Case Study:
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In 2002, Caledonian Concepts staged the first Loch Ness Marathon with Baxters as its title sponsor. The event is now in its seventh year, and has been expanded to create a Festival of Running which includes: the Baxters River Ness 10k, the Healthier Working Lives 10k Corporate Challenge, and the Baxters River Ness 5k. The Festival currently continues to grow but relies on its sponsorship income for survival, and faces future challenges from a number of areas such as the current economic climate, the growth of competitive events in the marketplace, coupled with a possible levelling out of participant numbers. FEI was asked to look at the marketing of the event to help shape the next phase of its development and to explore how best it could secure its status and financial future. In addition FEI was asked to manage the post event questionnaire sent to in excess of 4500 participants to quantify economic impact and also to get feedback from participants to aid future developments in the event. The marketing review was undertaken by FEI consultant Lucy McCrickard a sports marketing, brand sponsorship and event management specialist with over twenty years experience in major events. She managed Flora’s sponsorship of the London Marathon for 13 years and continues her association with the event with Virgin. She is also commercial agent and manager for British Olympic Marathon runner Tracey Morris. |
 & FESTIVAL OF RUNNING Market Review & Impact Assessment
FEI’s work included an assessment of the current position of the event, an examination of its future aspirations and identified how the distinctiveness of the event could best be safeguarded in a crowded market. We moved on to look at current and potential target audiences. We examined marketing and communication channels and looked at the current and potential partners for the event which would add value to the proposition. Charity has always played an important part in the Loch Ness Marathon and Lucy made suggestions as to how associations with charities could be best made to work in the Event’s long term interests. We also looked at how best these developments might be financed and managed to maintain and protect the event. This work was encapsulated in a marketing review presented in August 2008. Following the 2008 Marathon in October FEI also agreed the wording of the post event online questionnaire with the client, managed its distribution and summarised the findings in an economic impact report delivered in November 2008.
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