The Strategy

 

To deepen our footprint in the Lafayette, Indiana market, we launched Dino Dash, a high-energy community race held during the city’s annual "Mosey Down Main" event in June. My goal was to move the brand beyond traditional advertising by creating an experiential touchpoint that was impossible to ignore.

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The Impact

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• Hyper-Local Engagement: By partnering with local businesses and non-profits, we transformed a simple race into a celebrated annual staple that the community now requests by name.

• Strategic Purpose: The event serves a triple-bottom-line: raising critical funds for local non-profits, creating authentic brand awareness in a fun, approachable way, and opening direct, low-pressure channels for business-to-business relationship building.

• Sustainability: After three years, the Dino Dash has evolved from a launch campaign into a self-sustaining community pillar, consistently positioning the bank as a vital, active participant in the city's culture.