Brand Tone

Inspirational, Community-Focused, and Encouraging.

Brand Values

• •Team
• •Perseverance
• •Integrity
• •Respect
• •Accountability
• •Loyalty

Best Practices

• •Lead with the "Why": Always connect the activity (ski racing) back to the core values of character, perseverance, and community. Frame stories around the life lessons learned, not just the race results.
• •Use Community-Centric Language: Employ words like "we," "our," "together," and "community" to reinforce the collective spirit. Actively tag and thank volunteers, parents, and sponsors to make them feel seen and valued.
• •Celebrate Effort Over Outcome: While celebrating wins is great, place a stronger emphasis on the effort, improvement, and sportsmanship shown by the athletes. This aligns with the value of perseverance and creates a more inclusive and less pressure-filled tone.
• •Speak Authentically and Passionately: Let the genuine love for skiing and the mountain shine through. Use energetic and inspiring words. The tone should feel like it's coming from someone who lives and breathes the sport.
• •Maintain a Positive and Encouraging Voice: All communication should be uplifting. Even when discussing challenges or the need for fundraising, frame it with optimism and focus on the positive impact the community can make together.

Social Perception

MARA is perceived as a vital community institution, a pillar deeply woven into the local fabric. It's seen as an organization that fosters character and skill development, run by passionate and dedicated individuals, providing an inclusive and supportive environment for youth.

Copy Examples

• •The Moment Before. It's more than just a race. It's a goal. It's a challenge. It's a chance to fly. Here at MARA, we celebrate every start, every turn, and every finish. #MARA #SkiRacing #GoFast #MtAshland
• •More Than a Team, We're a Family. From early morning training to cheering each other on at the finish line, the MARA community is built on support, respect, and a shared love for the mountain. Thank you to our incredible coaches, parents, and volunteers for making it all happen! Join our family. Link in bio for program info.
• •Forging Character on the Slopes. MARA is where young athletes develop the skills, perseverance, and integrity to succeed—on and off the snow. Discover our alpine racing programs today.
• •Help Us Build the Next Generation of Champions. Every gate cleared, every second shaved off a personal best—it’s all made possible by your support. Your donation helps provide top-tier coaching and safe, challenging race experiences for the youth in our community. Help a young racer chase their dream. Donate to MARA today.
• •Teamwork. Perseverance. Respect. That's the MARA way. Another amazing week of training and racing in the books! Huge congrats to all our athletes on their hard work. #SkiTeam #YouthSports #AshlandOregon