Overview:
In September of 2013 TriggerPoint was invited to be a major sponsor of the breast cancer detection awareness charity and tour called Barbells For Boobs.The charity consisted of a multi-city tour in which the organization raised funds and awareness by inviting CrossFit affiliates and athletes to participate in a workout known as ‘Grace’. With short notice I collaborated with our marketing department to develop a mini campaign to support our presence at the events along donating a portion of the sales made from our new pink GRID foam roller. Per TriggerPoint’s go-to marketing strategy I would need to provide collateral that would include product use instructions in order to connect with the CrossFit crowd.
Process:
With less than a few weeks before we need to provide marketing materials to the event organizers I sketched out the art direction of the various materials we’d need to maximize our partnership with Barbells For Boobs and our presence at the events during the month of October. In addition to the print materials - I directed/shot and edited three short videos that would live on a simple online landing page dedicated to the promotion. The marketing handouts would feature mobility techniques using the GRID that were specific to the workout event attendees would perform.
Outcome:
Getting short notice to produce graphic design and marketing materials is a fairly common occurrence, however this particular occasion was the first opportunity I’d been given to lead and manage the entire process of ideation, production and execution. I enjoyed assisting our new marketing director and guiding my new graphic designer through the development of a simple promotion that I knew, as an experienced CrossFitter, would speak to the demographic. The partnership went very well as we able to support a very important cause as well as continue to solidify our connection to the CrossFit community.
