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347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
A CASE STUDY
A resource for changing the narrative and
overcoming the negative stigma and campaign
impact driven by inadequate health resources for
historically marginalized communities.
Presented to Marlene McNesee
and Barry Barnes
Regarding March 2017 PrEP Campaign
ABLUEPRINTFORCHANGE
MEANINGFUL
ENGAGEMENT
PrEPHOUSTON:
AGUIDEFORBRAND
TRANSFORMATION
ANDINNOVATION
TM
tré
The Definitive Voice
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
engagement and impact
WHATISYOURIMPACT?
Howcan amore
intentionalbrand
better engage
citizensand expand
your audience?
—Inacompetitivemarket,howcanyouimprove
outreachanddobetter?
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
CHANGE IS A PROCESS AND SUSTAINABLE
SUCCESS IS A DELIBERATE STRATEGY.
You can’t skip the steps. The process of identity development and brand innovation
demands a combination of tech-savvy research, strategy, design excellence,
self-reflection and project management skills. It requires an extraordinary amount
of patience, an ability to synthesize vast amounts of information and an unwavering
obsession with geting it right.
Define Ideate Prototype Build Analyze
DESIGNSTRATEGY MESSAGEENGAGEMENTDESIGN EXPERIENCEDESIGN
DESIGNITERATION
PRODUCTRESET(PIVOT)
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
SUCCESS
REQUIRESTHESE
COREELEMENTS
CURB-SIDE
ENGAGEMENT
(physical location
and/or live events /
touchpoints)
MULTI-LINGUAL 
PROGRAM-FOCUSED
LEXICON
FLEXIBLE, ORGANIC
 VISUALLY
COMPELLING
INNOVATIVE 
AWARD-WINNING
USER-DRIVEN 
TECHNOLOGICALLY
PROGRESSIVE
A B C D E
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
CASESTUDY
NARRATIVE TRANSFORMATION AND
BRANDING INNOVATION
3
EASYSTEPS
COMMITTEDTOBUILDINGATRANSPARENTAND IMPACTFULPrEPCAMPAIGN
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
ASSESS THE
POSSIBILITIES
Tré Media Group
Engaged Millennials
Founded in 2010 by Stephanie Coleman, owner of
Neutral Grey Advertising, LLC./No Plan B, (neutralgrey.org)
Tré is a digital and printed monthly lifestyle publication.
Tré is the voice for a generation and a refreshing platform for
expansion of diverse and innovative campaigns targeting
the African-American marketplace. Tré is a proven platform
for engagement and the only publication of it's kind in the
Houston area. It is an effective vehicle to spotlight and events,
people and editorial insight as well as a method to showcase
innovative products and content to an intellectually engaged
and fiscally available demographic.
FINDINGS
FINDINGS
11
Media Kit 2017
thetremag.com
Go Beyond The Surface
NESS
ning
nce
ning
files
TNESS
Gyms
es
wboys
ons
Y
ities
ion
ory
ness
ns
files
en
MAY
ARTS + CULTURE
Mother’s Day
Everyday Heroes
Historical Society
Outdoor Guide
JUNE
EDUCATIoN +
ENTERTAINMENT
Tré Anniversary Issue
Juneteenth
Summer Pleasures
Medical Profiles
JULY
ARTS +
GoVERNMENT
Summer Health
Summer Dining
Fire Fighters Parade
AUGUST
EDUCATIoN
+ CULTURE
Best of Tré Schools
Bridal/Celebrations
Sports/Local Teams
Back-to-School
SEPTEMBER
HEALTH + FAMILY
Arts and Culture
Travel/Home  Garden
Men’s Health
Education
oCToBER
BUSINESS +
AREA DoCToRS
Women’s Health
Home  Garden
Halloween Safety
NoVEMBER
PoLITICS +
BUSINESS
Historical Society
Dining/Chef Profiles
Entertaining
Voting Issues/Trend
DECEMBER
RELIGIoN +
GoVERNMENT
Holiday Gift Guide
Education
Kwanzaa
Winter Destinations
*
Calendar subject to change.
Advertising:
Ad Reservation: 10th
of previous month
Payments Due: 15th
of previous month
Editorial/Inserts:
Due the 10th of
previous month
(for consideration)
On Target
TréMagazine
TheDefinitiveVoice
3905DowlingStreet
Houston,Texas77004
thetremag.com
Contacts
STEPHANIE CoLEMAN
Cofounder/Advertising/
Strategic Partnerships
scoleman@thetremag.com
c: 713-882-4339
JEANNIE C. WILSoN
Publisher/Cofounder
jcoleman@thetremag.com
c: 281-513-6660
3905 Dowling Street
Houston, Texas 77004
www.thetremag.com
f: 713-522-7862
twitter: @thetremag.com
facebook.com/thetremag
Circulation is
very precise
and targeted,
with a base of
15,000 core
readers and a
pass-a-long rate
of 50,000 every
month. Tré is
the number
one source for
the culturally
engaged Houstonian and speaks to the
heart of the cultural marketplace.
Tré celebrates the independent and
discerning reader and addresses the
issues that matter most to women;
their families and communities. By
acknowledging the historical role of
women of color in shaping their legacy,
Tré empowers it readers to celebrate
their spirit, their journey and their life.
85PERCENT
of all BRAND
PURCHASES
are made by
WOMENWomen-Drivers.com, 2010 (via M2W.biz)
Editorial Calendar
Historically,
women of color
are key decision
makers regarding
education, religion
or household
purchases such
as autos, travel,
education and
health care.
tréTM
African-American Women
Tech-Savvy
In the 2016 Nielsen African-American report,
black millennials are being described as leading
digital advancement. They are tech-savvy, socially and
civically engaged and driving social change.
What is the historic
ROI for African
American media?
Where can your
investment
have the greatest
market impact?
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
HIV/AIDS among
African Americans
is an epidemic
In 2014, 44 percent of estimated new HIV diagnoses
in the US were among African Americans, who
comprise just 12 percent of the US population. In the
South, African Americans account for almost
60 percent of all people living with an HIV diagnosis,
and African American women accounted for
66 percent of new cases of HIV among women.
FINDINGS
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
CLARIFY THE
STRATEGY
22
What are the current
best practices for
African American
engagement
via media?
How can you
facilitate critical
conversations and
maximize impact?
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
letstalkaboutprep.com
Having
Sex?#LetsTalkAboutPrEP
Did you know?
87% of Black women newly infected with HIV were
infected through heterosexual sex.
1 in 32Black women in the U.S. will be infected
with HIV in her lifetime.
PrEP can reduce your risk of HIV infection by
more than 90%.
Protect yourself from HIV infection!
PrEP yourself with these simple steps:
• Get tested
• Take one pill each day
• Use condoms always
• Take charge of your sexual health to stay HIV negative
PrEP is part of your HIV prevention toolkit that includes
getting tested and being aware of
your sexual health.
letstalkaboutprep.com
Having
Sex?#LetsTalkAboutPrEP
Did you know?
87% of Black women newly infected with HIV were
infected through heterosexual sex.
1 in 32Black women in the U.S. will be infected
with HIV in her lifetime.
PrEP can reduce your risk of HIV infection by
more than 90%.
Protect yourself from HIV infection!
PrEP yourself with these simple steps:
• Get tested
• Take one pill each day
• Use condoms always
• Take charge of your sexual health to stay HIV negative
PrEP is part of your HIV prevention toolkit that includes
getting tested and being aware of
your sexual health.
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
Having
Sex?#Let’sTalkAboutPrEP
GET
TESTEDPROTECT YOURSELF FROM
HIV INFECTION!
Take
One Pill
Each Day
Use
Condoms
Always
Take
Chargeof your sexual health to
stay HIV negative
2 3 4
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
Bureau of HIV/STD
and Viral Hepatitis
Prevention
As Seen in
Tré Magazine
MARCH
2017
www.houstonhealth.org
22 | thetremag.com
IT CAN BE AWKWARD!
When is the last timeyou were tested or asked
your partner to see their
test results? Yeah, you’re
right it can be awkward
sometimes, but try toapproach the situationwith confidence.
Chances are if you’reconfident and bring itup without judgment,your partner will beopen to the discussion.
Who knows, they may be
just as worried as you to
bring it up. Remember,
nearly everyone who ishaving sex will have this
conversation at somepoint, and the soonerthe better. Here aresome tips that may behelpful in having these
conversations:
DON’T WAIT until theheat of the moment tostart talking about HIV.
It’s better to talk about
it earlier rather thanlater—certainly beforeyou have sex.Some men who areliving with HIV have
suggested that it helps
to talk about theirstatus earlier in therelationship rather thanlater. Disclosing you are
HIV-positive after you’ve
become close to someone
can cause your partner
to loose trust and feelas though you have kept
something importantfrom him/her.
If you’re looking for a way
to start talking, show this
article. Watch the videos
together, share the online
links and use it as a way to
start the conversation.
Approaching theconversation this waydoesn’t make it sound like
you don’t trust him/her,
but rather you’ve been
BELOW
Et magnatu sanihilest, ut aut quosendust, nullaccaturiculliquam lam eaquunt, nihicate sus.
It is always time to have the talk. Worried about
how your new or existing partner is going to
react? You’re not alone, many couples have those
fears. Yet, Black women continue to be far more
affected by HIV than women of other races/
ethnicities and 87% of Black women with HIV
were infected through heterosexual contact.
#LET’S TALKABOUT PrEP
21xIn 2014 the rate of new HIV
diagnoses for black women in
Houston/Harris County was
21 times that of white women and
6 times that of Hispanic women.
,
THETREMAG.COM
AND... OVERCOME THE STIGMA. Learn to reduce stress
and elevate the dialogue around mental health.
,
PLUS+ A WORD WITH FIRST
DAUGHTER ASHLEY P. TURNER
Taking
Flight
JOBS  STEM
OPPORTUNITIES
A new perspective for a
new generation. Explore the
possibilities and create a
long-term plan for success.
Want to start a new career in the
field of aviation? Learn the steps
to a rewarding life within the
aerospace technology industry.
You can explore the possibilities
and travel the world.
TM
tré
Th
e De
fin
itiv
e Vo
ice
30
thetremag.com | 21
CANWE
TALKABOUT
SEX?It is important to
have conversations
with your partner
about safer sex and
healthy relationships,
but that can be
a lot easier said
than done.
Protect yourself from
HIV infection.
NEW
OPTIONS!
#GetTested
Having
Sex?#Let’sTalkAboutPrEP
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
Get
Tested
Take
One Pill
Each Day
Use
Condoms
Always
Take
Chargeof your sexual health to
stay HIV negative
1 2 3 4 Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
Bureau of HIV/STD
and Viral Hepatitis
Prevention
thetremag.com | 23
Tacanbetheperf
lectf
koreplay.ConversationStarter#1:“Before we take things to the next
level, I think we should get tested
for HIV. No matter the results, at
least we’ll know how to keep each
other safe and healthy.”
ConversationStarter#2:“If we’re going to have sex,
we should use condoms.”
ConversationStarter#3:
“I really like you, and like where
this is going, but before we go any
further, there’s something I want
to tell you. I’m HIV-positive.”
ConversationStarter#4:
“I got tested for HIV and other stuff
the first time about a year ago, have
you ever been tested?”
ConversationStarter#5:“Can we talk about sex? Safer sex
is really important to me.“
ConversationStarter#6:“You should know that for anal
sex, condoms are non-negotiable
for me. Are you ok with that?”ConversationStarter#7:“So we haven’t really talked about
it, but can we agree that when the
time comes, we’ll use condoms to
keep each other safe?”
reading about it, heardabout it, were talking toa friend who brought it up,
etc., and because you care,
you want to make sureyou’re both protected.
DON’T FORCE IT.Find the right timeand place to have aconversation. You canschedule a time to talkor be spontaneous in asetting where you areboth comfortable.
TRY SCHEDULINGregular check-ins, or‘talkiversaries.’ The key
to a healthy relationship
is having an open dialogue
throughout the relationship.
It can be hard to find the
right time to bring thesethings up. If you agree toschedule them in advance,
no one has to wonderabout the timing of theconversations.
A talk doesn’t have to beface-to-face. If you talk,
type, or text what isimportant is that you start
the conversation about
HIV.
Now, check out theconversation starters and
the role PrEP can play in
your overall sexual health.WHAT IS PREP?PrEP, short for pre-exposure prophylaxis, is a
safe and effective way to
prevent HIV infection.PrEP only works if you are
HIV negative!
HOW DOES PREP WORK?
PrEP works by following
four simple steps:
1 GETTING TESTED
2 TAKING ONE PILLeach day to keep HIV from
reproducing in your body
3 USING CONDOMS
always
4 TAKING CHARGE of
your sexual health to stay
HIV negative
PrEP is a piece of thepuzzle and part of yourHIV prevention toolkit that
includes knowing yourstatus and being aware of
your sexual health.
Check in on your health, use these FREE resources
WWW.BWHI.ORG/PREP/PREP/
WWW.HOUSTONHEALTH.ORG
Safer-Sex ChatCheat Sheet
Get the facts and tips on how
to start the conversation at
cdc.gov/StartTalking.
/StartTalkingHIV
@TalkHIV
@ActAgainstAIDS
thetremag.com | 21
CANWE
TALKABOUT
SEX?It is important to
have conversations
with your partner
about safer sex and
healthy relationships,
but that can be
a lot easier said
than done.
continued
Having
Sex?
#Let’sTalkAboutPrEP
www.houstonhealth.org
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
CREATE
GENUINE
TOUCHPOINTS
33
What event-based
experiences can
be curated to best
engage? How
can you leverage
tailord tech-
innovation as a
way to achieve
your goal?
1
2
letstalkaboutprep.comHaving
Sex?#Let’sTalkAboutPrEP
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
thetremag.com | 1716 | thetremag.com
BUILDING
A HEALTHY
HOUSTONHouston has an amazing and rich lineage.
It is ‘Space City’ and home of transformation,
innovation and trailblazers. Unfortunately, it
has struggled with the concept of protecting,
preserving and celebrating it’s most treasured
possesion; its health. Until now...
M
arlene McNeese
currently serves
as the Bureau
Chief for the Bureau of
HIV/STD  Viral Hepatitis
Prevention for the Houston
Health Department. The
HIV Prevention Program
provides Health Education/
Risk Reduction, HIV
Counseling and Testing,
Public Health Information,
and Prevention Case
Management services. The
HIV Program also facilitates
the Houston HIV Prevention
Community Planning
Group, which recommends
priority populations and
interventions for those
residents at highest risk for
new HIV infection.
Ms. McNeese has gained
special expertise in the
human service field since
moving to Houston in 1992,
assisting in the program
development of four
large start-up treatment
programs for community
based organizations and
correctional facilitates
addressing men and
women with issues of
chemical dependency,
HIV/AIDS, mental health,
and post incarceration
syndrome. Ms. McNeese
also has extensive
leadership experience with
local and national Advisory
Councils and Boards, and
served as Chairperson of
the Houston Area Ryan
White Planning Council,
and currently serves on
the board of the Black AIDS
Institute.
22 | thetremag.com
IT CAN BE AWKWARD!
When is the last time
you were tested or asked
your partner to see their
test results? Yeah, you’re
right it can be awkward
sometimes, but try to
approach the situation
with confidence.
Chances are if you’re
confident and bring it
up without judgment,
your partner will be
open to the discussion.
Who knows, they may be
just as worried as you to
bring it up. Remember,
nearly everyone who is
having sex will have this
conversation at some
point, and the sooner
the better. Here are
some tips that may be
helpful in having these
conversations:
DON’T WAIT until the
heat of the moment to
start talking about HIV.
It’s better to talk about
it earlier rather than
later—certainly before
you have sex.
Some men who are
living with HIV have
suggested that it helps
to talk about their
status earlier in the
relationship rather than
later. Disclosing you are
HIV-positive after you’ve
become close to someone
can cause your partner
to loose trust and feel
as though you have kept
something important
from him/her.
If you’re looking for a way
to start talking, show this
article. Watch the videos
together, share the online
links and use it as a way to
start the conversation.
Approaching the
conversation this way
doesn’t make it sound like
you don’t trust him/her,
but rather you’ve been
BELOW
Et magnatu sanihil
est, ut aut quos
endust, nullaccaturi
culliquam lam ea
quunt, nihicate sus.
It is always time to have the talk. Worried about
how your new or existing partner is going to
react? You’re not alone, many couples have those
fears. Yet, Black women continue to be far more
affected by HIV than women of other races/
ethnicities and 87% of Black women with HIV
were infected through heterosexual contact.
#LET’S TALK
ABOUT PrEP
21xIn 2014 the rate of new HIV
diagnoses for black women in
Houston/Harris County was
21 times that of white women and
6 times that of Hispanic women.
thetremag.com | 23
Tacanbetheperf
lectf
koreplay.
ConversationStarter#1:
“Before we take things to the next
level, I think we should get tested
for HIV. No matter the results, at
least we’ll know how to keep each
other safe and healthy.”
ConversationStarter#2:
“If we’re going to have sex,
we should use condoms.”
ConversationStarter#3:
“I really like you, and like where
this is going, but before we go any
further, there’s something I want
to tell you. I’m HIV-positive.”
ConversationStarter#4:
“I got tested for HIV and other stuff
the first time about a year ago, have
you ever been tested?”
ConversationStarter#5:
“Can we talk about sex? Safer sex
is really important to me.“
ConversationStarter#6:
“You should know that for anal
sex, condoms are non-negotiable
for me. Are you ok with that?”
ConversationStarter#7:
“So we haven’t really talked about
it, but can we agree that when the
time comes, we’ll use condoms to
keep each other safe?”
reading about it, heard
about it, were talking to
a friend who brought it up,
etc., and because you care,
you want to make sure
you’re both protected.
DON’T FORCE IT.
Find the right time
and place to have a
conversation. You can
schedule a time to talk
or be spontaneous in a
setting where you are
both comfortable.
TRY SCHEDULING
regular check-ins, or
‘talkiversaries.’ The key
to a healthy relationship
is having an open dialogue
throughout the relationship.
It can be hard to find the
right time to bring these
things up. If you agree to
schedule them in advance,
no one has to wonder
about the timing of the
conversations.
A talk doesn’t have to be
face-to-face. If you talk,
type, or text what is
important is that you start
the conversation about
HIV.
Now, check out the
conversation starters and
the role PrEP can play in
your overall sexual health.
WHAT IS PREP?
PrEP, short for pre-
exposure prophylaxis, is a
safe and effective way to
prevent HIV infection.
PrEP only works if you are
HIV negative!
HOW DOES PREP WORK?
PrEP works by following
four simple steps:
1 GETTING TESTED
2 TAKING ONE PILL
each day to keep HIV from
reproducing in your body
3 USING CONDOMS
always
4 TAKING CHARGE of
your sexual health to stay
HIV negative
PrEP is a piece of the
puzzle and part of your
HIV prevention toolkit that
includes knowing your
status and being aware of
your sexual health.
Check in on your health, use these FREE resources
WWW.BWHI.ORG/PREP/PREP/
WWW.HOUSTONHEALTH.ORG
Safer-Sex Chat
Cheat Sheet
Get the facts and tips on how
to start the conversation at
cdc.gov/StartTalking.
/StartTalkingHIV
@TalkHIV
@ActAgainstAIDS
thetremag.com | 21
CANWE
TALKABOUT
SEX?It is important to
have conversations
with your partner
about safer sex and
healthy relationships,
but that can be
a lot easier said
than done.
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
16%
17%
19%
$100,000+
$70,000 – $99,000
ALL INCOMES
NON-HISPANIC WHITEAFRICAN-AMERICAN
18%
19%
20%
BRAND LOYALTY
Discriminating higher-income African-Americans will pay for the best
quality when making purchases. In fact, African-Americans earning
$100,000+ say they will pay extra for a product that is consistent with an
image they want to convey—a sentiment that is 34% higher than non-
Hispanic Whites. At the same time, African-Americans buy store brand
products at a lower rate than non-Hispanic Whites of similar income
levels, and the gap gets larger as income levels rise.
Source: Nielsen Homescan, 52 Weeks ending December 29, 2013 -
December 27, 2014
STORE BRAND % OF TOTAL ANNUAL EXPENDITURES
BLACK VS. NON-HISPANIC WHITE BY HOUSEHOLD
INCOME LEVELS
16%
17%
19%
$100,000+
$70,000 – $99,000
ALL INCOMES
18%
19%
20%
BRAND LOYALTY
Discriminating higher-income African-Americans will pay for the best
quality when making purchases. In fact, African-Americans earning
$100,000+ say they will pay extra for a product that is consistent with an
image they want to convey—a sentiment that is 34% higher than non-
Hispanic Whites. At the same time, African-Americans buy store brand
products at a lower rate than non-Hispanic Whites of similar income
levels, and the gap gets larger as income levels rise.
STORE BRAND % OF TOTAL ANNUAL EXPENDITURES
BLACK VS. NON-HISPANIC WHITE BY HOUSEHOLD
INCOME LEVELS
Having
Sex?#LetsTalkAboutPrEP
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
HELLO
MAYAH...
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
MEETMAYAH..
SHE ISAYOUNGVISIONARY WHO
HOPESFORAHEALTHIERLIFE,
EDUCATIONFUTURE...BUT,SHEHASTHESAMEPROBLEMTHATWEALLHAVE....
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
MAYAHIS...
INNEEDOFGUIDANCE
ANDINSPIRATIONTOHELPACCESS, UNDERSTAND AND SUCCESFULLYUTILIZE AVAILABLE SERVICES,
NAVIGATELIFESTYLEOPTIONS ANDLIVE LIFE ON HERTERMS.
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
MAYAHNEEDS...
ANINNOVATIVE,
VALUE-ADDED
EXPERIENCE
ANDA
SUSTAINABLE
RELATIONSHIP
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
TIMELY AND
SCALABLE
IMPACT
What is the expansive
approach to brand
loyalty and trust?
What is the value-
added messaging
and long-term
strategy to remain
relevant?
Having
Sex?
#Let’sTalkAboutPrEP
#L
letstalkaboutprep.com
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
LIFE-CYCLE RESOURCES
Ritia sequa? Ignist, serovid ulparum fuga.
Itaeritatem cus aritatum renis autet
CAREER PATHWAYS
Ritia sequam sitatur? Ignist, serovid ulparum
fuga aritatum renis autet
ACADEMIC PARTNERSHIP
Ritia sequam sitatur? Ignist, serovid ulparum
fuga aritatum renis autet
HANDS-ON  TANGIBLE
TACTILERitia sequam sitatur? Ignist, serovid
ulparum fuga. Itaeritatem cus aritatum
KNOWLEDGE EXCHANGE
Pulparum fuga. Itaeritatem cus aritatum
renis aute Equam hilibuscia sum alitatur?
EXPERIENTIAL
Ritia sequam sitatur? Ignist, serovid renis
aute Equam hilibuscia sum alitatur?
ON DEMAND
Ritia sequam sitatur? Ignist, serovid renis
aute Equam hilibuscia sum alitatur?
NON-TRADITIONAL MEDIA
Ritia sequam sitatur? Ignist, serovid renis
aute Equam hilibuscia sum alitatur?
DIGITAL MEDIA
Ritia sequam sitatur? Ignist, serovid renis
aute Equam hilibuscia sum alitatur?
ENGAGE + EDUCATE + EMPOWER
—
We are here to build viable academic and career pathways together. By utilizing sophisticated commercial marketing
techniques combined with native and cultural insight and the experiential marketing principles of product, price, place,
and promotion, we can formulate the cultural strategies and multi-touchpoint tactics that ensure success.
01. ENGAGE 02. EDUCATE 03. EMPOWER
Having
Sex?#Let’sTalkAboutPrEP
NICHE EVENTS
#Let’sTalkAboutPrEP
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
EXPANDING THE
CAMPAIGN
What is the best
strategy for narrative
expansion? How
can you leverage
momentum to
increase consumer
loyalty and drive
measurable impact
in the marketplace?
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
Having
Sex?#Let’sTalkAboutPrEP
Having
Sex?
#Let’sTalkAboutPrEP
Having
Sex?#LetsTalkAboutPrEP
outprep.com
Having
Sex?#LetsTalkAboutPrEP
letstalkaboutprep.com
Having
Sex?#Let’sTalkAboutPrEP
Having Sex?#Let’sTalkAboutPrEP
HavingSex?#Let’sTalkAboutPrEP
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
CULTURALBRANDDEVELOPMENT
WHOWEARE
CREATING
TRANSFERABLE
INNOVATION
THROUGH
BRAND
”Branding is the easy part,
the essential measure of
disruptive design is to create
solutions which communicate
a narrative that transcends
space and time.”
—StephanieColeman,NOPLANBFounder/VPSocialDisruptionBrandInnovation
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: Houston Health Department 161209.v03
STEPHANIECOLEMAN
Founder of NO PLAN B, Stephanie Coleman creates the movement before the trend.
NO PLAN B is a young and passionate social innovation, marketing and brand
transformation team that leverages on-demand media to create strategic initiatives that
disrupts, maximizes and transforms user engagement and response in the digital age.
Design
Developing clear and effective
communication solutions is critical.
Messages that sustain meaningful
‘touch’are based on a design-driven
approach that aims to develop a
clear understanding of both user
perspective(s) and specific outreach
objectives in order to ensure that
valuable ideas and measurable solutions
are brought to the table.
Development
Design, user-realtionship and strategic
messaging helps businesses clarify
and realize their vision, enhance their
products and services, and serve their
clients better. It is essential to develop
tech-savvy, discerning, results-driven
and research-based solutions that are
both engaging and tailored to the
unique interest of the demographic and
specific outreach campaign.
Transformation
More than a single message, logo or
catchphrase, the brand is the platform
on which the motivation behind the
organizations work may be articulated
and the significance of its work may
be appreciated.
ENGAGEMENT BRAND INNOVATION
347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
THANK
YOU!
QUESTIONS?
STEPHANIE
COLEMAN
SOCIAL DISRUPTOR | BRAND
STRATEGIST | BEHAVIOR ARCHITECT
| NEW MEDIA DEVELOPMENT |
CULTURAL CURATOR | INNOVATOR
347-687-3624
THETREMAG@GMAIL.COM

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HIV + PrEP + Tre + Houston Health Department

  • 1. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 A CASE STUDY A resource for changing the narrative and overcoming the negative stigma and campaign impact driven by inadequate health resources for historically marginalized communities. Presented to Marlene McNesee and Barry Barnes Regarding March 2017 PrEP Campaign ABLUEPRINTFORCHANGE MEANINGFUL ENGAGEMENT PrEPHOUSTON: AGUIDEFORBRAND TRANSFORMATION ANDINNOVATION TM tré The Definitive Voice
  • 2. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 engagement and impact WHATISYOURIMPACT? Howcan amore intentionalbrand better engage citizensand expand your audience? —Inacompetitivemarket,howcanyouimprove outreachanddobetter?
  • 3. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 CHANGE IS A PROCESS AND SUSTAINABLE SUCCESS IS A DELIBERATE STRATEGY. You can’t skip the steps. The process of identity development and brand innovation demands a combination of tech-savvy research, strategy, design excellence, self-reflection and project management skills. It requires an extraordinary amount of patience, an ability to synthesize vast amounts of information and an unwavering obsession with geting it right. Define Ideate Prototype Build Analyze DESIGNSTRATEGY MESSAGEENGAGEMENTDESIGN EXPERIENCEDESIGN DESIGNITERATION PRODUCTRESET(PIVOT)
  • 4. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 SUCCESS REQUIRESTHESE COREELEMENTS CURB-SIDE ENGAGEMENT (physical location and/or live events / touchpoints) MULTI-LINGUAL PROGRAM-FOCUSED LEXICON FLEXIBLE, ORGANIC VISUALLY COMPELLING INNOVATIVE AWARD-WINNING USER-DRIVEN TECHNOLOGICALLY PROGRESSIVE A B C D E
  • 5. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
  • 6. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03
  • 7. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 CASESTUDY NARRATIVE TRANSFORMATION AND BRANDING INNOVATION 3 EASYSTEPS COMMITTEDTOBUILDINGATRANSPARENTAND IMPACTFULPrEPCAMPAIGN
  • 8. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 ASSESS THE POSSIBILITIES Tré Media Group Engaged Millennials Founded in 2010 by Stephanie Coleman, owner of Neutral Grey Advertising, LLC./No Plan B, (neutralgrey.org) Tré is a digital and printed monthly lifestyle publication. Tré is the voice for a generation and a refreshing platform for expansion of diverse and innovative campaigns targeting the African-American marketplace. Tré is a proven platform for engagement and the only publication of it's kind in the Houston area. It is an effective vehicle to spotlight and events, people and editorial insight as well as a method to showcase innovative products and content to an intellectually engaged and fiscally available demographic. FINDINGS FINDINGS 11 Media Kit 2017 thetremag.com Go Beyond The Surface NESS ning nce ning files TNESS Gyms es wboys ons Y ities ion ory ness ns files en MAY ARTS + CULTURE Mother’s Day Everyday Heroes Historical Society Outdoor Guide JUNE EDUCATIoN + ENTERTAINMENT Tré Anniversary Issue Juneteenth Summer Pleasures Medical Profiles JULY ARTS + GoVERNMENT Summer Health Summer Dining Fire Fighters Parade AUGUST EDUCATIoN + CULTURE Best of Tré Schools Bridal/Celebrations Sports/Local Teams Back-to-School SEPTEMBER HEALTH + FAMILY Arts and Culture Travel/Home Garden Men’s Health Education oCToBER BUSINESS + AREA DoCToRS Women’s Health Home Garden Halloween Safety NoVEMBER PoLITICS + BUSINESS Historical Society Dining/Chef Profiles Entertaining Voting Issues/Trend DECEMBER RELIGIoN + GoVERNMENT Holiday Gift Guide Education Kwanzaa Winter Destinations * Calendar subject to change. Advertising: Ad Reservation: 10th of previous month Payments Due: 15th of previous month Editorial/Inserts: Due the 10th of previous month (for consideration) On Target TréMagazine TheDefinitiveVoice 3905DowlingStreet Houston,Texas77004 thetremag.com Contacts STEPHANIE CoLEMAN Cofounder/Advertising/ Strategic Partnerships scoleman@thetremag.com c: 713-882-4339 JEANNIE C. WILSoN Publisher/Cofounder jcoleman@thetremag.com c: 281-513-6660 3905 Dowling Street Houston, Texas 77004 www.thetremag.com f: 713-522-7862 twitter: @thetremag.com facebook.com/thetremag Circulation is very precise and targeted, with a base of 15,000 core readers and a pass-a-long rate of 50,000 every month. Tré is the number one source for the culturally engaged Houstonian and speaks to the heart of the cultural marketplace. Tré celebrates the independent and discerning reader and addresses the issues that matter most to women; their families and communities. By acknowledging the historical role of women of color in shaping their legacy, Tré empowers it readers to celebrate their spirit, their journey and their life. 85PERCENT of all BRAND PURCHASES are made by WOMENWomen-Drivers.com, 2010 (via M2W.biz) Editorial Calendar Historically, women of color are key decision makers regarding education, religion or household purchases such as autos, travel, education and health care. tréTM African-American Women Tech-Savvy In the 2016 Nielsen African-American report, black millennials are being described as leading digital advancement. They are tech-savvy, socially and civically engaged and driving social change. What is the historic ROI for African American media? Where can your investment have the greatest market impact?
  • 9. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 HIV/AIDS among African Americans is an epidemic In 2014, 44 percent of estimated new HIV diagnoses in the US were among African Americans, who comprise just 12 percent of the US population. In the South, African Americans account for almost 60 percent of all people living with an HIV diagnosis, and African American women accounted for 66 percent of new cases of HIV among women. FINDINGS
  • 10. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 CLARIFY THE STRATEGY 22 What are the current best practices for African American engagement via media? How can you facilitate critical conversations and maximize impact?
  • 11. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com letstalkaboutprep.com Having Sex?#LetsTalkAboutPrEP Did you know? 87% of Black women newly infected with HIV were infected through heterosexual sex. 1 in 32Black women in the U.S. will be infected with HIV in her lifetime. PrEP can reduce your risk of HIV infection by more than 90%. Protect yourself from HIV infection! PrEP yourself with these simple steps: • Get tested • Take one pill each day • Use condoms always • Take charge of your sexual health to stay HIV negative PrEP is part of your HIV prevention toolkit that includes getting tested and being aware of your sexual health. letstalkaboutprep.com Having Sex?#LetsTalkAboutPrEP Did you know? 87% of Black women newly infected with HIV were infected through heterosexual sex. 1 in 32Black women in the U.S. will be infected with HIV in her lifetime. PrEP can reduce your risk of HIV infection by more than 90%. Protect yourself from HIV infection! PrEP yourself with these simple steps: • Get tested • Take one pill each day • Use condoms always • Take charge of your sexual health to stay HIV negative PrEP is part of your HIV prevention toolkit that includes getting tested and being aware of your sexual health. Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com Having Sex?#Let’sTalkAboutPrEP GET TESTEDPROTECT YOURSELF FROM HIV INFECTION! Take One Pill Each Day Use Condoms Always Take Chargeof your sexual health to stay HIV negative 2 3 4 Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com Bureau of HIV/STD and Viral Hepatitis Prevention As Seen in Tré Magazine MARCH 2017 www.houstonhealth.org 22 | thetremag.com IT CAN BE AWKWARD! When is the last timeyou were tested or asked your partner to see their test results? Yeah, you’re right it can be awkward sometimes, but try toapproach the situationwith confidence. Chances are if you’reconfident and bring itup without judgment,your partner will beopen to the discussion. Who knows, they may be just as worried as you to bring it up. Remember, nearly everyone who ishaving sex will have this conversation at somepoint, and the soonerthe better. Here aresome tips that may behelpful in having these conversations: DON’T WAIT until theheat of the moment tostart talking about HIV. It’s better to talk about it earlier rather thanlater—certainly beforeyou have sex.Some men who areliving with HIV have suggested that it helps to talk about theirstatus earlier in therelationship rather thanlater. Disclosing you are HIV-positive after you’ve become close to someone can cause your partner to loose trust and feelas though you have kept something importantfrom him/her. If you’re looking for a way to start talking, show this article. Watch the videos together, share the online links and use it as a way to start the conversation. Approaching theconversation this waydoesn’t make it sound like you don’t trust him/her, but rather you’ve been BELOW Et magnatu sanihilest, ut aut quosendust, nullaccaturiculliquam lam eaquunt, nihicate sus. It is always time to have the talk. Worried about how your new or existing partner is going to react? You’re not alone, many couples have those fears. Yet, Black women continue to be far more affected by HIV than women of other races/ ethnicities and 87% of Black women with HIV were infected through heterosexual contact. #LET’S TALKABOUT PrEP 21xIn 2014 the rate of new HIV diagnoses for black women in Houston/Harris County was 21 times that of white women and 6 times that of Hispanic women. , THETREMAG.COM AND... OVERCOME THE STIGMA. Learn to reduce stress and elevate the dialogue around mental health. , PLUS+ A WORD WITH FIRST DAUGHTER ASHLEY P. TURNER Taking Flight JOBS STEM OPPORTUNITIES A new perspective for a new generation. Explore the possibilities and create a long-term plan for success. Want to start a new career in the field of aviation? Learn the steps to a rewarding life within the aerospace technology industry. You can explore the possibilities and travel the world. TM tré Th e De fin itiv e Vo ice 30 thetremag.com | 21 CANWE TALKABOUT SEX?It is important to have conversations with your partner about safer sex and healthy relationships, but that can be a lot easier said than done. Protect yourself from HIV infection. NEW OPTIONS! #GetTested Having Sex?#Let’sTalkAboutPrEP Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com Get Tested Take One Pill Each Day Use Condoms Always Take Chargeof your sexual health to stay HIV negative 1 2 3 4 Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com Bureau of HIV/STD and Viral Hepatitis Prevention thetremag.com | 23 Tacanbetheperf lectf koreplay.ConversationStarter#1:“Before we take things to the next level, I think we should get tested for HIV. No matter the results, at least we’ll know how to keep each other safe and healthy.” ConversationStarter#2:“If we’re going to have sex, we should use condoms.” ConversationStarter#3: “I really like you, and like where this is going, but before we go any further, there’s something I want to tell you. I’m HIV-positive.” ConversationStarter#4: “I got tested for HIV and other stuff the first time about a year ago, have you ever been tested?” ConversationStarter#5:“Can we talk about sex? Safer sex is really important to me.“ ConversationStarter#6:“You should know that for anal sex, condoms are non-negotiable for me. Are you ok with that?”ConversationStarter#7:“So we haven’t really talked about it, but can we agree that when the time comes, we’ll use condoms to keep each other safe?” reading about it, heardabout it, were talking toa friend who brought it up, etc., and because you care, you want to make sureyou’re both protected. DON’T FORCE IT.Find the right timeand place to have aconversation. You canschedule a time to talkor be spontaneous in asetting where you areboth comfortable. TRY SCHEDULINGregular check-ins, or‘talkiversaries.’ The key to a healthy relationship is having an open dialogue throughout the relationship. It can be hard to find the right time to bring thesethings up. If you agree toschedule them in advance, no one has to wonderabout the timing of theconversations. A talk doesn’t have to beface-to-face. If you talk, type, or text what isimportant is that you start the conversation about HIV. Now, check out theconversation starters and the role PrEP can play in your overall sexual health.WHAT IS PREP?PrEP, short for pre-exposure prophylaxis, is a safe and effective way to prevent HIV infection.PrEP only works if you are HIV negative! HOW DOES PREP WORK? PrEP works by following four simple steps: 1 GETTING TESTED 2 TAKING ONE PILLeach day to keep HIV from reproducing in your body 3 USING CONDOMS always 4 TAKING CHARGE of your sexual health to stay HIV negative PrEP is a piece of thepuzzle and part of yourHIV prevention toolkit that includes knowing yourstatus and being aware of your sexual health. Check in on your health, use these FREE resources WWW.BWHI.ORG/PREP/PREP/ WWW.HOUSTONHEALTH.ORG Safer-Sex ChatCheat Sheet Get the facts and tips on how to start the conversation at cdc.gov/StartTalking. /StartTalkingHIV @TalkHIV @ActAgainstAIDS thetremag.com | 21 CANWE TALKABOUT SEX?It is important to have conversations with your partner about safer sex and healthy relationships, but that can be a lot easier said than done. continued Having Sex? #Let’sTalkAboutPrEP www.houstonhealth.org
  • 12. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 CREATE GENUINE TOUCHPOINTS 33 What event-based experiences can be curated to best engage? How can you leverage tailord tech- innovation as a way to achieve your goal? 1 2 letstalkaboutprep.comHaving Sex?#Let’sTalkAboutPrEP Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com thetremag.com | 1716 | thetremag.com BUILDING A HEALTHY HOUSTONHouston has an amazing and rich lineage. It is ‘Space City’ and home of transformation, innovation and trailblazers. Unfortunately, it has struggled with the concept of protecting, preserving and celebrating it’s most treasured possesion; its health. Until now... M arlene McNeese currently serves as the Bureau Chief for the Bureau of HIV/STD Viral Hepatitis Prevention for the Houston Health Department. The HIV Prevention Program provides Health Education/ Risk Reduction, HIV Counseling and Testing, Public Health Information, and Prevention Case Management services. The HIV Program also facilitates the Houston HIV Prevention Community Planning Group, which recommends priority populations and interventions for those residents at highest risk for new HIV infection. Ms. McNeese has gained special expertise in the human service field since moving to Houston in 1992, assisting in the program development of four large start-up treatment programs for community based organizations and correctional facilitates addressing men and women with issues of chemical dependency, HIV/AIDS, mental health, and post incarceration syndrome. Ms. McNeese also has extensive leadership experience with local and national Advisory Councils and Boards, and served as Chairperson of the Houston Area Ryan White Planning Council, and currently serves on the board of the Black AIDS Institute. 22 | thetremag.com IT CAN BE AWKWARD! When is the last time you were tested or asked your partner to see their test results? Yeah, you’re right it can be awkward sometimes, but try to approach the situation with confidence. Chances are if you’re confident and bring it up without judgment, your partner will be open to the discussion. Who knows, they may be just as worried as you to bring it up. Remember, nearly everyone who is having sex will have this conversation at some point, and the sooner the better. Here are some tips that may be helpful in having these conversations: DON’T WAIT until the heat of the moment to start talking about HIV. It’s better to talk about it earlier rather than later—certainly before you have sex. Some men who are living with HIV have suggested that it helps to talk about their status earlier in the relationship rather than later. Disclosing you are HIV-positive after you’ve become close to someone can cause your partner to loose trust and feel as though you have kept something important from him/her. If you’re looking for a way to start talking, show this article. Watch the videos together, share the online links and use it as a way to start the conversation. Approaching the conversation this way doesn’t make it sound like you don’t trust him/her, but rather you’ve been BELOW Et magnatu sanihil est, ut aut quos endust, nullaccaturi culliquam lam ea quunt, nihicate sus. It is always time to have the talk. Worried about how your new or existing partner is going to react? You’re not alone, many couples have those fears. Yet, Black women continue to be far more affected by HIV than women of other races/ ethnicities and 87% of Black women with HIV were infected through heterosexual contact. #LET’S TALK ABOUT PrEP 21xIn 2014 the rate of new HIV diagnoses for black women in Houston/Harris County was 21 times that of white women and 6 times that of Hispanic women. thetremag.com | 23 Tacanbetheperf lectf koreplay. ConversationStarter#1: “Before we take things to the next level, I think we should get tested for HIV. No matter the results, at least we’ll know how to keep each other safe and healthy.” ConversationStarter#2: “If we’re going to have sex, we should use condoms.” ConversationStarter#3: “I really like you, and like where this is going, but before we go any further, there’s something I want to tell you. I’m HIV-positive.” ConversationStarter#4: “I got tested for HIV and other stuff the first time about a year ago, have you ever been tested?” ConversationStarter#5: “Can we talk about sex? Safer sex is really important to me.“ ConversationStarter#6: “You should know that for anal sex, condoms are non-negotiable for me. Are you ok with that?” ConversationStarter#7: “So we haven’t really talked about it, but can we agree that when the time comes, we’ll use condoms to keep each other safe?” reading about it, heard about it, were talking to a friend who brought it up, etc., and because you care, you want to make sure you’re both protected. DON’T FORCE IT. Find the right time and place to have a conversation. You can schedule a time to talk or be spontaneous in a setting where you are both comfortable. TRY SCHEDULING regular check-ins, or ‘talkiversaries.’ The key to a healthy relationship is having an open dialogue throughout the relationship. It can be hard to find the right time to bring these things up. If you agree to schedule them in advance, no one has to wonder about the timing of the conversations. A talk doesn’t have to be face-to-face. If you talk, type, or text what is important is that you start the conversation about HIV. Now, check out the conversation starters and the role PrEP can play in your overall sexual health. WHAT IS PREP? PrEP, short for pre- exposure prophylaxis, is a safe and effective way to prevent HIV infection. PrEP only works if you are HIV negative! HOW DOES PREP WORK? PrEP works by following four simple steps: 1 GETTING TESTED 2 TAKING ONE PILL each day to keep HIV from reproducing in your body 3 USING CONDOMS always 4 TAKING CHARGE of your sexual health to stay HIV negative PrEP is a piece of the puzzle and part of your HIV prevention toolkit that includes knowing your status and being aware of your sexual health. Check in on your health, use these FREE resources WWW.BWHI.ORG/PREP/PREP/ WWW.HOUSTONHEALTH.ORG Safer-Sex Chat Cheat Sheet Get the facts and tips on how to start the conversation at cdc.gov/StartTalking. /StartTalkingHIV @TalkHIV @ActAgainstAIDS thetremag.com | 21 CANWE TALKABOUT SEX?It is important to have conversations with your partner about safer sex and healthy relationships, but that can be a lot easier said than done.
  • 13. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 16% 17% 19% $100,000+ $70,000 – $99,000 ALL INCOMES NON-HISPANIC WHITEAFRICAN-AMERICAN 18% 19% 20% BRAND LOYALTY Discriminating higher-income African-Americans will pay for the best quality when making purchases. In fact, African-Americans earning $100,000+ say they will pay extra for a product that is consistent with an image they want to convey—a sentiment that is 34% higher than non- Hispanic Whites. At the same time, African-Americans buy store brand products at a lower rate than non-Hispanic Whites of similar income levels, and the gap gets larger as income levels rise. Source: Nielsen Homescan, 52 Weeks ending December 29, 2013 - December 27, 2014 STORE BRAND % OF TOTAL ANNUAL EXPENDITURES BLACK VS. NON-HISPANIC WHITE BY HOUSEHOLD INCOME LEVELS 16% 17% 19% $100,000+ $70,000 – $99,000 ALL INCOMES 18% 19% 20% BRAND LOYALTY Discriminating higher-income African-Americans will pay for the best quality when making purchases. In fact, African-Americans earning $100,000+ say they will pay extra for a product that is consistent with an image they want to convey—a sentiment that is 34% higher than non- Hispanic Whites. At the same time, African-Americans buy store brand products at a lower rate than non-Hispanic Whites of similar income levels, and the gap gets larger as income levels rise. STORE BRAND % OF TOTAL ANNUAL EXPENDITURES BLACK VS. NON-HISPANIC WHITE BY HOUSEHOLD INCOME LEVELS Having Sex?#LetsTalkAboutPrEP
  • 14. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 HELLO MAYAH...
  • 15. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 MEETMAYAH.. SHE ISAYOUNGVISIONARY WHO HOPESFORAHEALTHIERLIFE, EDUCATIONFUTURE...BUT,SHEHASTHESAMEPROBLEMTHATWEALLHAVE....
  • 16. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 MAYAHIS... INNEEDOFGUIDANCE ANDINSPIRATIONTOHELPACCESS, UNDERSTAND AND SUCCESFULLYUTILIZE AVAILABLE SERVICES, NAVIGATELIFESTYLEOPTIONS ANDLIVE LIFE ON HERTERMS.
  • 17. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 MAYAHNEEDS... ANINNOVATIVE, VALUE-ADDED EXPERIENCE ANDA SUSTAINABLE RELATIONSHIP
  • 18. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 TIMELY AND SCALABLE IMPACT What is the expansive approach to brand loyalty and trust? What is the value- added messaging and long-term strategy to remain relevant? Having Sex? #Let’sTalkAboutPrEP #L letstalkaboutprep.com
  • 19. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 LIFE-CYCLE RESOURCES Ritia sequa? Ignist, serovid ulparum fuga. Itaeritatem cus aritatum renis autet CAREER PATHWAYS Ritia sequam sitatur? Ignist, serovid ulparum fuga aritatum renis autet ACADEMIC PARTNERSHIP Ritia sequam sitatur? Ignist, serovid ulparum fuga aritatum renis autet HANDS-ON TANGIBLE TACTILERitia sequam sitatur? Ignist, serovid ulparum fuga. Itaeritatem cus aritatum KNOWLEDGE EXCHANGE Pulparum fuga. Itaeritatem cus aritatum renis aute Equam hilibuscia sum alitatur? EXPERIENTIAL Ritia sequam sitatur? Ignist, serovid renis aute Equam hilibuscia sum alitatur? ON DEMAND Ritia sequam sitatur? Ignist, serovid renis aute Equam hilibuscia sum alitatur? NON-TRADITIONAL MEDIA Ritia sequam sitatur? Ignist, serovid renis aute Equam hilibuscia sum alitatur? DIGITAL MEDIA Ritia sequam sitatur? Ignist, serovid renis aute Equam hilibuscia sum alitatur? ENGAGE + EDUCATE + EMPOWER — We are here to build viable academic and career pathways together. By utilizing sophisticated commercial marketing techniques combined with native and cultural insight and the experiential marketing principles of product, price, place, and promotion, we can formulate the cultural strategies and multi-touchpoint tactics that ensure success. 01. ENGAGE 02. EDUCATE 03. EMPOWER Having Sex?#Let’sTalkAboutPrEP NICHE EVENTS #Let’sTalkAboutPrEP
  • 20. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 EXPANDING THE CAMPAIGN What is the best strategy for narrative expansion? How can you leverage momentum to increase consumer loyalty and drive measurable impact in the marketplace?
  • 21. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 Having Sex?#Let’sTalkAboutPrEP Having Sex? #Let’sTalkAboutPrEP Having Sex?#LetsTalkAboutPrEP outprep.com Having Sex?#LetsTalkAboutPrEP letstalkaboutprep.com Having Sex?#Let’sTalkAboutPrEP Having Sex?#Let’sTalkAboutPrEP HavingSex?#Let’sTalkAboutPrEP
  • 22. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 CULTURALBRANDDEVELOPMENT WHOWEARE CREATING TRANSFERABLE INNOVATION THROUGH BRAND ”Branding is the easy part, the essential measure of disruptive design is to create solutions which communicate a narrative that transcends space and time.” —StephanieColeman,NOPLANBFounder/VPSocialDisruptionBrandInnovation
  • 23. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: Houston Health Department 161209.v03 STEPHANIECOLEMAN Founder of NO PLAN B, Stephanie Coleman creates the movement before the trend. NO PLAN B is a young and passionate social innovation, marketing and brand transformation team that leverages on-demand media to create strategic initiatives that disrupts, maximizes and transforms user engagement and response in the digital age. Design Developing clear and effective communication solutions is critical. Messages that sustain meaningful ‘touch’are based on a design-driven approach that aims to develop a clear understanding of both user perspective(s) and specific outreach objectives in order to ensure that valuable ideas and measurable solutions are brought to the table. Development Design, user-realtionship and strategic messaging helps businesses clarify and realize their vision, enhance their products and services, and serve their clients better. It is essential to develop tech-savvy, discerning, results-driven and research-based solutions that are both engaging and tailored to the unique interest of the demographic and specific outreach campaign. Transformation More than a single message, logo or catchphrase, the brand is the platform on which the motivation behind the organizations work may be articulated and the significance of its work may be appreciated. ENGAGEMENT BRAND INNOVATION
  • 24. 347.687.3624 | thetremag@gmail.com | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: HHD + PrEP + Marlene McNese 161209.v03 THANK YOU! QUESTIONS? STEPHANIE COLEMAN SOCIAL DISRUPTOR | BRAND STRATEGIST | BEHAVIOR ARCHITECT | NEW MEDIA DEVELOPMENT | CULTURAL CURATOR | INNOVATOR 347-687-3624 THETREMAG@GMAIL.COM