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Local advertising executive [[Jane Birdwell]] came up with the magnet idea, according to Jones, and her firm [[BPM]] helped with the brand rollout. "The branding process gives people an opportunity to talk about their passions, what they love about this city, what their life experiences are here," Birdwell said. "Because while we might have issues with things and areas to improve, by and large we're all here because we love this place."<ref>"Branding Pensacola." ''Pensacola News Journal'', May 27, 2007.</ref>
Chamber president and CEO [[Evon Emerson]] said of the project, "This may well be the most important initiative undertaken during my service to the chamber. From an economic perspective, it will help us recruit and retain quality businesses and talented individuals. From a community perspective, it will help us define who we are now and who we want to be in the future."<ref>http://developmentmarketing.blogspot.com/2007/05/branding-pensacola.html</ref>
==Elements==
The first phase of the initiative, unveiled in September 2007, was a series of circular car magnets featuring six adjectives on brightly colored backgrounds. The words — '''heroic''', '''genuine''', '''beautiful''', '''innovative''', '''spirited''' and '''glorious''' — were chosen "to capture the essense of the city."<ref name="newplan">"A new plan for Pensacola." ''Pensacola News Journal'', September 6, 2007.</ref>
The words were also be used in banners placed around [[downtown Pensacola]] and on other merchandise available from the Chamber, as well as a videotaped advertisement.
==Reaction==
In December, Chamber President [[Evon Emerson]] said they were "just thrilled with the success of the magnets," and that they were ordering 5,000 more after the first 25,000 had been picked up in a matter of weeks.<ref name="magnetsstick"/>
==Cost==The total cost of the branding initiative was $129,000. Of that total, $94,402 was paid with tax dollar and $35,000 from private donations. The chamber also received in-kind media donations valued at $60,000. The breakdown of costs was:<ref name="cost">"Chamber's branding campaign, Maritime museum and ESP." ''Pensacola News Journal'', July 14, 2009.</ref>*$62,500 to Smart City Consulting and Stone Mantel for developing the campaign*$66,902 to [[BPM]] for the individual components, including $35,000 for design and video production, $18,104 for the banners, and $13,798 for the magnets*$24,000 in-kind from [[WEAR]] to air the "pledge" video*$36,000 in-kind from [[Lamar Advertising]] for billboards [[Fred Gunther]] claimed that [[Evon Emerson]] had refused to provide these costs when he requested them, which led him to cancel [[Gunther Properties|his company's]] Chamber membership.<ref name="cost"/> ==External links& reference==
*[http://www.pensacolachamber.com/ipledge.html Informational page] at the Chamber's website
[[Category:Marketing campaigns]] [[Category:Pensacola Bay Area Chamber of Commerce]]