Broad Street Run Partnership Campaign
Integrated Event & Omni-Channel Marketing System for Ivy Rehab Physical Therapy, the Official Physical Therapy Partner of IBX Broad Street Run in Philly.
Campaign Overview
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Objective: Increase brand visibility and drive post-race clinic conversions
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Audience: 40,000+ race participants (active adults, injury-prone demographic)
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Strategy: Capture attention pre-race, drive booth engagement race weekend, convert runners post-event via digital follow-up
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My Role: Concept, design system development, asset creation across digital, print, web, and email
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Channels: Digital ad, print collateral, landing page, email, social
Digital Advertising
Digital Race Guide Ad
Placed within the official digital race guide distributed to 40,000 runners and utilized as a high-impact awareness touchpoint, maximizing visibility and pre-race engagement at scale. The placement reinforced Ivy’s credibility as the Official Physical Therapy Partner while maximizing brand exposure at scale.
Website
Landing Page - Conversion Hub + Campaign Anchor
The dedicated landing page served as the central destination for all campaign traffic, unifying messaging across print, digital, and social channels. Designed for clarity and streamlined conversion, the page reinforced Ivy’s event partnership, highlighted recovery resources, and promoted a free screening offer. The layout prioritized strong hierarchy, mobile responsiveness, and clear CTAs to reduce friction and support measurable engagement.
Social & Email
Pre- and Post-Race Communications
A sequenced series of pre- and post-race social posts and email communications guided runners through awareness, anticipation, and recovery. Pre-race messaging built excitement and drove booth traffic, while post-race communications shifted toward injury prevention and recovery support. Each touchpoint maintained visual consistency while adapting messaging to runner behavior at different stages of the event lifecycle.
Print Collateral
In-Clinic Flyer: Pre-Race Community Enforcement
Displayed in high-traffic clinic spaces in the Greater Philly and Tri-State area to build anticipation leading up to race day while reinforcing Ivy’s three-year partnership with the Broad Street Run. The messaging celebrates movement, recovery, and community health. A clear CTA directs patients to the campaign landing page and encourages engagement ahead of race day.
