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MetroPCS makes a good call


Marathon 12/13/09

MetroPCS Dallas White Rock Marathon presented by NexBank is the new name of the event that benefits the Texas Scottish Rite Hospital for Children, as MetroPCS has filled the gap left by Wellstone Communities since it bowed out of its 5 year agreement. Participants this year are estimated to near 20,000 runners including the Marathon, Half Marathon, 5 Person Relay, VIP Marathon, and VIP Half Marathon.

While the event is well known in the running community, the awareness level of the impact this event has on the community is not as well known. The business of the event will draw 150,000 attendees with entertainment of over 40 bands, and is the primary fundraiser for Texas Scottish Rite Hospital for Children. There are a number of revenue streams for the cause which helps 15000 kids a year including entry fees, sponsoring individual runners, and sales of sponsorships. Other major sponsors include NexBank, law firm Munsch Hardt Kopf & Harr, NB (New Balance) shoes, SMU Cox, Behringer Harvard, Baylor Sportscare, and Cooper Complete.

What was a good call by Wellstone in getting out of the sponsorship was a better call for MetroPCS getting in on the title sponsorship of this event because of the scope of the assumptions aligning common interests of participants and attendees. Specifically, the demographics of those participants, attendees, and news followers of the event become broad locally, regionally, and Nationally for the growing MetroPCS. Conversely, Wellstone was reaching too many of the wrong people to make any impression of importance.

I understand the perception of added revenue for the event but I think its a marketing mistake to include Nexbank as a suffix in the name as it diminishes the branding for all.  Its such a mouthful it won't catch on as something people call it instinctively, its too long for headlines, or simply, it is contrary to good branding.  Why NexBank continues to choose to be an afterthought of a tagline remains a mystery to me. As the saying goes “Is you is or is you ain’t?”