Always be Prepared: Crisis Communications for the Fox Cities Marathon Cancellation
Challenge
On Sunday, September 22, 2024, hours before the 2024 Fox Cities Marathon was set to begin, severe thunderstorms and lightning rolled in, making it unsafe to hold the day’s scheduled events. Organizers needed to quickly communicate a difficult decision to thousands of participants, volunteers, sponsors, media outlets and community partners while maintaining trust and ensuring everyone received accurate, consistent information.
Solution
Before race weekend, Red Shoes had developed and rehearsed contingency plans for potential race-day scenarios, including pre-approved messaging, crisis communication workflows and stakeholder notification plans.
When severe weather forced the event’s cancellation, the team immediately activated that plan, helping the Fox Cities Marathon team deploy participant emails, social media updates, app notifications, website messaging, a press release and media outreach, all while coordinating on-site communications. Red Shoes also helped draft FAQs, virtual race communications and registration incentives, ensuring participants continued to receive clear guidance after race day.
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What We Accomplished
When severe weather forced the cancellation of the Fox Cities Marathon’s race day events, Red Shoes executed a carefully coordinated crisis communication strategy that delivered timely, consistent messaging across every audience while helping preserve the event’s reputation.
Activated a crisis communications strategy within minutes of the cancellation, allowing race organizers to respond quickly and confidently.
Delivered coordinated messaging across communication channels including social media, website, media outlets and on-site communications to ensure participants and the public received consistent information.
Managed media relations throughout the crisis, coordinating directly with television, radio and print reporters while facilitating interviews with race organizers and participants.
Leveraged pre-developed communication templates, contingency plans and stakeholder resources to streamline decision-making during an evolving situation.
