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E.
Morris Communications creates winning debut campaign for soft drink line
(July 9, 2012) By all accounts, Houston Rockets point guard Kyle Lowry's new business venture with his longtime friend and Amateur Athletic Union (AAU) mentor, Rick Clancy, has taken a strong lead in the first quarter. Less than a month after Clancy Lowry, LLC introduced their Philadelphia-based juice drink line, FAMJUICE, the company is reporting record sales for a rookie regional brand. Clancy Lowry credits much of its success to Chicago-based E. Morris Communications, hand-picked by Chief Marketing Officer Amber Godfrey to launch the line of refrigerated juice drinks and teas. Ms. Godfrey said she needed a company that was creative and agile enough to execute FAMJUICE's market launch in less than six months. In deference to FAMJUICE's sense of urgency, founder Gene Morris agreed to allow Ms. Godfrey to work inside his agency, alongside his team for six weeks preceding the launch. It required her to briefly relocate to Chicago. "Who allows a client to see behind the firewall?" laughed Ms. Godfrey, who was quite impressed with the operation. Her proximity to the team meant she was instantly available to review and approve advertising collateral and label artwork. She also participated in social media and grassroots marketing brainstorming sessions. "EMC takes pride in going the extra mile to accomplish our clients' goals," said Mr. Morris. "What started as an unusual request resulted in a very rewarding, even exhilarating experience for the entire team. We absolutely gelled. FAMJUICE presented us a unique opportunity to demonstrate how nimble, responsive and creative we are." E. Morris created and is currently executing a robust front-loaded marketing plan that includes radio, print, digital and mobile ad buys; public and media relations; social media; and community and sports events sponsorships. Some of the ads feature co-founder Lowry, who is a hometown hero in Philly. EMC is currently working with Clancy Lowry in strategically planning to extend the FAMJUICE product line and expand the scope of its distribution. E. Morris Communications is a full service integrated marketing agency with unparalleled expertise in segmented marketing. The agency has executed successful marketing programs targeted to African-Americans, Hispanics, and a variety of culturally based segments. More at www.emorris.com. Go to Target Market News homepage RECENT STORIES Black journalists honor NorthStar publisher as 'Entrepreneur of the Year' Black Cable TV Ratings for Week of June 18 - 24 VH1 wins the week's trifecta on the Top 25 cable favorites in black households Black TV Ratings for Week of June 18 - 24 Black viewers were 35 percent of the total audience for NBA championship game Africa Channel signs sponsorship deal to compete in 2013 NASCAR racing season ASPiRE will launch with series, 'ABFF Independent' featuring Black filmmakers BET leads coalition of Black media, ad agencies in effort to increase ad dollars NNPA names William Tompkins to new position of President and CEO Bob Johnson urges Black wealth creation at Black conservatives' forum TV One to re-brand itself with new logo and slogan reflecting diversity of Black life Black Cable TV Ratings for Week of June 11 - 17 NBA moves to ABC for The Finals and Top 25 cable viewership drops 33 percent Black TV Ratings for Week of June 11 - 17 The NBA Finals are highest-rated games with Black viewers in nearly a decade Anderson Communications marks 23rd anniversary of 'Focus on Women' Decisive Media strikes deal with Hyundai on new sales program AtlantaBlackStar.com celebrates Father's Day with an online campaign Black Cable TV Ratings for Week of June 4 - 10 Record-setting ratings set the stage for hot NBA Finals between Heat and Thunder Click here for more recent news stories and our news archive Return to top of page |
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