Plan a Campaign That Gets You the Right Results

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

Before defining any tactics, I focused on aligning with the business strategy: what success would look like, who mattered most to achieving it, and how to support different stages in the customer journey.

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.