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.
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.
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:
6764 Link Clicks
Paid Social Campaigns
223,000 People Reached
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.”
Series Director – FCCUSA