Mothers Day Classic

Project

New website for Mothers Day Classic

Client

Women in Super

Product

Website, event registration, email marketing, strategic advice

Site

www.mothersdayclassic.org

Goals

We were approached by Women in Super to partner with them for their 2005 event, the Mothers Day Classic (MDC). The MDC is a nationwide fun run/walk, with the specific aim of raising money for breat cancer research. There was therefore really only one aim for this site, and that was to help raise more money than had been achieved in previous years.

Solution

We started from scratch, re-working the old site navigation and design and giving the website a new look. We then set about implementing strategies which would drive more people to the website, and therefore encourage more people to sign up to the event.

In 2005 our two main strategies were an email marketing newsletter, as well as fresh and updated content at regular intervals for the site. In 2006 we extended the email newsletter strategy to over 20,000 recipients, and added a personal training blog.

Did it work?

Results

The 2005 site saw a whopping 280% in website traffic, thanks to both the email newsletter and the regular new content. The newsletter itself generated a 10% sign up rate, compared to an industry average of 2-3%. We are pleased to say that the 2005 event raised more money than any other previous year, and that we were able to play a small but important part in that.

In 2006 we had an even bigger year, helping to attract more entrants to the Mothers Day Classic than had ever been seen previously. Most of the events had to be closed off a week early!

We believe that this has resulted in another record year of money raised, but the final figures are yet to be released.