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