The document summarizes findings from a survey about an obstacle race event called Warrior Dash. Key findings include: - Location and price were the top factors for not attending again - More people would attend if they could get a free race voucher for volunteering - Social group dynamics did not impact attendance as much as expected - People were interested in the corporate outing option but did not know it existed The majority of participants said price was a factor in whether to attend. 38% would be more likely to participate if the race cost $21-40, while only 15% were willing to pay Warrior Dash's current higher price range.

1. Aaron, Emily,
Jonathon & Jordan

2. By the Numbers
90% customer satisfaction
1:1 participant to spectator ratio
3 million participants in the past 7 years
14 million dollars in donations to St. Jude’s Childrens’ Hospital
Average participant age: 34
Average time to finish an obstacle: 45-55 minutes

3. Our
Findings
Location and price were the top 2 factors in NOT attending the event again
More were willing to attend if obtaining a free race voucher for volunteering
Social group dynamics did NOT have as large an impact as expected
People interested in a corporate outing with Warrior Dash, but did not seem to know one
already existed

4. Findings continued...
Insert graphs and tables
Q: When you and your group attend
these events, who is responsible for
getting the group together?
Q: Would you consider doing
volunteer work for a free race
voucher?

5. 92.31%
of participants said that price was a factor when
contemplating whether or not to attend an obstacle
race

6. 38% indicated that
they would be
more likely to
participate if the
race cost was
$21-$40
While only 15%
were willing to
take part at
Warrior Dashes
current price
range.

7. Creative
Brief

8. ● Problem
○ The main issues presented by Red Frog Entertainment was
participation and retention rates for the Warrior Dash obstacle
course run.
● Communication Objective
○ Spread awareness of the corporate package and its benefits in
order to attract a new, repeating audience.
○ Increase knowledge of the Warrior Dash corporate package
amongst our target audience by 20% by the third quarter of 2018.
Creative Brief

9. ● Target Audience
○ 18-45 years old
○ no gender skew
○ sees themselves as an average athlete
○ slightly adventurous
○ work-orientated; money-conscience
● Consumer Insight
○ If the Warrior Dash corporate package was utilized as a selling point
for the event, then the event will have a higher annual turn out and
retention rate.
Creative Brief

10. ● Brand Imperatives
○ Keeping the race friendly and non-intimidating for all people (focus more on “fun” than
“competition”)
○ use of the Warrior Helmet logo
○ other Warrior Dash differentiators (free beer and fuzzy hat prizes, obstacle previews)
● Selling Points
○ Only race that any athletic type can finish
○ St. Jude’s charity partnership
○ more comfortable to try something new with a group
○ discounts associated with corporate package
○ use as “team building” activity for company outings
Creative Brief

11. ● Media Imperatives
○ Facebook, Instagram, Twitter, and Snapchat
○ Possible Snapchat filter for this campaign could be a front facing
filter that puts the Warrior helmet on you, but makes a much more
entertaining graphic image when other people are in frame with you
○ YouTube advertising could be useful, since this coming generation
of young adults do not regularly watch traditional television.
Creative Brief

12. Thanks!
Any

13. Sources
"The 5k Obstacle Course Race Series." Warrior Dash. N.p., n.d. Web. 06 Mar. 2017.