Strategy is Everything

Once Homeless To Building A Soap Business Company

noreply@blogger.com (Strategy Is Everything) — Fri, 11 Nov 2011 15:28:00 +0000

Once-homeless man cleans up with soap business

By Steven Greenberg November 11, 2011

Dennis Anderson was once unemployed and homeless; then he started Anderson Soap company, which creates a range of bath treats, including the whipped watermelon soap above.

NEW YORK (CNNMoney) -- Dennis Anderson never thought that he would be unemployed and then homeless after college. But that's exactly what happened to him after he graduated in 2005 from Massasoit Community College in Massachusetts.

The only jobs he could find were meager-paying retail ones. And it didn't look like his employment options were going to get any better. So on a whim, he took his last savings, packed up his car and drove cross country to the West Coast.

He now has a home, a family, and dreams for an even better future. Anderson recently spoke about his change of fortune -- including how Pabst Blue Ribbon beer and different kinds of foods figure into his success -- with Steven Greenberg, CBS radio expert for jobs and host of the nationally syndicated radio program, "Your Next Job."

When he arrived, he had no job, home, family or friends. He did have ambition, which helped him launch and build Oregon-based Anderson Soap Company, which manufactures whipped soaps, and lip balms and other cosmetics.

Just a few years ago, you hit bottom -- you had no job, and you were homeless. How did you turn things around?

I was completely tapped out just five years ago. I didn't have a place to live or a job, so I filled up my car with my few belongings, emptied my bank account of the $300 I had to my name and used that for gas to drive across country to California. Things were very tough, but I tried to view my situation as an opportunity to do something new, not as a dead end.

Did you think you would remain homeless for long?

By the time I reached California, I had about $40 left. That was all I had. My car was an old, beat-up Dodge Neon, and being forced to sleep in that car was a great motivator.

I had no luck finding full-time work, but a temp agency placed me in a tool-and-die manufacturing shop. The pay was minimal, but at least that got me out of my car and into a small rented room.

8 cool and wacky vending machines

I would work for about 8 hours a day, come home and eat, then get on the Internet and send out my resume for hundreds of jobs. Needless to say, the interviews did not roll in. I started to think that this could take a really long time.

What sustained you during that time?

I just refused to give up. I had to find a way out. I knew it wasn't going to happen overnight, but you just get tired of your life not being what you imagined, and then a determination to change that settles in. I had to believe that good things could happen to me.

What was the turning point in your life?

The first step to my new life was when I met a terrific woman a few weeks after I arrived in California. I literally walked into her in a restaurant. She's now my fiancée. She was just starting her own business, selling jewelry online, on Etsy.com.

7 hot startup incubators

I starting helping her, and I noticed that handmade soap was also sold on the website. That was the "Aha" moment for me. Years before in college, I learned how to make soap in a chemistry class, and I occasionally would make some just for fun. I never thought of it as a potential business before I saw others selling it online.

Had you ever started any business of your own before?

No, this was my first business. I took my last remaining $20 and bought a few supplies to make a few soap bars, and I used my cheap camera to take bad photos of them. Amazingly, I sold the soaps right away, it was very exciting. Over the next few months all the money I made went back into the business.

The key was when I was able to invest in a much better camera. Quality photos led to a huge jump in sales. I couldn't believe it. I was suddenly staying up to 1 a.m., filling orders. I quit my temp job to keep up.

Mama help's LA's homelss start over

People love my soaps because they are handmade and are completely vegan. I never use animal fat, and our customers love that. And since they are all handmade, we can do some fun and different things.

One of our most popular is a soap made with Pabst beer. It started with a request from a customer. He didn't just want to drink it, he wanted to bathe with it too.

Believe it or not, it's a big seller now. We have many unusual soaps -- egg nog soap for the holidays, which is also very popular. Chocolate cheesecake lip balm is a unique item too.

Steven Greenberg is the CBS radio news host of 'Your Next Job' and founder of Jobs4.0 (www.jobs4point0.com), which helps jobseekers over 40 find jobs at U.S. companies.

Nielsen/McKinsey's NM Incite Research Reveals How Do Brands Get More Love On Social Networking Sites?

noreply@blogger.com (Strategy Is Everything) — Fri, 04 Nov 2011 14:59:00 +0000

Study: Deals Remain Top Social Marketing Drive by Gavin O'Malley

For brands, the real value of Facebook “likes” and Twitter followers remains uncertain. Their growing lust for such social admiration, however, does not.

So, how do brands get the most love on any given social network? With deals, deals, and more deals, according to new research from Nielsen/McKinsey's NM Incite.

Indeed, the top reason for following or liking a brand, company or celebrity on social networking sites is to receive discounts and special offers, according to a recent survey of global online consumers conducted by Nielsen.

"While some may argue that consumers’ interest in discounts has faded, Nielsen data shows the desire for deals is still strong worldwide,” concluded NM Incite.

In the U.S., NM Incite found that nearly 60% of social media users visit social networks to receive coupons or promotions, with 23% saying they do this on a weekly basis.

At 45%, North American consumers showed the strongest interest in using social media for deals, followed by consumers in Asia-Pacific regions -- 34% -- and Latin America -- 33%.

Globally, online consumers of all ages reported that receiving discounts and special offers was their top reason for liking or following brands.

Only respondents under the age of 20 and 55- to-59-year-olds -- i.e., not the biggest spenders for most brands -- were less likely to follow for this reason. Both demographics reported that they primarily engage with brands via social media based on friends’ recommendations.

Across a sample of ten major markets, including the United States, nearly 40% of active Web users visited coupons and rewards sites such as Groupon, Coupons.com and Living Social from home and work computers in September.

Compared to the same month last year, visits to these sites were up in each country except the U.K., while, in seven of the ten countries, daily deal site Groupon was the most-visited site in the category.

Meanwhile, when comparing visitors to social networks and blogs and those who visit sites that offer coupons or rewards, NM Incite found a strong overlap between the two categories. In September, 43% of visitors to social networks and blogs also visited a coupons or rewards site. In addition, 44% of Facebook’s audience and nearly two-thirds -- 63% -- of Twitter's audience visited these sites.

In fact, after email and search, Facebook was a key source of traffic to Groupon and Living Social during September. That means, according to NM Incite, that Groupon’s and Living Social’s visitors came directly from Facebook -- further demonstrating that social networking plays a key role in driving consumers to seek out discounts and special offers.

Valuing Social Media In A Competitive Marketplace by Melvin Young - Lewis

noreply@blogger.com (Strategy Is Everything) — Fri, 28 Oct 2011 00:49:00 +0000

Does Your Company Value Social Media?

Recognizing the value of social media in today’s global market is imperative for any corporation, non-profit, university, government agency and small business. When applied correctly social media is a very effective tool in driving brand awareness and engagement. So many non-profits are being offered an array of social media tools to support their donor efforts. However, whether it’s fundraising, engagement, purchase intent or brand awareness, there are things that all organizations and institutions need to consider and institute before launching any social media program.

Respect Social Media As A Valuable Medium

As an executive with experience in both corporations and non-profits, I realize and embrace the fact that most non-profits are just now starting to really grapple with the idea of how to strategically leverage and integrate social media as an integral part of an overarching strategy. This is not to say that corporations have totally embraced and understand how to leverage, maximize and integrate social media into strategic plans and marketing strategies. However, non-profits should devote the same amount of time and discipline to their advocacy and volunteer social media efforts as they are in their fundraising programs. Utilizing social media to initiate other forms of engagement such as advocacy allows non-profits to tapped into those who may not be able to give but want to lend their voice on behalf of a cause or devote time (volunteer) to a specific charity. Social media offers many benefits, but consumer engagement is one of its primary benefits. It is the only advertising medium that allows for a normal two-way conversation and the opportunity for a brand to use its personality to interact with customers. Having said that, brands must listen to customers’ concerns, interests, likes, dislikes and expectations and be willing to change and react to customer concerns. Social media has been become an invaluable medium.

Define Social Media Objectives

First, any organization and institution needs to define their social media objectives. This is most important because it will help to determine the metrics needed to monitor and measure your success. Likewise your objectives need to be clearly aligned to your audience’s online behaviors or else you run the risk of not connecting with your desired target audience. For example, we can probably assume that most non-profits objectives will involve some aspect of fundraising. However, it is equally important to leverage conversations and interest in charities or programs to drive others forms of engagement (i.e. advocacy or volunteering) via social media. Like brand loyalty, individuals interest in non-profits or charities evolve and their point of entry for participating in causes vary, so it is important to create compelling messages that resonate with and motivate individuals to want to participate (donate, advocate or volunteer) in community outreach programs or charities. As a marketer, you want to be able to move each individual along the life cycle of the brand; we should apply the same methodology to non-profits. An individual may not be able to donate money today but is willing to devote their time to a charity. Once non-profits, corporations and institutions understand this process and has clearly defined their audience, knows their audience social media behaviors (where your audience “hangs out” online) and what type of social media platforms are most effective in reaching their audiences, then they will be in a better position to execute effective go-to market strategies for their organizations.

Leveraging Content To Drive Social Media

One of the greatest challenges for non-profits, corporations and institutions lie in their ability to develop the “right” content strategy (original, aggregate, syndicated or multimedia) that helps to reinforce their mission, attract audiences and drive participatory engagement from audiences and constituents. A well thought out content strategy drives continuous engagement; create relevant conversations and ongoing dialogue with audiences. There are other strategic and financial benefits associated with using original or unique content such as establishing new partnerships and creating new revenue streams for businesses. Content is king and is one of the most valuable assets of any corporation. Whether we like it or not, conversations about our brands or companies are happening with or without our involvement. So why not actively engage in conversations where appropriate to help build social currency for your brand and organization. I constantly remind organizations and small businesses that traditional and social media branding involves the assessment and total integration of all disciplines, communications channels and platforms where appropriate to authentically deliver on your brand promise and to help strengthen your positioning in marketplace. However, before you can solidify your positioning, you must do your research - understand your brand and business. Many non-profits, like small businesses, are operating on limited budgets and resources so for any organization, applying the fundamentals is critical to ensuring an efficient use of time and resources to effectively generate the greatest ROI (return on investment) and ROC (return on conversation). As this medium continues to take center stage for most companies, organizations are likely to transform their business models from one of traditional branding to social brand curation - where collective experiences are built in to a brand's DNA to deliver compelling and credible brand stories.

For corporations, non-profits and educational institutions that have invested adequate resources, conducted research and who understand their audiences, they must leverage social media as a strategic initiative and not merely as a tactic. A poorly executed social media program and not using one of the most powerful mediums can almost be suicidal for a brand or company. Implementing an effective social media strategy requires planning, time, resources, commitment and flexibility.

Share your success!

What social media programs or tactics have you used to engaged your audience, consumers or communities? What has worked or was not as successful? Please comment and share your story below.

Follow Melvin on Twitter @Hollywood1906
Email: MyStrategyHouse@gmail.com

Leveraging Corporate Social Responsibility As A Strategy by Melvin Young - Lewis

noreply@blogger.com (Strategy Is Everything) — Tue, 18 Oct 2011 23:30:00 +0000

Corporate Social Responsibility, No Longer An After Thought

I was inspired to write this blog after reading a recent corporate social responsibility (CSR) study conduct by Cone Communications. Corporate social responsibility or sustainability as some would like to refer to it has interestingly become an important issue for most global corporations. Corporate and brand reputation is no longer just tied to market share or category leadership. Read more from Cone CSR study.

Corporate image and reputation is impacted by a company’s domestic and global presence and its relationship with an array of audiences. Most leading corporations are urgently trying to create and deliver sustainable businesses through connecting globally with communities and stakeholders. They understand that their image and reputation are both impacted by their relationship with key stakeholders including customers, employees, shareholders, advocacy groups and a growing list of watchdogs interested in knowing how their organization is operated and run. Not surprisingly, a company can be exposed or questioned in a matter of minutes if their operations, products and services appear to have negatively impacted communities and the environment.

Most of us are familiar with 2010 BP disaster, the worst oil spill in U.S. history. However, many may not be familiar with the BP Texas City refinery explosion in 2005 injuring and killing several in Texas City, Texas. Several family members of mine were involved this explosion. As a result of useless safety precautions and careless procedures and what many residents viewed as a disregard for their community, BP resulted to paying out millions of dollars to employees and families of those killed in the explosion. In my opinion, BP did not learn from this experience and continues to use corporate social responsibility only in crisis situations. The Texas City refinery explosion and U.S. oil spill are both examples of their need to have proactively promoted and implemented social and environmental CSR programs in Texas City and here in the U.S.. On the other hand, Chevron appears to have learned from BP’s mistake. I actually like Chevron’s Greenwashing CSR advertising campaign. Corporations have an obligation to tailor and align their corporate social responsibilities to the communities they served globally.

There are significant rewards for developing a socially responsible business. It’s not only good business, but can improve productivity, increase recruiting and staffing, strengthen competitive positioning, increase employee moral and help to restore or build a positive corporate image. It should be leverage as a strategic initiative.

Read about the BP Texas City refinery explosion,

http://www.cbsnews.com/stories/2006/10/26/60minutes/main2126509.shtml

Contat Melvin, mystrategyhouse@gmail.com
Follown on Twitter@Hollywood1906

Why Branding Is Important For Non-Profits by Melvin Young - Lewis

noreply@blogger.com (Strategy Is Everything) — Sat, 15 Oct 2011 22:05:00 +0000

Understanding The True Value of Branding For Corporations, Non Profits and Small Businesses

There has been lots of interest and conversation lately about nonprofit branding, and rightfully so. In an evolving media landscape and global market where information overload and clutter are the norm, organizations are not being heard or even worse, their intended messages are not being heard correctly. Still today some nonprofits view branding as something big corporations do rather than it being an integral part of their mission. This is the furthest thing from the truth, especially in a saturated and competitive environment where nonprofits and charities are competing for donations, awareness and ways to proactively engage their audiences, advocates, volunteers and partners. It is most imperative that nonprofits (large or small) understand what branding is and how to apply and integrate an effective brand strategy across their organizations, programs and into their content strategy.

Definition Of A Brand

Let’s start with offering a definition of a brand. “A brand communicates who you are, what you stand for, and the unique and meaningful benefits you deliver to your constituents.” The reality is that without a strong brand and consistent messaging it is harder to achieve anything else whether it is fundraising, telling your story, creating a signature event or cause-related marketing programs, lobbying before federal, state or local governments or mobilizing advocates and volunteers to serve as ambassadors for the brand. If there is one thing I have learned during my professional career in managing, launching and repositioning iconic brands in corporate America, nonprofits and with small businesses it is that if you have no brand strategy you are bound to create confusion for your business consumers (audiences) and your employees.

Misconceptions About Branding

The overwhelming misconception about branding is that it involves a logo and colors. WRONG. When organizations hand off a brand identity assignment without any real guidelines or creative brief, the result is invariably unprofessional and lacks continuity. Logos are key elements of a brand programs, but the development of a brand strategy goes far beyond a logo and design elements. Branding is all about creating expectations and delivering on that brand promise for your audiences. A rewarding brand strategy delivers on your brand promise in a clear and relevant way that is easily understood by your audiences.

Social Currency Drives Brand Equity

Nonprofits have so much to say about their “social good” and their impact on communities, neighborhoods or individuals that it is important to get it right! Taking cues from some corporations, nonprofits need to do better at identifying and leveraging emotional triggers that ignite favorable reactions and feelings about their brands. In today’s market, a brand’s equity is determined by its “social currency” – people’s reaction to and interaction with your brand. In a world of social media where perceptions of your brand or organization can be determined in a matter of seconds, how your brand shows up is more important than ever before. How do nonprofits identify their brand triggers? First, start with conducting research or interviews from all constituents to determine your brand essence. Examples of those who have done a great job at leveraging key brand attributes and effectively communicating their brands’ value or social good to their constituents are DOVE, The Susan G. Komen Breast Cancer Foundation, St. Jude Children Research Hospital and MADD (Mothers Against Drunk Driving). Although, no brand or organization is perfect, each of these organizations has invested the time and resources needed to create credible brands with unique positioning strategies that deliver on their mission.

Authenticity Leads To Differentiation

Every organization’s success — revenue generated, increase in advocates and volunteers, program creation and expansion, and legislation passed on its behalf — is directly related to its ability to develop a authentic brand strategy that (1) differentiates the brand and organization, (2) expands reach beyond core base and (3) helps build and establish relationships with key audiences, influencers and constituents interested in its causes and programs.

A brand is only as good as its IDEA. Although, the idea must be promoted, most importantly it should be compelling, simple and relevant to your target audiences. If a consumer has to think hard about “your message” then you have already started to create some resistance to your brand and receptivity to your messaging.

10 Must-Haves For An Effective Brand Strategy

1. Conduct market research. It’s essential.

2. Understand who you are and what you stand for.

3. Define your purpose – you can’t be all things to all people.

4. Understand and leverage core competencies within competitive framework.

5. Identify key brand attributes.

6. Understand the value and equity of your design elements.

7. Incorporate your essence into all communications. Reinforce what you stand for.

8. Develop clear and concise messaging.

9. Create marketing plan that incorporates all disciplines and leverages technology and new media.

10. Always remain consistent.

So often nonprofits complain about a lack of receptivity to their message, a decline in donors or fundraising, and lack of advocacy and volunteer support. These issues more than often can be linked to two things, (1) a lack of clarity with regard to what the organization does (purpose) and (2) inconsistency in its messaging and image. For any nonprofit, corporation or small business, a cohesive brand strategy communicates a clear and concise message, authentically engages and interacts with audiences, and links together programs and services that deliver on brand promise. A successful brand strategy develops a clear identity and creates brand loyalty.

In summary, nonprofits (and companies) need to tell their stories. It is one of the most effective ways to establish a deeper meaning to your mission and emotionally connect audiences to what you do. Implementing a brand strategy offers your organization the opportunity to deepen its relationship with its audiences, establish credibility and authentically position itself among the competition.

If your organization is looking for expertise in developing a brand strategy or re-branding strategy, please contact Virtue Communications:

Email: mystrategyhouse@gmail.com.
Twitter @Hollywood1906.

JET Brand Strategy and Re-Launch - JET Magazine, MYJET247.com, JET Branded Content; Melvin Young-Lewis, Chief Marketing Officer, Johnson Publishing Company, Inc., EBONY and JET Corporate Branding and Strategy

noreply@blogger.com (Strategy Is Everything) — Thu, 29 Sep 2011 00:18:00 +0000

JET Unveils New MyJET247.com, Magazine, Content and Logo

JET has introduced MYJET247.com, a new multimedia website dedicated to providing a unique point of view on the latest Black take in news and entertainment. As part of JET’s new and evolving brand strategy, MYJET247.com will offer consumers a unique experience through an array of stories, video, and branded channels that will entertain, engage and connect the audience to what’s happening now. The new site fulfills a long awaited void in the Black community and will be of tremendous value to both consumers and advertisers.

“Earlier this year, we reintroduced the iconic JET Magazine through a new redesign and layout and are now extending our brand with MYJET247, a new digital platform fulfilling a consumer need for ‘snackable’ and credible content from a trusted source,” said Linda Johnson Rice, chairman and CEO of Johnson Publishing Company, parent company of JET. “This is another defining point in JPC history as we continue to expand our content offerings.”

MYJET247.com will include original and aggregated content. The site will keep consumers in-the-know through JET exclusives, news stories, current events and blogs on a range of topics including entertainment, life, money and sports. Look to MYJET247.com as the go to source for examining today’s most relevant information — often missing in mainstream media.

Visitors can look forward to innovative signature content through the JET INSIDER, JET BUZZ, JET MUSIC, JET STYLE, JET VIDEO and JET PERSPECTIVES sections, where they can use interactive tools, participate in polls and comment on articles. Users can also actively participate in reader favorites such as JET BEAUTY and JET LOVE (formerly LOVE & HAPPINESS). Contributors to MYJET247.com include national radio host Warren Ballentine, celebrity bloggers Monica Barnett, Kelley Carter, Celena Gill and entertainment reporter Miki Turner.

“Our new strategy clearly underscores how we continue to differentiate JET within the marketplace as a premiere destination for connecting Black consumers to information that matters most to them,” said Anne Sempowski Ward, president and COO. “We have repositioned JET as a brand and not merely a print vehicle to create a platform that allows consumers and advertisers to connect, interact and create compelling content.”

One example of this new strategy is the JET BEAUTY channel, featuring Expressions of Beauty, where Black women of all ages are invited to sign up and participate in an environment, called the Beauty Wall, where they can upload their photos and express how they define Black beauty. This channel will also feature signature JET Beauties; an array of gorgeous Black women; the Beauty Columnist; up-to-the minute beauty advice from experts; and the current trends in What’s New in Beauty; where sponsors and advertisers can share their latest products, services and beauty tips, and insights from JET Beauty Bloggers. The new website has already started to attract the attention of major advertisers. Starbucks has signed on as an inaugural sponsor ofMYJET247.com.

“MYJET247 is a completely new value proposition with a distinctive brand identity for JET,” said Melvin P. Young-Lewis, acting chief marketing officer. “It is our quest to expand our brand presence and become more relevant to the Black community, specifically, Digital INFOSEEKERS, ages 21-34, as we continue to rollout MYJET247 digital products.”

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If you need expertise in strategic planning, branding, re-branding, brand identityor re-positioning your brand or organization, please feel free to contact Melvin Young - Lewis.

Email: MyStrategyHouse@gmail.com
Contact Melvin on Twitter @Hollywood1906

The EBONY EDUCATION ROUNDTABLE: Public Schools, Private Innovations - Addresses Education In the U.S.; Melvin Young-Lewis, Chief Marketing Officer, Corporate Branding and Strategy at Johnson Publishing Company, Inc., EBONY and JET Brands

noreply@blogger.com (Strategy Is Everything) — Thu, 29 Sep 2011 00:17:00 +0000

EBONY Magazine, University of Chicago Urban Education Institute and MSNBC partner to take on education in a EBONY EDUCATION ROUNDTABLE: Public Schools, Private Innovations

Leading experts on education, including representatives of the University of Chicago Urban Education Institute, joined other national leaders in discussing the challenges of urban education on August 11 during the Ebony Education Roundtable. The partnership culminated in a two-hour education special, "Making The Grade" which aired on msnbc on August 15, 2010. The Ebony Education Roundtable was part of integrated marketing platform that featured President Obama in a Education Special edition of Ebony Magazine.

More than 400 people sat in Assembly Hall on the campus of the University of Chicago to listen, frequently applauding the panelists as they discussed improving education.

Cosponsored by Ebony Magazine and the University, the roundtable came as the nation discusses ways of improving education for children from pre-kindergarten through 12th grade, such as “Race to the Top,” the federal initiative intended to boost college readiness.

In his introduction, President Robert J. Zimmer underscored the University’s commitment to school improvement, praising the students of the University of Chicago Charter School for their success. “The education of our youth is one of the most important things we do as a society,” said Zimmer.

The panelists presented statistics that identify the challenges facing students of urban public schools and how UEI is working to address them. Elaine Allensworth, Director of Research for the Consortium on Chicago School Research, pointed out that only 6 percent of students in Chicago actually attain a four-year degree, while 85 percent cite the aspiration to do so. Allensworth said that the work of UEI through its charter school campuses, research, and teacher training programs can provide a model for improvement for urban schools across the country.

Julianne Malveaux, President of Bennett College, cited time in class is an issue. She added that Chicago Public Schools students have 25 percent less class time than their counterparts in other cities, like Austin.

“Teachers need more time with them, time to find a solution,” agreed Russlynn Ali, Assistant Secretary for the Office of Civil Rights in the U.S. Department of Education.

Student interest also is a factor the experts noted. “Somehow, schools have turned young people off of learning,” said Shayne Evans, Director of the University of Chicago Charter School, Woodlawn secondary campus.

The establishment of charter schools has been controversial; many believe that charter schools exacerbate existing problems in the educational system. Mary Richardson-Lowry, President of the Chicago Board of Education, said, however, “Charter schools are part of the solution.” Richardson-Lowry also noted other solutions such as technology in the classroom, improving parent-teacher relations, and better teachers.

“If we encourage technology, we speak the language of our children,” said Evans. “Maybe then they will speak back to us.”

Ali said a major component of ‘Race to the Top’ is pinpointing what makes a good teacher and bringing more of them into the system. The panelists agreed that one thing all good teachers know is how to formulate constructive relationships with parents. “Schools that work best are where teachers and parents are partners,” said Allensworth.

Tim King, President and CEO of the Urban Prep Academies, said including parents creates “a positive school culture.”

Evans said the Woodlawn charter school campus works hard to facilitate those partnerships. “What our schools need is to invite people in,” he said. “We should be calling to celebrate, not just to complain.”

A positive culture develops when adults – teachers, school leaders and parents – remember to “remind our young people that they are fantastic,” said Evans. When educators set high expectations for young people, they rise to those expectations, he added.

The roundtable discussion was moderated by MSNBC anchor Tamron Hall. The panel included the following participants:

Russlynn Ali, Assistant Secretary for the Office of Civil Rights, U.S. Department of Education
Shayne Evans, Director, University of Chicago Charter School’s Woodlawn Secondary Campus
Elaine Allensworth, Research Director of the Consortium on Chicago School Research
Tim King, President and CEO of the Urban Prep Charter Academy for Young Men
Julianne Malveaux, President of Bennett College
Mary Richardson-Lowry, President of the Chicago Board of Education

Melvin Young - Lewis: This is one my most proudest moments. I am extremely passionate about education and the dissemination of information to the underserved, at-risk youth/children and those in urban markets. I really enjoyed leading and managing this entire process (strategy, creative executions and production) associated with the EBONY EDUCATION ROUNDTABLE.

Most important, the residents of Chicago, influencers, state and local government officials, NGOs, non-profits, educators and members from surrounding communities overwhelming supported the EBONY EDUCATION ROUNDTABLE. Once we started to promote the event, we literally had exceeded capacity within 48 hours. Johnson Publishing Company in partnership with the University of Chicago Urban Education Institute and MSNBC delivered a great event. Great partnerships if managed and nurtured correctly can lead to something very valuable for all parties involved while creating something special for the communities they serve.

If you are interested in contacing Melvin about strategy and or to how effectively leverage content into signature branded event and integrated marketing program, please:

Contact Melvin on Twitter@Hollywood1906
Email: MyStrategyHouse@gmail.com

Trey Songz Interview with MyJet247.com at the 2010 Taste of Chicago

noreply@blogger.com (Strategy Is Everything) — Thu, 29 Sep 2011 00:06:00 +0000

Why I Think Microsoft's Bing Needs A New Positioning Strategy and Advertising Campaign by Melvin Young - Lewis

noreply@blogger.com (Strategy Is Everything) — Sat, 24 Sep 2011 02:45:00 +0000

Microsoft has been in the news recently about Bing, it's search engine product. After reading several articles and in particular one article titled Bing May Ax It's "Decision Engine" Positioning in Ad Age Digital, I couldn't help but to think about my perspective that strategy is everything. After almost two years since the launch of Microsoft's much talked about search engine, Bing, the company has finally decided to reassess and elevate the brand and their positioning. The company appears to be satisfied with its current marketing approach even though Bing is a clear distance behind the #1search engine giant Google at 65.1%. Yahoo is second with Bing following at 14.4% share of the market according to ComScore. Intuitively I get the "Bing and Decision" advertising concept but the average internet user probably do not and will not exert the energy to try to figure it out. If you are re-evaluating your brand positioning then that clearly signals to me that there is a need for new creative, advertising and brand messaging to help articulate your value proposition and support your brand positioning.

So I say to Microsoft do not eliminate exploring a new advertising campaign that may not only resonate with the average consumer but will help to solidify Bing's competitive positioning in the marketplace. This new campaign should creatively and effectively communicate to your target audiences who you (Bing) are while emotionally triggering something within the consumer to initiate participatory engagement and interaction with your brand. It needs to create a perception that Bing will deliver something "new" and "exciting" beyond their wildest dreams! It should at minimum stimulate interest and drive product consideration. As a friend said, "the whole notion of how to make life simpler for people got lost with Bing".

If there are three things that Microsoft and it's partner, Yahoo, should note about Google they are:

(1) Google brand is enormous
(2) Google has mastered the art of maintaining a set of core global brand attributes
(3) Google brand has delivered product experiences beyond expectations while continuing to launch new products and refine how we all access and gather information.

Most would probably agree that Google has kept it swagger amidst alot of noise, in essence it has remained Fresh, Simple, Consistent and Powerful. It has garnered our respect and continues to keep us interested and engaged with new tools and with the launch of a new social network, Google +.

For any brand, whether a start up or fortune 100, Strategy Is Everything: You must develop a distinctive and "ownable" positioning strategy for your brand or a unique re-positioning strategy to help reinvigorate and grow mature brands. For example, like Bing, Oprah Winfrey has enormous social currency and the financial capital but has somewhat missed the mark in launching OWN, The Oprah Winfrey Network. As a result, the network has been force to re-evaluate their positioning and programming strategy in order to remain competitive, garner receptivity to its programming and establish market leadership in a already competitive industry. Although her personal brand is both global and influential, the cable audience is somewhat different from daytime therefore requiring a different positioning, programming and creative approach to attract, sustain and grow viewership. Also, let's not discount the competition in cable, it is fierce and every network wants a piece of it.

Microsoft is a global brand and I am confident they will figure this one out like so many others. However, strategy drives creative, creative does not drive strategy.

I am interested in hearing your thoughts on what other brands or corporations might be going through the same thing right now.

To view the Microsoft article please cut and paste link into url: http://www.linkedin.com/share viewLink=&sid=s602555203&url=http%3A%2F%2Ft%2Eco%2FgxRvXpke&urlhash=Uu3_&uid=5523135264026787840&trk=NUS_UNIU_SHARE-lnk

You can follow Melvin on Twitter @Hollywood1906

Email: MyStrategyHouse@gmail.com

Wal-Mart CEO Talks Economy

noreply@blogger.com (Strategy Is Everything) — Tue, 20 Sep 2011 14:32:00 +0000

The largest employer in the U.S. says short-term economic fixes could work, but sustained job creation won't happen without tax reform and new trade agreements. One week after President Obama and Congress launched new jobs plans, Wal-Mart CEO Mike Duke says there are structural issues holding back American companies. I caught up with the man running the largest retailer in the world to find out what to expect for the rest of the year and how to get businesses hiring again. My conversation below has been edited for clarity and length. read more here at : http://www.usatoday.com/money/companies/management/bartiromo/story/2011-09-16/walmart-ceo-mike-duke/50457744/1

I agree with several aspects, listening is a key indicator of consumer confidence. Engaging the American people is something the US Congress and White House will have to do to restore consumer confidence along with evaluating and assessing the various tax loop holes for corporations and provide incentives for American companies to hire and bring employees back into the workforce. And, lets not forget about the small businesses, they need help and can play an integral part in helping to kick start and restore the US economy.

What are your thoughts?

Follow Melvin on Twitter @Hollywood1906
Email: MyStrategyHouse@gmail.com

Do Your Research: Understand Your Brand and Business by Melvin Young - Lewis

noreply@blogger.com (Strategy Is Everything) — Fri, 16 Sep 2011 19:27:00 +0000

I am still amazed at how many companies,organizations, small business and non profits do not have or lack individuals with the right skill set to develop comprehensive business and or strategic plans to help further grow and expand their business and brands domestically and globally. I continue to witness a lack of strategic planning and understanding of HOW TO and WHY STRATEGY is a necessity , not an option. It is the #1 most important thing in helping a company and brand articulate it's strategic objectives and business goals. It is time out for piece milling and inserting someone who lacks the skill set and ability to define (1) key business planning elements and (2) understand how to evaluate and assess key business drivers - both strategic and financial - across all disciplines to ensure that the company is maximizing it's spend and allocating the right mix of dollars against the most effective programs, market segments and growth opportunities. Today's corporate and marketing executives cannot nor should they be allowed to operate in isolation. We have to be quick, sharp and able to leverage a range of experiences and learnings to remain competitive and innovative in our approach to not only solving problems, but in building brands and companies.

The increased use of digital, social media and technology has surpassed the intellectual capabilities of most marketers. Therefore, as a result most brands and companies are not maximizing nor understand how to effectively utilize the application and integration of these channels, communication platforms and resources to support strategic initiatives. There is not a template for developing the best strategy, however, there are some key fundamentals that we must first understand and apply when developing a plan.

Things You Must Do, Know and Understand:

1. Conduct a SWOT and Competitive Analysis.

SWOT Analysis to better understand the internal and external challenges and opportunities of your business (brand) - Strengths, Weakness, Opportunities and Threats.

Competitive Analysis will help you (1) understand how your brand or company may be perceived relatively to the competition, (2) provide insights on how to best differentiate your brand, product or company from the competition while (3) helping to establish or enhance your positioning in the industry and marketplace.

2. Define and understand your target audience - psychographics, not just demographics! Here is where you want to clearly understand their attitudes and behaviors about your brand, how they approach the category and purchasing behaviors; and, media habits and barriers.

3. Media landscape: Understand how your target audience uses and engages with new media, social media and traditional media to develop the most relevant and engaging advertising, media, marketing, communications and promotional plans. I am sure based on my experience you will uncover, re-affirm and gather some new insights about your audience and key trends in your industry. For example, understanding consumer touch points involved with social media is critical, however many pretend to know or think they know what's involved, but in reality they do not and most brands and companies end up getting the short end of the stick - - objectives are not defined or aligned to address business needs, therefore goals are not accomplished.

4. What's your REAL Market Potential? Conduct an analysis to determine your brand or company's real growth potential. This is most valuable in helping you to develop a projected forecast and in taking a deeper dive into how to maximize your market segments.

5. Develop realistic objectives and business goals based on audience needs and desires, market potential and opportunities.

This is just a start to help you think about strategy versus tactics. Once you are able to define your target audience, understand your audience needs and define real market potential and opportunities then you are now in a much better place to start developing an overarching strategy whether it is for a non-profit or for-profit. This approach has been used in all of my experiences whether CPG, media, entertainment, digital, sports, travel, hospitality, automotive, fashion & beauty and with non profits to name a few.

Having a clear understanding of your Company, Brand and Target Audience is the first step to engaging all the right key stakeholders and partners. You may also be required to invest in some primary research or conduct secondary research to help you better understand your brand and the competition, perceptions about your brand, key consumer and industry trends and to help you further define the profile of your desired target audience. Once you are able to clearly define who you are and your target audience, you can start to apply these findings and insights to developing a business plan, integrated marketing and communications plan, digital or social media strategy, brand strategy and or community outreach initiatives.

In essence, protect your core base while gaining your fair share of the project market growth.

Now Get To work! And Make The Most of Your Assets!

We want to hear your thoughts and your ideas, so please join in the conversation and let me know what you think.

Follow Melvin on twitter @Hollywood1906
Email: MyStrategyHouse@gmail.com