On the Run with Stacey | Running Video Series

Context

One expert, one race season.

St. Elizabeth Sports Medicine had a physical therapist who was also a Boston qualified marathoner, the longtime pacer for the Flying Pig Marathon, and a daily user of high speed video gait analysis. Every January, local running groups began forming for the spring races, and runners were looking for advice. We had the expert and the timing. We did not have a way to put him in front of them.

The goals were to build trust in St. Elizabeth physical therapy, spotlight Medical Motion analysis technology, and bring more runners to our outpatient therapy offices.

Action

A weekly series, planned like a campaign.

I developed the idea with Stacey, named the series, created the logo and branding, and shot and edited the episodes, including two race recaps cut from footage Stacey filmed himself on GoPros while he ran. Medical Motion analysis and our Sports Medicine services were woven into the episodes, so every tip led back to a place runners could get care.

A written communication plan gave every episode the same path. It went live on YouTube, social media, and the website together, and promoted posts carried the latest episode beyond our own followers. Stacey shared each one on his own social accounts too. Sports Medicine and the local running groups heard about each episode the day it went live.

The campaign did not stop with the series. In the following years it grew into search ads, paid media, six short social videos, and banners along the Purple People Bridge, all built to get runners to call our therapy team. Anything running related carried the series too, including the banners and materials for events like the Honor Run Half Marathon.

Result

From the first tip to race day.

The series ran through race season and closed on race day, with recaps from the Boston Marathon and the Flying Pig Marathon. It earned a FOX 19 Now on-air feature, and at the time it was the most-watched playlist on the St. Elizabeth YouTube channel. Putting a familiar face on our therapy team worked: patients recognized Stacey when they came in, runners across the community engaged with him, and they talked about it with friends and family. It was the first video series St. Elizabeth produced in-house, and the same approach carried into recruitment and event video across the team.