Hillgrove Cross Country Plan and Brand

Deandre Gray and Benjamin Saunders

Research Problem:

The research issue is awareness, next to nobody is really aware of all the great things that Cross
Country does and all the things they achieve.

Research Yields:
The research indicates that the majority (57%) of the student body is either nearly
or completely unaware of the Cross Country team while the overwhelming majority
(82%) of the student body has never attended a cross country event.

Solutions:
The findings of the Research indicate that people do not participate in Cross
Country events simply because they do not know about the events not because
of a prevailing dislike of the sport. To increase the student body’s participation
with the team we simply need to market the events of the team.

Smart Goal:
Increase awareness of the Cross Country team among the student body by
fifty percent by the end of the 2023 season, based on the original survey.
Primary research
Logos
Team Colors

Grey Crimson White

#8F8383 #A43535 #FDFDFD

#FDFDFD
Typography
Open Sans
Filters

INK 100% latte 50% Bail 100%

Voice, and Tone
Voice:

The Voice of the marketing is going to be very encouraging and energetic.

Tone:

The tone will be similar to the voice, with it being centered around being
upbeat, encouraging and fun.
Slogan:

RUN THE DISTANCE

Chase the Dream

Sample Social Media Post
In-School Print Ads
Social Media Post
In School Promotional Activities:
Announcement Schedules: Additional Service:

We plan to center our announcements on the
two biggest events of cross country’s season,
their regional and their state. We plan to make
the announcements of the events two weeks
before hand and make as many
announcements on the morning news and
afternoon intercom as possible in that time
frame.
In School Fan Engagement Event:
TBD, the coach wants to tailor the event
specifically to the cross country meet that it is
promoting.
The additional service that we will offer are
Fatheads, the fat heads will be offered for the
two most important events of the cross
country season.
Weekly Service:
We are going to make weekly social media
post highlighting a “Runner of the Week”, in
an attempt to make people more aware of
who is running and what they are achieving.
Schedule