Integrated Marketing Plan Case Study #1
RALLY Jacksonville! and
Mayor Peyton’s Book Club

2005 Marketing, Promotional and Corporate Identity Campaigns

Project Scope
RALLY Jacksonville! and Mayor Peyton’s Book Club Branding and Design for RALLY Jacksonville! and Mayor Peyton’s book club including logo and tagline development. Eleven custom books were written, illustrated, printed and mailed to the entire book club membership. BroadBased Communications developed the branding strategy for RALLY Jacksonville! and Mayor Peyton’s Book Club including naming recommendations, logo and tagline development.

Objectives
Mayor Peyton’s plan to get every child ready to read! This plan makes early literacy a core value in Jacksonville, improves the quality of child care sites, and increases the number of children who are ready for school at the beginning of kindergarten.

Target Audience
Parents of four-year-old children in all parts of Jacksonville.

Types of Media Used
Direct mail, flyers, print advertising, books, television stage sets, backpacks and event displays.

Overall Evaluation
Over 8,000 children were enrolled in the first year of the book club. Year Two efforts are following the same strategy as Year One, with minimal modification.