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41% Increase in Attendance for the Mighty Texas Dog Walk

Introduction

The Mighty Texas Dog Walk is an iconic annual Austin event. Known for setting Guinness World Records, it has drawn thousands of participants annually for over 2 decades. Service Dogs, Inc. sought to grow its 23 year old annual festival and fundraiser amidst stringent competition in a fast growing, saturated market.


What We Did

1. Research & Plan

  • Competitive analysis, audience research, & SWOT

  • Media mix & budget

  • Communications Strategy

  • Campaign Plan


2. Implement, Measure, & Optimize


Creative Production

  • Event logo & brand style guide

  • Web Design & Development

  • Photo & video production

  • Ad creative for all channels

  • Graphic design for print & digital


Paid Media

  • Ad placement & management (search, social, programmatic)

  • Audience segmentation & retargeting

  • Direct mail (targeting, creative, mailing)


Earned, Shared, & Owned Media

  • Email marketing (strategy & implementation)

  • Social media management

  • User generated content campaign

  • PR strategy & support

  • Website content & SEO

  • Outreach to local community calendars & media outlets


Marketing Management

  • Delivered weekly reports on performance and strategy

  • Created internal systems to ensure smooth communications and execution of marketing projects between agency and client

  • Built custom integrations and automations between software to provide access to realtime data and insights

  • Conducted attendee and sponsor survey and analysis

  • Developed comprehensive post-mortem to capitalize on successes and improve future campaigns


Results

  • Attendance surged by 40%.

  • Ticket sales and fundraising increased by 55%.

  • Year-over-year participant retention rose by 95%

  • Earned media coverage on 5 different local and national outlets

Now we're setting even higher goals for future years, backed by data. See our work here

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