Our strategy helped lead to a record 3,841 registrations for the 2019 race
Strategy & Positioning
We began by leading 20+ key volunteers through an analysis of their competition and a discovery process to identify their own race’s key characteristics. We combined these insights with our own research to create a unique market position that leveraged the race’s strengths — a community-run event that benefited the community.
Our logo captured Portland in the fall, with allusions to the race’s start/finish in Portland’s coastal Back Cove neighborhood and pops of fall foliage. We paired it with typography that was reminiscent of classic Maine road signs without it feeling dated or derivative.
We wanted the race’s digital experience to reflect its actual experience. Visually captivating footage showed racers on the scenic course. Intuitive navigation made the site as well organized as volunteers made the race itself. And content highlighted inspiring charities the race supported.
Designed and deployed with Mail on the Mark, we coordinated a comprehensive email strategy that kept runners engaged and informed. Email became a primary channel for communicating race details, and each newsletter and update saw a corresponding spike in registration.
Email marketing drove registrations
Collateral and Reports
We implemented our updated design and branding in race medals, clothing, signage and other promotional material. This included reports on the race’s positive impact on the environment, economy and charities, which helped attract new sponsors and support.