Plan a Campaign That Starts With Strategy (So It Actually Works) 

Windy City Events was preparing to expand into a new market, launching a 5K in El Paso with goals around participation, sponsorship growth, and regional expansion.

Before defining any tactics, my focus was on aligning to the business strategy: what success would look like, who mattered most to achieving it, and how the campaign needed to support both awareness and registrations.

This sample campaign breaks down how I translate that thinking into execution.

Inside, you’ll see how:

• Business and event goals shape the direction of the campaign
• Audience priorities inform messaging and content strategy
• Channel decisions align with each stage of the launch
• A phased timeline builds momentum from awareness to race day

The campaign includes grassroots outreach, influencer and community engagement, paid media, and content that shifts to meet audiences at different levels of engagement, from visibility to registration to participation.

Use it as a guide for building campaigns that stay connected from strategy through execution.