Triplicated the number of runners
With over a decade of experience in managing and promoting street racing competitions in Brazil, Proesp is the company that organizes the Sorocaba Marathon. An inclusive event for those just starting to practice street racing to those who can tackle international marathons. In 2022, Orange was responsible for the strategic planning, design execution, communication, media plan, and performance.
Sector
- Events
- Street Racing
Services
- Strategy, Communication
- Web Development,
- Graphic Material, and
- Promotional Material
The Challenges
In recent years, street racing in the city of Sorocaba maintained low participation and engagement, with an average of 300 to 400 runners.
Our goal and challenge were to promote a strategic plan capable of influencing, generating interest, and desire among participants for the event held in the city of Sorocaba, which faced a geographical barrier for not being located in a major capital.
The Applied Solution
We structured a marketing council with the management of the Sorocaba Marathon, and our first step was to develop the strategic plan collaboratively.
Strategic, Tactical, and Operational Planning.
We mapped out the challenges and based on that, defined the strategic, tactical, and operational planning.
For each of these pillars, we structured goal plans. This was grounded in a vision of intense relationship-building with a lead base and marketing automation, a sense of community, and communication with influencers.
With all the planning and actions orchestrated by the Orangers, we achieved the historic milestone of 1300 participants, with positive impacts on the entire infrastructure of the city's hotel and commerce network.
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