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Egami Consulting Group Diversity Capabilities – January 2010 About Egami Consulting Group Egami Consulting Group is an award-winning, woman-owned, NMSDC certified minority marketing firm specializing in linking brands to urban and multicultural consumers via inspirational platforms. Founded in 2003 by Teneshia Jackson, Egami provides brands ways to “INSPIRE”, “CONNECT”, and “ACTIVATE” consumers through innovative best-in-class marketing campaigns, strategic partnerships, custom community programs, and/or new products. Egami Consulting Group’s marketing approach starts with working intimately with our clients to understand their desired business objectives. Once objectives are identified, Egami leverages insights to create unique marketing strategies to ACTIVATE consumers to achieve the client’s desired business objective. Egami’s marketing strategies have ranged from working with brands to raise youth voter awareness among urban consumers to integrating new urban products into our client’s portfolio of products. Egami Consulting Group delivers measurable business results for many of the world’s largest companies including Yum Brands (KFC), Jostens, Dasani, RUSH Communications, Heineken, Hennessy, P & G (TAG Body Spray), and more. Our Minority Certifications As a small business, black owned/woman minority business, Egami holds key minority certification with several credible organizations that are dedicated to facilitating business between corporations and minority business owners. E*G*A*M*I certifications include: o National Minority Supplier Diversity Council o Women in Business Enterprise National Council o SBA 8(A) Certification (CERTIFICATION PENDING) Our Strategic Partner - MS&L Worldwide In 2008, Egami formed a strategic partnership with MS&L Worldwide, a leading global communications firm and part of MS&L Worldwide, a network of communications brands and consultancies with 54 offices worldwide in North America, Latin America, Europe and Asia, as well as an extensive affiliate network. The agency specializes in using research, insights and technology to create and execute powerful communications strategies that are critical to client success. MS&L is a part of the Paris-based Publicis Groupe, the world’s fourth largest communications group. Publicis activities span 109 countries on six continents and include advertising, marketing services, media counsel and buying, media sales and specialized communications. These specialized communications include public relations, consumer, corporate and financial communications, and multicultural and healthcare communications. The Egami/MS&L Worldwide strategic partnership is a WIN/WIN. The partnership strengthens Egami with enhanced capabilities throughout US and around the globe and strengthens MS&L diversity capabilities by providing MS&L new & existing clients. Our Strategic Partner - MS&L Worldwide Via our strategic partnership with MS&L, Egami has enhanced nationwide and global capabilities. • 12 MS&L owned U.S. offices • 23 U.S. affiliates MS&L Owned Offices Affiliated Offices Total MS&L Offices • 54 offices in 28 countries Our Clients Our 2009 Awards • ADCOLOR: Most Valuable Partnership • Holmes Group: Gold Winner, Multicultural Communications • PR Week: Honorable Mention, Multicultural Marketing Campaign of the Year • Silver Anvil Award of Excellence: Multicultural Public Relations – Business • PRSA NY Big Apple: Marketing to Special or Multicultural Audiences – Business • PRSA Georgia Phoenix Award: Multicultural PR Campaign of the Year Our Diversity Approach Our Approach Maximizes Consumer Connections through: • Consumer Insights • Innovative partnerships &" advocacy • Influencing the conversation • Multiple touch points • Traditional and non-traditional • Earned and paid media Our Approach " Creating Authentic Connections Our Multicultural Core Offerings Celebrity Marketing Since inception we have built a network inside-the-industry (e.g. celebrities/influencers) and specialize in creating the right celebrity endorsements to enhance brand credibility and influence with target audiences. Influencers Marketing Our influencer marketing leverages key influencers to disseminate brand messages to multicultural consumers, via multiple touch points (e.g. digital, word of mouth, shared experiences, entertainment, media and more) resulting in increased sales. URBAN Social Activism Marketing Our urban social activism marketing maximizes the movement of messages, products, and profit by ACTIVATING people. The mobilization of people occurs at the intersection of social responsibility and cause marketing, where hyper-engaged consumers, customers, influencers and communities spawn social movements. When this happens, and is driven by a brand or product, the desired business results are multiplied exponentially. Our Multicultural Core Offerings Connected Digital & Social Media Our digital strategies engage consumers online and specialize in creating brand “buzz” and authentic “dialogue” around a brand, its products and key messages; driving business results. Community Organizations and Partnerships Creating mutually beneficial strategic partnerships and sponsorships are among our core strengths and are invaluable vehicles in creating authentic relationships between brands and urban community partners. Via our network of relevant community partners, we have a continued pulse of what’s happening in urban communities and provide brands opportunities to create brand loyalty while making a difference in the communities of urban consumers. Media Relations Our media relations has one-on-one relationships with key urban, national and local mainstream media outlets including news, trend, fashion, business and bloggers that influence national print, broadcast and online media. We build deep personal relationships that enable us to deliver brand media strategies that will drive success. Our Relationships - Entertainment/Fashion We have direct relationships with all areas of the entertainment industry and connect with these entities on a daily basis for our clients. Music Fashion Celebrities Our Relationships - Urban Community Urban Media Community Organizations Our Case Studies Proctor & Gamble- TAG Body Spray For years, Procter and Gamble’s TAG Body Spray battled with competitors to reach white male consumers in the body spray/ deodorants category. Looking to grow their market share TAG enlisted Egami and MS&L Worldwide to build and execute urban programming to reach New Urban America. Recognizing that for African-American consumers the music industry is at the forefront of fashion and grooming trendsetting, and influential music industry personalities can quickly create brand affinity, we worked with the brand to form TAG Records, a Joint Venture between P&G and Island Def Jam with Jermaine Dupri as president. During this campaign we were able to create and Exclusive announcement on Allhiphop.com, announced the first TAG Records artist, Q da Kid, during the BET Awards Party, as well as coordinate his debut at the MTV Video Music Awards. Another major component of the campaign was the creation of the “Survival of the Freshest” 11-market tour where local MCs competed in freestyle rap battles for a demo deal with Jermaine Dupri. We also partnered TAG with Russell Simmons’ Hip Hop Summit Action Network to bestow 10 $5000 grants to rap battle winners on behalf of TAG Records. Results included: Media Relations: o 203 million media impressions. 90% in urban/hip hop outlets Connected Digital & Social Media: o 200 urban online/blog buzz impressions about launch of TAG Records o TAGRecords.com had 100,000 visitors in the first 5 weeks Note: This projects executed in conjunction with MS&L Our Case Studies Hennessy 44 Egami and MS&L Worldwide worked with Hennessy to unveil Hennessy 44 – a limited edition bottle celebrating the Obama inauguration. The brand objective included reinvigorating the Hennessy brand with its core 21-29 year old urban consumer in a credible and authentic way. Leveraging insights we built layers to the story and experience that allowed the brand to stand out and leverage touch-points to emotionally connect with the consumer. Our efforts reinforced Hennessy’s long-standing commitment to the community via a partnership with the Thurgood Marshall College Fund to create scholarships from Hennessy 44 proceeds. We also implemented prioritized influencer outreach to key on- and offline networks so they would feel part of the movement and help establish awareness, credibility & WOM buzz . We showcased Hennessy 44 at a cross-section of Washington, D.C. inaugural events to establish Hennessy’s commitment and credibility among a variety of influential audiences . Lastly, we engaged celebrities including Jamie Foxx, Usher, Russell Simmons, T.I., Cathy Hughes and Tom Joyner to join the Hennessy 44 movement by autographing bottles that would later be auctioned to benefit TMCF Results Included: Our Case Studies Media Relations: • Secured placements in agenda-setting media including The New York Times and Associated Press to establish the credibility and newsworthiness of Hennessy 44 and achieved coverage in key African-American outlets including BlackVoices.com (AOL), Young, Black & Fabulous and BET.com • Secured more than 284 placements; generating more than 88 million impressions Connected Digital & Social Media: • Sparked conversation on more than 56 blogs Influencers Marketing: • Boosted presence at four Washington, D.C. inaugural events drove key influencer endorsement Celebrity Marketing: Note: This projects executed in conjunction with MS&L • Secured 19 celebrity autographs on three limited edition bottles Our Case Studies Jostens Intimate understanding of the growing urban demographic has allowed Egami to be able to recognize areas of growth potential for companies as large as Jostens who controls 52% of their market share and grosses over $1 billion annually. Egami created out-ofthe-box urban marketing strategies for Jostens, the leading US high school product provider. The urban marketing strategies developed included Jostens introducing new co-branded products into their portfolio of products sold within US high schools. • Products developed under this urban marketing strategy included: • Beyonce House of Dereon – Class of 2008 Graduation Ring • Kimora Lee Simmons' Baby Phat – Class of 2008 Graduate Hoodie • Russell Simmons' Phat Farm – Class of 2008 Graduate Hoodie Results included: Music Integration & Partnerships • Beyonce House of Dereon Class of 2008 Ring became Jostens 2007/2008 top selling class ring with over 10 million in sales • Jostens became the first US high school provider to offer cobranded exclusive urban graduate products • Jostens Urban Products debuted in over 23,000 US highs schools Our Case Studies Heineken Red Star Soul In 2008, Egami and MS&L Worldwide worked via a strategic partnership to enhance and execute the 3 year old Heineken Red Star Soul Concert Series. We sought to position Heineken as culturally forward thinking and an influencer through Red Star Soul and the Heineken Independent Achiever Award. We focused on giving the consumer a premium music experience in alignment with the brand premium status with the finale concert showcasing Keyshia Cole and Raheem Devaughn at Mansion in New York City. We were also able to increase the validity of Heineken’s premium position by securing A-List judges for the Heineken Independent Achiever Awards which were presented before every concert to behind-the-scenes individuals who are responsible in part for some of the most popular music in the world. We also executed an Exclusive Media dinner preceding concert series and created partnerships with Vibe and King magazines. Results included: Music Integration & Partnerships: • Secured selection committee judges such as R&B music icons - Kedar Massenburg - Founder of Neo-Soul, Sylvia Rhone - President of Motown Records, and Bryan Michael Cox - Grammy Award Winning Producer and Songwriter. Influencers Marketing: • Attendance at dinner by Ebony, Jet, King, Giant, allhiphop.com, Vibe and King Magazines that ran a series of write-ups and photo spreads Media Relations: • 70 media placements with millions in impressions including BET, Billboard, InTouch, MTV News, Savoy, CYH, and E! Online ----------------------------------------------------------------------------- Dasani Dasani is a brand of bottled water from the Coca-Cola company, launched in 1999, after the success of Aquafina (produced by Coca-Cola-rival PepsiCo). It is one of many brands of Coca-Cola water products sold around the world. Results Included: Note: These projects executed in conjunction with MS&L Influencers Marketing: • Egami in conjunction with strategic partner MS&L Worldwide worked with Dasani and their AA team to develop and execute a mothers day program targeting AA moms. This program resulted in Egami executing The Dasani Ultimate Style and Beauty Lounge touching over 300 consumers and influencers. Among celebrities secured by Egami included BET President, Debra Lee and Bethany Hardison. Community partners included - Dress for Success/ Girls Inc and Year Up. Our Case Studies RUSH Communications Egami’s business development, strategic partnerships, and sponsorship support of the RUSH brand has resulted in new products additions to Phat Farm/Baby Phat brands and corporate sponsorship for the Hip Hop Summit Action Network. Egami also provided RUSH with operational policies and communication and organizational strategies. Results included: Media Relations: • Over 1.8 million new urban registered voters in the HSAN 2004 “Get Out The Vote” Campaign receiving over 200 million media impressions across 600 media outlets in 51 markets Community Organizations & Partnerships: • Secured over $1 million in revenue and sponsorship in 2007-2008 • Development and coordination of Annual CEO Address event hosted by Russell and Kimora Lee Simmons, employee New Hire Programs, Internship Programs and End-of-Year Employee Holiday Incentive Events Our Case Studies Enterprise Rent-a-Car • Enterprise Rent-a-Car is the largest rental car company in North America, and has more than 6,900 offices. Enterprise is currently number 16 on the Forbes “500 Largest Private Companies in America” list. Results Included: Community Organizations & Partnerships: • Egami worked with Enterprise Rent-a-Car community relation's team to form a strategic community partnership, Hip Hop Summit Action Network, the largest non profit coalition of hip hop artists and industry/entertainers dedicated to taking back responsibility. The sponsorship resulted in Enterprise participating in 2008 Get Ya Money Right Summit Tour sponsored by Enterprise and Wal-Mart. Interpublic Group/Girls Scouts/WEEN • The Interpublic Group of Companies, Inc. is one of the big four global advertising holding companies (the others being Omnicom, WPP and Publicis). It is headquartered in New York City and is the parent company of Universal McCann media agency and McCann-Erickson, one of the largest agency networks in the world. • Girl Scouts of the USA is the world’s preeminent organization dedicated solely to girls —all girls—where, in an accepting and nurturing environment, girls build character and skills for success in the real world. Results Included: Community Organizations & Partnerships: • Egami Consulting Group worked with Interpublic Group diversity team and Girls Scouts of America to create a community partnership with Women in Entertainment Network. The partnership resulted in WEEN/IPG/Girl Scouts of America to host the premier Women Empowerment Summit in New York. Engage the Egami Team Company Contact Information For more information related to urban and multicultural capabilities, feel free to contact Teneshia Jackson Warner via email at [email protected] or Mike Warner via email at [email protected] For More information on Egami Consulting Group please visit our website at: http://www.egamiconsulting.com Beware by visiting our site you are at risk to DISCOVER YOUR BRAND I*M*A*G*E Egami Consulting Group, Inc. 11 Penn Plaza Suite 500 New York, N Y 10018 / 212.946.2617