Case Study: Giuliano's Journey Run

Client: Internal Initiative / Charitable Campaign

Project Type: Event Marketing, Sponsorship Strategy, Media Branding, Fundraising Funnel

Duration: 30 Days (Planning + Excecution)

Role: Event Strategist / Business Partnership Czar / Marketing Manager / Social Media Manager / Content Creation

Overview

Giuliano's Jorney Run was a grassroots charitible initiative built to raise awareness and funds for cancer research. The run spanned 200kms straight over 6 days. We went from London, Ontario to our hometown of Vaughan, Ontario, led by me and my four friends

We overcam personal hardship and committed to this challenge for the children at Sick kids Hospital who spend every day fighting

I acted as a co-architect and strategist for the campaign, designing the digital infrastructure, brand messaging, and sponsor-facing systems to transform a local athletic effort into a high-impact awareness platform

Objectives

Create a brand identity for the run that captured its emotional and philanthropic purpose

Develop a sponsor outreach strategy to secure funding and support

Build a donation and event funnel to collect funds, followers, and awareness

Leverage organic content and storytelling to drive viral attention

Produce a scalable framework for future local activism campaigns

What I Did

Branding & Messaging

Named and designed the campaign around “Giuliano’s Journey” to reflect both the physical run and internal transformation

Crafted a campaign voice focused on vulnerability, hope, and action

Designed visual assets for social media, reels, press kits, and t-shirts

Funnel Infrastructure

Built a lead capture and donation funnel using GoHighLevel

Created SMS/email automation for supporters and sponsors

Set up webhooks for auto-tagging sponsors and triggering thank-you messages

Sponsor Strategy

Developed a sponsor pitch deck with brand exposure metrics, route coverage, and impact estimates

Reached out to 50+ local and national businesses for support

Created media packages with logo placements, video shoutouts, and co-branding options

Logistics Support

Assisted with route planning, hydration/rest stops, and runner safety

Coordinated volunteers and community touchpoints along the route

Facilitated local media and press interactions

Results

Distance Covered: 200kms across 3 difference cities

Organic Reach: 300k+ views & impressions

Business Collaborations: 50+ Business collaborations

Brand Assets Created: 30+ videos shirts press kits

Community Support: 100s of people showed up in person

Donations: $20k raised for Sick Kids Hospital

Key Takeaways

Narrative Matters: The story of one young man running for a cause mobilized an entire community.

Simplicity scales – With lean tools and heartfelt content, even a small team can generate huge awareness.

Events are brands – Positioning charitable efforts as brands unlocks sponsors, reach, and impact.

Relevance

This case study showcases my ability to:

Turn a raw story into a full-scale campaign

Handle branding, logistics, sponsorship, and automation

Operate under pressure, on a short timeline, and with real-world constraints

Build systems that connect people, causes, and capital

Showcase the capabilities of my software and marketing strategies in an honourable way

Whether you're a non-profit, brand, or agency looking to create impact-focused events or growth campaigns, the Giuliano’s Journey Run proves that execution + emotion = real movement.

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