Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Fight as Hard as You Run 5k

Individual Event Proposal

Sophia Tasselmyer

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Table of Contents

Event Conceptualization 3
Purpose of Event 3
Mission Statement 3
Background 3
Event Goals 5
Logistics 6
Operational Timeline 7
Contingency Options 9

Event Staffing and Budgeting 10

Organizational Members 10
Committees 10
Organizational Chart
Staffing/Volunteer Needs
Cash Flow and Cash Management
Event Sponsorship, Marketing, and Media Relations 14
Target Sponsors 14
Sponsorship Proposal 17
Marketing Plan 18
Use of Social Media 22

Risk Management and Logistics

Minimizing Risk for Attendees
Crowd Management
Logistics
Event Day Management and Evaluation 5
Event Day Volunteer

Appendix 27
References 31

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Event Conceptualization

Extensive planning is necessary in order to host a successful event. The first stage of

planning involves envisioning an event and championing the intention to host the event. As a

freshman in college, my world was turned upside down when my roommate was hit by a car.

The following proposal you will read will include in-depth details on how to successfully host a

5k race to commemorate the life that Molly Offstein has lived, while raising awareness for the

1.5 million Americans that sustain traumatic brain injuries each year.

Purpose of the Event

The purpose of the event is to fundraise money to give back to Molly’s family, while

raising awareness about the lasting effects of traumatic brain injuries.

Mission Statement

The mission of the “Fight as Hard as You Run 5k” is to promote the sport of running

through hosting an event to honor Molly Offstein and the legacy she has had at Elon University.

I believe that people coming together in a community to have fun and support a common cause

can empower them to stay active and engage in other activities that promote positive social

causes.

Background

Molly Offstein is a daughter, sister, friend, mentor, student, and a runner. Most

importantly, Molly is a fighter, and is still alive when no one expected her to be.

Molly was a freshman Honors Fellow on the cross country and track & field teams at

Elon University when her life came to a screeching halt. On March 6, 2017, Offstein was hit

while crossing a 55 mile-per-hour road and sustained multiple serious injuries, including a Grade

3 Diffuse Axonal Injury. Known as a severe traumatic brain injury (TBI), her road to recovery

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

has been anything but smooth. With a shaved head and tubes hooked up to every part of her

body, Molly was a vegetable, relying on medicine to keep the pain tolerable.

The first few months following the accident were the scariest, with Molly’s future

looking bleak as she fought for her life in the UNC-Chapel Hill Hospital in the Neurological

Intensive Care Unit. News sites reported that Molly was in a medically induced coma for

months, but the truth was she couldn’t wake up. She spent nearly four months trying to do that,

until July 2017 when Molly was finally successful in her fight to get her life back.

After a month of recovery time and numerous surgeries, Molly’s condition was stable

enough for her to be admitted into the Kennedy Krieger Institute in Atlanta. The facility is an

internationally recognized non-profit facility dedicated to providing in-patient and out-patient

care to children and adolescences with brain, spinal cord, and musculoskeletal disabilities

(Kennedy Krieger, 2019).

Traumatic Brain Injuries are a leading cause of death and disability among children and

young adults in the United States. An average of 155 people died each day in the U.S. as a result

of injuries that included a TBI in 2014. Molly was one of the lucky ones to survive, though she

will face the effects for the rest of her life, which can include impairments related to thinking or

memory, movement, sensation (vision or hearing), or emotional functioning. Falling is the

leading cause of TBIs, and motor vehicle crashes are the first and second leading causes of all

hospitalizations (CDC, 2019).

When I went to visit her in the Johns Hopkins hospital before my sophomore year of

school started, she was able to point to her nose and identify my face in a room of people when

she was asked to point to me. Her father identified the day I visited as a turning point in her

journey to recover.

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Over two years have passed since the accident and Molly has made remarkable progress.

As she continues to recover, I’ve had the chance to see her a few times and have kept in contact

via social media and texting her, a line of communication that was once thought to be gone for

good. Despite remarkable progress, an accident of this magnitude comes with medical costs that

will never go away. I hope to raise money to donate to her family as they work to bringing Molly

closer to the young woman that she once was.

SWOT Analysis

Strengths
 Former Elon student makes it a
worthy cause
 People know her story
 People love to support local causes
because it generates good will
 Small time commitment
Opportunities
 People from the community to come
 Invite runners I know from NC
community
 People might feel a stronger
attachment to the cause for personal
reasons (TBI)
Weaknesses
 Less people know Molly now
compared to when the accident
happened in 2017
 Not paired directly with an event
already taking place
Threats
 Other events taking place
 Not having a compelling reason for
people to come into town
 Expenses exceeding revenue
 Not securing enough sponsors

Event Goals:

Establishing goals and objectives are required to host a successful event of any size and

magnitude. When you have smart goals and clear objectives in mind, the event planning process

is made much easier because you have a clear focus of what is to be accomplished at the end of

the event. Typical event blunders include overlooked event details, a lack of depth and focus, and

overlooked contingencies. The goals set forth for this event will seek to mitigate these blunders.

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

1. Create a positive environment that encourages people to participate in both the physical

aspect and fundraising aspect.

 Create value for participants by offering unique incentives in race-day packets, such

as a voucher for a local restaurant

2. Encourage peer-to-peer fundraising by providing individual or group participants to raise

money to donate directly for the cause

 Social media posts, likes, and shares pertaining to the event

 Racers prompted to share participation on social media following registration

o Example: “I’m running the ‘Fight as Hard as You Run 5k’ in memory of Noah

Farrelly. Noah was out for a run when he was struck by a car and killed on

December 4, 2018. I am running the event this year not only to raise

awareness on the impact of TBI’s but to also promote safety on the roads.

Please join me in supporting this cause by donating here: <insert fundraising

link.>

3. Plan an event that can take place each year

 Keep careful track of all planning involved

 Establish a base of willing sponsors and community connections to support the event

each year

o Document all resources, contacts, and necessary forms for the event

Logistics

Location: Elon University School of Health Sciences - 762 E. Haggard Avenue, Elon, NC

Date: March 7, 2020

Start Time: 9:00am

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Operational Timeline

October 2019 – Six months out from event

 Conduct a feasibility study

 Select a time, date, and site for the event

 Begin process for receiving approval

 Assess the appropriate time needed to execute the event

 Develop a purpose and mission of hosting the 5k

 Create preliminary budget

November 2019 to January 2020 – Five to three months out from event

 Assess staffing needs

 Design a t-shirt graphic

 Get the course approved by the town and certified by USATF

 Solidify marketing plan for event

 Create a sponsorship proposal to be distributed to local and large businesses

 Switch to a working budget to ensure money aligns with event goals

 Establish event website

January 2020 to February 2020 – Three to one month out from event

 Secure ample sponsorships for the event

 Order supplies to set up course

 Order t-shirts

 Nail down volunteers and staff necessary for the event

 Open up race registration two months out from race day

 Huge traumatic brain injury information push on social media

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

 Directly send emails to registrants

One Week Out

 Confirm sponsorship and food agreements with vendors

 Organize tasks that will be designated to event-day volunteers

 Huge social media push for the event

 Meet with town police and event planners to confirm event-day logistics

 Send race-day reminders and packet pickup instructions via email

 Set up packets

One Day Out

 Complete setting up the course

 Continue to set up packets for last-minute registrants

 Send out final timeline to vendors, staff, and police

 Pre-race packet pick-up day

 Pick up food

 Ensure timing system is set up and working

Event Day

 Make sure all staff and volunteers are aware of their roles

 Conduct event

Post Event

 Conduct post-event debriefing

 Evaluate what worked and what didn’t

 Send out thank you notes to those who helped the event

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Contingency Options

Running events can take place indoor, so wind and the elements might not deter too many

runners. In the event that there is a severe snowstorm that creates unfavorable racing conditions,

the event will be rescheduled to take place one week following the original date. This will only

happen if the snow is dangerous enough to create a safety concern for the health of the runners,

staff, and volunteers at the event. Snow could also create an unnecessary risk for those traveling

to the race. The weather will be closely monitored to keep all necessary parties informed on any

potential changes.

Thunderstorms are most likely to occur during the warmest, most humid part of the day,

which is usually in the afternoon or early evening (NASA, n.d.). Even though the event is taking

place in the morning, we cannot overlook the possibility for this to occur. In the event of a

lightning storm, the event will be postponed, and participants will be asked to wait inside the

Elon School of Health Sciences building. Because electrical charges can linger in clouds after a

thunderstorm passes, people will wait at least 30 minutes before the race will be begin (National

Weather Service, n.d.).

Event Staffing and Budgeting

Event budgeting is the estimate of revenues and expenses over the life of an event. This

process helps align financial activity with the overall strategy of a group or organization,

empowering the management team to make good financial decisions with available funds. When

creating a budget, it’s important to develop a preliminary budget in the early phase of the event,

as well as a working budget to continually update revenues and expenses throughout the event’s

development.

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

To make sure all event goals are met, and budgetary restrictions are kept in mind, it’s

important to adequately staff any event. The 5k will require police cooperation before, during the

event to ensure all participants and staff are kept safe. It is up to the Town of Elon to decide how

many officers they feel are necessary for this particular event on the course. In addition, there

will be a core group of volunteers who will aid the Race Director in the entire planning process

and have tasks delegated to them based on committees.

Organizational Members

Logistics
Committee

Marketing
Comittee
Town of Elon Police Event Director
Sponsorship
Committee

Volunteer
Committee

Committees

Each committee will have two to three members, depending on availability. Committee members

will always report to the event director (Sophia Tasselmyer), who will oversee every planning

aspect of the event.

Sponsorship: details related to sponsorships, gifts, in-kind donations, inventory of assets,

activation, sponsorship proposal

Marketing: social media, flyers, advertising, promotions, website creation, t-shirt design

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Logistics: contacting police, USATF course approval, Town of Elon approval, budget, acquiring

necessary materials

Volunteer: recruiting volunteers, contacting Elon athletic department, Elon Volunteers, service

fraternities on campus

Preliminary Budget

Venmo and cash will be accepted at the event. Pre-registration payment will be based off

the preferred payment method of the participant if they sign up online.

Event Expenses

Resource Total Cost Individual Cost

Facility $0 (roads) --

Staff $0 (volunteer) --

Insurance $0 (sign insurance waiver) --

Registration $0 (free process online) --

Shirts $2,625 $8 per shirt x 175

Prizes $80 $4 per medal x 20

Chip Timing $900- $2,000 (sponsorship?) --

Race Bibs $70 $0.35 each x 200

Marketing & Promotion $50 --

Misc./Contingency Expenses $100 --

Food & Water $500 (sponsorship?) --

TOTAL $4,325 - $5,425

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Event Revenues

Resource Total Cost Individual Cost

Participation $3,125 $25 x 125 participants

T-shirt $750 $15 x 50 t-shirts

Donations $500 --

TOTALS $4,375

Inside the Preliminary Budget

The budget indicates that the event will barely break even. The estimated event expenses

list chip timing and food cost potentially getting covered by event sponsors. That could save

anywhere from $500 to $2,500 on expenses, depending on how much sponsors can chip in.

Projected expenses are high, while the projected revenues are low with the hopes of spending

less money than planned. The expenses do not include any event sponsors.

Registration for the event will open up 2 months out from the event, so we can start to get

a general idea of event interest at that time. Social media promotional efforts will also begin

around then to raise money for the event. As a ploy to get people to donate, we will offer a free t-

shirt to anyone who donates $30 or more to the event. Shipping will not be included if the donors

aren’t attending the event because we don’t want to incur that expense as well. There will also be

an option for people to purchase t-shirts for $15, regardless if they choose to participate in the

race.

If sponsorship opportunities aren’t developing as well as we hoped, we can save costs by

using race bibs from Road ID, where the only cost is shipping. Prize medals to the Top 10 men

and Top 10 women will be distributed, but that cost can also get cut.

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Staff Needs

To successfully run the event, we will need about 50 volunteers on the event day itself.

There will need to be staff and police to direct participants to the right location and ensure traffic

moves smoothly. About 20 volunteers will be spread out around campus to direct anyone who is

lost. Five volunteers will be in charge of handing out bibs to those who have already pre-

registered for the event, while another 5 will be tasked with t-shirt distribution and sales.

Effective communication with staff is important to host a successful event. As the Race

Director, it will be my duty to ensure that every task is completed within the set timeframe. How

well staff carry out their tasks before, during, and after the event will determine the success of

the event. Even forgetting one task could have a major impact on the success of the road race, so

it’s up to the Race Director to mitigate such problems.

Sample Tasks

Included below is a list of sample tasks specific members will be in charge of completing.

Day-of event responsibilities will be “all hands-on deck” to keep the event running smoothly.

Members of the planning committees will be overseeing the responsibilities of the event

volunteers, as well as helping out.

Race Director Planning Committees Event Volunteers Police

- Assign planning - Provide feedback if - Direct racers on the - Make sure event

committees there is any problem that day-of event participants and

- Identify all tasks that prevents a task from - Hand out water and volunteers stay safe

must be completed being completed food - Close off necessary

- Coordinate TBI - Attend planning - Assist in packet roads

learning materials meetings pickup duties - Patrol area

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Directing Traffic – Police & Volunteers 20

Planning Committee Members 10

Pre-registration Bib Handout – Volunteers 3

Event Day Registration – Volunteers 3

T-shirt Distribution – Volunteers 3

Water Distribution Staff – Volunteers 10

Post-race Food Distribution – Volunteers 5

Total Staff Needed 60

Target Sponsors

Sponsorship is the acquisition of rights to affiliate with an event for the purpose of

deriving benefits from it. This relationship provides a dynamic connection of sponsors, fans, and

the event, while offering cost-saving advantages for the race directors.

Groceries

Harris Teeter – the American supermarket chain is based in Matthew, North Carolina, but has a

location in Burlington, North Carolina. As a whole, the company generates $4.54 million in

revenue and employees 30,000. Securing the grocery store as a sponsor for the event is important

in hosting a successful event. Not only could they donate a sizable amount of money to hosting a

successful event, food and water can easily be donated as well. Every 5k that is hosted seems to

have bananas, apples, and other products that are easy to grab.

Food

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Pandora’s Pies – the pizza joint prides themselves in supporting the local community. As a local

business, Pandora’s won’t have as much to offer in a monetary sense but could offer t-shirts or

gift cards as prizes to the participants. Pandora’s will benefit from the sponsorship by getting

their name out. If the event is successful, it will draw in participants from all over the country

who care about Molly’s story. They will then be drawn to the event and know about Pandora’s

by recognizing their name.

The Root Trackside – the local restaurant located in Elon’s downtown offers fresh, flavorful food

that’s made with quality ingredients. Just like Pandora’s Pies, the local restaurant doesn’t offer

much from a financial standpoint but could provide t-shirts and gift cards for the event. The Root

should elect to sponsor the event because it will publicize the restaurant and attract more

customers. Currently on Facebook, The Root has over 3,000 followers, which would make The

Root a favorable restaurant to target as a sponsor. The restaurant has the capacity to advertise the

5k event and spread the word effectively.

Running Stores

Fleet Feet Greensboro – the shoe store provides top brand running shoes and apparel in over 180

locations across the country. Since its beginning in 1972, the company has snowballed into a

well-known running shoe franchise. Despite the shrinking role of retail in most communities,

Fleet Feet continues to expand because of its focus on people and experience over product. The

shoe store is headquartered right down the road from Elon in Carrboro, North Carolina, which

makes them a perfect target as a sponsor. The nationally recognized store would gain value from

aligning with a special cause, specific to the Elon area. Ideally, Fleet Feet will agree to be the

title sponsor of the event and cover significant costs that usually eat up a budget. Pending an

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

agreement to sponsor the event, we will rely on the store to help us be as financially responsible

as possible and get connected with the best timing service for the lowest price.

Dunham Sports (Burlington, NC) – the regional sporting goods superstore was founded in 1937

in Michigan and has since expanded to 230 locations. The publicly traded company is a target

sponsor for the event, especially since they have an estimated $59.8 million in revenue annually.

With competitors in the area such as Dick’s Sporting Goods and Academy Sports, Dunham

would be given an opportunity to sponsor the event and gain more publicity in the area as a

result. The sporting goods store could provide valuable monetary donations towards the event,

and even contribute large value gift cards as prizes, incentivizing race and age group winners to

stop by a Dunham Sports.

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Sample Sponsorship Proposal

Date
Contact
Title
Company
Address
City, State, Zip

Dear Sponsor Contact,

I am contacting you regarding a unique sponsorship opportunity to support a race to honor

former Elon student, Molly Offstein.

A senior level event management class is hosting the first annual “Fight as Hard as You Run” 5k
run/walk on March 7, 2020 to benefit the family of Molly Offstein and raise awareness for
traumatic brain injuries (TBIs). TBI’s affect nearly 3 million people and we invite you to
participate in this cause by providing a donation or being a sponsor for this event.

The “Fight as Hard as You Run” 5k run/walk will take place on Elon University’s campus in
Elon, North Carolina. Molly Offstein was a member of the cross country and track teams at Elon
when she was struck by a car when crossing the street on a morning run. All proceeds will go to
Offstein’s family as she continues her recovery from a sever TBI three years following the
accident. Donating to this important cause not only will benefit to the affected family but is a
deeply rewarding experience for your business too.

This event will provide a great opportunity for your business to generate goodwill and raise
community awareness of those affected by brain injuries. We would greatly appreciate if you
choose to sponsor this cause and event. As a sponsor, your organization would be recognized on
advertisements regarding the event, including being listed on our event t-shirts.

All donations and sponsorships are tax deductible.

We appreciate your consideration as a possible sponsor for this event. If you have any questions,
please contact us via email at stasselmyer@elon.edu. If you do wish to assist us in sponsoring the
event, return the enclosed form to the following address.

Best,

Sophia Tasselmyer

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Marketing Plan

A marketing plan is a document detailing all marketing activities that need to happen in

order to reach objectives of the event. The step-by-step plan addresses the strengths and

weaknesses the event director will have to deal with, as well as learning who the target market

should be for this event and how to implement marketing strategies to reach them.

The event is a 5k race/walk hosted on March 7, 2020 on Elon University’s campus. The

purpose of the event is to raise money for Molly Offstein’s family while raising awareness of

traumatic brain injuries.

SWOT Analysis

Strengths

People would be invested in this event because donating to a good cause generates good

will. Furthermore, there were 8.2 million finishers of 5k races in the United States in 2016 alone.

The race is far and beyond the most popular, since it requires very little training (Runner’s World

Editors, 2019). Participants will have the option to either run or walk the event, and both can be

done in a time-efficient manner.

Weaknesses

Though running is a healthy exercise option, the location of the event dictates the target

market will primarily be college students, since that is the dominant population. The time of the

year for the event will pose another issue, since the weather in March could be potentially very

cold, deterring runner turnout. Strong marketing tactics will need to be implemented to

encourage donations in case racers do not show up.

Opportunities

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Running Head: INDIVIDUAL EVENT PLAN – 5K FOR MOLLY OFFSTEIN

Fundraising events always have the potential to surprise event planners, if marketed

correctly. Hosting the event at Elon University has the potential of targeting Elon Volunteers and

service fraternities on campus. The cross country and track teams are invested in the cause and

could push promotional efforts even further because of their tie to the accident and running itself.

Elon Runs, SAAC, SGA, and local high schoolers and running clubs may have an interest in

participating in and supporting the race and cause.

Threats

Weather and budgetary restrictions are among the biggest threats that could hurt the

success of the race. While weather is an issue that can’t be as easily combatted, diligent research

and marketing strategies as a result of thorough research can prevent overspending.

Marketing Goals & Objectives

Goal #1: Fundraise $1,000 by the end of our event

 Objective 1: Spend as little money on event costs as possible by securing sponsorships

 Objective 2: Strongly encourage donations on social media prior to the event

 Objective 3: Get a table at College Coffee to encourage professors to donate money

 Objective 4: Reach out to parents to spread the word

Goal #2: Event attendance goal = 100 people

 Objective 1: Social media campaigns to let people know about the event

 Objective 2: Reach out to as many people as possible via word of mouth

 Objective 3: Flyers around campus

 Objective 4: Reach out to sport management professors to have them share information

about the event with students

Goal #3: Enact useful marketing strategies to effectively reach monetary and attendance goals

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 Objective 1: Start a GoFundMe campaign

 Objective 2: Post about the event in the “Show Us Your Shoes” Facebook group

 Objective 3: Share the event on all social media platforms

Goal #4: Raise awareness about traumatic brain injuries

 Objective 1: Provide participants with statistics about TBIs

 Objective 2: Have Molly Offstein come to the event so participants have a chance to meet

her

 Objective 3: Reach out to the staff at the UNC-Chapel Hill hospital that helped to save

her life

 Objective 4: Send emails to race registrants regarding Molly’s story and other TBI facts

Target Markets

The primary target market for this event will be Elon University students. The time and

month of the event will limit the number of Elon students willing to participate but rallying

behind a worthy cause will be the marketing tactic our committee works with. Geographically,

the event will also target the Burlington, North Carolina area and extend into the Piedmont Triad

as well as Chapel Hill. The Triad consists of the three cities of Greensboro, Winston-Salem, and

High Point. By promoting the event to regions beyond just Elon, it is our goal that participants

will recruit friends to join them. We will target Chapel Hill because that is the location in which

Molly received treatment when the accident occurred.

Marketing Tactics

Product

The product offered is a 5k run/walk and a chance to support the health and well-being

of a former Elon student.

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Price

The event will cost $25 to register for the event, which will include a t-shirt and other

promotional items. People who choose not to participate in the race but want to support the cause

can still purchase a t-shirt for $15 while supplies last.

Place

The race will begin in the parking lot of the Elon University Health & Science building.

A course map is attached in Appendix A. Registrants can pick up their packet the day before the

event in a location that will be disclosed closer to the time the event takes place.

Promotion

Because of the primary goal of raising money and awareness about TBI’s, there will be

heavy promotions related to this event. The marketing committee will be tasked with conducting

research and creating promotional materials to inform registrants and others about the impacts of

TBI’s. Social media, flyers, emails, and videos will be used to spread awareness. With a twofold

goal of the event, marketing efforts should be geared towards both Molly’s specific cause as well

as overall knowledge on brain injuries.

Implementation

Promoting the event is going to be extremely important in order to successfully meet the

marketing and event goals for the 5k. Hosting any event is expensive, but due to the non-profit

nature of the event, funds are going to be extremely limited. It will be important to constantly

keep the working budget updated as money is spent and generated to understand where we stand

as decisions are made. Communication between the committees will keep spending on track. The

preliminary budget currently states that there’s a $150 allotment for marketing, and thanks to the

state of social media, a majority of efforts can be done for free.

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Assessment

Success of the marketing plan will be measured following the event. If the four goals set

forth prior to the beginning of the event are not reached, the race director can then refer to the

objectives of each goals to see which were not implemented correctly. Sometimes an event

doesn’t reach its goals because of cause outside of our control, which is one of the things to

understand in the event planning process. Debriefing forms attached in the Appendix can be

referenced.

Social Media

Social media can be used to facilitate communication among large groups of people. One

billion people using Instagram and 500-million of these users are active every day, contributing

to the 95 million posts and 400 million stories that are uploaded per day (Clarke, 2019). This

content is becoming a source that individuals trust to receive information from, due to the

nature of social media bringing simple elements and messages together that consumers thus

relate to and appreciate (Drury, 2008). With so much content available at our fingertips, it’s up

to businesses to catch the attention of the users they’re attempting to target. Marketing within

social media isn’t about just delivering a message, but also anticipating a return on that

deliverance.

Before

A website will be created for all interested parties to be directed to for all necessary

information needed to know about the event. Users will be directed to Twitter, Facebook, and

Instagram, which will be the main social media pages used for the event. A Facebook event will

be created a couple months out from the event, inviting as many people as possible to attend with

plenty of notice. The event will be shared in the Elon Facebook class pages, urging students to

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connect with family and friends to participate in the event. There is a “Show us your shoes”

Facebook page that is used to post updates regarding Molly’s progress.

Instagram pages are growing in popularity for events, because it gives people a chance to

visually see some aspects of the event-planning process and get excited for the event. Twitter

will be used in a similar way as Instagram, with more sharing of links that inform event

participants about traumatic brain injuries. Since the target market for the event are college kids,

Instagram is a way of reaching this market.

Last but not least, social media can be used to express gratitude for event sponsors. The

event will not be possible without sponsorship, so advertising the sponsors will be an added

incentive for businesses electing to support the event.

During

Facebook stories and Instagram stories will be used to provide updates during the event.

Because it’s a race, it’s a shorter event than some others that are getting planned so during the

event will simply provide a few race updates and weather warnings if necessary. The website

will be the primary source of information on the day of the event and during the event, so

participants can quickly access necessary race-day information and also stay updated on the

After

Following the event, social media will be crucial for expressing appreciation to all

participants, sponsors, and event volunteers and staff. If done correctly, social media sites

created for an event can continually be a tool to inform people on TBI’s.

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Risk Assessment

A risk assessment is a systematic exploration of the potential hazards that could be encountered

by the stakeholders in an event (Canadian Centre for Occupational Health & Safety, 2019).

Stakeholders would include participants, team members, volunteers, and spectators. When

identifying risks, it’s imperative to remember that an assessment measures risks and provides

ways to manage them, it does not eliminate them. A risk management plan contains all the

necessary elements of a crisis management plan, emergency action plan, and communication

plan.

Minimizing Risk for Attendees

Event risks can’t be completely eliminated, but the effects can be mitigated if the event planners

properly prepare for potential things that can go wrong. To spectators, the process of creating a

risk management plan isn’t typically seen, but it doesn’t make it any less important. A prominent

medical tent will have the primary goal to provide prompt medical care to those who need it.

Organizational Chart

Potential Risks

 Someone has a heart attack during the race

 Staff do not show up on day of event

 Injury sustained while running

 Cold weather could cause hypothermia

o Address with foil blankets available in the medical tent

 Warm weather could cause dehydration/overheating issues

 Rain and wind could cause destruction on the course, making navigation difficult

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Crowd Management Technique

The race will be taking place fairly early in the morning on a college campus, so direction

of traffic shouldn’t be too unbearable. Because it

Hospitality

Hospitality is often a term used to infer food and beverages served. However, it can also be

defined as welcoming guests and strangers. Event managers need to see their event from the

point of view the participant/spectator point of view. The following may be some of the items

that would make spectator "guests" feel more welcome:

- Offer hotel packages for people coming to the event

- Get event donors to cater meals for discounted prices for those looking to be more cost

effective

- Local restaurants to visit:

o The Root, Pandoras, Tangent, Red Bowl

- Tourist Attractions

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o Greensboro Science Center

o International Civil Rights Center

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Appendix A

Course Map

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Appendix B

Assumption of Risk

Your completed registration stands to confirm that you have read and agree to the following

statement:

I know that running a road race is a potentially hazardous activity. I should not enter and run

unless I am medically able to run and agree to abide by any decision of a race official relative to

my ability to safely complete the run. I assume all risks associated with running in this event

including, but not limited to, falls, contact with other participants, the effects of the weather,

traffic, and the conditions of the road, all such risks being known and appreciated by me.

Having read this waiver and knowing these facts and in consideration of your accepting my

entry, I, for myself, and anyone entitled to act on my behalf, waive and release the Town of Elon,

the USATF, the race timing company, all volunteers and all sponsors, their representatives and

successors from all claims or liabilities of any kind arising out of my participation in this event. I

grant permission to all the foregoing to use any photographs, motion pictures, recording, or any

other record of this event for any legitimate purpose.

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Appendix C

Sponsorship Levels

Title Sponsor ($1,000)

 Company name and logo have dominant presence on front of t-shirt, race print materials,
and in race press releases
 Company executive invited as official starter of the run
 Logo prominently displayed on race webpage
 Opportunity to set up vendor booth on race day
 Company’s literature, promos in race packet
 Naming rights
Platinum Sponsor ($750)
 Logo on sleeve of t-shirt
 Name/logo on all race print materials
 Company’s literature, promos in race packet
 Opportunity to set up vendor booth on race day
Gold Sponsor ($500)
 Logo on race t-shirt
 Company’s literature, promos in race packet
 Opportunity to set up vendor booth on race day
Silver Sponsor ($250)
 Logo on race t-shirt
 Company’s literature in race packet
Bronze Sponsor
 Logo on race t-shirt

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Appendix D

Debriefing Form for Staff

Event: __________________________________________________________________

Date/Time: ____________________________________ Location: __________________

Committee: ____________________________________

Objectives: __________________________________________________________________

Evaluate the following (5 = excellent, 1 = needs improvement)

 Scheduled Meetings 5 4 3 2 1

 Committee teamwork 5 4 3 2 1

 Met event objectives 5 4 3 2 1

 Problem solving 5 4 3 2 1

 Proper budgeting 5 4 3 2 1

 Risk management 5 4 3 2 1

 Staff training 5 4 3 2 1

 Utilize technology 5 4 3 2 1

Additional feedback. (i.e. Would you see events like this happening in the future? How can we

replicate successes or avoid failures in the future? Were staff expectations clear? Was all

information readily available for you?)

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

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