Jackie Reau, CEO of Game Day Communications, presented the following at the 2016 Running USA Industry Conference: "Creating an Advocacy Plan to Drive Awareness and Revenue in Sporting Events."

1. By
Jackie Reau
Game Day Communications
Creating an Advocacy Plan to
Drive Awareness and Revenue
Creating an Advocacy Plan to
Drive Awareness and Revenue

2. Introduction
• Game Day Communications is a sports and entertainment
communications and marketing firm based in Cincinnati led by former
ESPN Anchor Betsy Ross
• Flying Pig Marathon was our first client and the 2016 race will be our
14th race weekend
• Capabilities include: fan research, strategic communications, media
relations, social media and event marketing

4. Agenda
• Sports Tourism Industry Overview
• State of U.S. Running by the Numbers
• Anatomy of an Advocacy Plan
• Advocacy Plan Outline
• Work Sheet Exercise
• Q&A

5. Sports Tourism Industry
• Visitor spending at amateur sporting events was $8.7 billion
last year, up 5% from the previous year
• Sports Tourism & Travel in the U.S. represents 28.5 million
people, up 3.7% from the previous year
• Direct visitor spending at sporting events per day, per person
is $208.80 (different from economic impact)
*National Association of Sports Commissions

6. Economic Impact Calculation
• Economic Impact: Results to the city, results to the local CVB and/or
Sports Commission and to the event
• Hotel nights are calculated by surveys and/or CVB room pick up and include
total nights stayed and the average room cost per night
• Visitor spending per person and per day
• Operational spending is calculated into the total economic impact figure by
reported spending from one or all of the appropriate groups: teams, event
rights holders and/or CVB/Sports Commission

7. Flying Pig Marathon Economic Impact
• Participants generate more than $12 million in economic impact over Flying
Pig Marathon weekend including:
• Spending by out-of-town participants, local participants and guests and
families who join the participants (each participant brings 4.5 people with
them)
• $1.3 million spent on lodging
• $1.2 million spent at restaurants, bars, entertainment and Expo
• More than $250,000 spent at retail outlets
• Jobs created or sustained by the Marathon total 280+
*Xavier University (2014)

8. U.S. Running Participation by the Numbers
• 1,100 + U.S. marathons held in 2013
• 541,000 total marathon finishers in 2013
• 57% men, 43% women
• Since 1990, there has been a 140% increase in U.S.
marathon finishers
*Running USA Report (2014)

9. U.S. Running Participation by the Numbers
•18,750,000 finishers in U.S. running events
•Total number of U.S. running events reached
28,000
•2.046 million finished half marathons (up 4%)
*Running USA Report (2014)

10. Definition of an Advocacy Plan
An Advocacy Plan is a tool to effectively
communicate to key audiences to
influence behavior

11. “Funders need Numbers.”

12. “Understand the motivation of your target
audience and provide impactful numbers to
influence support.”

13. Anatomy an Advocacy Plan
• Total Number of Participants and U.S. Ranking
• Economic Impact
• Direct Visitor Spending
• Total Amount of Charitable Donations
• Total Number of Volunteers and Hours
• Media Impressions and Earned Media Value
• Social and Digital Media Insights

14. Advocacy Plan Outline
Objective(s)
•To increase public financing support from city or
county
•To increase sponsorship revenue from
companies in sports tourism sector
•To increase media support from the CVB

15. Advocacy Plan Outline
Key Messages
•Overall economic impact of the event in the
community
•Direct visitor spending from the event
•Charitable giving
•Hotel room night pick up

16. Advocacy Plan Outline
Target Audiences
•Your Board of Directors, Sponsors, Volunteers,
Charities
•City Council and County Commissioners
•Hospitality Leadership
•Civic Leadership (Chamber, Downtown
Committees, Neighborhood Councils)

17. Advocacy Plan Roll Out
Initiatives
• Create a printed and/or e-report with key indicators of
Advocacy Plan
• Schedule meetings and/or events with internal and external
audiences to share the Advocacy Plan
• Leverage report with current and new sponsors
• Share report on website, social and digital platforms

18. Advocacy Plan Roll Outline
Timeline of Activity
• 3 months (post): Complete report/scorecard
• 4 months (post): Distribute to internal audiences via
meetings
• 5 months (post): Schedule meetings and/or community
event to announce highlights with media invited
• On-going: Share on website, social and in all sponsorship
presentations, media interviews, etc.

19. Advocacy Plan Work Sheet Exercise

20. Q&A

21. Thank You