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Published byPablo Skillings Modified over 10 years ago
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Reinventing the Past on a Voyage into the Future Petya Andreeva IW Group, Inc.
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General Overview Essence: Advertising and Public Relations Company Target groups: Asian American communities, industries and public entities *Clients: White House Office of National Drug Control Policy, AT&T; Blue Cross of California; California Department of Health Services; Comcast; McDonald’s; Merrill Lynch; Wal-Mart; Washington Mutual Staff: Emphasis on multicultural employment; wide range in employees’ background Asian media IW Consumer
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Case Studies ˚Strategy 1: create and translate accessible press releases; Asian language collateral materials ˚ Strategy 2: establishing connections with health reporters ˚ Strategy 3: focus groups with patients and physicians Strategy 1: translation of supplemental outreach materials into 5 Asian languages Strategy 2: conduct outreach activities – Asian festivals etc. Strategy 3: create a statewide CBO program Educating Asian American about Hepatitis B California Children and Families Commission
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Services and Activities Media Monitoring Media Relations/Training Government Relations Community Relations/Outreach Corporate Relations Crisis Communications Partnership Marketing Event Coordination and Planning Strategic Planning, Research and Development Collateral Development Translations and Adaptations
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SWOT Analysis Emergence of freelance PR agents Competition: database marketing companies, system integrators Internet market expansion Increasing demand for research Importance of Language in business ventures Few Internet enterprises Not Targeting of South/Central Asian markets Restricted number of headquarters Community involvement and building Multitasking Diversity S W TO
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Employment -wide array of capabilities and backgrounds -striving for excellence and sustaining high performance standards -due inclusion of American employees of South Asian descent: Thai, Cambodian, Vietnamese etc. -comprehensive benefits - Community involvement and local projects -flexibility and professional support -networking: joint ventures with NGOs and government structures Profiles: Diversity and Multicultural Agenda Opportunities via IW
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Why Choose This Target Group? Growing purchasing power Median age is less than the average US- more young professionals between 20-39 Highest educational levels among minorities 53 % own their homes
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Tenets of IW’s Development Media relations Social responsibilit y Network building Public engagemen t Innovation
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