VCU Health Richmond Marathon

The Challenge: As the new title sponsor in a competitive healthcare landscape, VCU Health needed to move beyond logo placement to humanize its brand and drive measurable regional market share.

The Strategy: I spearheaded an integrated marketing campaign that focused on the "grit" of the human experience. By featuring a diverse cross-section of the Richmond community—including VCU Health’s own clinical staff—we successfully aligned the brand with resilience and wellness, rather than just clinical care.

The Impact: Leveraged the marquee sponsorship to drive a significant lift in brand awareness and regional market share, by transforming participant stories into a physical brand monument, coupled with a high-end recovery lounge for post-race celebration.