CASE STUDY The Madison Marathon - Montana PROJECTS Corporate Identity Brand Development Marketing Materials Website Development Photography MARKET SEGMENT Endurance Athletes THE EVENT Sam Korsmoe, Economic Development Director for Madison County, had an idea he believed in— develop and promote a high-altitude road marathon in Southwestern Montana. The event would take place on the Gravelly Range Road which runs through the scenic Beaverhead National Forest and rises to almost 9,600 feet above sea level, making it the highest road marathon in the United States. THE CHALLENGE Generate awareness and increase the number of participants at the event. To set this race apart we needed to zero in on the strongest selling point of the marathon—its elevation. Because the race is situated in such a remote location we needed to provide the viewer with strong visuals that would highlight the unique characteristics of the race and entice runners of various levels to travel to this part of Montana that's off the beaten path. Unlike most marathons, the appeal of this event is actually twofold. Not only is it the highest road marathon in the country, but it's also located in one of the most scenic national forests in the state of Montana. We knew these two factors would provide the incentive for athletes to make the journey to participate in this one of a kind event. THE SOLUTION The Madison Marathon was approaching its third year but still had no real identity. There were no strong brand elements in place to give potential runners a sense of what the race was all about. We began the project by developing a new identity along with the tag line 'Run Yourself Ragged'. The typeface we used for the logo and marketing materials was a distressed font that mirrored the ruggedness of the terrain along the course. We felt the tag line summed up the way a participant might feel after completing the event. The combination of these two elements would provide the initial clues as to the real nature of this high-altitude marathon. The remaining design elements focused on the maximum elevation the runners would reach during the race. The weather-beaten national forest sign that indicates the highest point along the course became an important graphic for both the website and the printed collateral. RESULTS/ TESTIMONIAL "This year runners came from as far away as California to compete in the race and our entries nearly doubled for the event. I Spy Design saw the creative potential and had the vision to lead us down the right path. It was a collaboration that really worked. The energy, vision and creativity were the right ingredients that helped to completely transform our marketing efforts into an identity and brand that I can use for years to come. Looking ahead I believe the Madison Marathon will be one of the most popular marathons in the country among boutique runners." "As Economic Developer for West Yellowstone I’m beginning a new venture called the Yellowstone Studies Center. This is a research and education project that has incredible potential. I Spy Design will be the company I hire to build the website and develop the necessary marketing materials to promote this new educational center." - Sam Korsmoe, Executive Director of the Madison County Economic Development Council Top : Home DESIGN ELEMENTS Identity Design Website Design In 2010 the Madison Marathon website won a Gold Addy Award for interactive media/consumer website design. Promotional Materials - Bumper Stickers Marketing Materials - Event Posters Location Photography - Gravelly Range, Montana Whether you're a runner or a photographer this event has some of the best scenery within the state of Montana. We look forward to this race every year because it provides us with some great photo opportunities. From a visual perspective it doesn't get any better than this. The race runs along the backbone of the Gravelly Range via the aptly named Gravelly Range Road, and it truly is a breathtaking course. Runners who are used to competing at lower elevations are in for a real treat when they run the Madison Marathon. Photo galleries on the Madison Marathon website are filled with beautiful landscapes as well as photos of the runners as they tackle the course. Race Day Photography Taking pictures of all the runners as they summit the highest point on the Madison Marathon course is an important part of the event. For many of them this really is an accomplishment and we love to be there providing encouragement and support as they continue on their personal journeys. Top : Home