Ruder Finn

Ruder Finn

Multicultural & Image Marketing Group

Multicultural & Image Marketing Group

“Strategy that Delivers the

“Strategy that Delivers the

Multicultural Consumer”

Multicultural Consumer”

Who We Are

Who We Are

�Unparalleled grasp of the m

edia la

ndscape and the urban consumer

�Full-service niche practice with the resources of a global a

gency

�Proven le

ader in branded consumer marketing communications

Our Specialty: Striking the Perfect Balance Between

Our Specialty: Striking the Perfect Balance Between

Urban and Mainstream Marketing & Communication

Urban and Mainstream Marketing & Communication

R U D E R · F I N N

�Proven le

ader in branded consumer marketing communications

platform

s with significant C

RM, cultural a

nd entertainment

marketing experience

�Award-w

inning AOR to Fortune 500 corporations, premiere lifestyle

brands, noted in

dividuals, institutions and community organizations

throughout the U.S.

�Dynamic, youthful team of professionals skilled at trend-spotting

and creating customized in

itiatives that generate excitement and

news

�Long-term

relationships with highest-level m

edia, influencers

and tastemakers that drive results

�Core commitment to fully integrated approach –

�Traditional media relations

�Special events

�Promotions and Media Partnerships

What Sets Us Apart

What Sets Us Apart

R U D E R · F I N N

�Promotions and Media Partnerships

�Social media

�Advertising

�Trusted “media m

achine” with daily contact and m

onitoring

across all categories –

print, broadcast, and digital

�Committed to quality control a

nd deliverables

�Accountable, client-focused team

What We Do: Areas of Service

What We Do: Areas of Service

�Corporate Social R

esponsibility and

Cause-R

elated M

arketing C

ampaigns

�National a

nd In-M

arket Media Campaigns

�Branded Entertainment Marketing & PR

�Award Show, Red Carpet Event & G

ifting

Suite M

anagement

�Celebrity Photo Shoot Production &

Management

R U D E R · F I N N

Management

�Multi-City Community and G

rassroots

Events

�Celebrity Spokesperson Procurement

�Influencer Cultivation Campaigns

�Press Trips (domestic and overseas)

�Media Partnerships

�Radio Promotions & Sweepstakes

�Sponsorship Development

�PSA Production and Placement

RF

RF Multicultural PR

Multicultural PR Philosophy

Philosophy

�Our multicultural P

R and promotional campaigns

are designed to:

�Increase visibility and brand loyalty

�Enhance brand image and attract consumers

�Generate significant, relevant and qualitative m

edia

R U D E R · F I N N

coverage

�Establish m

utually beneficial relationships betw

een your

brand and the urban tastemaker

�Establish a distinctive identity that differentiates you from

the competition

Understanding the Urban Landscape

Understanding the Urban Landscape

Detroit

Oakland

RF Leads in Multicultural Marketing Communications

RF Leads in Multicultural Marketing Communications

Expertise in the Top 25 AA DMAs

Expertise in the Top 25 AA DMAs

RF Leads in Multicultural Marketing Communications

RF Leads in Multicultural Marketing Communications

Expertise in the Top 25 AA DMAs

Expertise in the Top 25 AA DMAs

R U D E R · F I N N

Atlanta

Chicago

Los Angeles

Houston

Dallas

Ft. Worth

Miami

Baltimore

Memphis

Cleveland

Charlotte

St. Louis

Birmingham

Oakland

San Francisco

St. Petersburg

Tampa

Orlando

New Orleans

Columbia

Understanding the AACM and the HCM

Understanding the AACM and the HCM

Landscape

Landscape

Key AACM Stats (2008)

Buying Power:

$913 Billion

Black U.S. Population:

38.3 m

illion

Key HCM Stats (2008)

Buying Power:

$980 Billion

Hispanic U.S. Population:

46.9 m

illion

R U D E R · F I N N

38.3 m

illion

Top Five Expenditures:

-Housing $121.6B

-Food $59.2B

-Cars/Trucks $32.1B

-Clothing $27.7 B

-Health Care $17.8B

46.9 m

illion

Top Five Expenditures:

-Housing $142B

-Food $59B

-Cars/Trucks $30.5B

-Clothing $19B

-Healthcare $17

Source: Pew Hispanic Center

Source: Target Market News

Client Overview –Corporate & Brand

Client Overview –Corporate & Brand

R U D E R · F I N N

Client Overview

Client Overview ––Institutional

Institutional

R U D E R · F I N N

Recent Placement Highlights

Recent Placement Highlights

R U D E R · F I N N

Celebrity Experience Highlights

Celebrity Experience Highlights

Larenz Tate and

The Tate Bros.

Niecy Nash

Lynn Whitfield

Narciso

Rodriguez

R U D E R · F I N N

Ingrid Hoffman

Jasmine Guy

Mary J. Blige

Judge Mathis

Select Case

Select Case Studies

Studies

Select Case

Select Case Studies

Studies

�Challenge

�Build

awareness of sickle cell disease and a little

known condition calle

d iron overload

�Solution

�Leverage relationship with Larenz Tate and the

Tate Bros. to anchor a national communications

platform

, the “Be Sickle Smart-Ask About Iron”

health education campaign

Be Sickle Smart:

Be Sickle Smart:

Ask About Iron Overload

Ask About Iron Overload

R U D E R · F I N N

�Conduct multi-city media tours with the Tate

Bros., including radio station drive-bys, live in-

studio TV interviews, etc

�Im

plement grassroots events partnering w

ith local

churches and health centers

�Created m

icrosite and dedicated hotline to

establish direct communication with consumers

�Generate ongoing coverage and traffic to

website and dedicated phone line

�Results

�63 M

illion M

edia Impressions G

enerated

�Challenge

�Launch a new D

VD and R

esource G

uide

aim

ed at African American women amidst a

crowded environment for breast cancer

awareness m

essaging

�Solution

�Leverage RF’s relationship with Emmy

Award-w

inning actress Lyn

n W

hitfield to

build

a comprehensive m

edia relations

Taking Charge of Breast Cancer

Taking Charge of Breast Cancer

R U D E R · F I N N

build

a comprehensive m

edia relations

campaign to secure well-placed, high-profile

coverage

�Im

plement grassroots events culm

inating

with a high-profile appearance in NYC at

the annual Women of Color Breast Cancer

conference organized by New York

Presbyterian H

ospital

�Results

�14 M

illion M

edia Impressions G

enerated