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marketing strategy resources
STRATEGIC PLANNING
WRITTEN CONTENT DEVELOPMENT
WRITTEN CONTENT DEVELOPMENT
I work with companies and their brands in conducting the appropriate and necessary research to better understand their category, their customers, their competition and their communication opportunities.
WRITTEN CONTENT DEVELOPMENT
WRITTEN CONTENT DEVELOPMENT
WRITTEN CONTENT DEVELOPMENT
Strategy and originality are paramount to any successful marketing message. My experience covers creating content for a variety of channels including websites, blogs, advertising, social media & business presentations.
MARKETING COMMUNICATIONS
WRITTEN CONTENT DEVELOPMENT
While Digital dominates the media industry, marketing communications offers a 360◦ "tradigital" perspective optimizing traditional and digital options of communication customized for each individual project.
MARKETING FOR ALL
The "new" United States of America is here and now is the time to finally "wake up" to our reality. We are not that separated anymore; we are a blend of multicultural and multiracial people in this country (and world).
THE U.S. LATINO OPPORTUNITY
THE U.S. LATINO OPPORTUNITY
While marketing is "for all" one specific demographic is dynamic and sought after by companies, marketing firms and the media. This strong, diverse, multigenerational and loyal segment has tremendous impact.
BUSINESS DEVELOPMENT
THE U.S. LATINO OPPORTUNITY
Business Development can be both organic growth and acquiring new business-or both. I have worked with companies and marketing firms in developing strategic plans and tactics to create connection, empathy & trust.
Consulting & Contracting Assignments
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Behavior Management Support for ADHD & Learning Disabilities
In collaboration with Greater Philadelphia area based Feel Good Research Publications (FGRP), developed an integrated marketing communications program including brand philosophy & credentials, prospect list generation and content for new business outreach and email marketing. FGRP is an educational support company focused on behavior management tools for children, teens, adults, families, educators and the medical community, who are dealing with and treating ADHD and learning disabilities. Results include partnerships with established and start up Pharma companies who are makers and marketers of ADHD medications.
Retail B2C and B2B Outreach Strategy
For classic American apparel brand Brooks Brothers, developed a deep dive strategy for increasing awareness, traffic and sales by creating and executing a Marketing Outreach Program. Leveraged primary consumer shopping behavior and insights and layered with secondary quantitative & qualitative research to deliver a strategic, customized, actionable and results driven plan. Results included YTD (Year to Date) and STD (Season to Date) increases in key categories.
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Automotive Situation Analysis for Multicultural Agency Assessment
In collaboration with Flock Associates LTD-The Marketing Transformation Company, and The Ford Motor Company, created a Multicultural Agency Partnership Situation Analysis for assessing current client/agency relationship, strategy & creative output, multicultural agency landscape and recommendations for conducting a review. Results included a thorough understanding of the client/agency relationships and establishing "ways of working" for a new era in the automotive category.
https://www.flock-associates.com/case-history/multicultural-agency-strategy/
Bi-lingual (Spanish/English) ADHD Awareness & Educational Program
For Shire Pharmaceuticals (nowTakeda), Patient and Customer Excellence Unit, launched Hablemos ADHD (Let’s Talk ADHD); a bilingual (Spanish/English) awareness and educational program aimed targeting U.S. Hispanic market and Puerto Rico. Accomplishments included consumer research & insights, website development and adaptations/translations. I addition, secured CMLR (Communication, Medical, Legal & Regulatory) approval of Spanish language materials.
Opportunity Assessment and New Business Presentation for NYC Entertainment Experience
For Tango y Vida, a unique experience told though music, history and dance, developed a brand selling tool aimed at venues interested in showcasing the experience as well as marketers seeking to tap into the U.S. Multicultural market through sponsorship and partnerships opportunities. Tango y Vida is an entertainment property created by composer, pianist and director Frank Valiente, that truly represents America’s diverse demographic and cross-cultural experience appealing to all audiences with particular relevancy to Latino, African-American, Asian and LGBTQ consumers.
Agency Collaborations
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Multicultural Business Development Presentation in the Financial Services Category
For small independent marketing & public relations firm, pitched a new business prospect in the retail bank category. The prospect was interested in building its business targeting Multicultural consumers and the work included research, strategic planning, media and speculative creative. Consumer insight a and creative executions were presented across Latino, Asian, African American and LGBTQ+ consumer markets.
Campaign Development and Launch for a New Alternative Prepaid Card
In collaboration with an independent NYC based Hispanic agency, collaborated on strategic planning and project management for the development and launch of RushCard Prepaid Visa, a new alternative prepaid card aimed at un-banked & under-banked Latino consumers. In partnership with the Client and internal agency creative, media and production teams, we delivered a "Tra-digital" approach including DRTV (Direct Response Television), website, grassroots, public relations and social media recommendations.
Sports Category Multicultural Insights
For an NBA team, collaborated with an independent Marketing & Public Relations solutions firm to deliver a prospect customer media profile by Latino, African American, Asian American and LGBTQ+ markets. Insights helped the client craft a strategic integrated communications program aimed at increasing ticket sales and filling seats.