Freihofer’s run for women
For almost two decades, Rueckert Advertising & Public Relations has provided public relations and advertising support for the Freihofer’s Run for Women, one of the world’s largest and most prestigious all-female 5K road races. Each year the agency raises the bar by exceeding attendance and predetermined earned media goals.
Our approach varies each year but relies heavily on proactive public relations strategies — press releases, public affairs interviews, feature story pitches and a pre-race press conference — coupled with modest print advertising and promotional spots aired on partner TV and radio stations. We also incorporate a strategic social media component featuring Twitter, Facebook, YouTube and a blog to target potential runners.
Another recently introduced strategy to draw new participants is a 10-week Training Challenge program. Modeled around the popular Couch to 5K Running Plan, it includes media celebrities who head teams of women on weekly training runs, as well as injury prevention experts and a nutritionist dispensing advice. This comprehensive program has not only helped prepare novice runners to tackle their first 5K, but also fostered long-lasting friendships.
In addition to our PR/social media role, the agency designs all of the graphics associated with the Run for Women and its companion events — the Freihofer’s Community Walk, Freihofer’s Kids’ Run, Freihofer’s Junior 3K and CapitalCare Health & Fitness Expo. These eye-catching visuals are displayed everywhere from newspaper ads and entry brochures to t-shirts and the press conference backdrops.
Rueckert Advertising’s results have been extremely successful. Since taking over the event’s marketing, the agency has boosted event participation by more than 30%, while consistently bettering annual earned media coverage. In 2012, more than 362 million impressions were generated from 643 preand post-event print and electronic stories. The value of the print/electronic/Web coverage was $14.6 million — a staggering return on the baking company’s $20,000 marketing investment.