How to Relaunch aCity in 45 Days: JAX2025   JAMA                           March 28, 2013                           Ben Wa...
JAX2025 Process
The Sounds of the CityAl Letson, a Jacksonville poet and the host of NPR’s State of the Re:Unionproduced this custom video...
Branding
Planning      Concept to Launch in Six Weeks             Audience Analysis                  SWOT             Outline Objec...
Website Planning
Collateral Materials                       Fact Sheets                       Rack Cards                       QR Cards    ...
Collateral Materials
Social Media• Facebook page launched in September• 1,000 likes in January, currently over 1,240• Twitter launched in Septe...
Advertising• Radio• Web Ads• Print• Facebook
Funders / Partners          JAX2025 Funders           JAX2025 Partners
Community OutreachJaguars Day at the gameJumbotron message • T-shirts and survey buttons worn by game day staffBusiness ca...
Public RelationsThe primary and secondary goals of thePR campaign were to:    •Generate awareness in the    Jacksonville m...
Outcomes 12,000+  Surveys CompletedBy December
Outcomes           More than 425 positive stories,           online and in print and broadcast,           from launch to t...
Next Steps                         Questions?                           April 27, 2013Community Visioning Event #4: Partne...
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Jax2025 visioning process marketing and branding

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Jax2025 visioning process marketing and branding

  1. 1. How to Relaunch aCity 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
  2. 2. JAX2025 Process
  3. 3. The Sounds of the CityAl Letson, a Jacksonville poet and the host of NPR’s State of the Re:Unionproduced this custom video for JAX2025. http://www.youtube.com/watch?v=jET6IWp1Iag
  4. 4. Branding
  5. 5. 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
  6. 6. Website Planning
  7. 7. Collateral Materials Fact Sheets Rack Cards QR Cards Table Top Display Posters Flyers Video Ads Media Kit Powerpoint Partner Toolkit with logo, images, articles, web/social badge, social media posts
  8. 8. Collateral Materials
  9. 9. Social Media• Facebook page launched in September• 1,000 likes in January, currently over 1,240• Twitter launched in September• Over 500 followers
  10. 10. Advertising• Radio• Web Ads• Print• Facebook
  11. 11. Funders / Partners JAX2025 Funders JAX2025 Partners
  12. 12. Community OutreachJaguars Day at the gameJumbotron message • T-shirts and survey buttons worn by game day staffBusiness card with QR code promoting surveyAd in program • Tent at FanfestJEAIncluded in customer newsletterJacksonville Public LibraryWebsite • Newsletter • EmailCity of JacksonvilleEmail • Holiday party • Event at atrium • Social mediaCollege OutreachTo encourage survey completion and participation in Kick offamong all college studentsArtwalkCommunity First SaturdaysCommunity Presentations
  13. 13. Public RelationsThe primary and secondary goals of thePR 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
  14. 14. Outcomes 12,000+ Surveys CompletedBy December
  15. 15. Outcomes More than 425 positive stories, online and in print and broadcast, from launch to the present. City-wide awareness of the JAX2025 vision
  16. 16. 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, 2013 JAX2025 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

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