From Starting Line to Bottom Line: Next Propels First Horizon’s Sponsorship Strategy
Sponsorship Consulting & Activation, Consumer Events
Client Since
2022
Lead Generation Goal Achieved
116%
Leads were Conquest Opportunities
91%
Race Participants Reached
107k
Lift in Brand Awareness across all markets activated
11%
Lift in Consideration across all markets activated
6%
A purpose-led activation that ties endurance events to trust, connection, and growth.
In 2024, First Horizon Bank – a financial services provider – challenged Next to create a “Full Funnel” marketing campaign targeting potential customers – young, affluent families in key retail markets.
After conducting a deep dive into the target demographic’s interests and activities, Next identified Health & Wellness as an ownable platform for First Horizon. From that insight, we developed a strategy built on sponsorship, experiential, lead nurturing, and incentives with the objective of gaining attention and interest to build trust and customer loyalty.
The Go-to-Market Plan called for First Horizon to sponsor and activate a 15-event schedule of in-person road, obstacle courses, and triathlon races across 10 key markets.
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