Branding A Bike Race
The big Borough of Pottstown, Pennsylvania has been undergoing something of a rebirth for the past several years and Virtual Farm Creative has been advocating new directions by teaming up with movers and shakers making positive progress.
We’ve been in on the ground floor of some exciting events that are starting to turn Pottstown around but one event started without us… VFC was approached to rebrand and help promote the Pottstown Bike Race, a first-class cycling event with an unfocused marketing effort.
In every event we promote for the Borough of Pottstown we try to tie the town into the event personality and, with the bike race, we also had to communicate that this is a first-class cycling event with points and prizes! Still, there are opportunities for first-timers, kids and, of course, spectators. Blending all of those messages into one palatable image yielded a unique brand that can grow and evolve with the event.
Creating an Internet presence for the event that has a lot of moving parts– including explaining what it’s all about to cycling neophytes, promoting schedules, registration information and sponsorship–required extreme simplification.The organized site has all the information clearly and cleanly presented and is a clearing house for an active social media effort.
Scalable from large format posters hung throughout the region to palm cards distributed at similar events, the custom illustration ties the event, the community, history and the brand all together. Simple but memorable in a unique style that can evolve with the event, the custom illustration can be repurposed for multiple marketing needs.
An event like the Pottstown Bike Race can generate a lot of content and VFC is adept at developing compelling editorial that communicates valuable information across social channels. We blend branding and information to create compelling stories that engage audiences and employ strategic plans to schedule posts for maximum reach.