A New Race In Town

Case Study

There's A New Race In Town

When Susan Briggs was inspired to start a new half marathon in San Diego dedicated to giving back to the community, she knew she needed brand and marketing expertise to help bring her vision to life.

Client

San Diego Half Marathon

Website

https://sdhalfmarathon.com/

Services

Fractional Director of Marketing
Brand strategy
Brand launch
Marketing communications

The Origin Story

The San Diego Half Marathon (SDHM) was founded in 2011 as a nonprofit organization, dedicated to providing premier events that celebrate the beauty and uniqueness of San Diego, while raising money to help its communities.

As with any new organization, SDHM needed brand strategy and marketing services starting from scratch. That’s where Rachel K Group came in.

The Work

We worked with our network of designers, printers, and other vendors to create an entire marketing package for the new business.

Services included:

Created brand identity, including logo and style guide
Developed a website (and wrote all the content)
Captured beautiful images to be used on all marketing materials, including the website
Produced a promo video and separate highlights video
Designed printed materials including business cards, rave cards, posters, flyers and more
Developed a social media strategy and managed the daily content on both Facebook and Twitter
Designed and sourced premium items such a promotional t-shirts, backpacks and more
Created an event kit for use at race expos including tablecloths, table top signage, fabric wall and pull up banners
Designed all race signage used at the Expo, on the course and finish area
Wrote and developed bi-monthly eNewsletter

We also served as the fractional Director of Marketing for 9 years, working with internal and external vendors, advertising partners, nonprofits, and more to help tell our story and promote our organization and event.

The Results

In the first year, the race was a raving success with over 6,000+ runners between the half marathon and 5K distances, an audience of over 3,500 Facebook fans, and eNewsletter open rate of over 50% with a click thru rate of over 7%.

The race continued for 11 years and was consistently rate as one of the favorite half marathoners in the country. Recently, the founders sold the race to InMotion but its popularity lives on through its brand.

Testimonial

“Rachel was instrumental in providing timely and quality brand strategy, marketing, and customer relationship services. She was a critical extension of our team and an incredible asset for our success!”