0915 Royal Parks

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Who is contributing today Sara Lom CEO, Royal Parks Foundation Sally Barney Fundraising and Events Manager Clare Bowen Project Manager Helen Dodd Events Manager, Asthma UK Anna Maria Feniello Corporate Partnerships Executive, PLAN UK Melissa Brown Senior Account Manager, KTB PR Mary Roberts Project Director, Limelight Sports Rachel Haining Project Development Director, Limelight Sports

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The Idea A little breakfast walk in Regent’s Park So many runs in London – what would make ours different ? A challenge of making money The Royal Parks Foundation Half Marathon was born

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Feasibility Start and finish in Hyde Park Number of runners Permissions Closing Hyde Park Corner Sponsorship study

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What made it different? 4 key messages Iconic route Race for both the runner and spectator Caring for the environment Raising millions for charities

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Financial model Premium quality race Needed to raise money for both The Royal Parks Foundation and all charities involved Income from:- Race place sales Corporate sponsorship Runner donations Pro bono work where possible

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Financial model Split of places year 1 32% Public places @ £39 43% Charity places @ £117.50 Over 160 charity partners 6% Corporate places @ £200 10% Royal Parks Foundation Places 9% VIP & Stakeholder places

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Be forensic with the finances Budget £1.2m Originally charity places £100 Financially best if event VAT exempt Therefore price increased to £117.50 per place No roll over

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Network and consult like crazy Research and advice from Institute of Fundraising nfpSynergy workshop Charities eg. NSPCC and Children with Leukaemia General expression of interest e-mail sent to charities Meetings to identify headline charities

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Charity Model 5 levels of charity partnership Golden Oak Silver Birch Copper Beech Elm Sapling Key – packages were all inclusiveall marketing – no added extras Any charity could buy a place – no restrictions on numbers or Gold Bond places Charity workshop

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Opportunity for number of charities Prestigious, well organised event Great fundraising opportunities Motivated runners Tailored and supportive team

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Sponsorship – Year 1 Presented the vision and believed in it – kept to values Targeted sponsors who were aligned to values of the race Trustees and contacts helped get meetings at the highest level

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Sponsors – look for the long term Principal Sponsor Brakes (3 years) Event Partner The Royal Parks Corporate Partners Marks & Spencer Nokia Media Partner Metro

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Sponsors – Growth by Year 2 Principal Sponsor Brakes Event Partner The Royal Parks Corporate Partners Mizuno Lucozade Sport Marks & Spencer Nokia 3rd tier Partners Virgin Money Giving Grosvenor House Matt Roberts Sweatshop Media Partners The Daily Telegraph 95.8 Capital FM Runner’s World

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Creating the Brand Brand values Created logo and look and feel Name of the event – true to the charity Royal Parks Foundation Values reflected throughout all marketing eg. ‘kicking a conker or two’

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Marketing – Year 1 Metro partnership Word of mouth Runner’s World London Underground Postcard campaign Event partners E-shots and ‘tell a friend’

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Website – key communication Developed website All partners featured Database functionality and sales Continuously updated Clear and concise information

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PR Campaign platform - Fresh Air Fitness Engaging media from the start Media & Celebrity Runners Media Collateral - Fresh Air Fitness Guide On the day media co-ordination

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Managing the runner The runner = the event Need to feel special eg. E-shots with updates ‘First to know’ Offers Full details regarding race day Added extras Westminster loos and 50ps Comments taken on board eg. extra loos Premium price yet good value – simple structure Race t-shirts Brakes Food & Fitness Festival Fill your own goody bag Post event feed back

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Some lessons learnt to date…..work in progress ! Forgot to manage our own runners As a small charity imperative to ‘let go’ and let event company manage Some elements important to retain as a charity eg. Corporate teams (telesales total team sign up = 0) Joint approach to sponsors Stick to the original deadlines There can never be too many loos !

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THANK YOU TO EVERYONE WHO’S HELPED MAKE THE ROYAL PARKS FOUNDATION HALF MARATHON WHAT IT IS TODAY AND FOR HAVING FAITH IN OUR VISION