01

Project Overview

Building a Recognizable Brand for an Annual Foster Care Fundraiser

Joy Meadows organizes the Joy Run, an annual mud/obstacle race designed to raise awareness for the foster care system and generate financial support for families impacted by foster care. While the event was gaining traction, the organizers needed a strong brand and digital marketing strategy to increase registrations and broaden brand awareness for future years.

Without a consistent visual identity or targeted marketing approach, the event’s reach was limited, and potential participants—especially those outside of Joy Meadows’ existing network—weren’t fully engaged.

Joy Run Branding and Annual Digital Marketing Campaign

CLIENT

Joy Meadows, Justin Oberndorfer

LOCATION

Kansas City

Non-Profit, Foster Care Awareness, Fundraising

CATEGORY

02

What We Did

Brand Development

Annual Campaign Visual Identity

Digital Marketing

03

The Solution

Our approach focused on brand recognition, engaging storytelling, and a scalable digital presence to drive participation and long-term growth.

Brand Development

  • Logo Design: In year one, we created a bold, recognizable logo designed to last for future runs, ensuring year-over-year brand consistency.

  • Evolving Visuals: While the logo remains central, each year we craft fresh campaign graphics to keep the event exciting and engaging.

  • Storytelling for Digital Marketing: We developed a campaign narrative that speaks to two core audiences:

    • The CrossFit and fitness community, drawn to the challenge and physical endurance of the race.

    • The cause-driven audience, motivated by supporting foster care initiatives.

Website & Digital Marketing

  • Squarespace Landing Page: Each year, we build an intuitive, mobile-friendly campaign page to provide event details and facilitate easy registration.

  • Social Media Strategy: Engaging visuals, countdown posts, and participant highlights help spread awareness and build excitement leading up to race day.

  • Google Ads Campaigns: Targeted advertising expands reach, bringing in new participants and increasing conversions.

05

Outcome

Through strategic branding and digital promotion, the Joy Run continues to grow each year:

Consistent Increase in Registrations: Each year has seen more participants join the event.

Strong Brand Recognition: The Joy Run logo is now an iconic part of the event, recognized on shirts, banners, and marketing materials.

High Engagement: Social media engagement and word-of-mouth continue to expand awareness beyond Joy Meadows’ core audience.

Community Favorite: The event T-shirts, featuring the branded graphics, have become a must-have item that participants love to wear long after race day.

06

Take Their Word for It

5Five took our vision for the Joy Run and turned it into a thriving annual event. Their strategic branding and fresh campaign graphics each year keep the run exciting and engaging. Thanks to their expertise in digital marketing, we've seen a steady increase in registrations and broader awareness for our mission.

- Justin Oberndorfer, Joy Meadows

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