Direct Mail Offers a Healthy Return

Canada Running Series (CRS), founded in Toronto in 1990, organizes runs across Canada from Quebec to British Columbia for recreational runners as well as world-class competitors. As Canada’s premier running series, they offer sponsors a highly focused and integrated avenue to the mid-and-upscale ‘healthy lifestyles’ market. In their multi-pronged marketing strategy, direct mail plays a key role.

In 2006, CRS rallied over 30,000 runners to participate in their eight events. A portion of the registration fee for each participant goes to charity as well as 100% of monies that runners pledge during the online registration process. CRS events raised $1.3 million for 50 charities in 2006.

But just as important as the revenue generated for their partner charities is the public recognition the charity receives through the runs’ marketing campaigns. Princess Margaret Hospital, the Leukemia and Lymphoma Society of Canada and The Toronto Zoo are just a few of the charities that have had their profile raised through CRS events. This publicity, in turn, helps the charities in their other fundraising efforts.

CRS uses Internet and email marketing, advertising, direct mail and public relations to promote their events. While electronic media is important, (90% of their registration now takes place online), direct mail continues to be a measurable contributor to their marketing mix. Twice a year, Dare Marketing cleans the CRS database of 15,000 prospective participants and mails brochures to promote upcoming races. In the spring they promote their fall events. Their winter mailing focuses on the spring events.

Each time CRS mails to their database there is a noticeable increase in registration. This is not surprising. Canada Post’s research shows that 97% of Canadians will open direct mail if they have asked for it and 95% if they know who it is from. CRS scores well on both fronts. Add to this the fact that 63% of Canadians read direct mail as soon as it arrives and we have an explanation for the success of direct mail for the Canada Running Series.

The experience of Canada Running Series shows that direct mail continues to have an important place in the marketing mix – even during this age of the Internet. Customers can sit down and mull over the tangible, in-your-hand direct mail brochure in a way that they don’t with websites. For the Canada Running Series, direct mail drives prospects to their website where they become customers.