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ICOM Multicultural

ICOM Multicultural. The Symmetry Group. Capabilities Presentation. The Symmetry Group is a full-service marketing communications agency that markets, communicates and connects to the Urban, General Market and Multi-cultural consumers. At TSG , we pride ourselves in taking a disciplined,

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ICOM Multicultural

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  1. ICOM Multicultural

  2. The Symmetry Group Capabilities Presentation

  3. The Symmetry Group is a full-service marketing communications agency that markets, communicates and connects to the Urban, General Market and Multi-cultural consumers.

  4. At TSG, we pride ourselves in taking a disciplined, thoughtful approach to developing strategic solutions to your marketing challenges and transforming them into innovative opportunities. Our combined years of experience,coupled with our strong research and creative development talent, enable us to aggressively serve our clients.

  5. offering client services via: : Marketing Research : Strategy & Positioning Initiatives : Consumer Immersion : Brand Planning

  6. creating solutions through: : Consumer Promotions : Public Relations : Event Planning & Execution : Advertising Production & Trafficking : Graphic Design : Television Production : Web Design

  7. TSG and ViVA are members of the International Coalition of Marketers (ICOM). ICOM is worldwide: • Founded in 1950 as an independent network • Agencies owned and operated locally • Multi-local, not multi-national • Total billings exceed $2 billion • Covers 90% of the world’s markets • 70 member agencies • 2,300 employees • 50 countries • Agencies connected and own the network www.icomagencies.com

  8. What a client wants!!.... • To effectively increase revenues via the products & services they sell • To generate economies of scale that provide the following: • reducing current operating expenses • provide out-of-the box thinking & creative • quick turnaround to all needs • Not a lot of bureaucracy and approval layers • Create additional ancillary events and promotions to increase brand/product visibility • In order to fulfill these objectives it is necessary to have a marketing strategy, promotions, and marketing activation plan that will allow you to establish a uniformed, under one roof platform when communicating, interacting and negotiating with potential partners/sponsors and or consumers. • This requires focus, balance and efficiency 365 days a year to meet its objective. It requires a one stop source to make it run like a clock…….. It requires Symmetry!!

  9. The Draft Pick…. • TSG, is a full service Marketing Communications Company, specializing in the Multi-cultural consumer marketing category. We specialize in making the routine into unforgettable experiences. • We are capable of helping to take your products & services to the next level via: • Marketing & Advertising • Strategic Planning • Public Relations • Promotions Development & Execution • Ancillary Event Development, Mgmt & Execution

  10. Our consumer approach….

  11. The consumer we know so well!!!.....

  12. African American Consumers • TSG defines the African American consumer demographically and by sub-segmentation of core targets: the urban contemporary (25-49), urban trendsetter (12-17) and urban trailblazer (12-14) • Attitudinally, African Americans are highly oriented to their sense of community. Regardless of socio-economic classifications within the segment. This group feels a common bond and culturally reinforces the importance of ‘sticking together’ • AA represents approximately 12% of the US population* • 58% of all AA’s reside in the SE US* • 4 in 10 AA’s are under the age of 24** • The share of AA households that earn between $25,000 & $74,999 (44.6 percent) is larger than the share that earns less than $25,000 (42.9 percent)** • AA over index versus the general population in the following categories: • Clothing/Apparel boys & girls 2 -15 = 167** • Telephone services = 152** • Footwear = 144** • TV, radios and sound equipment = 125** • The African American consumer represents a growing segment that can efficiently be reached based on their footprint in the US - of the total AA population, 58% live in the Southeastern USA • By 2007, their spending power will exceed $850 billion * 2000 US Census ** American Demographics analysis of Census 2000

  13. Business Potential • Opportunity • Mkt Size = 8.1 million people • African-American buying power > $645.9 (billion) and projected to be at $852.8 (billion) by 2007* • Geography: AA Urban Contemporary consumers predominately live in highly populated markets where a larger SOV is easier to attain • Succinctly target the AA Urban Contemporary which will have an halo effect to the entire segment • Why? They are the trendsetters of “lifestyle” which resonates across the entire general & multi-cultural populations Source: *Selig Center for Economic Growth, Minority Buying Power in the New Century, April 2002

  14. Key consumer insight PRIMARY AUDIENCE: WHO ARE THEY? • The URBAN CONTEMPORARY • Age: 25 – 49 • HH Income: $50K+ * • Male Skew • Content-driven (news, information, entertainment, events) • Heavy utilization of internet and two-way messaging for community-building (email) • proud of professional/entrepreneurial status and success • highly value independence and self-determination, are style conscious and enjoy being on the cutting edge of new trends after they become adopted by the larger population • Brand conscious & savvy!!! *According to US Census Bureau, there are 3.7 million HH’s with annual incomes >$50,000 and 1.4 million HH’s with annual incomes >$75,000. Also, “Black-owned firms increased almost 4 times faster than all US firms.”(Source:The Selig Center 2002)

  15. Key consumer insight PRIMARY AUDIENCE: WHO ARE THEY? • The URBAN TRAILBLAZER • Age: 14 -16 • HH Income: skies the limit! * • I am not afraid of wearing something that no one else is! • I LOVE BEING DIFFERENT!! • I am the epicenter of hip/cool/tight!!! • I set the pulse and the trends • define things on their own terms and create their own world * Have part-time jobs and allowances from parents!!!

  16. Key consumer insight PRIMARY AUDIENCE: WHO ARE THEY? • The URBAN TRENDSETTER • Age: 12 – 18 • HH Income: My parents wallet/purse! * • I love to hang with my friends. • I watch to see what my friends wear and listen to! I want to fit in with the crowd!! • Up to speed with all of the trends, lingo, fashion, etc. • I Pay attention to that urban trailblazer! • Ethnicity is not the defining measure to what I wear or listen to • My peers POV is important to me * Usually a combination of allowance and part-time job!!

  17. Key consumer insight WHY TARGET THE AFRICAN AMERICAN CONSUMER? • At the vanguard of fashion and trends • Influencers of other AA and general market segments (“ahead of the curve”/Early Adopters) • Marketing to the AA trailblazer allows you to to reach the broader AA consumer & GM consumer via the HALO effect • Relevant messaging and positioning can be a credible pillar to invite this consumer into your franchise

  18. African-American/Urban Contemporary Consumers significantly value their individual circle of control. (“It’s All About Me”) • The “Buying Power of Black America” is $631 billion and reports: • The top categories are as follows: • Cars/Trucks - $48.7 •  Clothing - $22.3 billion • Telephone Services – $13.6 billion • Contributions (church, organizations) – $10.3 billion • Media (TV [Pay TV], CD’s & DVD’s, magazines) – $5.3 billion • Entertainment and Leisure $2.5 billion “SOCIETY” Economy • War • Health Issues “ME” • Circle of Individual Control: • • Career; Entrepreneur • • Community; Development • • Fashion: Sean Jean; RocaWear** • • Automobiles: Escalades; Expeditions, Hummer** • Communication; cell phones, two-way pagers** • Entertainment** • The top categories where AA over index versus the general market are as follows: • Clothing/Apparel boys & girls 2 -15 = 167 • Telephone services = 152 • Personal Care products and services (lifestyle)= 147 • Footwear = 144 • TV, radios and sound equipment = 125 **Source: Target Market News and American Demographics 2002

  19. Here are key Tangible AA Passion Points and their correlated Experiential/ execution assets to the targeted segment*: = Tangible MUSIC Confidence =Experiential Jazz/Blues Neo Soul Spoken Word Rap Gospel Lounge Creative Sense of Pride Talk to me; not at me Independence Respect who I am and What I am! Trendsetters Fashion Minded Self Expression Savvy Stylish AA Urban Contemporary (The Core) “Everything revolves around Me” LIFESTYLE Entertainment Sports Fashion Film/Movies Concerts TV Video Games COMMUNITY Sensory Family Church School Visceral Physical Spiritual **Source: Yankelovich Monitor Lifestyle Survey 2002

  20. Solution Experts

  21. scott d. robinson president | general manager As the President of The Symmetry Group, Scott brings leadership and managerial skills to guide the firm in securing, managing and sustaining relationships with their clients. Some of the companies Scott has provided solutions for over the years are, Coca-Cola North America, Bank of America, Blue Cross Blue Shield of GA, 100 Black Men of Atlanta and Fortis.He has held General Management and Chief Marketing Officer positions in the financial services industries with First Union and Fortis. He also held management positions in brand & multi-cultural marketing, sales and community affairs with the Coca-Cola Company, Coca-Cola North America and Lipton, working on key brands such as Coca-Cola classic, Sprite, Lipton Tea, Lipton Soup and Lawry’s Seasoned Salt. Currently a member of the 100 Black Men of Atlanta, Scott serves on the Executive Committee for the Bank of America Atlanta Football Classic and is a mentor in the Project Success program. He is a graduate of Fairfield University and holds an Executive Education Program certificate from the Harvard Business School In Competition and Strategy.

  22. eugenia harvey evp | media relations & communications Eugenia went all the way. A bachelor’s degree from the University of Georgia, her masters in journalism from Columbia University—then off to conquer the media through hard work, creativity and talent. As an investigative journalist, she specialized in medical, legal, and human interest stories on topics including autism, adult care abuse, racism, and pharmaceutical companies. The honors followed: an Emmy Award, the Robert F. Kennedy Memorial Journalism Award, and other prestigious journalism prizes that reflect her production skills. Eugenia’s personal commitments have given her experience in public relations, media training and advertising and her award winning writing style has kept her in demand. In her capacity as a television executive she has produced programs with high-profile personalities such as, Emmitt Smith, Carl Lewis, President Bill Clinton, Nelson Mandela, Margaret Thatcher, Queen Noor of Jordan, Chuck D., Coretta Scott King, Ambassador Andrew Young, Israeli Prime Minister Shimon Peres and O.J. Simpson. Other clients and experience include: Bank of America, Georgia Power, Blue Cross Blue Shield, Women.com, CNN (Charlayne Hunter-Gault), CBS News (Dan Rather and Ed Bradley), ABC News (Diane Sawyer and Sam Donaldson), ABC News (Peter Jennings) and PBS.

  23. michael antoine evp | creative & IT director Michael is one of the most creative and innovative graphic artists in the business. His flexibility has helped him create successful campaigns for small start-ups, Fortune 500 companies, and everything in between. His cool temperament enables him to work comfortably under tight deadlines and difficult situations. After years of agency work, he decided to work on his own before becoming a partner in The Symmetry Group. Brand and client experience include: Bank of America, Georgia Power, Blue Cross Blue Shield, Coca Cola, Church’s Chicken, Nations Bank, And-1 Basketball Clothing, Geross Records-South Africa, Sports Illustrated-1996 Olympics, McDonalds-General and Black Owner Operators of Southern California, Gelman and Gray Public Relations, Toyota-Southern California, KABC Radio and Television and Ralph’s Supermarkets. He holds a Fine Arts degree from Loyola Marymount, Los Angeles.

  24. reiko clark evp | creative director A creative since childhood, Reiko has been visualizing since she can remember. She entered the industry as a high profile New York based art director, working with the design houses of Armani, Chanel, Comme de Garcon, and magazines such as Mademoiselle and New York Woman. Production and editorial art directing credits include everything from print advertising to television commercials. Reiko evolved naturally into advertising and marketing, working with companies such as American Express and Seagram’s.Her ability to assess needs and develop cutting edge conceptual imagery is her strength. This highly motivated secret weapon serves her clients well. Brand and client experience include: Bank of America, Georgia Power, Blue Cross Blue Shield, Coca Cola, Church’s Chicken, Nations Bank, And-1 Basketball Clothing, Atlanta Goodlife Magazine, Ponko Chicken, and Dominos.

  25. work

  26. experience • And 1 Basketball Apparel • Atlanta Football Classic • Atlanta Goodlife Magazine • Bank of America • Blue Cross Blue Shield • Brian Jordan • Church’s • CNN • Collegetown • Coca Cola - Fanta • DaDa • Diversapack • DKNY• Integral Properties • Ford • Fortis • Georgia Power • Orlando Labor Day Classic • Macauley Properties • McDonalds Corporation • NFL Superbowl Gospel Celebration • Reebok • Russell Athletic • SoSo Def Records • The Coca-Cola Company • The Universoul Circus • Timberland • Toyota • True Colors Theatre Co. • Universal Records • First Union (now Wachovia) • 100 Black Men of Atlanta

  27. Blue Cross Blue Shield of Georgia : Promotional Advertising | Strategic Development & Radio/Print Collaterals

  28. McCauley Properties and BOJ, LLC: The LeJardin Community | Public Relations, Event Promotions, Marketing Consultants

  29. Bank of America Atlanta Football Classic: The 100 Black Men of Atlanta | Marketing, Brand + Logo Design, Print Campaign, Graphic Design, Event Management, Public Relations, Radio and TV

  30. Diversapack : | Corporate Communications

  31. ACE lll Publishing : Goodlife Magazine | Art Direction, Photography, Graphic Design

  32. The Coca-Cola Company : Fanta | Strategic Planning, National Print Collateral POS System

  33. Coca-Cola Enterprises : Inclusion Division | Logo Development, National Print Collateral & Training System, Website Design

  34. Coca-Cola Enterprises : North America HR Department | Logo Development, National Print Collateral & Training System

  35. TV Commercial Experience

  36. Coca-Cola classic “Savion’s Challenge” Sprite – “Rhyme for Rhyme” Coca-Cola classic “Coca-Cola Love” Georgia Power – “Darius” Bank of America Atlanta Football Classic

  37. Web Design Experience

  38. www.diversapack.com www.atlantafootballclassic.com www.100blackmen-atlanta.org www.buyhbcu.com ”

  39. www.symmetrygroup.us www.theeventauthority.com www.elizabethbaptist.org

  40. 600 W. Peachtree St. no. 510 atlanta, georgia 30308 404.237.2378 o 404.237.2379 f contact@symmetrygroup.us www.symmetrygroup.us

  41. ViVA ViVA ViVA is a full service, integrated marketing, promotions and advertising communications agency specializing in the U.S. Hispanic and Latin American consumer markets  We do what it takes to grow your business in the Hispanic market

  42. The ViVA Story We opened our doors in 1997 with one client and 1 very motivated “president”. We’ve come a long way since then. We now have 25 employees, annual billings of $32 million, advertising offices in Miami and Los Angeles, media offices in San Antonio and promotional offices in Dallas.  ViVA is passionate about the Hispanic Market.

  43. The ViVA Story ViVA’s team leaders come to ViVA with an average of 15 years of agency experience and expertise from great, (and Big) agencies, including DRM/DDB, Bromley Communications (Publicis), Global Hue (IPG), Saatchi & Saatchi, and Leo Burnett making it possible for our clients to work with seasoned, senior-level professionals on a daily basis. ViVA is directed by senior Hispanic marketing professionals

  44. The ViVA Story ViVA is woman/minority certified. ViVA is not a publicly-held company and doesn’t have to answer to shareholders, hence keeping costs reasonable for excellent work ViVA won an EFFIE for its work on a Uniroyal Hispanic marketing program.

  45. Client Experience

  46. Category Experience CPG – Beverage Coca-Cola Jarritos Sunkist Jugos del Valle CPG - Food Enteman’s Pillsbury Motts Clamato Mission Tortillas Prego Campbell’s Soups Yoplait Quaker CPG Household Fabuloso Fab Ariel OTC Dexatrim Pfizer Tylenol Imodium Lactaid Pepcid AC Travel & Tourism Sectur de Mexico Avianca Sabre Six Flags Resorts Advantage Conrad Hotels Intercontinental Hotels RIU Hotels Retail Bealls BJ’s Wholesale Club Fashion Bug Marshall’s TJ Maxx Verizon Wireless Telecommunications Verizon Wireless US Robotics MCI AT&T Wireless 1-800 Collect Nokia Cingular B2B Fed Ex DHL QSR McDonalds Burger King Taco Cabana Church’s Fried Chicken Consumer Electronics Sharp Sony Motorola Samsung Seiko Automotive Uniroyal Chrysler Texaco Diamond Shamrock Havoline Motor Oil Chief Auto Parts PEP Boys General Motors Renault Toyota Exxon Mobile Technology AMD Iomega Xerox OKI Intel Lan Desk Beer Budweiser Bud Light Michelob Lone Star Beer Miller Spirits Jose Cuervo Smirnoff Johnny Walker Black Balentines Kahlua Health & Beauty Nivea Neutragena Oil of Olay Pantene Mennen Colgate Zest Financial & Insurance State Farm AIG American Express Advance America Moneygram Vigo

  47. Miami, FL HQ Los Angeles, CA San Antonio, TX Media Dallas, TX Promotions Location, Location, Location

  48. The ViVAPoint of Difference

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