Go! St. Louis

BRAND ASSESSMENT

How does a well-established marathon get the whole community moving?

RESEARCH OBJECTIVE

The St. Louis Marathon and Family Fitness Weekend® wanted to identify how to build a more powerful profile, increase numbers of participants, engage additional types of sponsors and identify new ways to contribute to community wellness on a year-round basis.

KEY INSIGHTS

The word “marathon” intimidated many whose exercise programs were less amibitious. With seven weekend events for people of all ages and athletic abilities, it was more than just a marathon.

HOW GO! ST. LOUIS USED THE INSIGHTS

The name “GO! St. Louis” with a tagline “Inspiring Fitness One Step at a Time” was adopted to better reflect a broader, more inclusive vision for a healthy region.

WHAT WE DID

AHC Consulting (Allison Collinger, Principal) teamed with us in a dynamic, interactive focus group planning process that solicited thinking from community experts in fitness, marketing and philanthropy, as well as St. Louis City and County parents of elementary-aged children. The research focused on how the St. Louis Marathon and Family Fitness Weekend could expand its reach and broaden its relevance.