University of Maryland Medical Center

MARYLAND HALF MARATHON & 5K DIGITAL CAMPAIGN TO SUPPORT CUTTING EDGE CANCER RESEARCH

In 2023, the Maryland Half Marathon & 5K returned to an in-person format, marking a significant milestone after the challenges posed by the pandemic. The goal was to raise funds for cutting-edge cancer research at the University of Maryland Marlene and Stewart Greenebaum Comprehensive Cancer Center (UMGCCC) at the University of Maryland Medical Center (UMMC).

What Works Studio (WWS) led the marketing efforts of this event to create a groundbreaking multichannel campaign, which led to a successful event.

PROBLEM

The University of Maryland faced the challenge of elevating awareness and driving conversions within the crucial runner and donor segments. The goal was to effectively promote the Maryland Half Marathon & 5K, with an ambitious target of raising $500,000 for advancing cancer research.

SOLUTION

To tackle this challenge, the University of Maryland collaborated with What Works Studio (WWS). WWS executed a meticulously planned multichannel digital marketing strategy, leveraging platforms such as Facebook, Google Search Ads, programmatic advertising, as well as PR, to maximize engagement and reach. The event gained significant media attention.

The comprehensive strategy executed by What Works Studio proved highly successful. The targeted marketing approach elevated awareness and drove significant engagement and conversions, ultimately surpassing the predefined goals.

Outcomes

• Impressions: 6,338,488

• Website Visits: Over 100K

• Social Media Engagements increased by 35,207.3%

• Social Media Followers increased by 9.7%

• 4,491 registrations

• Broadcasting Summary: 43 Broadcast hits, reaching an estimated TV audience of 1,043,822 viewers, with an estimated advertising value of $63K