Blueprint Creative Group\'s Portfolio

Blueprint Creative Group

Fabiola Fleuranvil | Principal
P: (305) 741-0378
Who We Are E: Fabiola@BlueprintCreativeGroup.com
W: www.BlueprintCreativeGroup.com

Who We Are

 Blueprint Creative Group is a boutique strategic marketing and public relations firm that fuses 360°
integrated marketing communications (IMC) to strategically position key messages to the public and
media, cleverly shape audience perceptions and move target audiences into action, use digital
influence to drive online interactivity, and execute smart brand positioning to intensify our client's
competitiveness. To this end, we’ve been successful executing national media campaigns for
lifestyle brands, corporate entities, and non-profit organizations.

 As PR Bulldogs, we approach media relations from a journalistic point of view, we're ferocious when
it comes to dealing with media, and we have a knack for creating memorable stories that have a
strong call to action.

 We are shrewd marketing strategists. We execute marketing awareness campaigns, analyze
consumer buying behavior through market research and testing, and develop marketing programs
directed at channeling those behaviors. Our bottom line is on our client’s Return on Investment
(ROI) and Return on Marketing Investment (ROMI). Ultimately, our communications solutions serve
as an extension of your long-term branding and visibility strategy.

 We are also adept at planning and executing a variety of communications and media tactics to meet
campaign objectives. Whether planning visibility stunts in key local markets, opening local shops to
stellar reviews, intensifying online customer engagement with clever cross promotions and digital
influence, or intensifying a brand's competitiveness, we have a full arsenal of talent and a proven
track record of success.

 We also understand the growing dynamics of today’s media landscape and embrace, encourage,
and employ new media technologies and social media marketing in every PR campaign to deliver
effective messaging to your audience. Our social media strategies place special emphasis on
building an online community that is consumer driven, transparent, engaging, inclusive, and sincere,
without being controlled, impersonal, exclusive, formal, or one-sided.

 Ultimately, valuing both relationships and results as the key to success, our approach blends the
best of big agency capabilities, experience, and stellar client service with small agency tenacity,
creativity, and flexibility to help clients of all sizes achieve the results they seek. It’s our
entrepreneurial culture that allows us to be business progressors, innovators, and out of the box
thinkers.

Page 2 of 9 Blueprint Creative Group | Branding. Should. Always. Be. Consistent.

Capabilities/Service
Offerings
Public Relations

 Media relations
 Messaging and positioning
 Storytelling development
 News releases
 Direct editorial programs
 Editorial calendar development
 Feature article placement, broadcast TV and radio placements
 Visiting journalist programs
 Content development: bylined articles, consumer case studies, white papers, newsletters
 Media & consumer events
 Crisis communications
 Media training
 Event Publicity

Marketing Communications

 Integrated Marketing Communications
 Market Research
 Consumer Analysis
 Strategy Development
 Communications Audit
 Brand Development
 Community Outreach

Social Media Engagement

 Social media strategy and planning
 Online reputation management
 Interactive digital tools, widget design, app development
 Blogger relations
 Social media buys
 Blog development
 Monitoring blogs, social media platforms, consumer review sites, and message boards


Traditional Media Case Study

Client: INROADS, Inc.  Managed day-to-day press relations with
traditional and non-traditional media,
Overview:
developed media lists, secured media
INROADS develops and connects high promising interviews, and developed relationships
minority students with salaried corporate with key reporters.
internships at America’s leading companies.  Employed PR campaign measurement to
INROADS has earned the trust and respect of assess value of messages placed and media
America’s Fortune 500 companies and have impressions.
placed students in over 125,000 internships
during its 40-year history.  Media secured include: Dallas Business
Journal, Nashville Business Journal, CBS
Objective: Radio, Harvard Business Review, HR
Create a national PR plan to highlight Magazine, Diversity Executive, and Talent
organizational milestones over its 40-year Management Magazine, among others.
history and reinforce organizational mission to
current and prospective corporate partners.
Challenge:
How do we tell the INROADS story to the media
even during times when there is no hard news
to tell?
Approach:
 Developed a comprehensive 12-month PR
and media relations strategy using a varied
media mix to showcase the INROADS brand
and highlight the organization’s executives
as industry thought leaders.
 Developed story pitches to position
INROADS in key trade press, media outlets,
and relevant publications targeted to
corporate decision makers and C-level
executives.
 Content development included by-lined
articles, white papers, case studies, and
best practices articles for placement in
industry publications.


Non-Profit PR Case Study

Client: Lambi Fund of Haiti Western Union Foundation’s collaboration
to celebrate Earth Day by planting a tree
Overview:
in Haiti for each of Western Union’s 5,700
Lambi Fund of Haiti is a U.S. based non-profit employees; and 2010 Haiti earthquake.
organization dedicated to supporting
 Media secured include NBC affiliate
sustainable development, environmental
Miami, Miami Herald, op-ed in NY Times,
integrity, increased food availability and potable
etc.
water, gender equity, and grassroots
democracy in Haiti.  As a result of highlighting Lambi Fund’s
media assets, the organization received
Objective:
recognition of the United Nations
Roll-out US-based national media campaign to Environment Programme Plant for the
drive funds raised from individual and Planet: Billion Tree Campaign.
institutional donors and drive public visibility
 Online PR campaign drove increase in web
and awareness.
traffic and resulted in more than $200k
Challenge: over budgeted amount driven from online
donations and over 96,000 unique web
How do we promote Lambi Fund’s U.S. visits over six months period.
objectives- education and outreach- while also
increasing donor engagement and funds raised?  Supported organization’s communications
efforts in time of crisis in Haiti.
Approach
 A public relations campaign was employed
to increase awareness of and financial
support for Lambi Fund and its programs
by placing op-ed articles, news releases,
and critical stories across a variety of
media.
 Leveraged Lambi Fund’s media assets and
current events to drive media coverage
for organization’s grassroots programs:
One Million Tree campaign in partnership
with the Green Belt Movement founded
by Kenyan Nobel Peace Prize winner
Wangari Maathai; four back-to-back
hurricanes in Haiti 2008;


Event Publicity Case Study

Client: UPTOWN Escape/UPTOWN Magazine  Identified and secured promotional
opportunities, strategic event partnerships,
Overview:
sponsorships, and provided logistical and
Regarded as a luxury, affluent living, and planning support.
lifestyle media outlet, UPTOWN Magazine is a  Creative event activation to integrate
proponent for indulging its readers with a sponsors, CoverGirl and Nielsen Media, into
passport to luxury from social to travel to fine event concepts included local event tie-ins,
dining and the arts. So it’s only natural for the product sampling, and consumer awareness
publication to present, UPTOWN Escape 2010: promotions, and CoverGirl Queen
An Upscale Getaway, a five-day long luxury Collection makeup demonstrations and
retreat where social networking marries makeovers provided by Sam Fine and
entertainment to create an unforgettable union hosted by Supermodel, Cynthia Bailey.
of nightlife, music, business innovation, and
cultural experience.
The entire weekend of events was hosted by
actor, Boris Kodjoe of NBC’s Undercovers;
Supermodel and Real Housewives of Atlanta’s,
Cynthia Bailey; and NeNe Leakes from Real
Housewives of Atlanta and Donald Trump’s The
Apprentice. CoverGirl Queen Collection also
sponsored a Beauty Suite featuring celebrity
makeup artist Sam Fine who has worked with
the likes of Vanessa Williams, Iman, Halle Berry,
Beyonce, and Tyra Banks among many others
and been called by Vogue Magazine as“the go-
to makeup master for women of color.”

Objective:

Execute an electrifying national PR blitz to drive
awareness for destination event and drive sales
of travel packages.

Approach:

 Managed regional and national media
relations to secure placements in lifestyle
outlets, influencers, bloggers, and press.

Strategic Marketing Case Study

Client: Fonkoze/International Development Approach:
Bank (IDB)
 As a marketing consultant to Fonkoze, we
Overview: developed a 24-month fully integrated
US-based strategic marketing plan to
If there is one client of ours that believes in the
serve as a blueprint for launching
promotion of social justice and economic
Fonkoze’s Pre-paid Debit Card to the
development, then that is Fonkoze. Fonkoze is a
Diaspora living in the U.S.
microfinance organization that provides the
people of Haiti a way out of poverty through  Gathered qualitative marketing data to
entrepreneurship, economic self-sufficiency, gauge sentiments and understanding for a
and education. The organization works within new financial product virtually non-
rural communities of Haiti to help them start up existent within this demographic.
small businesses from everything including a
 Micro-segmented target markets into
local food market to farming. Essentially,
primary and secondary targets based on
Fonkoze is a bank for the poor in Haiti.
adoptability and usage of product and
Objective: developed key messaging per segment,
key customer touch points, and a tactical
Grow Fonkoze’s foreign remittance business
roll out plan.
and increase investment activity among Haiti’s
poor particularly in late of Haiti’s 2010  Community outreach approach to
devastating earthquake. establishing target market baseline
through partnerships with key centers of
Challenge:
influences.
How does Fonkoze introduce card-based
 Deployed localized grassroots educational
technology targeted to the U.S.-based Haiti
media campaign that outreached through
Diaspora to send remittances to Haiti despite
community workshops, financial literacy
the challenges of impacting, influencing, and
education, and publicity.
shaping a demographic of people typically non-
responsive to traditional marketing and  Utilized measurement and monitoring
advertising tactics and who are also tools to track project’s progress as part of
technologically adverse? customer adoption and retention
strategy.


Social Media Case Study

Client: Timeless Entertainment Concepts  Monitored effective benchmarks for
measurement of social media impact.
Overview:
 Result of social media campaign was a
When Timeless Entertainment Concepts (TEC)
massive local buzz that organically secured
wanted to launch its events architecture brand
live news broadcast from NBC affiliate,
in South Florida following the footprint it
major local papers, and influential local
established in 26 other markets, they tapped
bloggers attending launch event for
Blueprint Creative Group to get the job done.
coverage.
Objective: Manage and promote the launch of a
 Post-launch strategy encouraged Facebook
national event brand in South Florida and
fan participation with tagging of event pics,
sustain as monthly reoccurring event.
posting of personal videos of event,
Challenge: We knew that turning to traditional checking into Places, live Tweeting, sharing
media alone to launch the marquee event of viral videos, and created thematic daily
concept, PlayDate Miami, would not do the posts where fans participate in sharing
event justice. So, how do we bring the brand to related content.
life using social media to virally distribute key
 Event is reoccurring one-year later and has
messages and build an influencer campaign?
developed loyalists who consistently attend
every event and have essentially become
Key to Success: evangelists for the brand. Evangelists are
Launching a concept as unique as PlayDate is rewarded with VIP cards and other
most successful when evangelists are created. incentives.
Approach  Online community has grown to over 4,000
fans with social media strategy pushing
 Used passalongs (i.e. photos, viral videos, email database to over 10,000.
and message teasers) to create peer-to-
peer influence.
 Managed blogger outreach program and
online communities (i.e. Meetup) to spread
messages and build digital word of mouth.
 Used Twitter listening tools to monitor
related conversations to join for 2-way
engagement. Cultivated Facebook
conversations to amplify buzz.
 Developed interactive applications to
trigger actions which appeared in fans’
feeds.

Social Marketing Case Study

Client: United Way of Broward  Used formative evaluation to identify the
root causes of risky driving behavior
Overview:
among the core target segments and their
As a pillar in uniting an entire community to perceptions of such activity. Research
create significant lasting change that positively included a combination of quantitative
impacts people’s lives, United Way of Broward and qualitative data collection
observed a dangerous trend in the increase in methodologies and external secondary
unintentional injuries and deaths among data.
Broward County, FL youth ages 13-25 attributed
 Created “Ride Safely,” a pop culture
to risky teenage driving behavior. Further
influenced, peer-to-peer public awareness
analysis also revealed that the root causes
campaign with marketing and media
surrounding motor vehicle injuries within this
messages designed to resonate with and
particular market segment were directly linked
create a strong call to action among the
to the inexperience and overconfidence of
audience by being relevant, believable,
teenage drivers.
and inspiring to initiate changing
Challenge: behaviors.
What is the most effective strategy to roll out a  Campaign resulted in funding and grant
youth-driven social norms campaign to promote opportunities for United Way of Broward.
Ride Safely, a social marketing initiative to
change negative behaviors that are
misperceived to be the norm in exchange for
positive ones that are actually the norm?
Approach:
 Created and designed a social norms
marketing campaign based on marketing
intelligence and used a combination of
educational and community outreach and
intervention strategies, brand identity and
message development, media advocacy,
public relations, peer-to-peer interaction,
public policy and enforcement, parental
and community involvement,
environment/engineering, and education
and curriculum design.


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