At Pacers Running, Elyse Braner, Director of People + Culture and Community Marketing, and Sam Burmester, Community Lead, have been pioneering best-in-class community engagement and outreach work that addresses inclusion and access in running and fostering authentic and impactful relationships between brands and local communities. They are joined by Altra’s Tom Taylor, Senior Manager, Go to Marketing and Retail Marketing, and FitDC’s Jason Millison, Deputy Director of Public Engagement & Strategy for the DC Dept of Parks and Recreation, to discuss their collaborative work identifying, planning, and executing innovative community engagement and outreach.

Key Takeaways:

• New and innovative approaches to community activations such as community partnership runs, community impact events, and community and staff educational activations. Examples are provided including partnerships with Juneteenth Marathon and FitDC, and a multisite, weeklong activation with Altra running.
• Keys to success in meaningful partnerships including Integrated approaches to marketing and promotion, shared vision/values/goals, clearly defined reciprocal benefits, committed key contact/champion and community personnel.
• Outcomes and Impacts of partnerships including data and reflection on increased and diversified participation, brand loyalty and exposure, direct touchpoints with consumers resulting in market share lift, and direct community impact through hands-on volunteering and education.