Cancer Research UK

”Toby helped us see the big picture, but also the local ramifications of our thinking.

How it started

I was contacted by the head of events at CRUK, Clive Sanders, in 2017. I had been recommended as someone that could help review and provide some external insight and guidance on the way they were marketing the charity’s events program, primarily Race for Life and Pretty Muddy. With a background in marketing, as well as event management, I felt confident I could add value.

About CRUK

Formed in 2002, Cancer Research UK is a research and awareness charity that aims to reduce deaths from cancer. The charity runs a number of events to raise money, but their Race for Life is by far the most popular. The 5k race was started in 1994 with 750 participants and by 2006 this grew to over 240 races with 750,000 participants. Since it was started, it has raised well over £500 million for the charity.

How I helped

I was sent a significant number of statistics, reports, and reviews that had been produced both internally and externally. It took some time to digest all this information before I wrote a lengthy report that reviewed each report individually, as well as overall marketing strategy, tactics, and campaigns. I also gave recommendations and suggestions for improved/new event formats.

Some of the specific things I gave feedback on include:

  • ROAS reporting: Thoughts on how the media buy and marketing spend could be better measured.
  • ATL/BTL split: Suggestions on how the split between ATL and BTL could be better managed, allocated and measured.
  • Brand: Review the brand and messaging and provide recommendations.
  • Demographics: Thoughts on shifts in user demographics and location.
  • Event marketing: Suggestions for marketing campaigns and channels.

Toby was hugely helpful. His approach was detailed, perceptive and insightful.

The work he led really enabled us to evaluate things from a broad range of external perspectives.

Toby helped us see the big picture, but also the local ramifications of our thinking. Easy to work with, he showed real interest in our cause and our ambition to make a real impact through our fundraising products.

— Clive Sanders, Head of Events, CRUK