Background

Since 2004, Kale Running has provided race management services, finish line capabilities, and promotional services to over 60 events. Since the beginning, the team at Kale Running has used Active’s one-stop-shop of technology solutions to simplify administrative processes, enhance efficiencies through technology integration, and improve the user experience. By taking advantage of Active’s marketing capabilities, Kale Running has further extended their client offering by consistently targeting a solid base of potential participants, resulting in exponential registration growth year after year.

Challenge

According to Kevin Hupp of Kale Running, attaining affordable marketing is one of the biggest challenges faced in the race management business. “Advertising in various publications can cost several thousand dollars, and a television ad campaign can cost tens of thousands of dollars. Marketing in these formats in many cases does not result in a positive return on investment for the event.” Kale Running sought effective and affordable marketing tools to grow their events. They needed to grow a comprehensive email database of potential registrants, communicate effectively and often to participants, and report on registration growth and marketing efficacy to their clients.

The Active Solution

Kale Running works with the Active team monthly to develop, design, and distribute The Kale Running Newsletter. This custom newsletter delivers information on upcoming Kale races and includes direct links to each event’s online registration form. Kale events are on Active.com’s searchable event calendar where millions of athletes visit daily seeking information on events and activities in their area.

Results

• Due to an opt-in subscription process and viral marketing, the Kale Running database has grown from 1,000 email addresses to over 27,000 in just 2 years.
• A direct link to online registration offers interested athletes a convenient opportunity to register for an event in just a few clicks, resulting in immediate registration growth.
• Active provides monthly summary reports to Kale Running, who shares that data with their clients.

“We are able to provide these e-mail stats to attract potential race timing and management clients. We are also able to provide this information to potential sponsors to demonstrate the exposure their business will gain being associated with the event”. – Kevin Hupp, Kale Running

About Kale Running

Since 2004, Kale Running has provided race management services, finish line capabilities, and promotional services. Finish Line Services include but are not limited to Road Race ChampionChip timing from the local 5Ks to major marathons, Triathlon ChampionChip timing (with up to 5 splits) and Duathlon ChampionChip timing (with splits). Race Management services include, but are not limited to assistance in race planning, race promotion and race coordination to ensure a successful event from start to finish.