Leveraging Athlete & Sports Affiliations

Case Study

Joanie & Hannaford Partnership

Put an Iconic athlete together with a company that has a core commitment to health and nutrition, galvanize the athlete’s fan base, create people to people inspiration with compelling health stories, bring those stories a live with events and social media and watch it grow. These are some of the core elements that have created a first year success of There Is No Finish Line.


Hannaford – Partnership with Athlete to help propel leadership position of Food & Fitness platform to New England consumers

Athlete: Joan Benoit Samuelson – Women’s Marathon Gold Medalist 1984

Three key New England markets – Portland, Albany, Manchester

360 approach with Social Media, Event activation, and PR coverage

• Pro Athlete generates “People to People Inspiration” with compelling stories of people turning around their health & fitness

Build co-brand partnerships to extendthe messaging… Running Clubs & Nike Retailers

What Worked for the Client:

Athlete Commitment - Joanie’s commitment at all levels from her event participation to her social media posting directly impacted the success of TINFL.

Dynamic Content - Inspirational theme created by people to people stories and high frequency posting each week with TINFL photos, story submissions, video and Joanie postings.

Health & Fitness Messaging - Linking the Inspirational stories to consistent reinforcement of nutrition and fitness at all levels of the program

Athlete Accessible - Creating a night of celebration of Inspiration and local TINFL heroes anchored by Joanie’s hosting the heroes and the premiere of Nike’s documentary There Is No Finish Line.

Social Media, TV & Print Coverage for TINFL:

500,000 estimated on-line impression generated from TINFL Joan Samuelson Benoit’s Facebook coverage.
-Video - (11) Food & Fitness Features with Joanie
-Video - (1) Joanie Call to action :60 promos
-Video - (3) TINFL Finalists Presentation & Film Premiere
-Video - (3) TINFL Stories from Training Day
-Video - (5 ) TINFL Final Stories
-Athlete - 45 Postings
-Pictures - 65 Postings
-Stories - 16 Postings

TV Coverage in 3 Markets:

-WGME CBS - Segment
-WMTW ABC - Segment
-WYNN - Segment
-WTEN - Albany Advance & Day of Coverage
-WTNYT - Albany Advance & Day of Coverage
-WMUR - Manchester Advance & Day of Coverage

Print & Blog Coverage in 3 Markets:

-New Hampshire Union Leader
-Portland Daily Sun
-Albany Time Union
-Portland Press Herald/MaineToday

Alliance & Social Media

-Maine Running
-Fleet Feet
-Runners Ally
-Running Escapades
-Happy Fit Mama
-Traveling Companions
-Maine Track Club
-USA Track and Field Adirondack
-Hudson Mohawk Road Runners
-Adirondack Athletic Club
-Times Union Running Blog
-Team Utopia
-Willow Street Athletic Club
-Millennium Running
-Coastal Athletic Association
-Rochester Runners

Rory Strunk - rory@globalcontentpartners.com
c: 1.617.510.0546 o: 1.207.899.1730
30 Danforth St. Suite 216
Portland, ME 04101

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