Healthy Kids Running Series (HKRS), a national US, community-based non-profit designed to get kids active, has partnered with SilverLine, a pioneer in predictive data analytics for active lifestyle brands and mass participation sports events. SilverLine data will aim to prove engagement and ROI to the run series’ sponsors, and guide HKRS content. In turn, this should ‘enrich participants’ experiences from the moment they register until they cross the finish line.’
HKRS aims to lay the foundation for a healthy lifestyle by providing a fun, inclusive five-week running series for thousands of kids ages 2-14 across 33 US states and 200+ programs.
HKRS programming is organized on a grassroots level. Hometown Community Coordinators distribute race bags, pin race numbers onto t-shirts and both cheer and encourage young runners every step of the way. HKRS’ satellite structure fosters community connections and promotes unique local flavour, however this same structure has presented challenges in aggregating measurement of the series-wide audience. In turn, this has impacted the effective packaging and delivery of national sponsorships.
SilverLine’s analytics already support the HKRS website and a large network of previously unconnected local HKRS Facebook communities. It will now provide unified measurement and reporting of HKRS’s digital audience’s content consumption, social interactions and purchasing behaviour.
SilverLine and HKRS will work together to activate national digital-first campaigns from brands targeting healthy lifestyle enthusiasts such as the HKRS audience.
“The Healthy Kids Running Series audience, while physically dispersed across hundreds of towns, is united in its commitment to an active lifestyle, and wholly desirable to brands targeting parents who want their kids to grow up fit and confident,” said Jayme Goldberg, SilverLine’s co-founder and CEO.
“SilverLine’s data analytics allow the Healthy Kids Running Series team to package and activate sponsorships built on new information about the series’ nationwide reach.”
The SilverLine analytics solution allows HKRS to serve as a consultative resource informing its sponsors’ messaging strategy to most effectively influence behaviour, and to use insights about participants’ motivations and needs to energize and support them.
“Ten years ago, when we started our running series to motivate kids to manage their health with running, using mass data aggregation to guide and support our conversation with participants and sponsors was unheard of,” said Jeff Long, Founder of Healthy Kids Running Series.
“Now, SilverLine’s sophisticated analytics showing how sponsors engage with and influence HKRS families prove that supporting our organization not only feels good but is also great for business.”
www.healthykidsrunningseries.org
www.silverlineathletics.com
