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Wednesday, April 23, 2014
on marketing some thoughts

It began as a simple logo design and branding project for a Nashville non-profit.

Through professional connections, Ten Fast Feet learned that Prevent Child Abuse Tennessee (PCAT) was considering a rework of their logo for its annual Snowflake 5K run, the largest fundraiser event of the year for the non-profit organization.

The run, held in mid-December, attracts competitive runners from across the region. But it’s also a relaxing, scenic run, with prizes given for participants who come with their pets — some even in costume.

Ten Fast Feet accounts director Dylan Mullins reached out to PCAT executive director Carla Snodgrass in the fall about the potential rebranding opportunity.

"When our discovery team met with PCAT, we knew immediately that they had a deep, personal passion for their cause," Mullins said. "It was a very revealing first meeting. They’re enlivened people, and have a great network of volunteers and donors behind them."

Out of that initial meeting came an agreement — Ten Fast Feet would design a new logo system for the Snowflake 5K as a way of giving back to the community.

The logo designed incorporated some elements from PCAT’s logo, custom typography work, and seasonal elements.

"The new branding was fresh," Snodgrass said. "I could tell they were excited about helping us rework our branding."

The new logo for the event was displayed on the PCAT website, in email campaigns to volunteers and donors, on signage at the event, as well as on participants’ free t-shirts.

"We gave away a lot of shirts to participants of the event — more than 300. We got a lot of positive feedback on the shirts," Snodgrass said. "It was a really sharp look for us."

But the project didn’t end there. As a need for additional sponsors was brought to attention, Mullins reached out to several clients of Ten Fast Feet to see if they would be interested in sponsoring the event.

"Nashville has an oft-overlooked startup community," said Mullins. "Local startups are looking to similar organizations as PCAT to give them these types of affordable sponsorship opportunities, and be a visible part of the community."

Two clients — GreenPal and yuloop.com — jumped at the opportunity.

"Both GreenPal and yuloop are companies that call Nashville home," Mullins said. "It was nice to see these two organizations invest time and money into the race by participating in the run and being sponsors."

Representatives from GreenPal joined several volunteers from the Ten Fast Feet team to help out on the day of the event. Others participated in the run itself. GreenPal — an application that connects homeowners with lawn care professionals — also used the opportunity to promote their new web service with branded lawn signs placed throughout the race’s course.

"We’re hoping for a long-term relationship with both startups," Snodgrass said.

The partnership with Ten Fast Feet, meanwhile, will continue through 2013, with several new project opportunities now in planning.

"They were easy to work with," Snodgrass said of the Ten Fast Feet team. "They gave us the edgy, renewed look we were searching for."

For more information about PCAT, visit pcat.org or follow @PCATennessee on Twitter and Prevent Child Abuse Tennessee on Facebook.

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