7 Annual Race for the Kids September 24, 2011 Riverside Park

7th Annual Race for the Kids
September 24, 2011
Riverside Park, New York City
Event Summary
―When you see a Big and Little running together, that just makes you feel great to see that
relationship and bond. That‘s what makes this event different from other races.‖
– Jon May, Trustee, Big Brothers Big Sisters of NYC & Chairman, 2011 Race for the Kids
Race for the Kids Executive Summary
For over 107 years, Big Brothers Big Sisters of NYC has provided valuable mentoring services
to New York City‘s youth. Today, our dedicated professional Social Work staff works tirelessly
to provide guidance and support to the thousands of children, families and volunteer mentors
that we serve. In doing so, we ensure that the mentoring relationships we foster are safe,
successful and empowering for both mentor and mentee.
―We all need someone in our life who is going to be there for us—
someone who you can rely on to help you through life‘s challenges.‖
– Hector Batista, Executive Director, Big Brothers Big Sisters of NYC
―Why did we found the Race? We really wanted to raise the awareness of how important
mentoring is.‖ – Rich Franchella, Trustee, Big Brothers Big Sisters of NYC Founder &
Chair, 2011 Race for the Kids
The Big Brothers Big Sisters of NYC RBC Race for the Kids part of the Nickelodeon Worldwide
Day of Play is a celebratory day that raises valuable awareness and funds for the critical
services provided by Big Brothers Big Sisters of NYC.
7th Annual Big Brothers Big Sisters of NYC RBC Race for the Kids part of the
Nickelodeon Worldwide Day of Play
– Saturday, September 24, 2011
– Riverside Park, New York City
– 4k fun run/walk
Over 3,500 registrants, 2,000 attended
Over $805,000 raised to support the agency‘s mentoring programs
Nearly $1 million in media coverage on NBC New York, CBS 880 News Radio, WPIX,
Daily News, WCBS and Captivate Networks
17 sponsors/partners
Lunch and nutritional demonstrations provided by Whole Foods Market
Pre-Race stretching, post-Race cool down and demonstrations by Crunch fitness
instructors
Kids activities: Nickelodeon‘s Big Help Tent, giant chalk wall, rock climbing, face
painting, pop-a-shots and field day games
Appearances by Nickelodeon characters Dora, Kai Lan, SpongeBob and Patrick
Musical performances by the kids rock band, StarFish
Appearances by former NY Jets players Kris Jenkins and Bruce Harper and former NY
Giant player Joe Morris
The incredible media coverage the Race received both prior to the event and on Race day
allowed the BBBS of NYC message to be spread while featuring our sponsors throughout the
New York metro area in the months surrounding the Race.
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Corporate Kick-off Breakfast
For the first time, a corporate kick-off breakfast was hosted by BBBS of NYC to welcome
prospective team leaders and share information about our organization and Race for the Kids.
The Breakfast was held on Wednesday, July 27th at PwC Auditorium in Manhattan.
Hector Batista, BBBS of NYC Executive Director, Jon May, event chair and trustee and Rich
Franchella, event founder and chair spoke to members of the audience about the agency‘s
mission and importance of the Race.
Attendees then heard from Big Brother Nelson, Big Sister Melanie and Little Sister Ana
After the program Race t-shirts and team leader packets were distributed
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Event Media Coverage
The Race secured the support of major media outlets generating nearly $1 million in pre-Race
promotional support. The event was promoted on all the traditional media platforms including
television, radio, print and on the web.
Promotional partners included NBC New York, CBS Radio, WPIX, Daily News, WCBS 2,
Bloomberg, ClearChannel, WBLS, WLIB, and Emmis.
Advance Coverage
Television
WNBC 4
– BBBS of NYC was able to secure PSAs, promotional spots and editorial
coverage for the Race through a Verizon ad buy
– Race PSA on NBC NY with voiceover from Matt Lauer ran throughout September
– New York Nightly News: Chuck Scarborough interview with Rich Franchella and
BBBS of NYC Big and Little
 Aired 9/20 - 7:45pm
– In Taxi
 30 second commercial in 2,500 NYC taxis
– Media Value: $461,825
WPIX
– Friday Forecaster segment with Hector Batista, BBBS of NYC Littles
 9/23 – 8:51am
– Anchor Sukanya Krishnan interviews Sesame Street characters with participation
by BBBS of NYC Littles; Little gives RFK t-shirt to Murray (a Muppet)
– 9/23 – 8:58am
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Radio
PSAs ran on the following local New York stations leading up to Race for the Kids
Total Media Value: $33,171
Clear Channel (Z100, KTU, LiteFM, Q104.3 & Power 105.1)
– 50 :15 second PSAs
– August – early September
– 20 Million weekly listeners
– BBBS logo on station websites
CBS Radio
– PSAs
 120 :10-:15 second PSAs
 9/12-9/24
– Jane Tillman Irving interview with Rich Franchella
 9/23 - 3:50pm
– Over 15 million weekly listeners
Emmis (Hot 97 & 98.7 KissFM)
– 40 :15 & :30 second PSAs
FM News 101.9
– 50 :15 second PSAs
– 279,700 listener impressions
WBLS & WLIB
– 15 :30 second PSAs
– 9/12-9/24
– BBBS logo on station websites
– 578,727 daily listeners
Print, Web & Interactive
Daily News
– 5 PSA placements
 Full Page ads on 8/21 and 9/9
Value: $159,961
 Quarter Page ads on 8/30, 9/2 and 9/4
Value: $57,817
Bloomberg
– Full page Race advertisement featured in
October 2011 issue of Bloomberg Markets Magazine
 On stands beginning 9/15
 4.7 million readers, worldwide
 Value: $42,540
– Banner ads featured on Bloomberg.com
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Full page – 9/20
Half page – 9/15
460,000 visitors per day
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Captivate
– 2,711 elevator screens in 246 buildings in New York City, Stamford and New
Jersey featured 15 second Race PSA
 August 1 – 7; September 5 – 11
– Media Value: $82,528
Race Day Coverage
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WNBC 4
– Morning preview; 6:18am
 Viewership: 68,244
 Media value: $3,888 per 30 seconds
– Studio reads with live video from Riverside Park; 9:15am, 9:56am
 Viewership: 229,126
 Media value: $13,244 per 30 seconds
– Race re-cap
 6:09pm
• Viewership: 156,472
• Media value: $9,414 per 30 seconds
 11:16pm
• Viewership: 354,139
• Media value: $36,877 per 30 seconds
WCBS 2
– Race feature with Match profile and Hector Batista interview; 11:31pm
 Viewership: 143,601
 Media value: $11,480 per 30 seconds
CBS 880 News Radio
– Jane Tillman Irving interview with Rich Franchella; 7:23am, 9:23am
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Post-Race Coverage
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WCBS 2
– Race feature with <atch profile and Hector Batista interview
– 9/25; 7:18am
 Viewership: 86,310
 Media value: $4,922 per 30 seconds
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Daily News
– ―Big Day as Big Bros. & Sisters Raise 750g‖ by Matthew DeLuca
– 9/25
 Sunday circulation: 584,658
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BET
– ―Mrs. O, Lebron James and More Celebrate ‗Worldwide Day of Play‘‖ by Jessica
Andrews
– 10/03
– 6.4 million monthly visitors to BET.com
Calendar Listings
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All Sport Central
Annual Event Post
CBS Local
Charity
Happenings
Check Out NY
City Guide
City Limits
Daily News
Event Crazy
Event Hop
Event Setter
Eventful
Examiner
Family Finds
Festivals
Fwix
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Going NYC
Good News Planet
Greenwich Time
Guest of a Guest
Guide Me NYC
Hello New York
City
Hopstop
Idealist
Local Tiger
Local.com
Manhattan
Worldweb
Metro212
Mommy Poppins
New York Cool
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New York Event
Guide
New York Family
New York Social
Diary
North Jersey
NY Press
NY1
NYC Runs
NY Metro Parents
Queens Courier
Running the USA
Stamford Advocate
Time Out NY Kids
Upcoming
WPIX
Yelp
Social Media
1,135 BBBS of NYC Facebook followers
635 BBBS of NYC Twitter followers
Created Twitter hashtag (#Race4Kids), which was used and shared by Race attendees
Cross promotion with Crunch Fitness
– Featured a video segment on Youtube, Race for the Kids website, Facebook and
Twitter with a Crunch expert trainers demonstrating best stretches for runners
– Resulted in views, likes and re-tweets by our followers and fans
– Created downloadable stretching guide featuring Crunch instructors
Cross promotion with Whole Foods Market
– Featured a low-cost, kid-friendly and nutritious recipe with demonstration from
Whole Foods Market cooking coach
 Shared via Youtube Race website, Facebook and Twitter
 Featured downloadable PDF of cooking demonstration and recipe on Race
site, and links to the PDF over YouTube video
Live Tweeted on Race Day, including posting photos and video of the race, and replying
to followers mentioning the Race
Posted to Facebook at beginning and end of the Race, encouraging people to engage,
leading users to comment, share, and post their own Race photos to our Wall
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BBBS of NYC Email Blast Example
14 e-mail blasts to past and current participants, donors, volunteers and the BBBS of NYC
community to encourage registration and fundraising.
Website
Raceforthekids.org is designed to create a user-friendly interface featuring rotating Match stories
of our Bigs and Littles. All eligible sponsors received recognition on the footer of the website as
well as homepage recognition in the sponsor rotating scroll box.
Video
Professional footage captured on Race Day will be used to promote the 2012 Race and
demonstrate the impact on the lives we touch.
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Event Promotion
Save the Date
Brochure
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Poster
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Event Sponsors
Event sponsors received significant acknowledgement for their participation with logo placement
on promotional materials including:
Captivate Networks 15 second digital Race PSA on 2,711 elevator screens in 246
buildings throughout NYC, New Jersey and Stamford
Bloomberg Markets Magazine full page ad in October issue
5 Daily News ads and editorial
14 Email blasts to individuals in our numerous databases to promote the Race, including:
past participants, Young Professionals Committee, Corporate Partners and Board of
Trustees
8,000 Save the Date and brochure mailed to past Race participants and donors
Promotional Race brochures, brochure holders and posters
Race for the Kids Website, www.raceforthekids.org
Ad placement in select BBBS of NYC event journals:
– Annual Sidewalks Gala (attended by 1,000 high net worth individuals)
– Accounts and Bankers Reception (250 attendees from banking and retail)
– Golf Outing (120 attendees from international and domestic hedge funds)
Start line banner
Finish line banner
Race Day sponsor banner at finish line
Race participant and staff T-shirts
Corporate sponsors and partners included RBC (Title Sponsor), Nickelodeon (Presenting
Sponsor), Verizon, Daily News, NBC New York, ClearChannel, WBLS, WLIB, Captivate, CBS
Radio, Emmis, Crunch, Whole Foods, Hint, Kind, popchips, Athleta and GoGo Squeez
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Title Sponsor: RBC
RBC was this year‘s largest and top fundraising Race team. Nearly 1,000 participants on Team
RBC raised over $380,000 to support BBBS of NYC.
―This event is about helping kids in New York find a mentor. We‘ve all had mentors in our lives
that have helped us succeed and get to where we are today.‖ – RBC Employee
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Presenting Sponsor: Nickelodeon
Nickelodeon provided the Big Help Tent where kids were encouraged to create their own
reusable lunch bags. A giant chalk wall, rock climbing and Nickelodeon characters were also
featured.
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The Event in Pictures
Check-In opens, day of registration begins, teams meet, photos with former NY Jets and NY
Giants players
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Welcome, Stretching, National Anthem and Race Start
Participants were welcomed by emcee, David Greek, and listened to opening remarks from Jon
May, Race Chair and Trustee; Rich Franchella, Race Founder and Trustee, and Mark Standish,
Co-CEO of RBC Capital Markets.
Fitness instructors from Crunch led a group stretching session before turning it over to BBBS of
NYC Little Celia to sing the National Anthem.
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On your marks, get set, go!
Former NY Jets players, Kris Jenkins and Bruce Harper and former NY Giant, Joe Morris got the
crowd excited and counted down to the Race start.
Finish Line
The first runner crosses the finish line
Medals are awarded to the top three male and female racers.
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Picnic Activities
The picnic begins with remarks and presentation of awards by Jon May and Rich Franchella.
Medals were awarded to the BBBS of NYC Littles Committee, top BBBS of NYC fundraising
teams and top RBC fundraiser.
NBC reporter Jonathan Vigliotti interviewed former NY Jet Kris Jenkins.
Crunch Fitness instructors returned to the picnic stage to lead a post-Race cooldown.
Three musical performances featuring StarFish, a kid friendly rock band made up of five dads
took place throughout the afternoon.
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Picnic
Participants enjoyed a healthy lunch and snacks from Whole Foods Market, Hint Water, Kind
Healthy Snack bars, gogoSqueeze applesauce and popchips.
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Picnic Activities (continued)
More activities, including a batting cage, Looney Tooney, inflatable twister, hoola hoops, face
painting and interactive games sponsored by Verizon Fios
Whole Foods Market Wellness Cooking Coach, Beverly Hemmings, hosted demonstrations on
healthy food options and showed participants how they could make a quick, simple healthy meal
at home.
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Thank you for your support and see you in 2012!
―Since he‘s come into my life, he has made my life more meaningful. I think I‘ve made his more
meaningful, too. This is definitely one of the best things I‘ve ever done.‖
– BBBS of NYC Big Brother
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