Marketing charity events into the future: A case study on Race for Life in Cardiff

Abstract

The dissertation aim was to evaluate the marketing strategies that Race for Life currently use to market their events in Cardiff and provide suitable recommendations on how to improve these marketing strategies for the future. Race for Life started in 1994, by the charity organisation Cancer Research UK. The study looked at general marketing theories and the challenges that affect the Cardiff region. Literature that was produced from academic books and journals was compared to the themes that were discovered from the research project results to formulate and improve the marketing strategies that Race for Life currently used in 2011. The results were analysed through two semi-structured interviews and personal observation techniques. The main findings of the research project were the marketing methods that Race for Life used in Cardiff was substantial however needed to be developed and improved for the future if they wanted to increase participation. The interviewee's expressed that their relationship with the media needed to be improved upon and also the emotion of the event was not portrayed through their marketing schemes, therefore it needed to be overlooked. The researcher gathered the results from the interviews and literature to produce the improved marketing strategies that can be used for future use.