Rewriting Marathon History... Breaking Records with Salesforce
Creation of an event organization and execution platform to manage all aspects of an event.
SCC EVENTS GmbH is one of the major international organizers of sports events. Its portfolio ranges from major events in demand worldwide, such as the BMW BERLIN MARATHON or the GENERALI BERLIN HALF MARATHON, to traditional New Year's Eve or cross-country runs with a regional character. The almost 20 events count nearly 200,000 participants annually. In addition, SCC EVENTS offers service packages and services in the sports and health segment tailored to the needs of companies, individuals and groups.
Challenge
Organizing and managing such mammoth events is a big challenge, as each event runs under its own name, branding and website. In addition, the event usually has multiple disciplines (wheelchair, inline skating, running, etc.) and competitions (based on gender, age, etc.) with specific rules that must be followed to be recognized by national and international sports organizations.
SCC wanted to fully digitalize and network the organization and handling of event management, participant management, helper management and visitor management with the aim of significantly increasing efficiency and developing new services for sponsors, participants, helpers and fans.
- Digitization and networking of event management organization and processing
- Digitization and networking of participant management
- Digitization and networking of helper management
- Digitization and networking of visitor management
- Efficiency increase
- Development of new services for sponsors, participants, helpers and fans
Solution
For the planning and implementation of all SCC events, a comprehensive application was developed based on the Salesforce platform that covers all processes for sponsors, participants, helpers, logistics, sales, marketing and service. Based on the Salesforce Experience Cloud, portals were created in which participants and helpers can register and through which all communication and implementation is handled. The Marketing Cloud and its components were used to map seamless automated marketing processes and campaigns.
Before
- Organization of event management & participant management with external service provider
- Visitor management, helper management with outdated system and in Excel formats
- no central platform for data management
After
- Secure planning and control of all events in a central tool / data centralization
- Platform as single source of truth with reliable data quality
- Absolute transparency - all participants have the same level of information at all times and in all places
- Barrier-free collaboration and communication possible
- Scaling to further large events is possible without any problems