The Challenge
The Diabetes Dash 5K wanted to grow beyond its existing network and attract new participants from across Westerville and surrounding areas. This was their first time using paid digital marketing, and the goal was simple:increase visibility, reach a wider audience, and boost registrations—without relying solely on personal connections.
Our Approach
We built a multi-step Meta ad strategy designed to expand reach and warm new audiences ahead of race day.
Our process included:
- Facebook Event Setup: Created a local event to appear in “Events Near You,” ensuring built-in reminders for anyone who marked “Interested.”
- Event Response Ads: Generated 162 responses at just $0.52 each, creating a warm audience that received notifications as the event approached.
- Conversion Campaigns: Drove 48 direct registrations through targeted cold-traffic ads and low-cost landing page views ($0.47 each).
- Warm Retargeting: Re-engaged event responders, website visitors, and social engagers to keep the race top-of-mind.
How This Drove Growth
The combined workshop and program campaign delivered outsized returns across the full funnel.
- Expanded reach into new local audiences, increasing awareness beyond the organizer’s network.
- Built a warm, high-intent pool of event responders who received automated reminders.
- Delivered direct registrations at an efficient cost.
- Created long-term audience value for future Diabetes Dash events.
Key Takeaways
- Event-based Meta campaigns are powerful for local visibility.
- Event responders convert well due to built-in reminders and ongoing notifications.
- Layered targeting (TOF + retargeting) produces efficient sign-ups for community events.
- This strategy sets the foundation for year-over-year growth.
Client Feedback
“This was the first time we used digital marketing to spread the word, and thanks to Marsha, we reached a whole new audience well beyond just my personal network. She took the marketing off my plate and genuinely cared about making the event a success. If you’re planning an event or looking to grow your reach, I highly recommend working with Marsha.”
— Jackie, Diabetes Dash Organizer
