Will Run for Tech Shirts: An Analysis of Marathon Success in the Greater Phoenix Area

With social media rapidly expanding and evolving throughout the years, a new door has been opened to allow instant, two-way communication between an organization and its desired audience. The days of force-feeding information to mass audiences are diminishing as a consumer's quest for identity and connection is driving organizations to engage with specialized audiences through online conversation, where information can flow in both directions. Through research and analysis, an organization can identify which media platforms and communication strategies work best in successfully reaching and engaging the target audience. Content marketing in conjunction with effective messaging strategies can increase an organization's success by raising awareness for the brand and inviting the audience to spread the word both online and in person. In the following pages of this document, three successful marathons in the Greater Phoenix area are analyzed: the Phoenix Marathon in Mesa, the P.F. Chang's Rock 'n' Roll Marathon in Tempe, and the IMS Arizona Marathon in Glendale. Each analysis provides examples of how strategic messaging and campaigns are used via social media to build relationships with current and prospective race participants. In addition, demographic and psychographic information specific to athletic event participants is analyzed in order to provide an understanding of the target audience and their motives for participating in athletic events.