Jen Glaze

Dr. McCleary
Marketing Plan
12/05/2021

Atlanta History Center’s MLK Celebration Marketing Plan

Narrative Overview
The Atlanta History Center invites guests from all ages (0-adult) to join our Dr. Martin Luthor
King, Jr. Celebration on January 16th and 17th, 2022. Marketing will seek to engage with family
audiences through various media outlets such as radio and podcasting channels. Our marketing
team will also utilize social media and email marketing as tools to engage with potential
audiences and update followers as the event date approaches.

Target Audience
Target audiences for the Atlanta History Center’s MLK Celebration fall into four categories.
● Families
● College students
● Children K-12
● Minority groups

Public Relations
The Atlanta History Center will issue a formal press release to local media outlets on Monday,
January 3, 2022, announcing the upcoming Dr. Martin Luthor King, Jr. celebration to the public.
Such media outlets include Creative Loafing, Atlanta’s local news channel 11Alive, WABE’s
Closer Look with Rose Scott, and informing Atlanta-based podcast channels such as Stuff You
Should Know and their umbrella company, HowStuffWorks.

We also aim to increase intergenerational audiences by advertising to Atlanta universities, both

inside and outside of the city perimeter. Such universities include Georgia State University,
Georgia Tech, Emory University, Clark Atlanta, Morehouse, Spelman, etc. We will inform
university systems through community partnerships gathered with the university systems such as
GSU’s student radio, Album 88, and mass email campaigns.

Marketing (10K budget)

● Temporary MLK Celebration webpage
○ Publish on November 15, 2021
● Homepage feature
○ November 19, 2021 - January 17, 2022.
● E-marketing

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 ○ Mass email campaigns scheduled for January 3, 10, and 15, 2022.
○ Monthly newsletter listing scheduled for months of December and January
● Social media posts
○ Organic November-January (3 posts a month)
■ Utilization of Instagram stories 3 times per month
■ 3 posts leading up to event in January 2022 and 3 posts total the weekend
of celebration
○ Paid posts, 3 paid posts for FB/IG Nov-January
○ Instagram influencer partnerships (4 posts, including 1 post weekend of and after
event)
● NPR Radio/Digital ads
○ 4 paid spots December/January (radio)
○ 1 Digital ad spot online
● WRAS 88.5 Radio ad
○ 1-2 paid spots
● Kiss 104.1 Radio ad
○ 1-2 paid spots

Type Timeline Budget

Temporary AHC webpage November 15 - January 17 $0 In-house

Homepage Feature November 19 - January 17 $0 In-house

E-marketing December 1 - January 15 $0 In-house

Boosted social media posts November 19 - January 17 $2,000

Influencer Marketing January 2 - January 17 $3,000

NPR Digital Ad December 1 - January 16 $1,000

NPR Radio Ad January 2 - January 15 $2,000

WRAS 88.5 Radio Ad January 9 - January 16 $1,000

Kiss 104.1 Radio Ad January 9 - January 16 $1,000

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Atlanta History Center to Offer Hybrid Format Martin Luther King, Jr. Celebration
Virtual and In-Person offerings to include educational simulations, film viewings, author talks,
and more.

Atlanta, GA (November 9, 2021) — On January 16 & 17, 2022, from 9 AM-4 PM, the Atlanta
History Center will share a variety of offerings to celebrate the life of Dr. Martin Luther King, Jr.
The legacy of Martin Luther King lives through his hometown of Atlanta, and his words resonate
with issues still experienced today. The MLK Celebration will provide family-oriented
experiences that encourage intergenerational dialogue and explore the Civil Rights Movement in
Atlanta while touching on themes such as activism, courage, freedom, and community
involvement.

The AHC will present the celebration to the public with free admission with food and drink
available for purchase on campus. Our campus works entirely in ordinance with Atlanta’s
COVID-19 protocols and we aim to continue ordinance for this MLK celebration.

We happily invite guests to participate in our educational and interactive offerings, which will be
available for virtual and in-person access at the AHC’s Buckhead campus. Among the offerings
are a series of experiences such as augmented Freedom Rides, USCT (United States Colored
Troops) experiences, farm crafting demonstrations, viewings of the film I Have a Dream, and
various children’s activities.

Virtual programming activities include digital content to engage with Martin Luther King Jr’s
legacy, such as printable children’s projects and toddler storytime suggestions. Other virtual
opportunities include recorded author discussions and one live, virtual-only book discussion.
Discussions will feature authors Arthur Dunning, Robert Hamilton, Akira Drake Rodriguez,
Christopher R.Lawton, Laura E. Nelson, and Randy L. Reid.

“Dr. King, as represented in civil rights and human rights agendas, can help us understand and
address the challenges of polarization today,” author Robert Hamilton noted. His book Dr.
Martin Luther King, Jr. and the Poor People’s Campaign indicates the importance of Dr. King’s
legacy to individuals of all backgrounds and will be one of the few books discussed during the
celebration.

The Atlanta History Center hopes to create the safest event possible without compromising the
guest experience by utilizing a hybrid celebration. For more information, please contact
___________ at ____________, and continue to follow our social media for event updates.

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Memorial March after assassination of Dr. Martin Luther King Jr. Image courtesy of the National Museum of African
American History & Culture