Macon. Discover It.

A C A M PA I G N O F T H E G R E A T E R
M ACON C HAMBER OF
C O M M E RC E
S UM B M IT T ED B Y : K IM B ON N ER
M ARKET IN G AN D C OM M UN ICAT ION S M AN AG ER
Summary
“Macon. Discover It.”
The “Macon. Discover It” Campaign is the third initiative of the Macon NOW!
Campaign, a program implemented to help Macon strengthen its economic development
potential. The “Macon. Discover It.” Campaign, a community-wide marketing program,
is designed to encourage the Macon-Bibb County community to rediscover their
hometown and build a stronger, more palpable sense of pride about the city and county.
This multi-faceted campaign includes a media branding campaign featuring print ads,
radio and television commercials, and a website complemented by a variety of engaging
community events.
The Synopsis
Identification
Needs Identification (10 points)
In 2000, Georgia Power and Fantus Corporation identified Macon as one of the
top three communities in Georgia with significant growth potential. As a result, an
Executive Community Assessment was conducted to evaluate the city and identify
potential issues. The assessment found that Macon had success with maintaining existing
industry, but lacked a unified economic development strategy and sufficient city
marketing.
In response, a team of volunteers met in 2004 to begin work on a plan that would
take Macon’s existing business, industry, and recruitment of new business to a new level
of success. This was the Macon NOW! Campaign - a three-fold initiative aimed at
understanding the needs of existing businesses and industries, increasing visibility in
target industries, and developing a comprehensive image campaign to position Macon as
a dynamic and vibrant community in the minds of the citizens of Macon, Bibb County,
and Middle Georgia.
The “Macon. Discover It.” Program is the implementation strategy for the image
campaign, the final initiative of the Macon NOW! Campaign, and was designed
specifically about Macon for the people of Macon. The campaign posed an active
challenge to the community to be involved in the city and discover the treasures Macon
offers her residents. Our goal was to instill or reinvigorate hometown pride within
Macon and establish a brand for the city which ultimately will directly influence our
economic development for the Middle Georgia region.
Objectives
1) Develop a media campaign to promote the five aspects about Macon of which
residents feel the most proud. Develop a series of media advertisements to develop a
Macon brand in local publications to promote the “Macon. Discover It.” Campaign.
2) Increase communication between and promote traffic to all community organizations.
3) Create events which encourage different segments of the community to be involved in
the city and discover Macon’s cultural past.
4) Create an event to get students involved in Macon’s culture.
The “Macon. Discover It”. Campaign assisted the Greater Macon Chamber of
Commerce in its goal to develop a comprehensive awareness campaign to position
Macon as a dynamic and vibrant community in the minds of Macon, Bibb County, and
Middle Georgia. In November of 2007, the Chamber of Commerce held a series of 13
focus groups across the community in a two-week period to determine what Maconites
felt were the most positive and negative aspects of their community. Focus groups were
moderated by two Mercer professors, Dr. Tammy Crutchfield and Dr. Alice Collins, but
organized and publicized through the Chamber of Commerce. Everyday citizens
attended the focus groups and provided the Chamber with their input. 133 people
attended the focus groups, and the professors used the focus group results to create a
survey for intercept interviews.
In March of 2008, Dr. Chris Grant, also a professor at Mercer University, and his
students interviewed 703 people over the phone and outside local shopping areas
including Kroger and Wal-Mart. The professors analyzed the focus group results along
with the intercept interview data and determined that Maconites feel the most proud of
Macon’s central location within the state; colleges/universities; small-town feel; music;
and history/heritage. The Chamber of Commerce then used the above “top five” aspects
about Macon to create the “Macon. Discover It.” Campaign.
Target Audience: The Greater Macon Chamber of Commerce “Macon. Discover It.”
Campaign targeted citizens of Macon and Bibb County--approximately 93,000 people.
The “Macon. Discover It.” Campaign allowed Macon citizens to connect to their
community, while promoting the Macon brand in the economic development arena.
Methodology
How objectives were reached:
1) A series of print ads were developed for the chamber emphasizing the five aspects of
Macon of which citizens felt the most proud; these ads ran in local publications from
April 2008 thru May 2009. The repetition of the ads assisted in creating the “Macon.
Discover it.” brand and increased participation in campaign events. Television and
radio commercials supported the print ads and also promoted the “Macon. Discover
It.” brand. Ultimately, the “Macon. Discover It.” branding
campaign raised awareness of and increased participation for the campaign’s events.
2) A website was developed, www.discovermacon.org, to serve as a portal to area
organizations. A “ Macon. Discover It.” Facebook page was also developed to connect
with Macon citizens on Facebook and direct them to www.discovermacon.org.
3a) A photo scavenger hunt, the Macon Discovery Challenge, was developed to
encourage people to visit 12 historic and cultural spots in Macon.
3b) Be a Tourist in Your Hometown increased traffic to historic sites and museums as
free passes were available to all Macon-Bibb County citizens to these locations
during a downtown event.
4.) The I’m Macon History Essay Contest was a contest open to all Georgia History
students in Macon-Bibb County. Students researched and wrote an essay about a
historic site in Macon—this process encouraged the students to visit new areas of
Macon and learn about their hometown
Production and Marketing Schedule (detailed schedule is attached)
* Page numbers denote pages in the Detailed Implementation Schedule
June 2008 (Page 1)
Began advertising and branding campaign
Be A Tourist in Your Hometown Event
July 2008 (Page1)
Continued advertising and branding campaign
Lake Tobosofkee Picnic Pack promotion
August 2008 (Page 1)
On site promotions at college orientations
September 2008 (Page 2)
On site promotion
October 2008 (Page 3)
Arts on Riverdale Event – On-Site promotion
November 2008 (Page 3)
Ads change focus to “Discover your Purpose”
December 2008 (Page 3)
Continue advertising “Discover Your Purpose”
January 2009 (Page 4)
Sponsor Luncheon at the Chamber
February 2009 (Page 4)
Web site Development
DVD creation
March 2009 (Page 4)
Ordered promotional items for the Discovery Challenge
April 2009 (Page 4)
Launched the Discovery Challenge
May 2009 (Page 5)
Discovery Challenge awards ceremony
August 2009 (Page 6)
I’m Macon History Essay Contest Promotion
September 2009 (Page 6)
I’m Macon History Essay Contest Judging
October 2009 (Page 6)
I’m Macon History Essay Contest viewing part and awards ceremony
Budget
Total - $102,960.44
Please see the attached detailed budget
Staff and External Resource Allocation:
The Greater Macon Chamber of Commerce’s Marketing and Communications Manager
and Marketing Committee Task Force of 12 people were responsible for the campaign,
with Chamber staff assisting at all promotional events. Volunteers were also welcome to
participate in executing the campaign.
Communication Piece
“Macon. Discover It.” Campaign
“Macon. Discover It.” Advertisements
Print advertisements ran in multiple publications including Macon Magazine,
Address Macon, Macon Food & Culture, The 11th Hour, and AroundTown North Macon
Magazine. Ads ran throughout the year beginning in November 2008 and consisted of a
photo of a local citizen explaining what they discovered in Macon. One example is
Pammie Jimmar of the Macon-Bibb County Convention and Visitors Bureau. The ad
shows a picture of Pammie with “I Discovered the Theory of Relativity” underneath the
photo. The print ad includes a testimonial describing her discovery of the “theory”
through her job at the CVB assisting people in planning their family vacations, meetings,
and tours of Macon. Five different print ads were developed to be used throughout the
year to promote the Discovery Challenge.
Vignettes of Macon citizens sharing what makes Macon home to them served as
radio public advertisements. For example, Jeff Harmon, a local poet, recited his poetry
describing why Macon was home and what made it superior to other cities. Local media
sponsors donated the cost of the ads.
Television commercials showcasing Macon’s history, heritage, diversity, and
natural beauty aired on 13WMAZ, Cox Media Cable Networks, Fox 24 and Today’s
MGT. The commercials consisted of on-camera testimonial comments from the Macon
citizens, with each comment centered around a certain theme. An example of one
commercial is “I discovered Rock n’ Roll,” a tribute to Macon’s musical heritage.
Testimonials included “I found a cure for the blues,” “I got my groove on,” “I raised my
voice,” “We searched for a whole lot of soul.” All commercials ended by encouraging
people to visit the website.
“Macon. Discover It.” Website
The “ Macon. Discover It.” Website, www.discovermacon.org, served as a main
portal to all area organizations, schools, government entities, civic clubs, and local
attractions. Citizens were encouraged to send videos, photos, and to tell their stories. A
specialized feature of the website allowed users to send customized Macon e-cards to
friends, serving as another promotion of the campaign. This site encouraged
communication between area organizations while promoting each organization.
A “ Macon. Discover It.” Facebook page connected Macon citizens on Facebook
and directed them to www.discovermacon.org which assisted the chamber in promotion
of the Discovery Challenge and also increased website traffic.
Discovery Challenge
The Macon Discovery Challenge was a 12-clue photo scavenger hunt of Macon,
encouraging Maconites to visit sites in Macon rarely seen, and nearly forgotten, in dayto-day life. The themes for the sites included music, history/heritage,
colleges/universities, Macon’s central location in the state, and the neighborhoods/small
town fee—the five things of which Macon feels the most proud.
The scavenger hunt had more than 150 participants with 19 teams consisting of
organization members, co-workers, family, and friends. The contest lasted from March 6,
2009 until April 27, 2009, with the winner’s celebration held on Sunday, May 3, 2009 at
Wesleyan College during their Picnic Pops Concert. Awards of $250 were given to the
Fastest Team, Most Creative Team, Team Spirit Award, and Largest Team. Each team
that successfully completed the Macon Discovery Challenge was entered into a random
drawing for a chance to win $1000.
I’m Macon History Essay Contest
The I’m Macon History Essay Contest, an essay contest open to all Georgia
History students in Macon-Bibb County public and private schools, encouraged students
to write about a historical site or event in Macon or Bibb County including, but not
limited to historic homes, parks, monuments, museums or cemeteries. Essays were
limited to no more than 250 words typed and double-spaced. Essays were judged by
members of the Education Committee and Marketing Committee of the Greater Macon
Chamber of Commerce and were evaluated in the following areas: originality, relevance
to topic, content and grammar. Each school’s finalist’s essay was produced into a short
video and aired On DEMAND (Cox Channel 1) and 41 NBC. The overall winner was
featured as a junior reporter on 41 NBC and will received a $500 savings bond sponsored
by Cox Communications. All school finalists received a certificate acknowledging their
entry and a copy of the video at the viewing party at which the winner was announced.
Be A Tourist in Your Hometown
Macon residents turned out in mass numbers to discover Macon during the “Be a
Tourist in Your Hometown” event on a very special First Friday, an event to increase
downtown traffic the first Friday of each month, held on June 6th. The Macon-Bibb
County CVB, in partnership with the Greater Macon Chamber of Commerce “Macon.
Discover It” Campaign, distributed brochures and maps to locals. Media partners
promoted the event in television commercials, radio spots, and print ads. In response,
over 1,521 families and friends received free Summer Fun passes from The Macon CVB
in one night. With each Summer Fun Pass, residents gained free entry all summer into
participating Macon attractions if they brought along one or more paying friends or
relatives.
Despite the warm weather, Macon’s hometown tourists were in a great mood and
seemed genuinely interested and actively engaged. Attractions reported very high
attendance numbers. Thousands came to visit The Georgia Sports Hall of Fame, the
Georgia Music Hall of Fame, and the Hay House. Hometown tourists also visited the
Cannonball House, the Sidney Lanier Cottage, the Museum of Arts & Sciences, the
Tubman African American Museum, Fort Benjamin Hawkins, the Ocmulgee National
Monument, Starcadia Entertainment Park and Macon Arts Alliance.
In addition, downtown restaurants had as much as a 50% increase over typical
first Friday dining numbers, with Market City Café, Molly’s, The Rookery, Downtown
Grill and Spaghetti Alley reporting their best ever first Friday business.
Community collaboration between the Macon CVB, the Greater Macon Chamber of
Commerce, Media Partners, NewTown Macon, the Macon-Bibb Transit Authority, the
Macon Housing Authority and Macon attractions all joined together and made the event a
success.
Evaluation
The Greater Macon Chamber of Commerce, along with many community leaders
involved in the campaign, have received positive feedback which provided a stepping
stone in our efforts to brand Macon. The “Macon. Discover it.” Campaign Chairman
reported that the campaign provided great insight into the similarities and differences of
our community that should continue to be a valuable source of information for
community leaders. He reported that its growth in terms of participation at every level
further showed its success in reaching across the social strata of our community. The
overall winner of the Discovery Challenge reported it was the highlight of her year and it
definitely gave her a different view of the city, one that she has not seen in the duration of
her life here.
The Discover Macon website, www.discovermacon.org had a dramatic traffic
increase during the Campaign, with its peak at 85 visits on March 31st. Since the
campaign launch, there were 5,955 website visits, with 1,983 of those during the time of
the campaign. The “Macon. Discover It.” Facebook page now has over 470 friends.
Intercept surveys showed that while the city is still developing, the Macon. Discover
It. Campaign had a positive effect on over half of the survey respondents. When asked to
list 3 positive aspects of Macon, majority of the respondents included aspects that were
highlighted during the campaign, including history, music, culture, art, and its increasing
potential.. Using a Likert scale, the research showed the majority of respondents would
recommend Macon to a friend, believed that there is opportunity for job creation and
growth, and all types of people can feel comfortable living in the Macon Region. This
shift towards positive responses as compared to our pre-campaign research proves the
“Macon. Discover It.” Campaign has been instrumental in defining a city brand to assist
in marketing the city of Macon, helping grow our economic development.
Birds of a Feather
Most Creative Team
MDI Girls
Team Spirit Award
Sassy Six, 2008 Discovery Challenge Grand Prize Winners
Win your share of
$2,000
Sir Real Blues
Best Use of Props
in cash prizes!
www.discovermacon.org
The Diverse City team from Centenary Church Breakfast Ministry winners
of the Largest Team Award during the 2008 Discovery Challenge.
Take your best shot!
Grab your camera and choose your crew for a great shot at winning
$1,000 in the Macon Discovery Challenge! Win your share of $2,000 in this
fantastic photo contest. Form a team with friends, sign up with family,
enter with coworkers or compete for charity. Salute a veteran at Rosa
Parks Square or get your feet wet at Washington Park. Win your share of
$2,000 in cash prizes. Entries due April 27, 2009.
Winner’s Celebration
Sunday, May 3, 2009, 6:30 p.m.
Wesleyan College
Macon Symphony Orchestra
Picnic Pops Concert
Free Admission
Win your share of
$2,000
in cash prizes!
Challenge Rules
Macon a Scene
Best Use of a Celebrity
Ways to Win!
One team will win $1,000. Each team that successfully completes the Macon Discovery Challenge will be
entered into a random drawing for a chance to win $1,000. All entries will also be judged and $250 awards
will be given for the following categories: Fastest Team, Most Creative Team, Team Spirit Award, and Largest
Team. The winners will be notified by Friday, May 1, 2009. Awards will be distributed on May 3, 2009 at
Wesleyan College before the Macon Symphony Orchestra Picnic Pops Concert at 6:30 pm.
Eligibility
Team leader must be 18 years or older. Minimum three players per team. Contestants must reside or work in
Bibb County, Georgia. An individual signed release/entry form must be submitted by each contestant. If a
contestant is under 18, a signed release/entry form must be submitted by a parent or legal guardian.
Employees of the Greater Macon Chamber of Commerce and the marketing partners are ineligible for
grand prize.
Rules and Entry Submissions
1. Eligible entries must include one team photo taken at each of 12 clue locations between
March 6, 2009 and April 27, 2009. Total may not include more than 12 images.
2. Team photographer at each location must be identified with submission. One member will
be excused from inclusion in each photo.
3. A signed release/entry form must be on file for each contestant.
4. Failure to complete all contest requirements will result in disqualification from eligibility
for grand prize award.
5. Entries may be submitted in the following formats:
A. Standard photo prints, no smaller than 4" x 6" and no larger than 8" x 10". Each photo
must be identified with team name, clue number, and photographer.
B. A CD with JPEG images accompanied by a printed copy of each photo identified with
team name, clue number and photographer.
C. Photo entries may also be submitted online at www.discovermacon.org. Each photo must be
identified with team name, clue number, and photographer.
D. All signed release/entry forms, team registration and photos must be delivered before 5pm on
April 27, 2009 to: Macon Discovery Challenge, Greater Macon Chamber of Commerce,
305 Coliseum Drive, Macon, GA 31202
Davis Family
Fastest Team
Discove(red)
Best Use of Drama
Challenge Clues
Please be courteous and respectful of our community’s properties.
1. Make a play date at the Amerson Water Works Park.*
2. Act out at Macon State College Amphitheatre.
3. Get in the swing of things at Henry Burns Park.
4. Get carded at the Lanford Library branch.
5. Locate a hero at Lynwood Cemetery.
6. Get your feet wet at Washington Park.
7. Find your roots at Fort Hawkins.
8. Salute a veteran at Rosa Parks Square.
9. Go fetch at the Macon Dog Park.
10. Hold court at the John Drew Smith Tennis Center.
11. Find a festival in Macon and eat something on a stick.
12. Did you know (insert your photo) this is in Macon?
*Open Saturday and Sunday 9–5. Show this brochure to waive parking fee.
Community
Marketing Partners
Implementation Calendar
June 2008
Media Focus: Fifty percent of the media focus was on “Discover New Friends”. Our print,
visual, and audio messages inspired citizens to improve the quality of their own lives by
participating in activities that connected them with others in the community. This campaign
showcased real residents and historic neighborhoods, cultural sites, public parks, nature trails,
new schools, recreational facilities, new businesses, existing industries, scenic places, public
gathering spaces and special events. Fifty percent of the media focused on branding the
campaign and directing people to the website to submit stories and learn about the resources
available on the website. Media included print, online, TV, radio, cable TV, direct mail, outdoor
and special events. Media was targeted to each demographic market based on availability.
“Macon. Discover It.” promotions ran on local broadcast media and offered prize packages to
citizens. These packages offered admission to local attractions and special events. Public
residents were encouraged to explore other areas in Macon, not just to stay in their own
neighborhoods.
June 7, 2008 – Be a Tourist in Your Hometown (Small town feel, history, Downtown, North
Macon, East Macon)
This event was sponsored by the Macon Convention and Visitors Bureau. By
participating in this event the “Macon. Discover It.” campaign focused on history and
small town feel which were two of the five major branding messages.
July 2008
Media Focus: Fifty percent of the media focused on “Find New Friends.” Twenty five percent
of the media focused on branding the campaign. Twenty-five percent focused on directing
people to the website to submit stories and learn about the resources available on the website.
Media included print, online, TV, radio, cable TV, direct mail, outdoor and special events. Media
was targeted to each demographic market based on availability.
July 4, 2008 – Lake Tobosofkee Picnic Pack Promotion (Small town feel, Northwest and areawide)
Picnics and the Fourth of July go hand-in-hand. Radio and web promotions promoted
Picnic Packs and focused on the small town feel of this campaign.
August 2008
Media Focus: Fifty percent of the media focused on “Discover Your Passion”. Our print, visual,
and audio messages featured local restaurants, corporate executives, medical employees and
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college students who live, work, learn and play in Macon. Educational opportunities and the
importance of education played a prominent part in this aspect of the campaign. Twenty five
percent of the media focused on branding the campaign. Twenty-five percent focused on
directing people to the website to submit stories and learn about the resources available on the
website. Media included print, online, TV, radio, cable TV, direct mail, outdoor and special
events. Media targeted each demographic market based on availability.
August is back to school time and the “Discover Your Passion” portion of the campaign worked
to promote the educational resources Macon has. Education and colleges and universities are the
third most important branding message that connects citizens to Macon. By participating in
these open house and enrollment events the campaign showcased the opportunities to learn and
succeed in Macon.
Mercer University/Wesleyan Freshmen Orientation – Mercer Students (education/colleges and
universities, Mercer, North Macon)
By providing incoming students with Branding Brochures and small specialty items we began
reaching out to the submarket that felt the most disconnected. The campaign sought to engage
all residents including those who may only be here a short time. Participating in on-campus
student organization fairs showed students what a great place Macon is and how they could
become more involved in it.
Enrollment/Open House events – Macon State, Central Georgia Technical College
(education/colleges and universities)
September 2008
Media Focus: Twenty-five percent of the media focus was on “Discover Your Passion” and
twenty-five percent on “Find Your Place.” Twenty five percent of the media focused on
branding the campaign. Twenty-five percent focused on directing people to the website to
submit stories and learn about the resources available on the website. Media included print,
online, TV, radio, cable TV, direct mail, outdoor and special events. Media targeted each
demographic market based on availability.
September 22 – 27, 2008 – Georgia State Fair (Small town feel, Downtown, East Macon)
The Georgia State Fair raises money for charities in Macon and provides a wholesome
way for families and neighbors to enjoy the end of summer. Fans and prize packages
encouraged fair patrons to “Discover It.” Prize packages provided for winners to attend
the Georgia State Fair.
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October 2008
Media Focus: Twenty five percent of the media focused on “Discover Your Passion” and twenty
five percent on “Find Your Place.” Twenty five percent of the media focused on branding the
campaign. Twenty-five percent focused on directing people to the website to submit stories and
learn about the resources available on the website. Media included print, online, TV, radio, cable
TV, direct mail, outdoor and special events. Media was targeted to each demographic market
based on availability.
October 18, 2008 – Arts on Riverdale (music, small town feel, Vineville/Ingleside)
This event sponsored by the Jazz Association of Macon tied in with the campaign’s
branding message of music (Find Your Favorites) as well as small town feel (Find New
Friends).
November 2008
The holiday season stirs people to help those less fortunate. Activities during this time focused
on reaching out to others and providing information to the public about opportunities to “Find
Your Purpose” in the life of someone who needs it.
Media Focus: Fifty percent of the media focused on “Discover Your Purpose”. Our print,
visual, and audio messages featured citizens helping to build equity within the community by
volunteering with non-profits, donating time to museums, reading to school children, and
mentoring young adults. Twenty five percent of the media focused on branding the campaign.
Twenty-five percent focused on directing people to the website to submit stories and learn about
the resources available on the website. Media included print, online, TV, radio, cable TV, direct
mail, outdoor and special events. Media targeted to each demographic market based on
availability.
December 2008
Media Focus: Fifty percent of the media focused on “Discover Your Purpose”. Our print,
visual, and audio messages featured citizens helping to build equity within the community by
volunteering with non-profits, donating time to museums, reading to school children, and
mentoring young adults. Twenty five percent of the media focused on branding the campaign.
Twenty-five percent focused on directing people to the website to submit stories and learn about
the resources available on the website. Media included print, online, TV, radio, cable TV, direct
mail, outdoor and special events. Media was targeted to each demographic market based on
availability.
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January 2009
January 18, 2009 – Invitations to Media Luncheon hand delivered to media contacts
January 22, 2009 – Letter to churches/email to chamber members to solicit category stories and
database info
January 31, 2009 – Media Luncheon at Chamber office to present plan and general discussion of
partnership opportunities and recognize “lead media partners” who made campaign
commitments. Private meetings were scheduled with individual media to develop custom
agreements.
February 2009
February 4, 2009 - Selected Server for Website
February 4, 2009 - Contacted civic groups to schedule speakers for April and May 2008
February 8, 2009 - Media Partner Agreements Due/ Testimonial Candidate Submissions Due
February 11, 2009 - Website Site map Approval
February 11 – 22, 2009 - Photo shoots/on camera interviews
February 11, 2009 - Commercial script approval
February 13, 2009 - DVD Final Script Approval
February 25, 2009 - Pop-up Banner, Logo Tablecloth and Pop Tent Design Approval
Filmed on camera messages from government/community leaders
February 27, 2009—Branding Brochure Approval
March 2009
March 3, 2009 - Ordered Campaign promotional Items
March 17, 2009 - Presented Campaign for Committee Approval
April 2009
April 4, 2009 – Launch date
Location: Cox Capitol Theatre, downtown Macon
Participate in First Friday activities
Macon Discovery Challenge
The goal of this interactive photo scavenger hunt was to inspire interaction, create
excitement and build community spirit. The public was given the opportunity to sign-up
teams to participate and were be given backpacks with cameras, photo clues and other
branded materials.
Resource guides and other promotional prizes were given away. Prizes included T-Shirts,
Kazoos, stadium cushions, water bottles, and Frisbees.
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Media Focus: One hundred percent of the media focused on branding the campaign and
directing people to the website to submit stories and to connect to resources available
online. Media included print, online, TV, radio, cable TV, direct mail, outdoor and
special events. Media targeted each demographic market based on availability.
“Macon. Discover It.” remote broadcasts were scheduled throughout all submarkets on
Saturday, April 6 to reach total audience and allow public to sign up for the Macon
Discovery Challenge and receive promotional material.
Locations:
Mulberry Arts Show
Community/Recreation Centers
Macon Mall
Porter Ellis Community Center
Additional Macon Discovery Challenge clues were offered on media outlets throughout
the course of the contest.
Public civic club and speaker’s bureau presentations (scheduled in January/February)
began in January. Presentations included an introduction by a designated representative
followed by the campaign DVD. Local organizations contacted included Rotary Clubs,
Civic Club, Exchange Club, Greater Macon Chamber of Commerce, Macon CVB Board,
Macon Arts Round Table, school faculty, PTAs, churches, etc.
April 7, 2009 – Macon Rotary Club Presentation
April 27, 2009 – End Discovery Challenge
May 2009
May 3rd, 2009 – Macon Discovery Challenge Team Recognition Event and winners announced
Location: Wesleyan College, Picnic Pops Concert
Media Focus: One hundred percent of the media focused on branding the campaign and
directing people to the website to submit stories and to connect to resources available online.
Media included print, online, TV, radio, cable TV, direct mail, outdoor and special events. Media
targeted each demographic market based on availability.
“Macon. Discover It.” promotions ran on local broadcast media offering prize packages to
citizens.
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Public presentations (scheduled in January) continued in May. Presentations included a
produced DVD to local organizations.
August 2009
Began promotion and organization of the I’m Macon History Essay Contest.
First week of August – Notified all schools of the contest, highlighting the due date of September
11th.
September 2009
September 18th – Judging of the I’m Macon History Essay Contest
October 2009
October 6th – DVD Filming and Production of the I’m Macon History DVD
The I’m Macon History DVD ran on Cox On Demand thru December 2009.
October 22nd - Viewing Party
Overall winner the I’m Macon History Essay Contest announced and awarded
$500 Savings Bond and Junior Reporter role.
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Macon Discover It Budget
Ads
March
March
March
March
March
March
Radio Ad Production
TV Ad Production
Media Breakfast
Campaign DVD
Billboard Design
Billboard Printing
2,000
20,000.00
3,323.00
21,000.00
2,000.00
1,300.00
Website and Email
Ongoing
May
May
Email Marketing
Website Creation
Website Hosting
$120.00
$25,800
$900.00
Printing
Discover It. Banner
Billboard Design and Printing
2614.38
$147.50
3,300
Printing
March
March
March
Promotional Items
March
March
March
Promotional Items
Promotiaonal tent
Table and 2 Chairs
$2,184.02
$1,684.06
$262.48
Events
March
May
Launch Party
Event Coordination and Set up
Media Breakfast
$2,500
$5,000
$1,325
Photography
$5,000
MISC
Throughout
Prizes
May
May
Prize Money
Trophies
Total:
$2,000
$500
102,960.44
Essay Contest Budget
DVD Production
Viewing Party
Savings Bond
in-kind Donated by Cox Communications
$60 Donated By Geotechnical Environmental Solutio
$250 Donated by Cox Communications