st 31 AIDS Walk Boston & 5K Run sponsorship report
2016 event 2016 Sponsorship Report overview AIDS Walk Boston & 5K Run tableage of& contents gender
contents summary sponsors
media (news coverage)
media (website and social media)
advertising incentives & promotions participant demographics
2016 event 2016 Sponsorship Report overview AIDS Walk Boston & 5K Run summaryage & gender at a glance 2016 Event Success:
8,000 + participants, 274 teams, 15 sponsor teams Introduced a new layout at the DCR Hatch Memorial Shell, increasing sponsor and Wellness Festival visibility, making it easier for participants to interact with vendors Successful Macy’s Match, TJX Run Match, JetBlue Airfare Giveaway, and Hamilton Challenge campaigns Bette Byrnes Award was received by Inez Folsom, a mother who lost her son to the HIV/AIDS epidemic and is passionate about HIV/AIDS education Harold du Four-Anderson received the Heroes in Action Award, an annual award that celebrates the work of public health officials, medical professionals, grassroots activists, and fundraisers who have worked across communities to improve the health and quality of life for those living with HIV/AIDS and have inspired others to do the same Held the first ever open race, allowing all gender identities to not only participate, but compete in winning categories, in the 5K
Outreach to AIDS Action Supporters and Examples of Sponsor Logo placement:
AIDS Walk Boston & 5K event website (110,000+ views since January 1, 2016 – largely making it the most viewed AIDS Walk Boston website in the history of the walk) MBTA advertising campaign (790 pieces – over 20 million total media impressions) Event postcards (2,000 distributed) Save the Date Magnet mailer (7,536 distributed) Marketing posters (thousands distributed across Greater Boston) 18 pre-event emails sent to the AIDS Walk Boston and AIDS Action list-serv (183,722 total emails sent) Day of event program distributed to corporate sponsors, volunteers, runners, and walkers Day of event acknowledgement from stage Sponsor logos and top teams scrolling on oversized projection screen Day of event tent/booth with banner placement Event t-shirts, including staff, volunteers, and incentive (1,000 distributed) Runner Cinch Bag VIP Breakfast email invite included sponsor logo and listings (500+ distributed) Facebook daily total reach during January 1, 2016 - June 30, 2016 (137,907 people) Twitter reach during January 1, 2016 – June 30, 2016 (154,130 people)
Special thanks to our 2016 AIDS Walk Boston sponsor teams:
Abt Associates Team Macy's - Burlington EMD Serono Red Ribbon Relay Team Macy's - Cambridge GPC/ONE Team Macy's - Saugus JetBlue Crew Team Macy's Boston Patriot Care Team TJX Planned Parenthood League of Massachusetts Walgreens Macys Yelp Boston Team Macy's - Braintree
2016 event 2016 Sponsorship Report overview AIDS Walk Boston & 5K Run sponsorsage & gender event sponsors and wellness festival vendors
logo placement
Sponsor logos were prominently displayed on posters at the VIP breakfast and registration tents (left) and also scrolled across the oversized projection screen above the stage at the DCR Hatch Memorial Shell. In addition, sponsor logos and names were listed on the back of the program book and the site map (below), as well as the AIDS Walk Boston website, MBTA advertisements, event postcards, participant incentives, email communications, and the official AIDS Walk Boston & 5K Run press release.
event program
Whole Foods Market wellness festival vendors
2016 event 2016 Sponsorship Report overview AIDS Walk Boston & 5K Run agemedia & gender news coverage: online, print, and television
June 3, 2016 Edge Media Networks posted information about AIDS Walk Boston & 5K Run on a number of their news sites, “June 5 Marks Boston AIDS Walk and 5K Run” hits media (Posted on: EDGE, EDGE Ft. Lauderdale, EDGE Palm Springs, EDGE Las Vegas, EDGE Washington, EDGE Fire Island, EDGE Dallas, EDGE Chicago, EDGE New York City, EDGE Provincetown, EDGE Las Angeles, EDGE Miami)
May 31, 2016 200,064 NECN’s The Take with Sue O’Connell, “Lacing up for the AIDS Walk” (Interview with Gary Bailey) combined readership of all http://www.necn.com/news/new-england/NECN_053116_TheTakeSegmentC_6pm_NECN- Edge Media Network websites 381455751.html that posted regarding AIDS Walk Boston May 31, 2016 OUTTAKE Blog, “Massachusetts LGBT Events” http://blog.outtakeonline.com/2016/05/massachusetts-lgbt-events.html
May 24, 2016 32,465,329 Bay Windows editorial, “Help AIDS Action end HIV stigma” combined readership of all outlets http://www.baywindows.com/Help-AIDS-Action-end-HIV-stigma that picked up the AIDS Walk Boston & 5K Run press release May 18, 2016 Carl Sciortino spoke to Boston Herald Radio about the HIV epidemic and the upcoming AIDS Walk & 5K Run http://www.bostonherald.com/news/local_coverage/2016/05/mass_marks_progress_in_hivaids_ fight
May 13, 2016 Boston Neighborhood Network News interview with Keith Orr https://www.youtube.com/watch?v=41SPBTghvAg
May 12, 2016 Providence Journal, “Fundraising Events” http://www.providencejournal.com/article/20160512/ENTERTAINMENTLIFE/160519742
May 11, 2015 WGBH News, “The AIDS Walk: More Than 30 Years Later, Why It Still Matters — Especially For Black, Gay Men” oped by Gary Bailey http://news.wgbh.org/2016/05/11/local-news/aids-walk-more-30-years-later-why-it-still-matters- especially-black-gay-men walk exposure May 5, 2016 WCVB, “Sunday, June 5, 2016 AIDS Walk & 5K Run” http://www.wcvb.com/health/-sunday-june-5-2016-aids-walk-5k-run/39361108 In addition to the media attention the 31st AIDS Walk Boston & 5K Run May 3, 2016 The Rainbow Times, “AIDS Walk & 5K Run Boston to Take Place on June 5” received leading up to the event, day http://www.therainbowtimesmass.com/aids-walk-5k-run-boston-take-place-june/ of coverage was provided by our May 3 – 4, 2016 media partners: WCVB-TV (Channel 5 Our PR Newsweb release, which included the names of our sponsors, was picked up by a number of online news outlets. Here’s the release and a list of pick-ups is below: News), Kiss 108, JAM’N 94.5, and http://www.prweb.com/releases/2016/05/prweb13388986.htm 101.7 The Bull. Articles were also (Posted on: PRWeb, StreetInsider.com, Houston Chronicle Online/chron.com, seattlePI.com, The Advocate Online, San Antonio Express-News Online, San Francisco Chronicle Online, Benzinga, published in the days following the Review Seeker, State Journal Online, k5thehometeam, Times Union Online, San Antonio Express- walk, including a front page story in News Online, Biz Wire Express, Bio-Medicine, WLTZ-TV Online, KOLD-TV Online, WFMJ-TV Online, WMC-TV Online, KOAM-TV Online, KHNL-TV Online, KXMD-TV – Online, WFLX-TV Online, WALB- Bay Windows, a New England based TV Online, KCEN-TV Online, KNDO-TV – Online, USI-TV Online, WECT-TV Online, WAFF-TV – newspaper that caters to our lesbian, Online, WFIE-TV Online, KFJX-TV Online, KUAM-TV Online, WVNS-TV Online, WAVE-TV Online, KLTV-TV Online, WDAM-TV Online, KCBD-TV Online, KLKN-TV Online, KSLA-TV Online, KRHD-TV gay, bisexual, and transgendered Online, WCSC-TV Online, KEYC-TV Online) communities.
2016 event 2016 Sponsorship Report overview AIDS Walk Boston & 5K Run agemedia & gender website and social media: twitter, facebook, and instagram
Twitter served as a powerful AIDS Walk Boston communication tool for AIDS Walk Boston, with 4,599 followers. We website averaged 847 daily impressions from www.aidswalkboston.org st th January 1 through June 30 , however that number increased to 1.1K impressions three months before the walk. The month before AIDS Walk Boston & 5K Run, when we began thanking sponsors for their incredible support on social media, our twitter feed was averaging more than 2K twitter impressions per day. @aidswalkboston impressions made on twitter from #AWB5K #aidswalkboston 155K+ January 1st through June 30th
In addition to being a wonderful way to engage with our participants and help them fundraise, Facebook became a new avenue for AIDS Walk Boston to advertise. We ran four advertisements (walk recruitment, run recruitment, targeted run recruitment, and the Hamilton Challenge) reaching nearly 8,000 people. The AIDS Walk Boston Facebook page has 4,336 likes and 18 reviews culminating in a 4.9 (5 star) rating. From January 1st to June 30th, we facebook had a total reach of 137,907 people. @AIDSWalkBoston impressions made on facebook 399,295 from January 1st through June 30th
The 31st AIDS Walk Boston & 5K Run saw our return to Instagram, with more than 60 posts regarding fundraising efforts, participant incentives, promotions, and the walk itself. Instagram will become a broader part of the AIDS Walk Boston social media plan for 2017, given its promise as tool to engage younger demographics and help bring the next generation of 109,855 instagram HIV/AIDS activists into the AIDS views as of @aidswalkboston Walk Boston community. June 15, 2016 #AWB5K #aidswalkboston #IWalk
2016 event 2016 Sponsorship Report overview AIDS Walk Boston & 5K Run advertisingage & gender event advertising: mbta, postcards, and posters 20,514,880 mbta impressions ads 2016 saw the largest OOH advertising campaign ever launched by AIDS Walk Boston & 5K Run, creating more than 20 million impressions across greater Boston in just over 8 weeks. Sponsors at the 5K+ level were included in the campaign.
walk & run posters Thousands of posters were downloaded and distributed across Boston, including customized ones for teams. 2,000+ distributed
event postcards
More than 2,000 postcards with event details, sponsor logos, and promotions were mailed out and distributed at outreach events and fundraisers promoting AIDS Walk Boston & 5K Run. Sponsors at the 15K+ level were given logo placement on the event postcards.
2016 event 2016 Sponsorship Report overview ageincentives & gender & AIDS Walk Boston & 5K Run promotions participant incentives and event promos
AIDS Walk Boston & 5K Run successfully implemented a number of promotions from January through June to motivate participants to sign up and actively fundraise for the walk. We would like to give an enormous thank you to Macy’s, JetBlue, and The TJX Companies for their sponsored promotions, the: Macy’s Match, TJX Run Match, and JetBlue Airfare Giveaway. In addition to our sponsored promotions, we also ran the 3 Day Challenge and the Hamilton Challenge. Each promotion was advertised on AIDS Walk Boston & 5K Run social event media profiles (Facebook, Twitter, Instagram), in email communications, promotions as well as the scrolling banner across the top of the event website.
participant incentives
Throughout the season, AIDS Walk Boston & 5k Run produced 5 different incentive products that participants could receive through their fundraising efforts. 4 of the 5 items were earned by hitting a particular milestone: Tote Bag - $100, T-Shirt - $300, Water Bottle - $1,000, Hat - $2,500. The Cinch Bag was given to all runners who participated in the 5K and paid the $35 run registration fee. In addition to these incentives, 4 other t-shirts were created: employee, staff, volunteer, and course marshal (obey me). Sponsor logos were placed on all t-shirt types as well as the runner’s cinch bags (commensurate with sponsorship level – 10k+ and 15k+ respectively). Left over incentives will continue to be used to promote AIDS Walk Boston & 5K Run, AIDS Action Committee, and our sponsors throughout the year. 3,700 produced 2016 Sponsorship Report
massachusetts AIDS Walk Boston & 5K Run age, gender, participant location & industry origins participant origins
95% 1% massachusetts boston rhode island 2% new 2% hampshire other stats & facts Age and gender demographic trends for the 31st AIDS Walk Boston & 5K Run were generally consistent across all four participation categories. In order to be more socially inclusive, 2016 saw the removal of gender as a required registration field with the first ever open race, allowing participants who did not wish to identify their gender, or have a gender identity other than cisgender, to register as a walker, runner, virtual walker, or volunteer.
getting involved teams & industries AIDS Walk Boston & 5K Run teams were sorted into divisions based on their connection with groups or industries. The top 3 participating team types were: Healthcare Organizations, Corporate Sponsors, and Finance, Insurance, & Accounting.
sponsorship reach participant testimonials
agree that they look forward to visiting sponsor and vendor tents following AIDS Walk Boston 92% & 5K Run. Wellness Festival and vendor participation continue to increase year after year. 85% are aware of corporate sponsor logos on walk ads, posters, and more. agree that they are more likely to patronize a business because of their support of AIDS Walk note: there were no registered participants 88% from the berkshire region of massachusetts Boston & 5K Run and AIDS Action Committee.