jax2025 visioning process marketing and branding
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How to Relaunch a City in 45 Days: JAX2025 JAMA
March 28, 2013
Ben Warner, CEO, JCCI@BenWarner
Jan Korb, CEO, BroadBased Communications@JanKorb
Despina Pappas, PR & Marketing Coordinator, BroadBased Communications@DespinaAPappas
@JAX2025#JAX2025
JAX2025 Process
The Sounds of the City
http://www.youtube.com/watch?v=jET6IWp1Iag
Al Letson, a Jacksonville poet and the host of NPR’s State of the Re:Unionproduced this custom video for JAX2025.
Branding
Planning
Concept to Launch in Six Weeks
Audience Analysis
SWOT
Outline Objectives
Marketing Plan
PR Plan
Social Media Plan
Messaging Plan
Marketing and PR Tools
Identify Partners
Website Planning
Collateral Materials
Fact Sheets Rack CardsQR CardsTable Top DisplayPostersFlyers VideoAds Media KitPowerpointPartner Toolkit with logo, images, articles, web/social badge, social media posts
Collateral Materials
Social Media
• Facebook page launched in September
• 1,000 likes in January, currently over 1,240
• Twitter launched in September
• Over 500 followers
Advertising
• Radio
• Web Ads
Funders / Partners
JAX2025 Funders
JAX2025 Partners
Community Outreach
Jaguars Day at the game Jumbotron message • T-shirts and survey buttons worn by game day staff Business card with QR code promoting survey Ad in program • Tent at Fanfest
JEAIncluded in customer newsletter
Jacksonville Public Library Website • Newsletter • Email
City of Jacksonville Email • Holiday party • Event at atrium • Social media
College Outreach To encourage survey completion and participation in Kick off among all college students
Artwalk
Community First Saturdays
Community Presentations
Public Relations
The primary and secondary goals of the PR campaign were to:
•Generate awareness in the Jacksonville metro area
•Establish JAX2025 as THE Vision for our community, not just a study
•Encourage engagement in the survey and the community meetings
•Generate positive traditional media coverage
•Encourage ongoing interest from the area’s traditional media outlets
•Secure a stronger long-term partnership relationship with The Florida Times-Union
Outcomes
12,000+ Surveys
Completed By December
Outcomes
More than 425 positive stories, online and in print and broadcast, from launch to the present.
City-wide awareness of the JAX2025 vision
Next Steps
Questions?
April 27, 2013Community Visioning Event #4: Partnerships. Who Makes JAX2025 Real?
Prime Osborn Convention Center 9:00 a.m. – 11:00 a.m.
May 18, 2013JAX2025 Release Event: Our Vision for Jacksonville in 2025
Prime Osborn Convention Center 9:00 a.m. – 11:00 a.m.
Thank You!www.JAX2025.org