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This campaign was created by Bold City Creations as a capstone project for the

University of North Florida’s 2018 spring semester


Table of Contents
Letter from the Director 4
Bold City Creations 5
Executive Summary 6
Client Background 7
S.W.O.T. Analysis 8
Situational Analysis 10
Audience Analysis 11
Primary Research 14
Secondary Research 22
Media Audit Summary 24
Campaign Goal 25

2
Branding 26
Website 28
Promotional Videos 31
Events 32
Media Plan 38
Tool Kit 47
Campaign Calendar 48
Budget 49
Evaluation 50
Recommendations 51
Sources 52

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Letter from the Director
I can confidently say that this campaign has been like
no other project I have worked on before. It had its own
unique challenges, pleasures, surprises and experiences
that other agencies before us haven’t encountered.

Firstly, I would like to thank our Advisory Council for


trusting us to bring their passion project to life. This
project didn’t just comprise of following cookie-cutter
directions or copying what has been done before. This
campaign was set to change our home, our city, our
people and bring awareness to the beloved local black
history of Jacksonville.

Jacksonville’s industrial enterprises have trampled the colorful story that created our
Bold New City. Jacksonville’s black history has been removed from the streets, dusted
under the rugs and pushed to back of the shelves. But, the talented team of Bold City
Creations brought their numerous strengths together and have created a campaign to
bring the past back to life. Every member of Bold City Creations expertly contributed
to this endeavor and for that, I thank all of you.

Bold City Creations is entrusted to bring forward what has been forgotten. We were
given the chance to innovatively create a campaign that did not just meet evaluation
goals, but break barriers, sound the horns, and honor a history long forgotten.

Together, as an agency, as a city, and as a community, we will rediscover our forgotten


past.

Sincerely,
Lexi Rossow, Campaign Director

4
Bold City Creations

Campaign Director: Account Executives: Writers/Editors: Comunication Team:


Lexi Rossow Alex Enos Fallon Demers Courtney Davidson
Sophia Ward Nathalie Fridovich Cienna Richards
Creative Team: Xavier Sever
Blake Howerton
Landon Toney Event Coordinators: Research Team: Media Team:
Nicole Loiseau Clara Howington Aerielle Moss Austin Bingham
Naser Music Chelsea Freitas Brian Wiltsey Christian Nehrling
Tomas Gallo Ryan Kader

5
Executive Summary
Jacksonville is home to a rich and significant black history, though it has been forgotten
throughout the years. The people, places and events that have helped mold Jacksonville
into the city that it is today have been built on top of, torn down or left behind. This
campaign was created to bring Jacksonville’s black history back to the forefront of our
minds, so that we can truly appreciate the culture that once was so prominent and proud.

Extensive research, online surveys and informative interviews gave Bold City Creations
insight to build a city-wide, successful campaign. The Advisory Council has given Bold
City Creations valuable feedback and endless encouragment throughout the campaign
building process.

Jacksonville’s residents have expressed interest in learning about its history. Through
impactful branding, increased online interactivity, social media presence and educational
targeting, the goal to bring back awareness to our local black history is put into motion
through this campaign.

An interactive timeline and bold website will capture the majority of Jacksonville’s
residents, with the combined efforts of exciting events and expertly-executed social
media strategy. The middle and high school students of Jacksonville will get their own
taste of Jacksonville’s black history through our curated teacher toolkit, that encourages
the study of powerful historical figures and events that occured in our own city.

It’s time to Rediscover our Forgotten Past.

6
Client Background
The rich black history in Jacksonville has been forgotten. An advisory board of members
from all over the city have come together for the same mission: to bring awareness to
the extensive black history in Jacksonville. With the Advisory Council’s help, people in
the community will be educated about Jacksonville’s black history through multiple
promotional methods. There are over 20 individuals on the Advisory Council that work
for many organizations in the Jacksonville community. The University of North Florida,
The Florida Times Union, Metro Jacksonville, The Ritz Theatre and Museum and many
more organizations are a part of this Advisory Council. Each of these organizations will
play a key part in unearthing the long forgotten black history of Jacksonville.

7
S.W.O.T Analysis

Strengths Weaknesses
Internal Internal
• The Advisory Council for this • The Advisory Council has a unified
promotional black history endeavor message for the multiple UNF
provides multiple outlets for resources, classes assisting with this project, but
such as the information bank at the Ritz coordinating so many avenues can be
Museum and the printing abilities at the difficult.
Florida Times-Union. • Overlapping issues and historical
• The Advisory Council, alongside the inaccuracy is possible when coordinating
liaisons in the University of North a large-scale project such as this.
Florida Communication Department, External
• Currently, Jacksonville has widespread
are deeply passionate about the
ignorance of local black history.
campaign’s message.
• Due to poor restoration and preservation
• Each Advisory Council member and
of black history sites, a lot of the
UNF liaison has bountiful experience
noteworthy locations are missing, in
that will benefit the campaign. poor condition, or demolished.
External • Other noteworthy sites are
• The Jacksonville area has a inconveniently spread out across the city,
comprehensive black history with with no specific historical district.
plenty of information to advertise and
promote.
• The campaign can revolutionize how
the Jacksonville community views its
8 black history.

8
Opportunities Threats
• Jacksonville has an extensive and • There is a generalized lack of interest
untapped history that can educate the in black history; some will not see a
public on the achievements that this reason to care because it’s not “their”
city accomplished in the 19th and 20th history.
century. • Due to the current political climate, the
• Through outside resources, we are able perception of one ethnic group being
to create awareness for black history, promoted over another may result in
utilizing documentaries and stories of resistance to learning.
prominent black leaders in Jacksonville.
• By investing in historical promotion,
Jax Black History can create a larger
tourism market for the community.
• With more than 20 council members
for this project, we are able to expand
educational history programs through
different organizations to reach the
audience.

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Situational Analysis
The Advisory Council has taken the responsibility upon themselves to come together
and unite the city for its extensive history. The council of over 20 figures within the
community merged to enlighten the people of Jacksonville. The plentiful history of
this city has been forgotten and torn down with time, leaving nothing for the future
generations to hold onto. Due to the lack of physical monuments and poor conservation
efforts there is a need to protect and promote the deep roots this city has.

Unfortunately, there have been little to no historical conservation efforts. Other


cities such as Saint Augustine, Florida, has done a tremendous job of protecting
and marketing their historic district. Another example would be Savannah, Georgia.
Savannah does a fantastic job of advertising its history and is proud of the steps
that have carried them into today. There are efforts to conserve historic homes and
neighborhoods in both these cities.

Despite this dreary beginning, the Advisory Council are an intelligent group of people
who have seen the need and are fulfilling it. This group is making an effort to conserve
and promote black history in Jacksonville.

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Audience Analysis
The “Striving Single Scene” in Duval County makes up 14.5 percent of the population
and 15.9 percent of households. This is Jax Black History’s primary target audience.
It is the largest population subgroup due to the abundance of young families and
universities in the area.

According to Mosaic hosted by Experian, “These young singles lead entertainment-


intensive leisure lives. They like to go out at night to clubs and concerts.”

This group keeps up with the latest fashion trends and modern technology. They tend to
eat healthier and focus on fitness. This group is less into newspapers and magazines and
use social media and online news sources for information.

The group resides in city apartments and 95 percent are single and 90 percent are under
the age of 35. The Striving Single Scene are ambitious individuals who spend a lot of
time at work and want to advance as quickly as possible.

According to the Mission Impact Guide, the “Striving Single Scene” respect leadership
and history, but do not want their money to go into preserving heritage or maintaining
repetitive programs. They find the motivation to donate money to good causes and
support religious movements. This subgroup gets little sleep due to their constant
engagement online.

“The internet is their chief source of entertainment, communication, banking, socializing,


shopping, and almost anything else. They are connected to it 24/7 through social media
and web surfing; using computers, laptops, tablets, and smartphones; texting, tweeting,
downloading, surfing, viewing, and multi-tasking. They are often carrying on several
conversations, research, shopping or bidding all at the same time,” the Mission Impact
Guide states.

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Audience Analysis
Continued

The second largest subgroup in Duval county is Suburban Attainment, that falls under
the suburban style demographic. This is also apart of Jax Black History’ target audience.
This ethnically diverse subgroup makes up 13.9 percent of Duval county’s population
and consists of middle-aged couples and small families. This educated group ranges
from late 30s to late 40s and work white-collar jobs in business, public administration,
education and technology. In terms of media, they watch premium TV channels
including Speed, IFC, BET and TV Land. The Suburban Attainment listen to radio stations
airing news, rock and sports.

This group is slowly moving away from print media, however “they still like to read
magazines that cover parenting, health, food, entertainment and the African-American
community. More and more, they’re getting their news and entertainment from the
Internet. While they’re ambivalent about advertising on most traditional channels, they
do respond to email ads, sponsored websites and links,” the Mosaic states.

According to Pew Research, America is becoming more divided in a sense that older
and younger Americans are exhibiting key differences in political ideologies, and overall,
the way they think. Older Americans typically are conservative and more religious versus
the younger portion of America that is more diverse, liberal and secular.

12
Pictured left: Inside the Central Hotel at the
intersection of Broad and Beaver Streets.
Courtesy of the City of Jacksonville Historic
Preservation Office. Photos like this can be
used for #thisdayinhistory features referenced
in the media plan (see pg. 34).

Pictured right: Aerial view of historic LaVilla


located on the north bank of the St. Johns
River. Photos like this can be used for the
interactive timeline tab on the Jax Black
History website (see pg. 28).

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Primary Research
Survey Results
The purpose of the survey was to gather information on whether the target audience
is aware of Jacksonville’s black history. The survey also sheds light on whether or not
Jacksonville’s black history is of interest to the target audience the campaign is focusing
on. Millennials, who are also a part of the ‘Striving Single Scene,’ make up a significant
portion of the target audience. The majority of the survey results were obtained from this
portion of the target audience.

The survey was distributed primarily through Facebook. From Feb. 20, 2018 to March
1, 2018, Bold City Creations surveyed 177 participants regarding Jacksonville’s black
history. Out of the participants, 91 identified as within the 15-30 age range. The second
largest age group was 38 individuals in the 46-61 age range. The least represented
groups included 32 individuals within the 35-45 age range and 16 within the 61+ age
range.

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Ethnicity
Shown below: 79 percent of respondents identified as White/Caucasian
and made up a significant portion of the demographics. This also mirrors
Jacksonville’s population as majority of its residents identifies as White/
Caucasian. Out of the 177 participants: 12 percent identified as Black/African
American, 6 percent of people identified as Hispanic or Latino, 3 percent
identified as Asian or Pacific Islander and 3 percent identified as American
Indian or Alaskan Native. Furthermore, 2 percent of participants preferred not
to specify their ethnicity and 2 percent specified another ethnicity not listed
(Jewish, Asian Indian and Hispanic/White).

Ethnicity

White/Caucasian

Prefer not to answer

Other

Hispanic or Latino

Black/African American

Asian or Pacific Islander

American Indian

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9

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Primary Research
Continued

Education
Shown below: the various education levels of those surveyed. Only 4 percent of
respondents were currently in high school, or had a high school-level education, while
96 percent have attended college. Of all who answered, 60 percent were college
graduates, and 18 percent had a graduate degree.

Education

Completed graduate school

Some Graduate School

Graduated from college

3 years of college

2 years of college

1 year of college

Graduated from high school

11th grade

0% 5% 10% 15% 20% 25% 30% 35% 40%

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Geographic Location

8%

15%

5%

72%

Jacksonville Jacksonville surrounding area Florida (outside Jacksonville area) Other

Geographic Location
Shown above: 72 percent of respondents reside in Jacksonville. The second largest group
is represented by 15 percent of respondents living outside of Jacksonville but in the state
of Florida. The two least represented groups are 5 percent in the surrounding Jacksonville
area and 8 percent who chose “other”.

Some of these places include: Illinois, Iowa, North Carolina, New York, Minnesota, Arizona,
Virginia, Missouri, Tennessee and California.

17
Primary Research
Continued

Familiarity with Jacksonville’s Black History


Shown below: the majority of respondents are familiar with Jacksonville’s black history, at
59 percent. Only 41 percent of respondents said they were not familiar with it. Bold City
Creations plans to increase the percentage of familiar respondents significantly by the
end of the campaign. Using events, media, exposure and promotion, the team aims to
inform as many residents and incoming tourists of the rich history behind this city.

Familiarity With Jacksonville's Black History

41%

59%

Yes No

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Learned Black History in School

32%

68%

Yes No

Learned About Jacksonville’s Black History in School


Shown above: the majority of respondents were not taught about Jacksonville’s
black history in school. Only 32 percent of respondents were exposed to this type of
curriculum, while 68 percent were not. Bold City Creations created an educational toolkit
for teachers to include in their annual curriculum. The goal is to raise the number of
students exposed to Jacksonville’s black history in school.

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Primary Research
Continued

Familiarity With Local Organizations


For more questions referring to
Shown below: a majority of survey respondents are familiar
black history in schools,
with local organzations. The best known organization
questions responses included:
was the Museum of Science and History at 90 percent of
Are you interested in learning respondents. The Ritz Theater and Museum, Visit Jacksonville
about Jacksonville’s and COJ.net followed. Over 60 percent of respondents were
black history? familiar with the three of them. The survey found almost
all respondents were interested in learning more about
Very Interested: 33 percent Jacksonville’s black history and attending events geared
Interested: 37 percent toward it. The secondary research found that the Striving
Indifferent: 26 percent
Single Scene are interested in the preservation of history,
Uninterested: 3 percent
Very Uninterested: 2 percent
but don’t want to invest money into it. Holding free events
geared toward informing and raising awareness will attract
Are you interested in attending this group and increase popularity.
events geared towards
Jacksonville’s black history? Familiarity with Local Organizations

Very Interested: 32 percent


Interested: 38 percent Museum of Science and History
Indifferent: 21 percent
Uninterested: 5 percent
Very Uninterested: 4 percent COJ.net

Visit Jacksonville

Ritz Theatre/Museum

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1

20
Preferred Media
0.45

0.4

0.35

0.3

0.25

0.2

0.15

0.1

0.05

0
Internet websites Mobile Print media Social media Other
applications

Preferred Media
Shown above: the majority of respondents prefer information from internet websites, at
42 percent. The following most popular medium is social media, at 31 percent. The least
represented groups include print media at 11 percent, mobile applications at 8 percent
and other at 7 percent. Some of the other responses included blogs, live programming,
Fox News, books, video and TV news. Based off survey findings, the target audience
would be best reached through digital media. The communication and media team
have developed a website and multiple social media accounts to provide the audience
with continuous updates and information. The teams will take advantage of the traffic on
previously developed websites like Jacksonville.com and Visit Jacksonville.

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Secondary Research
Jacksonville is filled with rich black history that has been lost in the expansion and
development the city has undergone. Visit Jacksonville provides historical tours though
various sites including the AdLib Luxury Tours black history tour. Visit Jacksonville lists
AdLib as a possible means of entertainment; however, it lacks any awareness of the black
history tours the company offers. Furthermore, these websites offer great services for
prospective tourists but are lacking simple events for locals to obtain general knowledge.
Visit Jacksonville and COJ.net do not provide information about black history.

Daytona Beach’s website has a section about arts and culture where visitors can find
information on local museums, historical sites, performing arts and African-American
heritage. The African-American heritage page has links to historic sites in the area as well
as a map showing their locations. There is a “Share the Heritage” brochure that provides
a look into the unique history that built Daytona Beach and a tour around Volusia County
highlighting the African-American cultural and historical sites.

The city website is useful for targeting local and tourist audiences with an array of
information from local history to the top attractions in the area. By utilizing this template,
Bold City Creations can make the Jax Black History website a useful resource for
Jacksonville residents who are interested in visiting black history locations.

22
Visit Tallahassee’s website consists of a self-guided tour of the city’s black history with
a list of historic black artifacts around the city. The contributors of Visit Tallahassee’s
website include Florida A&M University, the First Presbyterian Church and Museum of
Florida History. There is a synopsis of how each historic location was involved in the city’s
black heritage and an address.

The advantage of having this information on a website is that tourists and residents
gain awareness of what black history may be nearby. By providing a readily available
list of historic places around Jacksonville, citizens can find nearby hisotrical sites. Visit
Tallahasse’s website is a great model for Jax Black History to reference.

Orlando celebrates black history in its own way with a dedicated section for local figures
in black history, such as Bluette Jenkins and Dr. Jerry B. Callahan. While it does not have
much about black history on its official website, the city has a vibrant historical past,
which is on display in places such as the Wells’ Built Museum of African American History
and Culture and the Hannibal Square Heritage Center. Orlando utilized short YouTube
clips about prominent black members of Orlando’s history. Central Florida also has the
African American History tour that runs throughout the year. Jacksonville can benefit
greatly by mirroring its neighboring cities on how they advertise their black history.

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Media Audit Summary
The media team found a fairly short list of articles that focused on Jacksonville’s black
history. The team discovered a rapid increase of articles during the month of February
which is Black History Month. From a number standpoint, around 20-25 articles in the
month of February which is an increase from other months.

This media trend is present throughout all of the organizations that were included in the
audit summary. The Ritz Theater and Museum is mentioned in the news an average of
three times per month. Jax Black History aims to be mentioned in the news an average of
three times per month as well.

The Ritz Theater and Museum was mentioned a total of 34 times in the media during
2017. Jacksonville’s Museum of Science and History (MOSH) was mentioned an average
of five times per month, and a total of 63 times in 2017. The Jacksonville Historical
Society was mentioned in the news an average of two times per month, and 26 times
total in 2017. Durkeeville Historical Society and J.P Small Ballpark were mentioned in the
news an average of once per month and mentioned an overall of 11 times in 2017.

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Campaign Goal
Campaign Goal: The goal of this campaign is to raise awareness in the local
community about Jacksonville’s black history.

Tagline: Rediscover Our Forgotten Past

Objective I: To expand awareness of black history for Jacksonville residents age 25-50
by 25 percent.
Strategy: Utilize diverse digital media, promotional videos and community events.

Tactic 1: Create a website that serves as a hub of knowledge and center


reference for Jacksonville’s black history.
Tactic 2: Develop an interactive timeline to display and engage users with
Jacksonville’s black history.
Tactic 3: Create two promotional videos illustrating Jacksonville’s black history.
Tactic 4: Develop and propose The Jacksonville Black History Festival at the Ritz
Museum and the Jacksonville Black History Panel at MOCA.
Tactic 5: Create and engage Facebook, Twitter, Instagram and YouTube using
social media campaigns.

Objective II: To increase knowledge of black history for Jacksonville’s middle and high
school students by 30 percent.
Strategy: Provide resources for local teachers to promote Jacksonville’s black history,
focusing on 2019’s Black History Month.

Tactic 1: Provide an educational toolkit for teachers to utilize during Black History
Month 2019.

25
Branding
The brand style chosen by Bold City Creations was inspired not only by Jacksonville’s
aesthetic appeal, but its forgotten history that has shaped the city into what it is today.
The title and tagline, “Jax Black History - Rediscover Our Forgotten Past” was created to
bring attention to the successes and culture experienced throughout the years by black
Jacksonville citizens.

The logo itself serves as a visual representation understood by many local residents
as the Jacksonville skyline. Bold City Creations decided upon variations of the Avenir
font due to its accessibility throughout multiple editing platforms as well as its visually
pleasing appearance to the reader. Lastly, the color scheme chosen allowed us to
be able to encompass Jacksonville’s tone as a city on the water, while retaining the
professionalism required when bringing attention to such an important aspect of our
history.

26
27
Website
JaxBlackHistory.org
The Jax Black History website – jaxblackhistory.org – is a central location for the
community to visit to learn more about the broad black history in Jacksonville. The
website features a homepage that highlights the mission of Jax Black History and the
Advisory Council, as well as a way for the community to sign up and become advocates
for Jacksonville heritage. The homepage also highlights other sections on the website,
such as stories featuring prominent figures and places in Jacksonville history, and events
going on in Jacksonville that relate to the vibrant culture.

Visitors can check out the Jax Black History social stream, discover important locations in
Jacksonville and sign up for the Jax Black History newsletter.

28
29
Website
Continued

The website features an


interactive timeline that
visitors can scroll through
to see all the different
landmark dates that are
important to the history in
Jacksonville. If someone
would like to learn more
about a specific date they
can click on the date and
a pop-up box will show
more information on the
topic. The timeline will
also have the option to
link out to other pages on
the website or on external
sites, as well as feature
multiple photos.

30
Promotional Videos
Rediscover Our Forgotten Past
Rediscover our Forgotten Past is a promotional video that captures multiple
families growing up over time and showcases the fact that “we all know our own
history.” The video focuses on what individuals already know and draws attention
on what has been forgotten: Jacksonville’s black history. Viewers should feel
motivated by the end to visit the website and rediscover Jacksonville’s black history.

Just Because the Buildings Aren’t Standing


Just because the buildings are no longer standing, does not mean the history doesn’t
exist. This 30-second promotional video gives a high-level look at the rich black history in
Jacksonville. It shows that even with the buildings gone, there is still a lot to learn about
Jacksonville’s black history. It also shows the audience that this is not just anyone’s history,
this is “our history” and it should be rediscovered. The purpose is to peak the interest of
the public and have viewers visit the website to learn more.

31
Events
Jacksonville Black History Festival
One event for suggestion is to host a festival for black history awareness. For
entertainment, there will be three showings of the documentary about black history in
Jacksonville (free tickets) and local blues singers and dance schools can use the stage.
Food trucks, local vendors and activities will line the streets surrounding the Ritz Theatre
and Museum. This event expects 1,500 - 2,000 people. This event will be marketed
to families, professionals, students and retirees. Invite local museums to host pop-up
museums (waive entry fee for museums), artists and local businesses.

What: A festival to promote Jacksonville black history


When: Saturday, Nov. 3, 2018, 10 a.m. – 7 p.m.
Where: Ritz Theatre, 829 North Davis Jacksonville, FL 32202
Why: To raise awareness about Jacksonville black history
Publicity: Emails, posters and social media posts

Proposed Timeline:
9:00 a.m. Volunteer arrive/vendors set up
9:45 a.m. Food trucks arrive
10:00 a.m. Festival opens
10:00 a.m. Stage opens for performers
11:00 a.m. First showing of documentary
2:30 p.m. Second showing of documentary
5:00 p.m. Third showing of documentary
7:00 p.m. Event ends

32

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Jacksonville Through Conversation
The Jacksonville Through Conversation event is a panel where individuals can learn
more about Jacksonville’s black history. Members of the community will be able to
ask questions and engage with local historians. The panel will be held at the MOCA
Jacksonville, located downtown, making it convenient for people all over the community.
There will be refreshments provided for people who attend.

What: A panel to discuss Jacksonville’s black history with local historians


When: Friday, Oct. 19, 2018, 6 p.m. – 8 p.m.
Where: 333 N. Laura St., Jacksonville, Fla. 32202
Why: To raise awareness about Jacksonville black history
Publicity: Emails, flyers and social media posts

Proposed Timeline:
5:45 p.m. Event begins and guests arrive
6:00 p.m. Panel begins
6:45 p.m. Panel Q & A begins
7:30 p.m. Panel concluded followed by reception
8:00 p.m. Event ends

33
Event Posters
JAX BLACK HISTORY
presents

JACKSONVILLE BLACK
HISTORY FESTIVAL
November 3, 2018 | The Ritz Theatre
Festival Begins at 10:00am

Movie Screening | Food Vendo


rs | Mini Museums

:00
0| 2:30 | 5
es: 11:0
Showtim @jaxblackhistory
Visit jaxblackhistory.net for more info. Jax Black History

34
JAX BLACK HISTORY presents:

Jacksonville Through Conversation


In-depth conversations about Jacksonville’s
Black history with a panel of local historians.

g otten Past
u r Fo r
v er O
Redisco

MOCA Jacksonville
Friday, October 19
At 6:00pm
Visit jaxblackhistory.org for more info.

@jaxblackhistory Jax Black History

35
Events
Contacts

Jacksonville Black History Festival


Jacksonville Sheriff Office (for security) Walmart (for Ozark Trail Run tents)
Lavender Henry 8808 Beach Blvd, Jacksonville, FL 32216
Secondary Employment (904) 642-4999
501 E. Bay St
Jacksonville, FL 32203 All About Events
(904) 630-1953 4556 St. Augustine Road
Jacksonville, FL 32207
Luxe Party Rental (904) 379-6822
10263 Beach Boulevard
Jacksonville, Fl 32246 Vista Print
(904) 683-4628 (866) 614-8002

Ritz Theatre
Stacy Aubrey
829 North Davis
Jacksonville, FL 32202
(904) 633-6101

Jacksonville Through Conversation

Mico Fuentes – Dining Room Manager/Event


Coordinator
m.fuentes@unf.edu
904.620.3223

36
Cost Analysis
Jacksonville Black History Festival
Amount Items Total Cost
1 Custom Banner (2.5 x 8) for promotion $52
6 Trash Cans (comes with bags) RENTAL $32
1 Ticket Reel (2,000 count) $11
10 Water (for volunteers) $40
3-5 Food Trucks $0
10 French Barricade RENTAL $90
40 Folding Chairs RENTAL $90
1 PA System RENTAL $75
3 Security (9 hours) $945
1 Portable Restroom Handicap RENTAL $200
2 Portable Restroom RENTAL $250
1 Stage (16 x 20) RENTAL $700
TBD Ozark Trail Run Tents (vendors pay) $68.85
8 hours Ritz Theatre $0
1 Cleaning for the Ritz Theatre EST. $200
Total Cost: $2,753.85

Jacksonville Through Conversation


Amount Items Total Cost
4 26’ banquet table fold-in half $39.80
4 Table Cloth $85.76
3 Water (24 pack) $140.64
3 Sid Wainer & Son Party Primer Cheese - Costco $470.61
3 Mrs. Fields Cookies Tray - Costco $149.97
4 hours Auditorium $1,220
Total Cost: $2,106.78

37
Media Plan
Facebook
Jax Black History will be represented on Facebook as a public page. People can like
and follow the page, post and share its content and read reviews and see current events
happening with Jax Black History. Information about historical landmarks and prominent
people of Jacksonville during the designated era will be the focus of the posts. Any
current events that take place in the Jacksonville area should be posted on the Facebook
page, such as library workshops, museum exhibits or guests speakers. Digital versions of
the event posters designed should also be posted on the Facebook page to promote the
upcoming events.

About: The About section on the Facebook page should state: Jax Black History is
dedicated to bringing awareness back to Jacksonville’s black history.

Gain Likes: To gain followers and recognition in the area, request for outlets such as The
Jacksonville Sun-Times, City of Jacksonville, Visit Jacksonville, Edward Waters College,
News4Jax and ActionNewsJax Facebook pages to like the page’s material and share Jax
Black History’s content. Return the engagement to this accounts, promoting the platform
even further. Having these outlets share the content will drastically increase the amount
of views on such posts.

Maintenance: Jax Black History should always reply and respond to interactions, like
comments and direct messages, within a twenty-four time period. The page should be
monitored for junk posts or unwanted loitering posts that are not relevant to Jax Black
History’s cause.

38
39
Media Plan
Continued

40
Twitter
Twitter postings should be shared 4-5 times a week. The twitter content should bring
awareness of prominent black people that shaped Jacksonville’s rich history and also
illustrate events and locations that are historic to the city. All content posted on Twitter
will end with the hashtag #JaxBlackHistory. Having a featured #ThisDayInHistory tweet
will allow followers to understand the importance of particular dates relating to events
that happened long ago.

Bio: The biography section on the Twitter account should state: Jax Black History is
dedicated to bringing awareness back to Jacksonville’s black history. #jaxblackhistory

Gain Followers: Having accounts such as The Jacksonville Sun-Times, City of Jacksonville,
Visit Jacksonville, News4Jax and ActionNewsJax retweet or replying to these tweets will
bring awareness to the account and gain followers. Searching keywords relating to the
campaign, like “Jacksonville history”, “black history Jacksonville”, “Ritz Theatre”, etc., will
be useful when targeting users who have expressed interest about the topic because
they have tweeted words that relate to the campaign. In order to bring awareness to the
topic, the administrator will follow different Jacksonville businesses, local government
accounts and any Jacksonville professionals who are active on Twitter.

Maintenance: Keeping the theme consistent in all posts needs to be executed over the
course of the whole campaign. It’s important that tweets and retweets stay consistent
with the campaign’s goals and any unrelated subject matter is not shared on the Twitter
account.

41
Media Plan
Continued
Instagram
Instagram will be utilized for it’s simple, photograph-focused platform, and posts will be
shared two to three times per week. The hashtag, #JaxBlackHistory, will be consistent
across all platforms to create a sense of continuity for the overall campaign and collective
exposure. Each post will always include this hashtag within the caption. In the same
context and approach as Twitter, using this hashtag along with others that pertain to
the particular posts will add awareness and exposure to the posts; similar to the use
of keywords. Using a style of post such as this should create a strong, yet minimalistic
presence for viewers while simultaneously informing those viewers of Jacksonville’s black
history, and will draw more followers to become interested in Jacksonville’s black history.

Bio: The biography section on the Instagram account should state: “Rediscover Our
Forgotten Past”

Gain Followers: The best way to reach followers and receive engagement is to use
hashtags. Hashtags on Instagram post the material on the Explore page in Instagram,
increasing the chance for impressions. Using the hashtag #thisdayinhistory, there are
76,000 potential impressions added to that post. As seen in the post examples, adding
the hashtags in the comments section keeps the post from being cluttered with hashtags.

Maintenance: Any engagement on Instagram, such as direct messages or comments,


should be responded to within twenty-four hours.

42
43
Media Plan
Continued
YouTube
YouTube was chosen as a contributing platform to the media plan because of its
predominant focus on videos. This emphasis on video content provides the ability to go
into more detail about any information that needs elaboration. For instance, the YouTube
channel will be utilized in a slightly different manner than the other social media outlets.
Uploads on the YouTube channel may also include brief educational videos that engage
the viewers in a captivating manner.

YouTube’s involvement in Jax Black History’s social media plan will differ from the daily-
maintained, previous accounts mentioned. YouTube will be a used-when-necessary
platform. Educational videos, documentaries and video content can be posted here
and then shared throughout the various social media accounts. It will be a harbor for all
audiovisual content.

Hootsuite
Hootsuite is the recommended social media manager. Using Hootsuite, multiple
accounts can be posted to from one domain and marketing insights are complied for
better media practices and audience listening.

Hootsuite has an option for a $19.99/month plan for up to ten social media platforms,
even though only four platforms are suggested. This premium plan includes training
videos for digital marketing and usage help, marketing insight metrics, unlimited
scheduling and unlimited RSS integrations. Hootsuite is very user-friendly and allows for
administrators to obtain certifications in digital marketing.

44
#RediscoverYourPast Social Media Contest

Dec. 1- Jan. 31
This campaign brings in the many personal stories of Jacksonville’s local residents. By
using the hashtag #RediscoverYourPast, people can post stories and photos about their
own pasts in Jacksonville. For example, current Jacksonville residents can post about
their ancestors who used to live in La Villa. The hashtag will show what others have
posted and the selected stories can be featured on Jax Black History’s social media.

This campaign will span across Instagram, Facebook and Twitter. On Dec. 1, announce
the contest with informative posts explaining the campaign on all three domains. The
campaign will end on Jan. 31, so make sure to announce the deadline as well. Features
for the selected stories and photos can run through the contest’s span. For example, Jax
Black Hisotry can feature a story once a week, or the posts can be featured during Black
History Month in Feb. 2019.

This contest’s inspiration came


from a public Facebook page
called, “You grew up in Pensacola
FL if you remember.” Shown
right is its daily usage and its
followers. Based on this page’s
popularity, Jax Black History’s
#RediscoverYourPast contest
should just as successful.

45
Media Plan
Continued
The logo to the right will be used for the
four social media platforms’ profile icon. The
banner below will be used for the four social
media platforms’ cover and banner photos.
This creates congruency among various
platforms and helps potential followers
identify the brand across the Internet.

The tagline “Redisover Our Forgotten Past”


will be posted in each biography section of
the four media.

46
Educational Tool Kit

The Educational Toolkit for Jacksonville’s Black History was created to bring awareness
and knowledge about the rich black culture rooted in our city’s history. This toolkit is
available for all teachers in the community.

The assignments range from slide presentations to creating songs about prominent black
history persons, events and places that left a lasting impact on Jacksonville’s arts, culture
and society.

This toolkit was created to be used during Black History Month in Feb. 2019.

47
Campaign Calendar
September 2018
September 1 Kick off social media campaign

October 2018
October 5 Begin promoting panel event every four days
October 11 Promote the documentary on social media every four days
October 23 - 25 Promote the documentary on social media daily
October 25 Premiere the documentary
October 17 - 19 Promote the panel on social media
October 19 Jacksonville Through Conversation (panel)
October 20 Post about the festival every four days

November 2018
November 1-3 Post about the festival on social media daily
November 3 Jacksonville Black History Festival

December 2018
December 1 Social media contest begins

January 2019
January 21 Send tool kits to local middle and high schools
Janurary 31 Social media contest ends

February 2019
February 4 Tool kits are utilized by schools

March 2019
March 18 - 29 Administrative survey and evaluation

48
Campaign Budget
Website Domain $14.00/month
Hootsuite $19.99/month
Poster Printing Provided by Times Union
Video Air Time Provided by WJCT
Survey Subscription $35.00/month*
Total Events Cost $4,860.63

Total Budget $4,929.62

Monthly Budget $33.99

* If the evaluation survey recieves over 100 responses, a SurveyMonkey subscription is


required to see all responses. A monthly subscription can be paid and than cancelled once
the information is collected, making the price only a one-time $35.

49
Evaluation
Evaluation
Objective One:
To assure this campaign achieves its goals, the
To expand awareness of primary research survey will be sent out to the
black history for Jacksonville target audiences once again. If the goals have
residents age 25-50 by 25 been met, the responses to this survey will
percent. reflect successfully.

Objective Two: This campaign was founded on the objective


listed to the left. Both of these objectives’
To increase knowledge of success will be determined through the
black history for Jacksonville’s questions on the comprehensive survey.
middle and high school
students by 30 percent. In the beginning of this campaign, this survey
was sent out in February, shared throughout
various social media platforms, and it recieved
177 responses. The evaluation survey should
aim to reach the same amount or more
responses.

This evaluation survey will be sent out during


March 2019 for ten days.

50
Recommendations
Tour: A tour of Jacksonville’s black history would take place in the LaVilla and Durkeeville
districts. Tourists will be able to ride a bus through these districts and will be able to visit
the following locations: Old Stanton School, Clara White Mission Museum, Ritz Theatre
Museum, Myrtle Avenue and J.P Small Field. Potential tourists stops include the Ritz
Theatre Museum.

Restoration: Holding two fundraisers a year dedicated to the restoration efforts of the
historical buildings in LaVilla, Durkeeville and other prominent black neighborhoods
would honor and remember Jacksonville’s black history. In addition, a memorial park or
monument would honor Jacksonville’s black history.

Stickers: Jax Black History’s logo would make great stickers. These stickers would go well
on laptops and on cars, and serve as a good self-advertising tool.

Blues School Assembly: Blues is significant to the black history of Jacksonville. A local
blues band would go to local schools, both performing and discussing the significance
of the music to Jacksonville’s black history.

Grants: The Institute of Museum and Library Services has the Museum Grants for African
American History and Culture Program, which yearly offers grants starting at $5,000 for
museums with a focus on black history. Acquiring grants from this program would benefit
the promotion, preservation and restoration of Jacksonville’s black history.

Augmented Reality: Utilizing groundbreaking new technologies would allow the


program to reach a wider audience and augment the experience of those interested
in learning about Jacksonville’s black history. Augmented reality has the potential to
engage an audience in a new and exciting way.

51
Sources
African-American Heritage in Tallahassee, FL. (n.d.). Retrieved January 15, 2018, from
http://www.visittallahassee.com/explore/self-guided-tours/african-american-heritage/

Brandy, T. Striving Single Scene. (n.d.). Retrieved February 10, 2018, from http://www.
demographicsnow.com/#!/login

City of Orlando. (n.d.) Retrieved February 20, 2018, from https://www.youtube.com/


channel/UCTOsxjDi8Wow6xhEbGvVugA

Daytona Beach African-American Heritage. (n.d.). Retrieved January 17, 2018, from
https://www.daytonabeach.com/things-to-do/arts-culture/african-american-heritage/

Hannibal Square Heritage Center. (n.d.). Retrieved February 20, 2018, from http://www.
hannibalsquareheritagecenter.org/

Smith, S. (2017, October 05). The Partisan Divide on Political Values Grows Even Wider.
Retrieved February 14, 2018, from http://www.people-press.org/2017/10/05/the-parti-
san-divide-on-political-values-grows-even-wider/

Wells’ Built Museum of African American History and Culture. (n.d.). Retrieved February
16, 2018, from http://www.wellsbuiltmuseum.com/

Where to Learn About Florida’s Black History. (n.d.). Retrieved January 17, 2018, from
http://www.visitflorida.com/en-us/things-to-do/arts-history/african-american-histor-
ic-sites-in-florida.html

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