Cancer Research UK Race for Life at Good Bites...on branding inside out
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Transcript of Cancer Research UK Race for Life at Good Bites...on branding inside out
RACE FOR LIFE
Sam McAllister & Charlotte Webb
What is Race for Life?RACE FOR LIFE STARTED AS ONE EVENT IN 1994 AT BATTERSEA PARK WITH 680 PARTICIPANTS
UK’S LARGEST WOMEN-ONLY FUNDRAISING EVENT SERIES
OVER 240 EVENTS AROUND THE UK FROM MAY TO JULY - FROM 1,000 TO NEARLY 20,000 PARTICIPANTS
WALK, JOG OR RUN 5K OR 10K
FUNDS RESEARCH INTO ALL 200 TYPES OF CANCER AFFECTING BOTH MEN AND WOMEN
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£14.99 registration fee covers the costs of the event so that the money raised in sponsorship goes directly into helping us beat cancer
Since Race for Life started, six million participants
across the UK have raised over £457 million to fund Cancer Research UK’s vital work
In numbers…
What’s the appeal for brands? The tangible platformNational and Regional marketing campaign offers multiple touch points
Regional & Local
Marketing
PR & Media Campaign
National & Regional Media
Partners
Digital platform
Fundraising
600+ High Street Shops
CRUK 6m supporter database
Social Media
200+ Live Events
Advertising – TV, Radio,
Outdoor and on-line
What’s the appeal for brands? The intangible connection
•Connecting with the emotion of Race
•Charity affiliation – internal/external engagement
•Race is a success story and is prestigious with a good reputation
•Ability to activate
•Limited Sponsor “clutter”
•Category exclusivity
•Low risk/high value investment
Our sponsorship model
- REVIEWED IN 2011- PYRAMIDAL 3-TIER MODEL- MAXIMAL INCOME FOR EXPLOITATION OF AVAILABLE RIGHTS- ALLOWS OPPORTUNITIES TO ENGAGE AT ALL BUDGETS- SUFFICIENT FLEX TO DEVELOP BESPOKE PACKAGES
Past and present sponsors
What we look for in a partner/sponsor
Brand synergy - not always obvious…
Not a mere branding exercise - Immersive
Fully integrated approach to campaign planning
Symbiotic relationship
An ambition for longer-term relationships - not essential, we are open to tactical short-term opportunities too
Keenness to support test and learn
Case study: ScottishPowerExemplary partnership – ambition to raise £10m over 3 years. Official Sponsor designation
High 5’ campaign, harnessing the ‘collective energy’ at Race for Life events
40,000 High 5s = £20,000 donation to CRUK
Emails and direct mail sent to targeted ScottishPower customer base
Onsite activity at 5 key Race for Life events
Regional PR a key focus at events, with a world record attempt at Hyde Park, and ScottishPower employee case study at Glasgow event
High employee engagement, with ScottishPower paying the Race for Life entry fee for their staff
‘cancer. We’re coming to get you’
2013 Campaign
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Any questions?