"As you work your way through the Cap10K course, our photographers will be there to capture your biggest smile. AND you can smile even bigger knowing these photos are free and will be delivered right to you after the race! Share on social media or send to your loved ones." This was the message sent to the participants of the Statesman Cap10K from The Greater Texas Credit Union who was the photography sponsor for 2023. Read more about how an "out-of-the box, non-traditional marketing program far exceeded expectations."
In Austin, GTCU's presence in the market can be attributed to visibility and branding, some of which include billboards. Since marketing is an important focus of their business, GTCU felt it would be the perfect opportunity to offer a permanent "billboard" of sorts on the photo of each CAP10K participant. The opportunity provided free photos to the participants and a effective marketing tool for the Greater Texas Credit Union.
Coupled with signage along the course, ads promoting free photos, ads in the race guide and social media, Cap10K was able to drive not only the sponsors' brand, but the impact and results of deliverables, which were higher than expected.
The Vice President of Marketing for Greater Texas Credit Union, Sidney Henderson, stated,
"The value of the sponsorship far exceeded our expectations. There were 1,675,474 images viewed by the participants who saw the creative branding of GTCU. 88,476 free images were uploaded. 84,591 images were tagged. It was an excellent out-of-the box, non-traditional marketing program. We look forward to working with them again."
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