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R4R: Behind the Scenes
Making it Happen
To be sure, getting an event like the Race for the Rivers off the ground requires an organized team effort and a core group of dedicated volunteers, but dedication and teamwork only go so far in turning such a grand concept into reality. That's where TPI comes in. From custom logo design to optimized press releases, we've used nearly every weapon in the interactive arsenal to help Race for the Rivers succeed:
- Strategic Web Design & Development
Back in 2007, we designed and developed www.racefortherivers.org from the ground up to serve as a base of operations for the Greenway Network to promote the event, register participants and accept tax-deductible pledges. Working from the color palette and tone we developed for the R4R logo, we incorporated an event appropriate design concept throughout. To ease site administration, the entire site was built on a custom content management system. Modules for data storage, photo management and donation transaction via PayPal were built in to give Greenway the functionality and flexibility necessary to successfully coordinate an event of this size and scope.
- Optimized Press Release Service
For any large event like Race for the Rivers, building a website and organizing logistics are only half the battle. Actually getting people to show up is a whole other issue. To attract media attention that could spread the word about R4R far and wide, we kept an eye out for possible media angles and pounced on every opportunity to tie the event in with a relevant news story by drafting and distributing an SEO optimized press release. One such release for R4R captured nearly 100,000 media impressions over the four-week period immediately following its distribution and resulted in a measurable spike in traffic and activity on www.racefortherivers.org.
- Custom Logo Design
As a new concept, R4R required its own logo, separate from that of the Greenway Network, that would serve as the representative hallmark for the event. As a water-centric affair, it was only natural for our designers to focus the color palette around various shades of blue and white. Additional design elements include paddles and bold, block text helped to tell the story of the event through a compelling, and suitable graphic design.
- Kiosk Development
New to the mix for '09, we set up our custom designed and built, interactive kiosk at the Race for the Rivers Festival to display up-to-the-minute race results and allow race participants and spectators to check race times and keep tabs on the current standings. Always a hit, the kiosk was an especially popular addition to the festivities this year.
Since 2007, the number of participants in the Clean Water Challenge has nearly doubled each year. With over 100 paddlers in both races for 2009 and an estimated crowd of nearly 1,200 at the Race for the Rivers Festival, the event is poised to become a can't miss for environmental activists and paddling enthusiasts nationwide. See what a little dose of interactive can do?
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