Community Organization and Promotion
- 1. Promotional Campaign for Community Organization During the 1990s, George helped found Knoxville’s Historic Old City neighborhood Scott was the Director of Marketing and Public Relations for 8 years Scott created, raised funds for, and directed a multi-pronged regional promotional campaign with an annual budget of nearly $100,000
- 2. Marketing Director for The Old City In 1995 the campaign contained these elements: Logo and Branding Brochure Creation and Distribution Street Fairs and Events T-shirts Newspaper stories, inserts, magazines, advertisements Television and radio advertisements and promotions Billboards Neighborhood banners Other tourist-oriented promotions
- 3. Promotional Campaign-Brochures Evolved over Many Editions Included Every Business in Old City District Included Map Guide for Easy Location Reference Old City Businesses Advertising paid for Production and Distribution Distributed by Chamber of Commerce, City and County Downtown Hotels, Tourist Bureaus, all Old City Businesses Displayed in Every Tourist Welcome Center across Tennessee Unified Old City as a Community
- 4. Only Old City Neighborhood Association members were eligible to purchase display advertising Promotional Campaign-Brochures
- 5. Promotional Campaign-Special Events Event Month St. Patrick’s Day in the Old City March Dogwood Arts Festival Events April May Day Celebration May Independence Day July Old City Folk Festival August Knoxville Jazz & Blues Festival October Old City Christmas November, December New Year’s Eve December Numerous Free events were scheduled throughout the year:
- 6. Promotional Campaign-Special Events Total of more than 44 Performances on 3 Stages Scott conceived and directed more than 17 special events, including Old City Folk Festivals in 1995 and 1996, which drew visitors from as far away as Charlotte, NC An Example of an Old City Folk Festival Event Schedule:
- 7. Promotional Campaign-Billboards Cost per business of billboards was set at $50 each. Order was placed when enough businesses committed to pay each per month for 6 months 4 Billboards were placed strategically on Knoxville area Interstate sites during Tourist Season Billboards GREATLY increased awareness of Old City Billboards were the Single Most Effective Method of bringing New Tourists into The Old City
- 8. The Successes The interest generated by the development of The Old City awakened Knoxville to the possibility of a renewed, vital Downtown The result of this work is now coming to bloom on Gay Street, Market Square, and beyond
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