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 communication strategy we were able to generate a 38% increase in attendance in the second year.