Post-News Colorado Colfax Marathon | Special Event
Colfax Makes a Comeback
Leaders from those three cities knew that redeveloping Colfax would be key to the long-term health of the community. As they considered the thoroughfare, they landed on an ambitious strategy that had rarely been tried—staging a marathon to foster regional support for economic and community development. Then, they hired MGA to lead communications for the critical inaugural year.
The MGA Solution
To drive race registration and recruit volunteers for the event, MGA worked with local media to create a television spot, newspaper supplement and ads. MGA also designed race brochures, Website content and posters in English and Spanish and created a comprehensive database of more than 500 athletic and community groups. The members of those groups received regular electronic bulletins about registering and training for the race.
To build support for the long-term redevelopment of Colfax as well, MGA created materials and trained presenters for a speakers bureau. MGA also placed articles in homeowner association newsletters and targeted direct mailings to business and religious groups along the race route.
Finally, the team identified story lines that put a face on the race and illustrated the importance of the redevelopment effort. MGA pitched those stories and coordinated interviews with athletes, business owners and race officials. The strategy proved successful, as MGA credentialed more than 60 media reporters prior to the event and garnered front-page coverage on both Denver dailies.
At the End of the Day
The marathon exceeded its race registration and volunteer recruitment goals and established itself as a new Colorado tradition that draws attention each to the revitalization of Colfax.