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Marketing and Promotion for Event Directors. How to get information about your event out to potential participants!. Registration flyers. Purpose Quantity Design Necessary Information Distribution. Who What Where When How.

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marketing and promotion for event directors

Marketing and Promotion for Event Directors

How to get information about your event out to potential participants!

registration flyers
Registration flyers
  • Purpose
  • Quantity
  • Design
  • Necessary Information
  • Distribution
press releases





Kid-friendly, family-friendly, pet-friendly? Who is putting the event on and how can they be contacted?

Name and distance(s) of event, course description, beneficiary, sponsors

Location of event (include a street address for out-of-town participants)

Date, start time, time limits, deadlines

Registration options including online, mail and DOR

Press Releases

What do you want to know about a race? Put yourself in the shoes of a competitive racer, a first-time participant, a walker, a parent, etc. It will save you time down the road!

race calendars website
Race Calendars & Website
  • Free calendars
    • Optimized for search engines
    • Ask you vital information so you’re less likely to omit important details
    • Don’t always let you control appearance
  • Websites
    • Registration websites
    • Free websites
    • Paid websites

Willamette Valley Road Runners Event Calendar

registration website
Registration website
  • Pros
    • All information listed
    • Upload logo
    • Direct link to registration
  • Cons
    • Ads on website
    • No control on formatting
    • Rely on someone else to update

free web templates
Free web templates
  • Pros
    • Free
    • Easy to update
    • WYSIWYG (What you see is what you get!)
  • Cons
    • Limited templates
    • Navigation isn’t intuitive

custom website
Custom website
  • Pros
    • Custom look and navigation
    • RD’s control 100% of content
  • Cons
    • Often relying on someone else to make updates
    • Can be pricey

Customized site through

social networking
Social Networking
  • Facebook
    • Page v. Group?
    • Use in marketing
    • Word of Mouth
  • Twitter
    • Link to facebook
  • Be prepared to interact on a regular basis!
facebook page
Facebook page – Vanity URL

email communication
Email communication
  • Preserve your sanity
  • Stay organized
  • Only email when there’s a good reason to do so – avoid the “opt-out”
  • Don’t be a spammer:

Reason for sending

How to stop receiving emails

pail email marketing track responses
Pail email marketing: track responses
  • Tracking responses allows you to see what items your participants click on, how many people opened the newsletter, etc.

ORRC Hagg Lake Ultras newsletter by Emma

paid email marketing professional appearance and branding
Paid email marketing: professional appearance and branding
  • ORRC newsletters always have the same look
  • They use personalization tags to address each email to the individual
  • Emails are sent only when there are important announcements

ORRC newsletter by Constant Contact

additional types of promotion
Additional types of promotion
  • Sponsors
  • Area running club
  • Affiliated organizations
  • Earned media (publicity)