THE COLORADO COLFAX MARATHON 2008 - 2010
"Especially because we are a nonprofit and a small business, being able to update our website saves us time and money. Our operations manager can keep information updated with ease and whenever the need arises. Additionally, having a HyperSite has streamlined our ability to communicate with our runners, sponsors, and volunteers. We appreciate Don and his team for making our job easier and cost effective."
D Michaels, President and CEO
The Colorado Colfax Marathon 2009-2010
Working together
The Colorado Colfax Marathon runs on the longest continuous commercial street in the U.S. In 2008 The Marathon set a goal of registering 5,000 runners for its third annual race.
But 2008 would be a challenging year for the Colorado Colfax Marathon. In its second year, The marathon had experienced bad press and a decline in runners. There were many tasks to be done, and few hands to do it.
Propaganda Labs was up for the professional challenge. In addition, the Marathon ran right through its hood, so the PL team had a personal connection to its success. After strategizing marketing with the Marathon Executive team, PL built the Marathon an easy-to-update website, where runners could easily register for the races, including the full marathon, half-marathon, marathon relay, and kids’ one-mile race, view the new and improved course, find out about the new Charity Partners program, and more.
The marketing campaign kicked off with print ads running in the Denver Post, Rocky Mountain News and other area sports magazines; PL directed and created an e-mail campaign to past and current runners; targeted direct mail campaigns to the running and business communites. PL added a blog to the website and made it very search engine friendly. PL continued executing the marketing strategy thoughout the months long campaign.
The result:
• A record 5,241 athletes registered for the 2008 Post-News Colorado Colfax Marathon. 400 kids ran the one-mile Kids’ Marathon Milers race. A brand new course that started and finished in City Park helped attract more than 30,000 spectators together with 1,089 volunteers assisting along the course.
• 41 local and national charities recruited participants to run or volunteer and raise funds for their causes – and 3 local charities raised more than $50,000 alone!
• More than 40 stories about the marathon appeared in print and broadcast news sources.
• Nearly 50,000 visitors came to the marathon website during the month of May, and stayed to look at an average of 6 pages. The blog brought in over 4,000 unique visitors. Weekly e-blasts went out to over 8,600 folks who had opted-in to receive Marathon information and updates.
• The 2008 Colorado Colfax Marathon was a success and has survived to be bigger and better in 2009 and now 2010 brings the Colorado Colfax Marathon to a 5 year mark.
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