LaSalle’s strategy spoke directly to their 40,000 runners with the words – “Make Your Run More Meaningful” – and that messaging echoed throughout all communications promoting the event. From January through to the running of the Marathon in late October, “Make Your Run More Meaningful” was one of the core messages communicated in all promotional media supporting the event: online; print; broadcast; outdoor; transit; direct mail; P.O.S. at all branch locations and in supporting retailers’ locations along the 26.2 mile course; and at the two day Marathon Sports Expo immediately preceding the event.

Every LaSalle Bank Chicago Marathon goal and objective was met – and exceeded: 1.) $6.2 Million was raised for charity – 25% more than their $5 Million goal – with the full $6.2 being distributed directly to the participating charities without any deductions for expenses or administrative costs. 2.) 29 charities participated in 2005 vs. 22 in 2004 – exceeding LaSalle’s 2005 goal of 25 participating charities by 16%. 3.) 12% of runners “ran” for a charity in 2005, exceeding an aggressive target objective of 10%.