A fully integrated plan.
Each partner—Roane Economic Development, Roane Chamber, Roane Tourism, Retire Roane and Education Matters—works together to stimulate Roane County and East Tennessee economy. To help get the word out about the efforts of the organization, the Roane Alliance needed a comprehensive marketing plan.
Marketing plans are complex, as they combine paid, earned, owned and shared media, to create awareness within a community or business. The marketing plan for the Roane Alliance offered some unique challenges. First, each partner needed its own unique strategy. Second, every tactic needed to support the overall goal of the Alliance: encouraging partnership and collaboration within the community to make it stronger.
Our team worked together to create a marketing plan that detailed how each member of the Alliance should use public relations, social media and traditional advertising to reach not only specific partner goals, but also the overarching goals of the Roane Alliance.
In addition to the marketing plan, we created a tri-fold pocket folder, an overview booklet about the brand and one-sheeters for each Alliance partner. We also designed a tourism rack card, business cards and other branded collateral for their office and for distribution at visitors centers.