The Fourth Annual BASC 2022 is one for the Record Books

The largest event of its kind in the state, BASC 2022 welcomed a record number of participants to scenic McCormick County, SC

Since its inaugural ride in 2019, Bicycle Across South Carolina (BASC) has invited participants of all ages and abilities to discover the natural beauty of communities across the Palmetto State while connecting with one another. The annual event, hosted by the Post and Courier, consists of a multi-day bicycle ride, plus camping and nightly entertainment and activities, with the goal of bringing together a community of like-minded enthusiasts.

… And BASC 2022 did not disappoint!


Spotlight on McCormick County

From October 13-16, 400 participants from 18 states and Europe descended to the pines and hill country of Sumter National Forest in McCormick County, South Carolina. From the base camp, located at the South Carolina Governor’s School for Agriculture at John de la Howe (JDLH), participants experienced an adventure of a lifetime, exploring up to 150 miles of beautiful, vast landscapes during one-to-three-day rides. In the evenings, family members, friends, and partners joined riders at the base camp, relaxing around the fire pits and enjoying live music, food, and drinks.

Every year, BASC chooses a different ride location, often highlighting “hidden gems” that may be new to some South Carolinians and out-of-staters. This year, $50,000 was awarded to the event from the South Carolina Department of Parks, Recreation and Tourism (SCPRT) Undiscovered SC grant program, in support of driving tourism to underrepresented areas.

Several local and national businesses and organizations partnered with the McCormick County Chamber of Commerce and McCormick County Economic Development to make this year’s event possible.


Focus on the Future

The popularity of BASC has the Post and Courier team excited for the future. Chief Opportunity and Marketing Officer Chris Zoeller said riders return year after year and bring more friends and family.

“BASC is unique not only for the full-service experience, but the riders coming together as a community for their common passion of cycling and adventure,” Zoeller said. “Our riders love to see new parts of our beautiful state. And beyond riding, they love sharing their ride with others over a beer, at a campsite, and with local entertainment. They’re like a second family.”

“I’ve become so attached to this event over the past few years and even more so to the tight-knit community surrounding it,” said BASC Director Alison Warburton. “We’re currently working on a long-term plan for BASC, as gravel and off-road rides are becoming more popular in recent years. We’re definitely on the right path and I’m looking forward to BASC 2023!” 

For more information about advertising and sponsorship opportunities, visit our BASC event page.

Importance of Newsletters For Your Business

“Sign up for our newsletter!” A phrase you hear quite often. But what are you signing up for? Depends on what site you are on and what that site may be offering to you. Have you ever wondered what exactly those businesses get from having a newsletter? Seriously. What’s in it for them?

The Post and Courier Newsletter Editor, Emily Daily, shares her insights and expertise in newsletters from her 15 years in media, marketing, and public relations.

 Leads to Clients 

Newsletters being sent to people that already have an established interest in the company or business. These leads come from website submissions, social media, and anytime a person reaches out to the company for more information. When a person signs up for a newsletter or offers their email address, this individual is considered a Marketing Qualified Lead (MQL) and is ready to learn more about your business. Now, you nurture your lead with follow up marketing emails, letting them know about special offers, information that only subscribers or MQLs would get to learn, and anything exciting that may be internally happening with your business.

“Not only is it important for marketing the business and sharing new product news or upcoming sales or events, but it’s also a way to connect with customers on a personal level. Many successful newsletters are written from a personal point-of-view, often from a business owner, CEO, or editor. This gives the readers a chance to feel like they have a true connection to the company.” 

– Newsletter Editor, Emily Daily 

Building Relationships

People want to feel like they are getting something from a newsletter. What information does your business offer that can be helpful to your target audience? What makes your business stand out? Offering knowledge and delivering it right to your lead’s inbox developing a personal connection that may otherwise have been lost. Newsletter Editor, Emily Daily, explains:

The advantage of a newsletter versus a typical marketing email is that companies can create an established group of readers who trust their brand and stay updated with their news on a consistent basis. Every time a reader opens a newsletter from that company, they know it won’t simply be a marketing push – it will have other content that interests them as well. Therefore, newsletters tend to have much higher open rates and click-through rates, especially when they’re sent out on a consistent basis.

If someone signs up to learn more from you, what will they be learning? Here are some options:

  • Awareness: New products or services? Perhaps a new team member! Let your audience know.
  • Expertise: What do you know that can help your audience? What resources do you offer? A guide? Article?
  • Promotion: What’s going on in your business? Having a sale? Special offer? Holidays are primetime to offer your loyal audience something special!
  • Coverage: Extra! Extra! Read all about it…in our newsletter! Compile a spot for readers, leads, clients to go to know about everything and anything that may apply to them. The Post and Courier often use this method with our niche newsletters – Breaking News, Sports, weather, climate change, food & dining, and so much more!  Instead of taking the time to search the website, we send you the links you want to know about it. A one-stop-shop of information!

Not Just Newsletters

A newsletter is not just an informative way to nurture leads and build client relationships. Newsletters are not only a great way to reach new audiences, but they are also a great way to advertise. Joining an established newsletter series can highly benefit your business. Each newsletter that The Post and Courier sends out has sponsorships. These are businesses advertising within a source that they know reaches their target audience and is a trustworthy, primetime, and amicable form of advertising.

“The benefits of being a sponsor for content like this are unique to broad appeal newsletters. The open rates will likely be higher percentages than general newsletters since the readers are specifically seeking out that content. This means they will also have higher trust in the content of the email. This makes your brand stand out even more.” – Marketing Coordinator, Michael Strong writing about Newsletter Sponsorships.

Adding newsletters and email marketing to your budget can significantly help you save in some areas while continuing to grow and nurture leads.

 

5 Events To Promote Your Business

What if we told you that your business can reach a whole new audience, gain quality leads, and be immersed in South Carolina excitement? With Post and Courier events, you can!

That’s exactly what events with Post and Courier can do for your business…and then some!

We had a successful year of events and are looking forward to an even stronger 2021. Your business has the opportunity to sponsor or participate in any and all events that come up.

A partnership through sponsorship or event participation could lead your business to…

  • 200,000 people+ will see your business from email alone
  • 7,000 attendees+, both in-person and virtual, will see your business
  • 4 million+website page views
  • 10 million+ views across platforms including social media and email

Listed below are events YOU can sponsor or participate in during 2021!

1. Kids Club Live! || February 2o, 2021 

Kids Club Live is the merging of Lowcountry Family Expo and Kids Club! The inaugural year of the Family Expo happened in February 2020 and was such a hit we had to bring it back! Check out last year’s line up here!  More than 2,500 people attended last year’s Family Expo! Kids Club was also a brainchild of 2020 that turned virtual amid COVID-19. More than 8,400 attendees and over 1,400 families tuned in for each event and received more than a million social media impressions! Kids Club and Lowcountry Family Expo were such hits, that we decided to merge the two family fun events into one big event!

Learn More About Kids Club Live! Here! 

 

2. Virtual Events || Any time! 

Have you heard of The Post and Courier Virtual Events? You can learn, dance, play Bingo, and even cook with us from the comfort of your own home! Over the last 6 months of virtual events, there have been a total of 4,860 registered users. With banners, social ads, email marketing, and other means of promotion, you’re reaching anywhere from 7,000 to over 16 million people while partnering with The Post and Courier to teach viewers and readers alike something new!

Learn More About Virtual Events Here!

3. Night At The Movies|| Next Event on January 23!

The pandemic has us missing heading to the movies with friends and families! A Night At The Movies is a great way to still experience the joy of movie-going. The dog-friendly events are socially distanced, COVID safety compliant, and for all ages that takes place in the Post and Courier parking lot in Downtown Charleston. Our recent movie nights have included food trucks and a photo booth (that your business can sponsor! Your logo on each picture taken!).

Learn More About Night At The Movies Here!

4. Bicycle Across South Carolina (BASC) || October 

Bicycle Across South Carolina (BASC) is a multi-day ride hosted by the Post and Courier. BASC takes participants off the road and onto the scenic trails of South Carolina. Riders will experience a unique opportunity to explore state parks, off-the-grid-trails, and engage with a community of like-minded enthusiasts. BASC kicked off its inaugural ride in September 2019. In 2020, we were lucky enough to celebrate year two with brand new routes for riders to experience a diverse look at South Carolina’s landscape!

We are actively working on BASC 2021. Make sure to sign up for the newsletter to stay up-to-date on the latest!

Learn More About BASC Here!

5. Steeplechase of Charleston || November 14, 2021 

Steeplechase of Charleston 2020 was an outstanding event with 2,500 attendees, 30+ vendors, and a long list of cherished sponsors. Racegoers were able to enjoy a socially distanced tailgate with their friends, shop local vendors, and watch an incredible docket of horse races right here in beautiful Charleston.

Learn More About Steeplechase of Charleston 2021 Here!

 

These 5 events are incredible opportunities for you to expand and immerse your business in the Palmetto State. Between the variants of these events and a multitude of other events such as We The Women, 12 Leaders To Watch, College of Charleston 250, and Pints and Politics, your business can partner with The Post and Courier and gain so much more than new business and quality leads.

Ready to find out? Learn more about sponsorships, contests, and other events! 

Highlights: Steeplechase of Charleston 2020

November 15, 2020, starts with sunshine and smog rolling over the hills of the Stono Ferry Racetrack. Clouds pushing through bringing soft rain throughout the morning as people trickle into place. The skies open up and give way to miraculous sunshine just in time for the races, leading to a gorgeous fall day at Steeplechase of Charleston.

With amazing sponsors and numerous tailgaters, Steeplechase of Charleston 2020 is one for the books.

The opening ceremonies kick off with a high note as Grammy award-winning artists Quiana Parler and Charlton Singleton from Ranky Tanky perform the National Anthem for Steeplechase of Charleston. All of which stream internationally on the National Steeplechase Association (NSA), Blood Horse, and Horse and Country TV! Click here to watch! 

As the riders begin to take off, Opening Ceremonies sponsor Hopkins Law Firm gave the first “Riders Up!” followed by Mark Peper of Peper Law Firm who also gave a “Riders Up!”

A Crowning Achievement!

Steeplechase of Charleston became the qualifier of NSA’s trainer and jockey of the year Hall of Fame

trainer,  Jonathan Sheppard, and jockey, Gerard Galligan, who both left with winnings from 4 out of 5 of the races, a total of $50,000 in purse money. Read more about the winners here.

Another big winner? James Schelb winning the first-place raffle prize, a trip to Haig Point on Daufuskie Island! Charlie Black coming in second-place winning the raffle prize of a unique equestrian bottle of Blanton’s Bourbon. The raffle overall raising $2,100 for Hollings Cancer Center. Fun for a good cause!

Vendor Village

Between the races, guests enjoy the opportunity to explore the vendor village. Whether it was holiday shopping for designer boots at Charleston Shoe Co., handmade jewelry from Georgia Jewels, or boutique handbags from Darling Clutch Co., the most extravagant gifts were found!

Then, come time for a recharge, guests stop for a snack at Flight food truck or nitro cold brew from Pourly Grounded Coffee.

A popular destination throughout the day: LuXe Mobile Cigar Lounge.  Guests found an immersive cigar experience and a moment to take in all of Steeplechase.

Enjoyed By All!

Even Southern Charm star Madison LeCroy and The Righteous Gemstones actor Danny McBride are spotted taking in all the excitement of Steeplechase 2020!

The volunteers and Steeplechase team pulled off a wonderful, safe event.

Thank You!

A huge thank you to all the vendors for providing both their time and their resources to enhance the Steeplechase experience. The day would not have been the same without these amazing businesses and organizations! View the full list of vendors and sponsors here.

 

How to Promote your Award-Winning Success

Charleston’s Choice is the community-based award that customers use to show love and support for their favorite local businesses.

The Charleston community nominates and votes for the top businesses in a variety of categories. Then, business owners highlight their honors and give their businesses the extra boost that awards can provide.

Here in Charleston, customers are always on the lookout for Charleston’s Choice honors, as it shows a business is the best of the best. And this goes for all types of awards any business might be recognized for. Let your community know you’ve been recognized through these branding and promotional strategies.

Are you a business owner that has been nominated? This is how you can boost your honor!

Brag in your email marketing

You’ll want to make sure that you’re bragging about your award everywhere you can. Emails are a great place for that. You can make specialized emails focused on your award. Or simply add in the honors to your existing communications.

If you have a regular newsletter, dedicate a special edition to announcing the honors. Make an event out of it and catch subscribers’ attention by detailing how and why you won.

What makes your customer relations the best in the business? Why is your business the top tourist hotspot? Awards carry prestige by nature. But customers want to know just why you’re the best.

This is also a good place to start incorporating the award logo into your branding. This would be temporary and wouldn’t be applicable in all branding locations, so there’s no need to rework your logo. So find the best way to pair your logo with the award branding and place that naturally in your emails. Have employees update their signatures to include that your business is an award winner.

Show off the award with pride

Take advantage of this time to promote your award in the digital and physical space. SEM campaigns can show web searchers that you are a business worth looking into. And traditional web page ads catch the attention of audiences in your area, if you are employing geomarketing capabilities.

Businesses with a customer-facing storefront will have an easy time showing off their award. On-location signage promotes your success to all potential customers or clients. 

But businesses located within a large office complex in their own suite don’t have the opportunity to flaunt as much. Local billboards are a good substitute and open you up for even greater reach.

If physical ads by the side of the highway aren’t your thing, you should at least be showing off your victory on your website and social media pages. Update your website’s hero image and fancy up your homepage for a few weeks to celebrate. Maybe even run a contest to show you want to celebrate with your customers, not just tell them how great you are.

Other benefits of winning awards

If you haven’t gotten your business entered into awards, consider the added benefits outside of attracting new business. The prestige of being an award-winning organization affects all aspects of business.

Awards can bring growth to your business internally as well. It’s not always about showing off the award to the public. Current staff will be able to take pride in the work they do and the company they belong to. It’s an opportunity for a great boost in company morale. So even just putting up the award logo around the office can have great effects.

The celebration events for the awards themselves can also be a great opportunity for employees of winning businesses. Award parties can be a place to network with other winning businesses and build new business relationships.

Our Charleston’s Choice celebration brings together local businesses and gives them a chance to show the community why they were selected for the top honors. Restaurants and beverage companies can share their award-winning creations with attendees.

There is always value in building your face-to-face engagement with your community. Event sponsorships can enable you to directly reach your community and professional peers. It is a great way to build your brand image.

Signs, advertisements and published announcements are the wide-reaching way to show off your accomplishment. But, an event sponsorship gives you a more intimate way to connect with potential customers or partners.

Finally, it should go without saying that a little time to unwind does wonders for everyone.