New York Road Runners (NYRR) is the world’s premier community running organization, serving 600,000 runners of all ages and abilities with hundreds of races and other programs annually. For the last several years they’ve used Meltwater to monitor, report, and influence running-related developments throughout the world.
Not sure how to kickstart your fitness plan? Lace up your trainers and NYRR will be happy to put you through your paces. “We want it known that we can provide the products and services that help people get healthy and fit for life,” says NYRR’s marketing chief Ronnie Tucker.
In 60 years, NYRR has grown from a local club to a global champion of the running movement. Even nonrunners are familiar with the TCS New York City Marathon and New Balance 5th Avenue Mile. These events comprise only a fraction of what NYRR is up to, however, and that became an issue. Engaging runners of all ages meant promoting NYRR’s youth and senior programs and the many free runs they sponsor in parks throughout the city.
NYRR is a nonprofit, so securing sponsorships is vital, along with being strategic. PR head Chris Weiller says, “You want to know if the news you’re trying to make is the news you’re actually making. We also wanted to monitor everything happening around the world to see if we could insert ourselves into relevant conversations.”
Ronnie Tucker adds, “Everyone is data-oriented now. Any insights we can share with partners is super helpful for them as they think about how they're going to be activating their partnerships with us.”
We knew there were many running trends happening in the world. The question became how do we leverage this knowledge to increase our reach?Ronnie Tucker SVP Marketing and Digital Content, New York Road Runners
“We need to be smart with every dollar and Meltwater allows us to do this,” says Chris Weiller. The platform provides NYRR’s communicators with a continuous newsfeed on their homepage to keep them informed of the latest developments. A daily email summarizes top stories, while Meltwater’s mobile app helps NYRR track the brand while on the go.
Social media is a top priority. By accessing the platform’s insights, NYRR can engage with well-connected influencers to extend their growing reach. Real-time reports are another big benefit. Weiller says, “Our partners are involved in everything we do. They want to see how our events are covered in the media. They’re interested in learning where they fit in that coverage, whether it's an open run in a park, or a school in Staten Island, or the marathon. We're running with them, no pun intended, 365 days a year. And Meltwater provides them with this information.”
The platform allows NYRR to dig into their coverage and always be ready for a response. Ronnie Tucker says, “It’s exciting to know that you’re changing people’s lives. We’re constantly learning and innovating, and Meltwater is our partner as we continue to evolve together.”
Meltwater is really an invaluable tool. Whether it's our coverage stream, the daily email, or the app on our phone, the platform does it all.Chris Weiller SVP Public Relations, Media, and Professional Athletics, New York Road Runners
Report on success with key partners
Extend their reach by engaging well-connected influencers
Continue learning, innovating, and evolving as an organization
“We received nearly 19 billion impressions last year. It’s critically important that partners like TCS and New Balance see the effects of partnering with us. Meltwater’s media reporting allows us to tell them, on a percentage basis, how much of our coverage included their branding. That’s incredibly effective.” – Chris Weiller, SVP Public Relations, Media, and Professional Athletics
“Social media is our number one engagement tool, and Meltwater has helped us uncover some great human interest stories and surprise influencers. Through Meltwater, we learned we had an actress with a million followers running in our United Airlines half marathon. Discovering this really helped us expand our reach in that event.” – Ronnie Tucker, SVP Marketing and Digital Content
“Last year’s marathon was preceded by a terrorist attack. The news was breaking very quickly. Meltwater allowed us to monitor the coverage in real time, and this really shaped our response. Within hours we released a statement letting everyone know that New York was moving forward and the race would go on.” – Chris Weiller, SVP Public Relations, Media, and Professional Athletics
Meltwater’s powerful platform tools enable you to extend your reach, build meaningful relationships, and create a more positive perception of your brand.
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