Expanding & Elevating a Community Tradition
Following the record-breaking success of the 2023 Liverpool Turkey Trot’s 10th-anniversary race, we continued our partnership to help them grow even further in 2024. The goal this year was to refine the participant experience, enhance safety and accessibility, and continue building excitement leading up to race day. Our mission? Strengthen event branding, streamline communications, expand community engagement, and deliver an even better race experience.
Our Approach & Solutions
To build on the momentum of 2023, we focused on new branding elements, enhanced digital presence, improved logistics, and an even stronger community connection. Our strategic initiatives included:
Race Shirt & Merchandise Design
- Designed the official 2024 race shirt worn by all participants.
- Created a unique Kid’s Run shirt to make the youngest trotters feel extra special.
- Expanded the event store with new branded items, including a fresh t-shirt available for anyone to purchase.
New Website & UX Optimization
- Built a brand-new website within budget, optimizing it for improved user experience (UX).
- Reorganized content for easier navigation, ensuring participants could quickly find race details, sponsorship opportunities, and event updates.
- Ensured mobile-friendly design, making it easy for runners to register and stay informed from any device.
Race Course Planning & Safety Enhancements
- Worked closely with the Liverpool Turkey Trot Board to design a brand-new racecourse.
- Focused on maximizing safety while taking the race through the scenic village of Liverpool, enhancing the runner’s experience.
Community Engagement & Marketing
- Continued running social media promotions and community engagement campaigns to increase awareness and participation.
- Managed website updates, keeping runners and sponsors informed with the latest event news.
- Launched participant communications through RunSignUp’s email platform to ensure all race day logistics were clear.
Enhanced Raffles & Fundraising
- Expanded the highly successful raffle program during packet pickup and race day.
- Secured a standout raffle prize—a brand-new furnace donated by a sponsor—to drive additional excitement and fundraising efforts.
Expanded Trotter’s Egg Hunt
- Increased the number of prize-filled eggs from 2023, bringing the total to 400 to ensure more children could participate and leave with multiple prizes.
On-Site Event Support & Post-Race Evaluation
- Provided hands-on volunteer support on race day, ensuring a smooth and enjoyable experience for participants.
- Ran a detailed post-race survey, gathering participant feedback to refine and improve future events.
Results & Impact
- Higher Engagement & Awareness: Social media campaigns and streamlined participant communications drove increased pre-race excitement and engagement.
- Record-Breaking Participation: The 2024 Liverpool Turkey Trot saw another increase in participation, with over 200 additional runners joining the race.
- Improved Race Experience: The new course route received positive feedback, providing a safer and more scenic route through Liverpool.
- Seamless Event Logistics: The new website and email strategy reduced participant confusion and last-minute questions.
- Increased Fundraising Success: The expanded raffle, featuring the grand prize of a furnace, contributed to another strong year of giving back to Syracuse-area non-profits. The event successfully raised and donated over $31,000 back into the community.
- Enhanced Community Traditions: The expanded Trotter’s Egg Hunt and customized race shirts added more excitement for families and younger participants.
CONCLUSION
With another year of innovation and strategic marketing, the Liverpool Turkey Trot continued to grow as one of Central New York’s most beloved Thanksgiving traditions. By strengthening branding, optimizing the race experience, and increasing community participation, we helped elevate the event to new heights. We look forward to keeping this momentum going in 2025 and beyond!