I often see interviews with successful copywriters, in which they’re asked which brands most excite or inspire them. No one’s knocking at my door with their notepad just yet, so – like choosing your imaginary Desert Island Discs for the day you inevitably achieve global superstardom – I thought I’d start my own, occasional series exploring the copy that really hits the spot.
My first Winning Words contender is parkrun. Why? Well, besides offering a fun, friendly and accessible way to keep fit, I think they deserve a gold medal for their comms. (OK, I promise no more cheesy sports references.)
They’re the embodiment of the comms mantra, think – feel – do. Let’s break it down.
Think
If you’re thinking, “I’m not really sure what parkrun is/if it’s for me”, they make it really easy for you. A quick glance at the parkrun UK website tells you “parkruns are free, weekly, community events all around the world”. And they’re not afraid to repeat that key message till it sticks.
It’s interesting how they’ve shifted away from defining themselves as a running event. Lots of us (myself included) probably think of parkrun as a timed 5K – but that could be off-putting to those who don’t see themselves as runners. Instead, it’s now a totally inclusive “community event”, where you’re invited to “walk, jog, run or volunteer” (another oft-repeated phrase).
You’ll also see the bold, confident slogan, “Free for everyone, forever.” That’s a refreshing commitment in today’s world of limited free trials designed to hook you into complex tiered subscription models.
It’s a simple concept, clearly explained. But why should you care? Read on to find out…
Feel
Making you feel something is where parkrun really excel. They do it through real-life stories on their blog and YouTube channel, which they share on social media and in email newsletters that you actually want to read.
There’s the parkrunner who’s felt supported while going through transition. The lady who was nervous about running in a hijab, and has gone on to run a marathon. The couple who met at parkrun, incorporated it into their wedding and now run with their baby in a buggy. People of all ages and backgrounds share how parkrun has helped them overcome illness, mental health issues, grief, loneliness and even a shark bite!
These diverse, personal and consistently inspiring stories are guaranteed to give you all the feels, as you read how a simple Saturday morning activity has transformed people’s lives. And that emotional connection plants a seed of “maybe I could do that, too!”
It’s all helped along by the parkrun tone of voice, which is calm, friendly and reassuring. No athletics jargon or daunting competition here – instead, you’ll see welcoming words like “no one finishes last” and “we’d love to see you soon!”.
Do
Copywriters know that getting people to do something is all about the benefits. And selling that “why” is something else parkrun comms do really well. They regularly remind us (backing it up with the powerful combination of research and stories) that coming to parkrun will make you feel better – and who wouldn’t want that?
We all know exercise is good for us, but that knowledge alone isn’t always enough to make us do it. parkrun focus on how their events can make you happier, whether it’s through strengthening your body, boosting your mental health or making friends in your community.
So, now that you’re informed and inspired, it’s time to take action. The beauty of parkrun is its simplicity: “Simply complete the registration form, print your barcode and head down to your local event.” What could be easier?
Read it your way
In today’s increasingly paperless world, not many brands would think the time was right to launch a print magazine. But, never afraid to be different, parkrun have done just that. It may sound like an odd move in 2022, but when you look at the logic behind the launch, it chimes perfectly with parkrun’s brand ethos.
The paper mag represents:
- Inclusion: parkrun is meant for everyone – yet not everyone is confident in the digital world. Yes, you have to go online to register, but some users may never engage beyond that. A print magazine available at events helps them stay up to date and connected.
- Wellbeing: parkrun is about our overall wellbeing, and we all know staring at a screen 24/7 isn’t helpful. It’s refreshing to take a proper break with some good old-fashioned paper.
- Community: we share links all the time, but how much of this forwarded content do you actually read? Chances are, if you don’t click through immediately you never will. But when a friend hands you a physical magazine, it feels worth investing in.
As a free, weekly, volunteer-run event that’s boosting the nation’s physical and mental health and bringing communities together, you can’t argue that parkrun is a fantastic initiative. And with 1,145 events across the UK and over 2.6 million finishers*, they’re clearly getting the message across.
*Stats from parkrun UK website, 23 September 2022
Kate Mounce 