London Marathon
Embedding inclusion to help the London Marathon grow and stay relevant
We built a strategy and action plan to guide the London Marathon Group through a new stage of growth
The challenge
London Marathon Group - made up of the Events business and the Foundation charity - wanted to keep up with the changing expectations of different communities when it comes to their social purpose of ‘inspiring activity’.
Our response
Through an ongoing partnership we have built a strategic roadmap that guides the whole organisation on embedding inclusivity in service of growth and relevance.
What we delivered
An inside out diagnostic with benchmarking and a baseline for embedding inclusion
A co-created and shared vision across the organisation from top to bottom that now steers inclusive thinking
Capability building amongst marketing teams with audience prioritisations established for growth
Marketing capability playbook that guides day-to-day decision making in service of audience growth
The impact
Organisational clarity on the direction of travel with shared understanding of DEI
Increased capability levels within marketing team to attract and retain new audiences
Record breaking levels of applicants, finishers and spectators
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