The Event
Australian Lutheran World Service (ALWS) is an overseas aid and development organisation accredited by the Australian Department of Foreign Affairs and Trade (DFAT).
Walk My Way was a fundraising event held in May 2024 to support Ukrainian people impacted by conflict.
ALWS aimed to raise funds through a walk and community hub (cultural festival). Participants and/or teams could choose to walk 3km or 12.5km along the iconic Brisbane River. The event included a Community Hub where participants enjoyed Ukrainian cuisine at food stalls, cultural dance performances, arts and crafts and live music. There was also a special kids’ zone with Ukrainian-themed activities.
Client Brief
ALWS hired us to ensure the event ran smoothly. They also wanted to increase brand awareness among new audiences in Brisbane, QLD and raise the event’s profile so more people would attend and donate.
ALWS came to us via a glowing recommendation from a previous client who’d mentioned our ability to go above and beyond for a successful event.
Our Strategy
Attention to detail is the key to running a successful event; this is where we shine!
We sourced the location and mapped two possible routes using Google Maps. We walked both routes physically to identify any challenges and determine signage points, water stations, power stations and marshal posts. The site visits also helped us create a traffic management plan so all walkers could walk safely on the day.
The main stage needed to be built from the ground up. We sourced and brought in the equipment necessary and created a stage to host the live performances.
The hub was set up at the end of both routes so participants would arrive there naturally after they finished their walks.
Event Management Services Provided
- Find the right location and venue liaison
- Find and manage suppliers before and during the event
- Site visit and route mapping to figure out pit stops, signage and marshal locations. We divided the area into three intersecting sections – community hub, registration and walk
- Runsheet production
- Create online digital and interactive maps for walkers and marshals
- Create a system to manage participant registration and hand out bibs on the day
- Brief and manage the team of volunteers on the day. Equipped them with a custom checklist and pens, so event check-in happened smoothly
- Stage and act management
- Organised multiple queues according to participants’ last names to avoid bottlenecks
- Organise portaloos, water and power stations to ensure convenience for attendees
- Build and set up the main stage for announcements and performances
- Organise seating for approximately 100 attendees for the hub
- Create all event signage and briefing marshals
- Organise local council permits to ensure compliance and safety for attendees and walkers
- Transform the site into a Ukrainian-themed cultural festival, set up and pack down services
- Negotiate and coordinate partnership with the Ukrainian society
- Budget management
- Post-event recap.
How were the objectives achieved?
- Mapping of routes, research, extensive planning, and site visits maximised the participants’ overall event experience and boosted stall visibility.
- Negotiated the best prices with suppliers so we could maximise the funds raised from the event.
- Advertising the event to the broader public led to:
- more signups and attendance compared to the previous year (880 vs 670).
- higher brand awareness for the organisation and its activities.
- lifting the event’s profile significantly in Brisbane. Walk My Way Brisbane became the biggest event held in any location for ALWS.
The Results
- The event raised over $180,000, a record-breaking amount for the client.
- Higher brand awareness for the client, as measured by an increased number of participants and teams.
