Fueled by an outpouring of support and desire to see a revitalized downtown, The Jacksonville Jaguars and Iguana Investments, Shad Khan’s development company, created a game plan to turn renderings into reality.
With the goal of rallying community support, the team approached us to develop a campaign to launch their vision for the Jacksonville Shipyards and the path toward a Stadium of the Future.
Enter 1st DownTown Jacksonville.
The campaign zeroed in on the idea that while Jacksonville is ready for a touchdown, it needs a First Down – for Downtown. The logo combines those ideas as a play on words while integrating the waves and colors of the St. Johns River. To kick-off the campaign, we created a messaging platform, imagery, website, presentation, and social media accounts to keep in-person and online conversations in line with 1st DownTown branding. This approach drove our marketing strategy and social media content calendar, as well as additional brand activations throughout Jacksonville like the1st DownTown Community Huddles and in-stadium advertising.
And it worked! Their team secured the touchdown, garnering momentous support from the community and Jacksonville City Council for their plans. More than 1,200 emails were submitted through landing pages we created in partnership with the Jags, driving traffic to the sites using email marketing, social media and public relations. With so much success, their internal team is replicating the same format to build momentum for the next wave.