Case Study: Gasparilla Distance Classic Association
Business Goal: The Gasparilla Distance Classic Association, the group responsible for administering Publix Super Markets Gasparilla Distance Classic Race Weekend in Tampa, set an objective to increase its runner base by at least 6,000 runners by the 2010 Race Weekend. Having successfully utilized traditional media such as billboard, print and web marketing in the past, they decided to expand their reach and connection with their target market through the use of new media, specifically Facebook and Twitter.
Solution: After a thorough analysis of their target demographic and the ability to reach that audience through new media, Visual Alliance Media created a Facebook Fan Page and Twitter Account that not only provide access to additional runners, but would also create a forum for interaction and information sharing by and between runners worldwide.
Outcome: In less than two months of going live, the Facebook Fan Page and Twitter Account have garnered considerable attention and have prompted interaction with Gasparilla Distance Classic Association's audience. The fan and follower base, respectively, have grown steadily and the platforms have met with the vision of not only providing one more way for the group to connect to their audience, but also have become a "meeting place" for runners around the world.
