Kirby Medical Center

OVERVIEW:

Promoting the importance of staying healthy and active through all stages of life, the Kirby Derby in Monticello, IL, is an annual 5K walk/10K run and kids’ race presented by Monticello’s Kirby Medical Center. After several years, race organizers added TV and digital advertising with Comcast Spotlight to its marketing mix, a decision that would ultimately help the springtime event become even more popular.

STRATEGY:

To enhance social media and other marketing efforts (ranging from e-mail to billboards to t-shirts), the Kirby Derby team used a multi-screen video advertising strategy to reach women and adults aged 25-54, including parents, and focused some efforts on reaching children directly, to get them excited about the race and ask their parents to participate. Advertising was concentrated in the zones around the Monticello area for maximum efficiency and impact. TV advertising included a mix of networks designed to reach those audiences, including A&E, AMC, Animal Planet, E!, FX, Hallmark Channel, HLN, TBS and TNT for the adults, and Cartoon Network and Nickelodeon for families and kids. In-banner video advertising was featured on FOXNews.com, bringing added reach and frequency, and leading prospective participants to visit the race’s website and social media pages to learn more and register.

SUCCESS:

Including TV and digital video in its marketing plan helped the Kirby Derby achieve a record number of participants: 1,250 in all, an increase of 50 from the previous year. The race also grew the number of sponsorships it received, helping offset costs and making the event an even more enjoyable experience for the community.

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