Creative Brief

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Executive Summary
Table of Contents
Introduction
Consumer Research
Demographics
Psychographics
Media Use
Consumer Persona
Brand Report
Brand Description
Benefits of the Brand
Brand Personification
Competitive Set
SWOT Analysis
Positioning Matrix
Brand Positioning Statement
Campaign Proposal
Conclusion
Reference Page
Appendix

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Introduction
When thinking of the millennial fun-runner, you have to think about the digital
era that we are in. Millennials are fun, hard-working, into family values and social media.
In our previous secondary report and our primary report, we showed that millennials are
open-minded and go-getters in many different ways. Millennials are important because
they are one of the biggest generations today and have the unusual quest for meaning and
understanding. In a pew research report they found that millennials, “are the first
generation in human history who regard behaviors like tweeting and texting, alone with
websites like Facebook, YouTube, Google and Wikipedia, not as astonishing innovations
of the digital era, but as everyday parts of their social lives and their search for
understanding.” (Pew Research)
In this creative brief, we expect to take you further into the mind of the traditional
millennial fun-runner by creating new viewpoints. Dont just think about the millennial
fun runner as a group, but think if them as a person. We want to highlight the most
important parts about the people who enjoy running for fun. We will remind you of the
data gained from previous reports, as well as describe the brand, its benefits and its voice,
and give more data through SWOT analysis and a positioning matrix. We will also give a
campaign proposal, sharing an overview, our goals, our objectives, our strategy, tactics
and evaluations.
Consumer Research
Demographics
Age:

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The most lopsided demographic researched concerning fun runs is the age
demographic. In the esurvey taken for the Primary Research Report 90.5% of fun runners
reported that they were in the 18-25 age bracket. (Survey, 2016) 4.8% of responders were
in the youngest age bracket: 0-18. Secondary research gave strong results when it comes
to leisure running as well. An MRI survey found that 22% of people surveyed who ran at
least once a week were 18-24. (GFK Mediamark, 2014) 29% were in the 24-35 group,
still placing them in the millennial category. When planing the campaign, it will be
important to reach young people through the media that most matters to them. Our
campaign will be centered around social media promoted posts, which is where young
people are more likely to connect with their news.
Relationship Status:
Another emerging trend in our target demographic is a shift in common
relationship status. Recent Nielsen research shows that only 21% of millennials are
married. This is in contrast with the 42% of baby boomers who were married at their age.
(Demographic Facts About, 2014) In the survey conducted during primary research only
14.3% of responders identified themselves as in a relationship. Even fewer, 7.1%,
reported being married. (Survey, 2016) With The Zombie Mud Run advertising a chance
at romance at the post race party, it will be important to include a romantic aspect in the
strategic campaign. (Zombie Mud Run, 2016)
Housing:
During primary research, we found two major housing options for surveyed and
interviewed millennials: dormitories and off-campus housing. Four of our interviewees
reported living in on-campus dorms. Two interviewees who also participate in fun runs

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live in off-campus housing. (Interviews, 2016) Being that most fun runners prefer to run
with friends, it helps that these housing arrangements are somewhat communal.
Advertisements in our campaign will involve group think. In fact, The Zombie Mud Run
already encourages registering with multiple friends. (Zombie Mud Run, 2016)
Income:
A high income seems to have a correlation with leisure running. A remarkable
47.56% of weekly runners report an income between $75,000-$149,000 yearly. The next
highest response was the $150,000+ level with 15.49%. (GFK Mediamark, 2014) It’s
clear that any effective campaign should be targeted towards a high income audience.
With a higher disposable income, target consumers will have more money to spend on
runs like The Zombie Mud Run. Furthermore, donations are also encouraged with the
event. Extra disposable income means more available for charitable donations. Marketing
this event to a higher income will be a major goal, with a campaign that includes
encouragement to donate.
Education:
Nielsen has found that millennials are the most educated generation to date. 23%
of millennials researched have bachelor’s degree or higher. (Demographic Stats About,
2014) MRI research found even more about leisure runners’ level of education. Of those
surveyed who participated in a regular exercise program two or more times a week in the
last 12 months, 36.12% reported having a college degree plus additional education.
30.51% of respondents in that same survey reported having college education. (GFK
Mediamark, 2014) Our advertisements should make sure they can appeal to those with a
higher level of education, as they drive the wave of leisure running.

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Key Consumer Insight:
With 95.3% of those surveyed under age 26, it is clear that young people are
driving the trend of leisure running.
Psychographics
Media Use
Millennial Fun-Runners are very sociable people. They enjoy sharing their lives on social
media. They also find nearly all of their information on the Internet. In our research we
found that Millennial Fun-Runners mainly favor Instagram, YouTube, and Twitter.
For sharing photos, Millennial Fun-Runners use many social media platforms, but
the most popular is Instagram. Instagram, a popular social media used to primarily share
photos is incredibly popular among millennials. One interviewee stated “If I don’t post a
picture on my Instagram or Snapchat, the fun-run is almost worthless because no one will
know that I even did it” (Reed [Interview], 2016). When asked why, interviewees stated
that they posted said pictures to either show off to their friends, or to make them seem
well rounded and cool (Reed, Wallace [Interview], 2016). On average, individuals
surveyed agreed to the statement, “I use social media to showcase my life”, and
somewhat disagreed to the statement, “I strictly use social media only to communicate
with others” (Survey, 2016) According to our online survey, “48% of respondents posted
photos of the event, or themselves at the event, on Instagram, 22% posted photos on
Twitter, 30% posted photos on Facebook, and 14% posted photos on Snapchat.” (Survey,
2016) Millennial Fun-Runners also track fitness trends on Instagram. According to our
online survey “40% of the respondents used Instagram to follow fitness trends.” (Survey,
2016) I believe this could aid us in the development of our campaign strategy because we

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could track the trends of fun-runner’s to see what interests them most, and incorporate
this into our social media promotion of The Zombie Mud Run.
Millennial Fun-Runners share their experiences on social media. From our
content analysis, we found on Twitter that many young runners do it for the charitable
aspect. One tweet said, “So grateful to spend time with #family #funrun #fundraiser…”
(Laire [Twitter], 2016) Most fun-run’s include donations to charities and our consumer
group really responds to this. A trend I noticed on twitter was #runningforacause, which
was solely based around charitable runs for all sorts of things. “#morethanjustpolitics
#runningforacause .. #5k #specialneeds #SpecialOlympics” (Terrelonge [Twitter], 2016)
This demonstrates that our consumer group is not only concerned with social and health
aspects of fun-runs, but also about giving back. They also choose to speak about these
causes on Twitter. I think using the hash tag #runningforacasue in our campaign would
definitely help to build support for The Zombie Mud Run.
Key Consumer Insight: 53.3% of millennial fun-runner’s posted photos of the fun-run,
or selfies at the fun-run on Instagram.

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Millennial fun-runners also use YouTube to track fitness trends. YouTube reaches
almost 50% of the 18- to 34-year-old population—more than any cable network. (Coelet,
2014) “34% of the respondents used YouTube to track these trends.” (Survey, 2016)
YouTube, a popular video sharing website is an incredibly useful tool for us. I think we
could design a promotional video and put it out on YouTube as a way to reach our target
audience. The YouTube channel “Fitness Blender” has accumulated 335 million views
since 2010. Their subscriber count is up to 2,829,418. Making them one of the most
popular health and fitness YouTube accounts as of 2015. (Ogilvy & Mather, 2015)
YouTube is a useful tool to reach our consumer group with promotional videos and
content.
In all, millennial fun-runners are completely focused on online sources for most
everything that they need. They use social media and websites to share about their lives,
to learn more, and to track fitness trends.
Consumer Persona
Name: Megan
Age: 25 years
Biography: Megan is a college graduate and has earned herself an Education degree. She
now teaches at a local middle school and participates in giving back to the community.
Megan has been into the dating scene for a while, but would rather prefer to spend time
with her best friends. She moved back in with her parents after college, so she can save
money for fun-runs and other adventurous things.
Her Usual Day: Megan is not used to waking up early on weekends, so she was pretty
tired on the morning of the Zombie Run. In fact, she was at her favorite bar with her

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friends last night who are also doing the run this morning. After Megan finishes her race
she takes a group picture with her friends to post on her Instagram page and then heads
off to a new Thai restaurants in town. On her way, she stops at the Lululemon store to
buy a new pair of leggings that she’s been swooning over on her Lululemon app. Even
though Megan doesn’t live the “yogi” lifestyle, Lululemon is her favorite brand because
of its efforts in giving back to their stores’ communities. And, it doesn’t hurt that it makes
people think that Megan lives the “yogi” lifestyle too. At the Thai restaurant, Megan and
her friends talk about their upcoming vacation to New York City and brainstorm hash
tags for the good causes that the Color Run gives back to for their Instagram post.
Needs: Just like anyone else, Megan has needs. She needs to be connected to friends and
family. Her social stance is important to her and her lifestyle. She needs passion and
adventure. Megan also needs to give back, because what is community if we don’t help
each other out once in awhile.
Fears: Megan fears losing herself and losing who she is as a person. She is also afraid of
disconnectivity and losing her friends and family. Most importantly, Megan fears regret.
She does not want to wake up one day and regret her past.
Aspirations: Megan wants to see the world, open up to new things, and be adventurous.
She wants to give back to her community as much as possible and influence the world.
Brand Report
Brand Description:
The Zombie Mud Run is in the Non-Profit/Charity category. They partner with
charitable organizations such as Big Brothers Big Sisters and The Leukemia Research
Foundation of Delaware. (Zombie Mud Run, 2016) Providing different runs in different

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locations, The Zombie Mud Run’s various options are the cornerstone of what this brand
provides. In addition to the adult race, they also offer a kid run and a night run. Each race
presents even more options for consumers. One could decide to be a human, attempting
to complete the 5K run while running from zombies, or a zombie chasing humans over
the course. (Zombie Mud Run, 2016)
Konopelski Catering founded The Zombie Mud Run in 2010. Upon noticing the
blossoming popularity of zombies, the company integrated the zombie theme into the
event. (Schmidt, 2013) While originally held in Wildwood, NJ, The Zombie Mud Run
has spread to several other cities. Races have been held as far away as Pueto Rico and
Chicago. Future events are planned in Reading, PA and East Windsor, NJ. (Zombie Mud
Run, 2016) The Zombie Mud Run serves millennial fun runners in a unique way. As a
consumer group, millennial fun runners care about recreation as well as charity. The
adrenaline rush for a good cause is perfectly suited to millennials.
The goal for The Zombie Mud Run is simple: to increase event registration.
Increasing registration is vital to the brand going forward. The brand has several great
strengths that will help achieve this goal. The Zombie Mud Run posts many promotional
videos and photos both on their website and social media. The difficult obstacles in the
run entice consumers who want a challenging adventure. Another strength is the social
aspect of the run. Millennials who participate in fun runs tend to do so with friends. The
Zombie Mud Run holds a party following the race, giving further impetus to sign up for
the run with friends. Perhaps the greatest strength is the multiple locations of the races.
With runs in Ohio, Pennsylvania, and New Jersey, people from many different places can
experience the run. There are, however, some weaknesses upon which the brand can

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improve. Their website hasn’t been updated recently. When targeting millennials, it’s
important to have a strong online presence. Millennials rely on social media for a lot of
their news. The Zombie Mud Run’s Twitter page is only updated around October and
November, which is when the runs are held. Their Instagram is even more bare, with only
five pictures. The targeted consumer group identified Instagram as one of their favorite
social media sites. Proper use of sites like Instagram and Twitter, as well as apps such as
Snapchat, could really improve brand awareness amongst millennials.
Benefits of the Brand:
A major appeal of The Zombie Mud Run is its emotional benefits. Completing a
5K provides a feeling of accomplishment. That feeling is even more prevalent when
obstacles and zombies are involved. These runs are exciting and give participants an
adrenaline rush. Finishing the race in messy clothes appeals to the care-free attitude of so
many Millennials. An additional emotional benefit lies in the social aspect. The officially
after party, branded the Human Salvation Party, gives runners a chance to socialize with
friends and meet new people who also enjoy fun runs. The website’s description of this
party even hints at a chance for romance at the event, hinting at possibly getting a kiss or
a fellow racers phone number. (Zombie Mud Run, 2016)
As far as tangible benefits are concerned, the charity aspect provides money to
important organizations. Partnering with Big Brothers Big Sisters, and the Leukemia
Research Foundation of Delaware allows The Zombie Mud Run to give back to the
community. This benefit increases the event’s popularity with its target consumer group.
The great workout provided by the event also provides the benefit of improved physical
fitness. Participants also receive a tee shirt from the event. Event tee shirts are popular

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with the millennial consumer group. The Zombie Mud Run also provides complimentary
beer or soft drinks after the race.
Brand Personification
The Zombie Mud Run is a unique brand. It performs its own voice, while
presenting certain archetypes to represent its voice. Out of all the archetypes, our brand
characterizes The Hero. The Hero stands for someone who proves themselves through
amazing physical acts or challenges. They love structure and adventure, and are
determined and strong-minded. We found that The Hero best describes The Zombie Mud
Run because the course itself is challenging and physical. The race is intimidating and
attracts many who love the adrenaline rush or the adventure, and what makes it so
intimidating is the fact that it is based on the training of an army boot camp. This is the
point of overlapping we get when we look at the voice of the brand. The Zombie Mud
Run has a condescending sarcastic sound that is similar to a general. For example, on the
website under the “contact us” tab, there is another tab that says, “Dumb-Questions,
where they explain, “They say there is no such thing as a dumb question. Whoever said
that did not have to respond to the emails that are sent into the Zombie Mud Run” (In-text
citation). We also sensed a hard-ass or sharp tone of voice with a fun bouncy accent,
while poking fun at the competition. For example under the Home tab, they say, “While
several other zombie themed races series such as Run For Your Lives have come and
gone, The Zombie Mud Run continues to be the leader in the zombie fun run experience.
Beware of similar knock-off races and stick with the original” (In-text citation).
Looking at our brand as a person, we would want to find someone who is out-
going, brave, confident and adventurous. We chose the hypothetical character Amy. Amy

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is a 19-year-old female who seeks adventure in everything she does. Amy decided to go
into the National Guard after high school and loves to do themed fun-runs since they’re
an easy way to stay in shape. Amy encouraged her whole family to do The Zombie Run
with her since they have done other fun-runs together in the past and it’s in their
hometown, Columbus, Ohio. Amy is single, lives with her parents and has a lot to figure
out about life still, but she knows she wants adventure on the way.
Amy wakes up and goes on a jog every morning. She was drawn to The Zombie
Run because it’s sponsored by the US Veterans and gives back to a Leukemia Fund.
Additionally, Amy loves a good adrenaline rush; She’s always the first to go into a
haunted house and has been sky diving twice. Amy welcomes even the smallest new
experiences and is frustrated by people who are content with living simple lives where
every day is the exact same thing.
Competitive Set
The direct competitors of the Zombie Mud Run are other mud and or
zombie runs. These include Zombie Run, Athens Zombie Fun Run & Walk, Ohio Savage
Race 2016, and Warrior Dash. The Zombie Mud Run’s earliest registration fee is $55.
They offer a capture the flag styled run, with two types of zombies, and an army boot
camp styled obstacle course. They offer a t-shirt, live music, and food and beer tents. The
Zombie Run’s earliest registration fee also starts at $55. They also use flags, but their
flags are “health” flags. The point is to get past all of the zombies without letting them
capture all of your health flags. But if they do, you are officially undead. They offer a
metal, an event t-shirt, live music, food and beer vendors, and a “Kids Zombie Zone”
which has foam machines and bubble soccer. The Athens Zombie Fun Run & Walk’s

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earliest registration fee is $15.75. However, it is just a basic fun run, and does not have
the difficulty that The Zombie Mud Run offers. They also only offer an event t-shirt. The
Ohio Savage Race’s earliest registration fee is $66. They offer 25 obstacles over 5-7
miles. This run has significant elevation changes, rolling hills, and rocky terrain. They of
a “Savage” t-shirt, one free beer, a medal, free action photos, and mud in your underwear.
Lastly, the Warrior Dash’s earliest registration fee is $50. They offer 11 different courses
for participants to choose from, all of a high difficulty. They offer a live DJ, merchandise
tents, sponsor giveaways, Maverick’s Grille provides food and beer, and change tents.

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Brand Positioning Statement
The Zombie Mud Run offers young adults an exciting, adventurous fun-run,
through crazy twists and turns in mud, and running zombie.
Campaign Proposal
Goal
To increase event registration of the Zombie Mud Run.
Objective
Our objective is to increase event registration of The Zombie Mud Run among
millennial fun-runners by 20% over the previous year, within 6 months. Consumer
research says that millennials value the social and the charitable aspects of fun-runs.
According to our online survey, 73.2% of our respondents said they would participate in
a running event 1-5 times per year, if it meant participating for a cause. That same
amount of respondents, 73.2%, said they would be more likely to participate in a themed
fun run with a group of friends.
Strategy: Pay to Promote Zombie Mud Run’s Instagram Content on Millennial Fun-
Runners Feeds
Both our primary and secondary research found that Millennial Fun-Runners use
Instagram more than any other social or traditional media. Furthermore, Millennial Fun-
Runners use Instagram to not only showcases their lives but to follow fitness trends as
well. Therefore, Millennial Fun-Runners are already scrolling Instagram frequently and
will thus have a higher chance to absorb the Zombie Mud Run’s promoted Instagram
photos on their feeds. Additionally, because there is such a strong fitness following on
Instagram amongst Millennial Fun-Runners, they will be more open to the content of a

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fitness-oriented page like the Zombie Mud Run and not view it as an out of the blue
advertisement which, through our secondary research, we have found millennials are
opposed to.
This Instagram strategy will meet the Zombie Mud Run’s goal and objective—to
increase event registration among millennial fun runners by 20% over the previous year
in the next six months—by raising awareness of the Zombie Mud Run in a non-
advertisement type manner (Instagram), allowing millennials to learn of the Zombie Mud
Run without feeling marketed towards.
Tactic 1: Feature the Swag Participants Will Receive with Registration in Instagram
Photo
Through our primary research, we learned that millennial fun-runners are
extremely concerned about their personal brand and how their peers perceive them. One
of the ways millennial fun-runners differentiate their brand from others’ is by what they
wear. Therefore, featuring the many Zombie Fun Run t-shirts, stickers, coffee tumblers,
bags, etc. that participants get along with registration inside the previously stated
Instagram photo would appeal heavily to Millennial Fun-Runners because these items
give them the opportunity to show off the interesting life they live to their peers.
Additionally, we will include a promotional code in the caption of the photo to enter
during registration to receive the exclusive “Instagram Bundle” of swag featured in the
photo on race day. To illustrate Millennial’s During an interview, one Millennial Fun-
Runner stated ““I’m always either wearing Alpha Gamma Delta t-shirts or fun-run t-
shirts. If I’m deciding between a plain t-shirt or a fun-run shirt to wear to class, I’m going
to pick the fun-run shirt because it says something about me” (Reed [Interview], 2016).

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Additionally, because said swag can’t be purchased on it’s own, it acts as a badge
of honor for participants; participants have to run through mud and obstacles while being
chased to the death in order to get a t-shirt, coffee tumbler, etc. Thus, the Zombie Fun-
Run swag adds adventure to Millennial Fun-Runners personal brand when they wear it.
The thrill of the fun-run isn’t enough to get Millennial Fun-Runners to register. However,
with a transparent Instagram post featuring what actually appeals to Millennial Fun-
Runners, swag that they can wear to build their brand, they will be more inclined to
register.
Tactic 2: Provide a Separate Link to Register On Instagram Post That Donates 20% of
Registration Fee to Your Charity of Choice
Another one of Millennial Fun-Runners’ most distinct desires in life is to give
back to good causes, but they want it to be easy. That’s where a separate registration link
that will donate 20% of one’s registration fee comes into play. Millennial Fun-Runners
are already drawn to the swag featured in the Instagram photo and now are right away
confronted with not only the opportunity to register, but the opportunity to satisfy their
desire to give back to their own personal favorite charity. In this, we shift from an
extrinsic motivation (getting swag to build their personal brand) to an intrinsic motivation
(giving back to their own personal charity of choice) in a matter of seconds.
Additionally, giving a separate link that will donate 20% of one’s registration fee
to their charity of choice also in turn builds upon their personal brand once more.
Millennial Fun-Runners can then post pictures after their race of themselves running
towards their personal cause, giving increased reason to register once more.

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Furthermore, giving swag and the opportunity to pick the charity part of their
registration allows Millennial Fun-Runners to align the Zombie Mud Run’s brand to their
own personal brand. This gives the potential for runners to become long-term brand
loyalists to the Zombie Mud Run because the brand is central to who they are as a person.
Evaluation:
The success of our first tactic can be evaluated by giving a promo code in the
caption of the photo to enter during registration to get the exclusive “Instagram Bundle”
of swag—the same products featured in the photo. This will be noted on runner’s tickets
when claiming their exclusive swag on the day of the race. By using a code when
registering to get the “Instagram Bundle” of swag rather than simply liking the picture
itself, we can ensure that the swag featured in the photo was a definite motivator for
registration, thus making our evaluation
The success of our second tactic can be evaluated through the tactic itself. We will track
the amount of registrations from the separate link on the Zombie Mud Run’s Instagram
photo compared to the amount of registrations through other links and the Zombie Mud
Run’s website itself. Because we will only post the separate registration that donates 20%
of one’s registration fee to their charity of choice on the Instagram photo in Tactic 1, we
can ensure that those who used that link to register did so strictly because it gives back to
their charity of choice.
Furthermore, the simplicity of a promoted Instagram post allows the Zombie Mud Run to
be in complete control of their audience; the Zombie Mud Run can continue to pay for
promoted posts on Millennial Fun-Runners’ feeds in accordance with the rise in
registration. Thus, the Zombie Mud Run can keep a tight budget.

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Conclusion
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missing-out-on-now-dominant-millennial-market/.
Richards, Katie. (2015). “How Agencies Are Meeting Millennials’ Demand for Socially
Responsible Marketing”. Adweek. Retrieved from
http://www.adweek.com/news/advertising-branding/agencies-are-carving-out-
niche-socially-responsible-marketing-168592
Social Media Today. (n.d.). Most popular interest categories of Millennial Facebook
users as of September 2013. In Statista - The Statistics Portal. Retrieved February
11, 2016, from http://www.statista.com/statistics/283215/millennials-facebook-
interest-categories/

24
Swartz, Leah (n.d.) One-Third of Millennials to Participate in #GivingTuesday 2015.
Millennial Marketing. Retrieved from
http://www.millennialmarketing.com/2015/12/one-third-of-millennials-to-
participate-in-givingtuesday-2015/
Team Oriented. (n.d.) The Millennial Legacy. Retrieved from
http://themillenniallegacy.com/the-millennial-generation/team-
oriented/#.Vr1y21OAOko
The Zombie Mud Run. Retrieved on April 22, 2016, from
http://www.thezombiemudrun.com
2014 State of the Sport. (2014). Running USA. Retrieved from
http://www.runningusa.org/state-of-sport-nontraditional?returnTo=annual-reports
The Athens Zombie Fun Run & Walk. Retrieved on April 22, 2016,
from http://athensohio.com/events/athens-zombie-fun-run-walk/
US Public Becoming. (2015, November 3). U.S. Public Becoming Less Religious.
Retrieved
February 12, 2016, from http://www.pewforum.org/2015/11/03/u-s-public-
becoming-less-religious/
YouGov, & Various sources (Irdeto), & MarketingCharts. (n.d.). Distribution of Video
Viewing Sources in 2020 According to Consumers in the United States, by Age.
Statista - The Statistics Portal. Retrieved from
YouTube Insights. (2014, July.) Retrieved February 11, 2016,
https://www.thinkwithgoogle.com/research-studies/youtube-insights-stats-data-
trends-vol5.html.

25
Wallace, J. (2016, March 14). Individual Interview.
Warrior Dash. Retrieved on April 22, 2016, from
https://www.warriordash.com/info/what-is-warrior-dash
Zombie Run; The Original Zombie - Infested 5k. Retrieved on April 22, 2016, from
http://www.zombierun.com/#!zombiehow-it-works/dpnoh
Appendix
Online Survey Appendix:
Number of Respondents: 50
1. On which of the following mediums do you watch television shows?
 A laptop: 30 (66.7%)
 A phone: 3 (6.7%)
 A home television: 23 (51.1%)
 A tablet: 3 (6.7%)
 Other: 1 (2.2%)
2. Which platforms do you use to find your news most often?
 Twitter: 27 (60.0%)
 Facebook: 20 (44.4%)
 Online Newspapers: 13 (28.9%)
 Newspaper Apps: 4 (8.9%)
 Traditional Media (i.e. on the television, in print newspapers): 4 (8.9%)
3. If you have participated in a fun-run, did you post photos on any of the following:
Check all that apply. (If you have not participated in a fun-run, check no.)
 No: 13 (28.9%)
 Instagram: 24 (53.3%)
 Twitter: 4 (8.9%)
 Facebook: 13 (28.9%)
 Snapchat: 7 (15.6%)

26
4. Which of the following mediums do you use to follow find fitness programs, trends,
etc. do you use most often?
 YouTube: 17 (38.6%)
 Instagram: 20 (45.5%)
 Facebook: 12 (27.3%
 Twitter: 11 (25.0%)
 Online Articles: 7 (15.9%)
5. Do you read any of the following fitness magazines? (Online or in print) Check all that
apply.
 Muscle & Fitness: 4 (10.3%)
 Runner’s World: 7 (17.9%)
 Fitness Magazine: 9 (23.1%)
 Athlete’s Only: - (0.0%)
 Youth Runner: - (0.0%)
 Women’s Running: 5 (12.8%)
 Trail Runner: - (0.0%)
 Club Running: 1 (2.6%)
 Other: 16 (41.0%)
6. Do you use any of the following running aps to track your times? If you use any other,
please specify in other.
 Nike+ Training Club: 20 (47.6%)
 Adidas miCoach Train & Run: 1 (2.4%)
 Runkeeper: 2 (4.8%)
 Strava Running and Cycling: 1 (2.4%)
 Other: 8 (19.0%)
7. Are you between the ages of 18-35?
 Ages 0-18: 2 (4.8%)

27
 Ages 18-25: 38 (90.5%)
 Ages 25-30: - (0.0%)
 Ages 30-35: - (2.4%)
 Ages 35-40: - (0.0%)
 Ages 40+: 2 (4.8%)
8. What is your highest level of education?
 High School: 4 (9.5%)
 Some College: 32 (76.2%)
 College Associate: 4 (9.5%)
 College Bachelors: 5 (11.9%)
 Graduate: - (0.0%)
 Doctors: - (0.0%)
 Other: - (0.0%)
9. What is your marital status?
 Married: 3 (7.1%)
 Single: 33 (78.6%)
 Divorced: 6 (14.3%)
 Widowed: - (0.0%)
 Other: - (0.0%)
10. How often are you running per week?
 0-2 times per week: 26 (61.9%)

28
 3-5 times per week: 15 (35.7%)
 6-8 times per week: 1 (2.4%)
 10+ times per week: - (0.0%)
11. What is your gender?
 Transgender: - (0.0%)
 Identifying Female: 33 (78.6%)
 Identifying Male: 9 (21.4%)
 Other: - (0.0%)
12. What is your ethnicity/race?
 White, Caucasian: 38 (90.5%)
 African American: - (0.0%)
 Hispanic: 3 (7.1%)
 Asian: 1 (2.4%)
 Other: - (0.0%)
 Rather not say: - (0.0%)
13. Do you agree that teamwork is the key to success?
 No: 15 (36.6%)
 Yes & Why: 26 (63.4%)
 Yes, you need support from others to reach a common goal.
 You can’t avoid working in a team to achieve a goal.
 Yes you can receive other’s ideas/feedback.
 You keep each other accountable and motivated!

29
 You have people with similar goals and ideas. There is a consensus; for
the most part, of what needs to be done and how it should be done.
 Important to reaching a goal.
 It helps things get done quicker and easier.
 It’s important for one to learn teamwork is a huge favor in everyday life as
an adult.
 Easier working together.
 It’s important to utilize all the sources given to you.
 I can succeed plenty by myself.
 It’s easier to succeed with 20 than 1.
 More ideas, work is distributed evenly.
 Gotta help each other out.
 You’re more likely to be motivated if you’re in a team!
 Bringing more minds to the table means there are more possibilities.
 More ideas, more diversity.
 Motivation is awesome.
 Teamwork makes the dream work.
 If you’re on a team you work together for success.
 It is important to be able to work with others in a productive and
appropriate way in order to succeed.
14. How often would you participate in a running event if it meant participating for a
cause?

30
 Never: 7 (17.1%)
 1-5 times per year: 30 (73.2%)
 Monthly: 3 (7.3%)
 Multiple times a month: - (0.0%)
 Other: 1 (2.4%)
 Response: Maybe once.
15. Would you rather run in a traditional race (5k, 10k, etc) or a themed race (Tough
Mudder, Ohio Zombie Run, etc.)?
 Traditional Race: 12 (29.3%)
 Themed Race: 29 (70.7%)
16. Would you be more likely to participate in a themed fun run?
 Alone: 3 (7.3%)
 With one other person: 6 (14.6%)
 With family members: 7 (17.1%)
 With a group of friends: 30 (73.2%)
 Other: - (0.0%)
17. Which life value do you best identify with?
 The importance of family: 29 (70.7%)
 The importance of giving back to good causes: 8 (19.5%)
 Social status: 1 (2.4%)

31
 A thriving career: 5 (12.2%)
 Religious faith: 5 (12.2%)
 Other (Please specify): 1 (2.4%)
 Response: Being myself
18. To what extent do you agree with the following? Spectrum (Disagree, Somewhat
Disagree, Neutral, Somewhat Agree, Agree)
Left Disagree Somewhat
Disagree
Neutral Somewhat
Agree
Agree
I’m interested in art
and culture
1 (2.63%) 3 (7.89%) 9 (23.68%) 8 (21.05%) 17
(44.74%)
I live close to or with
my family
1 (2.63%) 2 (5.26%) 9 (23.68%) 10
(26.32%)
16
(42.11%)
Home ownership is
important
1 (2.63%) 2 (5.26%) 12 (31.58%) 12
(31.58%)
12
(31.58%)
I vote in every
presidential election
4
(10.53%)
4
(10.53%)
10 (26.32%) 7 (18.42%) 13
(34.21%)
I’m willing to
volunteer my time
for a good cause
2 (5.26%) 1 (2.63%) 3 (7.89%) 11
(28.95%)
21
(55.25%)
Brands should do
more to give back to
0 (0.0%) 0 (0.0%) 6 (15.79%) 16
(42.11%)
16
(42.11%)

32
society
I seek adventure in
life
0 (0.0%) 1 (2.63%) 4 (10.53%) 11
(28.95%)
22
(57.89%)
I follow my favorite
brands on their
social media
platforms
2 (5.26%) 10
(26.32%)
5 (13.16%) 7 (18.42%) 14
(36.84%)
I’m willing to pay
extra for a product of
higher quality
0 (0.0%) 1 (2.63%) 8 (21.05%) 15
(39.47%)
14
(36.84%)
I’m willing to pay
extra for a product
that donates some
profits to a good
cause
0 (0.0%) 3 (7.89%) 9 (23.68%) 16
(42.11%)
10
(26.32%)
I’m an extroverted
person
2 (5.26%) 4
(10.53%)
7 (18.42%) 15
(39.47%)
10
(26.32%)
I’m not afraid to
speak up in front of
others
0 (0.0%) 3 (7.89%) 8 (21.05%) 16
(42.11%)
11
(28.95%)
I use social media to
showcase my life
4
(10.53%)
4
(10.53%)
14 (36.84%) 9 (23.68%) 1 (2.63%)
I use social media 2 (5.26%) 10 16 (42.11%) 9 (23.68%) 1 (2.63%)

33
strictly to
communicate with
others
(26.32%)
Exercise and healthy
eating are important
parts of life
0 (0.0%) 1 (2.63%) 3 (7.89%) 17
(44.74%)
17
(44.74%)
I prefer to exercise
in order to be
healthy rather than
competitive
0 (0.0%) 1 (2.63%) 7 (18.42%) 8 (21.05%) 22
(57.89%)
I exercise more often
and consistently
when I have a friend
to exercise with
1 (2.63%) 2 (5.26%) 7 (18.42%) 13
(34.21%)
15
(39.47%)
I try to be involved
in my community
1 (2.63%) 2 (5.26%) 11 (28.95%) 15
(39.47%)
9 (23.68%)
Marriage is one of
the biggest goals
someone can achieve
in their life
3 (7.89%) 4
(10.53%)
14 (36.84%) 4 (10.53%) 8 (21.05%)
My consumer
purchases reflect
who I am as a person
2 (5.26%) 3 (7.89%) 9x 23.68% 14
(36.84%)
5 (15.15%)

34
Content Analysis:
In our content analysis we were looking to compare fitness trends of millennial
fun-runner’s as well as their charitable and family interests in relation to fun-run’s.
Works Cited: Social Media

44
Interview: Bri Giordano
Q: What’s your gender?
A: Female
Q: Do you live in a dorm, an apartment, or an off campus house?
A: I live in a dorm
Q: How many times a week do you run for leisure?
A: About three times a week
Q: What race do you identify with?
A: Caucasian/white
Q: How old are you?

45
A: 20
Q: What is your relationship status? Are you single, married, in a relationship?
A: Single
Q: Why do you participate in a fun run?
A: My friends asked me to participate with them.
Q: Would you pay more for a product if it went towards a good cause?
A: Yes
Q: What are your ultimate career goals and do you see them being different from other
generations?
A: Getting involved in pharmaceutical sales, and no, I don’t.
Q: What would you say is the most defining characteristic of our generation?
A: Social Media usage
Q: What do you typically do after a fun run?
A: Eat with my friends
Q: Have you ever completed a fun run without posting a picture?
A: I’ve only been in one, but I posted a picture
Q: What is the best part of a fun run?
A: Finishing with friends
Q: What’s your biggest concern at the moment?
A: Getting into the College of Business at Ohio University
Interview: Jordan O’Neill
Q: What’s your gender?

46
A: Male
A: I live on East Green, in the dorms
A: At least three times weekly
A: Caucasian
Q: How old are you?
A: 18
A: I’m in a relationship
A: In order to stay sharp athletically
Q: Would you pay more for a product if it was for a good cause?
A: Yes
Q: What are your ultimate career goals and do you see them being different from other
generations?
A: I’m undecided about my future, so I can’t compare them to other generations.
Q: What would you say is the defining characteristic of the millennial generation?
A: I’m not sure, I guess we are hard to define.
A: I go home and shower.
Q: Have you ever completed a fun run without posting a picture of it?

47
A: Yeah, plenty of times
Q: What is the best part of a fun run?
A: The feeling of accomplishment afterwards
A: Passing all my exams
Interview: Sarah Foland
Q:What’s your gender?
A: Female
A: I rent a house off-campus.
A: Too much, maybe four times a week
A: White
Q: How old are you?
A: 20
A: Single
A: My friends all do and I think it’s a great way to give back to worthy causes.
A: Yes

48
Q: What are your ultimate career goals and do you see them as different from other
generations?
A: I want to work in advertising for a successful business, and yes my goals are different.
Q: What would you say is the most defining characteristic of our generation?
A: Personality-wise I would say our sense of humor.
A: My friends and I usually go out afterwards.
Q: Have you ever completed a fun run without posting a picture
A: I don’t think so.
Q: What’s the best part of a fun run
A: Getting to spend time with friends
A: Finishing my homework
Interview: Kacie Culp
Q: What’s your gender
A: Female
A: I have a house on the west side of town.
A: Almost never, less than weekly for sure
A: White

49
Q: How old are you?
A: 21
A: Single
A: I participated because my mom asked me to run with her.
A: Yes
Q: What are your ultimate career goals and do you see them as different from other
generations?
A: I want to be able to live a comfortable life, to provide for my family and make them
happy. I don’t see that as different.
Q: What would you say is the most defining characteristic of the millennial generation?
A: Technology
A: Go eat with my family
Q: Have you ever completed a fun run without posting a picture about it?
A: Yes
Q: What’s the best part of a fun run?
A: Reaching the finish line
A: Terrorist attacks, not just in the United States, but around the world.

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