1. 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

2. JAX2025 Process

3. The Sounds of the City
Al Letson, a Jacksonville poet and the host of NPR’s State of the Re:Union
produced this custom video for JAX2025.
http://www.youtube.com/watch?v=jET6IWp1Iag

4. Branding

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. Website Planning

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. Collateral Materials

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. Advertising
• Radio
• Web Ads
• Print
• Facebook

11. Funders / Partners
JAX2025 Funders
JAX2025 Partners

12. 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
JEA
Included 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

13. 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

14. Outcomes
12,000+
Surveys
Completed
By December

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. Next Steps
Questions?
April 27, 2013
Community 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