ABOUT

THE CAMPAIGN

Visalia Triathlon (VITRI)

Social Media Marketing Campaign
The annual Visalia Triathlon or “VITRI” as the triathletes is held every year in the spring at El Diamante High School in Visalia, California. The event offers a 1-mile swim, 11-mile bike course, and 3-mile run.

 

The 2018 event offered something very new as 100% of the proceeds will go to the ProYouth XL Program. It provides comprehensive expanded learning programs at the elementary, middle, and high school sites throughout Tulare and Monterey Counties.

``The overall campaign was from March to May 2018.``

CAMPAIGN

GOALS & OBJECTIVES

The main goals were to;

BRAND AWARENESS

Raise the overall brand awareness with triathletes within Central California.

INCREASE SALES

Increase athlete entries from the previous year.

From there my objectives were to;

REACH

Reach over 5,000 people within the triathlon community.

ATHLETE ENTRIES

Increase athlete entries by 25% from the previous year.
``The tactics were simple and straight forward.``

CAMPAIGN

TACTICS

SOCIAL MEDIA MARKETING

As the event came closer, I created Facebook posts with discount deals that gave a sense of urgency to sign up before the deal was gone.

SOCIAL MEDIA ADS

I created ads for a specific target audience and used A/B testing in each ad with different triathlon pictures from last year’s event.

ONLINE MONITORING

I monitored the Facebook page if anyone interacted with a post or had a question about the event.

PHOTOGRAPHY

I took pictures of all three events. The short-term idea was to get people excited about their participation and share the picture of themselves on their Facebook account and the long-term idea was to create new photography for next year’s marketing campaign for the event.
``The results were more than successful.``

OVERALL

RESULTS

Below were the final results.

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ONLINE REACH

Total Reach: 12,607 people within the niche online audience. (A 77.08% + increase from original objective)

0
%
ATHLETE ENTRIES

The event saw a 61.1% increase in athlete entries from the previous year. (A 144% + increase from the original objective)

``I was able to surpass the original objectives.``

FINAL

CONCLUSION

This was the first year the VITRI took social media marketing seriously and the biggest takeaway was that in finding the right audience to target on Facebook the Visalia Triathlon was able to meet its overall goals and plans to build off that success for the 2019 VITRI.

This campaign won an award at the 2019 Public Relations Society of America: Central California Image Awards ceremony. See Below.

  • Public Relations Society of America – Award of Merit: Social Media Campaign