Presentation on theme: "A flagship initiative of Rotary Bangalore IT Corridor (RBITC) “Reach within to embrace humanity as the city runs for a cause greater than just the finish."— Presentation transcript:
A flagship initiative of Rotary Bangalore IT Corridor (RBITC) “Reach within to embrace humanity as the city runs for a cause greater than just the finish line”
Marathon … "We are different, in essence, from other men. If you want to win something, run 100 meters. If you want to EXPERIENCE something, run a marathon." - Emil Zatopek, 1952 Olympic Marathon gold medalist
Welcome to Bengaluru Midnight Marathon (BMM) BMM was conceived by Rotary Bangalore IT Corridor (RBITC) and the 1 st edition run on 19th May 2007. Asia’s only Midnight Marathon. To support deserving charities across South India. Resulted in growing number of participants from over 25 countries. Acknowledged and marked in the official ‘International Calendar. This year event is scheduled on 20 th December 2014 (Saturday) at KTPO, Whitefield
Bengaluru Midnight Marathon has become the Largest Fundraising Platform for RBITC & has supported various deserving charities. 2400 runners 2007 2008 2009 2010 2011 2012 10,000 runners Marked on the official ‘INTERNATIONAL MARATHON CALENDAR City’s Most Sought After RUNNING EVENT Corporate Participation: 18 Corporate Participation: 40 2013 10,000 runners. 14,000 audience Corporate Participation: 45
One Mile Run for CXOs on a Sunday Morning in the Run- up to BMM Power Mile Run 30 Corporate Relay Teams of 8 run the Full Marathon on BMM Race Day Corporate Relays Rock Show & Local Bands play all night Folk Dancers, Cultural Show & Flea Market Fun & Frolic on Race Day Thank You Party on the Following Sunday Concluding Event & Prize Distribution Two weeks before the main event, owners ran with their pets. Why should pets be left out of the festivities? Pet-a-thon Participate to reflect your culture & values Midnight Marathon – a festival…
8 th Bengaluru Midnight Marathon – December 20 th, 2014 (Saturday) 8 th Bengaluru Midnight Marathon – December 20 th, 2014 (Saturday) Location KTPO Whitefield Location KTPO Whitefield Only Midnight Marathon in the Globe Only Midnight Marathon in the Globe 10000 people participated in the event 10000 people participated in the event The key event of the race day included The key event of the race day included Full Marathon (42.195km) at 12 midnight Half Marathon (21.95km) at 12 midnight Open 10K Run (10km) at 10pm Womens 10k Run (10km) at 7pm IT City Fun Run (5km) at 5pm Corporate Relay Women’s Relay Flagship Fundraising Event
Midnight Marathon - FUN & RUN! For a good cause!
Strong industry support
Around the world TWICE in 8 Hours!!! 25 Corporate/Women's Relay Teams - 1,050 Kms 25 Corporate/Women's Relay Teams - 1,050 Kms 21 Community Relay Teams - 105 kms 21 Community Relay Teams - 105 kms 4,500 Fun Runners - 22,500 kms 4,500 Fun Runners - 22,500 kms 3,500 10k Runners - 35,000 kms 3,500 10k Runners - 35,000 kms 800 Half Marathon Runners - 16,800 kms 800 Half Marathon Runners - 16,800 kms 200 Marathon Runners - 8,400 kms 200 Marathon Runners - 8,400 kms A Lucrative Fundraiser 375k Dollars Raised Net amount of ~$200K for projects Next year will be bigger and brighter We invite all of you to participate and help make a difference!
Adoption of Government Schools Medical surgeries. Free Eye surgeries Blood donation camps Integrated Village Development Cleaner and better Bangalore Lighting for Literacy (LFL) Potable Water Project Together we can transform lives
Education: Interventions required Achievements So far: Five schools adopted: Immadihalli High School, Varthur High School, Mellurahalli school, Siddapura school, Ramagundanahalli school Toilet Upgrades in all schools Computer labs set up with help of EMC and KPN Lab on Bike – from Agastya Foundation covering all 4 schools Agastya lab set up in Immadihalli High School and Varthur High Library set up in one school with the help of Hippocampus Dictionaries Project Plans: Interventions to improve the 3Rs – Reading, Writing, Arithmetic Volunteering for academic improvements, sports, life skills Improvements in pass rate, reduction in drop out rate, Infrastructure improvements – Better labs, toilets, wash areas, boundary walls
Focus Area - Education Engaged with FIVE government schools to improve infrastructure, science & computer labs, potable drinking water, upgrading toilet facilities,, library & books, teachers’ training, conducting classes through volunteers. Sponsorship for deserving students. Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program. Tape recorders donated for visually impaired students. Distribution of Kannada English dictionary to students
Focus Area - Education Engaged with FIVE government schools to improve infrastructure, science & computer labs, potable drinking water, upgrading toilet facilities,, library & books, teachers’ training, conducting classes through volunteers. Sponsorship for deserving students. Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program. Tape recorders donated for visually impaired students.
Focus Area – Integrated Village Development Adopted a village near Hoskote (B. Thimmasandra) for “Integrated Village Development”. This will involve interventions in the areas of healthcare, education, water, sanitation, livelihood and skill development. We have already conducted a medical camp for all the residents (108 families) of the village.
Focus Area – Cleaner and better Neighborhood Working closely with “Whitefield Rising” and “The Ugly Indians”, and students from MVJ College of Engineering to have a cleaner and safer Whitefield
Blood Donation Camps Free Chemotherapy project for cancer afflicted children Green Dream Initiative Project to reduce IMR Project to reduce MMR. Causes Supported by RBITC
Media Analytics – BMM
If not Us then Who will? Objective of Bengaluru Midnight Marathon is to get the people of Bengaluru to contribute towards making Bangalore a better place. Run for Bengaluru
Leveraging the power of Media BMM’s website will be the information hub with rich media tabs and interactive functionalities. People will be reached out to through various social networks and ads to support charities and causes of their choice. Intensive offline and online media coverage through news channels and websites. Media Plan Online PR Social Media Print Media Outdoors Banner Ads TV Radio
Our Social Media Reach 45,899,000 Active Users - 3,028,500 in Bangalore alone -Promotion via Targeted Ad campaigns -Interactive Apps and Games -Engaging content 13,000,000 Active users - Use of #BMM hashtags to gain virality -Contests integrated with FB and website -Tweetups to gain credibility 40,000,000 Active users - Live Video streaming of the event -Increased WOM through videos -Seeding and sharing on other channels -Integrated with the main website 12,000,000 Active users - Promotion through LinkedIn Events -Marketing of the event through LION -Visibility through group participation India Statistics Data: EOY 0212
To achieve the various sets of objectives of this event an integrated campaign was executed by effectively integrating and utilizing the offline and online medium of communication through a gamut of activities like Social Media Marketing, Social Listening & Monitoring, developing and deploying an interactive website, creating hoardings, banners, radio spots, hosting pre-race events such as launch party, pet-a- thon, fashion show etc.To achieve the various sets of objectives of this event an integrated campaign was executed by effectively integrating and utilizing the offline and online medium of communication through a gamut of activities like Social Media Marketing, Social Listening & Monitoring, developing and deploying an interactive website, creating hoardings, banners, radio spots, hosting pre-race events such as launch party, pet-a- thon, fashion show etc. These activities not only led to an increase in the overall reach and awareness of the event but also led to increased participation in the various supporting events of BMM like CXO Power Mile, I.T City Fun Run etc. and in the flagship event Bangalore Midnight Marathon. These activities not only led to an increase in the overall reach and awareness of the event but also led to increased participation in the various supporting events of BMM like CXO Power Mile, I.T City Fun Run etc. and in the flagship event Bangalore Midnight Marathon.
BMM Website Analysis Designed an aesthetically appealing, inspirational website providing a great user experience with online registration functionality & secure fundraising option. Insights: 58,000 visits to the website in just 60 days from October 2013 to December 2013 with an average duration of time spent by an user to be around 5 mins on the website. Nearly 65% of the visitors were new visits. Total Visits (Jan 2013- 20th Dec 2013)
BMM Website Analysis Insights: The website clearly got greater visibility in Google search results for relevant keywords. Majority of the traffic also came from social channels and blogs related to fitness, running etc. In short the TG Loved the initiative and kept coming back. Traffic Sources
BMM Website Analysis Insights: BMM 2013 turned out to be a truly global event with participants from around 20 countries. Country-wise Website Traffic Breakup
Success on Facebook Consistent, frequent updates to build an interactive Facebook community by sharing: Marathon experiences of participants Interactive updates Health tips Trivia Count down campaign Race details. All the queries received from participants were answered in real time The overall numbers, virility, reach and impressions achieved on Facebook in 2013 compared to the past three years was phenomenal. 8,242 Likes with 1,372 still actively interacting with the page Daily Total Reach: 4,60,119 Daily Total Impressions: 7,96,720 The Facebook page was formed on Oct 1, 2013.
Success on Twitter Consistent, frequent tweets to build an interactive Twitter community by tweeting: Interactive and informative tweets focussing on increasing participation Identifying and engaging with influencers and renowned Tweeple Health tips Trivia Count down campaign Race details All the queries received from participants were answered in real time Total tweets done per day: 3 to 4 per day All the queries received from participants were answered in real time
Offline activities The midnight marathon messaging was seen across various offline mediums Print Ads Hoardings Banners Posters Other brand communication
Social Listening & Monitoring IncPot was used in the run-up to the event to listen, discover & engage in conversations across the web to increase: Responsiveness Awareness Engagement Lead Generation Reputation Management
Lets Run For.. Bangalore Child Bengaluru
Overall participation in the various events of BMM-2012 IT City Fun Run4000 Community Relay33 Communities Corporate Relay + Women’s Relay IT City Fun Run – 5k 32 Teams 5,000 10K Runners4,000 10K Corporate Teams8 Full Marathon & Half Marathon1,450 Total participants10,000+ Total audience4,000+ Corporate Participants as teams 10K Corporate Teams Relay Bulk Booking Other estimated Total 350+ 256 2,200+ 500 3,300+ CxO Touch Race Day CxO Run Team Sponsor Total 100 120 50 270