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Our Mission

L.A.I. COMMUNICATIONS WHO WE ARE. Our Mission Dedicated to delivering innovative and strategic communications to communities of color. Our Vision To be the leading boutique communications/marketing agency that delivers innovative

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Our Mission

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  1. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com

  2. L.A.I. COMMUNICATIONS WHO WE ARE Our Mission Dedicated to delivering innovative and strategic communications to communities of color. Our Vision To be the leading boutique communications/marketing agency that delivers innovative communications for all of its clients with an expertise in creating multicultural campaigns for global community. Award-winning communications and marketing agency which offers- • Strategic Marketing/Public Relations solutions for corporate and non-profit clients. • Philanthropic arm that services fundraising needs of non-profits and touches lives. • Entertainment arm that produces “edu-taining” and “enlightening” events and programming that features talent of color, yet, has universal appeal. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com 3

  3. L.A.I. COMMUNICATIONS WHO WE ARE Expertise in targeting women and multicultural communities with creative and innovative multicultural campaigns. • Campaign Creators for – • The Kroger Company (Fortune 500-Cincinnati, OH), hired to brand Black History Month celebration corporate-wide and in stores across the U.S. • Universal Sisters (for the National Speaking of Women’s Health Foundation/Cincinnati, OH and funded by Procter & Gamble, Cincinnati, OH) • Fun, Fit and Fabulous (for Highmark Blue Cross/Blue Shield/Pittsburgh, PA) • Sisters: Take Charge! (produced by Hebni Nutrition Consultants/Orlando, FL) • American Diabetes Association (National Office/Publishing Division/Alexandria, VA)) • Celebrate YOU! (owned by L.A.I. Communications, produced for Simon & Schuster Best-Selling Authors, Deberry & Grant; ’07 Kroger Diabetes pilot in Atlanta, GA) • Past and Current Clients- • ADP, Inc. • Institute for Healthcare Disparities at Nassau University Medical Center • Sister-To-Sister International • National Action Network • Splenda • Simon & Schuster’s Best-Selling Authors, Virginia DeBerry & Donna Grant • Columbia Pictures • 4 Colored Girls Productions L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com 4

  4. GETTING THE MOST OUT OF YOUR MEDIA BUCK PRESENTED BY- Tyrha M. Lindsey Worldwide President & CEO L.A.I. Communications

  5. GETTING THE MOST OUT OF YOUR MEDIA BUCK SEMINAR OBJECTIVES • Assist participants in understanding the behaviors of their primary and secondary audiences for their media outreach. • Assist participants with understanding the 7 ways to “touch” or reach a consumer. • Assist participants in understanding the difference between effective mainstream and grassroots media activities and cost differentials • Assist participants in understanding the characteristics of grassroots media outlets and/or collaborations to support their media buys. • Seminar Resources L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com 5

  6. PRIMARY AUDIENCE Who are they? What do they like? Where do they go? What media do they frequent? SECONDARYAUDIENCE Who are they? What are their entertainment options? What do they like? What media to they frequent? WHO IS THE TARGET AUDIENCE FOR YOUR MEDIA BUY? L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com

  7. Television Radio Outdoor Retail Internet Print Advocacy *From Procter & Gamble’s “7 Ways to Reach a Consumer” 7 WAYS TO “TOUCH” YOUR AUDIENCE* L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com

  8. Mainstream Media Television General Market Newspapers Radio Websites Outdoor Direct Mail Grassroots Media Radio Cultural Newspapers Organizations/ Associations/ Community Groups Social Networking Word of Mouth EFFECTIVE MAINSTREAM VS. GRASSROOTS MEDIA L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com

  9. MEDIA BUYING “VOCABULARY” SOME COMMON TERMS USED IN BUYING MEDIA*- • “Impressions” are generated every time an advertisement is viewed. Their purpose is to understand how many times one sees an advertisement. • “Reach” is the number of people who receive the advertisement. The purpose is to measure the advertisement’s spread across an entire population. • “Frequency” is the average number of times a person receives as well as is exposed to an advertisement. • “Pageviews” are the number of times a web page has been displayed and is used to measure the popularity of a website. • “Clickthrough” is the action that visitors take on a website in response to an advertisement. • “Cost Per Click” is the billing mechanism in web advertising that applies a dollar amount to “clickthroughs.” ADAPTED FROM THE BOOK: MARKETING METRIC: 50+ METRICS EVERY EVECUTIVE SHOULD MASTER L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com

  10. MEDIA BUYING “VOCABULARY” OTHERCOMMON TERMS USED IN BUYING MEDIA- • “Gross Rating Points” (GRP) measures the impressions in relation to the number of people in the audience for an advertising campaign. • “Cost Per Thousand Impressions” (CPM) is the cost of advertising divided by impressions generated in the thousands. • “Share” (typically used a great deal in television) evaluates the relative strength of an advertising program within its market. • “Visits” are the number of unique viewings of a website and measures audience traffic. (“Visitors” are the number of viewers in a given period and measures the reach of the site. ) ADAPTED FROM THE BOOK: MARKETING METRIC: 50+ METRICS EVERY EVECUTIVE SHOULD MASTER L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com

  11. MEDIA BUYING “VOCABULARY” IMPACT OF YOUR “BUY”- • Impact of mainstream media impressions = Costly, but effective when done well. Can reach the masses. • Impact of grassroots impressions = Cost-effective, builds loyalty and leverages the “power of the third party endorser” which can be more sustainable“ MY ADVICE- “Balance the two.” L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com

  12. CASE STUDY: “Hattie…What I Need You To Know” (One Woman Musical Based on the life of Academy Award Winner, Hattie McDaniel) ADVERTISING OBJECTIVES • Budget: $7k for 8 week run • Do more with less. • Maximize PR outreach to support advertising strategy. • Maximize grassroots media and outreach. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com 5

  13. CASE STUDY: “Hattie…What I Need You To Know” (One Woman Musical Based on the life of Academy Award Winner, Hattie McDaniel) WHAT WE DID • I. Budget: $7k for 8 week run • Spent $3500 on a tiered radio buy/package across three major stations in NYC=> KISSFM (Urban Radio) – week one/week four/week seven • WNYC (Public Radio) – week two/week five/week six • WGBO (Jazz Public Radio) – week three/week four/week five • Do more with less. • Have to adopt that mentality. • II. Maximize PR outreach to support advertising strategy. • Launched PR campaign on Playbill.com • -Secured NY Times Review • -Secure reviews in major newspapers • -Secured interviews on major community radio programs • -Sent weekly e-blasts on tickets and show updates. • III. Maximize grassroots media and outreach • -Secure reviews on major theater internet sites (I.e. Playbill.com) • -Spent $3500 on tiered multicultural media (newspapers and radio) • -Secured appearances of show’s lead in at least 2-3 weekly events. (fromchurches to community concerts in associations with ”Harlem Week) L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com 5

  14. GROUP EXERCISE: YOUR TURN YOUR ASSIGNMENT: Develop a media budget using the “7 ways of touching your audience” at the following budget levels: $2,500 / $8k / $15k L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com 5

  15. GETTING THE MOST OUT OF YOUR MEDIA BUCK GROUP DISCUSSION -Be Innovative. -Be Resourceful.

  16. RESOURCES SEMINAR RESOURCES FOR MEDIA BUYING AND AUDIENCE DEMOGRAPHICS/BEHAVIORS • WWW.BRANDWEEK.COM • WWW.TARGETMARKETNEWS.COM • BOOK: MARKETING METRIC: 50+ METRICS EVERY EVECUTIVE SHOULD MASTER by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein • BOOK: MADE TO STICK by Chip Heath & Dan Heath • WWW.ADWEEK.COM • WWW.CENSUS.GOV • Hispanic PR NewsWire • Diversity Inc. Magazine L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com 5

  17. GETTING THE MOST OUT OF YOUR MEDIA BUCK THANK YOU!!!

  18. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com

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