This document contains a proposal from tré Media Group for the City of Houston Office of Cultural Affairs. It recommends a campaign called "#InSpiteOf" to change negative narratives and address economic impacts from lack of opportunities in historically marginalized communities. The proposal outlines engagement strategies like community events, an education legacy campaign, and developing a resource guide. It discusses challenges like unemployment among youth of color and health disparities. The goal is to facilitate critical conversations, provide sustainable career resources and pathways, and empower communities through non-traditional media and digital strategies.

1. 347.687.3624 | thetremag@gmail.com | © Stephanie Coleman | CONFIDENTIAL | Proposal for COH, Office of Mayor Turner, Council & Controller 160916.
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PRESENTED TO
COH OFFICEOF
CULTURALAFFAIRS
CELEBRATING
LEGACYAND
CULTURE
RECOMMENDATION AND CAMPAIGN:
#INSPITEOF#VILLAGEBYVILLAGE
AGUIDETOCHANGINGTHENARRATIVEAND
OVERCOMINGTHENEGATIVEECONOMICIMPACT
DRIVENBYINADEQUATEOPPORTUNITIESFOR
HISTORICALLYMARGINALIZEDCOMMUNITIES.

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ENGAGEMENT AND IMPACT
BRANDIMPACT
WHATISTHENEGATIVE,
ECONOMICIMPACTCAUSED
BYFAILEDENGAGEMENTOF
BLACKHOUSTON?
WHATDOESTHEFUTUREHOLD?HOWDOGLOBALPARTNERSANDGROWINGCOMMUNITIES
PERCEIVEHISTORICALLYDISENFRANCHISEDHOUSTONIANS?
HOWCANYOUDOBETTER?

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THECHALLENGEFORMILLENNIALS
More than 50%of Houston’s
youth aged 10-24 years are
Hispanic and a quarter are Black.
out of school suspension
rates for serious offenses are
2x higher among black
MALE YOUTHcompared to white male youth.
hispanic males were almost
3x more likely to be
UNINSUREDthan white males.
BLACK MALES ARE
7xmore likely to have an
encounter with law
enforcement than white males.
According to the 2015 national youth
unemployment figures, nearly 1 in 5 teens
who want to workdon’t have jobs.

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ENGAGEMENT AND IMPACT
THESYSTEMISFLAWED.
OURSTUDENTS
STRUGGLEANDFUTURE
EMPLOYERSWILL
SUFFER...BUTTHEREISHOPE.
THESUCCESSFULSOLUTIONFOCUSESLESSONWHOCREATEDTHEPROBLEMAND
ISPOWEREDBYMOBILIZINGTHEPEOPLEWHONEEDTHERESOURCESANDSUPPORT.
HOUSTONHASTHECAPACITYANDOPPORTUNITYTODOBETTER.

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BUILDINGAHEALTHYCITY
ANDASUSTAINABLEFUTURE
#INSPITEOF...
“We should not
fear the future,
but shape it.”
-President Barack Obama
THE POWER OF ONE.
As a cultural disruptor and social innovation specialist,
I am well versed in narrative change and message curation.
Professionally, I have a background in the healthcare, media,
advertising, sponsorship, education, publishing and direct
marketing industries. Personally, I’m a Houstonian, mother,
daughter, sister, aunt, mentor, and friend to BYMOC. In addition
to proven technical capacity, I have an unwavering idealism and
strategically harnessed commitment that transcends job titles
and permeates all avenues of dedication to the historic challenges
and future success for BYMOC.
THE POWER OF THE VILLAGE.
We have an opportunity to empower youth to facilitate change in
spite of the institutional barriers through the use of innovation.
African-Americans and BYMOC rely on the ‘digital village’ and
technology must be positioned as the driving force of their narrative.
THE POWER OF NOW.
BYMOC can change the paradigm. I hope, that together, we can
build the vehicle that BYMOC use to transform this nation.
Kindly,
StephanieColeman
Stephanie Coleman | 347-687-3624 | thetremag@gmail.com
THE POWER OF HOPE
What is your legacy? How might one person drive the long-term prosperity for
all Houstonians? Can one develop measurable change and positive life outcomes
for African-Americans? Moreover, how can one individual create a sustainable
model through the life-course of boys and young men of color (BYMOC) that can
be the blueprint for the nation? Fortunately, it is only impossible until it is done...

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UNIFIED MESSAGING STRATEGIES
OBSTACLES&OPPORTUNITIES
WHATISREQUIREDTOENGAGE
MILLENNIALS&OVERCOMEBARRIERS?HOWCANYOUUTILIZE’TECH-INNOVATION’ASAWAYTOACHIEVEMAXIMUMOUTREACHANDBRANDVALUE!

7. HELLO
MICHAEL...

8. MEETMICHAEL...
HEISAGOODKIDWHO
HOPESFORABETTERLIFE,
EDUCATION&FUTURE...BUT,HEHASTHESAMEPROBLEMTHATWEALLHAVE....

9. MICHAEL IS...
INNEEDOFGUIDANCE
TOHELPACCESS,UNDERSTAND,ANDSUCCESFULLYUTILIZEAVAILABLESERVICES,
NAVIGATEEDUCATIONALOPTIONSANDUNDERSTANDTHEREQUIREDINFORMATION.

10. MICHAELNEEDS...
ACCESSANDDIRECTION
TOOVERCOMETHEBARRIERSANDOBSTACLES.HENEEDSHELPINORDERTOSUCCESSFULLYNAVIGATE
HOUSTON’SVASTPARTNERSHIPS,OPPORTUNITIES,INITIATIVESANDRESOURCES...

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BEYOND THE NUMBERS
REMAININGRELEVANT
HOWDOYOU
MEASURESUCCESS?
COMMITTEDTOBUILDINGATRANSPARENT, ENGAGINGANDIMPACTFULBRANDFORTHECITYOFHOUSTON

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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

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WHERE DO WE START?
PHASE1:
TRANSFORMING
BLACKHOUSTON’SNARRATIVE
5
EASYSTEPS

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1STEP ONE
UNIFY
Logo
&Brand
Usage

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2STEP TWO
REFRESH
Message
&Print
Usage

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CityofHouston
CityofHouston3STEP THREE
BUILD
Tech
&Digital
Usage

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4STEP FOUR
ENGAGE
Signs
&Promo
Usage

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5STEP FIVE
RELATE
Message
&Media
Usage

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BEYOND THE NUMBERS
DEFININGTHEFATEOFHOUSTON’SECONOMY
RECOMMENDATIONSTO
INCREASEOPPORTUNITYAND
DECREASEPOVERTYINHOUSTON?

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PROVIDESUSTAINABLESOLUTIONS
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
“Opportunities exist for underrepresented
minorities to take jobs in the energy field. We
just need to make sure they’re aware of it and
prepared to take advantage of it. More than
50 percent of energy companies have labor
shortages and the sector is ’struggling’ with
solutions.”
JohnWatson
ChevronCorp.(NYSE:CVX)ChairmanandCEO
Jordan Blum, Reporter- Houston Business Journal

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FACILITATECRITICALCONVERSATIONS
ENGAGE
—
MEDIA ELEVATE YOUTH VOICES
Education is most relevent if it forsters social
and economic prosperity. In partnership with
industy leaders and future employers, institutions
are able to create career-focused curriculum.
CAREER RESOURCE
Student achievement extends beyond the
classroom. Knowing how to navigate the course
selection and gaining the proper insight for
employment is essential.
LIFE-CYCLE RESOURCES
Sustainablility and practical knowledge are the
ultimate goal. Helping students through adulthood
and the life-course is key; career work/life balance,
tips and encouragement.
EDUCATION
NEWS
GUIDE
RESOURCES
Positive Pathways
THE PROGRAM APPROACH IS
EFFECTIVE BECAUSE AMBASSADORS
DO NOT SIMPLY TELL THEIR PEERS;
RATHER, THEY ENGAGE COLLECTIVELY
ALONG WITH THE PARTICIPANTS
SERVED BY THE PROGRAM.
In the proposed program, students
work together to overcome initial
barriers to environmental (not behavior)
change and establish social support
networks which may be critical to
long-term maintenance of career,
lifestyle and behavior changes.
CAREER
LIFESTYLES

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EDUCATE
—
MESSAGE EXPERIENTIAL
Students require consistent, rigorous, relevant and
relationship-based STEM curriculum. (lectures,
field-trips, hands-on exposure)
KNOWLEDGE EXCHANGE
Support engagement that meets student where they
are via website, mobile app and online resources
that are tailored and available 24 hours.
HANDS-ON & TANGIBLE
Provide consistent face-to-face ‘check-in’
opportunities as well as engagement of stakeholders
to provide student resources regarding education,
health and career.
EVENTS
NEWS
GUIDE
RESOURCES
SMART TALKS
CELEBRATING THE HISTORIC
ACHIEVEMENTS OF AFRICAN
AMERICAN AND LATINO VISIONARIES
AND INSPIRING THE NEXT
GENERATION OF STEM INNOVATORS
The student-focused lecture series
is a hands-on event that identifies
outstanding STEM professionals who
are making exceptional achievements
and contributions to local, state,
regional, national and international
affairs.
INDUSTRY
INSIGHT
& CAREER
PATHWAYS CULTURAL
LEGACY
PROMOTEWORKFORCEDEVELOPMENT

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EMPOWER
—
MONEY GO VIRAL!
Houstonians, Millennials and tourist use new
platforms constantly. Meet them where they are and
connect with daily online content in a memorable
and shareable way.
NON-TRADITIONAL OUTLETS
Monthly gatherings and targeted touchpoints unite
community and build a support network around
the student, their family and their peers.
SPENDING POWER
Meet, expand and recruit Ambassadors in order
to expand the network. Utilize mobile app, push
notifications and updates to remain relevant.
HEALTH
NEWS
GUIDE
RESOURCES
DEFINITIVE VOICE.
WE SPEAK THE LANGUAGE OF A NEW
GENERATION AND UNDERSTAND
THEIR VISION AND JOURNEY.
Tourism drives the economy and in
order to navigate Houston a digital
and printed lifestyle experience
serving the ambitious, tech-saavy,
Urban Reader is required. A cultural
tourism platform is a refreshing
vehicle for economic expansion and is
positioned to be an effective vehicle
to spotlight topics that disrupt the
normal and inspire change.
GUIDE TO
BLACK
HOUSTON LOCAL/
GRASS-ROOT
DEVELOPCULTURALTOURISMGUIDES

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AT-A-GLANCE
Theengagementstrategyandprogramelementsinclude(butnot
limitedto)thefollowing:
• Celebration:PrimeMediaShowcase:FeaturedProfiles,Premium
OnlineEditorial,SocialMediaBlitz,EventHighlights
• Engagement:FacetoFaceEducationAndTrainingEvents(Forum,
Student/Community-CenteredLecture,YouthAward)
• Education:HistoricLegacyCampaign:PromotionalPushAnd
CulturallyReleventPrizes,PromoContest
• Healing:OriginsofExcellencetm
IncorporatingOralHistory
NarrativesToConnectStudentsToJourneyPastAndPresent
• Access/Transformation:ResourceGuidetoOpportunity:Highlight
BusinessPartners,CareerPathwaysAndTraining
• PolicyChangeandRecomendations
AMILLENNIALDRIVEN
MODELFORSUCCESS
OVERVIEW:GOALSANDPRIORITIES

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01 02 03 04 05 06 07 08 09 10 11 12
JANUARY: FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
ISSUE HIGHLIGHTS
FAITH &
BUSINESS
HEALTH &
FITNESS
INNOVATION &
TECH
EDUCATION &
HOME
ARTS &
CULTURE
EDUCATION &
ENTERTAINMENT
ARTS &
GOVERNMENT
EDUCATION &
CULTURE
HEALTH &
COMMUNITY
BUSINESS &
DOCTOR
FAMILY &
BUSINESS
FAITH & POLITICS
THEME TOPICS
Financial Planning
Love & Romance
Financial Planning
Education Profiles
Fitness +
Healthcare
Medical Profiles
Rodeo and
Cowboys
Mental Wellness
Careers in Energy
Professional
Profiles
Science + Students
GoGreen Insights
Spring Fashions
Automotive
Education Profiles
Home & Garden
Mother’s Day
Everyday Heroes
Historical Society
Outdoor Guide
Tré Anniversary
Junteenth
Summer Pleasures
Medical Profiles
Summer Health
Summer Dining
Guide/Chef
Profiles
Fire Fighters
Parade
Best of Education
Celebrations
Sports & Fitness
Back to School
Arts & Culture
Travel Insights
Home & Garden
Men’s Health
Education Profile
Women’s Health
Home & Garden
Halloween Safety
Holiday Insight
Veterans Profiles
Historical Society
Dining/Chef
Profiles
Entertaining
Voting Issues/
Trend
Holiday Gift Guide
Education
Kwanzaa
Winter
Destinations
MEDIA FOCUS twitter, +1 snapchat, +1 google+, +1 facebook, +1 ifunny, +1 youtube, +1 twitter, +1 twitter, +1 twitter, +1 twitter, +1 twitter, +1 twitter, +1
ENGAGEMENT FILM (3RD SAT) FITNESS: (3RD SAT.) MIXER: (3RD SAT.) FORUM: (3RD SAT.) FAMILY: (3RD SAT.)
AWARD/SHOWCASE:
(3RD SAT.)
FILM (3RD SAT) FITNESS: (3RD SAT.) MIXER: (3RD SAT.) FORUM: (3RD SAT.) FAMILY: (3RD SAT.)
AWARD/SHOWCASE:
(3RD SAT.)
COMMUNITY
EDUCATION
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
SMART TALK (3RD FR)
STEM Initiative
GIVEAWAYS
NATIONAL
LIVE STREAMING
TIMELINEANDSCALABLEIMPACT

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NEXT STEPS
QUESTIONS?
THANK
YOU!
STEPHANIECOLEMAN
SOCIALDISRUPTOR|BRANDSTRATEGIST
|BEHAVIORARCHITECT|NEWMEDIA
DEVELOPMENT|CONSULTANT
347-687-3624THETREMAG@GMAIL.COM

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HOW WILL YOU BE REMEMBERED AND WHAT IS YOUR IMPACT?
DEFININGYOURLEGACY
IFNOTYOU,THENWHO...
IFNOTNOW,THENWHEN?THISISTHEOPPORTUNITYTOPOSITIONHOUSTONANDLEADTHENATION!
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