World-class horse racing in Music City.
What They Needed
The Iroquois Steeplechase is one of the biggest annual events on Nashville’s calendar. Each year, thousands of people don their best race day outfits in support of wonderful local organizations. The Steeplechase team turned to us to create a marketing strategy that would increase new ticket sales across audience segments, boost awareness for the event, and create an experience that makes the Iroquois Steeplechase an annual event for all attendees.
What We Delivered
We created a lot of marketing materials in a short amount of time to promote the event, including digital web banners, flyers, direct mail pieces and race programs. We also redesigned the iroquoissteeplechase.org website to simplify navigation, improve performance and feature more images. From a content and media perspective, we wrote articles, issued press releases, placed TV segments and spots, and more. In addition to all that, we also managed six of Iroquois Steeplechase’s social media networks.
In addition to three press releases promoting the event, over 231 articles, blogs and TV segments featured or mentioned the Iroquois Steeplechase. They generated nearly $169,000 in earned media value and $509,000 in PR value. Additionally, Email campaigns saw a 22% increase in CTR and 12% increase in open rate over the previous year. Facebook saw a 54% increase in engagement, and Instagram gained nearly 600 new followers over the prior year.