Branding — The ‘Betsy’

In 2014, I led the effort with internal staff resources to rebrand one of the University of Kentucky Markey Cancer Foundation’s signature events from “The Betsy” to  “Jump for the Cure, The Betsy” to better reflect it’s purpose and meaning to a broader audience.  “Jump for the Cure, The Betsy” is UK Markey Cancer Foundation’s kick-off event to National Breast Cancer Awareness Month. This grand prix horse show jumping gala is held in honor of the late horsewoman Betsy Fishback at the Kentucky Horse Park’s Alltech Arena.  Proceeds from the event provide breast cancer screenings, and help to fund breast cancer research, and patient support.

The pink theme and “Jump for the Cure” slogan, along with pink, gray and houndstooth decor were added in 2014, as well as an expanded focus on National Breast Cancer Awareness Month.  The new event branding completely re-engergized this annual event, which had experienced declining revenue for three years prior to the “refreshed and rebranded” event in 2014.  Corporate sponsors such as Four Roses Distillery stepped up their participation, while other event sponsors and patrons were excited to be part of this new breast cancer fundraising initiative.