Media Relations Case Study

Solution
To effectively communicate this important information, Mel Hewitt and c21 decided to hold a press conference to announce the Title IX lawsuits they intended to file against six different schools in Georgia and to showcase the law firm's efforts in advocating for crime victims.

Title IX is a comprehensive federal civil rights law that prohibits discrimination in educational institutions receiving federal funding, protecting individuals from the youngest public school students to adults in our most prestigious universities. Originally, Title IX served as a powerful mechanism to combat and prevent sexual violence and harassment in educational settings. However, significant changes to the general rules in 2020 have made it more challenging to pursue justice in Title IX cases.

To disseminate Isenberg & Hewitt’s message, c21 updated its targeted media lists and sent a media alert to the major Metro Atlanta news stations with the details of the conference, as well as information about Title IX and the cases being filed.

c21 secured a conveniently located conference room for easy reporter access, and following the conference, compiled all the media coverage in a report. c21 then posted the coverage on Isenberg & Hewitt’s website and social media platforms to further extend the information distribution.

Results
The press conference drew camera crews from WSB-TV, Atlanta’s top-rated TV station, 11Alive and CBS46. 11Alive shared their footage with FOX5, resulting in 36 media clips, primarily TV coverage. Coverage of the press conference and the Title IX cases was so successful it resulted in and drastic increase in calls to the firm.

c21 Event Planning Case Study

Challenge
In early 2023, the new One Cumberland nonprofit was largely unknown within the community due to a lack of formal introduction. The Cumberland Community Improvement District (CID) sought to host a large event to raise awareness about the new nonprofit, celebrate the CID's 35th anniversary and position One Cumberland as the go-to organization for community fundraising in the Cumberland district. The CID hired c21 to plan and manage an inaugural community meeting, scheduled as an early morning event on March 2, 2023.

Solution
Cumberland CID and c21 first set some goals:

• Sell 300 event tickets
• Attract at least six gold-level sponsors
• Present an expert panel highlighting Cumberland’s diverse amenities
• Establish One Cumberland as a key player in community engagement

To achieve these goals, c21 developed a comprehensive event plan that included:

• Event logistics: catering, entertainment, audio, photography, décor, attendee giveaways, a detailed run of show and more
• Social media strategies and graphics to promote ticket sales
• Media relations strategy to attract event coverage by reporters and news stations
• Onsite event management and support to make ensure flawless execution

c21 and Cumberland CID worked together to create a detailed planning timeline and met weekly to ensure all tasks were completed on schedule. c21 coordinated closely with the TK Elevator venue for all logistics, including staging, catering and audio/visual needs. A creative stage backdrop was designed by c21 and executed by Yes Events and catering was provided by TK Elevator's team, featuring breakfast options for attendees. A special cookie giveaway, featuring the One Cumberland logo, was sourced from a local vendor to promote community support.

c21 developed a detailed run of show for all event logistics, as well as helped create a program featuring expert panels and a keynote from Mike Plant, CEO of The Atlanta Braves Development Company, which worked to develop The Battery within the CID. c21 and CCID also worked with the Atlanta Opera to host a performer to entertain the crowd, highlighting the CID’s strength in the arts. This meant sourcing, renting and moving a grand piano in and out of the event space. The program was designed to showcase Cumberland’s strengths and rich culture while fostering a sense of community among attendees.

The event was scheduled to take place early in the morning, which posed logistical challenges for vendor deliveries. c21 and Cumberland CID managed vendor deliveries and set-up the evening before, ensuring a seamless experience on event day. The event successfully began at 7 a.m. with over 300 attendees, who engaged in networking before the program started.

Results
The inaugural Cumberland Community Meeting was a resounding success:

• All 300 tickets were sold
• Nine gold sponsors were secured, surpassing the goal of six
• Attendees praised the informative panels and inspiring keynote speech
• One Cumberland was established as a leader in community engagement, fostering valuable connections among attendees

Through thoughtful planning and execution, the event not only celebrated the CID’s legacy but also set a strong foundation for future community initiatives under One Cumberland.

Challenge
In May 2023, the announcement of President Jimmy Carter entering hospice care prompted the Executive Director of Gateway85 CID to honor the 39th President with a tribute event.

The goal was to celebrate Carter’s legacy while positioning the Gateway85 area as a diverse and vibrant hub for businesses and community engagement. However, the challenge was to execute a large-scale event within a tight four-week timeframe, garner media attention and effectively engage a diverse audience, all while maintaining a budget of approximately $25,000.

Solution
To meet this challenge, c21 was engaged to conceptualize and manage a community event titled “Jimmy Carter - The Man, The Road, The Legacy.”

 The plan included:

1. Event Planning and Logistics:
• Secured a venue, managed registrations and coordinated speakers
• Engaged high-profile speakers, including Ambassador Andrew Young, Jason Carter (Jimmy Carter’s grandson) and Jonathan Reckford, head of Habitat for Humanity
2. Event Promotion:
• Curated an invite list, managed digital invitations and coordinated media relations
• Designed promotional materials, including 40 large and 48 small pole banners to display along Jimmy Carter Boulevard
3. Catering and Community Engagement:
• Collaborated with local restaurants to showcase the area’s diversity with a post-event luncheon
• Livestreamed the event on social media for added reach

Results
Despite the tight timeline and logistical challenges, the event achieved significant success.

Attendance and Engagement – More than 200 people RSVP’d and approximately 160 people attended, showcasing robust community interest.

Increased Visibility: The event successfully connected President Carter’s legacy with the area’s diversity and economic growth, highlighted through speeches from influential community leaders.

Community Identity: The banners installed along the district’s main artery, Jimmy Carter Boulevard, established a strong sense of place and community identity.

Media Coverage: The event garnered extensive media attention, with impressions totaling more than 920 million and coverage from two television stations.

Legacy Sharing: The event was livestreamed and recorded, with a link shared with the Carter family, ensuring that the tribute reached its intended audience.

Through strategic planning, community collaboration and effective execution, the event not only honored President Carter but also elevated Gateway85 CID’s profile as a flourishing economic and cultural center. This tribute marked the beginning of a series of initiatives aimed at promoting the district’s innovative spirit and vibrant community.

Cumberland CID Paces Mill Palisades Groundbreaking Fan program

c21 Solution

The program information included details on the event's run-of-show, key speakers and showcased illustrations of the park’s renovations plan. c21 considered the intense summer heat that would likely affect event attendees, and suggested the groundbreaking program be created as a hand-held fan.

c21 designed the program to fit into a custom kayak paddle shape, which symbolized the region’s kayaking culture while connecting the design to the Chattahoochee River. c21 then worked closely with CCID and vendors to ensure timely production and delivery of the double-sided printed program in the shape of a kayak paddle to celebrate the groundbreaking of the New Day Palisades project.

Challenge
Vernon Krause, CEO of Krause Auto Group, has a vision to create a world-class entertainment hub for North Georgia including best-in-class dining, local and high-end retail, a boutique and business hotel, a community center, residential options and an arena designed to host a range of top-tier events — from regional meetings to premier concerts to county-wide graduations and even professional sports — called The Gathering at South Forsyth.

The development needed a website to showcase site plans and renderings prior to an official media announcement and to legitimize itself to the Forsyth County community, including the Commission and residents. However, there was less than a month from c21 starting on the account to the announcement of the development, so the site had to be expedited.

The Gathering at South Forsyth needed a microsite created in three weeks to:

• Feature a landing page that would showcase information and official development renderings prior to distributing an announcement press release and to boost support of the development among Forsyth County residents.
• Give supporters of the development a place to become an “insider” by registering for email updates.

Solution
c21 drafted a streamlined navigation, the microsite’s content, created a wire frame design and gathered approved photo/image assets to provide to the client’s in-house web developer - suggesting improvements to three initial designs to help capture the scale and excitement around the project. Due to c21’s quick work, the website went live in less than three weeks and prior to the development’s official press release announcement. The site included renderings, a promotional video from the architect and information for South Forsyth residents detailing the proposed amenities.

c21’s web form connected directly to the agency’s email service provider - gathering emails and names to receive future updates. The form also included check boxes so “insiders” could share their specific interests regarding the development – allowing c21 to segment the list in the future (i.e., retail, dining, residential, sports, etc.).

Challenge
As construction on the transformative GA400 corridor improvement project intensified, the Perimeter Community Improvement Districts (PCIDs) faced a perception challenge. Extended traffic disruptions threatened the area's reputation among businesses, investors, developers, brokers and prospective tenants. Accessibility and congestion concerns were impacting relocation, leasing and development decisions.

PCIDs engaged communications 21 to create a compelling communications tool that would reinforce the district's economic strength, showcase its long-term value and position the Perimeter as one of Georgia's premier business destinations.

Results
The project was completed within an aggressive four-week timeline and delivered measurable value to the client.

• Strategic Storytelling: Successfully condensed a complex 50-page report into an engaging eight-page brochure that clearly communicated PCIDs' economic impact and long-term vision.
• On-Time Delivery: Produced and delivered 150 printed brochures, enabling immediate use for stakeholder outreach and business development efforts. Due to strong client satisfaction and demand, PCIDs requested an additional 100 copies printed following the initial production run.
• Positive Client Response: The client praised the brochure's effectiveness in elevating awareness of the district's value, strengthening stakeholder communications and enhancing market visibility.

By transforming dense research into a powerful communications asset, c21 helped PCIDs maintain stakeholder confidence during a period of significant infrastructure disruption while reinforcing the district's position as one of Georgia's most important economic centers and an attractive location for future business investment.

Challenge
After 20 years, the North Fulton Community Improvement District (CID) felt it had limited name recognition and understanding by the community and key stakeholders of its accomplishments. Although it is a quasi-governmental, self-taxing entity formed by commercial property owners, people thought it was a government entity or a financial institution. With its 20^th anniversary approaching, it was the perfect time for a full rebrand, including the name, logo, colors and messaging.

Solution
c21 conducted its comprehensive branding process by first gathering information from stakeholders. The agency interviewed organizational leaders, current and former board members and partners to identify the CID’s strengths, opportunities, weaknesses and threats. c21 reviewed past projects and marketing assets, which led to the creation of updated mission and vision statements along with refreshed organizational messaging. Our findings informed a creative brief that guided the name and brand development.

During the rebrand process, “True North” was suggested by a board member, however due to its common usage, c21 suggested adding "400" to establish a strong connection to the organization’s principles and its project portfolio along state route Georgia 400, including three cities within the district boundaries.

c21 then worked with a graphic designer known for creating high-profile logos, who created multiple mock-ups. c21 narrowed the options with the client and presented three final designs to the board with updated messaging. The selected design featured a modern arrow icon pointing north with three points representing the three cities within the CID – Alpharetta, Milton and Roswell. The logo completely revised the muted corporate colors of the past to new, bold brand colors that made a statement.

c21 created an official brand guide, website and digital marketing assets, including email marketing templates and social media designs. We launched the new brand and immediately began managing the organization’s digital marketing – from emails to social media to videos and more.

Results
The rebrand was officially revealed at True North 400’s 20^th anniversary party, which c21 also planned and executed. c21 curated giveaway items in branded boxes, with whiskey glasses that featured both the old and new logos. The brand was also incorporated into 5’-8’ ft. foamcore panels on the event stage and a photo backdrop for attendee selfies.

Organization leadership is reinvigorated and often share the compliments they receive regarding the rebrand. More importantly, analytics show there is increased engagement through email marketing, social media and the website – all pointing to a greater understanding about the CID’s efforts, impacts and community benefits.

Solution

1. Purple Landmarks Campaign: c21 researched and contacted notable Georgia landmarks asking them to participate in illuminating purple, symbolizing support for victims' rights. We used footage from the landmarks lighting up to create an impactful video to share on social media.
2. Community Advocate Pledge: A campaign was launched to encourage client-facing businesses to become “safe places” for victims. c21 designed a window cling and resource packet to share with local businesses. We worked with the Prosecuting Attorneys’ Council of Georgia to share the static and resources with every Georgia District Attorney and Solicitors General office.
3. Champion Awards: On behalf of Marsy’s Law for Georgia, c21 organized the awards event and recognized the Criminal Justice Coordinating Council (CJCC) for implementing VINE Apriss, the state’s first automated victim automated system, and recognized Ché Alexander for maintaining accurate judicial data.
4. Marketing Collateral: c21 curated marketing and promotional materials in addition to producing media content to maximize visibility and engagement.
   

Result

• Increased Awareness: c21 successfully convinced several key landmarks to illuminate in purple and added two additional locations from previous years’ efforts: the Gateway85 CID pedestrian bridge and the Google building in midtown Atlanta.
• Business Engagement: c21 helped the Prosecuting Attorneys’ Council and the Georgia Office of Victim Services secure participation from various client-facing businesses around the state in the Community Advocate Pledge.
• Effective Media Coverage: c21 successfully secured a Crime Victims’ Rights Week proclamation from Governor Brian Kemp and the State of Georgia. Marsy’s Law for Georgia received significant media attention with a total of 558,549 impressions from press releases, social media and video content.

Solution
c21 worked closely with key members of the Rotary Club of Atlanta to create the name, messaging, logo, website, tackle box of materials, social media graphics and a communications strategy.

The tackle box of materials shared with organizations included: sample social media posts, email content, text message content and graphics for key dates surrounding the election.

c21 worked with the Metro Atlanta Chamber, Cobb Chamber, Georgia Chamber of Commerce and a small group of motivated Republicans and Democrats to recruit more than 170 of Georgia’s most influential large businesses, including The Coca-Cola Company, Delta Air Lines, UPS, Gas South, educational institutions like Emory University and Georgia Tech and small organizations and nonprofits like the Atlanta History Center, Central Atlanta Progress, The Carter Center, Habitat for Humanity International and more.

Results
In less than three weeks, c21’s efforts helped to reach more than 210,000 employees with state-sanctioned voter information.

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