Integrated multi-channel marketing campaign
5K Walk for Wildlife and Fun Run 2026
Engaged 308 participants in a fundraising 5K to support a healthier future for the San Diego River watershed and its wildlife.
170,000+
IMPRESSIONS
20
Partners
308
PARTICIPANTS
The Challenge
Turning awareness into ticket sales
The campaign needed to motivate at least 300 people to purchase tickets for the 5K Walk for Wildlife and Fun Run, including individuals who were new to The San Diego River Park Foundation. The challenge was to expand the event’s reach, communicate the value of participating, and convert awareness into registrations while positioning the 5K as an exciting kickoff to the nine-day River Days celebration.
The target audience was wildlife enthusiasts, walkers, runners, dog lovers, and residents and businesses of Mission Valley.
MY ROLE & APPROACH
A connected, multi-channel strategy
I developed and implemented the 8-month marketing and communications campaign from end to end:
Created demand by limiting early bird ticket sales
Developed messaging and ensured cohesive branding
Created content for email, social media, web, and print
Created content for and managed paid social, web, and radio advertising, exceeding campaign goals while keeping Meta ad spending under budget
Designed and managed distribution of targeted flyers to running stores and clubs, community events, local businesses, schools, military groups, corporate partners, and Mission Valley organizations
Developed and nurtured partnerships with local running stores and conducted outreach at run club events.
Created and shared a partner promotional toolkit
Wrote press release and pitched media stories
Engaged community partners and sponsors in partner marketing initiatives
Managed Special Events Intern to help with content creation and event banners
Tracked performance and refined campaign strategies, content, and messaging based on digital metrics
CAMPAIGN IN ACTION
Content that raised awareness and inspired ticket sales
Examples of social media posts, promotional flyers, and press releases that engaged
target audiences and drove ticket sales.
Instagram Carousel Post
2105 views ~ 244 interactions ~ 23 link clicks
Instagram Post
1414 views ~ 34 interactions ~ 7 link clicks
Facebook Post
1280 views ~ 39 interactions ~ 17 link clicks
Flyer Design
Posted at over 60 locations ~ Ranked 5th in attribution to event discovery
Secured 3 media stories with day-of-event coverage from NBC 7, ABC 10 San Diego, and FOX 5 (click photo above to view).
THE RESULTS
Impact Though Awareness and Participation for the River and its Wildlife
The campaign exceeded its goal of 300 ticket sales, engaging 308 participants while raising awareness of the watershed’s extraordinary biodiversity and the River Park Foundation’s work to protect vital wildlife habitat.
308 community members participated, exceeding the goal of 300. Attendees enjoyed the benefits of spending time in nature for a good cause, while interacting with SDRPF and 10 partners during the event to learn about about the importance of river and wildlife conservation
At least 170,000 measurable impressions were generated through tracked marketing, communications, and media channels
34 organic social media posts generated 82,895 views and 3,148 interactions across Instagram and Facebook
Paid social campaigns generated 44,525 impressions at an average cost per click of $0.19 while remaining under budget.
The social media and email channels I managed contributed significantly to event discovery, with social media ranking second and email ranking third among reported attribution channels, behind only word of mouth
Campaign emails achieved a 48% average open rate and a 6% average click-through rate, demonstrating outstanding audience interest and engagement
Press release and media outreach efforts secured 3 news stories from leading San Diego outlets, including FOX 5, ABC 10, and NBC 7