The Obama for America Team hired DOVE Marketing to develop the African American marketing strategy and radio creative for the 2012 Presidential Campaign. It was identified that 6 million African Americans were registered to vote in 2008 and did not. Another 6 million African Americans believed they were registered but were not due to the changes in voting laws in 2010, and another large group were not registered at all. Qualitative research conducted in February 2012 indicated that African Americans had favorable feelings for President Obama However, they had difficulty articulating exactly what the President was doing in Washington to have a positive impact on them and their issues, including--first and foremost economic issues around jobs and taxes affecting their money, helping to make healthcare more affordable and accessible, and fighting for teachers and improving education, giving their children more opportunity for higher education while supporting their institutions of higher learning.
DOVE developed a brand architecture, messaging platform, event strategy and radio advertising to air on The Tom Joyner Morning Show, The Steve Harvey Morning Show, The Michael Baisden Show, The Warren Ballentine Show and pervasively in the swing states. Our overall objective was to increase the electorate of African American voters by clearing articulating the relevant issues and how the President has addressed them.The Radio Campaign consisted of a framing ad, followed by a a series of “real” voter testimonials to showcase the POTUS’ accomplishments around the key issues of health care reform, education, and economics. We then ran a "get out to vote" ad featuring the First Lady to emphasize the importance of voting. We ended the campaign with an ad using Jay-Z targeting millennial voters. This ad ran on all media including general market, Hispanic and African American stations. All of the ads had a compelling voter registration call to action through September, tags encouraging early voting through mid-October, followed by a Get Out to Vote call to action up to the election. We launched a Family Reunion Campaign to encourage voters to construct their family tree to ensure that everyone in their family was registered to vote. We also engaged surrogates to speak on behalf of the Campaign and activate events including the Steve Harvey Hoodie Awards and a major fundraiser at Tyler Perry’s Studios.
President Obama was successfully re-elected. African Americans both registered to vote and voted early at record levels. In an NBC/New York Times Poll conducted in August, Romney had zero percent support among African Americans versus 94% for President Obama. Exit polls on election day credited voters of color with carrying key states for President Obama and ultimately assuring his victory. America's blacks voted at a higher rate than other minority groups in 2012 and by most measures surpassed the white turnout for the first time. Unlike other minority groups, the rise in voting for the slow-growing black population is due to higher turnout. While blacks make up 12% of the share of eligible voters, they represented 13% of total 2012 votes cast, according to exit polling. According to Amanda Brown, Political Director of Rock the Vote, millennials defied expectations and once again increased their share of the electorate and played a major role in the 2012 elections. According to CNN national exit polls, the share of votes cast by those under 30 increased from 18% in 2008 to 19% in 2012, and those voters favored the President by a margin of 60% to 36%. Millennials were the deciding factor in the President's wins in Ohio, Pennsylvania, Florida, Virginia, and Nevada.
AARP is a social mission membership organization focusing on information, education and advocacy. Of it's 37 million members, 3 million are African American making it the largest African American membership organization. AARP’s mission is to enhance the quality of life for all as we age. “We champion positive social change and deliver value through advocacy, information and service.” The Multicultural Markets and Engagement Team at AARP wanted to enhance the brand’s relevance and engagement with African American consumers. Though many African Americans have an AARP card in their wallet, research indicated that they did not readily understand the brand benefits and mission. DOVE was engaged to strengthen and solidify the brand’s affiliation with African American consumers.
We developed a social media strategy and plan to connect with, touch and reach consumers through a new communication channel. Through Facebook and Twitter we have established a daily conversation to showcase the brand’s community engagement and drive brand relevance. We craft and post daily messages that nurture a friendship in their daily lives on the AARP Black Community FaceBook page and the AARPBlackCom Twitter page. We showcase the numerous community events that AARP supports demonstrating their strong tenacles in the Black community. We strategically promoted the page to broaden our reach and expand exposure to attain a threshold level of page likes. This has spurred consistent organic growth. We employ some regular features to guide post content including target relevant quotes, celebrity birthdays, This Day in Black History, Age is Only a Number, Do You Remember nostalgic photos, Throwback Thursday, Foodie Friday, Relaxation Saturdays, Sunday Faith Quotes and Church Shout Outs to the Faith-based Community with which we partner, and an online Book Club with video interview of prominent Black authors. Our commitment is diligent and in real-time such that we capture the essence and pulse of our target audience.
When we started the social media campaign in June 2013, there were 668 Likes on Facebook, with 11 People Talking. There were 320 Twitter Followers. We reached 100,000 Facebook Page likes in late January and now have over 126,000 in June 2014. Though our social media audience is really connected to Facebook, we now boast over 2600 Twitter followers. Exponential organic growth is expected to continue based on our timely and relevant content around health and wellness, entertainment, Black history, milestone birthdays, community engagement, to name a few. Our social media campaign has established a sustainable relationship with African American consumers where people have come to expect our messaging and feel connected to and valued by the brand. Engagement exceeds competitive non-profit Facebook pages. 92% of fans go to the page once a week or more. 75% of consumers are more likely to join/renew as a result of their relationship with the Facebook page.
AARP identified that a family's financial health is solidified and enhanced when someone in the household attains a college education. Getting a student into college takes a "village." They challenged DOVE to assist them in developing a website and launch campaign to provide information to families to help them prepare for a post-secondary education.
We proposed that AARP start a movement to prepare families for higher education We worked closely with Education Consultant, Dr. Winifred Watson-Florence to assist her in developing the content and curriculum for the website. We developed the website name, tagline, site copy and graphic design to effectively launch www.Families4Education.com. The website was built to assist students, parents and grandparents in identifying and navigating the necessary preparation for post high school educational options. beginning in Middle School through senior year. We also developed a launch plan and marketing materials to generate awareness and usage of the site. We worked with AARP to nurture a partnership with 100 Black Men to engage the youth in their Mentoring Program. We did a soft launch of the site and a presentation at the 100 Black Men Annual Conference in June. We partnered with Tom Joyner based on his commitment to HBCU's and broad media voice and online outreach. We officially launched the site at the Tom Joyner Family Reunion over Labor Day Weekend in Orlando with national media support on the radio and on BlackAmericaWeb.com. It was also featured on the AARP Black Community Facebook page and via Twitter. The website was then exposed to over 3000 students at the 100 Black Men of Chicago's 11th Annual College Scholarship Fair.
Initial web analytics are extremely favorable as consumer engagement is escalating exponentially.
American Friends of Rambam, a non-profit organization established to promote and support The Rambam Health Care Campus – the premier medical institution located in Haifa, Israel, challenged us to develop a communication strategy and plan for a medical breakthrough on finding a cure for kidney disease. We met with the lead nephrologist, Dr. Karl Skorecki, who is conducting cutting edge research and is close to curing kidney disease in African Americans.
We worked with Dr. Skorecki to clearly understand the science of his medical breakthrough and transcreate it into layman’s terms for messaging for the media and consumers. We constructed a visual depiction of the science to make it both easy to understand and memorable. We then developed relevant and provocative messaging to engage both the media and consumers and get them excited about the effort: Raise $5million in 5 years. In addition to traditional media relations and consistent social media, we developed a mobile text to donate campaign. We did an industry benchmarking study to determine the most cost effective methodology, developed the campaign and it continues to be in execution. Our goal is to raise the $5million by August 2014 (one year). We also did publicity and social media for the organization’s premiere event, On The Vine, a four day fundraising benefit featuring artists including Smokey Robinson, BabyFace, Angie Stone and Natalie Cole. We engaged a Huffington Post writer, Akoshia Yoba to write a prelude article in advance of the event and then cover the event to write a series of articles over the next couple of months to make a sustainable impact on generating awareness of the medical breakthrough.
The impact is still in the works as the event was just held August 22-25th. The preliminary Huffington Post article can be found at http://huff.to/13J4b6v. The text to donate campaign is as follows: text KDR to 20222. The articles will begin to run in early September.
eTransform Inc. provides the one-stop shop for superior retail services specializing in all operational aspects of the business including recruiting, hiring, training, managing, and retail program implementation. The company was experiencing exponential growth but felt they needed to refine their branding to give their business a competitive edge in the marketplace. They also wanted to launch some new products and needed communication and messaging.
DOVE developed a brand architecture, messaging platform and new creative branding elements for the brand and helped the eTransform leadership team articulate their unique selling proposition in their sales materials and presentations. We also developed launch sales materials for their new training product line.
eTransform is securing new business at record levels.
Build a brand for a Chef with no broadcast experience, cookbooks, or celebrity connections to elevate her to a national platform
Leveraging personal and professional relationships, the DOVE PR team attained numerous national television show appearances for the client to spotlight Chef Jamika’s love of food. This was accomplished through the use of a strategic brand architecture to provide a foundation for media messaging and pitching, and brand endorsements. We secured an brand endorsement relationship with Hillshire Farm Smoked Sausage and orchestrated a national media tour. Chef Jamika appeared on the Steve Harvey Morning Show monthly for two years.
In addition to garnering 16,902,146 impressions via print, television and radio media, Chef Jamika is now an Food Correspondent for ABC’s “The Chew.”
|Archon Magazine||Winter 2011|
|Chicago Media Tour||February 2011|
|Las Vegas Media Tour||September 2011|
|Jet Magazine||April 2011|
|Ebony Magazine||February 2012|
|NBC's Today Show||October 2011 and June 2012|
|ABC's The Chew||August 2012|
Market a play with a small budget to drive ticket sales.
Focusing on the local market, a media blitz was orchestrated for the eight-week period before the opening night.
|Atlanta Daily world||May 18, 2012|
|11 Alive News||June 14, 2012|
|Tom Joyner Morning Show/blackamericanweb.com||June 14, 2012|
|Fox 5 "God Day Alanta"||June 27, 2012|
|Atlanta Magazine||July 1, 2012|
|AJC Newspaper||July 13, 2012|
|V-103||July 13, 2012|
|Medial Impression Total|
The media impressions garnered drove ticket sales to sell-outs every night. “Guess Who’s Coming to Dinner” is Kenny Leon’s most successful outing ever.