Beat The Cold Winter Triathlon

A crowd of people in jackets and winter running gear run through the snow.

As a communications student in the final year of my program, I connected with non-profit 1JustCity.

1JustCity needed funds to keep their emergency warning shelter open all winter. I offered use my skills in communications and marketing to help.

I founded and organised Beat The Cold Winter Triathlon from the ground up, including creating and executing the marketing plan and brand, coordinating all logistics, attracting sponsors, motivating fundraising and organising media relations.

Marketing plan

I researched, created, and executed a marketing plan that drew on organic social media, print, influencer marketing, email marketing, media engagement and strategic partnerships.

The marketing plan was successful: Beat The Cold sold out all 200 spots two months in advance of race day.

Media coverage

Beat The Cold received news coverage from all major news outlets in Manitoba and had national coverage from CBC News on TV and radio.

I wrote the media release, performed interviews and organized interviews for my event partners.

CBC News Manitoba — Winnipeg Sun — Winnipeg Free Press — Triathlon Magazine Canada — CTV News
(National news and radio clips unavailable)

In a snowy landscape, Luke Rempel is interviewed by a CBC news reporter with a large camera.

Sponsorship and partnerships

I attracted eight local sponsors and cold-called key players in the triathlon and fitness community to propose their involvement.

These partnerships were integral for spreading the word and ensuring a smooth race, as I had never even participated in a triathlon before, let alone organised one.

Two ice skaters wearing winter gear cross a finish line on ice.

Event management

I coordinated all event logistics. We had to postpone the inaugural race because of extreme cold temperatures. Fortunately, I had setup a bad weather date for this scenario, and was able to smoothly transition the race a week later.

Even with this hurdle, 97% of participants rated rated the event as "very good" or "excellent".

Luke Rempel speaks into a loudspeaker in a snowy landscape.
Videographer Maddy Reico captured the experience of the first Beat The Cold race in this video.

The event raised $21,000 in its first year and helped 1JustCity's homeless shelter stay open all winter long.

I returned to organise the race a second year, and it is now entering its seventh year as an annual fundraiser for the charity.

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