Turning 100. It’s truly a once-in-a-lifetime opportunity. As The City of Boca Raton approached its 100th anniversary, they recognized the Centennial was more than a commemorative milestone—it was a rare opportunity to unify civic pride, celebrate local history, and present the vision of the City’s future that would not come again for another 100 years.
\nHowever, the process did not officially start until Merit Mile competed against hundreds of agencies in the regional RFP invitation process. Eventually, a short-list of 6 agencies and 3 competing bids were considered prior to the selection.
\n","second_paragraph":"The contract award was 18 months, but that included several months of preparations including branding and website design. Officially launching in January 2025 for the public, the Centennial was conceived as a year-long, citywide initiative encompassing signature events, resident storytelling, historic preservation, partnerships, sponsorships, and engaging community programs.
\nTo execute this vision at scale, the City required a strategic marketing partner capable of assuming full ownership across branding, digital experiences, marketing operations, communications and PR, events, and ongoing execution. As the agency of record (AOR) for the Centennial, Merit Mile led an engagement that extended well beyond marketing execution—positioning the team as an embedded extension of the City’s marketing function, responsible for steering strategy, managing complexity, and ensuring consistent, high-quality delivery across every public-facing Centennial touchpoint. Read the press release here.
\n","third_paragraph":"The scope of the Centennial presented a multifaceted municipal challenge. The City needed a digital platform capable of supporting dozens of dynamic initiatives—ranging from public events and oral history to merchandise sales, sponsorship activations, donations, and community partnerships—over the course of an entire year. This required a website that felt cohesive and intuitive for residents and visitors of all ages, while remaining flexible and reliable enough to support a full year of changing programs and activity.
\nAt the same time, the City faced the challenge of maintaining brand consistency across an exceptionally high volume of outputs. Creative assets spanned digital, print, environmental signage, advertising, social media, video, and on-site event materials, all of which needed to align
\nto a unified Centennial identity while meeting ADA and public-sector accessibility requirements. Internally, City staff required streamlined brand tools and processes to manage usage, sponsorships, donations, and partner intake without adding administrative burden.
Integral to this scope was a clear requirement that the Centennial be thoroughly documented. Events were captured in real time and curated for ongoing distribution, future storytelling, and long-term documentation and archiving.
\n","fourth_paragraph":"Merit Mile approached the Centennial as an integrated marketing and events program, anchored by upfront strategy and long-term planning, and scaled through programmatic execution over an 18-month engagement. Early in the process, Merit Mile partnered closely with City stakeholders to establish a clear Centennial roadmap, defining priorities, governance, workflows, and success measures that guided the work throughout the year. This strategic foundation ensured alignment across branding, digital experiences, communications, partnerships, and content as the Centennial evolved.
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