Challenge
In 2017, Coca-Cola Consolidated hired Atkinson to help develop grassroots marketing programs and connections in Baltimore and Washington. The largest bottler of Coca-Cola products in the country, Consolidated had just completed the acquisition of Maryland bottling and canning facilities and wanted to make an impact.
Solution
Coca-Cola identified a neighborhood in Baltimore near its plant on the east side of the city called Bocek Park. In 2018, Consolidated and Atkinson launched the “Bocek Park Refresh”campaign with Atkinson providing marketing strategy, connections to key partners, and logistics. With Atkinson’s guidance Consolidated’s efforts and presence in Bocek Park not only created a beautiful community, but a buzz in Baltimore City, drawing the attention of the mayor and key council members. In February 2019, the city of Baltimore announced the groundbreaking of Bocek Park’s new field house, a three-phase project that will provide resources for the community, including a computer lab for local students.
Results
The year-long Bocek Park project turned a spotlight on a neighborhood that needed help and it allowed Consolidated to reach its ‘Five Pillar’ outreach goals: community improvement,homelessness, hunger, anti-violence and youth development. The park restoration serves as a template for Consolidated as it launches similar initiatives in other cities. Since 2017, Atkinson has helped Consolidated execute almost 40 activations with more than 5,000 attendees and 15 key elected officials engaged in Greater Baltimore-Washington area, including Mayor Jack Young, Mayor Gavin Buckley, Mayor Catherine Pugh, Delegate Talmadge Branch, Majority Whip in the House of Delegates, Baltimore City Public School Superintendent, Sonja Santelises and District 13 Councilwoman, Shannon Sneed. Our long-term partnerships with organizations like Banner Neighborhoods as well as our expertise in media relations helped boost Consolidated’s reputation in the Baltimore.
