University of Maryland Medical System Foundation

A coordinated digital and PR campaign generated over 100K website visits and drove record event participation.

When the Maryland Half Marathon and 5K returned to an in-person format in 2023, it carried more weight than ever. After several years of pandemic disruption, the event needed to reconnect with runners, energize donors, and rally the community around a shared purpose: advancing cutting-edge cancer research at the University of Maryland Marlene and Stewart Greenebaum Comprehensive Cancer Center. What Works Studio was brought in to lead the marketing effort and build a multichannel campaign capable of reigniting momentum and driving meaningful participation.

The challenge was to reach and convert two distinct groups: runners motivated by the return of a beloved race and donors seeking a powerful cause to support. Our team crafted a digital strategy that combined Facebook advertising, Google Search, programmatic media, and earned media to expand reach and deepen engagement. The campaign quickly gained traction, drawing widespread attention from both participants and regional broadcasters. The result was a surge of interest, registrations, and donations that exceeded expectations during a critical moment for the event’s revival.

A revitalized race powered by a far-reaching campaign that elevated awareness, inspired participation, and helped advance life-changing cancer research.

Key Outcomes

• 6,338,488 impressions

• More than 100,000 website visits

• Social media engagements increased by 35,207.3 percent

• Social media followers increased by 9.7 percent

• 4,491 total registrations

• 43 broadcast hits reaching an estimated television audience of 1,043,822 viewers

• Estimated broadcast advertising value of 63,000 dollars