Project Summary:
I directed and implemented all facets of The Colorado 54‘s marketing campaign from inception to implementation. The goal of the campaign was to raise $100,000 on behalf of nonprofit organization Second Mile Water for clean water projects through a one day event in which hikers across the state of Colorado attempted to collectively summit all 54 of Colorado’s peaks over 14,000ft.
Marketing Strategy:
- SWOT analysis of the idea and any competitors in the field
- Defined the niche, narrowed down the target demographics & defined specific personas
- Performed background research focusing on similar events and how they achieved positive growth
- Created an informed strategy for success based on research
- Defined price point and geographic focus based on persona research and SWOT analysis
- Built a strong brand set based in story & visual media that used the eyes to move the heart. This includes the brand’s packaging – logo, imagery, website, mailed kits – essentially all touchpoints with potential participants
- Defined the marketing channels for distribution (ie email, social media channels, PPC retargeting, Adwords, blog, website(s), word of mouth, etc)
- Formed relationships with strategic sponsors and partners to increase the credibility and weight of the brand
- Defined the best promotion strategy and tools to use in each channel to increase reach and conversions – ie working with a PR firm, gated contests, giveaways, sponsored posts, etc
- Set the budget to allot to each channel
- Built the infrastructure for tracking performance (which will inform pivot actions taken once the initiative is launched)
- Scheduled the entire campaign, from daily social media pushes to emails and everything in between
- Launched the campaign across all channels with cohesive messaging, imagery, and theming
- Continually measured, iterated, and improved to optimize budget and maximize impact.
Marketing Channels & Tools Used:
- Websites: colorado54.org, mob.secondmilewater.org, secondmilewater.org; WordPress
- Social Media – Facebook, Instagram, Twitter; Hootsuite, FollowLiker, Oracle
- Email Campaign; Mailchimp
- Facebook Retargeting; Perfect Audience
- Customer Service – Zendesk
- Kit distribution – M&D Kitting
- PR Firm – Amelie Company
- Press Releases – PRweb
- Texting (to participants day-of); MassText Service
- Sponsor and Partner media channels (ie feature on Zeal Optics blog & social media)
- Mass campaigning – hanging posters in venues around Boulder & Denver, chalking on university campus
Campaign Results:
The Colorado 54 campaign was a resounding success. From 2014 and 2015 events, over 1,000 hikers participated and raised over $103,000 for clean water projects.
The story was featured live on Fox News, CBS and 9News, Backpacker Magazine did a special feature in its August 2014 issue, and the event’s sponsors helped give the brand weight and spread the word. The two biggest avenues leading to conversions were social media and the email campaign. Facebook ads and retargeting users who had visited the page yielded huge results, and working with the PR firm Amelie Company landed big media coverage. Keeping my fingers on the pulse of the analytics for the event lead to a key decision to change the price point 6 weeks before event day, yielding a flood of new participants – nearly tripling them. After a successful first two years, the event is poised to continue its success in the future.
Colorado 54 Sponsors:
