2015 ANNUAL REPORT MISSION STATEMENT The Orlando Mayor’s Martin Luther King, Jr. Commission strengthens our community by promoting Dr. King’s legacy of equality, justice, peace, respect, and inclusion for all. Mayor Buddy Dyer with members of his 2015 MLK Commission and his City staff. MAYOR’S MLK COMMISSION Planning Team Andrea Balanzategui Becky Malicsi Member-At-Large Asian American Chamber of Brandy Hand, Esq. Commerce, Inc. Hand and Chapman, P.L. Katie Byrne Junior League of Gene Martin Corey Johnson Greater Orlando, Inc. Orlando Magic OUC-The Reliable One Vicki J. Brooks Jonathan M. Perry, Esq. Lee Nimkoff Member-At-Large Greenberg Traurig, P.A. Brio Properties Patricia Broussard, Esq. Suzanne Richards Dawn Ofodile Florida A&M University CNCS Florida State Office University of Central Florida College of Law Kran Riley Courtney Powell Michel Dorcean Wayne M. Densch Charities, Inc. AceApplications, LLC Member-At-Large Peter Spence Marisol Romany, M.Ed. Kenneth Goodwin Member-At-Large Orlando Health ZeroChaos Katrina Summerville City of Orlando Staff Krisita Jackson Orange County Public Schools Office of the Mayor Member-At-Large Joy Taylor, Ed.D. Marcia Hope Goodwin Latria Leak Orange County Public Schools Community Affairs & Orlando Magic Human Relations Reginald McGill Constituent Services Patricia Newton Community Affairs & Human Relations Lizzette Feliciano Community Affairs & Human Relations 3 EXECUTIVE SUMMARY For almost 30 years, the Orlando Mayor's MLK commission has come together with our corporate and community partners to plan and promote a variety of events to celebrate the life and legacy of Dr. Martin Luther King, Jr. Through the generous financial and in-kind support of our dedicated corporate partners, $72,015 in cash sponsorships and over $103,700 of in-kind goods and services were raised to support more than 24 events across the region in 2015. A record was set with eight new first time sponsors this year. This support resulted in reaching a larger diverse population of thousands of Central Florida citizens, including every middle and high school student in Orange County Public Schools. In addition to raising awareness of Dr. King’s legacy and increasing participation in the celebration, the Commission is pleased to have delivered a significant return on investment (ROI) to our corporate and community partners. The Commission defines ROI delivered to our corporate sponsors for their investment dollars as the marketing value and brand exposure for their respective companies’ brand during the MLK holiday celebration. This includes the networking value to their employees and opportunities to demonstrate Corporate Social Responsibility through community engagement in numerous MLK activities and events. Marketing Value & Brand Exposure + Networking Value & Corporate Social Responsibility (Corporate Citizenship) = ROI The following is a report on the full slate of activities, events and marketing platforms through which we delivered ROI to our corporate sponsors this year. 2015 MLK Marketing Marketing Value Brand Exposure Cox Radio - Star 94.5 . iHeart Radio . News 13 . Orange TV . Orlando Sentinel . MLKOrlando.com . Social Media •Facebook, YouTube, Flickr . MLK Commission Website . City of Orlando Website . Print Promotion •Banners, Yard signs, Flyers Press Releases . •Office of City of Orlando Mayor . •City of Orlando/MLK Commission E-blasts . Plant Seedlings for Civil Rights Gene Martin & 2015 Humanitarians Keynote Speaker, Dorian Boyland & Alpha Phi Alpha Member at Scholarship Luncheon 4 Photo Credit: Nancy Jo Brown / 106FOTO Marketing Brand Networking Volunteer/Service Community EXECUTIVE SUMMARY 2015 List of Events Value Exposure Opportunities Opportunity Engagement January 11 Candlelight Vigil & March . Interfaith Multicultural Celebration . January 13 Spread the Dream - Civil Rights Education Program Part I Spread the Dream Part II . January 15 MLK Leadership Forum . January 16 MLK Commemorative Luncheon . City of Hope Concert . January 17 Orlando MLK Parade January 18 . Magic Game Night - MLK Night Youth Humanitarian Recognition . January 19 Pappy Kennedy Prayer Breakfast Plant Seedlings for Civil Rights . Parramore Clean-Up, Green Up . MLK Commission House Painting . MLK South Street Jazz and Blues . Cookout . City of Oviedo MLK Parade . City of Ocoee MLK Parade . Rollins College Annual MLK Vigil . January 21 Rollins College Florida Civil Rights Movement Panel Discussion . January 22 Rollins College Civil Rights Movement Film Screening . January 29 Youth Humanitarian Awards Service . Humanitarian Award Service Youth Humanitarian Winner is congratulated by speaker/coach Trevor Anderson and OCPS Superintendent, Dr. Barbara Jenkins City Commissioners Jim Gray and Samuel Ings enjoy the MLK Parade. 5 MAYOR’S EXECUTIVE MESSAGE The Commission The wide range of media coverage and promotion this The Commission is a community year included: partnership that represents a cross • Television (News 13, Orange TV) section of civic leaders from the • Radio (Cox Radio, Clear Channel) public, private, and non-profit • Print Media (Orlando Sentinel, press release to local sectors. Its primary responsibilities media outlets) include fund-raising, marketing, • Social Media (Facebook, YouTube, Flickr, Twitter) media relations and overall • Online (City of Orlando website, MLKOrlando.com) coordination of the citywide MLK • P r i n t P r o m o t i o n ( fl y e r s d i s t r i b u t e d t o l o c a l Orlando Mayor Buddy Dyer events. organizations, yard signs, flyers, custom hanging and standing banners displayed at all key events) Sponsors Make the Events Possible While Receiving • Press Releases (Office of the Orlando Mayor, City of Great Value Orlando and MLK Commission) The Signature, Mayor’s Circle, Leader’s Circle, Dr. King’s Circle, and other corporate and in-kind sponsors Middle and High School Students Continue to Excel provided value at more than $175,000 for all events in in Service and Leadership 2015. In return, these community partners received The Commission’s signature event, the Mayor’s increased marketing, brand exposure and reach Humanitarian Award program, had another outstanding throughout Central Florida, as well as opportunities year. Fifty-nine (59) Orange County middle and high to network and engage in our community. This was school students were chosen, based on specific criteria, accomplished through over 24 events of service, and received a Medal of Honor from Mayor Dyer. The scholarship, youth leadership development and other students and their families participated in MLK Holiday activities of corporate citizenship. The members of weekend events, including the parade, candlelight vigil, these organizations and corporations serve as excellent multicultural service, recognition at an Orlando Magic role models for their employees and other community game, and two Great Day of Service opportunities. An organizations by their on-going commitment to Dr. King’s award service was held to honor these outstanding youth legacy. They make the celebration possible. at the DoubleTree by Hilton Hotel in downtown Orlando. This event brought the Humanitarian Award recipients, The generosity of the sponsors enabled the Commission their family members, teachers, principals, elected to increase its focus on celebrating and encouraging officials and corporate sponsors—approximately 400 the youth of our community. A listing of these community attendees—together to celebrate their contributions to partners is detailed in this report. the community and schools. The keynote address was delivered by the motivational speaker, Trevor Anderson. Calendar Featured Activities and Events for Everyone Throughout Central Florida A Day On, Not a Day Off! The Calendar of Events featured over 24 different events The Commission has longstanding partnerships with the of: Service, Education, Scholarship, Arts, Culture, Inter/ City of Orlando and Florida A&M University College of multi-faith, and Youth Leadership across Central Florida. Law to create service opportunities on the King Holiday. The calendar was developed by the Commission and This year, thanks to the generous financial support of distributed throughout the community via the City’s our sponsors and additional volunteers from City Year website, City of Orlando Community Centers, places of Orlando, a deserving family living in the Parramore worship, businesses, nonprofit organizations, as well as neighborhood had their home pressure washed and being emailed by the Commission and sponsors. painted. The Commission has set a goal to paint an entire block of homes! Vast and Diverse Media Coverage Expanded Reach On behalf of my Dr. Martin Luther King, Jr. Commission This year the Commission had three (3) media sponsors. and the members of the Commission’s Planning Team, I Press releases were distributed through the Office of am pleased to present this report of the 2015 celebration. the Mayor to local media outlets. As a result of these Thank you for your continued individual and corporate efforts, there was media coverage at many events and commitment to keeping Dr. King’s dream alive. attendance increased. The Martin Luther King, Jr. Parade was televised on Orange TV and the MLK celebration was featured on the front page of the Orlando Sentinel. Buddy Dyer Brandy Hand Mayor, City of Orlando MLK Commission Chair 6 MLK EVENTS Candlelight Vigil & March MLK Commission and the Interfaith Council of Central Florida The traditional kickoff of the MLK Holiday celebration events