How We Rebuilt the Malibu Half Marathon

By Peter Abraham on January 27, 2017

Last summer I started working with Erica MacVittie to reinvent the Malibu Half Marathon. Erica and her husband David had purchased the event and relaunched it with a new ownership group. The event had been around for seven years, but it had never achieved critical mass. Although the route, along the ocean on Pacific Coast Highway, was beautiful, the runner experience, sponsors, and marketing hadn’t kept up with best practices. Erica hired me to increase participation, and to do that I chose to rebrand the event, get the marketing in shape, and secure new brand partners.

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Topics: malibu marathon, branding, running, peter abraham, experiential marketing

How to Market Your Brand in a Post-Advertising World

By Phat X. Chiem on December 7, 2016

Traditional marketing is dead. Gone are the days of brand building through ubiquitous TV advertising, billboards and Web banners. Consumers are now much more demanding in terms how they allow brands to interact with them. They don't want to be merely marketed to. They want to be entertained, educated, informed, and exhiliarated by the brands that touch their lives.

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Topics: running, content marketing, peter abraham, experiential marketing, storytelling, community, brand building

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StoryCraft was founded in 2015 with the belief that the greatest brands of the 21st century will be those with a powerful story to tell. We partner with businesses and organizations to discover and promote their best stories.

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