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Faith Based Marketing Capabilities 2011

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Presentation on theme: "Faith Based Marketing Capabilities 2011"— Presentation transcript:

1 Faith Based Marketing Capabilities 2011

2 SingleSource Consulting Inc. Urbanforce™ Development
Our Background SingleSource Consulting Inc. Holding Company A multi-disciplined, marketing and advertising services company specializing in the development of successful innovative techniques that turn global consumer demand into measurable sales activation. Urbanforce™ Inc. Marketing services and promotional engagement division with focus on niche, mainstream/crossover markets Urbanforce™ Development Marketing division specializing in financial services, healthcare, real estate development and alternative energy sources

3 Who We Are “We strive to treat your business like it’s our business. Strategic thinking is at the core of everything we do, and we are focused on driving measurable results for our clients. We’re also committed to bringing superior service back to the marketing services sector.” Gwendolyn Singletary President/CEO A lifestyle marketing and promotional engagement firm specializing in: Branding Integration Lifestyle & Events Marketing Faith-based Marketing Celebrity Brand Management

4 What We Do Account Management Creative Services Interactive Services
Brand Integration Media Services Strategic Planning/ Consumer Research Celebrity Brand Management Faith-based Marketing Lifestyle & Events Marketing Public Relations

5 Our Approach…The E Principle™
The Way We Do It Given the current business environment we understand the importance of acquisition and retention programming that enhances brand/customer dialogues while ensuring a sizeable return on investment is achieved...more streamlined work...less marketing fluff! ROI Our Approach…The E Principle™ Engage the consumer with a relevant Experience that will create a lasting impression via Entertainment and Educate to Extend the interaction, Enhance the brand and Expand market share.

6 Our Model for Faith-based Marketing
Who Is The Faith-based Audience? Approximately 38,000 Christian denominations in the world 33% of the world's general population is considered to be Christian 83% of Americans claim to belong to a religious denomination Includes approximately 80% of AA population and 60% are are women /HOH 58% of the Hispanics are Catholic 33% of church members are married Have an annual household income of $53,000 Support companies that value diversity, are sensitive to issues that affect them and their communities and that genuinely desire to build goodwill Faith Based Buying power exceeds $334.1 billion We conduct research and profile the audience to garner segmentation statistics that determine the best vehicles to use to reach them We secure this niche business opportunity using a fail-proof strategic approach: Take full advantage of marketing programs that establish a mutually beneficial relationship and trust with this segment Exhibit working knowledge of church systems: culture, infrastructure, protocol Develop programs that are broad enough and sustainable: Networks vs. One Church

7 Leverage the Right Faith-based Contacts
Music Industry Tyler Perry Writer, Producer Bobby Jones TV host “Bobby Jones Gospel Hour” TV/ Radio Personalities Jeff “Jazzy" Jordan Sr. VP, GM, + Gospel James Robinson President, Light Records Founder GospelFlava.com Demetrus Stewart President PureSprings Gospel Don Jackson Central City Production/CEO Founder of the Stellar & Trumpet Awards Event Production Melanie Few President Results, Inc. Super Bowl Gospel Celebration Bishop Albert Jamison, Sr. Chairman, Board of Directors Gospel Music Workshop of America, Inc.

8 Leverage the Right Faith-based Contacts...
Paul Crouch President, TBN Jimmy Stewart Charisma Magazine Media Leaders Lisa Collins Publisher/Editor L.A. Focus Newspaper Mike Chandler President Urban Choice Media Veda Brown Founder Black Gospel Promo Elroy Smith SVP Programming Gospel/Inspirational Radio One Shelia Belle Owner The Belle Report Melanie Clark Co-Founder/CEO Gospelflava.com

9 Clients

10 Client Challenge The Results
Increase intent to purchase among target via How Sweet the Sound (HSTS) family-friendly program that aligns with the key pillars of the culture: Music, Community, Church. Increase (HSTS) registration and ticket sales/expand brand affinity Our Strategy Revamped their existing national program (HSTS) with promotional engagement activities that would enable a platform for Verizon to support, empower and connect with target Created proprietary extension programs to establish a brand connection between Verizon and HSTS through exclusive program-related content maintaining a 365-day presence with grassroots events, seminars and sponsorships HSTS Stellar’s/Choir Boot Camp The Community Impact Tour Mural Program Leveraged relationships in the faith-based community to develop key partnerships Super Bowl Gospel Celebration One Love Cruise/Radio One The Stellar Awards Utilized our “field marketing factor” to drive community outreach in tour markets and increased relevance with VZ brand efforts such as HopeLine In 2011 increased choir registration within 3 months vs. 6 month total registration period in 2010 In % of registrations were from returning choirs vs 23% in 2010 Grassroots activations drove ticket sales messaging at all events/programs contributing to the significant increase in sales in markets sold out in 2010 180 local grassroots events conducted Achieved $14MM value with over 400MM impressions through local and national media efforts The Results

11 Urbanforce Created HSTS Extension Programs
2011 HSTS/Stellar’s Choir Boot Camp 2011 One Love Cruise 2010 HSTS National Grassroots Events 2010 Community Arts: the Mural Program

12 Client Challenge The Results
Increase viewership and create a turn-key application to grow database by demonstrating NBC’s commitment to issues among targeted communities Our Strategy Utilized roundtable discussions that addressed issues that were appealing, relevant and empowering to the AA community and invited prominent AA pastors that would draw a significant audience base to NBC --showcasing their significant relationship and support Created content “tool kits” that would be used by small churches, community organizations and individuals in action in their local communities Client viewership goals exceeded with 2.5 million impressions during the series The online series created for MSNBC.com was measured as successful with database growth ROI goals achieved with media coverage: Jet magazine, Times Square, NBC “Positively Black” Grew AA brand affinity over the course of the roundtable initiative and beyond The Results

13 Bishop Sedgwick Daniels
Participants Bishop C. Blake Bishop T.D. Jakes Bishop A.R. Bernard Pastor John Borders Bishop Sedgwick Daniels Serves as Presiding Bishop of the 7-million member COGIC. He is also the Jurisdictional Prelate of the First Jurisdictional Southern California, comprised of more than 250 churches. Pastor of the Potter House in Dallas,Texas with over 30,000 members. In addition, he is a best-selling author, movie producer and television personality. He is seen weekly on TBN, Daystar, BET and The Word Network. In addition to his duties as Sr. Pastor of the 30,000-member Christian Cultural Center (CCC), Bernard is also the President of the Council of Churches of the City of NY, representing 1.5 million Protestants, Anglicans and Orthodox Christians. Pastor of the Morning Star Baptist Church in Boston, Mass. He founded the Institute for Christian Living and co-authored The Ten Point Strategy, galvanizing the religious community to lead a pastor-run revolution to stop teen violence. Pastor /leader of the Holy Redeemer COGIC and Educational Complex. He also holds the office of Bishop, Wisconsin First Jurisdiction, with more than 90 churches, and continues to provide innovative ministries that address contemporary issues.

14 Media Coverage Times Square Jumbotron

15 Client Challenge The Results
Launch and drive brand awareness for the “The Light at Brookhaven”, a Christian-based community established to increase affordable homeownership within an exclusive, amenity-filled community CeCe Winans, Spokesperson Our Strategy Highlighted and built campaign launch around financial empowerment theme by leveraging spokesperson’s foundation to provide down-payment assistance in the form of grants— at absolutely no cost to qualified buyers. Conducted a Grand Opening Celebration Building tours Sales staff on-site to answer questions and facilitate purchase Food and family fun Entertainment Dinner with Pastors and other community leaders Full media schedule Production of TV, radio and print creative Press conference Two concerts at local churches as awareness builders 130 Home Applications 60 Approved Applicants 2.5 Million Impressions The Results

16 “The LIGHT” Media Coverage

17 Thank You For more information please contact: Urbanforce™ Inc.
247 West 35th Street – 11th Floor New York, NY 10001 Attn: Gwendolyn Singletary


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