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Case Studies
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| Target Marketing | Higher Education | Recruitment | Tourism and City Branding | Event Management | Health Behavior |
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Overview
Our nationally recognized campaigns for Alltel Wireless during 2003-08 have successfully helped this client access the substantial opportunities available among African American. Hispanic and Youth market segments. Since 2001, Advantage Communications has served as a strategic partner to Alltel management in developing, from the ground up, a complete multicultural marketing effort. Our multicultural marketing programs since 2003 have primarily consisted of three elements:
(1) making the Alltel corporate brand credible and relevant to the African American consumers
(2) building sales opportunities among African American, Hispanic and Youth consumers
(3) establishing, managing and evaluating targeted multicultural programs and sponsorships.
Challenges and Approach
NAACP Rating. Our client had recently received an “F” rating from the NAACP in its annual consumer Choice Guide (commonly known as the “Business Report Card”). Our team examined the criteria used by the NAACP, evaluated the current and projected actions of competitors in the African American segment, and made detailed recommendations to management.
Growing Sales. Our team developed a test-market plan for the Cleveland, Ohio market. Cleveland was underperforming, relative to its African American population, in terms of both the number of independent dealers and consumer sales. The plan would ultimately involve a targeted media schedule, community outreach initiatives, channel management and in-store communications.
Targeted Programs. The two primary programs we developed were: a Back to School promotion that leveraged hip-hop music and culture (featuring the popular recording artist Wesley Weston, known as Lil’ Flip); and a Black History Month promotion for which we secured one of the most revered African American icons in the U.S. (Dr. Maya Angelou).
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Results
(1) In a dramatic turnaround, Alltel received the highest NAACP rating in the entire telecommunications industry in 2007! (Source: 2007 NAACP Consumer Choice Guide, “Report on the General Telecommunications Industry”)
(2) The results of the Cleveland test market set a new standard for
channel development and sales inside Alltel. The test period yielded a 53% increase in overall sales, a 28% increase in indirect channel (non-company-owned) store sales, and an 83% increase in sales within minority-defined markets! Our learnings were substantial as well; we subsequently cascaded our insights throughout the management of Alltel’s entire indirect-channel effort.
(3) The multicultural programs that Advantage Communications initiated and helped manage for Alltel have been very successful—to the point of winning national acclaim for our client. The back-to-school program featuring Lil’ Flip was a success in the indirect sales channel, generating both double-digit sales gains and a handsome Return On Investment (ROI). The “Words of Wisdom” essay program featuring Dr. Maya Angelou has been a true landmark success. According to BlackHistory.com, the “Words of Wisdom” essay program was the second-highest-rated program for Black History Month 2008 among all American corporations (second only to Wal-Mart).
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Sample press coverage of the Alltel Words of Wisdom awards luncheon; Advantage Communications CEO Michael Steele is pictured at right, escorting Dr. Angelou.
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Case Study in Higher Education Marketing
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Overview
In 2006, after a disappointing year in student recruitment (an overall 0.7% increase in enrollment), the University of Arkansas engaged Advantage Communications for a three-year initiative to attract qualified African American and Hispanic students to the state’s flagship university. The success of our initiative would be a vital component toward achieving the University’s strategic growth plans.
Challenges and Approach
Reversing the “not for me” perception. The University of Arkansas is an aspirational school for prospective college students across the state and region – but unfortunately one that was also viewed as not welcoming to minority students. Our team understood the need for an aggressive and culturally relevant campaign that extended an invitation for the best minority students to come to Fayetteville.
Aligning media and hands-on outreach. We used our specialized media knowledge to plan a highly efficient, targeted TV and radio advertising campaign. Our team added a key component to the first year of the campaign – a set of empowering ACT Workshops that attracted hundreds of minority students.
Working with the admissions team. Advantage Communications became a powerful resource to the recruitment team – right down to helping create databases of leads and making phone calls.
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Results
Record-setting overall recruitment results, led by sharp growth in minority-student enrollment. Just one year into the campaign, the bottom-line results for our client exceeded expectations: the African American freshman class size jumped by 29.6% and Hispanic student enrollment rose by an impressive 17.9%. The results from our second year of the campaign were again strong; minority students again contributed disproportionately (32%) to the University’s year-to-year enrollment growth.
Nationally recognized creative excellence. The campaign received national recognition, with a Silver Communicator Award from the International Academy of the Visual Arts in their annual Communicator Awards competition. Advantage Communications received a campaign award encompassing two television ads and one radio ad.
Value-added university marketing support. As a full marketing and public relations partner to the University, Advantage Communications also initiated and arranged several media appearances and mentions for the UA’s leadership.
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Case Study in Recruitment
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Overview
After being contacted in 2004 by a regional office of the Federal Bureau of Investigation (FBI) to jump-start a stagnant recruiting effort, we attacked the problem with a marketer's eye.
The result was a radical change in how the FBI recruited female and minority Special Agents - and a huge success that was cascaded into national recruitment and advertising programs!
Challenges and Approach
The traditional ways weren't working. The Little Rock regional field office of the FBI had been following a traditional approach to recruiting qualified female and minority candidates for Special Agent positions - primarily general-market newspaper advertising and job fairs. These standard approaches were producing meager results (an average of only 8 qualified applicants) at a time when the FBI needed to be far more effective.
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Our approach: Go where the target audience is. Our research indicated that the FBI's message was not reaching its target; we developed a media plan to change that.
Our message: Make it "For Me." Our research also clearly indicated that the FBI's messages were missing the mark on two fronts: (1) the target had little conception (or great misperceptions) of what FBI Special Agents did in their jobs; and (2) the overall impression was that, for several reasons, an FBI career was "not for me." We used our cultural knowledge to change the conversation and perceptions of the FBI.
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Objective and Results
Objective: Find more minority Special Agents, and quickly. Advantage Communications was engaged for a one-month campaign that would test our new approach. The objective was to increase the number of qualified ethnic minorities and women, age 23-36, to apply to the FBI as candidates for the Special Agent program.
Strategy: Use relevant messages through targeted TV and radio placement. Our creative and media teams produced engaging TV and radio ads and strategically placed them for maximum impact and const-effectiveness.
Results: "Amazing." In contrast to the single digit results achieved previously through traditional methods, our campaign produced 256 qualified applicants within the targeted categories...a result that one administrator called "amazing."
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Case Study in Tourism and City Brand-Building
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Overview
In 2007, after a very competitive review process, the Oklahoma City Convention & Visitors Bureau hired Advantage Communications to bring new brand value to an annual music event honoring the late Charlie Christian. Working with the event’s managers (the Black Liberated Arts Council of Oklahoma City), Advantage Communications brought its expertise in planning, sponsor procurement, advertising and publicity.
Despite his death in 1942 at the age of 25, Charlie Christian is one of the icons of the electric guitar. A member of the Rock & Roll Hall of Fame and numerous jazz halls of fame, he grew up in Oklahoma City and is a key part of the state’s musical heritage. However, Christian was not well-known even among Oklahoma City residents, and the annual music festival had over the years been marked by spotty attendance and little local corporate support.
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Challenges and Approach
Redefine the Charlie Christian brand for today’s music fan. Charlie Christian was known mostly as a jazz guitarist, although his influence was wide. We repositioned the annual festival around music and guitar rather than only jazz, so as to broaden its appeal.
Get the attention of regional and national media. Our team researched and reached out to influential media professionals, particularly in centers such as New York.
Use the new Charlie Christian brand to build awareness and interest in Oklahoma City. Our strategy has been to use this new brand and event as a means of highlighting the benefits of Oklahoma City. |
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Results
Leveraging a major-market event. We seized upon the opportunity to promote the Charlie Christian and Oklahoma City brands in New York City. In May 2008, a celebratory concert was held at Jazz At Lincoln Center in honor of Charlie Christian’s induction into their Jazz Hall of Fame. Advantage Communications was on the ground with the Oklahoma City Convention & Visitors Bureau, helping to ultimately generate coverage in the likes of Guitar Player, the New Jersey Star-Ledger and The Oklahoman.
Drawing new sponsors and local support. With the help of Advantage Communications’ aggressive sponsor-recruitment campaign, the Charlie Christian International Music Festival engaged several first-time corporate and media supporters.
 
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Case Studies in Event Management and PR
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Overview
Advantage Communications has developed a strong track record in planning, managing and promoting value-added events.
Our work has encompassed national, regional and local events – all designed to produce attendance, economic value and publicity. Our team includes experts in public relations, project management, media training and creative; we even have nationally recognized speakers available. |
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Sample Clients and Results
A Central Role in History. Our work leading event management and publicity for the 50th anniversary of Little Rock Central High School’s integration was quite a success—gaining not only national attention, but favorable coverage that highlighted Little Rock’s racial progress and encouraged travel to the City.
“The Best in 31 Years.” In 2007 we led event management and public relations for the National Black Caucus of State Legislators’ 31st annual Legislative Conference. The event drew record attendance and media impressions.
Millions in Local Impact. Advantage Communications, Inc. led event marketing for the 2006 Omega Psi Phi Conclave, which generated an economic boost to the City of Little Rock of approximately $12 million and cash/in-kind donations to Omega Psi Phi of over $500,000. |
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Case Studies in Affecting Health Behavior
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Overview and Challenges
Advantage Communications has a unique expertise in using highly targeted, culturally relevant communications in order to affect actual consumer behavior. Nowhere has this expertise been more valuable, for both sponsoring organizations and the population at large, than in the area of negative health behaviors.
Two recent examples include the Arkansas Department of Health’s “Stamp Out Smoking” initiative (in which we focused on minority smokers) and our work for Arkansas Diagnostic Center (where we have targeted a broad set of audiences to generate more colorectal screenings).
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Our Approach
Speak in the language of the target consumer. We research and monitor the language, myths, taboos, roadblocks and relevant benefits surrounding health choices and behaviors. That enables our team to craft messages which are less “preachy” yet more effective.
Use the media, venues and influencers that matter most. Advantage Communications takes the message to consumers as directly as possible. We have been particularly effective in using influential community members, music and promotion as well as working through churches, barber shops, beauty salons and other grassroots channels.
Focus on measurable behaviors. Most consumers are well aware of the best choices to make for their health, and might even intend to make those choices. Our job is to translate awareness and good intentions into action.
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Results
Measurable changes in targeted consumers’ health behaviors. The Stamp Out Smoking campaign resulted in significant increases in calls to the QuitLine and ultimately to a lower incidence of smoking in Arkansas. As was reported in Arkansas Business, “…with the help of Advantage Communications…SOS has received positive marks from a recent Gallup report…the benchmarks point to a future of fewer Arkansans lighting up.”
Arkansas Diagnostic Centers reported a significant increase in colorectal screenings (surpassing the campaign goal) and subsequently expanded the campaign to more consumer segments.
National acclaim for creativity and effectiveness. Our work in the Stamp Out Smoking initiative received in 2007 the National Public Health Information Coalition’s Awards for Excellence in Public Health Communications.
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