TEXACO
Developed and executed the comprehensive marketing communications solution that rehabilitated the image and reputation of Texaco within the African-American and Hispanic communities after a nationally publicized $186-million class- action racial discrimination suit.
• The Situation: Research revealed that African-Americans rate Texaco lower on all employee and diversity attributes .They remain aware of Texaco’s problems and harbor lingering anger. They believe that the corporation is prejudiced. Texaco settled the suit and began comprehensive policy change and communication efforts to establish a relationship with the African-American community to rebuild their faith and trust in Texaco.
• The Approach: Launched a three-prong effort:
o Extended the general market advertising campaign “Life is Full of Energy, “ to demonstrate respect for and understanding of the African-American culture and “human energy."
o Recognized the primary audience as African-American gatekeepers, opinion leaders, and influencers.
o Developed an integrated approach that surrounded the target with TV, print, radio sponsorships, and PR.
• The Results: Monitored recognition of growing progress among the influencer target audience and the African-American community gatekeepers, media, constituency groups, and diversity experts.
o African-American community welcomes and recognizes Texaco’s participation.
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DENNY’S
Directed and executed communication plan and strategic platform that increased comp store sales and rehabilitated the image and reputation of Denny’s from one of the “icon of corporate discrimination" to being ranked as the “best company for minorities" by Fortune magazine.
• The Situation: Denny’s was not getting its fair share of the African-American market. A key reason was the negative publicity regarding incidences of discrimination and legal action which caused African Americans to view Denny’s as undervaluing them as consumers and providing inferior or discriminatory service.
• The Approach: A two-prong effort was initiated to breakdown these barriers to growth:
o A new targeted creative strategy that enhanced perceptions of the dinng experience and communicated that African-Americans are welcomed and valued customers. The campaign key message : " Welcome Back to Denny’s. “.
o A separate corporate ad strategy that focused on Denny’s corporate philanthropic commitment to the African-American community.
• The Results: Research indicated that African-Americans were returning to Denny's.
o 20% increase in brand usage
o 30% increase in penetration relative to competition
o Enhanced image of Denny’s among media, opinion leaders, and target consumers.
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