know where the store is located
Hearing the guest speakers may help the runners
Possibly increase sales by promoting the product
Fun Run with the Pro
The day before each race, Big River Running Company will host a road run training
session at their 4 different stores, and it will be open to the runners for free. The runners can
run with the collegiate runner and ask them questions about how to prepare themselves for
the race, such as what should they eat the night before etc.
Benefits:
More people know where the store is located
Gain knowledge about running
Last minute purchase (such as power bar etc.)
Night with the Stars
The night after the last race in the summer series, Big River Running Company will
host an awards ceremony for the winners of different races and the overall champions. The
ceremony will be hosted by one of the high schools in the St. Louis Area. The Overall top 5
runners from each individual category will get a trophy, a pair of shoes worth $75 (varsity
and middle school only) and a Big River t-shirt with their name on it. The top 10 runners of
each individual category will get a trophy, one hoodie that is worth $50 (champion), one long
6. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 5
sleeved shirt that is worth $25 (second place), one water bottle that is worth $10 (third place)
and a Big River running shirt with their name on it. The overall team champion will get a Big
River runner’s gear kit (one trophy (for the whole team), running shirt with team name and
shoes that are worth $75).
Benefits:
Increase customer’s loyalty by giving out running gears.
Make the race more competitive
Free promotion when the runner wears Big River running gear
(B) Advertising
Social Media
To maximize effectiveness and minimize the cost, using social media such as
Facebook, Twitter and Snapchat, is the cheapest way to promote the Big River Challenge.
We will set up a Big River Challenge group page on Facebook and Twitter for the public to
discuss the races. Also we can work with Snapchat and create a new filter for the user. This
idea will be a win-win situation, based on the user having to use those social media to discuss
the event; it will help to promote both Big River Challenge and the social media itself.
Beside those three, we can also advertise on local sports-related websites such as
MoMilesplit, and MSHSAA (Missouri State High School Activities Association). By
clicking our ads; the Internet user will be connected to the Big River Challenge homepage,
providing the opportunity to know more about the race and Big River Running Company.
Also if the user is an athlete or a coach, they can register the race online, the earlier they
registered, the cheaper registration fee.
7. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 6
Banner Advertising
As we interviewed Deb, the store manager of Big River Running Company in South
City, she mentioned they prefer hanging banners around town instead of TV ads. The reason
is the TV ads cost a lot for them to have a 1-minute ad. The advantages for hanging the
banner instead of TV ads are banners cost less and the banner can stay for a long duration.
In-Store Advertising
For in-store advertising, we can put up advertisements in the store. The
advertisements should be put up at eye level, at the ends of aisles and near checkout counters.
We can also have some in-store video displays and show the race promotion video.
(C) Display
"The test of a good display today is: Does it sell? "
Today we bring to this campaign many good ways of displaying and promoting Big
River Running Company.
Souvenir stands:
Have a lucky drawing after each race; participants can use their number bib for the
lucky draw ticket; winners will get water bottle that worth $10.
Have banners set up where people can clearly see them and they draw attention.
Hand out free t-shirts with the company name and race details on the back.
Hand out free plastic glow-in-the-dark wristbands that say Big Rivers and every time
it is worn when visiting the store, a 10% discount is given off of the purchase.
Facility Decor:
Hand out coupons to loyal customers based on an account created with the store.
8. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 7
Have a drawing in the store; customers complete pre-made information sheets that
give them an opportunity to win a pair of Big Rivers Running shoes.
Have pre-made pamphlets next to the check out counter with information on the
company and promotions.
Give out free magnets or car stickers next to the check out counter.
(D) Publicity
Appearances
Send out coupons, birthday cards to loyal customers.
Donate to local charities.
Create a customer loyalty program to encourage future purchases.
Have Big River officials such as Matt or others run in a marathon promoting Big
Rivers.
Press Releases
Sponsor a local sports team. Send out a press release or feature article and get Big
River logo on the team uniforms. This builds awareness.
Send out press releases each time Big Rivers donates to a local charity.
Media
Speak at seminars and teach workouts. Big Rivers will receive publicity from
marketing the event and from the event itself.
Publish articles in trade or local magazines. The majority of people think published
work is more valuable than a simple blog post, and articles cost less than advertising
in the same magazine.
9. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 8
Survey the customers to see what they’re interested in and what we can do to improve
Big River.
Responsibility Sheet
Employee Duties/Responsibilities
1. Matt Helbig
Owner/CEO
Give out awards to the athletes
2. Tom Eckelman
Partner
Measure and certify courses
3. Patrick Hamel
COO
Event timing and registration
Timer training
Scheduling and communications for
events
4. Jeffrey Promnitz
Race Director
Find and award sponsorships and
contracting vendors
5. Jordan Bernath
Project Manager
Upload results to the website
Update the event
6. Advertising Team Expand online presence through E-
mail, social media, and banner ads
7. In-store employee Promote the race and set up in-store
advertisement
Give out racing kits, T-shirt, and gift
card
10. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 9
Budget
Event Project Expenses
1. Big River Night
Include snacks, drinks, and guest
speaker
Goldfish crackers $35.49/per box
(72 count) x 12, three box per store x
three nights
Nestle bottled water $4.99/per box
(24 count) x 16, four box per store x
three nights
Guest Speaker: In House
Staff: In House
Totals: $1,517.16
2. Fun Run with the Pro
Include water and coaches fee
Coaches: In House
Nestle bottled water $4.99/per box
(24 count) x 16, 3 box per store x
three nights
Totals: $239.52
3. Night with the Stars
Include pizza, drinks, awards,
hoodies, t-shirts, and shoes
Papa John’s pizza $8.99/per one
(XLG) x 200
Nabisco Cookies & Crackers Variety
Pack $5.50/per box (36 pk) x 20
Nestle bottled water $4.99/per box
(24 count) x 30
Vibrant Crystals Trophy $4.99/per
trophy x 284
Hoodies $50 x 80
Long sleeves shirts $25 x 80
Water bottles $10 x 80
T-shirts $4/each x 284
Shoes $75 x 44
Place: In House
Totals: $14,710.86
4. Big River Challenge
Include timing system, course fee,
lucky draw water bottles, wristbands,
and staff
Timing System: In House
Place/Course: No cost
Staff: In House
Lucky draw water bottles $10 x
20/per race x three days
Wristbands $0.40/each x 3,000
Totals: $16,510.86
5. Advertising
Include banner, social networking
site, and e-mail list Totals: $20,000.00
Total Expenses $52,978.40
11. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 10
Net Balance: +$67,021.60 (+226.5%)
Statement of Benefits:
Our promotional campaign will revitalize both Big River Running Company and Big
River Race Management by gaining many new runners and customers.
Big River Running Company is a sports authority company that couples its values
with great marketing and business to offer many benefits to their customers. Big River’s main
goal is to genuinely give back to the community the profits they make, doing things such as
spontaneously giving away free Big River Running t-shirts and gift cards. This generosity
accomplishes the mission and vision of the company while promoting the organization as
runners wear equipment advertising their logo. They also hire speakers to present to the
community about topics such as, racing performances, health, and injury prevention.
Big River is intent on helping the customer feel at home and welcome once arriving at
the store. Big River is a unique company that cares for their customers’ needs, wants, and
satisfaction after purchase. They will go the extra mile to exceed the customer needs. Their
employees are long-term runners themselves, and actually know what type of shoe best fits
the body type when doing a workout or race.
Professional employees are hired that will gladly explain to the shoppers the
mechanics of running and how it coincides with various shoe types, along with which shoes
in particular, are better for individual needs.
The goal at Big River Running Company is not to just make a profit off customers.
They, as a marketing business, want shoppers to be satisfied with what they have purchased
to ensure a returning clientele.
Event Project Gains
1. Big River Challenge Registration fee $40/per person for
the whole series x 3,000
Total Gains $120,000
12. Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 11
Big River is already established as a successful “running” store based on their code of
service and business mission. Our advertising campaign will only complement the company
and the races they oversee. First, the speakers that are hired to promote and inform runners of
the company’s intentions are to pull in more adolescent customers. In our promotional plan,
the main goal is for Big River Running Company to gain loyal fans starting at a young age,
so that when those young fans become adults, they are only interested in shopping at Big
River. These runners have been served well throughout the years and are pleased with the
product, knowledge, and service they have received. This is what the returning customers
have come to expect and appreciate, and it’s all they have known; Big River Running
Company has been a good retail store to them for the majority of their life.
Big River hosts a fun and friendly training program for runners and walkers of all
ability levels to prepare for half or full marathons. This helpful training group guides athletes
with highly official coaches and teammates who share similar goals. As the second part of
our promotional plan, we would employ these helpful individuals to officiate a series of
lower mileage races as a tool to recruit the younger crowd. A promotional day will be held in
the store before each of these races and professionals will be able to provide informative
feedback on shoe style/type, feet type, running style, body type, and more. With this
information, runners will be able to purchase the shoes specific to their wants and, hopefully,
run a better race as they begin the new series. Each race will keep them returning for any of
their running needs, thus building the clientele from an early age.
Bibliography
http://bigriverracemanagement.com http://www.fpxc.com
http://www.bigriverrunning.com http://www.referenceforbusiness.com
Kristen Jorgensen (Director of Education) Deb Siewing (South City store manager)