Program: Department of Recreation Marketing Campaign

Client: City of Atlanta

The City of Atlanta’s Office of Recreation received a mandate from the mayor to increase enrollment in scheduled Fall programming within an 8-week period or face staff cuts. The department secured the services of the candidate which included:

• Developing an integrated marketing plan with grassroots promotions, events, traditional advertising and partner marketing initiatives
• Executing a media buy across print, electronic, outdoor and digital media outlets
• Establishing best practices and guidelines for developing, maintaining and marketing partner programs and sponsorships
• Collaborating with over 30 program and facility managers to create custom materials and promotional strategies for community programs and facilities
• Completing a departmental strategic plan with recommendations for expanding programming partnerships, improving program quality and increasing participation in youth, teen and senior programming

Campaign Results

• Fall program enrollment increased from a 5-year average of 200 – 250 youth to more than 900 youth
• The $9,000 media buy negotiated and executed included advertisements in the AJC’s print and digital editions, on MARTA, on radio, on Comcast, in Atlanta Parent Magazine and several other entities valued at $22,800
• Over 17 programming partnerships were established, which drastically increased the department’s program offerings and visibility
• The first-ever community open houses were executed at 17 community centers and City Hall with added value provided by radio and other promotional partners