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Advantage Carroll Campaign: Synopsis - Carroll County Chamber of Commerce

2016 ACE: Award of Excellence

Carroll Tomorrow is a unique countywide public-private economic development organization that prepares for and promotes quality growth in Carroll County, Georgia. Since its creation in 2001, Carroll Tomorrow has worked closely with state economic developers to support expansion of existing business and recruit new companies to the area. Five years ago, the community leadership of Carroll Tomorrow embarked upon an aggressive initiative -- Advantage Carroll -- to secure private investment dollars to guide and stimulate the growth and well-being of Carroll County. The campaign was fully funded with outstanding results. To fund a second five-year cycle, the Advantage Carroll 2020 campaign was developed.


Date: January 2, 2017
Organization: Carroll County Chamber of Commerce
Chamber Website: http://www.carroll-ga.org
City: Carrollton, GA
Revenue Category: $450,000 and under

Advantage Carroll Campaign: Synopsis - Carroll County Chamber of Commerce

Synopsis:

Carroll Tomorrow is a unique countywide public-private economic development organization that prepares for and promotes quality growth in Carroll County, Georgia. Since its creation in 2001, Carroll Tomorrow has worked closely with state economic developers to support expansion of existing business and recruit new companies to the area.

Five years ago, the community leadership of Carroll Tomorrow embarked upon an aggressive initiative -- Advantage Carroll -- to secure private investment dollars to guide and stimulate the growth and well-being of Carroll County. The campaign was fully funded with outstanding results.

To fund a second five-year cycle, the Advantage Carroll 2020 campaign was developed. Advantage Carroll 2020, which will span 2016-2020, will focus on four key areas: Economic Development, Workforce Education and Development, Community Development, and Leadership Development.

The title of the campaign included 2020 for two reasons. That is the year for the conclusion of this funding cycle and it also implies the concept of “perfect vision, 20/20.” Campaign leadership did not claim perfection, but did proclaim a vision to engage, enrich, equip and expand the prosperity of the communities of Carroll County. These four “action” words serve as the tagline for the campaign.

Campaign collateral material developed was a print publication and corresponding video.

OBJECTIVE: The objective of both pieces was to present data and information supporting the effectiveness of the original Advantage Carroll campaign, and to outline the action steps to be undertaken in order to successfully achieve the Advantage Carroll 2020 goals. The bottom line goal of the campaign was to raise $3.8 million to fund the initiatives for a five-year cycle.

BUDGET: 300 copies of the 9x12, 18-page full-color publication cost $2,500. To customize the solicitation to various sectors within the community (automotive, banking, retail, health care, etc.), insert pages were developed at a cost of $580.

A 7:22 minute video was produced to highlight results of the original campaign, showcase testimonials from community leaders, and outline new goals. Cost of the video was $5,400.

RESULTS: The campaign resulted in gifts and pledges totaling $4,212,400, surpassing the goal by $412,400.

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