KP Events

KP Events runs two well-loved local road races: the Tamworth 10K, a fast town-centre race, and the Florette Fradley 10K, a scenic countryside run.

Both had real local value, but promotion was sporadic. There was no steady momentum between launch and race day, the things that made each race special weren't being communicated, and growth relied too much on people already knowing the events existed. What was missing was a consistent system to build entries over time.

We put a structured marketing system around both races. First, we gave each its own identity rather than treating them as generic local 10Ks: Tamworth as a fast, community-driven town-centre race, Fradley as a must-do scenic summer fixture.

A regular content engine then kept both visible across the whole sales cycle, reinforcing what makes each race worth entering instead of relying on occasional posts. A light, well-targeted paid budget backed the moments that mattered most: launches, price rises and final-entry pushes, returning around 12x on ad spend.

New websites with clearer structure and stronger messaging made entering easier, supported by email and urgency cycles around deadlines and price rises. And we built a referral engine that turned participants into promoters, the most powerful channel a local race has: 24% of Tamworth entrants and 15% of Fradley's came through referrals. Tamworth grew 35% and Fradley 41%, selling to capacity.