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A flagship initiative of Rotary Bangalore IT Corridor (RBITC)

“ Reach within to embrace humanity as the city runs for a cause greater than just the finish line ”. A flagship initiative of Rotary Bangalore IT Corridor (RBITC). Marathon …. "We are different, in essence, from other men. If you want to win something, run 100 meters.

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A flagship initiative of Rotary Bangalore IT Corridor (RBITC)

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  1. “Reach within to embrace humanity as the city runs for a cause greater than just the finish line” A flagship initiative of Rotary Bangalore IT Corridor (RBITC)

  2. Marathon… "We are different, in essence, from other men. If you want to win something, run 100 meters. If you want to EXPERIENCE something, run a marathon." - Emil Zatopek, 1952 Olympic Marathon gold medalist

  3. Welcome to Bengaluru Midnight Marathon (BMM) BMM was conceived by Rotary Bangalore IT Corridor (RBITC) and the 1st edition run on 19th May 2007. Asia’s only Midnight Marathon. To support deserving charities across South India. Resulted in growing number of participants from over 25 countries. Acknowledged and marked in the official ‘International Calendar. This year event is scheduled on 20th December 2014 (Saturday) at KTPO, Whitefield

  4. BMM 2014 – Bigger Than Ever Brand Ambassador Flying Sikh Shri Milkha Singh, Padma Shri

  5. 10,000 runners. 14,000 audience Corporate Participation: 45 Bengaluru Midnight Marathon has become the Largest Fundraising Platformfor RBITC& has supported various deserving charities. 2013 10,000 runners Corporate Participation: 40 2012 Marked on the official ‘INTERNATIONAL MARATHON CALENDAR 2011 2010 City’s Most Sought After RUNNING EVENT 2009 2008 Corporate Participation: 18 2400 runners 2007

  6. Midnight Marathon – a festival… Participate to reflect your culture & values

  7. Flagship Fundraising Event • 8th Bengaluru Midnight Marathon – December 20th, 2014 (Saturday) • Location KTPO Whitefield • Only Midnight Marathon in the Globe • 10000 people participated in the event • The key event of the race day included • Full Marathon (42.195km) at 12 midnight • Half Marathon (21.95km) at 12 midnight • Open 10K Run (10km) at 10pm • Womens 10k Run (10km) at 7pm • IT City Fun Run (5km) at 5pm • Corporate Relay • Women’s Relay

  8. Midnight Marathon - FUN & RUN! For a good cause!

  9. Strong industry support

  10. Around the world TWICE in 8 Hours!!! • 25 Corporate/Women's Relay Teams - 1,050 Kms • 21 Community Relay Teams - 105 kms • 4,500 Fun Runners - 22,500 kms • 3,500 10k Runners - 35,000 kms • 800 Half Marathon Runners - 16,800 kms • 200 Marathon Runners - 8,400 kms • 375k Dollars Raised • Net amount of ~$200K for projects • Next year will be bigger and brighter • We invite all of you to participate and help make a difference! A Lucrative Fundraiser

  11. Rotary Projects

  12. Together we can transform lives • Adoption of Government Schools • Medical surgeries. • Free Eye surgeries • Blood donation camps • Integrated Village Development • Cleaner and better Bangalore • Lighting for Literacy (LFL) • Potable Water Project

  13. Education: Interventions required • Plans: • Interventions to improve the 3Rs – Reading, Writing, Arithmetic • Volunteering for academic improvements, sports, life skills • Improvements in pass rate, reduction in drop out rate, • Infrastructure improvements – Better labs, toilets, wash areas, boundary walls • Achievements So far: • Five schools adopted: Immadihalli High School, Varthur High School, Mellurahalli school, Siddapura school, Ramagundanahalli school • Toilet Upgrades in all schools • Computer labs set up with help of EMC and KPN • Lab on Bike – from Agastya Foundation covering all 4 schools • Agastya lab set up in Immadihalli High School and Varthur High • Library set up in one school with the help of Hippocampus • Dictionaries Project

  14. Focus Area - Education • Engaged with FIVE government schools to improve infrastructure, science & computer labs, potable drinking water, upgrading toilet facilities, , library & books, teachers’ training, conducting classes through volunteers. • Sponsorship for deserving students. • Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program. • Tape recorders donated for visually impaired students. • Distribution of Kannada English dictionary to students

  15. Focus Area - Education • Engaged with FIVE government schools to improve infrastructure, science & computer labs, potable drinking water, upgrading toilet facilities, , library & books, teachers’ training, conducting classes through volunteers. • Sponsorship for deserving students. • Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program. • Tape recorders donated for visually impaired students.

  16. Focus Area – Integrated Village Development • Adopted a village near Hoskote (B. Thimmasandra) for “Integrated Village Development”. • This will involve interventions in the areas of healthcare, education, water, sanitation, livelihood and skill development. • We have already conducted a medical camp for all the residents (108 families) of the village.

  17. Focus Area – Cleaner and better Neighborhood • Working closely with “Whitefield Rising” and “The Ugly Indians”, and students from MVJ College of Engineering to have a cleaner and safer Whitefield

  18. Causes Supported by RBITC

  19. Media Analytics – BMM

  20. Run for Bengaluru If not Us then Who will? Objective of Bengaluru Midnight Marathon is to get the people of Bengaluru to contribute towards making Bangalore a better place.

  21. Media Plan Print Media Online PR TV Radio Outdoors Social Media Banner Ads Leveraging the power of Media BMM’s website will be the information hub with rich media tabs and interactive functionalities. People will be reached out to through various social networks and ads to support charities and causes of their choice. Intensive offline and online media coverage through news channels and websites.

  22. India Statistics • 45,899,000 Active Users-3,028,500 in Bangalore alone-Promotion via Targeted Ad campaigns -Interactive Apps and Games-Engaging content • 13,000,000 Active users-Use of #BMM hashtags to gain virality-Contests integrated with FB and website-Tweetups to gain credibility • 40,000,000 Active users-Live Video streaming of the event-Increased WOM through videos-Seeding and sharing on other channels-Integrated with the main website • 12,000,000 Active users-Promotion through LinkedIn Events-Marketing of the event through LION-Visibility through group participation Our Social Media Reach Data: EOY 0212

  23. To achieve the various sets of objectives of this event an integrated campaign was executed by effectively integrating and utilizing the offline and online medium of communication through a gamut of activities like Social Media Marketing, Social Listening & Monitoring, developing and deploying an interactive website, creating hoardings, banners, radio spots, hosting pre-race events such as launch party, pet-a-thon, fashion show etc. • These activities not only led to an increase in the overall reach and awareness of the event but also led to increased participation in the various supporting events of BMM like CXO Power Mile, I.T City Fun Run etc. and in the flagship event Bangalore Midnight Marathon.

  24. Designed an aesthetically appealing, inspirational website providing a great user experience with online registration functionality & secure fundraising option. Total Visits (Jan 2013- 20th Dec 2013) Insights: 58,000 visits to the website in just 60 days from October 2013 to December 2013 with an average duration of time spent by an user to be around 5 mins on the website. Nearly 65% of the visitors were new visits. BMM Website Analysis

  25. Traffic Sources Insights: The website clearly got greater visibility in Google search results for relevant keywords. Majority of the traffic also came from social channels and blogs related to fitness, running etc.In short the TG Loved the initiative and kept coming back. BMM Website Analysis

  26. Country-wise Website Traffic Breakup BMM Website Analysis Insights: BMM 2013 turned out to be a truly global event with participants from around 20 countries.

  27. Consistent, frequent updates to build an interactive Facebook community by sharing: • Marathon experiences of participants • Interactive updates • Health tips • Trivia • Count down campaign • Race details. • All the queries received from participants were answered in real time The overall numbers, virility, reach and impressions achieved on Facebook in 2013 compared to the past three years was phenomenal. 8,242 Likes with 1,372 still actively interacting with the page Daily Total Reach: 4,60,119 Daily Total Impressions: 7,96,720 Success on Facebook The Facebook page was formed on Oct 1, 2013.

  28. Consistent, frequent tweets to build an interactive Twitter community by tweeting: • Interactive and informative tweets focussing on increasing participation • Identifying and engaging with influencers and renowned Tweeple • Health tips • Trivia • Count down campaign • Race details • All the queries received from participants were answered in real time Success on Twitter All the queries received from participants were answered in real time Total tweets done per day: 3 to 4 per day

  29. The midnight marathon messaging was seen across various offline mediums • Print Ads • Hoardings • Banners • Posters • Other brand communication Offline activities

  30. IncPot was used in the run-up to the event to listen, discover & engage in conversations across the web to increase: • Responsiveness • Awareness • Engagement • Lead Generation • Reputation Management Social Listening & Monitoring

  31. Lets Run For.. Child Bangalore Bengaluru

  32. Overall participation in the various events of BMM-2012

  33. Lets make Bengaluru the… Winner

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