Luke Humphrey Running: UX Refresh and Integrated Marketing Campaign
See how we helped a 20-year old coaching company rebuild its conversion funnels and drive 507% growth in traffic to key products.
About Project
Luke Humphrey Running is a marathon and half-marathon coaching group that sells run coaching services, online membership subscriptions, and digital marathon training plans. Founded by former Hansons-Brooks Distance Project runner Luke Humphrey, the group celebrates its 20-year anniversary in 2026.
Luke reached out to Intent+Method Marketing for help with recruiting more coaching clients and selling more memberships and training plans.
At the time, the group’s website had accumulated an overwhelming number of pages, product links, sales messages, and customer service footnotes—a problem the team recognized and had been meaning to address for some time.
Before we could begin promoting the brand, we revisited the brand position and key value propositions, then simplified its website to create clear paths for users to begin a relationship with the brand.
Our Role
Brand Development
We started work in January. Over 90 days, we worked with Luke and his team to prepare the company’s brand assets for a 90-day integrated marketing campaign running March-June.
Our first goal was to clarify the brand messaging by answering the question, “What does Luke Humphrey Running promise to do for committed runners?” Working with the staff of coaches, we identified five key audiences. Here’s one example for the company’s digital training plans product group:
For runners who want the best training plans, we offer 250+ training plans from 5K to marathon, all featuring the proven, high-performance training approach pioneered by the Hansons-Brooks Distance Project. We’ve optimized every plan, drawing from 20 years of experience coaching runners of all abilities and ages. Buy our training plans to stay healthy, start confident, and finish strong.
Next, we crafted three new brand stories, drawing from the company’s legacy with the legendary Hansons-Brooks Distance Project:
Armed with these new brand promises, we developed key selling points for the coaching group’s 5 key products: personal coaching, Team LHR membership, training plans, free community, and the free newsletter.
Key Landing Pages
We needed to streamline the group’s website. By reducing the overwhelming number of choices and distracting messages on the site’s key landing pages and nav menu, we helped runners find the 5 key products and focus on the key selling points. We wireframed the key landing pages, provided all copy, suggested imagery, and provided SEO.
Go to Market
After two months of extensive brand development work, it was time to go to market!
In March, we created and launched a comprehensive and coordinated marketing campaign which included advertising, email marketing, and organic social media.
Advertising
Social media advertising and Google Ads campaigns introduced new audiences to Luke Humphrey Running, inspiring them to consider the company for their marathon and half-marathon training needs. These campaigns included prospecting, retargeting, and promotions for existing customers, all intended to move runners through the conversion funnel toward higher customer value.
Email Marketing
For new newsletter subscribers, we crafted a 5-part email marketing journey to introduce the company and its key products, all while offering real value through smart marathon training articles and guides like Luke Humphrey’s popular marathon pace and nutrition calculators. We created the email series wireframe, selected the content, wrote the copy, and prepared the imagery. Then we built and launched the series in Mailchimp, monitoring the performance of each email in the series to look for opportunities to strengthen open and click rates.
We also developed an email newsletter calendar including six, bimonthly newsletters. Each newsletter was themed and included six content modules to guide and inspire Luke Humphrey’s passionate sports audience. To help Luke’s team get started, we provided ready-to-use copy for the first two newsletters.
Social Media
We provided organic social media strategies for Reddit, Facebook, and Instagram, guiding Luke’s team on goals, post frequency, and content themes. To help the team practice executing these new strategies, we provided 50 post concepts in 6 topic areas.
Lasting Assets
By preparing for the marketing campaign, Intent+Method Marketing created long-lasting digital marketing assets that will work for Luke Humphrey Running for years.
Video Assets
For example, the below video is one of three we developed with our video editors to promote the brand, coaching services, and training plans. As we do for many of our clients, we developed three videos, all with unique themes and messages, in three aspects each: horizontal, vertical, and square for maximum versatility on social media and in ad campaigns.
The Luke Humphrey Running home page before the UX redesign.
The Training Plans page before the UX redesign.
After our UX work, the Training Plans page became more visual, more scannable, and focused on features and benefits for a variety of customer personas.
After our UX work, the Home Page helped guide users toward solutions to their marathon and running needs.
Callbacks to Luke Humphrey’s pedigree as a world-class runner and coach with 20 years experience.
Online ads in sync with new brand messaging.
Ads made clear promises to the consumer.
Promotions included Team LHR, the platform’s online membership community.
We made LHR’s coaches relatable and accessible to runners.
Featuring elite runner Zach Panning, one of LHR’s coaches.
9,384%
Growth in Brand Impressions
The integrated marketing campaign coordinated search, social, and email promotional channels, driving brand awareness.
507%
Growth in Key Landing Page Pageviews
By focusing on the 5 key products and services, our efforts helped drive customers to the right place at the right time.
323%
Growth in Visits from Social Media
Just posting a lot doesn’t work. Brands can achieve long-term relevance and build real relationships with purposeful social media that provides real value.
50%
Growth in Organic Landing Page Views
Simple tweaks to site navigation and internal linking helped direct runners around the site to consider higher-value engagements with the company.
24%
Growth in Email Clickthrough Rate
Content Creation and SEO: We updated 30+ pieces of existing content and did search engine optimization with a focus on local keywords.
12.7%
Growth in Traffic from Search
An integrated content marketing campaign—including search engine marketing and paid advertising on search engine and social media—is driving qualified leads into key landing pages on the site.
Ready for Something New?
Let’s explore the possibilities!