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Free Resources and Tips for Promoting your Virtual Race

Do you want to host a virtual race, but you’re not quite sure how to promote it? Promotion is a crucial part of the event planning process, and it can be the deciding factor on whether your event is a roaring success or a major flop. When you host a virtual event on ITS YOUR RACE, we make it easy by providing you with free marketing resources to get the word out. When you’re ready to take the plunge and get your feet wet with hosting a virtual event, here are a few suggestions and resources to ensure successful promotion.

How should I promote my event?

In a matter of months, events everywhere have gone virtual. During this time, putting a primary focus on digital marketing is a great place to start. Digital marketing involves the use of digital channels to promote your brand/event, examples can include: online ads, email campaigns, videos, and Google AdWords, etc.

What are some specific examples of digital marketing?

Website ads

One of the best places to start promoting your event is on your website. If you don’t receive a lot of website traffic, that’s okay, you still don’t want to miss out on the opportunity to promote your event, even if it’s only to a small number of people. We will provide you with various ad images and sizes. Once you have selected the ad image that will fit best, you should place it on your website’s homepage (or send it to the person in charge of editing your site). Be sure the ad image is linked to your event’s page on ITS YOUR RACE. That way an interested visitor can click directly on the ad image to learn more or register. Also, don’t forget to add your virtual race to your list of website events.

Email campaigns

Use your email list of donors and volunteers to your advantage! Promote to the people who know who you are and already support your cause. We suggest sending out an email once per week about your virtual race. We will provide you with a sample email template in both a word doc and HTML format that you can copy and paste and personalize using your email provider.

Social media posts

Engage with your followers! Be sure to get the word out about your event on your social media channels as well. We suggest promoting your event on your social media pages 2-3 times per week. We will provide you with social media ad images to get you started! Be sure to add a supporting message to the image, and provide your event’s registration link at the end of your message.

Don’t have a large social media following? Encourage your coworkers and friends to “share” your event posts to reach even more people for free.

Use graphics strategically If you choose to offer the RunnersStayStrong swag package, we will provide you with images of the swag that include: the t-shirt, bib, and wristband. Further incentivize supporters to sign up for your virtual race by promoting the swag. You can promote the swag on your website, in your emails, and on your social media pages. The more places you can visually show potential customers the swag, the better!

Word of mouth is powerful

Everyone has a social circle of friends, family, and colleagues. You never know who may be interested in participating in your virtual race. When the opportunity presents itself, tell others about your virtual event and talk about it on your own personal social media pages. Word of mouth has the potential to spread like wildfire.

Other marketing tips and tricks: Write about the event on your website blog. Place your event on free online event calendars. Encourage an event hashtag. What is a hashtag?

The pound sign (or hashtag) turns any word or group of words that directly follow it into a searchable link. This allows you to organize content and track discussion topics based on those keywords. An example would be encouraging runners that post on social media about your event to use a hashtag such as #RunnerStayStrong2020. You want your hashtag to be short, unique and memorable to your virtual race.


Our free virtual race program for non-profit organizations was built on the foundation of helping others during COVID-19. We’re here to help support you and your cause. It’s our goal to ensure that you host a successful event from start to finish in order to continue your organization’s mission.

Ready to get started hosting a virtual event or have a general question? Feel free to fill out an event questionnaire form here and we’ll be in touch with you shortly!

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