THE TUBMAN AFRICAN AMERICAN MUSEUM
Challenge:
The Tubman African American Museum recognizes the achievements and tribulations of the African American experience. In telling the story of African Americans to local, national and international communities, the Tubman Museum fulfills its mission to educate all people about African American art, history and culture while promoting harmony among all races.
With approximately fifty percent of its state-of-the-art, 49,000 square foot building complete, The Tubman was looking to launch into the second phase of their Capital Campaign to raise the remaining $8.5 million needed to complete construction. Recognizing that a strong public relations effort was essential for reaching that greater recognition goal, they hired Shira Miller Communications to help them build credibility and gain community support.
Solution:
After multiple discussions with the Tubman staff and Board of Directors, SMC created the "The Act of Courage Award" as a community relations project to recognize Georgia individuals and community leaders who exemplify courageous behavior, which is one of the key messages of the museum. A call for nominations was sent out and the applications quickly poured in. Seven winners were chosen by the Board and the recognition they received was outstanding. The SMC team secured hits with Macon Telegraph, Metro Courier, Savannah Morning News, Georgia Informer, Atlanta Voice, Savannah Herald, Savannah Tribune, Atlanta News Leader, Rolling Out Magazine, The 11th Hour, Address Macon, Macon Magazine, Georgia Beat, WDDO-AM, WBBQ-FM, WHKN, WFXM, WJGA-FM,WMGT-TV, WMAZ-TV, WPGA-TV, WGXA-TV, CW Atlanta, and The Herbert Denard Show. This effort generated 1,761,835 media impressions and reached a total circulation of 704,734 readers. If the Tubman had paid for this earned media, the equivalent advertising cost would have been $20,549.95.
"It has been a pleasure working with the team at Shira Miller Communications, Inc. They are creative and productive… and they produce results!"
-Chris Spicer
Director of Sales and Marketing, The Tubman African American Museum
