Elevating Event Marketing for a Milestone Year
The Liverpool Turkey Trot, an annual Thanksgiving Day race supporting various Syracuse-area non-profits, approached us in 2023 as they prepared for their 10th anniversary. As they approached their 10th anniversary, they wanted to make this milestone year their most successful yet. Their goal? More runners, more community engagement, and more money raised for local charities. Our job? Bring the energy, make it easy for people to get involved, and help amplify their impact.
Our Approach & Solutions
To turn their vision into reality, we executed a multi-faceted marketing and event strategy designed to increase visibility, boost registrations, and create memorable experiences:
- Social Media Management: We launched a dynamic social media campaign filled with engaging race promotions, registration pushes, sponsorship shout-outs, and charity highlights. Whether it was hyping up the 5K, 5-Mile, Kids’ Run, or Dog Walk, we made sure the community felt the excitement.
- Website & Registration Updates: We streamlined the event’s online presence, ensuring their main website and RunSignUp page had up-to-date details on registration, sponsorships, and race-day logistics—because no one likes last-minute confusion!
- Kick-Off Event Planning: We planned and promoted a pre-race kick-off event at Home Team Pub in Liverpool with special guest Oronde Gadsden, where attendees got pumped for race day while also supporting the cause through raffle ticket sales and t-shirt purchases.
- On-Site Event Enhancements: We introduced the “Trotter’s Egg Hunt,” a fun post-race activity for kids at Wegmans Playground, where they searched for prize-filled eggs, adding a new layer of engagement for younger participants.
- Design & Print Materials: From race signage and banners to tents and t-shirts, we created compelling visual materials that captured the spirit of the event and made participants proud to wear and share their Turkey Trot gear.
- Race Day Support & Content Creation: We didn’t just market the event—we were boots on the ground! We volunteered during packet pickup, sold raffle tickets to maximize fundraising, and helped run the Trotter’s Egg Hunt on race day. Plus, we captured race day moments, shared real-time updates on social media, and posted post-event recaps and age group winners.
Results & Impact
- Record-Breaking Participation: The 2023 Liverpool Turkey Trot saw its highest participation numbers to date, with the Dog Walk and Kids’ Run selling out and over 200 additional runners joining the race. These increased numbers allowed the 2023 LTT to donate over $26,000 back into the community through various organizations.
Enhanced Community Engagement: The pre-race event and new race-day activities fostered stronger connections within the community and increased overall enthusiasm for the event. - Boosted Fundraising Efforts: Additional fundraising through raffles, t-shirt sales, and sponsorship promotions contributed to a successful year of giving back to Syracuse-area non-profits.
- Streamlined Event Communication: Consistent messaging across social media, websites, and race platforms ensured participants and sponsors had the information they needed for a smooth event experience.
- Post-Race Check-In: We organized and sent out a post-race survey to all participants to gauge everyone’s thoughts on the event so we know what to improve upon or keep the same for next year! With this valuable feedback, the Liverpool Turkey Trot will be on the right path for growth.
CONCLUSION
By bringing creativity, strategy, and hands-on support, we helped the Liverpool Turkey Trot not just meet but exceed their 10th-anniversary goals. The event reached new heights, the community showed up in full force, and the impact on local non-profits was greater than ever. We can’t wait to help them keep the momentum going for many Thanksgivings to come!