Fondo Cycling Circuit USA hosted two recreational and competitive cycling events in Clermont, Florida and Fredericksburg, Virginia this year. While more recreational in nature, several timed King of the Mountains (KOM) sections along each route offered a competitive element for cyclists looking for a challenge. In the end, it was all about personal achievement!

Fondo reached out to us three months prior to the events and asked for help with their digital marketing efforts with the vision of boosting the number of registrants.

What We Did

Our strategy was simple. We based our efforts on a FOMO (Fear of Missing out) Marketing Strategy. We wanted to make sure that every passionate cyclist within a reasonable travel distance knew about the Fondo events.

Ultimately, we wanted to spread awareness on several digital platforms and accordingly build up excitement around the events.

Our Strategy

Over the span of three months, we were able to drive conversions with the help of a mix of digital marketing campaigns including:

10 Paid Facebook Ad Campaigns

– We created several Facebook campaigns specifically targeting different audiences that would be likely to convert according to our demographic research. These groups included:

Men and women within a 250 mile radius 

Female Cyclists using photos of females from previous events

45+ Male Cyclists using photos of older males from previous events

1 Boosted Facebook Post

– We boosted the event medal reveal to reach a bigger audience to build more hype around the event

25 Marketing Emails Sent

– Topics included: Price increase reminders, Referral program promotions, Post-event thank you email and more.

28 Instagram Posts + 10 Instagram Stories

58 Facebook Posts

57 Twitter Posts

Bike Club Toolkits

–  We created social media toolkits to send to local bike shops and clubs for them to promote our event to their social media followers.

Rack Card Design

– We designed a postcard that we sent to local bike clubs for them to promote our event.

The Results

We were able to help Fondo Cycling Circuit USA deliver two successful events this year. In fact, for both Fondo Clermont and Fondo Fredericksburg, we managed to beat last year’s registration numbers by 12% (Clermont) and 18% (Fredericksburg).

In addition we saw the following results:

Social Media 

752,000 Impressions

11,800 Engagements

6764 Link Clicks

Paid Social Campaigns

700,000 Impressions

223,000 People Reached

14,500 Clicks

Email Marketing

Average Open Rate Over 35%

Average Click Rate Over 6%

Overall, our marketing efforts accounted for 75%+ of the total registrations for each race.

“The team at Hook & Blade filled a huge gap on the marketing side of our business.  Their expertise in digital marketing, web design and social media powered our entire event series to record registration numbers this year.  Hook & Blade delivered on the key attributes I look for in an agency – responsive, collaborative and effective.”

Steve Meckfessel

Series Director – FCCUSA