sun run and cole classic 2015 event report

Fairfax Events I The Sydney Morning Herald Sun Run and Cole Classic presented by Virgin Active Saturday 31 January & 1 February 2015

Event Report 2015


Contents 00

10

01 Introduction 12

02 Our Audience 16

03 Charity 27

04 Partners 32

05 Expo 111

06 Marketing Strategy 114

07 Media Partners 168

08 Website 171

09 Registration 178

10 Winners Results 187


01

12

Introduction &

Thanks


The Course – Sun Run The Sun Run course begins in Dee Why before making its way along the coast through Curl Curl and Harbord down to Manly. The course enters Manly across the Queenscliff Bridge and runs down North Steyne, finishing on South Steyne at Wentworth St. The 10km course also includes a loop around John Fisher Park.

13


The Course – Cole Classic

14


16

10km Entrants. Starter, Finisher

Comparison

Total Entrants 3607

Total Female Entrants 1846

Total Male Entrants 1761

Total Starters 3033

Total Finishers 3028

Female Finishers 1522

Male Finishers 1506


Comparison

Total Entrants 1905



Total Starters 1638



Male Finishers 618

Our Audience 02

Sun Run Total Entrants: 5512


17

Gender Comparison

37%

63%

7km Gender Comparison

Male Female

55%

45%

Total Gender Comparison

Female Male

49% 51%

10km Gender Comparison

Male Female

0

1000

2000

3000

4000

5000

6000

7km 10km Total

Sun Run Total Entrants

Male

Female

Total

Our Audience – Sun Run Sun Run


18

Female Divisions 10km

Male Divisions 10km

0

200

400

600

800

0

200

400

600

800

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

Our Audience – Sun Run


19

Female Divisions 7km

Male Divisions 7km

0

100

200

300

400

0

50

100

150

200



20

0

100

200

300

Top NSW Suburbs

5373

23 66 17 1 3 4 3 18

Entrants By State



Balgowlah 8%

Becon Hill 5% Collaroy

5%

Cremorne 5%

Dee why 15%

Freshwater 7%

Manly 20% Randwick

5%

Sydney 9%

Frenchs Forest 5%

Mosman 7%

Queenscliff 4%

Bondi 5%

Top suburbs

21


22


Comparison

Total Entrants 1792





Male Finishers 787


Comparison

Total Entrants 1449





Male Finishers 838


Comparison

Total Entrants 11



Total Finishers N/A

Female Finishers N/A

Male Finishers N/A

Cole Classic Total: 3252 Entrants

* Cole Classic 9km cancelled due to poor conditions

Our Audience – Cole Classic



Gender Demographics

23

52% 48%

1km

Male Female

92%

8%

9km

Male Female

66%

34%

2km

Male Female

59%

41%

Total Entries

Male Female


24

0

500

1000

1500

2000

2500

3000

3500

ACT NSW NT QLD SA TAS VIC WA Outside Australia

Interstate Entries

9%

18%

46%

27%

Overseas Entries

Brasil New Zealand UK Unites States



25

0

50

100

150

200

Top NSW Suburbs



26

03 Charity Charity Program

Online Fundraising Platform

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 Funds Raised tally, where participants

were directed to the event micro site on Everyday Hero.

The platform has 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 Sun Run and Cole Classic presented by Virgin

Active provided entrants with the option of a one off donation

during the registration process. In total this donation raised $26,516

for our selected charities.

Upon combining this with all funds raised through Everyday Hero donation pages, $141,681.82 was raised.

Gold Charity Program

Another charity component that was introduced to the event this

year was the Gold Charity Program. Charities who registered in

this program were listed in the one-off donation and enquiries

listing throughout the registration process. These charities were;

• National Breast Cancer Foundation

• Cure for Life Foundation

• Canteen

• Prostate Cancer Foundation Australia

• The Kid’s Cancer Project

• Black Dog Institute

• Autism Spectrum Australia

• Alzheimer’s Australia NSW

• WWF Australia

• The Children’s Hospital at Westmead

Fundraising Totals

Overall Total

The overall total funds raised for the 2015 Sun Run and Cole Classic campaign was $ 141,681.82 .

Online Fundraising Results

259 hero pages were created in this year’s event with

64% being active, to raise a total of $115,165.82 for

participating charities. 59 of the 853 registered

charities received donations. The average donation

raised per active hero page was $446.37.

The top fundraising charities were:

• Giant Steps Sydney- A school for children with

Autism -$29,935.91

• Kids Cancer Project- $23,050.56

• Sanfilippo Children’s Foundation- $10,0005

• Australian Cancer Research Foundation-

$8,867.40

• Black Dog Institute- $6,977.94

Collectively these charities raised a total of $78,836.81

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 1,175 participants donated a total of $ 26,516

funds upon registering.

28

Charity

Top 5 Individual Fundraisers

29

Charity

Top 5 Team Fundraisers

Name Charity Amount Raised

Stephen Flannery Giant Steps Sydney- A school for children with Autism

$9,730.75

Anna Witty Giant Steps Sydney- A school for children with Autism

$4,190.25

Christina Forrest Ovarian Cancer Australia $2,794.02

Debbie Chalmers Sanfilippo Children’s Foundation $2,020

Ingrid Maack Sanfilippo Children’s Foundation $1,935

Team Name Amount

Raised

Fugen’s Big Splash for Giant Steps Swim Team

Giant Steps Sydney- A school for children with Autism

$25,745.66

Team Aidan Kids Cancer Project

$17,910.50

Sanfilippo Children’s Foundation

Sanfilippo Children’s Foundation

$8,945

Freestylin’ Life Changin’ Sisterhood

Life Changing Experiences Foundation

$3,294.75

Team KidsCancerProject

Kids Cancer Project $2,964.73


04 Partners

32


34


35


38

Virgin Active

Logo Partners Page Click Throughs: 348

Website Footer Click Throughs: 620

Results Page Footer Click Throughs: 37

Web Banners

Website Web Banner

Date Added: 23/11/14

Click Throughs: 2859

Results Page Web Banner


Date Removed: 22/02/15

Click Throughs: 25

Sun Run


39




Web Banners

Website Web Banner






Click Throughs: 17

Virgin Active Cole Classic


40

Entries Open eDM As presenting partner, Virgin Active featured on the

combined Sun Run and Cole Classic entries are now

open eDM

Runners were directed to enter both events. The first

100 participants to enter both the Sun Run and Cole

Classic received a Virgin Active towel/bag

Sent date: Sunday, November 9

Virgin Active Sun Run & Cole Classic


41

10, 8 & 6 Weeks to Go eDM Virgin Active used their 10 Weeks to Go eDM to

encourage people to start training in their clubs for

event weekend- with a special $1 joining fee on a

12 month membership

10 Weeks to Go:

Sent date: Tuesday, November 25

8 Weeks to Go:

Sent date: Sunday, December 6

6 Weeks to Go:




42

3 & 1 Weeks to Go eDM Virgin Active used their 3 Weeks to Go

eDM to encourage race goers to take

up cross training via a free session which

could be booked online in their clubs

3 Weeks to Go:

Sent date: Sunday, January 11

1 Week to Go:




43

Results/Congrats eDM Virgin Active congratulated all 2015

participants and offered them 50% off

their joining fee when signing up within

the month after race weekend.




44

Web Page The Virgin Active web page on both

event website’s featured information on

their training clubs and their involvement

with event weekend



45

Training Plans Both event website’s featured a drop down tab

for Virgin Active training plans. Nutritional

information was outlined, as was as a specially

designed training plan for both events



46

Training Plans - Sun Run

Virgin Active Sun Run


47

Training Plans - Cole Classic

Virgin Active Cole Classic


48

4 Page Launch Wrap Appeared in The Sydney Morning Herald,

Saturday, November 22

Virgin Active occupied the only quarter

page strip ad that appeared on page 4 of

the wrap

The Sydney Morning Herald

Readership: 1,117,000(Mon-Sat)*

Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Nov 2014



49

Countdown Print Ad Appeared in The Sydney Morning Herald,

Saturday, December 6






50

Event Guide Appeared in The Sydney Morning

Herald, Saturday, January 10

Virgin Active occupied a full

page ad in the page 4 wrap






51

Post Event Full Page Appeared in The Sydney Morning Herald,

Monday, February 2

Virgin Active occupied the only quarter

page strip ad






52

Editorial Editorial featuring the Event logo including

the Virgin Active logo appeared in The

Sydney Morning Herald on January 24 and

February 2






53

Social Posts



54

Runners Certificate Certificates for runners, volunteers and

participants who raised money for charity

were available on the event website for

download

These certificates were signed on behalf of

Darren Goodsir, Editor of The Sydney

Morning Herald and Mark Blackman,

Managing Director of Virgin Active



55

Trophies In 1996, Chris Cole approached ceramist

Celeste Coucke to design and make

trophies for the Bondi Beach Cole Classic.

Chris’s approach was to have trophies

created by a local artist that were functional

and one-off rather than mass produced

“dust catchers”. He wanted something

different for the Cole Classic- it’s not your

average swim and he didn’t want average

prizes

It’s rare that art and sport align, but in this

case it’s been a seamless fit. 17 years and

over 2500 Cole Classic trophies later ,

Celeste and her team- husband and fellow

artist Steve Fearnley with master potter Neil

Boughton- are still making the iconic

trophies. Each of the prizes is an original- just

like the people who win them. Virgin Active

were added to the trophies in 2015



56

Medals Every finisher for the Sun Run and Cole

Classic received a medal. The medal

included the Virgin Active logo

The medal lanyard also included the Virgin

Active logo on it



57

Sun Run Race Bibs The Virgin Active logo appeared on the front

of all Sun Run race bibs. The Virgin Active

logo also appeared on the reverse

Virgin Active Sun Run


64

Web Banners Date Added: 21/12/14


Click Throughs: 903




Click Throughs: 22

Engine Sun Run


65






Click Throughs: 930




Click Throughs: 25

Engine Cole Classic


66

eDM’s Engine promoted their high performance surf wear

line-which specialises in athlete swimwear products

10 Weeks to Go:

Sent date: Tuesday, November 25

6 Weeks to Go:


2 Weeks to Go:


Results :

Sent date: Monday, February 2

Engine Sun Run & Cole Classic


67

8 Weeks to Go eDM Engine used their 8 Weeks to Go eDM to

inform race goers that Engine Athlete

Kendrick Louis will be involved in the

Cole Classic swim - the Surf Ironman

compiled his expertise to give

participants some helpful training plans

to prepare them for race day

This eDM also went live on the Sun

Run/Cole Classic facebook page




68

1Week to Go eDM $200 Engine swimwear prize packs were

offered to fundraisers and promoted in

the in the 1 Week to Go eDM




69




Saturday, November 29




70

Event Guide Appeared in The Sydney Morning

Herald, Saturday, January 10

Engine had a ¼ page ad within

the Event Guide






71

Social Posts



72

Social Posts



73

Training Plan Engine developed a swim training plan pulled

together by Engine Ambassador Kendrick

Louis

Engine Cole Classic


74

Competition The Cole Classic “Win the Ultimate Cole

Classic Experience “promotion included the

opportunity to swim with Ryan Clark (Bondi

Lifeguard) and a $500 Engine voucher

Engine Cole Classic


75


76


77





Red Bull Sun Run


78





Red Bull Cole Classic


79

2 & 1Week to Go eDM Red Bull used their eDM mentions to

promote their Wings for Life World Run

2 Weeks to Go:


1 Week to Go:


Red Bull Sun Run & Cole Classic


80

Red Bull



Saturday, January 24




81


82


84


85


86




Web Banners

Website Web Banner




Hydralyte Sun Run


87




Web Banners

Website Web Banner




Hydralyte Cole Classic


88

2 Weeks to Go eDM Hydralyte used their 2 Weeks to Go eDM

to educate the participants about

replacing lost electrolytes


Hydralyte Sun Run & Cole Classic


89

1 Week to Go eDM




90

Results eDM

Sent date: Monday, February 2



91



Saturday, January 17





92

Social Posts Posted on January 28. Hydralyte ran a

promotion to win 4 double entries for the Sun

Run or Cole Classic. Posted on the Sun Run

and Cole Classic facebook page and also

the Hydralyte Sports facebook page

Hydralyte Sport facebook page has 7851

likes



93


Web Banners

Website Web Banner



Click Throughs: 493

ORIX Sun Run


94


Web Banners

Website Web Banner



Click Throughs: 508

ORIX Cole Classic


95

2 Weeks to Go eDM


ORIX Sun Run & Cole Classic


96

ORIX


97


98



Saturday, December 27



ORIX Sun Run & Cole Classic


99


Web Banners

Website Web Banner



Click Throughs: 426

Constant Sun Run


100


Web Banners

Website Web Banner



Click Throughs: 361

Constant Cole Classic


101

Sun Run entry confirm All participants received an eticket. The

eticket confirms their registration into the

event. Virgin Active along with

government and strategic partners

appeared on the footer

eticket Sun Run


102

Cole Classic entry confirm All participants received an eticket. The

eticket confirms their registration into the

event. Virgin Active and Engine along with

media, government and strategic partners

appeared on the footer

eticket Cole Classic


103

eDM Footer Virgin Active, Engine, Hydralyte, and Red

Bull all appeared on the eDM footer for

the countdown eDM’s sent to the entered

participants

eDM Sun Run and Cole Classic


104

Media Back drop Media Back drop The media backdrop was used at the finish

area for the placegetter presentations, where

winners received their prizes and trophies

Virgin Active, Engine and Hydralyte all

featured on the media back drop


105

Swimming Caps Cole Classic swimmers wore a variety of

coloured swim caps. These caps included

the event logo including the Virgin Active

logo and the Engine logo

Swim Caps Cole Classic


106

Volunteer Tee’s and Rash Vests Virgin Active and Engine logo’s appeared on the volunteer

tee’s and rash vests warn by the volunteers and water safety

Volunteer Tee’s Cole Classic


107

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

Spinal Cord Injury must become curable and you can help make this a reality; sign up to run at Wings for Life World Run dot com

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

START

Guys if you are out there running and sweating today, be sure to replace fluid and electrolytes with our experts in rehydration- Hydralyte

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.

Sponsor One Liners Sun Run


108

The below one liners were read out at the finish by the event MC




START

Guys if you’ve been out there running and sweating today, be sure to replace fluid and electrolytes with our experts in rehydration- Hydralyte

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

Sponsor One Liners Sun Run


109

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

This year The Cole Classic has partnered with ENGINE to give you access to the best swimwear and accessories for athletes ranging from novice to elite level. Be sure to check out their range post race!




START

Guys if you are out there swimming today, be sure to replace fluid and electrolytes with our experts in rehydration- Hydralyte

There is a famous saying that the hardest part of swimming 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 swim.

Sponsor One Liners Cole Classic


110

The below one liners were read out at the finish by the event MC

Check out the ENGINE display in the activation zone. Engine is an Australian Performance Swimwear company that provides the best swimming apparel for athletes competing in the pool and surf. They also provide a one stop solution for all athletic Team Wear. Have a chat to the Team to see how they can help you.




FINISH

Congratulations on your swim today, be sure to replace fluid and electrolytes with our experts in rehydration- Hydralyte

Virgin active congratulates you on your swim 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

Sponsor One Liners Cole Classic


05 Expo

The Ultimate Sporting Weekend Expo

The Expo for the Sun Run and Cole Classic (combined) was held over three days;

Friday, February 5, 2015 (Sun Run and Cole Classic)

Adjacent to Manly Life Saving Club, Manly Surf Pavilion, South Steyne

12pm – 7pm

Saturday, February 6, 2015 (Cole Classic collection and Sun Run finish line)


8am – 2pm

Sunday, February 7, 2015 (Cole Classic start/ finish festival)


7am – 2pm

The Expo forms the finish line to both the Sun Run on Saturday and the Cole Classic on Sunday. It is also where most

participants will pick up their race packs on the Friday and Saturday leading into the event. The expo is open to locals, the

general public, and of course, entrants into both events.

The prices for a 3x3 plot was $600+ gst for all 3 days.

111


112

Image Image


06 Marketing

Strategy

114

Overview

The 2015 marketing strategy focused on a cross promotional marketing campaign, driving awareness and entries

across the weekend proposition of both The Sydney Morning Herald Sun Run & Cole Classic presented by Virgin

Active. This aimed to capitalise on the opportunity to grow the event proposition by encouraging people to

enter across both days.

A secondary campaign was also put in place to position each event separately within the specific run and swim

calendars by targeting individuals that compete in single sports.

Due to these events being some of the first in the New Year calendar a strong marketing focus was to

Encourage people to set themselves a New Year challenge.

An integrated 12 week marketing campaign was launched on Nov 7th, comprising print, online, radio, tv, social

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

Objectives

• To increase recognition of the Sun Run & Cole Classic in Sydney area and position the events as a key

races in the Australian Running & Swimming calendar

• To drive entries to the Sun Run & Cole Classic while also cross promoting to entice entries into both events


115

Campaign

Positioning

The Sun Run & Cole Classic are fun, family friendly, community events across a full weekend that are designed to

showcase the best of Sydney’s Northern Beaches and be inclusive for everyone.

Target Market

There are three key target audiences for the 2015 event.

1) Elite Athletes

Typically experienced athletes

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

Members of run & swim clubs

Runners, swimmers, triathletes, competitive bucket listers and endurance athletes

2) Mass Participation

Recreational bucket listers, healthy lifestyle lovers, sports lovers, community and active minded people

Women and team entries are a particular target

3) Charity

Enter to raise money for a cause


116

Campaign

Logo

New logo’s was designed to incorporate our new presenting partner Virgin Active and also support our cross

promotional campaign.


117

Communications Strategy

The 2015 marketing communication will focus on a cross promotional marketing campaign, driving awareness and

entries across the weekend proposition of both The Sydney Morning Herald Sun Run & Cole Classic presented by Virgin

Active. There is opportunity to grow the event proposition by encouraging people to enter across both days.

A secondary campaign will also be put in place to position each event separately within the specific run and swim

calendars by targeting individuals that compete in single sports.

Due to these events being some of the first in the New Year calendar a strong marketing focus will be tailored

encouraging people to set themselves a New Year challenge.

Various channels will be used to deliver this 14 week marketing campaign.

Key dates

Special Launch Price - Entries now open (Nov 7-Nov 21)

Early Bird Price – Early Bird available (Nov 22 – Dec 17)

Standard Entry Price – Enter now (Dec 18 – Jan 21)

Late Entry Price – Last chance to enter (Jan 22 – 30/31)

Sun Run entry closes (Jan 30)

Cole Classic entry closes (Feb 1)

Thank you and post-event wrap-up (Feb 2)

14 WEEKS OUT 12 WEEKS OUT – Entries open POST EVENT

• Long lead PR

• Social media

• EDMs to past entrants

• Advertising across

the Fairfax print &

digital network

• Editorial and PR

• Large scale print

campaign in

related masthead

• Social media &

digital paid

advertising

• Countdown EDMs to

participants

• 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

PRESS 948,823

PR 3,915,020

SOCIAL AMBASSADORS 484,000

DIGITAL 3,607,000

SOCIAL 1,283,757

ENEWSLETTERS 387,428

PARTNERS 290,500

MEDIA PARTNERS 1,422,605

TOTAL 12, 339,133


119 119

Press

Throughout November, December & January , press ads ran in The Sydney Morning Herald, The Sun-Herald and The

Manly Daily

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

throughout these months.

The Sydney Morning Herald - Saturday Circulation : 225,165, Weekly Circulation: 125, 510

-4 Page Launch lift out: 22 Nov

-House ads: 22 Nov – 1 Feb

-Full page weekly countdowns : 29 Nov – 24 Jan

-4 Page Event Guide : 10 Jan

-Front Page : 12 Jan & 20 Jan

-Post Race full page ad: 2 Feb

The Sun-Herald - Circulation 257,630

Australian Financial Review - Circulation – 249,845

-House ads: 22 Nov – 1 Feb

The Manly Daily - Weekly Circulation – 90, 673

Print ads: 22, 23 & 24 Jan

Total: - Reach: 948,923 Value: $923, 907.58

T


120 120

Press The Sydney Morning Herald Sun Run & Cole Classic 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 Northern Beaches landscape.

Early bird entries now open – Half page horizontal ad


121

Press

Early bird entries closing this week – Full page ad


122

Press

Entries filling fast – postcard ad

Last chance to enter – Quarter page strip


123

Sports page feature

Quarter page ad

December 24, 2014

Press


124

Press

Half page horizontal

December 10, 2014


125

Press

Full page ad – TV

Guide

January 12, 2015


126

Press

Front page feature

January 29, 2015


127

Press Schedule DATE SIZE SECTION VALUE

1-Dec-14 1/4 page strip The Guide $7,646.32

6-Dec-14 1/4 page strip General news $22,524.04

6-Dec-14 T64 General news $48,227.96

7-Dec-14 Postcard S Magazine $5,792.56

10-Dec-14 Half page horizontal SMH SPORT $15,292.64

12-Dec-14 Postcard Shortlist $3,823.16

13-Dec-14 HPH General news $45,048.08

15-Dec-14 1/4 page strip Sports $7,646.32

20-Dec-14 HPH News Review $19,231.20

21-Dec-14 Full page The Guide $46,340.48

22-Dec-14 Half page horizontal The Guide $15,292.64

24-Dec-14 1/4 page strip Sports $7,646.32

26-Dec-14 Postcard Shortlist $3,823.16

27-Dec-14 1/4 page strip General news $22,524.04

27-Dec-14 T64 General news $34,752

28-Dec-14 Full page TV Guide $46,340.48

3-Jan-14 Half page horizontal General news $45,048.08

4-Jan-14 1/4 page strip TV Guide $11,585.12

5-Jan-15 1/4 page strip General news $17,688.00

6-Jan-15 1/4 page strip General news $17,688

10-Jan-15 1/4 page Business $9,615.60

10-Jan-15 Full page Business $38,462.40



10-Jan-15 T64 Business $34,752

11-Jan-15 1/4 page strip General news $11,585.12

11-Jan-15 Full page TV Guide $46,340.48


128

DATE SIZE SECTION VALUE 11-Jan-15 Full page Traveller $46,340.48

12-Jan-15 Mini strip Front Page $17,688

12-Jan-15 Full Page The Guide $30,585.28

13-Jan-15 1/4 page strip Sports $7,646.32



17-Jan-15 Mini Spectrum $1,201.95

17-Jan-15 HPH Traveller $19,231.20


17-Jan-14 T64 Sports $34,752

18-Jan-15 QPS Sports $11,585.12

18-Jan-15 Full page TV Guide $38,462.40

19-Jan-15 Sports 1/4 page strip $7,646.32

20-Jan-15 Front page Mini strip $8,844

20-Jan-15 Good Food Directory mini $955.79



24-Jan-15 Traveller Mini strip $4,807.80

24-Jan-15 EGN T64 $34,752



30-Jan-15 Business postcard $3,823.16


30-Jan-15 Shortlist postcard $3,823.16



30-Jan-15 Business postcard $3,823.16


30-Jan-15 Shortlist postcard $3,823.16

22 –Jan-15 Medium Strip Manly Daily - EGN $1000



Press Schedule cont’d


129

Press Schedule cont’d DATE SIZE SECTION VALUE

8-Jan-15 20x7 EGN $13,465.20

9-Jan-15 10x7 EGN $6,732.60

15-Jan-15 10x7 EGN $6,732.60

21-Jan-15 20x7 EGN $13,465.20

29-Jan-15 10x7 EGN $6,732.60

30-Jan-15 20x7 EGN $13,465.20

OVERALL PRESS AD VALUE: $923, 907.58


130

Event Lift Out Launch Lift Out in The Sydney Morning Herald - Saturday 22 November The Launch Lift Out was also supported with a major

burst of social and eDM and marketing.


131

Countdown Advertising The Sydney Morning Herald Sun Run & Cole Classic presented by Virgin Active 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 lift out and

event guide).


132

Countdown Advertising


133

Countdown Advertising


134

Event Guide Event Guide in The Sydney Morning Herald - Saturday 10 January

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


135

Additional press

Manly Daily Newspaper Medium Strip

Ran on the 22/23/24 January Weekly circulation: 90, 673


136


137

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.

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

and Channel Nine’s Today Show.

Total coverage: - Reach: 3,915,020, Value: $1,834,463

- Print: 12

- TV : 3

-Radio: 2

Key Highlights

Total coverage: - Reach: 3,915,020, Value: $1,834,463

T

Sun Herald – January 25


138 138

PR – Media Coverage

The Sydney Morning Herald – January 10, 2015

The Sydney Morning Herald – December 21, 2014


139

PR – Media Coverage

The Sydney Morning Herald – January 10, 2015

The Sun- Herald, January 11, 2015


140 140

The Today Show

Live cross to the Cole

Classic to interview

participant Rebecca

McCabe

Sunday 1 February

TV


141 141

Ambassadors with large social media followings were engaged to promote the event to their audience.

Andrew ‘Reidy’ Reid - 56,000 followers

Bondi Lifeguards – 410,000 followers

Kendrick Louis – 10,000 followers

Aleysha Campbell – 8,000 followers

Total: Reach: 484,000

Social Media ambassadors


142

Digital The Sun Run & Cole Classic were 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: 22 Nov – 1 Feb

- Sport Page tile : 22 Nov – 1 Feb

- Display ads (Homepage hero web-tiles, sidebar tiles, & spotlight tiles): 22 Nov – 1 Feb

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

-Display ads: 22 Nov – 1 Feb

Total: Reach: 4,601,240.


143 143

Digital


144

Social Media Existing Sun Run & Cole Classic pages were merged into one channel per social platform to support the cross promotional

campaign. A new Instagram account was created for these events

A range of event key information, ambassadors, competitions, images & videos and paid adverts were used to drive the

platforms throughout the 12 week campaign.

Organic reach

-- Average weekly total Reach : 16,780

-- Total 12 week campaign reach 201,355

Likes

-- Total increase in likes throughout the 12 week campaign: 23.14% (1346 likes)

Handle: @sunrun.coleclassic

Likes: 5,820

Hashtags: #sunrun #coleclassic

-Sydney Morning Herald Facebook @sydneymorningherald: 349,871

SMH Facebook page also supported the campaign and posted key messages.

Total: Reach: 207,341


145

Social Media Handle: @sunrun.coleclassic

Likes: 5,820



146

Social Media


Likes: 5,820



147 147


Followers: 162


Social Media


148

Videos: 4

Total views: 2463

Social Media


149

Paid Social Media

Objectives

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

2 - Gain new likes for the Sun Run & Cole Classic page

3 – Increase consumer engagement with the events

Implementation

13 Dec – 1 Feb

Performance

Sun Run Cole Classic

Impressions 579,906 496, 510

Clicks 8808 5,265

Page likes 366 194

Value $5000

Social actions: We saw a significant jump in page likes after commencing the paid activity . The numerous jumps in daily peaks closely coincide with when new posts commenced. Prior to running the promoted activity, Cole Classic page posts were reaching 686 unique people . After commencing promoted activity on the 20th of December we observed a consistent daily reach of roughly 20K, with peaks of 100k.

Total: Reach: 1,076,416 Value: $5000


150

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

12 week campaign.

NSW Runner Database- 225,165 subscribers

- 7 Nov – Sun Run & Cole Classic Launch

- 24 Nov – Early bird entries closing

- 9 Jan – Standard entries closing soon

-31 Jan – Last chance to enter

Participant Database - 6263 subscribers

23 Nov – 10 weeks to go

7 Dec – 8 weeks to go

21 Dec – 6 weeks to go

4 Jan – 4 weeks to go

11 Jan – 3 weeks to go

18 Jan - 2 weeks to go

25 Jan– 1 week to go

20 Jan – Expo

27 Jan – Important info

2 Feb- Congratulations

Fairfax Sporte-news – 156,000 subscribers

3 Nov – November edition

24 Nov – New year challenges edition

Total: - Reach: 387,428

T

Sporte-newsletter, New year challenges edition


151

NSW Runner database


152 152

WEEKS TO GO SEND DATE MAILING

LIST TOTAL TOTAL OPEN

RATE TOTAL OPEN

RATE % TOTAL CLICK THROUGHS

TOTAL CLICK THROUGH

10 WEEKS TO GO 22/11/2014 1262 1606 61.17% 305 17.35%

VIRGIN ACTIVE TRAINING TIPS (SUN RUN) 184

VIRGIN ACTIVE TRAINING TIPS (SWIM) 71

ENGINE SWIMWEAR 22

VIRGIN ACTIVE 13

8 WEEKS TO GO 6/12/2014 1619 1708 53.68% 21 1.17%

ENGINE AMBASSADOR TRAINING PLAN 1

VIRGIN ACTIVE 8

STAY CONNECTED 8

FUNDRAISING 4

6 WEEKS TO GO 20/12/2014 2034 2069 52.41% 209 8.55%

FUNDRAISING 7


VIRGIN ACTIVE 2

ENGINE 21

STAY CONNECTED 13

4 WEEKS TO GO 3/01/2015 2656 3892 58.96% 527 15.70%

EXPO 180


STAY CONNECTED 22

FUNDRAISING 8

3 WEEKS TO GO 10/01/2015 2656 3892 58.96% 527 15.70%

EXPO 180


STAY CONNECTED 22

FUNDRAISING 8

Participant database


153

1 WEEK TO GO 24/01/2015 6159 8286 59.17% 1755 17.83%

RUNNERS/SWIMMERS GUIDE 882

FUNDRAISING COMPETITION 52

RACE PACK COLLECTION 243

FUNDRAISING 12

ITAB 23

SMS RESULTS 8

STAY CONNECTED 35

HYDRALYTE 17

VIRGIN ACTIVE 6

LAN AIRLINES 16

REDBULL 1

FINISHERS - CONGRATULATIONS 2/02/2015 6263 7358 60.90% 1673 19.18%

SUN RUN RESULTS 604

COLE CLASSIC RESULTS 545

FUNDRAISING 30

ITAB 45

VIRGIN ACTIVE 12

MARATHON PHOTOS 312

ENGINE 32

HYDRALYTE 13

AUST RUNNING FESTIVAL 14

DANIEL SAN 14

NOVA 9.69 4 SMH HALF MARATHON 48

2 WEEKS TO GO 17/01/2015 5049 5168 49.71% 623 10.04%

FUNDRAISING 13

ENGINE 37

HYDRALYTE 16

RED BULL 53

ORIX 9

MARATHON PHOTOS 9

STAY CONNECTED 22



154


10, 8 and 6 week countdown

e-newsletters


155

4, 3 and 2 week countdown

e-newsletters



156

Congratulations eDM Event expo eDM Important race day info eDM



157

Outdoor

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

Posters & Flyers:

-5 Dec – 1 Feb: 200 A3 posters & 1000 A6 flyers were handed out around key Sydney locations. Printable pdf versions on

website and sent out to all partners.

Newsagencies

22 Nov - Digital screens in Northern Beaches stores pointing to Launch Lift out

4 Jan – 10 Jan Digital & Printed posters in newsagencies in Northern Beaches pointing to Event Guide

Road Banners

5 Jan – 1 Feb: 7 promotional banners placed around Sydney road bridges & on supporting surf clubs.

5 Jan – 1 Feb: promotional mesh banner placed at Warringah Oval

Promotional Towers

5 Jan – 1 Feb: 3 x promotional towers placed in key locations on Manly Promenade

Street Flags

5 Jan – 1 Feb: 10 x street flags placed along Manly Promenade

Letter Box Drop

5 Jan – 1 Feb: 7,500 flyers highlighting road closures and entry details delivered to local residents on the course route.


158 158

Promotional Towers in key locations on Manly Promenade

Promotional Towers


159

5 Jan – 1 Feb: 10 x street flags placed along Manly Promenade

Street Flags


160

•5 Jan – 1 Feb: 7 promotional banners placed around Sydney road bridges & on supporting surf clubs.

• 5 Jan – 1 Feb: promotional mesh banner placed at Warringah Oval

Road Banner


161 161

Digital screens in Northern Beaches stores pointing to Launch Lift out and Event Guide

Newsagencies


162

5 Jan – 1 Feb: 7,500 flyers highlighting road closures and entry details delivered to local residents on the course route.

Resident flyer


163


164

Partner Databases

Various Event partners were engaged to

promote the events to their databases and

offer a special offer discount code.

SMH Subscribers: 88,000

-5 Dec – 1 Feb: Listing on website, EDMs to

database, press ads in SMH

-Warringah Council: 90,000

-5 Dec – 1 Feb: Listing on website

-24 Jan: Event mention in Manly Daily Mayors

Column

Manly Council: 11,000

-5 Dec – 1 Feb: Flyers in Information centre &

listing on website

-- 1 Dec: EDM to database

Virgin Active: 25,000

- 5 Dec & 1 Feb: EDMs & social media posts to

database

- 5 Dec & 1 Feb: Flyers, promotional messages

on gym screens and pull up banners in 4

Sydney clubs

Total: - Reach: 290,500

T


165

Partner Databases .

Dee Why SLSC: 750

- 5 Dec – 1 Feb: Listing on website, EDMs & social posts to

members

Manly LSC: 750

- 5 Dec – 1 Feb: Listing on website, EDMs & social posts to

members

Charities

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

to database

Local sports groups, including Ocean Fit, Bondi Fit, Sydney

Swimmers, Bondi Surf Club, Vlad Swim, Park Run, Triathlon

Australia

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

to databases


166

Runners’ Guide


167

Swimmers’ Guide


168

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

Pre-Event

- Min 8 x liners – announcers pushing the events live on-air

- Online promotion to win 40 entries into both events, including logo and link to website

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

- Social posts from NOVA platforms – Twitter / Instagram

-3 x Casanova vox pops to promote the events (will be aimed in surrounding areas of events)

On the day

- Casanova cheer squad for both events

- Inflatable NOVA boy at both events

07 Media Partners

Total: - Reach: 1,422,605

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/


169 169

R4YL

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

Pre-Event

- 3 Dec: Full page advert and editorial promoting the event

-24 Dec – 1 Feb – Social media & database promotions, listing on website

-24 Dec – 1 Feb- Win one of 40 entries into either event

13 Jan - Competition – Win the chance to be paced by Lara Tamsett, 2 x City2Surf winner and R4YL ambassador

On the day

-Social media coverage of the event & competition winner

-Free magazines distributed at the event expo

Post event - Editorial coverage

Media Partners


170


08 Website

171


172

Website

Overview of Visit Statistics

Total Page Views

Top Pages Viewed

Cole Classic


173

Website – Cole Classic Visits Overview

Sessions by Device

Sessions by Browser


174

Website

Engagement Statistics

New Visitors V’s Returning Visitors Visitors by Location

Cole Classic


175

Website

Overview of Visit Statistics

Total Page Views

Top Pages Viewed

Sun Run


176

Website

Visits Overview

Sessions by Device

Sessions by Browser

Sun Run


177

Website

Engagement Statistics

New Visitors V’s Returning Visitors Visitors by Location

Sun Run


09 Registrations

178

2015 Tiered Pricing Structure

Sun Run


179

Start Group Stats

Entries by Age & Gender 10km

Entries by Age & Gender 7km

0

200

400

600

800

00-

12

13-

15

16-1

9

20-

29

30-3

9

40-

49

50-5

9

60-

69

70-7

9

80

+

Male

Female

0 50

100 150 200 250 300 350 400

Male

Female

Cole Classic


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 posted out within 3 weeks of the event. A

total of 300 participants (5%)purchased either a

personalised message or finish time iTaB in the online

registration process.

Expo SMS

With over 5,500 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 ... Sun Run bib collection is Thurs 8-7 Fairfax Media

Forecourt, Pyrmont, Fri 12-7 Adjacent to Manly Life Saving

Club (bib: 7km #bib)”

Event Day Results SMS

The results event day SMS was available for purchase again

in 2015 with a total of 1431 participants (26 %)opting to

purchase this in the registration process. On event day as

participants crossed the finish line they received the following

text message;

“Congratulations ... on finishing the 2015 Sydney Morning

Herald Sun Run presented by Virgin Active in a time of ....

Keep running at smhhalfmarathon.com.au”

180

Technology Innovations Sun Run


2015 Tiered Pricing Structure

Number of Entrants

182

1km Open

1km Age Groups

1km Elite 2km Open

2km Age Groups

2km Elite 9km

1639

74 78 198

1194

57

11

09 Registrations

Cole Classic


Wave Starts

Registrations

183

Cole Classic


1km Wave Start Group Gender Comparison

2km Wave Start Group Gender Comparison

Registrations

184

0

100

200

300

400

500

600

700

800

900

Elite 9-10yrs 11-12yrs Open back of Pack

Male

Female

0

20

40

60

80

100

120

140

Elit

e

13-1

5yrs

16-1

9yrs

20-2

4yrs

25-2

9yrs

30-3

4yrs

35-3

9yrs

40-4

4yrs

45-4

9yrs

50-5

4yrs

55-5

9yrs

60-6

4yrs

65-6

9yrs

70-7

4yrs

75-8

0yrs

80yr

s+

Op

en

Male

Female

Cole Classic


185

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 just under 6% (181) of participants purchasing this.

Expo SMS

With almost 3300 participants coming to collect their race packs

from the Event Expo, participants received an SMS containing their

race number and collection details;

Hi #forename. Cole Classic pack collection is: Fairfax Media

Forecourt, Pyrmont Thurs 12-7, or, Manly SLSC, Manly Surf Pavilion,

Fri 8-6, Sat 8-2 (bib: 9km #bib)

Event Day Results SMS

The results event day SMS was available for purchase again in

2015 with 812 participants (just over 20%) opting to purchase this

in the registration process. On event day as participants crossed

the finish line they received the following text message;

Congratulations #forename on finishing the 2015 Sydney Morning

Herald Cole Classic presented by Virgin Active in a time of

#finishnet.

Technology Innovations Cole Classic


Top 10 10km Men

Place First Name Last Name Net Time State

1 Andreas Ahwall 0:31:15 Outside

Australia

2 Vlad Shatrov 0:31:40 NSW

3 John Bartlett 0:32:39 NSW

4 Alex Rogers 0:32:59 NSW

5 Naoki Iwai 0:33:03 NSW

6 David Criniti 0:33:17 NSW

7 Jason Hall 0:33:22 NSW

8 Tom Highnam 0:33:24 NSW

9 Quentin Reeve 0:33:29 NSW

10 Lewis Ingram 0:33:45 NSW

Top 10 10km Women


1 Danielle Allen 0:35:17 NSW

2 Anna White 0:37:48 NSW

3 Jenny Wickham 0:38:35 NSW

4 Suzi Heaton 0:39:16 NSW

5 Melissa Robertson 0:40:17 NSW

6 Gemma La Forest 0:41:13 NSW

7 Elizabeth Pittaway 0:41:18 NSW

8 Emma Brown 0:41:31 NSW

9 Kim Dayhew 0:42:24 NSW

10 Rachel Hawker 0:42:30 NSW

187

11 Winners Results Sun Run


188

Winners Results


1 Gary Mullins 0:24:52 NSW

2 Brian Black 0:26:03 NSW

3 Nicholas Hanna 0:26:09 NSW

4 Adam Denison 0:26:16 NSW

5 Benjamin Woods 0:26:32 NSW

6 Miles Thornton 0:26:42 NSW

7 Timothy McBride 0:28:12 NSW

8 Paul McDonald 0:28:37 NSW

9 Daniel Watts 0:28:40 NSW

10 Newton Soares 0:28:53 NSW


1 Joanna Cubis 0:29:54 NSW

2 Ida Fallesen 0:30:24 NSW

3 Kathleen Walsh 0:30:39 NSW

4 Sophie Collins 0:31:02 NSW

5 Janey Treleaven 0:31:02 NSW

6 Heather Bray 0:32:23 NSW

7 Lara Tamsett 0:32:27 NSW

8 Sam Playfair 0:32:28 NSW

9 Hayley Shaw-

mcGuinnes

s

0:32:50 NSW

10 Mary Dorahy 0:32:52 NSW

Top 10 7km Men

Top 10 7km Women

Sun Run


189

Finish Times

10km Finish Times

7km Finish Times

0

20

40

60

80

100

120

7:16

7:21

7:26

7:31

7:36

7:41

7:46

7:51

7:56

8:01

8:06

8:11

8:16

8:21

8:26

8:31

8:36

0

10

20

30

40

50

60

70

80

90

100

7:39

7:45

7:49

7:53

7:57

8:01

8:05

8:09

8:13

8:17

8:21

8:25

8:29

8:33

8:37

8:41

Sun Run


Winners Results

Top 10

1km Male

Place First Name Surname Net Time State

1 Dierk Hartmann 10:36 NSW

2 Benjamin Hartmann 10:36 NSW

3 Evan Stratton 11:35 NSW

4 John De Mestre 11:41 NSW

5 Alex Clarke 11:43 NSW

6 Tom O’Keefe 11:45 NSW

7 Thomas Doyle 11:47 NSW

8 Marc Pasques 12:31 NSW

9 Lachlan Bruce 12:35 NSW

10 Donald McNamara 12:53 NSW


1 Simone McCauley 11:42 NSW

2 Naomi Scott 12:30 NSW

3 Christie Krenkels 13:05 NSW

4 Tammy Trieger 13:16 NSW

5 Penelope Jenkin 13:18 NSW

6 Sophia Sillar 13:19 NSW

7 Kirsten Sales 13:29 NSW

8 Eliza Curll 13:34 NSW

9 Isabella Ward 13:58 NSW

10 Keisha Deacon 14:09 NSW

Top 10

1km Female

191

Cole Classic


192

Winners Results


1 Olivia Adams 26:58 NSW

2 Danielle Allen 27:05 NSW

3 Emily Doyle 27:25 NSW

4 Christie Krenkels 27:32 NSW

5 Tessa Houston 27:55 NSW

6 Jacqui Robinson 27:55 NSW

7 Rhiannon

Marshall-

Witte 28:06 NSW

8 Sheridan Probert 28:06 NSW

9 Emily Ranger 28:30 NSW

10 Jade Garrett 28:39

NSW


1 Alex Clarke 24:51 NSW

2 Ollie Signorini 25:19 NSW

3 Callum Lowe-Griffiths 25:21 NSW

4 Matt Fernandez 25:22 NSW

5 Joshua Stevens 25:24 NSW

6 Malcolm Allen 25:25 NSW

7 Thomas Doyle 25:27 NSW

8 Lachlan Bruce 25:29 NSW

9 John David De Mestre 25:34 NSW

10 Kyron Deacon 26:13 NSW

2km Male 2km Female

Cole Classic


193

Finish Times

0

5

10

15

20

25

30

35

40

45

8:11

8:15

8:19

8:23

8:27

8:31

8:35

8:39

8:43

8:47

8:51

8:55

8:59

9:03

9:07

9:11

9:15

9:19

9:23

9:27

9:31

9:35

9:39

9:43

9:49

Finish Times 1km

0

5

10

15

20

25

30

35

40

10

:54

10

:58

11

:02

11

:06

11

:10

11

:14

11

:18

11

:22

11

:26

11

:30

11

:34

11

:38

11

:42

11

:46

11

:50

11

:54

11

:58

12

:02

12

:06

12

:10

12

:14

12

:18

12

:22

12

:26

12

:30

12

:38

Finish Times 2km

Cole Classic

sun run and cole classic 2015 event report

Documents