Run For Support

Every year the UW-SP Sports Medicine Club puts on a 5k run/walk to promote the Sports Medicine organization to the campus and community. The event is held on campus and the run goes through Schmeekle Reserve. Additionally, the Club donates a large portion of their proceeds to an organization relating to health and wellness. This year the chosen organization is the Wounded Warrior Project. I have been apart of this fundraiser for the past 4 years and this year I will be taking on more of a mentoring roll for our students who put  the event together. I have decided to work with our students to help market not only our Sports Medicine brand but also help increase the success of this fundraiser.
     So, that is the background information. Each of the past four years the attendance of the run/walk has increased by roughly 50 participants with last year’s attendance reaching 400 people! Forms of soft ROI used in the past include the following: facebook page, paper advertisement, posters and flyers, and word-of-mouth techniques. To make this year’s run/walk even more successful I would like to work with our sports medicine students to create non-traditional advertisements using youtube videos. I want to have our students join up with the new ROTC program on campus and put together 3 or 4 different videos promoting the run/walk and the importance to giving back to our wounded warriors. I also want to look into running websites/blogs in the area and reach out to that population. One last idea I thought about was to get the event out via twitter and use different campus twitter accounts (uwsp athletics, uwsp CPS…etc) to pass the news about the event.
   To help measure hard ROI, I would like to add a survey on the registration form of how the participant heard about the run/walk. I feel this will be a great tool to measure our efforts of soft ROI and which tools worked better than others.

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2 Comments

  1. this is a great idea. i have much respect for the soldiers and it seems that this is a very good program. I think getting the ROTC involved through youtube videos can help both organizations. The survey is also a great way to figure out if the social media tools worked.

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  2. Gregg Wow!

    Great post and being a veteran, great program. Love your enthusiasm.

    First, you have given some solid examples via numbers demonstrating growth in the numbers of people participating in the run. Second, you have given some examples of tactics you would like to use to further increase both growth of the run and awareness of the Wounded Warrior Project.

    Here are some thoughts:

    “I want to have our students join up with the new ROTC program on campus and put together 3 or 4 different videos promoting the run/walk and the importance to giving back to our wounded warriors.”

    Cd’s response: The above is excellent. Ask particular questions during the video or highlight certain passion points that will make the videos memorable and want those who are into running or supporting runs want to participate.

    “I also want to look into running websites/blogs in the area and reach out to that population.”

    Cd’s response: The above is a good idea. The trend is now in “guest blogging.” You will still play a role as the editor and publisher of the blog. You will still add content to the blog. But don’t do all the work. Invite guest bloggers. Some of your guest bloggers can be some of the board members and staff who are participating in the Wounded Warriors Project. Some of the guest bloggers can be those who have ran before. A good guest blogger will be “repeat runners.”

    Also, being a former magazine editor, I encourage you to not just blog, but set up an editorial calendar where you are looking for certain topics and content. Make sure that your content correlates with each run/event. This will also help increase awareness and focus of the event.

    ” To help measure hard ROI, I would like to add a survey on the registration form of how the participant heard about the run/walk. I feel this will be a great tool to measure our efforts of soft ROI and which tools worked better than others.”

    Cd’s response: Kuddo’s! A survey is an excellent way to track paid registrations and attendant response. Also, you can track future participation by creating a code for existing runners and pass along a discount to a friend card if they bring someone new to the run. This will increase awareness of the program, increase number of participants ( you are doing a good job of that now ) and also bring more publicity.

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