In October, FPRA Gainesville Chapter welcomed Media and Public Relations Manager Marco LaNave of the Jacksonville Jumbo Shrimp to share his experiences during the rebranding of the team starting with the relaunch in November 2016. “To equip everyone in the organization to be an ambassador for you is extremely valuable.” Best practices on communicating the rebranding of this top selling baseball franchise in the Southern League focused on the importance of clear and consistent messaging internally and being open to hearing from fans and the community externally. “We wanted to give the public a chance to express themselves. Stimulating conversation is how we grow as an organization.” Jacksonville’s response to the rebranding made for a record-setting 2017 season, with the highest-attended series at the Baseball Grounds of Jacksonville, the largest attendance increase of any Double-A ballpark, and the club winning Southern League Executive of the Year, Organization of the Year, and the Promotional Trophy. Join the #CrustaceanNation and check out what is coming up in the 2018 season.