2019 ULTRA CHALLENGES

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1 2019 ULTRA CHALLENGES CHARITY PACKAGE OPTIONS We ve started the 2018 season with 3 fantastic challenges around the Isle of Wight, the classic London to Brighton Challenge, and a sweltering Cotswold Way Challenge and with 4 more to come it s already time to start planning for We launched these 3 events for 2019 on the 5 th July, with some Launch & Early Bird type deals on offer to capitalise on the exposure across our online platforms, mobile APP, social media channels, and on-event marketing to kick start Our timeline to launch the other events is as and when they happen in 2018 so just before the week of each event Ultra Challenges Recruitment is going well for 2018 and the Series will see nearly 17,000 participants taking part (over 18,000 including the new end of season Chiltern 50k festival ) - and cements our position as the clear leader within the market for supported, accessible endurance events, and we firmly be that it s the quality and participant experience of the Ultra Challenges which sets us apart from others. 96.7% of our Ultra Challenge participants rate them excellent or good (based on the average of our feedback surveys for the past 10 Challenges) The 1 st year of the Jurassic Coast Challenge will see about 3,000 taking part Self funding is running at ~ 50% of sign-ups for 2018 The average age of our participants is 41 and ~ 60% are female 2019 Ultra Challenge Plans Development of the Ultra Challenge Series will be focused on expanding - participant numbers to, strengthening the main Ultra Challenge brand, and making it all work for our charity partners. Major initiatives include: Introduction of 2 new Challenges - giving a core of 8 events + the end of season Pilgrim 50k festival in the North Downs. The Peak District Challenge will see us heading out of our southern heartland and by 2020 we will a full complement of nationwide challenges as the brand awareness and its reach strengthens. Revised 2 tier fundraising options aimed at countering any drift to Self Funding - with one of the options widening the appeal of minimum sponsorship sign-up via low registration fees, and the other option akin to a mixed fundraising model with lower fundraising targets. We are confident that this will be successful. A single and fully revamped website for all the Ultra Challenges with the bulk of marketing & positioning aimed at driving traffic to that umbrella site (ie we want to become more like Tough Mudder where the brand / product is clear but with a series of events across the year, and each with its own distinct character) A major drive to recruit more runners on to the events with a theme for marathon runners stepping it up - and we have a special promo deal for our major Charity Partners to get involved with that initiative. A stronger range of Corporate packages again with the option for Charity Partner involvement. Enhanced on event services to maintain the clear quality gap over any competitors and charity events. 1

2 The 2019 Ultra Challenge Calendar... Isle of Wight Challenge (4-5 May) London to Brighton Challenge (25-26 May) NEW - The Chiltern Challenge (15-16 June) Cotswold Way Challenge (29-30 June) NEW - Peak District Challenge (13-14 July) Jurassic Coast Challenge (20-21 July final date tbc) South Coast Challenge (31 Aug 1 Sept) Thames Path Challenge & Thames Bridges Trek (7-8 Sept) The Pilgrim 50 (end of season 50km Ultra festival end Sept/early Oct TBC) We envisage 22,000+ participants taking on an Ultra Challenge in 2019, with strong marketing, promotional, and new customer loyalty campaigns in place to drive recruitment. We also have another 3 existing events which will all grow significantly in 2019 (to 5,000+ participants) and all Charities have an open invite for involvement within these events: The Winter Walk (London 13 Jan) The Easter Walk (Windsor 20 April) Halloween Walk (London 26 Oct) Charity Partnerships 2019 There will be a similar charity partnership structure in place as per 2018, and we want to work with charities which will be actively promoting the Series in an agreed way (that we know works) and want to maximise the potential of the events - which we know can deliver fantastic fundraising returns. Series Partners Charities (as per 2018) - each having the ambition and capability to recruit a thousand or so participants across the Series of 9 events. The Series Partnership package provides positioning across all the events and these positions are confirmed with our existing 2018 partner charities Challenge Partners... (places still available see below - get in touch) 8 Charities per event (max - as per 2018). Aimed at charities which want to really focus on one (or a few) of the Ultra Challenge events best suited to their audience, networks and marketing plans. Challenge Partners get strong positioning on the event(s) that they are partnering on - including: the website(s), our App, and advertising material - alongside reduced Registration Fees for participants signing up (compared to nonpartner charities) - and a special Runners Promo Package. We still have places available on most challenges. Good news - the upfront Challenge Partnership Fee is also coming down! For Challenge Partners we will include the option of Charity marketing Opt Ins on our registration forms (GDPR etc). 2

3 Listed Charities... Charities which want a formal listing on the Ultra Challenge website, and on the event registration forms, enabling potential participants to nominate them to fundraise for (but no other presence), and also agree to position the Ultra Challenge Series on their own website. They are not classified as Official Partners and do not benefit from the ongoing discounted participant Registration Fees. This year there is a special Runners Promo Package that Listed Charities can also benefit from. Participating Charities... Charities that will accept participants who nominate them (to fundraise for) and are prepared to pay the cost the participant s place - but are not listed on the Challenge websites in any form. Participating Charities are not obliged to promote the Ultra Challenge events, and pay a higher per participant place cost compared to the all other tiers of charity partners. Challenge Partners 2019 Package A base 10% off Registration Fees for Charity Participants (compared to listed charities) and this is featured on the Ultra Challenge website etc + A further 10% off Registration Fees for Charity Participants available via an ongoing discount code which is given to the Charity to distribute / market via their OWN communication channels. 10 off / participant place to charity (for 100km / 50km distances) - 5 off for 25km challenge distance. Charity Logo - prominently displayed on the websites, social media sites, and our App. Advertising Charity logo included in press adverts & digital where possible & where event specific Charity Branded Promotional Brochure & Video we will provide bespoke charity branded versions of the core 2019 marketing support material for positioning on charity websites etc Charity Reg Form URL for positioning on charity s website pages, with automatic JustGiving page set up to reduce admin and the ability for dedicated charity TEAMS to sign up easily. Runners Promo Package big discounts on participant place costs on a special allocation of up to 25 runners places per partnered event for the Charity to distribute & market to their harder core running supporters. Corporate Team Promo Package - discounts on participant place costs (to the charity) on Corporate Teams of above 25 participants on partnered events. Gazebo Space - on event (start / middle / finish your choice) Free Charity Sail Flags & Banners (4 of each) displayed start / middle / finish 5 Free Places / Partnered Challenge - for charity staff / key walker volunteers. Challenge Partnership Fee - 1,500 / Event with a further 10% discount on each extra Partnered event. 3

4 Listed Charity 2019 Details This option suits many charities because of the risk free / low commitment level (and may be your preferred option again) and well over 300 will be joining us on this basis in Listing on the Challenge websites, by charity category, and alphabetically on the Registration Form - making it easy for participants to sign up for your charity. URL link from the Ultra Challenge website listing to the charity s own website - making it easy for potential participants to find out more about you! Standard Charity promotional brochure & video for positioning on the charity s website. Automatic inclusion within Challenge Early Bird type promotions & incentives. Runners Promo Package big discounts on participant place costs on a special allocation of up to 3 runners places per event for the Charity to distribute & market to their harder core running supporters Participants Registration forms forwarded to you making administration easy (password protected) Listing Fee payable to Action Challenge just 100 (50% reduction compared to 2018) - NOT paid upfront and fully refundable / written off if you get 4 full distance equivalent sign ups (50% refundable if over 2 full distance equivalent sign ups are achieved). This is all reconciled prior to the last main Ultra Challenge event (Thames Path Challenge Sept 2019) Participant Place Costs & Fundraising Listed Charities For 2019 there is change and we have 3 options that Participants can choose from. 1) Self Funding Option (as a reference point) Full Participant Fee 100km (Full): km (Half): km (Quarter): 79 2) Minimum Sponsorship Option - (Low Reg Fees for the best & committed fundraisers) Participant Reg Fee Min Fundraising Cost to Charity * Min Income/Cost Ratio 100km (Full): km (Half): km (Quarter): *Note - Cost to the Charity includes VAT.50% of the Participant Place Cost (to Charity) is treated as Event Cost and includes VAT at 20%, and 50% is treated as Advertising Services Fee associated with recruitment, and is exempt. 4

5 3) Mixed Funding Option - ( You pay 50% of Self Fund cost - Charity pays 50% Lower fundraising) Participant Reg Fee Min Fundraising Cost to Charity ** Min Income/Cost Ratio 100km (Full): km (Half): km (Quarter): ** Note - 100% is treated as Advertising Services Fee associated with recruitment, and is zero rated for VAT Also Note - Runners Promo Package (price to charity) = 33.3% discount (1/3 rd )- Min Sponsorship or Mixed Fund Non-Listed Participating Charity 2019 details This option really just suits charities that don t want to be actively involved with the Ultra Challenge Series (as they are not listed or promoted in any way) but will accept participants if they are the nominated charity, and therefore are not seen to let them down. Of course the charity still benefits from the associated fundraising. Participating Charities get sign up registrations forwarded to them. A Participating Charity can select to become a listed Charity if they change their mind. Participant Registration Fees are as per Listed Charities (set out above). Cost to Charity (for Participant Places) are higher than for Listed Charities and include VAT at the full rate.(minimum Sponsorship option for 100km / 143 for 50km / and 88 for 25km. Mixed Funding Option for 100km / 78 for 50km / and 48 for 25km (prices include VAT at the full rate of 20%) Timeline Registration is now live and we ve early bird promotional deals now on and ideally want our Charity Partners in place as soon as possible so that they can be incorporated within our current launch activity and also to give you the optimum time for recruitment. We therefore require charities who wish to be considered as a Challenge Partner to express a full interest as soon as possible. Contact Polly Harrison on , or Polly.Harrison@actionchallenge.com if you have any questions or want to arrange a meeting to discuss the full Challenge Partner option (as we still have spots available) Action Challenge London June