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.