Atlanta History Center to Offer Dual Martin Luther King, Jr.

Day
Celebrations On Campus and Online
In-person and virtual events will include author talks, simulated Civil Rights and Civil War experiences,
digital stories, crafting demonstrations, and children’s activities and story time

ATLANTA, Georgia (October 29, 2021) – After an all-virtual event in 2021, Atlanta History Center will
welcome guests in person again for a two-day celebration of the life and legacy of Dr. Martin Luther King,
Jr. on Sunday, January 16, and Monday, January 17, 2022, supported by new virtual programming. In-
person educational opportunities will include simulated Freedom Rides and African-American Civil War
troop experiences, as well as a display of items related to Dr. King, the Atlanta Student Movement, and
Civil Rights, farm crafting demonstrations, a create-a-protest-sign activity for children, and story time for
toddlers.

Author Arthur Dunning will present a talk on his recent book Unreconciled: Race, History, and Higher
Education in the Deep South. Other author talks will feature Robert Hamilton, Akira Drake Rodriguez, and
Christopher R. Lawton, Laura E. Nelson, and Randy L. Reid. [INCLUDE LINKS TO ALL AUTHOR’S
BOOK PAGES]

[QUOTE FROM SHEFFIELD HALE on importance of King, the Civil Rights Movement, and Atlanta and
Georgia’s role in it, TK]

For those celebrating at home, digital content and stories will give people the opportunity to engage with
Dr. King’s life and legacy virtually. The online experience also includes printable activities and story time
suggestions for children. NAME’s [Author name, TK] author talk will be presented virtually, and the others
will be recorded and made available later.

[QUOTE FROM KRIS WEATHERSPOON regarding digital content and how it is relevant, TK]

COVID-19 policies will be in place for the in-person event, and attendance will be limited to 50 people per
half hour 9 a.m.- 3 p.m. both days. Admission is free, but registration or a same day pass will be required
for entry. Advanced registration is strongly encouraged to guarantee admission.

For more information about the day’s events, please contact Claire Haley at
chaley@atlantahistorycenter.com or (404) 814-4129. Images and interviews, including with featured
authors, are available upon request.

ABOUT ATLANTA HISTORY CENTER

Founded in 1926, the Atlanta History Center is an all-inclusive, 33-acre destination featuring the Atlanta
History Museum, one of the nation’s largest history museums, including Cyclorama: The Big Picture
experience; three historic houses—the 1920s Swan House, the 1860s Smith Farm, and the 1830s Wood
Cabin; Goizueta Gardens; Kenan Research Center; the Grand Overlook event space; a museum shop;
Souper Jenny café; and BRASH coffee shop. In addition, the Atlanta History Center owns and operates
Atlanta History Center Midtown, which includes the Margaret Mitchell House. Atlanta History Center
Midtown remains closed due to COVID-19. For more information, visit AtlantaHistoryCenter.com.
Atlanta History Center MLK Day 2022
Public Relations Plan

Atlanta History Center will distribute a press release to local and national media outlets on
Wednesday, January 5, announcing the event. Members of the media will be invited to arrange
interviews with event speakers and/or AHC executives. We will create calendar listings in local
media, including Atlanta Journal-Constitution, Creative Loafing, Discover Atlanta, WABE, and
online travel blogs.
The event will be further promoted through organic and paid social media posts on Facebook
and Instagram and one paid influencer post. In November we will distribute event notice cards in
gathering spots on Atlanta’s university campuses. Between November and January we will run
radio ads on Georgia Public Broadcasting and banner ads on the GBP website.
We will feature the event on the AHC homepage beginning November 1 as well adding a story
to the newsletter and sending a dedicated email to members on January 5.

4 Key Audiences
Families
The AHC is making an effort to include children’s activities on both the in-person and virtual
schedules. Even if parents see the event as just “something to take the kids to,” it may spark
something in a child that leads to greater understanding and an altered worldview going
forward. This audience is likely more often in the car, driving children to and from school,
daycare, or other activities and potentially more attuned to local news. Radio and banner ads on
GPB are a good avenue.
College Students
Atlanta has several universities within the city limits, including four HBCUs. Anyone studying
King, the Civil Rights movement or Georgia or US History may be interested in attending and
school duties are usually light at the beginning of the semester. Since college students are
physically concentrated in certain places (camps coffee shops, student centers, libraries) a
community distribution campaign might be effective.
15-30 year olds
The more recent generations have grown up in a time of growing social unrest and a renewed
desire to actively fight against social injustices. Stories of Dr. King and the Civil Rights
movements of the 1960s can help inform and educate these new activists on just how important
it is and provide practical lessons in how to work toward societal change. They are a social
media savvy generation and are more likely to be receptive to Facebook and Instagram
campaigns and recommendations of influencers.
Virtual Audience
Because there will be a large online component to this event, some targeted marketing can be
made to those who can’t travel to the site but still want to participate. This could be done
through social media posts and email marketing that highlights the virtual element.

Marketing Plan

Homepage Feature
November 1, 2021 – January 17, 2022

E-marketing
Dedicated email scheduled for January 5, 2022
Newsletter
Inclusion in monthly e-newsletter (November–January)

Organic Social
Total of 7 organic posts; 3 posts per month for 2 months + 1 post in January 2022 (November–
1st two weeks of January)

Paid Social
1 paid ad running on FB + IG (November 1-January 15)

Influencer Marketing
1 dedicated influencer post during week before the event

Georgia Public Broadcasting Radio x Streaming

3 GPB Radio Spots (November–December)

Georgia Public Broadcasting Digital Ads

3 gpb.org Banner Ads (November–January)
Community Distribution
Event Cards and posters to gathering spots on Atlanta’s university campuses

Marketing Avenue Media Type Budget Timeline

Homepage Feature Owned November 1 – January 17
Emarketing Owned January 5
Newsletter Owned November – January
Organic Social Owned November –January
PR Strategy Earned November – January
Paid Social Paid $2,000 November – January
GBP Digital Ads Paid $1,000 November – December
GBP Radio Paid $1,000 November – January
Influencer Marketing Paid $4,000 Week before event
Community Distribution Paid $2,000 November 1