Roanoke 100 Miler

As one of Roanoke’s most successful active-living initiatives, this campaign challenged participants to complete at least 100 miles in 100 days—completely human-powered. Participants selected a personal mileage goal based on their fitness level and met the challenge by hiking, walking, riding, paddling or pedaling. After creating the concept, I followed through with Active Andy, our official mascot. Participants received weekly motivational emails and prizes from our "active-ity director," which helped keep them moving throughout the winter months. The initial goal was to enroll 150 participants. To exceed that mark, I created a targeted marketing campaign that included email, print and digital ads, alongside a successful PR campaign that secured coverage from the region's top radio, TV and print outlets. As a result, the word spread and we registered more than 800 people in the inaugural year. The initial five years of the campaign garnered nearly 5,000 participants who tallied more than 1 million total miles. To date, this is by far one of the projects I am most proud of in my career. Here