General News

A mission to shape a healthier and happier planet: on parkrun’s communications strategy

When you’re holding almost 800 weekly events dotted around the UK, as part of a mission to shape a healthier and happier planet, you need to make sure your brand message can cut through.

parkrun is a free, timed, five-kilometre walk, jog or run taking place within town and country parks, and other green spaces, in the UK and around the world every Saturday morning.

For the uninitiated, all parkrun events are delivered by volunteer teams, and the simple setup and delivery has resulted in a fitness and wellbeing phenomenon that has taken off since its first event started in 2004. In the UK alone, there are now 791 different events to choose from every week.

Within Impression, account manager Will set up an event in July 2019 at his local Severn Valley Country Park, Bridgnorth, which has recorded almost 11,500 finishes by 3,700 individual participants across the 139 events held so far.

The core principles of parkrun’s events are remarkably simple. Same time, same place, every week and for free. You can turn up at any parkrun event around the world and realistically expect the same, positive experience, except for the course and location.

parkrun’s brand messaging retains this simple aspect and while its communications strategy is intricate, multi-channelled and retains a huge audience, the benefits of outdoor activity with others are what shines through.

Clear messaging is important to remember when building your communications strategy, whether it’s to promote the benefits of a product or service as concisely and memorably as possible, or to get your message to cut through to the masses through word-of-mouth.

Kirsty Woodbridge, head of communications at parkrun, says: “parkrun is passionate about using its voice for good. Whether that is to reach new audiences, to speak to those who might not think that physical activity events are for them, or to open conversations with potential partners and articulate the value of working with parkrun.

“As a health and wellbeing charity, parkrun is also committed to changing the narrative of what it means to be physically active, showcasing events as fun and welcoming to all, regardless of age or ability.”

Over two million people worldwide subscribe to parkrun’s weekly newsletters, available in multiple languages, offering the latest news, insight, and user journeys, plus retail offers from commercial partners.

It has a strong presence across all social channels, with 165,000 followers on Facebook, 157,000 on Instagram and 126,000 on Twitter, plus hundreds of thousands following individual event channels.

“Our digital channels are intended to be fun, warm and inspiring; and to be representative of the many different types of people who parkrun,” Woodbridge comments.

“The charity’s communications strategy is focused on reaching new audiences, particularly underrepresented groups, whilst also engaging and retaining our huge existing audience. Word-of-mouth and the lived experiences of the eight million people registered to parkrun also undoubtedly plays a part; helping people and communities to understand that events truly are for everyone and anyone.”

Much is said of the decline in print media with general behaviours in media consumption turning to digital, instant, and online, but parkrun is an organisation that is bucking the trend with the introduction of a free quarterly magazine. As an event designed to be accessible, the magazine’s launch offers a chance for everyone to read all about it.

Woodbridge says: “The parkrun magazine is packed with not only stories about parkrun but also hints and tips for those thinking about taking their very first steps into happier and healthier lives. Bringing words to life on paper gives them the space to be enjoyed in any surroundings, at any speed, and then passed on for others to enjoy, anytime and anywhere.”

So, if you’re at a loose end for a Saturday morning coming up, why not take to your nearest event to see what it’s all about?

https://www.parkrun.org.uk/events/