Girls on the Run of Greater Knoxville

Squeeze out toothpaste from the tube. Try to put it back in. Just like gossip, once it’s out—it’s out. This is an example of one of the many valuable lessons taught in the Girls on the Run of Greater Knoxville curriculum. The nonprofit organization inspires girls third through eighth grades to be joyful, healthy, and confident using dynamic interactive lessons and running games. At the end of a program, the girls are physically and mentally able to realize their limitless potential and run a 5k.

Since 2005, the nonprofit has reached thousands of girls in East Tennessee. However, its reach plateaued early on due to lack of resources. GOTR had a chicken or egg situation. It couldn’t grow because it lacked resources and lacked resources because it couldn’t grow. The organization partnered with Elm to expand its support while extending its reach.

At Elm, we were very excited to work with GOTR toward its goal of a boosted image and visibility because we personally connected with the mission of using running as a vehicle for healthy and confident living. Our work began with a redesign of the outdated website which brought it within branding guidelines while enhancing the uniqueness of the council. The new responsive website uses vibrant colors and imagery that communicates the energy of the program. First person accounts of the GOTR experience highlight its profound impact on our local youth. Buttons on the main page make it easy for visitors to view and register for events, donate, or volunteer. A customized footer with an illustration of a running path and the Smokey Mountains adds an extra touch of “east Tennessee.”

Elm also developed advertising materials including a brochure, fact sheet, event fliers, and sponsorship packets consistent with the website’s look and feel and national GOTR identity standards. The materials communicate the GOTR program’s importance to different stakeholder groups and improved the program’s reputation by presenting polished and professional collateral.

A public relations push was also made to promote the end-of-season 5k and unique stories about coaches and participants. Local coverage including WATE-TV, WVLT-TV twice , the Knoxville News Sentinel, and the Daily Beacon increased the organization’s visibility.

The combined efforts have done away with GOTR’s chicken or egg dilemma. Since Elm became involved with GOTR, donations, sponsorships, funding awards, volunteers, and program sites have all increased.


Services Utilized

  • Graphic design
  • Public relations
  • Responsive website design
  • Responsive website development
  • Content management system
  • PayPal integration
  • Domain name transfer and renewal
  • Website hosting
  • Email hosting
  • Miscellaneous collateral & merchandise