half 2015 event report

Fairfax Events I The Sydney Morning Herald Half Marathon I Sunday May 15

Event Report 2015


Contents 00

2

01 Introduction

02 Our Audience

03 Charity

04 Partners

05 Merchandise

06 Health & Fitness Expo

07 Marketing Strategy

08 Media Partners

09 Website

10 Registrations

11 Hospitality

12 Winners Results

14 Participant Survey Report

Image


01 Almost 13,000 runners participated in Sunday's The Sydney Morning Herald Half Marathon, raising more than $820,000 for hundreds of charities around Australia.

This event is a must for the Sydney running community and we’d like to extend a big thank you to everyone who supported the run. Once again we are overwhelmed by the support and for the money raised.

Additional thanks must go to the hundreds of volunteers who come out in the early hours to help the runners through the course. On what was national volunteer week, we truly are thankful.

Liam Adams from Melbourne crossed the finish line first in the men’s field in a time of 01:04:25. Jeffrey Hunt from Sydney came in second and Matthew Cox from Moorebank third with times of 01:07:35 and 01:09:54 respectively.

The first female across the finish line was Olympian and local girl Eloise Wellings who ran a time of 01:13:20. Second and third was Cassandra Fien and Sarah Klein from Queensland and Victoria who closely followed with times of 01:15:21 and 01:16:02.

The first relay team across the line were Rohit Budha and Ritesha Rai, Nepali Gurkhas in Sydney for the event, who finished first in a time of 01:25:59.

The SMH Half Marathon event which catered for all levels of running abilities, has previously been taken out in the by some of Australia’s most iconic names in distance running including the current course record holder Pat Carroll, Steve Moneghetti, Glasgow Commonwealth Games Gold Medalist Michael Shelley, Heather Turland and the late Kerryn McCann.

3

Introduction &

Thanks


“Quote”

details

“Our runners and guides had a great time yesterday! Thanks to all the wonderful people who cheered our teams on and thanks for organizing such a great event!” Achilles Running Club Sydney, Facebook


The Course

Commencing on College Street, adjacent to St Mary’s Cathedral the 21.1km course winds its way past some of Sydney’s most iconic CBD landmarks. Heading across the Western Distributor and taking in some great views across Darling Harbour the course enters the leafy suburb of Pyrmont before returning to the CBD and heading towards the Harbour Bridge and onto the Cahill Expressway for the best view of the Sydney Opera House, the course turns into the Royal Botanic Gardens before heading back onto College Street and turning for the spectacular finish line in Hyde Park in front of the Archibald Fountain.


Relay Course

The Relay course follows the same course as the full Half Marathon, with Runner 1 covering the first 7km and Runner 2 covering the final 14km with a transition point at Metcalfe Park in Pyrmont


7

02 Our Audience

Outdated Interstate Entrants

ACT

NSW

NT

Outside Au

QLD

Outdated Overseas Entrants

USA UK Netherlands Spain South Africa Switzerland

Singapore NZ Belgium Brazil Canada Finland

France Germany India Indonesia Ireland Italy

Malaysia Nepal Netherlands Norway Phillipines


8

Our Audience

Half Marathon Entrants

Starter, Finisher Comparison

Total Entrants 12,624

Total Female Entrants 5,159

Total Male Entrants 6,725

Total Finishers 9,303

Female Finishers 3,967

Male Finishers 5,337

Total Relay Entrants 756

Total Relay Finishers 662

0

500

1000

1500

2000

2500

00-12 13-15 16-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89

Male

Female


9

Our Audience

Male 57%

Female 43%

Half Marathon

Male 33%

Female 67%

Relay


10


03 Charity

Charity Program

Online Fundraising System Everyday Hero (EDH) was appointed to create a personalised, web-based fundraising system for the event. The online system was promoted to all participants as the easiest way to raise money. The system was used to calculate the total amount of money raised across all charity organisations. The online fundraising system was accessed directly from the event website through the Give Gauge fundraising tally, and had the following features: • Allowed participants to choose their favourite charity, then create and personalise their own fundraising website page • Participants each had a unique website link which they could send onto their friends and family to seek sponsorship • The participants’ fundraising page had a fundraising tally, and a personalised target • Participants’ could create their own blog to update friends on their progress • If a participants’ favourite charity did not appear on the website, they could request it to be added. Everyday Hero would then sign up the charity.

This year, The Sydney Morning Herald Half Marathon provided entrants with the option of a one off donation during the registration process. In total this donation raised $46,327.55 for our selected charities. Upon combining this with all funds raised through Everyday Hero donation pages, $871,307.07 was raised.


12

Charity

Image

Fundraising Totals

Overall Total

The overall total funds raised for the 2015

Sydney Morning Herald Half Marathon was

$871,307.07

Online Fundraising Results

A total of 1,131 hero pages were created in

this year’s event with 68% of these pages

being active.

113 of the 866 registered charities received

donations

The average raised per active hero page

was $1068.62

The top fundraising charities were:

1. The Royal Hospital for Women

Foundation

2. beyondblue

3. The Katrina Dawson Foundation

4. Breast Cancer Network Australia

5. Black Dog Institute

Collectively these charities raised a total of

$726,442.01

One-off Donations Results

During the registration process entrants were

given the chance to donate an amount of

their choosing to a list of registered charities.

This year 1,387 entrants donated a total of

$46,327.55 funds upon registering.


04 Partners

13


14


15

“Thanks volunteers. You made it so much easier for us runner with your encouragement” Tesh Sodhi, Facebook


16 “Thanks for organizing the event. It was fun” Facebook Edina Vig


17

“Unreal effort by everyone such a well done event. I don’t think there was one volunteer who wasn’t smiling. Top job by everyone involved!” Jamie Deveaux, Facebook


18


19


20

adidas

Countdown Print Sydney Morning Herald, Published February 21

The Sydney Morning Herald (Sat)

Readership: * 214,387

Source: *emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending Nov 2014. Nielsen Online Ratings Nov 2014, People 14+ only. SMH Print: Sydney Morning Herald (M-Sat Av) #Audit Bureau of Circulations, Sep 14


21

adidas

Countdown Print Sydney Morning Herald, Published March 21





22

adidas

Countdown Print Sydney Morning Herald, Published May 9





23

adidas

Post Event Wrap Sydney Morning Herald, Published May 18





24

adidas

8 Weeks To Go eDM: Adidas used the 8 weeks to go eDM to

promote the Ultra Boost, informing

runners that the new adidas Ultra Boost

gives you the highest level of energy

return and durability

Sent date: Sunday, March22


25

adidas

1 Week To Go eDM: Adidas used the 1 week to go eDM to

promote official event merchandise at

the finish, along with the Boost shoe

Sent date: Sunday, May 10


26

adidas

Results eDM: Adidas used the results eDM to

congratulate all the runners who

completed the Half Marathon



27

adidas

Website Banners Website Advert

Date Added: 19/04/15

Date Removed: 31/05/15

Click Throughs: 1861

Results Advert



Click Throughs: 582

Logo Partners Page Click Throughs: 559

Website Footer Click Throughs: 375

Results Page Footer Click Throughs: 267


28

adidas

Social Posts


29

adidas

Adidas Training Plans


30

adidas

Bibs - Pacers

Bibs - Front

Bibs - Back


31

Rebel


32

Rebel


33

Rebel






34

Rebel

Event Guide Sydney Morning Herald,

Published April 4





35

Rebel

Countdown Print Sydney Morning Herald, Published April 25





36

Rebel

8 Weeks To Go eDM: rebel used the 8 weeks to go eDM to

encourage runners to get into a rebel

store for the gear they need to reach

their personal best.

Sent date: Sunday, March22


37

Rebel

2 Weeks To Go eDM: The 2 weeks to go eDM inclusion was

made into a lead story for an added

push to promote merchandise before

the event



38

Rebel

Website Banners

Website Advert



Click Throughs: 978





39

Rebel

Social Posts


40

Rebel

Expo page


41


42


43


44

Hydralyte






45

Hydralyte

Event Guide Sydney Morning Herald,

Published April 4

The Sydney Morning Herald

(Sat)




46

Hydralyte

Countdown Print Sydney Morning Herald, Published May 2





47

Hydralyte

4 Weeks To Go eDM: Hydralyte used the 4 weeks to go eDM to

inform runners about hydration and

offering a $10 voucher to trial Hydralyte

before the event

Sent date: Sunday, April 19


48

Hydralyte

1 Week To Go eDM: Hydralyte used the 1 week to go eDM to

remind runners to hydrate during and

after exercise and provided the

recommended the amount of Hydralyte

pre race



49

Hydralyte

Website Banners

Website Advert Date Added: 19/04/15


Click Throughs: 883





50

Hydralyte

Social Posts

Competition with Seiko


51

Hydralyte

Hydralyte Sports Page


52


53

SKINS

4 Weeks To Go eDM: Skins used the 4 weeks to go eDM to

promote the new SKINS A400 range, that

improves performance and accelerates

recovery



54

SKINS

Website Banners

Website Advert

Date Added: 8/03/15



Results Page Advert



Click Throughs: 852



55


56

Jazz Apples






57

Jazz Apples

Website Banners

Website Advert



Click Throughs: 458



58


59

Virgin Active

2 Weeks to Go eDM: Virgin Active used the 2 weeks to go

eDM to inform runners that their clubs

have swimming pools, which is another

way to keep



60

Virgin Active

Website Banners

Website Advert

Date Added: 7/04/15





Blah Blah Blah

61

ORIX

Image

Image


62

ORIX






63

ORIX

8 Weeks to Go eDM: Orix used the 1 Week to Go eDM to

promote their brand – the best way to

include the vehicle of your choice in your

employment package, helping you

optimise your salary and the car you

drive

Sent date: Sunday, March 22


64

ORIX

Website Banner

Website Advert

Date Added: 5/04/15


Click Throughs: 826



Blah Blah Blah

65

SEIKO

Image

Image


66

SEIKO






67

SEIKO

4 Weeks to Go eDM: Seiko used the 4 weeks to go eDM to

promote the Astron GPS Solar

chronograph technology



68

SEIKO

Website Banners

Website Advert



Click Throughs: 770

Results Page Advert

Date Added: 1705/2015


Click Throughs: 582



69

SEIKO

Competition with Hydralyte


Blah Blah Blah

70

Sheraton

Image

Image


71

Sheraton Countdown Print Sydney Morning Herald, Published February 28





72

Sheraton

4 Weeks to Go eDM: Sheraton on the Park used the 4 weeks to

go eDM to inform runners of the hotels

location and it’s facilities



73

Sheraton

2 Weeks to Go eDM: Sheraton used this eDM offer runners a

place to recharge before and after the

race



74

Sheraton

Website Banners

Website Advert

Date Added: 8/03/15



Results Page Advert



Click Throughs: 752



75

Sheraton

Accommodation


Blah Blah Blah

76

GU

Image

Image


77

GU

2 Weeks to Go eDM GU used the 2 weeks to go eDM to

inform runners of the product, which

helps improve athlete performance



78

GU

Website Banners

Web Advert



Click Throughs: 930



79

Constant

Website Banner

Website Advert

Date Added: 8/03/15





80

Merchandise The Sydney Morning Herald Half Marathon, adidas and rebel have joined forces to design a range of official event merchandise.


81

Sponsor One Liners The below one liners were read out at the start by the event MC

START

For 20% extra energy head online or in store to check out the new adidas Ultra Boost.

GU Energy Australia wants you to GU FOR IT today! GU Energy Australia wishes all athletes taking part in today's Sydney Half Marathon a great race. Don't forget to stay fuelled for your best race results. Don't forget to stay fuelled for your best race results. You can pick-up GU - fast food for athletes - at one of our run-though stations on the course.

Rebel wishes all runners the best of luck in today’s Half Marathon. Don’t forget to pick up your official merchandise at the race village and stop by the warm down zone to stretch and recover.

Lemon Lime flavoured Hydralyte Sports will be available in the orange branded cups at all aid stations - be sure to pick one up & remain hydrated during the race.

SKINS is a proud partner of the 2015 Sydney Morning Herald Half Marathon. Good luck to all the runners today. Train harder, perform better and recover faster in SKINS!

There is a famous saying that the hardest part of running a race is getting out of bed – Virgin Active congratulates you on getting out of bed this morning and for putting in the training to enjoy today’s race.

With an unforgettable crunch and the right combination of tangy and sweet, the fresh 2015 Jazz Apple harvest will be at the finish line to give participants that much needed post-run boost!

An ORIX Novated Lease can save you thousands of dollars on both the purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing


82


SEIKO experts in time, SEIKO one step ahead of its competitors.

Sheraton on the Park, Sydney’s premier 5 Star Hotel opposite Hyde Park, proudly supports the Sydney Morning Herald Half Marathon. Good luck to all runners

FINISH

Need a new pair of shoes after today’s run? Check out the new Ultra Boost from adidas with 20% more energy, available online at adidas.com.au

Rebel congratulates all runners in today’s Half Marathon we hope that you were able to better your best and achieved your goa ls in the race. Don’t forget to pick up your official merchandise at the race village and stop by the warm down zone to stretch and recover.

Be sure to pick up a cup of Hydralyte Sports from the Hydralyte crew under their marquees- replace lost fluid and electrolytes without the excess sugar.

Accelerate your recovery with SKINS RY400. Engineered to deliver more oxygen to your resting muscles, SKINS RY400 help reduce post race soreness. Pick up some on your way home today, sleep in them tonight and you’ll have fresher legs tomorrow!

Virgin active congratulates you on your run today and invites you over to their marquee to get a free in body scan to understand your body composition and some performance and training tips to achieve a new personal best for next year’s event

The fresh 2015 Jazz Apple season is now available in all major retailers, independents and green grocers nationally for that crunchy, juicy and sweet yet tangy taste that makes the ultimate workout companion.

http://adidas.com.au/


83


An ORIX Novated Lease can save you thousands of dollars on both the purchase and running costs of your new vehicle. ORIX: Simply Smarter Leasing

GU Energy Australia wants to congratulate every athlete who took part in today's Sydney Half Marathon

You can rely on SEIKO for all timing needs, SEIKO renown for timing, accuracy & reliability.

Sheraton on the Park, Sydney’s premier 5 Star Hotel opposite Hyde Park, proudly supports the Sydney Morning Herald Half Marathon. Congratulations to all runners


05 Merchandise


85

Merchandise The 2015 Sydney Morning Herald Half Marathon official merchandise range was available to participants via the online store and when they entered the event. The range incorporated a short sleeve tee and performance singlet for men and women, men’s long sleeve tee and event cap. The most popular item sold was the women’s event singlet, closely followed by the men’s event tee.


86

Merchandise

Harriers Singlets

Fairfax staff members are invited to join the Fairfax Harriers team and are entitled to an official event singlet that has been Harriers branded.


87

Merchandise

Volunteer, Marshal and Event Crew Tees

All event crew, volunteers and marshals wore official crew tees over the event weekend both on course and within the start and finish venue. The crew and marshal shirts were bright yellow and easily identifiable, whilst the volunteer tee was cobalt blue.


88

Merchandise

eDM’s A web banner was included on the

following Countdown eDM’s:

4 Weeks to Go

Sent date: April 19

Expo

Sent date: May 1

1 Week to Go

Sent date: May 10

Important Info

Sent date:

Official Merchandise was also the hero story

in the Expo eDM


89

Merchandise

eDM’s Official Merchandise was also the hero story

in the 2 Week to Go Countdown eDM and

the Expo eDM

Expo

Sent date: May 1

2 Weeks to Go

Sent date: May 3


90

Merchandise

eDM’s A solus Official Merchandise eDM was sent

out to all entered participants letting them

know Official Merchandise was now

available to purchase online

Sent date: April 16


91

Merchandise

eDM’s Congratulations eDM mention

Sent date: May 18


92

Merchandise

Print The Event Guide 4 page wrap of The Sydney

Morning Herald included a Merchandise

mention.

Published on April 4


93

Merchandise

Social Media Merchandise was posted 3 times on to the

Australian Running Festival Facebook page

A Tag and Win promotion was also ran

offering participants the chance to go into a

draw to win a $100 rebel voucher for

tagging a friend in the post


94

Merchandise

Website A Merchandise Web Banner was added to

the Half Marathonwebsite on April 15 and

remained on the site for the duration until

event day

Merchandise also featured on the home

page in one of the Home Page tiles and

slider section. The home page tile was

uploaded on May 2. The slider went live from

April 15

Slider

Web Banner

Home Page Tile

Participants were able to buy Official

Merchandise at the same time of entering or

via the online shop from April 11


95

Merchandise

Website Post event a home page tile and slider was

uploaded to assist promoting the 50% Off

sale

This was added to the website on May 19

Slider

Web Banner

Home Page Tile


HEALTH AND FITNESS EXPO

SYDNEY 2015

The HEALTH AND FITNESS EXPO

for The Sydney Morning Herald

Half Marathon is returning to

Lower Town Hall in 2015.

Forming a major part of the event

weekend, the Expo provides our

visitors with the best products and

information, delivering and

engaging pre event experience and

the opportunity for you to meet

every participant.

Admission to the Expo is free.

Participants, friends, family and

sporting enthusiasts attend over

the 2 day event.

06


Floor Plan


Exhibitors


STAND OPTIONS

STAND SIZE COST

3X3m $2,750+

gst

6x3m $5,000+

gst

Shell Scheme – White melamine walling, lighting, flooring, power and a fascia name board. Marketing Support – Package includes marketing support: Pre Expo eDM inclusion to 195,000+ database, facebook post and Twitter tweet.

HEALTH AND

FITNESS EXPO

RATE CARD 2015

PACKAGE INCLUSIONS


DATES: Friday, May 15 (8am-7pm) Saturday, May 16 (9am-5pm)

LOCATION: Lower Town Hall, Druitt Street, Sydney, NSW 2000

CONTACT DETAILS: Jamie Butler-Underwood [email protected]

M: 0421 076 871 P: 02 9282 1276

HEALTH AND FITNESS EXPO

mailto:[email protected]


07 Marketing

Strategy

101

Overview

The 2015 marketing strategy focused on driving awareness and entries to The Sydney Morning Herald Half

Marathon.

A secondary campaign was also put in place to position to encourage a new audience to enter the relay as a

team.

Due to these event being Australia’s largest and most prestigious half marathon a strong communication focus

was to encourage people to take on a new challenge.

An integrated 15 week marketing campaign was launched on Feb 2nd, comprising print, online, radio, tv, social

media, EDMs, outdoor and partner databases including sponsors, charities, Fairfax partnerships and local groups

Objectives

• Drive entries to to The Sydney Morning Herald Half Marathon

• Raise awareness and drive Gold Charity Entries and support a fundraising target of $1 million

• Raise awareness and drive entries to the Relay component

• Position the event as Australia’s largest and most prestigious Half Marathon

Key Message

Step up to the challenge and be part of Australia’s largest and most prestigious Half Marathon on Sunday, May

17, 2015. Get involved in The Sydney Morning Herald Half Marathon as an individual or share the experience and

enter as a relay team, splitting the course into a 7km and 14km leg.

Taking thousands of runners past Sydney’s most iconic and spectacular landmarks, including the Opera

House, Harbour Bridge and Royal Botanic Gardens. Help us to raise $1 million for over 800 charities.

Taglines:

1. Dare to go the distance

2. Where your PB is waiting

3. It’s not about winning, it’s about finishing


102

Campaign

Positioning

The Sydney Morning Herald Half Marathon is Australia’s largest and most prestigious Half Marathon. The course takes in

the best of Sydney city’s iconic landscape, starting at Hyde Park, including views of the Sydney Opera House,

Harbor Bridge, The Rocks and Pyrmont Peninsula. It attracts a loyal, educated audience that are looking to take on

on a challenge.

Target Market

While 44% of Sydney based participants rated achieving their goal as their most satisfying factor, visitors to Sydney

actually found the scenic course views drove satisfaction (45%)

Primary audience: Half Marathon

• Challengers that like to run and achieve a goal

• Those who are already aware of the event, in training and participate each year

• Sports lovers & members of run, fitness & sports clubs who love the thrill of event day

Growth area: Relay

• Active minded, healthy lifestyle lovers that are looking for a fun, community experience to be part of

• New to running and can step up to the Half Marathon next year

• Women are a particular target

Logo


103

Communications Strategy

Various channels were be used to deliver the 15 week marketing campaign.

Key dates

Special Launch Price - Entries now open (May 18 2014 – Nov 12)

Early Bird Price – Early Bird available (Nov 13 – March 11)

Standard Entry Price – Enter now (March 12 – May 6)

Late Entry Price – Last chance to enter (May 7 – May 16)

Expo (May 15 – May 16)

Half Marathon (May 17)

Thank you and post-event wrap-up (May 18)

15 WEEKS OUT 12 WEEKS OUT POST EVENT

• Advertising across the

Fairfax print & digital

network

• Social media content

• EDMs to NSW database

• Large scale print

campaign in

related masthead

• Editorial and PR

• Social media &

digital paid

advertising

• Countdown EDMs

to participants

• Advertising across

• Regional Fairfax print

network

• Outdoor advertising

• Media partner

promotions

• Partner database

integration

• Event wrap up in

related masthead

• Event images & video


Communication Plan

The event creative was refreshed for the 2015 to communicate cross promotional aspect of the

event and appeal to a broader market. This creative is strong and offers to a mass market, striking

and colorful graphics were used to produce a contemporary look and feel.

All creative and press advertisements were designed by the Fairfax Media art studio.

PLATFORM REACH VALUE

PRESS 2,604,000 $1,258,076

PR 6,722,202 $2,511,198

DIGITAL 4,601,240

SOCIAL 1,110,903 $5000

ENEWSLETTERS 189,000

PARTNERS 1, 231,112

MEDIA PARTNERS 1,422,605 $55,000

TOTAL 17, 881,062


105 105

Press

Throughout February, March, April & May press ads ran in The Sydney Morning Herald, The Sun-Herald and The

Australian Financial Review.

These advertisements were a key element of the events’ success in driving ongoing audience engagement

throughout these months.

The Sydney Morning Herald - Readership : 785,000

- Launch wrap: 20 Feb

- House ads: 1 Feb – 18 May

- Full page weekly countdowns : 28 Feb – 9 May

- 4 Page Event Guide : 4 Apr

- Post Race full page ad: 18 May

The Sun-Herald - Readership: 812,000

Australian Financial Review - Readership: 1,007,000

- House ads: 1 Feb – 18 May

Total: - Reach: 2,604,000. Value: $1,258,076

T


106 106

Press The Sydney Morning Herald Half Marathon was promoted extensively in The Sydney Morning Herald and The Sun- Herald. All

press advertisements were designed by the Fairfax Media. The ads featured the event logo and several hero images

featuring in action shots of previous participant The imagery used encapsulates the essence of the fun community spirit, the

enjoyment of the event and the Sydney landscape.

Early bird entries now open – Full page ad


107

Press

Last chance to enter – Full page SMH May 9, 2015


108

Press

Front Page Banner

Early bird entries closing – ¼ page strip


109

Press

Sun-Herald

Half page horizontal

March 1, 2015


110

Press

Full page ad – TV

Guide

February 15, 2015


111

Press

Front page feature

February 20, 2015


112

Press Schedule DATE SIZE SECTION VALUE NEWSPAPER

17th Jan 2015 10x7 EGN $9,821.55 Australian Financial Review

26th Jan 2015 ¼ page strip The Guide $7,646.32 Sydney Morning Herald

1st Feb 2015 ¼ page strip TV Guide 2 $11,585.12 The Sun-Herald

2nd Feb 2015 ¼ page strip TV Guide 1 $7,646.32 Sydney Morning Herald

5th Feb 2015 ¼ page strip Sports $7,646.32 Sydney Morning Herald

7th Feb 2015 T24 Entertainment $9,615.60 Sydney Morning Herald

8th Feb 2015 ¼ page strip TV Guide 1 $11,585.12 The Sun-Herald



12th Feb 2015 5x7 Front Page $16,848.00 Australian Financial Review

14th Feb 2015 ¼ page strip EGN $22,120.00 Sydney Morning Herald

14th Feb 2015 T44 Entertainment $7,646.32 Sydney Morning Herald

14th Feb 2015 10x7 EGN $5,114.00 Australian Financial Review

15th Feb 2015 Full page TV Guide $46,340.48 The Sun-Herald

16th Feb 2015 5x7 Front Page $16,848.00 Australian Financial Review



19th Feb 2015 10x7 EGN $5,114 Australian Financial Review

20th Feb 2015 Wrap Full Paper $61,170.00 Sydney Morning Herald


21st Feb 2015 ¼ page strip Bus $9,821.55 Sydney Morning Herald

21st Feb 2015 10x7 EGN $7,646.32 Australian Financial Review


28th Feb 2015 T64 Sports $22,120.00 Sydney Morning Herald


1st March 2015 Full page TV Guide 2 $46,336.00 The Sun-Herald

1st March 2015 HPH Sunday Life $23,168.00 The Sun-Herald

1st March 2015 T44 Forever Young $7,646.32 The Sun-Herald

2nd March 2015 ¼ page strip Sports $9,821.55 Sydney Morning Herald


113

DATE SIZE SECTION VALUE NEWSPAPER 2nd March 2015 10X7 EGN $7,000 Australian Financial Review

2nd March 2015 Full page The Guide5 $30,585.28 Sydney Morning Herald

3rd March 2015 ¼ page strip Sports $7,646.32 Sydney Morning Herald

4th March 2015 ¼ page strip Sports $7,646.32 Sydney Morning Herald

6TH March 2015 10x7 EGN $5,114.00 Australian Financial Review

7th March 2015 T64 Sports $7,646.32 Sydney Morning Herald


7th March 2015 HPH Traveller $19,231.00 Sydney Morning Herald

8th March 2015 ¼ page strip EGN $32,177.20 The Sun-Herald

9th March 2015 ¼ page strip The Guide2 $11,585.12 Sydney Morning Herald


15th March 2015 Page TV Guide 2 $9,615.60 The Sun-Herald

15th March 2015 QPV Sunday Traveller $9,615.60 The Sun-Herald

16th March 2015 ½ page H The Guide2 $11,585.12 Sydney Morning Herald


21st March 2015 T84 Entertainment $38,462.40 Sydney Morning Herald

22nd March 2015 Full Page TV Guide 2 $9,615.60 The Sun-Herald

23rd March 2015 ¼ page strip Sports $11,585.12 Sydney Morning Herald

1st April 2015 ¼ page strip Sports $7,646.32 Sydney Morning Herald

4th April 2015 Event Guide News Review $122,340.00 Sydney Morning Herald

5th April 2015 Full Page Traveller $46,336.00 The Sun-Herald

6th April 2015 ¼ page strip Sports $7,646.32 Sydney Morning Herald

11th April 2015 T64 Bus $7,646.32 Sydney Morning Herald

11th April 2015 ¼ page strip Bus $22,120.00 Sydney Morning Herald

11th April 2015 T84 Entertainment $38,462.40 Sydney Morning Herald



18th April 2015 T64 Bus $9,615.60 Sydney Morning Herald


19h April 2015 QPV Sunday Traveller $11,584.00 The Sun-Herald

25th April 2015 T64 Sports $9,615.60 Sydney Morning Herald

Press Schedule cont’d


114

OVERALL PRESS AD VALUE:$ 1,258,076

DATE SIZE SECTION VALUE NEWSPAPER


2nd May 2015 T64 Sport $9,615.60 Sydney Morning Herald

2nd May 2015 ¼ page strip Sports $10,577.16 Sydney Morning Herald

3rd May 2015 Full page TV Guide $46,336.00 The Sun-Herald

5th May 2015 10x7 EGN $7,000.00 Australian Financial Review

9th May 2015 T64 Bus $9,615.60 Sydney Morning Herald

9th May 2015 ¼ page strip Bus $10,577.16 Sydney Morning Herald

9th May 2015 10x7 EGN $5,792.00 Australian Financial Review

10th May 2015 Full page Sports $46,336.00 The Sun-Herald

14th May 2015 ¼ page strip Sports $7,646.32 Sydney Morning Herald


16th May 2015 ¼ page strip Sport $7,646.32 Sydney Morning Herald

16th May 2015 HPH Spectrum $15,292.64 Sydney Morning Herald

16th May 2015 ¼ page strip Sport $7,646.32 Sydney Morning Herald

16th May 2015 ¼ page strip Traveller $7,646.32 Sydney Morning Herald

18th May 2015 T64 Sports $9,615.60 Sydney Morning Herald


Press Schedule cont’d


115

Launch Wrap Launch Wrap of in The Sydney Morning Herald – Feb 20, 2015 The launch wrap was also supported with a major

burst of social and eDM and marketing.


116

Event Guide Event Guide in The Sydney Morning Herald – April 4, 2015 The Event Guide was also supported with a major

burst of social and eDM and marketing.


117

Countdown Advertising The Sydney Morning Herald Half Marathon had full page countdown press ads feature

included in every Saturday edition of The Sydney Morning Herald for a ten week period (including the event liftout and

event guide).


118

Countdown Advertising


119

Countdown Advertising


120

Event Guide Event Guide in The Sydney Morning Herald – April 4, 2015

The Event Guide was also supported with a major burst of social and EDM and marketing.


121


122

PR – Media Coverage Through live interviews on event day to creative photo opportunities in the lead up to the event, widespread media

coverage was gained utilising race ambassadors, charity ambassadors and interesting race participants.

56 media stories were generated across TV, print and radio, with the majority of coverage in Sydney Morning Herald.

- Print: 33, $1, 955,316

- TV : 12, $4809,654

-Radio: 11, $75,288

Key Highlights

Total coverage: - Reach: 6,722,202, Value: $2,511,198

T


123 123

PR – Media Coverage


124 124

PR – Media Coverage


125

Digital The Half Marathon was heavily promoted online, utilising the vast array of digital channels and high audience reach in

the Fairfax network.

Digital adverts received extensive exposure on smh.com.au and also ran through the Fairfax digital network of 270

websites.

Smh.com.au – Monthly unique users: 3,607,000

- Home page RHT: 1 Feb – 17 May

- Sport Page tile : 1 Feb – 17 May

- Display ads (Homepage hero web-tiles, sidebar tiles, & spotlight tiles): 1 Feb – 17 May

smh.com.au mobile – Daily unique users: 454,240

Display ads: 1 Feb – 17 May

Total: Reach: 4,601,240


126 126

Digital

Last chance to enter & logo


127

Social Media Weekly organic and paid social media posts were executed through The SMH Half Marathon social media pages within

the 15 week campaign period.

The SMH Half Marathon social channels were promoted through eDM communication, event website, media partners

and sponsors to increase traffic, reach and awareness.

Handle: @smhhalfmarathon

Likes: 10,351

Hashtag: #smhhalfmarathon

Total: Reach: 281,903


128

Social Media Handle: @smhhalfmarathon

Likes: 10,351



129

Social Media


Likes: 10,351



130 130


Followers: 548

Hashtags: #smhhalfmarathon

Social Media


131

Videos: 2

Total views: 1,744

Social Media


132

Paid Social Media

Objectives

1 – Promote the events to our target demographic to drive registrations

2 - Gain new likes for the SMH Half Marathon page

3 – Increase consumer engagement with the events

Implementation

22 Feb – 18 May

Performance

Impressions 2,675,829

Clicks 12,299

Page likes 645

Value Conversions Cost per conversion

$5000 555 $9.00

Social actions

The SMH Half Marathon had 12,262 entrants this year compared to last

year which had 11,757. This is a 4.3% increase.

We promoted the "Early Bird" offer very early in the campaign and had an

enormous 108 conversions off the "Early Bird Team Relay - Races". This was

targeting people who had an interest in Tough Mudder, Fun Runs, Spartan

Race, The Colour Run etc. We found that updating the images

throughout the campaign proved very successful along with the offer. The

offer read "Early bird entries close tomorrow, get in quick and sign up for

the relay team challenge now!".

Heading into the Standard entries we only focused on the ad set that

proved successful from the Early Bird ad sets. This meant that we turned off

Women's Magazines, Michelle Bridges, Gyms & Running. This proved

successful as we saw an increase in conversions compared to the Early

Bird offers by 4%.

-In the Last Chance we had to turn off the "Team" ad sets as we did not

have any more team entries as these filled up very fast. For the last week

we were only focusing on the individual aspect of the campaign. This

campaign proved to be very successful with great results.

Total: Reach: 829,000 Value: $5,000


133

Paid Social Media

Facebook Top Posts


134

E-Newsletters E-newsletters were sent to the NSW sport database as well as to the database of existing participants. A range of event

key information, ambassadors, competitions, images & videos were used to engage existing customers throughout the 8

week campaign.

NSW Runner Database- 177,000 subscribers

- SMH Half Marathon Launch – 4 Mar

- Early bird entries closing – 9 Mar

- Event Guide – 4 Apr

-Last chance to enter – 30 Apr

- Event Experience Promotion – 4 May

Participant Database – 12,000 subscribers

8 weeks to go – 19 Mar

4 weeks to go – 15 Apr

Event Merchandise – 16 Apr

Expo – 29 Apr

2 weeks to go – 1 May

1 week – 7 May

Important info – 12 May

Congratulations – 18 May

Fairfax Sport E-news – 147,000 subscribers

February Edition – 13 Feb

Total: - Reach: 189,000

T

Sport E-newsletter, February edition


135

NSW Runner database


136 136

WEEKS TO GO SEND DATE MAILING

LIST TOTAL TOTAL OPENS

TOTAL OPEN RATE %

TOTAL CLICK THROUGHS

TOTAL CLICK THROUGH

10 WEEKS TO GO 8/3/2014 10,600 13,113 57.88% 689 4.47%

EXPO 253

EVENT MERCHANDISE 156

VIRGIN ACTIVE 19

HYDRALYTE 31

ADIDAS 17

SKINS 48

HELLO FRESH 17

ROCKTAPE 8

INJINI 34

RYDERS 30

BALEGA 41

PRO-TEC ATHLETICS 11

6 WEEKS TO GO 5/4//2014 11,702 25,565 71.91% 2,663 15.06%

ENTER 5

GEAR DROP INFORMATION 304

RELAY INFORMATION 341

TRANSPORT 137

DRINK STATIONS 279

FUNDRAISING 23

ITAB 46

SMS RESULTS 82

STAY CONNECTED 130

4 WEEKS TO GO 19/4/2015 9,930 13,708 65.50% 3230 20.48%

MEET THE PACERS 1,895

VOLUNTEER 84


HYDRALYTE 85

SHERATON 84

FUNDRAISING 19

SKINS 17

SEIKO 62

ITAB 20

SMS RESULTS 73

STAY CONNECTED 57

Participant database


137

1 WEEK TO GO 10/5/2015 11,454 17,589 66.58% 4,474 27.38%

SURVEY 0

FUNDRAISING 35

RACE BIB COLLECTION 3,201

ADDIDAS 118

HYDRALYTE 203

N OVA 4


ITAB 18

SMS RESULTS 53

WARATAHS 36

STAY CONNECTED 33

FINISHERS - CONGRATULATIONS 17/5/15 9,290 14,290 78.32% 5,354 36.79%

RESULTS 990

EARLY BIRD 259

EVEN MERCHANDISE 1,314

ADDIDAS 23

ITAB 77

HYDRALYTE 24

SHERATON 9

MARATHON PHOTOS 1,313 SYDNEY PHYSIOTHERAPY SOLUTIONS 107

NOVA 6

2 WEEKS TO GO 3/5/2015 10,717 12,967 62.28% 1,075 7.70%


FUNDRAISING 34

VIRGIN ACTIVE 46

GU ENERGY 106

HYDRALYTE 0

STAY CONNECTED 33

ITAB 32

SMS RESULTS 77



138


Week 8 countdown

e-newsletter Event Merchandise email


139

4, 2 and 1 week countdown

e-newsletters



140

Congratulations eDM Event expo eDM Important race day info eDM



141

Outdoor

A combination of outdoor avenues were utilised to promote the events in key locations.

Posters & Flyers:

14 Apr : 550 A3 posters & 16,000 A6 flyers were handed out around key Sydney locations. Printable pdf versions on

website and sent out to all partners.

Newsagencies

30 Mar – 4 Apr : Digital screens in Sydney stores pointing to Event Guide

30 Mar – 4 Apr : Digital & Printed posters in newsagencies in Sydney pointing to Event Guide

Street Flags

27 Apr – 18 May: 144 x street flags placed around Sydney CBD


142


143

Partner Databases

Sydney Morning Herald Facebook : 467,112

SMH Facebook page also supported the campaign and

posted key messages.

SMH Subscribers: 88,000

5 Feb – 18 May : Listing on website, EDMs to database, press

ads in SMH

SMH Members: 604,000

20 Apr : Inclusion in national newsletter

SMH Sport & Fitness: 70,000


Sydney Striders: 2,000


Rebel stores

13 Apr – 18 May: Flyers in Sydney stores

Virgin Active Gyms

23 Mar – 18 May: Flyers in 5 x Sydney gyms

Local sports groups & gyms

5 Dec & 1 Feb: Promotional messages & discount codes sent

to databases

Total: - Reach: 1, 231, 112

T Various Event partners were engaged to promote the events to their databases and offer a special offer discount

code.


144

Runners’ Guide


145

NOVA – Radio: 974,000, Online: 200,000, Social, 221,000

Pre-Event Online competition for 4 weeks on novafm.com.au

Min 8 x liners – promoting competition

Inclusion on novafm.com.au What’s On page

Social posts from NOVA platforms – Twitter / Instagram

On the day Cheer zone – 6 x Casanova cheer squad, music, cheer signs,

inflatable NOVA Boy & NOVA Cars

Social posts from NOVA platforms – Twitter / Instagram

Live crosses to event

08 Media Partners

Total: - Reach: 1,422,605 Value: $55,000

T

Key partnerships were created with NOVA 96.9, Australia's no. 1 network for the U40 age group, and R4YL,

Australia's premiere running magazine.

http://novafm.com.au/

http://novafm.com.au/


146 146

R4YL

Print: 17,000, Online: 805 subscribers, Social, 9800

Pre-Event

5 Feb & 2 Apr: Full page advert and editorial promoting the event

5 Mar – 18 May: Social media & database promotions, listing on website

Competition – In partnership with East Side Crew to win entries

On the day

-Social media coverage of the event

-Free magazines distributed at the event expo

Post event - Editorial coverage

Media Partners


147


148

09 Website


149

Website

Sessions and Pages/Session by Source/Medium


150

Website Sessions by Device Category Sessions by Browser

New Visitor


151

Website


10 Registrations Pricing Tiers All prices are inclusive of GST. A Child is anyone who is under 16 years of age on race day.

Start Groups

Elite Wheelchair Athletes: This Start Group is for elite wheelchair athletes only. Athletes must be in a racing chair to compete in this start group. Seeded: This Start Group is for athletes who aim to gain a place in the top 30 (by invitation only). Preferred: This Start Group is for athletes who will complete the course in a qualifying time of sub 85mins (men) and sub 95mins (women). Blue Start: This Start Group is for athletes who will complete the course in a qualifying time of sub 105mins. Red Start: This Start Group is for athletes who will complete the course in a qualifying time of sub 120mins. Green: This Start Group is the first open group with no qualifying time required. Participants wishing to run the length of the course but have no prior race time are encouraged to enter into this group. This group is for those wishing to complete the course sub 140mins. Yellow: This Start Group is for runners who aim to complete the course sub 160mins, places are limited. Relay: Please note there is no Purple Relay Start Group. Relay runners should self seed in either the above Green or Yellow Start Groups.


153

iTab

iTaB is an engraved medal insert that fits neatly into the back of the finishers medal, with two options for the participant to have a personalised message or net finishers time displayed on them. These are then posted out within 3 weeks of the event. Once again these were available for purchase during the registration process with almost10% of participants purchasing this.

Expo SMS

With over 12,500 participants coming to collect their race packs from the Race Pack Collection Point, participants received an SMS containing their race bib number and collection details;

Hi Samantha your 2015 SMH Half Marathon Blue race no. is 2453. Please collect your race bib this Friday 8-7 and Sat 9-5,

Lower Town Hall, Druitt St.

Event Day Results SMS

The event day results SMS was available for purchase again in 2015 with just over 37% opting to purchase this in the registration process. On event day as participants crossed the finish line they received the following text message;

Congratulations Adam on finishing the 2015 Sydney Morning Herald Half Marathon in a time of 01:04:25. Keep training for

city2surf.com.au

Technology Innovations


154


11 Hospitality

155


156

VIP Race Breakfast The Official VIP Race Breakfast was held as the official “thank you” to all sponsors, stakeholders, elite athletes and local media for supporting the event during its annual campaign. The party was held on the event day and ran from 6:30am-11am, catering for approximately 75 people. The party was held in within the finish village, Hyde Park, and was the perfect location for people to sit and relax after running the race, or in some cases, just for those involved in the event to toast to a well executed event. Guests were provided with a selection of breakfast and brunch items provided by Hive Catering, with fresh muffins, fruit platters, yogurts and mini burgers available. Our sponsor Jazz Apples also provided plenty of delicious apples for our VIP marquee. Columbian Coffee Connection again joined us as our Coffee sponsor, and we look forward to having them on again in 2016. The Sydney Physiotherapist Solutions team was onsite offering free massages for all our guests.


157

Corporate Teams Corporate Teams & Hospitality

The Corporate Team Program is designed to provide registration

assistance to team managers, as well as offering the opportunity to organise

a post event retreat for fellow team mates within the finish area.

Your Team Registrations

This exciting initiative has three

different team registration packages available for purchase which provide

various levels of support to team managers throughout the entry

process. These packages are designed to make the registration

process as smooth as possible for you and your fellow team mates. Benefits

of these packages include options such as pay later functionality, regular

event updates and continual support during the team set-up.

Standard Teams : 6

Silver Teams: 2 Platinum Teams: 2


158

Goodie Bags

•Bottled Virgin Active Water

•Jazz Apples •Vital Health Foods Rooibos Vanilla Tea •Perrigo OsteoEze Capsules •Perrigo LipEze Cream •Perrigo LipEze Sunscreen Balm •Perrigo Cool Charm Body Spray

•Perrigo Purell Advanced Hand Sanitizer

•Perrigo Fresh Roll On Deodorant •Bounce Balls •Carman’s Muesli Bars •Carman’s Protein Bar

All of our VIP Guests and Gold Charity Runners Received one of our fantastic Goodie Bags. This year’s items included;


12 Winners Results

Half Marathon Top 10 Males

Place First Name Surname Net Time State

1st Liam Adams 1:04:25 VIC

2nd Jeffrey Hunt 1:07:35 NSW

3rd Matthew Cox 1:09:54 NSW

4th Tom Highnam 1:11:13 NSW

5th Chris O'Neill 1:11:56 WA

6th Lewis Ingram 1:11:59 NSW

7th John Bartlett 1:12:14 NSW

8th KEN GIBSON 1:12:17 ACT

9th Mark Warren 1:12:33 NSW

10th Naoki Iwai 1:12:32 NSW


160

Winners Results

Half Marathon Top 10 Females

Place First Name Surname Net Time State

1st Eloise Wellings 1:13:20 NSW

2nd Cassandra Fien 1:15:19 QLD

3rd Sarah Klein 1:16:02 VIC

4th Victoria Mitchell 1:16:07 NSW

5th Milly Clark 1:16:37 NSW

6th Clare Geraghty 1:16:52 QLD

7th Stephanie Auston 1:17:52 NSW

8th Julia Degan 1:19:47 NSW

9th Emily Donker 1:21:19 QLD

10th Anna Fitzgerald 1:21:27 NSW


161

Winners Results

Place Team Name Net Time State

1st Gurkha-Gurkha 1:24:51 NSW

2nd Gurkha-Gurkha 1:27:36 NSW

3rd Green-Morton 1:30:37 NSW

4th Coles-Polson 1:21:17 NSW

5th Stevens-Stevens 1:40:35 NSW

6th Barker-Dunlop 1:28:45 NSW

7th Ryan-Ryan 1:34:12 NSW

8th Kolade-Hatzopoulos 1:40:49 NSW

9th Brooks-McIntyre 1:32:56 NSW

10th McDaid-Southey 1:33:57 NSW

Half Marathon Top 10 Relay Teams


162

Finish Times

0

20

40

60

80

100

120

140

160

180

200

7:49

7:57

8:01

8:05

8:09

8:13

8:17

8:21

8:25

8:29

8:33

8:37

8:41

8:45

8:49

8:53

8:57

9:01

9:05

9:09

9:13

9:17

9:21

9:25

9:29

9:33

9:37

9:41

9:45

9:49

9:53

9:57

10:0

1

10:2

8

Half Marathon Finish Times

0

2

4

6

8

10

12

14

16

8:10

8:18

8:30

8:33

8:37

8:40

8:43

8:46

8:49

8:52

8:55

8:58

9:01

9:04

9:07

9:10

9:13

9:16

9:19

9:22

9:25

9:29

9:32

9:35

9:39

9:45

9:51

9:56

Relay Finish Times


Half Marathon Survey 2015

Participant Survey Report

Prepared by: Data and Audience Insights, Fairfax Media

July 2015

163

13


Topline Summary

Satisfaction • Just under half had participated in The Half Marathon before. • Participants were mainly motivated by a desire to challenge themselves and to get fit/exercise. • Overall satisfaction with the event was rated an average of 8 out of 10. • 94% had a positive experience with 48% saying it was better than expected and 46% as

expected. • The most satisfactory elements were the event information in the lead up to the event, course

difficulty, overcrowding, course atmosphere and course entertainment while toilets and course scenery rated lowest.

• 1 in 2 are highly likely to recommend the event to others. The Net Promotor Score was +35 • 3 out of 4 will definitely or probably take part in the event next year. • 6 out of 10 thought the event was good value

• Amongst those dissatisfied, not getting any freebies with the ticket value was most frequently mentioned reason

• Earlybird was the most common ticket purchased. Marketing and Communication • 3 out of 5found out about the event from marketing communications

• On average, they rated marketing at 8 out of 10 for being motivating. • Almost everyone used the website (99%)

• Mainly for course details, race information and race bib collection. • 3 in 10 followed the event on Facebook

• Most of the others weren’t interested in doing so, however nearly 4 in 10 of them didn’t know about it.

Sponsorship • The most recognised sponsors were The Sydney Morning Herald, Rebel, Hydralyte, Adidas and

Gu • 7 in 10 aware of the Sydney Morning Herald sponsorship reported having no change feelings

towards the brand as a result • 65% recognised Hydralite as the nutrition/ hydration product available at the event, however

recall for Gu was low at 20%. General usage was only a fraction of that, with many people not relying on any nutrition/hydration product for training

• The footwear brand most used for running was Asics, with Brooks a distant second


Research Methodology

The main objective was to understand participants experience and attitudes after the event ,

with a secondary objective to gauge awareness of major sponsors

Surveys conducted via 10 min online survey

sent via email invite

Survey ran June 2nd – June 29th ,

2015

1,106 Participants responded

Incentivised by entry to a prize draw for tickets

to other running events.

16

5


Base: Total sample n=1,106

Survey respondents profile

Which part of the event did you take part in?

The gender mix was slightly skewed towards

male (55%). The most popular age-

group was 35 to 44.

Nearly all respondents participated in the half

marathon (98%). Just under half (48%) have participated in it before.

Which of the following age groups do you belong to?

1%

2%

98%

14km Relay

7km Relay

Half Marathon

6%

29%

35%

20%

7%

1%

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 +


What motivated you to enter this year’s Half Marathon?


Participants was mainly motivated by a desire to challenge themselves, followed by enthusiasm to get

fit as well as runners from previous year

Which other runs have you participated in over the last 2 years?

• Race runners are multi event participants.

• 18% of runners participated exclusively in this event.

• ‘Other’ mentions includes several city runs all over Australia and some international events.

10%

3%

9%

11%

19%

20%

21%

25%

58%

0% 10% 20% 30% 40% 50% 60% 70%

Other (please specify)

Seeing advertising on the event

To compare to other running events

Friends / family told me to enter with them

Improve my time from last year

New experience

I ran the event last year

To get fit / exercise

To challenge myself

33%

12%

15%

18%

41%

54%

0% 10% 20% 30% 40% 50% 60%

Other (Please Specify)

The Colour Run Sydney

Sydney Harbour 10km

I have only participated in The Sydney Morning Herald Half Marathon 2015

Sydney Running Festival

The Sun-Herald City2Surf presented by Westpac


Base: Total sample n=534

Repeat participants enjoyed this year event as

much as last year As a returning participant of The Half Marathon did you enjoy this year’s event more than last time?

43% 12% 45% %

Enjoyed it more this time Enjoyed it less this time Enjoyed them both equally

Reasons for enjoying it more this time • Did better this time • Trained more • Knew the course better

Reasons for enjoying it less this time • Varied reasons which include participant fitness levels, lack of training • Event being more crowded than last year was often mentioned



Overall satisfaction was rated at 8 out of 10, on average, and just under half found the overall

experience better than expected

Would you say that the overall event experience was better than you expected, worse than you expected or as you expected?

Better than expected, 46%

Worse than expected, 6%

As expected, 48%


To what extent were you satisfied with the following elements of your experience at The Half Marathon?


The most satisfactory element was the event information in the lead to the event. Several aspects of the course itself

rated highly including course difficulty, overcrowding, atmosphere and entertainment

4%

6%

6%

5%

1%

2%

4%

3%

7%

2%

2%

2%

1%

2%

2%

17%

13%

25%

14%

2%

6%

5%

13%

10%

6%

4%

2%

3%

3%

1%

31%

19%

32%

21%

19%

13%

11%

14%

9%

9%

8%

8%

7%

6%

6%

29%

19%

41%

28%

21%

28%

30%

27%

20%

23%

26%

26%

24%

16%

17%

21%

22%

22%

32%

48%

49%

52%

52%

55%

59%

61%

63%

65%

71%

74%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

The course scenery

Sourcing event day information

Course toilet facilities (availability and cleanliness)

Information signage at the event

Availability of refreshments post race

Pricing

Race bib collection

Customer service

Course refreshments

Registration process

Course entertainment

Course atmosphere

Overcrowding of course

The course difficulty

Event information in the lead up to the event

Very Dissatisfied Somewhat Dissatisfied Neutral Somewhat Satisfied Very Satisfied

• Toilet facilities and Course scenery amongst the least preferred

• While information in the lead up to the event is the clear winner; sourcing event day information has been rated less satisfactorily proving there is some scope for improvement

Entertainment and activities at finish line • Live music/band is at the top of the wish list • Food stalls/refreshments is a close second

Favourite area of the course • Cahill Expressway was a top mention • Mrs. Macquarie chair and Harbour bridge

other top favourites


On a scale from 0-10, how likely are you to recommend the event to family, friends or colleagues?

One in two participants are highly likely to recommend the event to others. The overall Net Promotor Score is

high at +35

Likelihood to recommend 0-10

NPS = +35 (Promoters minus Detractors)


0% 0% 1% 1% 1%

5% 7%

11%

25%

19%

31%

1 2 3 4 5 6 7 8 9 10 11 0 1 2 3 4 5 6 7 8 9 10

15% 36% 50%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Detractors Neutral Promoters


How likely are you, to participate in next year’s Half Marathon?

3 out of 4 will definitely or probably take part in the event next year


Definitely will 29%

Probably will 47%

Unsure 17%

Probably not 5%

Definitely not 2%


What entry fee did you pay to enter this year’s race?

Entry fee: Most bought Early bird tickets for their event


4% 7%

56%

0%

24%

6%

0% 1% 1% 2%

Free Entry (Corporate

entry)

Launch open Adult (Nov12,

$90)

Earlybird Adult (Nov13-Mar11,

$95)

Relay team of 2 Late (May7 to close, $135)

Standard Adult (Mar12-May6,

$110)

Late Adult (May7 to close, $120)

Relay team of 2 Launch (Nov12,

$115)

Relay team of 2 Earlybird

(Nov13-Mar11, $120)

Relay team of 2 Standard

(Mar12-May6, $125)

Not sure


Do you feel that The Half Marathon was value for money?

Overall, 6 out of 10 thought the event was good value. Amongst those dissatisfied, most feedback was based on

cost not including any other freebies apart from event entry

Why wasn’t if good value? • Melbourne HalfMarathon gave

you more for your money - commemorative backpack and mug in addition to finisher's medal.

• Most expensive event I er ever run (25+marathons and eight ultras). Apples at finish? Really? Little too acidic after running. Bananas would be s better fuel and electrolyte replacement. No finishers shirt. I thought this was very disappointing as there was one last year

• Most races you recieve a t-shirt or something similar this one you have to buy a shirt seperately, even just a plain shirt that says SMH Half Marathon would be good, I like to collect shirts or sweat bands as a reminder of what I accomplished

• Scenery could have been better - too much running between buildings and not around foreshore

• Paying marathon money for a half marathon. Being forced to pick up bib in person rather than having it posted out when registering 4 months in advance.

• Not enough toilets. A basic human right.

[If not good value] What would you have preferred to pay to enter the race?

Base: Total sample n=1,106 | Base: [not good value]=441

Yes, 60%

No, 40%

0% 1% 1%

4%

6%

13%

7%

14%

12% 12%

15%

7%

4%

1% 0%

1%

Less

th

an $

30

$30

- $3

4

$35

- $3

9

$40

- $4

4

$45

- $4

9

$50

- $5

4

$55

- $5

9

$60

- $6

4

$65

- $6

9

$70

- $7

4

$75

- $7

9

$80

- $8

4

$85

- $8

9

$90

- $9

4

$95

- $

100

No

Op

inio

n


How did you first find out about The Half Marathon this year?

6 out of 10 found out about the event from marketing communications . On average, they rated marketing 8 out

of 10 for being motivating.

How motivated were you to enter The Half Marathon after seeing marketing communications related to the event?

60% Found out through Marketing communications


Average Motivation = 8 out of 10

40% rated motivation at 8 or more out of 10

7%

0%

0%

2%

2%

4%

4%

6%

7%

15%

20%

33%

I don’t remember

Radio program

Twitter

Newspaper article

An advertisement on the internet

Facebook

An e-newsletter that I subscribe to

Newspaper advertisement in the Sydney …

Website

On the internet

Email

Word of mouth (e.g. through friends)

1% 1% 2% 2% 4% 20% 13% 18% 17% 8% 14%

0 Very demotivated 1 2 3 4 5 6 7 8 9 10 Very Motivated


Did you look for any of the following on The Half Marathon website?


Almost everyone used the website (99%), mainly for course details, race information, bib collection and

results Requests included training tips, additional information on groups, comparison of results over

years, transport information.

• More information about groups - Yellow / Red etc. and how they would be sequenced to start. Also, I am not sure I will receive my iTab since I am an international participant. Photos should also be shared as part of the participation fees.

• more pre race information and a description that tallies with the elevation and provides more information on what the route will be like rather than which roads it uses. More pacers for different times, more information on the staggered start groups, better clearer Km markers a utube video of the route beforehand so you can prepare mentally

• How to obtain a preferred start, and what the criteria are for the red, green and yellow starts. These need to be shown on the entry before entrants are required to nominate the colour group.

• Emergency contact no. My bib was mis filed at collection area and the person collecting it for me was told it had already been handed out. I had to rush around the night before frantically trying to find someone at fairfax to help explain what to do in this case - I finally reached someone via the media area email.

• Elevated course map was not easy to find / Please clearly tell "it is not free travel on the day", as City2surf is free travel on public transport, this confuses people /

• Clearer link to a separate page on Facebook, I found many pages but must not have found the right one as it never seemed to be updated which was a shame.

• Better information for those seeking to start in preferred group. I had to call and speak with the organisers of the Sydney10 run to try and get a phone number to call to figure out how to do a preferred entry - as this wasn't working online

Is there anything else you would like to see on the Australian Running Festival Website?

2%

1%

2%

4%

7%

11%

27%

37%

84%

87%

93%

93%


I didn’t use the website

Corporate Teams

Partners

Competitions

Fundraising

Shop

Traffic and Transport

Results

Race bib collection

Race Info

Course Details


IF NOT (70%) : Why didn’t you follow The Half Marathon on Facebook this year?

3 in 10 followed the event on Facebook (30%). Among the other 70%, most were either not on Facebook

or not interested, however 34% of them didn’t know about it.

Base: Did not follow in Facebook n=769

1%

2%

27%

34%

37%

I couldn’t find the link

It didn’t provide me with enough information

I’m not on Facebook

I didn't know about it

I wasn’t interested


When did you collect your race bib?

8 in 10 of the participants collected their own race bib. Friday was the popular choice of day


Someone else picked up for me, 17%

Fri – Sydney Lower Town Hall, 483

George Street, Druitt St Entrance, 54%

Sat – Sydney Lower Town Hall, 483

George Street, Druitt St Entrance, 30%


What was your main mode of transport to get to The Half Marathon?

Public transport and car were the most popular transport modes to the event.

8 out of 10 live in Sydney.


Run/ walk 17%

Public Transport

39%

Car 38%

Other 6%

81%

10%

1% 0% 2% 1% 2% 0% 1% 0% 0% 0% 0% 0% 2%


Prompted recollection: Which of the following companies do you recall being a sponsor of The Half Marathon? (ranked by % recalled)

The most recognised sponsors were The Sydney Morning Herald, Rebel, Hydralyte, Gu and SKINS

Unprompted Awareness • Unprompted

mentions of Sponsors were mainly: Adidas, Rebel, The Sydney Morning Herald, Hydralyte, Gu, Fairfax and Westpac

• Highest unprompted recollection of the Organiser was for The Sydney Morning Herald, followed by Fairfax/Media/Events.


Sponsor List Respondents % The Sydney Morning Herald 905 82% Rebel 694 63% Hydralyte 584 53% adidas 402 36% Gu 324 29% SKINS 269 24% Sheraton on the Park 163 15% The Sun Herald 158 14% Virgin Active 148 13% Gatorade 124 11% Asics 108 10% Jazz Apple 105 9% 2XU 78 7% Aussie Apples 72 7% Powerade 58 5% Fitness First 40 4% Endura Sports 47 4% The Daily Telegraph 32 3% nike 29 3% Reebok 29 3% The Athletes Foot 37 3% Under Armour 36 3% SEIKO 34 3% Anytime Fitness 17 2% Lorna Jane 11 1% Lulu Lemmon 7 1% BSC 13 1% Lucozade 12 1% ORIX 13 1% Shangri-La 9 1% Hilton Sydney Hotel 9 1% The Westin Sydney 12 1% High 5 6 1%


High awareness of SMH (97%) even prior to The Half Marathon. Among those aware of sponsorship by

SMH (82%), majority of them reported having no change in their feelings

Has The Half Marathon changed your perceptions of The Sydney Morning Herald?

Base: Aware of The Sydney Morning Herald sponsorship (82%, n=905)

Base: Aware of Sydney Morning Herald sponsorship n=905

26% 0% 74%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

%

More positive towards Sydney Morning Herald Less positive towards Sydney Morning Herald Not changed how you feel about Sydney Morning Herald

Were you aware of The Sydney Morning Herald prior to The Half Marathon?

Yes 97%

No 3%


6 out of 10 use The Sydney Morning Herald as their news source regularly


Which news sources do you regularly use?

32%

12%

16%

26%

62%

Other (Please specify)

The Sun-Herald

Daily Telegraph

www.news.com.au

The Sydney Morning Herald

Other mentions includes ABC, BBC news, Facebook, Guardian and The Australian.


Hydralyte nutrition/ hydration products had the highest recall factor


Which nutrition/hydration product do you recall was available at The Half Marathon?

What nutrition/hydration product do you use when training?

0%

2%

2%

10%

20%

65%

High 5

Endura Sport

Powerade

Gatorade

Gu

Hydralyte

12%

40%

2%

6%

7%

8%

9%

15%

Other

None

High 5

Hydralyte

Endura Sport

Powerade

Gatorade

Gu


What brand of footwear do you run in?

The footwear brand most used for running is Asics, with Brooks a distant second


Hoka Hoka One was most mentioned in ‘other’

6%

0%

5%

5%

7%

11%

14%

15%

37%

Other (Please specify)

Puma

adidas

Saucony

New Balance

Mizuno

Nike

Brooks

Asics


Did you use the Rebel Warm Down at the finish area?

Rebel Warm Down - not many takers


Yes 8%

No 92%

Did you enjoy the Jazz Apple provided at the finish?

Yes 61%

No 8%

Didn't have any 31%


Did you wear compression running The Half Marathon?

3 in 10 use compression running The Half Marathon


What brand of compression did you wear?

Yes 31%

No 69%

23%

2%

3%

27%

45%

Other (Please Specify)

BSC

Under Armour

2XU

SKINS

Nike most mentioned in other brands


Appendix: Other Demographics

187


Which of the following best describes your current situation?

Demographics:

What is the highest level of education you have reached?


18% 20%

10%

17%

28%

0% 1% 2% 0%

3%

Sin

gle

Co

up

le, n

ot

mar

ried

Mar

ried

, no

ch

ildre

n

Fam

ily, y

ou

nge

st c

hild

u

nd

er 6

yea

rs o

f ag

e

Fam

ily, y

ou

nge

st c

hild

o

ver

6 ye

ars

of

age

Sin

gle

Par

ent,

yo

un

gest

ch

ild u

nd

er 6

yea

rs o

f ag

e

Sin

gle

Par

ent,

yo

un

gest

ch

ild o

ver

6 ye

ars

of

age

Div

orc

ed /

Sep

arat

ed n

o

child

ren

at

ho

me

Wid

ow

ed n

o c

hild

ren

at

ho

me

I’d r

ath

er n

ot

say

1%

5% 5% 8%

6%

39%

32%

1% 2%

Some Secondary

school

Completed Secondary

School

Some Technical

College (e.g. TAFE)

Technical College (e.g.

TAFE) degree

Some University

University Graduate

Post graduate degree


I’d rather not say


Demographics: Total Sample

Approximately what would be your total HOUSEHOLD income, before tax?

Which of the following best describes your current situation?


3% 4%

6% 8%

6%

12% 12%

15%

11%

23%

Un

der

$40

,000

$40,

000

- $5

9,99

9

$60,

000

- $7

9,99

9

$80,

000

- $9

9,99

9

$100

,000

- $

119,

999

$120

,000

- $

159,

999

$160

,000

- $

199,

999

$200

,000

- $

299,

999

$300

,000

+

I’d r

ath

er n

ot

say

77%

10%

2% 3% 5% 0%

3%

Working full time (30+ hours per

week)

Working part time (up to 30

hours per week)

Retired Home duties Student Unemployed I’d rather not say


Demographics: Industry sector

Which of these industries / sectors do you currently work in? Base: workers, 87%

Base: Working full/part time n=959

Industry Respondents % Healthcare and Medical 117 12%

Financial Services (Banking, Insurance, Super etc.) 110 11% Information and Communication Technology 95 10% Education and Training 81 8%

Advertising, Arts and Media 55 6% Accounting 50 5% Government and Defence 44 5% Engineering 36 4% Legal 42 4% Construction 29 3% Hospitality and Tourism 30 3%

Manufacturing, Transport and Logistics 29 3% Real Estate and Property 31 3%

Retail and Consumer Products 30 3%

Community Services and Development 16 2% Consulting and Strategy 22 2% Self Employed 16 2% Sport and Recreation 20 2% Trade and Services 15 2% Design and Architecture 14 1%

Mining, Resources and Energy 7 1% Science and Technology 14 1% Farming 3 0% Other (Please specify) 35 4% I’d rather not say 18 2%

half 2015 event report

Documents