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Capabilities 2011. Our Background SingleSource Consulting Inc. Holding Company A multi-disciplined, marketing and advertising services company specializing.

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Presentation on theme: "Capabilities 2011. Our Background SingleSource Consulting Inc. Holding Company A multi-disciplined, marketing and advertising services company specializing."— Presentation transcript:

1 Capabilities 2011

2 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 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 2

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

4 What We Do Full-service, multi-disciplined marketing agency with departments dedicated to partnership and collaboration with our clients: Account Management Interactive Media Services Celebrity Brand Management Events Marketing Public Relations Faith-based Marketing Brand Integration Strategic Planning/ Consumer Research Creative Services 4

5 Our Model…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. 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! The Way We Do It ROI 5

6 The Work 6

7 FAITH BASED MARKETING: 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 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 Stellars/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 Our Strategy The Results In 2011 increased choir registration within 3 months vs. 6 month total registration period in 2010 In 2011 50% 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 2010 --7 markets sold out in 2010 180 local grassroots events conducted Achieved $14MM value with over 400MM impressions through local and national media efforts Client Challenge 7

8 Urbanforce Created HSTS Extension Programs 2010 HSTS National Grassroots Events2010 Community Arts: the Mural Program 2011 HSTS/Stellars Choir Boot Camp 2011 One Love Cruise 8

9 Client Challenge Our Strategy The Results BRAND POSITIONING: Grow awareness, relevance and consumption/share within category among niche consumers, (core AA trendsetters) and change the perception from being the drink of crazy white boys We redefined the brands positioning and architecture for reaching this target by leveraging an iconic personality who represented the culture– via Busta Rhymes Developed a 360 advertising campaign inclusive of radio/tv/print, promotions, events, sponsorships, street marketing retail and an online loyalty program Moved from the 4th to the 3rd largest-selling CSD Extended launch of Code Red,– within 2 mos AA usage increased +35% KPIs among AA teens +49% 9

10 Our Strategy Client Challenge The Results Increased their ROI $250K investment 300 million impressions 5 million viewers Media Equivalent Value = $4.5 million TV buy In Johnson Family Vacation we organically made the vehicle a character and integral part of the story line, the film around the idealized onboard navigation system as the family treks across the country to their family reunion BRAND INTEGRATION: Increase brand awareness and sales among target for Lincoln Navigator via Product Integration that makes sense and doesnt seem forced 10

11 BRAND INTEGRATION: Fords launch of the new voice-activated, in-car technology SYNC ® and the new 2008 Ford Focus needed awareness and credibility among a young trend setting target in the crowded small-car category We leveraged the cross-over appeal of Chris Brown with the release of his new album to generate excitement and awareness Created online sweepstakes with pre-show and in-show integration on-screen messaging from Chris Brown utilizing website and text messaging A replica of the SYNC ® console appeared on screen allowing the audience to see the technology in action at pre-arranged points in the show Conducted on-site activation in 18 markets Activated local lifestyle street teams Our Strategy Client Challenge The Results Awareness goals exceeded : 30% higher than Ford norm with 59% naming Ford as top-of-mind Captured the target: 80% of audience and respondents were 18-34, skewed 79% women Visits to Ford website were 51% higher than norm Intention to visit a Ford dealer was 60% higher with 60% expressed intent Nearly 40,000 sweepstakes entrants Improved perception of Ford as a cutting-edge brand with hot new products and technology 11

12 BRAND AWARENESS : Increase viewership and create a turn-key application to grow database by demonstrating NBCs commitment to issues among target communities Utilized roundtable discussions that addressed issues that were appealing, relevant and empowering to this 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 could be used by small churches, community organizations and individuals in action in their local communities Our Strategy Client Challenge The Results 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 12

13 Thank You For more information please contact: Urbanforce Inc. 247 West 35 th Street – 11 th Floor New York, NY 10001 212.564.9173 Attn: Gwendolyn Singletary info@urbanforce.biz www.urbanforce.biz 13


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