Traditionally, when R4R launches a new event, the thinking has been to make a big deal about it.
Post on socials, get media involved, basically do everything we can to draw a crowd.
But what the Dock launch in 2019 and now the Greenway launch have shown is that the quiet launch works best.
The Greenway run had been going on quietly for months and only had its official launch yesterday and it went great.
Big launches bring a surge of people, but many come only because it is a “launch” and don't return in week two.
Larger crowds also make it harder to connect with others who are there because they resonate with the cause, which is what matters most in the early days.
But a smaller group makes it easier for a core community to form. It gives people time to find their rhythm and build friendships, which lays the foundation for everything else.
And once that foundation is strong, only then should we pour fuel on the fire, and when media and big promotions make sense.
Venue partners need to be on board with this approach (grateful the legends from Two Before Ten understood this) otherwise the big drop-off after a hyped-up launch dents momentum.
So moving forward, I reckon R4R’s approach to new events should be:
Quiet launch first
Build the core community
Then go big
If you would like to get involved as a volunteer, partner, or to help a new event grow, please email ben@runningforresilience.com
God I love B Dang!