Event Client Sees +132% more Registration Revenue YoY following Strategic Media Shifts

WHAT I DID

I began by reviewing the previous year’s media strategy, results, and key learnings to identify areas of improvement and budget inefficiencies.

Key Actions:

  • Conducted audience research to inform a refined media mix

  • Reallocated budget and adjusted channel selection and flighting to improve performance

  • Built and presented a strategic media plan that clearly outlined Year-over-Year optimizations to client stakeholders

  • Led bi-weekly performance check-ins, using registration pacing data to guide in-flight optimizations

THE RESULTS

  • ⏱ Registrations paced 10 days ahead of the previous year

  • 📈 Final results showed a +132% YoY increase in registration revenue

  • 🧠 Clear strategy changes enabled better budget efficiency without additional spend

TOOLS

THE PROBLEM

An annual 10K race set a goal to exceed 40,000 runner registrations, aiming to improve on the previous year’s numbers.

The challenge?

  • Flat media budget ($25,000) year-over-year

  • High expectations despite limited resources

  • Need for smarter media strategy to drive greater efficiency and reach

CLIENT

Annual 10K Race

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