BUILDING SUPPORT FROM THE INSIDE OUT
We took a grassroots approach to build support and interest in the MN Major. By setting up informational stations at biking events and on popular bike destinations like Minneapolis’ Chain of Lakes and the Grand Rounds Scenic Byway, we engaged directly with our audience where they’re most active and interested in talking about ideas they can get behind—like a family-friendly cycling event that raises money for families in need.
Staying true to the grassroots strategy, we managed all social media through Ryan Dungey and our partners Target, Skullcandy and St. Jude. We focused messaging on St. Jude’s library of inspirational stories, the selfless work of the hospital itself and the culture of bicycling.