Our Case Studies - EGAMI Consulting

Egami Consulting Group
Diversity Capabilities – January 2010
About Egami Consulting Group
Egami Consulting Group is an award-winning, woman-owned, NMSDC certified minority marketing firm
specializing in linking brands to urban and multicultural consumers via inspirational platforms.
Founded in 2003 by Teneshia Jackson, Egami provides brands ways to “INSPIRE”, “CONNECT”, and
“ACTIVATE” consumers through innovative best-in-class marketing campaigns, strategic partnerships,
custom community programs, and/or new products. Egami Consulting Group’s marketing approach
starts with working intimately with our clients to understand their desired business objectives. Once
objectives are identified, Egami leverages insights to create unique marketing strategies to ACTIVATE
consumers to achieve the client’s desired business objective.
Egami’s marketing strategies have
ranged from working with brands to raise youth voter awareness among urban consumers to
integrating new urban products into our client’s portfolio of products. Egami Consulting Group delivers
measurable business results for many of the world’s largest companies including Yum Brands (KFC),
Jostens, Dasani, RUSH Communications, Heineken, Hennessy, P & G (TAG Body Spray), and more.
Our Minority Certifications
As a small business, black owned/woman minority business, Egami holds
key minority certification with several credible organizations that are
dedicated to facilitating business between corporations and minority
business owners. E*G*A*M*I certifications include:
o  National Minority Supplier Diversity Council
o  Women in Business Enterprise National Council
o 
SBA 8(A) Certification (CERTIFICATION PENDING) Our Strategic Partner - MS&L Worldwide
In 2008, Egami formed a strategic partnership with MS&L Worldwide, a leading global communications firm and
part of MS&L Worldwide, a network of communications brands and consultancies with 54 offices worldwide in
North America, Latin America, Europe and Asia, as well as an extensive affiliate network.
The agency
specializes in using research, insights and technology to create and execute powerful communications
strategies that are critical to client success. MS&L is a part of the Paris-based Publicis Groupe, the world’s
fourth largest communications group.
Publicis activities span 109 countries on six continents and include
advertising, marketing services, media counsel and buying, media sales and specialized communications.
These
specialized
communications
include
public
relations,
consumer,
corporate
and
financial
communications, and multicultural and healthcare communications.
The Egami/MS&L Worldwide strategic partnership is a WIN/WIN. The partnership strengthens Egami with
enhanced capabilities throughout US and around the globe and strengthens MS&L diversity capabilities by
providing MS&L new & existing clients. Our Strategic Partner - MS&L Worldwide
Via our strategic partnership with MS&L, Egami has enhanced nationwide and global capabilities.
• 12 MS&L owned U.S. offices
• 23 U.S. affiliates
MS&L Owned Offices
Affiliated Offices
Total MS&L Offices
• 54 offices in 28 countries
Our Clients
Our 2009 Awards
• ADCOLOR: Most Valuable Partnership • Holmes Group: Gold Winner, Multicultural Communications • PR Week: Honorable Mention, Multicultural Marketing Campaign of the Year • Silver Anvil Award of Excellence: Multicultural Public Relations – Business • PRSA NY Big Apple: Marketing to Special or Multicultural Audiences – Business
• PRSA Georgia Phoenix Award: Multicultural PR Campaign of the Year
Our Diversity Approach
Our Approach Maximizes
Consumer Connections
through:
• Consumer Insights
• Innovative partnerships &"
advocacy
• Influencing the conversation
• Multiple touch points
• Traditional and non-traditional
• Earned and paid media
Our Approach "
Creating Authentic Connections
Our Multicultural Core Offerings
Celebrity Marketing
Since inception we have built a network inside-the-industry (e.g. celebrities/influencers) and
specialize in creating the right celebrity endorsements to enhance brand credibility and
influence with target audiences. Influencers Marketing
Our influencer marketing leverages key influencers to disseminate brand messages to
multicultural consumers, via multiple touch points (e.g. digital, word of mouth, shared
experiences, entertainment, media and more) resulting in increased sales.
URBAN Social Activism Marketing
Our urban social activism marketing maximizes the movement of messages, products, and
profit by ACTIVATING people. The mobilization of people occurs at the intersection of social
responsibility and cause marketing, where hyper-engaged consumers, customers, influencers
and communities spawn social movements. When this happens, and is driven by a brand or
product, the desired business results are multiplied exponentially. Our Multicultural Core Offerings
Connected Digital & Social Media
Our digital strategies engage consumers online and specialize in creating brand “buzz” and
authentic “dialogue” around a brand, its products and key messages; driving business results.
Community Organizations and Partnerships
Creating mutually beneficial strategic partnerships and sponsorships are among our core
strengths and are invaluable vehicles in creating authentic relationships between brands and
urban community partners. Via our network of relevant community partners, we have a
continued pulse of what’s happening in urban communities and provide brands opportunities
to create brand loyalty while making a difference in the communities of urban consumers. Media Relations
Our media relations has one-on-one relationships with key urban, national and local mainstream
media outlets including news, trend, fashion, business and bloggers that influence national
print, broadcast and online media. We build deep personal relationships that enable us to
deliver brand media strategies that will drive success.
Our Relationships - Entertainment/Fashion
We have direct relationships with all areas of the entertainment industry and connect with these entities on a daily basis for our clients.
Music
Fashion
Celebrities
Our Relationships - Urban Community
Urban Media
Community Organizations
Our Case Studies
Proctor & Gamble- TAG Body Spray
For years, Procter and Gamble’s TAG Body Spray battled with
competitors to reach white male consumers in the body spray/
deodorants category. Looking to grow their market share TAG enlisted
Egami and MS&L Worldwide to build and execute urban programming to
reach New Urban America.
Recognizing that for African-American
consumers the music industry is at the forefront of fashion and grooming
trendsetting, and influential music industry personalities can quickly
create brand affinity, we worked with the brand to form TAG Records, a
Joint Venture between P&G and Island Def Jam with Jermaine Dupri as
president. During this campaign we were able to create and Exclusive
announcement on Allhiphop.com, announced the first TAG Records
artist, Q da Kid, during the BET Awards Party, as well as coordinate his
debut at the MTV Video Music Awards. Another major component of the
campaign was the creation of the “Survival of the Freshest” 11-market
tour where local MCs competed in freestyle rap battles for a demo deal
with Jermaine Dupri. We also partnered TAG with Russell Simmons’ Hip
Hop Summit Action Network to bestow 10 $5000 grants to rap battle
winners on behalf of TAG Records.
Results included:
Media Relations:
o  203 million media impressions. 90% in urban/hip hop outlets
Connected Digital & Social Media:
o  200 urban online/blog buzz impressions about launch of TAG Records
o  TAGRecords.com had 100,000 visitors in the first 5 weeks Note: This projects executed in conjunction with MS&L
Our Case Studies
Hennessy 44
Egami and MS&L Worldwide worked with Hennessy to unveil Hennessy 44 –
a limited edition bottle celebrating the Obama inauguration. The brand
objective included reinvigorating the Hennessy brand with its core 21-29 year
old urban consumer in a credible and authentic way. Leveraging insights we
built layers to the story and experience that allowed the brand to stand out
and leverage touch-points to emotionally connect with the consumer. Our
efforts reinforced Hennessy’s long-standing commitment to the community
via a partnership with the Thurgood Marshall College Fund to create
scholarships from Hennessy 44 proceeds. We also implemented prioritized
influencer outreach to key on- and offline networks so they would feel part of
the movement and help establish awareness, credibility & WOM buzz . We
showcased Hennessy 44 at a cross-section of Washington, D.C. inaugural
events to establish Hennessy’s commitment and credibility among a variety of
influential audiences . Lastly, we engaged celebrities including Jamie Foxx,
Usher, Russell Simmons, T.I., Cathy Hughes and Tom Joyner to join the
Hennessy 44 movement by autographing bottles that would later be
auctioned to benefit TMCF Results Included:
Our Case Studies
Media Relations:
•  Secured placements in agenda-setting media including The New York
Times and Associated Press to establish the credibility and newsworthiness
of Hennessy 44 and achieved coverage in key African-American outlets
including BlackVoices.com (AOL), Young, Black & Fabulous and BET.com
•  Secured more than 284 placements; generating more than
88 million
impressions
Connected Digital & Social Media:
•  Sparked conversation on more than 56 blogs
Influencers Marketing:
•  Boosted presence at four Washington, D.C. inaugural events drove key
influencer endorsement
Celebrity Marketing:
Note: This projects executed in conjunction with MS&L
•  Secured 19 celebrity autographs on three limited edition bottles
Our Case Studies
Jostens
Intimate understanding of the growing urban demographic has
allowed Egami to be able to recognize areas of growth potential for
companies as large as Jostens who controls 52% of their market
share and grosses over $1 billion annually. Egami created out-ofthe-box urban marketing strategies for Jostens, the leading US high
school product provider. The urban marketing strategies developed
included Jostens introducing new co-branded products into their
portfolio of products sold within US high schools. • Products developed under this urban marketing strategy included:
• Beyonce House of Dereon – Class of 2008 Graduation Ring
• Kimora Lee Simmons' Baby Phat – Class of 2008 Graduate
Hoodie
• Russell Simmons' Phat Farm – Class of 2008 Graduate Hoodie
Results included:
Music Integration & Partnerships
• Beyonce House of Dereon Class of 2008 Ring became Jostens
2007/2008 top selling class ring with over 10 million in sales
• Jostens became the first US high school provider to offer cobranded exclusive urban graduate products
• Jostens Urban Products debuted in over 23,000 US highs
schools
Our Case Studies
Heineken Red Star Soul
In 2008, Egami and MS&L Worldwide worked via a strategic partnership to
enhance and execute the 3 year old Heineken Red Star Soul Concert Series. We
sought to position Heineken as culturally forward thinking and an influencer
through Red Star Soul and the Heineken Independent Achiever Award. We
focused on giving the consumer a premium music experience in alignment with
the brand premium status with the finale concert showcasing Keyshia Cole and
Raheem Devaughn at Mansion in New York City. We were also able to increase
the validity of Heineken’s premium position by securing A-List judges for the
Heineken Independent Achiever Awards which were presented before every
concert to behind-the-scenes individuals who are responsible in part for some of
the most popular music in the world. We also executed an Exclusive Media
dinner preceding concert series and created partnerships with Vibe and King
magazines.
Results included:
Music Integration & Partnerships:
• Secured selection committee judges such as R&B music icons - Kedar
Massenburg - Founder of Neo-Soul, Sylvia Rhone - President of Motown
Records, and Bryan Michael Cox - Grammy Award Winning Producer and
Songwriter.
Influencers Marketing:
• Attendance at dinner by Ebony, Jet, King, Giant, allhiphop.com, Vibe and King
Magazines that ran a series of write-ups and photo spreads
Media Relations:
• 70 media placements with millions in impressions including BET, Billboard,
InTouch, MTV News, Savoy, CYH, and E! Online
-----------------------------------------------------------------------------
Dasani
Dasani is a brand of bottled water from the Coca-Cola company, launched in
1999, after the success of Aquafina (produced by Coca-Cola-rival PepsiCo). It is
one of many brands of Coca-Cola water products sold around the world.
Results Included:
Note: These projects executed in conjunction with MS&L
Influencers Marketing:
• Egami in conjunction with strategic partner MS&L Worldwide worked with
Dasani and their AA team to develop and execute a mothers day program
targeting AA moms. This program resulted in Egami executing The Dasani
Ultimate Style and Beauty Lounge touching over 300 consumers and
influencers. Among celebrities secured by Egami included BET President, Debra
Lee and Bethany Hardison. Community partners included - Dress for Success/
Girls Inc and Year Up.
Our Case Studies
RUSH Communications
Egami’s business development, strategic partnerships, and sponsorship support of the RUSH brand has resulted in new products additions to Phat Farm/Baby
Phat brands and corporate sponsorship for the Hip Hop Summit Action Network. Egami also provided RUSH with operational policies and communication and
organizational strategies.
Results included:
Media Relations:
• Over 1.8 million new urban registered voters in the HSAN 2004 “Get Out The Vote” Campaign receiving over 200 million media impressions across 600 media
outlets in 51 markets
Community Organizations & Partnerships:
• Secured over $1 million in revenue and sponsorship in 2007-2008
• Development and coordination of Annual CEO Address event hosted by Russell and Kimora Lee Simmons, employee New Hire Programs, Internship Programs and End-of-Year Employee Holiday Incentive Events
Our Case Studies
Enterprise Rent-a-Car
• Enterprise Rent-a-Car is the largest rental car company
in North America, and has more than 6,900 offices. Enterprise is
currently number 16 on the Forbes “500 Largest Private Companies
in America” list.
Results Included:
Community Organizations & Partnerships:
• Egami worked with Enterprise Rent-a-Car community relation's team to form a strategic community
partnership, Hip Hop Summit Action Network, the largest non profit
coalition of hip hop artists and industry/entertainers dedicated to
taking back responsibility. The sponsorship resulted in Enterprise
participating in 2008 Get Ya Money Right Summit Tour sponsored by
Enterprise and Wal-Mart.
Interpublic Group/Girls Scouts/WEEN
• The Interpublic Group of Companies, Inc. is one of the big four global advertising
holding companies (the others being Omnicom, WPP and Publicis). It is headquartered
in New York City and is the parent company of Universal McCann media agency and
McCann-Erickson, one of the largest agency networks in the world.
• Girl Scouts of the USA is the world’s preeminent organization dedicated solely to girls
—all girls—where, in an accepting and nurturing environment, girls build character and
skills for success in the real world.
Results Included:
Community Organizations & Partnerships:
• Egami Consulting Group worked with Interpublic Group diversity team and Girls
Scouts of America to create a community partnership with Women in Entertainment
Network. The partnership resulted in WEEN/IPG/Girl Scouts of America to host the
premier Women Empowerment Summit in New York.
Engage the Egami Team
Company Contact Information For more information related to urban and multicultural capabilities, feel free to contact Teneshia Jackson Warner via email at [email protected] or
Mike Warner via email at [email protected]
For More information on Egami Consulting Group please visit our website at:
http://www.egamiconsulting.com
Beware by visiting our site you are at risk to DISCOVER YOUR BRAND I*M*A*G*E
Egami Consulting Group, Inc. 11 Penn Plaza Suite 500 New York, N Y 10018 / 212.946.2617