Run for the Dream

Achievable Dream

The Challenge
The Achievable Dream Academies in Newport News and Virginia Beach are a unique concept school for underserved children in the community. The schools are a private-public partnership between the city school boards and Achievable Dream. This concept serves at-risk children and is a special model that offers a social and moral focus around an education curriculum. Since the school requires private funding, BRITE was hired to market their Run for the Dream race, a weekend event in Williamsburg, Virginia.

The Solution
Acknowledging that every non-profit is aggressively promoting events year-round, BRITE created a brand that leveraged the beauty of historic Williamsburg, the joy of running and the elation from participating and contributing to such a worthy cause – The campaign Run. For the dream. Brite also created a strategic communications plan to target both locals and out of market participants. BRITE even completed a grant process with the Virginia Tourism Corporation on behalf of the organization to help fund part of the media dollars

Results

  • Together with the Achievable Dream staff’s efforts and our communications strategy we were able to generate a 38% increase in attendance the first year.

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