MISSION: Market the brand personality of Homewood Suites Extended Stay Hotels with investors.
SOLUTION: DIMENSIONAL DIRECT MAIL
The campaign purpose was to approach high level investors to invest in Homewood Suites by Hilton.
In keeping with the concept of a studio-style, homey-feel hotel, we created a direct delivery of a real live "homing pigeon" with of course...an encapsulated foot message to be read and sent back by the potential investor. The investors checked “Yes, I would like a presentation,” on the paper; placed it into the pigeon's foot capsule, and released the pigeon back to the winds. The first pigeon closed a multi-million dollar deal.
The cost effective homing pigeons brought back deal after deal, closing millions in investments.
"Want my baby.....my babeee.......babeeee back ribs"
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Recent guests include Early Trader Joe's Market COO Doug Rauch, and author of the recent release Holacracy, penned by Brian Robertson. Have a listen here: CinderellaCEO On Air. Email: CinderellaCEO@gmail.com
We launched the Women On Their Way program for the Wyndham Hotel brand.
Early research found that women made up 60 % of all business travel. Wyndham pinpointed the wants of the female traveler within the hotel marketing and drove annual revenues to $300 million, three years in a row, from women travelers, and increasing meeting sales by 5 percent annually. Dow Jones cited the Women On Their Way program as the "Gold Standard" for women’s marketing on Wall Street.
INNOVATION: UPSIDE DOWN MENTORING
Studies, surveys, all kinds of brainiac data prove that the natural human science of child behavior make them Superheroes in collaboration, innovation, and that “no fear of failing attitude” that you had in 4th grade.
What if your employees could
re-learn these same critical thinking patterns by observing how kids solve problems?
The Mission platform is designed to seamlessly create a Lab concoction of Junior Achievement, Ted Talk, Space Camp and a critical thinking leadership seminar.
Purpose Driven Relationships BUILDING A GLOBAL CULTURE INTERNALLY
Implementing the first diversity & inclusion program in over 200 years for the Bank of Tokyo.
We tied the principles of culture to the foundation for creating profits. Working with a great team, we aligned human capital with the bank's business goals by implementing a customized mentoring program.
Developing an all-inclusive, global culture internally, Bank of Tokyo has been renamed MUFG, indicative of a more global bank tied to its external customer base.
THE CREATION OF THE PROGRAM NAME: ONE RIVER.
Broussard Global was also called upon to brand BTMU's first management program.
Bank of Tokyo-Mitsubishi concluded through its 360 degree research of its international executive team, that in order to bring the best of the Japanese culture together with the best of America’s business culture.
>Generational Cause Marketing CULTURE MOVEMENT WITHIN A INDUSTRY SEGMENT Early research found that women business travelers had increased to a 60% level on business travel. Through a series of advisory boards made up of our target, we pinpointed the touchpoints of a female traveler within the Hospitality sector and launched the Women On Their Way program for the Wyndham Hotel brand. Driving annual revenues to $300 million, three years in a row, from women travelers, and increasing meeting sales by 5 percent annually from women partnerships and affiliations. Dow Jones cited the Women On Their Way program as the Gold standard for women’s marketing on Wall Street.
>Generational Cause: MEETING
A PRODUCT CHANGE OF USE DEMAND BY THE MARKET
The campaign purpose was to approach high level investors for specific neighborhood feel land sites for the build up brand of the extended stay personality of a Homewood Suites property.
Having the concept coming out of the product point of difference of a studio style homey feel hotel stay we created a personal message with direct mail that included delivering a "live Homing Pidgeon" with of course a foot message to be read and sent back.
The real estate developers and investors checked “Yes, I would like a presentation” on paper; placed paper into foot capsule, and released the pigeon back to the winds. First pigeon closed a multi-million dollar deal. The following deliveries continued the success.
Working with the national network of Homing Pidgeons Associations made this execution cost effective, Cost per contact: $250.
>Generational Timing of a Market
FILLING A VOID
Brinker International — Chili’s Restaurants had the ambience of the neighborhood bar and grill with a highly trained, friendly wait staff to back up that neighborhood "Fern Bar" feel.
This combination filled a void with a sit down dining experience with a menu price point, competing with the fast food brands.
We gave birth to the “No Place Else” theme, which came completely out of the distinctive concept of the restaurant itself.
We also used music, not in a typical fast food jingle sound track, but in a full scored music track that one would hear from a live, blues group in a neighborhood bar venue. This also became a game changing execution of a Chili’s signature dish, “Baby Back Ribs, ” now a social vernacular.
"Want my Baby....Baaabee .....Back Ribs."
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>Purpose Driven Relationships BUILDING A GLOBAL CULTURE Business Strategy
Implementing the first diversity & inclusion program in over 200 years for the Bank of Tokyo, reflected the innovative thinking of the bank's CEO and leadership team.
Working with a great team, developing and implementing a customized mentoring program and helping to brand the internal management program.
FILLING A VOID in Restaurant Marketing.
We gave birth to the “No Place Else” theme, which came completely out of the distinctive brand position concept of the restaurant itself.
We also used music, not in a typical fast food jingle sound track, but in a full scored music track that one would hear from a live, blues group in a neighborhood bar venue. This also became a game changing execution of a Chili’s signature dish, “Baby Back Ribs ” now a social venacular throughout the country.