Client: Burger King – Supplier Diversity Program
Contract Amount: $173,000

The Difference
Our success with a wide variety of clientele centers on the fact that we recognize each company has its own identity and specific needs. We understand there are set budgets, therefore, we strive to stretch the impact of client dollars through strategic advertisement placement. We assisted Burger King with their ongoing “Real People, Real Success” Supplier Diversity Program campaign.

A Brief Overview - Strategy & Tactics
With initial input from the client, we defined the situation, target market, media recommendations and budget. We worked hand-in-hand with the project manager, public relations firm and creative agency to make sure the media strategy coincided with launch dates and campaign goals.
The ultimate objective was to highlight Burger King’s Supplier Diversity Program’s success stories, as well as encourage relationships with new suppliers.

Local, National and International Focus
For the selection of recommended media, we focused on diversity publications, coupled with the most widely circulated publications for African Americans, Hispanics, Asian Americans, and Women. Publications researched had local (South Florida/Florida), national, and international distribution. Other publications were also considered yet excluded due to high costs, not being audited, insufficient information or inadequate
circulation.

The yearlong media campaign consisted of full page, 4-color ads in magazines such as Diversity Business Magazine, Professional Woman’s Magazine, Black Enterprise, Hispanic Enterprise, Asian Business News, and the US Pan Asian American Chamber of Commerce
National Directory.

We negotiated off of rate card with each vendor and arranged for added value when available (for example, free ads with a frequency buy, BK’s logo on vendor websites with hyperlink, editorial in Supplier Diversity issues/features, booth space at conferences and events, such as the 2008 NBA Players Association Summer meeting).

In addition to a print campaign, we also informed the client of relevant dinners, conferences, symposiums, etc. wherein BK could become a sponsor and/or receive coverage in programs distributed at events. Our media team assisted with BK having a presence in over 20 organization events. Some examples include:

• CAUSE (Center for Asian Americans United for Self Empowerment) 17th annual conference in Los Angeles, CA
• 100 Black Men of America’s 22nd annual conference in Orlando, FL
• LULAC (League of United Latin American Citizens) 79th annual national
  convention in Washington, DC
• USHCC (United States Hispanic Chamber of Commerce) Business Expo in San Juan, Puerto Rico
• Rainbow PUSH Coalition’s Citizenship and Education Convention in Chicago, IL

Results
The approaches and tactics discussed herein met Burger King’s objective of supporting their diversity efforts by highlighting some of their success stories (franchisees and suppliers) in compatible media and venues.

Client: The City of Doral
Start Date: November 2007
Completion Date: On-going

The Difference
Our success with non-profit organizations and municipal governments centers on the fact that we focus on the specific mission and needs of each organization. As each one is unique, so is our public relations approach. In the case of The City of Doral, a newly incorporated city with very limited visibility, the mission and goal were to achieve recognition on a regional and national scale regarding the great initiatives and programs the city offers its residents and businesses. By achieving positive news coverage, the city would become a mecca for business development and expansion; the existing residents would view their city as the “best place to live, work, learn and play” thus becoming more involved in the community and contributing to improving their own quality of life; current businesses would thrive and more large corporations would view Doral as a great place to relocate their business.

A Brief Overview – Strategy & Tactics
With initial input from Mayor Bermudez, his Assistant Suzy Castillo and the City’s Communications Manager, Christina Baguer, we created a public relations bilingual strategy addressing the different areas that needed to be highlighted and promoted to the print and broadcast
media as well as fine-tuning a media list that was key to the Doral local, regional and national media outreach. Several press releases were drafted in English and Spanish and disseminated to local, regional and national media outlets regarding the following key areas:

• City of Doral Parks and Recreation Programs and
  Community Outreach
• Doral’s Get Fit! Health Program
• City of Doral’s Beautification Programs
• Doral’s Cultural Programs and Initiatives
• Doral’s Job Fairs
• City of Doral’s involvement and strategic
  partnerships with the business sector and the
  chambers of commerce
• Doral’s New Initiatives (Police Department, Ending
  Mitigation Payments to County, Creating a New
  Economic Development Director Position, Hiring of a
  New City Manager, etc.)
• Doral’s Safety and Educational programs
• Doral Council members’ community involvement,
  initiatives and accolades
• Mayor J.C. Bermudez involvement in the U.S. National
  Conference of Mayors

Local, Regional and National Media Results
At the local level, multiple articles about Doral have been published by various print media such as Diario Las Americas, Ciudad Doral, Doral Community Newspapers, Doral News, The Miami Herald, Neighbors Section, and The Miami Herald Front Page.

At the Regional level, various articles were published in Florida Trend, South Florida Business Journal, Daily Business Review, Miami Today, Sun Sentinel, etc.

At the National Level, CNNMoney.com listed City of Doral as one of the top 100 places in the country to launch a business. U.S. News and World Report named Doral one of the top places in the U.S. to retire. Most recently, Forbes.com recognized Doral as the second best place to live in
the U.S.

Tangible Results
The Doral Economic Development Business Census 2008, published in 2009, shows that the City of Doral is experiencing continued economic growth. Bucking national trends, the City of Doral, has a flourishing economy. The Florida Agency for Workforce Innovation-Labor Market Statistics Division reports that the City of Doral has an unemployment rate of 3.5% compared to 5.3% for Miami-Dade County and the State
of Florida’s 6.0% as of December 2008.

Doral has gained notoriety as the premier place for trade and commerce with 12,000 registered occupational licenses and more than 9,000 businesses. Doral has become and is viewed by the rest of the state, country and continent, as a cosmopolitan, multi-cultural and eclectic city that entices shoppers, businesses and industries from around the world. Residential properties in Doral have maintained or increased their
value significantly. And almost 30% of the Doral workforce chooses to live in Doral.

Doral’s public relations campaign is still on-going and growing as Doral Mayor Juan Carlos Bermudez and Council members recognize the need to continue to promote the benefits of working and living in Doral to the media. Doral has become a symbol of success, but it is not only getting to this point that’s important, but staying there and surpassing past accomplishments. This strategic thinking will sustain the City of Doral
and propel it into the future making it a world showcase city, with cutting edge environmental programs that continue to make headlines, urban re-development areas, innovation and style.