Situation Overview
The Dr. Benjamin L Hooks Job Corp Center retained the Devin James Group to develop and execute a brand/public awareness campaign to launch the Dr. Benjamin Hooks “Inaugural Memorial” 5K event. The event in honor of the late civil rights icon had a dual purpose to increase the awareness of Dr. Hooks’ efforts to eliminate remaining racial, economic, and other disparities in America by bringing the nation together to live up to its founding ideals of liberty and equality while also generating applicants to the job corps center.
Approach
From the brand slogan created out of one of Dr. Hooks’ famous sayings, the theme entitled “Your Turn Now” was launched with marketing initiatives and tactics to reinforce the importance of Dr. Hooks’ place in Civil Rights/Black History. The concept was to demonstrate the link between the success stories of individuals/leaders today and the stance of Dr. Hooks’ and others during the civil rights movements while simultaneously delivering a platform that increased brand visibility to position the Dr. Hooks name and legacy as a “household name” in various communities that today were unfamiliar with him and his accomplishments.
Media Summary
Ad Equivalency value of $85,000.00 with 2.7 Million Gross Impressions.
Outcome: TV PSA Promos / Media Coverage Secured Memphis Mayor AC Wharton and Congressman Steve
Cohen for PSA
We produced and routinely promoted the event in the “local
community” through on-air television promos and commercials.
Educational Impact
Considering most of the people who are familiar with Dr. Hooks and his legacy are at best 40 plus, we introduced 29 year old, Devin James, a former student of the Dr. Benjamin Hooks Job Corps Center and founder of the Devin James Group as brand ambassador. Job Corps requested James take the lead on this project so we used him as our “media play” and told his story (on WREG News “Live at 9” segment with anchors Marybeth Conley and Alex Coleman) of how Dr. Hooks and the Job Corps center played a role in his personal development as an emotional lever to create additional engagement with a younger target audience.
EVENT SPONSORSHIPS SECURED
Outcome
It’s Your Turn Now! The movement began with a ceremony at the National Civil Rights Museum lawn where we secured the City of Memphis Mayor AC Wharton, State Representative Barbara Cooper and other elected officials to deliver speeches at the opening ceremony with remarks and thanks to participants and corporate sponsors. Awards were presented to event chairs for exemplary performance and exceeding expectations.
Over 300 Participants (112 new applicants) ran or walked in honor and memory of Dr. Benjamin Hooks’ Legacy and service. Participants wore “Ben Hooks/Sponsor” branded shirts to signify their commitment and support as they completed the 3.1 mile (5K)through downtown Memphis starting and finishing the race at the National Civil Rights Museum. The crowds were full of families and students of all ages and the event was “pet friendly” so pet owners invited companions along for the event.
