First and foremost we sought to understand the objectives of the project by getting to know the organisers and what they envisioned - a key part of any project that we undertake.
Initially we built a responsive WordPress site which was fully aligned with the brand guidelines, transferring all historical data from the old site in the process. We integrated MailChimp to assist data capture and the sending of targeted emails, and designed bespoke email newsletter templates.
The new site incorporated a range of engaging features including live Marathon countdown timers, animation and video. We also added Google Analytics and the Facebook Pixel to track traffic and measure the effectiveness of the PPC campaigns.
After the first website, we continued to work with the team to produce two further websites to cover all three events that are hosted - the Honolulu Marathon, Half Marathon and 10k. Each of these sites could work together to reflect the specific event’s brand and entice runners to sign up. Additionally we planned and implemented a brand new PPC strategy to drive awareness and sign ups. We now create, optimise and report on a number of campaigns across Google Search, Display, Retargeting and Programmatic.
Taking prior knowledge of the demographics that were interested in the marathon we were able to target key audiences in the locations that traditionally drove the most sign-ups including the USA, Australia and New Zealand. This encourages runners to take the trip of a lifetime and run in the marathon, with great pictures to show off their achievements thanks to the beautiful views!
Following on from this we developed YouTube ad campaigns and were appointed to run digital marketing for the marathon’s sister event, the Hapalua Half Marathon.