Case Study + Marketing

The Power of A Plan – Case Study: The Race Against Poverty

May 29, 2015

Poverty affects an entire community.

Franklin County is no exception with 1 out of 5, or 20% of families not able to meet basic living expenses. These hardworking families are caught in a cycle of poverty and unsustainable living situations. Fortunately there is an organization, South Central Community Action Agency Programs, Inc. (SCCAP), that is helping families to break the cycles of poverty and live self supporting lives. SCCAP is a non-profit organization that services as an umbrella for many programs that are directly serving families in Franklin County

When Jon Raber, the Franklin County Coordinator for SCCAP, connected with Cross & Crown he shared a vision for a race that would not only raise money for SCCAP but would also bring awareness to the issues of poverty in our community. The race was designed to go through historic downtown Chambersburg, then through some areas that are affected by poverty in our local community.

Cross & Crown immediately resonated with the idea and wanted to be involved. The team at Cross & Crown worked with Jon to create a plan that would establish the Race Against Poverty as a “must attend” event. As a first time event in 2011, it was important to establish it as well organized. It was also important to start educating people on poverty in the community, sharing the work of SCCAP and the valuable impact of the race.

The plan we created:


Create a logo that established a brand for the race. The logo is used on flyers, posters, social media, t-shirts, and in other marketing.


When the Race Against Poverty launched it was important to establish the event as well organized and give a simple way for people to sign up. A simple site was designed to allow online registration and provide more information about the race and the purpose.

T-Shirt Design:


Runners expect a t-shirt as part of the race package. Cross & Crown supplied a design with the logo on front and sponsors on the back. In addition to a design, the physical shirts were printed through Cross & Crown. Most race shirts are uncomfortable and rarely worn again. The team didn’t want this to be the case with the Race Against Poverty shirt. A shirt that is soft and comfortable so that people that would want to regularly wear it was selected.


Showing the impact of people running against poverty through the community was essential to showing the full impact of the race.  Cross & Crown shot and edited a short video that was used on social media and to thank runners. One of the exciting features of the race is running through the historic square in Chambersburg, in order to capture this unique moment we employed our aerial quadcopter to capture one of a kind footage.

2015 Promo Video

In addition to a wrap up video we edited a promo video that is used in social media to build excitement promote the race.

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The inaugural race in 2011 had over 200 runners and walkers. Each year the race has grown in number. The full experience has also grown to include a fun 1K run for children, chip timing, and more sponsors and giveaways.

The race has increased awareness to the issues of poverty in the community. It has been amazing to see the community united against poverty and to be a small part of a larger movement.

2015 Race Against Poverty:
Friday, June 5, 2016 | 6 – 9 p.m.

100% of your registration fee will go to the Circles Initiative to build supportive ‘circles’ community volunteers around people who are working hard to overcome poverty.

To learn about SCAAP visit

If you are part of an event or interested in learning how Cross & Crown can help contact us

Cross & Crown

About Cross & Crown

Cross & Crown is a team of creatives who are passionate about solving problems through design and technology, taking what is there and making it better. Based in Chambersburg, PA, we strive to help educate, advocate, and thrive in a digital world.

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