Currently, the Fond du Lac Running Club has enough funding in the treasury to successfully implement and manage all its events on an annual basis. The club’s largest event takes place in June and is known as the Walleye Run/Walk. Through its immense participation rates and revenue, the Walleye Run/Walk basically funds all the club’s other events. If the Walleye Run/Walk were to have a less successful, low-income year, the club would not be able to fund any other events. Whoa, can you say large problem?!
So, you ask, “What are you going to do about that?” And we have an answer to your question. We are going to implement another large, profitable event. The new event will be just like the Walleye Run/Walk but with a different name, the Hot Trot Run/Walk. The Walleye Run/Walk has grown to exist over the last 35 years but we can’t wait 35 years for the Hot Trot to do the same. Instead, we are turning to social media to advertise our event. More advertising = more participation = more revenue. Through the use of Active.com registration and its “share on Facebook” campaign and through on-site registration and Foursquare, we will increase participation. This will be measured through the club’s budget and a participant survey.
The hard ROI of the Hot Trot event is to increase the profit of the club by 40% and will be measured with the budget. The soft ROI of the Hot Trot is to better the community’s health through participation in our event. This will be measure through social media clicks and the participant survey.