Knight Foundation

Client Overview: The John S. and James L. Knight Foundation works to create informed and engaged communities through supporting transformational ideas that promote quality journalism, advance media innovation, and foster the arts.

Client Needs

In 2013, the Knight Foundation, in collaboration with the Macon-Bibb Convention and Visitor’s Bureau, created an Attractions Campaign, focusing on improving the online presence of key Macon, Georgia attractions in order to better serve those seeking to visit museums in Macon and to increase attraction ticket sales. The participating attractions were The Big House Museum of The Allman Brothers, The Cannonball House, The Hay House, and The Sidney Lanier Cottage.


M&R created new online presence for each of the four attractions, which included branding, website redesign, responsive mobile website design, Search Engine Optimization, social media design and management, and integration with aRes ticketing, a system of the Macon-Bibb Convention and Visitor’s Bureau.

M&R put a campaign transition plan in place as well. After all projects were completed, each attraction received six months of website and social media management. At six months, each attraction was fully trained on how to use their new Content Management System website and received best practices training on social media, ensuring a seamless transition so that the new platforms would stay up to date with upcoming events, press releases, photo galleries, and more.

Project Highlights

Two of the four attractions did not have a website, but were part of a larger organizational site. The Hay House and The Sidney Lanier Cottage were given a brand new identity and their capabilities were expanded through a new, independent website.

As the official museum for The Allman Brothers, The Big House Museum has a far reach. It was important for the website’s design and content to represent the band fans across the world have known and loved for years. It was also important to have a strong focus on Search Engine Optimization that reached beyond local results. Within the first six months of the website, 61% of online visitors lived outside of Georgia and of those visitors in Georgia, 77% of visitors lived outside of Macon, where the museum is located. The website has successfully attracted visitors to the city of Macon, Georgia.