Walking through the Clinton Hill Section of Brooklyn NY the epicenter of diversity, you can’t but help become enchanted by the beautiful historic brownstones, the bustling sound of commerce coming from the landmark rustic storefronts on Dekalb and Myrtle avenues and the people of all colors walking along the streets.

In the middle of this diverse landscape you’ll find the small manicured campus of St. Joseph’s College.  Since 1916, the institution has remained dedicated to upholding a strict standard of excellence as evidenced by its recognition by U.S. News & World Report’s as one of “America’s Best Colleges” eight years in a row. St. Joseph’s students treasure the opportunity to get a quality and affordable private school education, in an intimate setting while still having access to everything Brooklyn and New York City has to offer.

So why was this great institution with so much to offer in one of the most diverse cities in the world, struggling to recruit a diverse student body? Although St. Josephs has extensive marketing efforts they were failing to communicate with prospective ethnic students thereby missing an opportunity to provide a n alternative for overcrowded City University of New York (CUNY) schools or the more distant State University of New York (SUNY) colleges upstate.

Last Fall, St. Joseph’s partnered with Highbrid Outdoor on a customized strategy designed to target a more diversified prospective student population using Highbrid’s Moving Marketing Experience model. In introducing St. Joseph’s to their own neighbors it was important to not only establish the St. Joseph’s brand in the minds of the target audience, but also engage the audience in conversation in order to disseminate detailed information about St’ Joe’s and why a prospective parent or student should choose them over the literally hundreds over other choices in the area.

Using Highbrid Outdoor’s Commuter Van medium, the campaign which was largely concentrated in Brooklyn, focused on a detailed presentation of the St. Josephs experience using a multimedia presentation supported by direct response and other literature pieces made available to the captive passengers on the vehicle’s interior.

Highbrid first identified and carefully selected specific territories designed to target ethnic groups that St. Joseph’s felt it was important to reach in order to broaden diversity amongst its student population. This included African, Caribbean, and Asian Americans, with a second level of emphasis put on the Hispanic population.

Using the Interior of commuter vans to reach the thousands who ride them for almost an hour everyday gave St. Josephs the opportunity to disseminate detailed information about the school in a comfortable environment, where the message could be effectively digested.

St. Joseph’s image of power and a sense of pride was illustrated in the very clean exterior layout design.  The copy was bold yet simple,   “I am a Future Leader”, “I am a Role model.”  In conveying the message, the accompanying imagery communicated that St. Joseph’s wasn’t just a place to get a degree, but a place to change your life for the better. This message was designed to appeal to the sense of national pride enjoyed by the target audience’s migrant population in pursuit of the “American Dream”

Once the campaign was launched a measured response was observed immediately.  The schools administration was delighted by the feedback received about the “St. Joseph’s College Vans” from current and past students, faculty, and neighborhood leaders. In 8 short weeks St. Josephs and Highbrid Outdoor were able to effective initiate a  brand relationship and garner measurable recognition from the target audience.  St.  Joseph’s has since taken this momentum and transitioned it into higher enrollment for ethnic students.

Highbrid is currently working with the school on outreach initiatives that will mirror the communities targeted by the commuter van campaign.  The new partnership will likely give St. Joseph’s access to high school and enable a direct dialog with their prospective consumer. This recruitment model developed by Highbrid is self sustaining and can be used for almost any college or university in the tri-state area or throughout the nation that are interested in recruiting students in New York City.  If you’re interested in learning more about this recruitment model or the success of the St. Joeseph’s campaign please see your Highbrid representative for a case study.

Western Union the premier money transfer company in the world geared up for the holidays  with a strategy to rejuvenate their global remittance business. The U.S. migrants population has always comprised a key customer group for Western Union.  As a result of recent jobs loss trends, many of these customers are returning home or living on smaller paychecks and thus transferring money less frequently.

The company’s revenue dropped nearly 5% to $1.31 billion in the third-quarter of 2009 over the same period in 2008, due to a 10% decline in global remittances in 09. Western Union’s profit, in the third quarter, fell to $181 million from $241 million.

In response Western Union launched its holiday special “Can You Send More Holiday Cheer and Save 40%” campaign.  The largely out-of-home campaign targeted New York City’s Caribbean American population, specifically Haitian-American & Haitian immigrant using Highbrid Outdoor, Inc., the Commuter Van Industry’s exclusive marketing agent.

Highbrid’s commuter vans were fully branded on the exterior with copy that reflected Western Union’s special send $50.00 or more overseas by December 26th and receive a 40% discount on your next transfer. The copy read: “Can You Send More Holiday Cheer?……YES!”. To further facilitate Haitian American and Haitian immigrant remittances, Creole copy (the native language of Haiti) was displayed on the drivers side.

The exterior branding was supported by literature on the inside which reinforced the 40% discount and added more detail in take-home form.  This marketing integration which is part of Highbrid’s Moving Marketing Experience model accelerates brand buzz for new product launch through repeated but diversified impressions.

Highbrid is effective in these efforts because each vehicle carries up to 40 captive passengers each trip with an average 52-minute daily ride time.  The commuter vans are consistently in transit for over 12 hours daily seven days a week.

Highbrid takes branding a step further by educating commuter van drivers to answer riders’ basic questions about the service.  Operators were also given Western Union branded hats, shirts, and jackets to wear during the duration of the campaign.

Western Union has expressed delight w/the effectiveness of the commuter van campaign which gives them unmatched visibility in key markets. Additional commuter van campaigns are slated for second and third quarters of 2010.

Over the last few years every company from the smallest mom and pops to Fortune 100’s have been attempting to take their brand “Viral.”  Some have had success some have failed miserably.

The challenge for many has been to create a viral campaign that’s effective in promoting their product or service, but still maintains that organic essence that has made successful viral videos like the “JK Wedding Entrance Dance” among the most watched on YouTube or the Vietnamese Cebu Prison Thriller Exposition.

Still others have adopted a different strategy by reversing the process and taking already popular viral videos and integrating their branding into them.  When done successfully marketers have been able use viral videos to reinvent their mainstream brand image making it fresh thus opening the door to new consumers.

That was the strategy recently executed by the creative minds behind the McDonalds brand.  Burrell Communications, the fast food giant’s U.S. advertising agency responsible for marketing to their ethnic demographic implored this strategy to help launch McDonalds new Dollar Breakfast menu to a new and financially conscious audience.

Already one of the world’s most recognizable brands, Burrell’s creative team sought to partner McDonalds with cult followed viral music video series, Dollar Van Demos in effort to tap into their hard-to-reach audience.

Dollar Van Demos, a client of Highbrid Outdoor is a viral music video showcase that features the hottest emerging artist out of New York City performing inside a commuter van, these same vehicles are used by Highbrid Outdoor for their Moving Marketing Experience program.

Videos are made using a 3-person camera crew plus a host.  Eight to ten videos are produced per production day and those videos are then posted on viral video and social networking sites (MySpace, Facebook, YouTube, Twitter, etc).

As of press time DVD has reached over 100,000 cumulative views in a few short months achieving a 10% increase in viewers per new video. Not only has DVD become a must for any up and coming artist in the New York City area, it has also proven to be a unique and energizing marketing vehicle for sponsorships, promotions, and publicity.

Joya Bravo DVD Music Video	Wordspit’s DVD Music Video

To capitalize on Dollar Van Demos, McDonalds recreated the video concept into two separate :30 commercial spots featuring DVD vets, Joya Bravo and Word Spit.  Each artist penned lyrics about how fun, convenient, and new McDonalds dollar breakfast menu is.  The final product features both artist performing in a Dollar Van while passengers around them enjoy items off McDonald’s Dollar Breakfast Menu.

News Channel 12 Brooklyn Coverage

The spots have been in regional rotation since January 1st on network and cable television and generated a ton off buzz even among media outlets. The commercial has been well received and a second spot is due to premiere in March.

Dollar Van Demos has proven to be a great brand ambassador. If you’re looking for an effective piece to a viral campaign, DVD may be the way to go, especially for the 16-34 demo, male and female across different races. If you’re interested in sponsorship or advertising opportunities through the DVD series contact your Highbrid Outdoor representative.

For well-positioned companies, the recession should not necessarily prompt marketing cutbacks. Rather an informed and in some instances, aggressive increase in marketing spending can help accelerate business performance.

“Turning Adversity Into Advantage: Does Proactive Marketing During a Recession Pay Off?” is forthcoming in the International Journal for Research In Marketing. The study finds that firms entering a recession with a pre-established strategic emphasis on marketing; an entrepreneurial culture; and a sufficient reserve of under-utilized workers, cash, and spare production capacity are best positioned to approach recessions as opportunities to strengthen their competitive advantage.

Here are some tips that can help your business capture the competitive advantage even in a downtrodden economy.

Give the consumer control and a sense of empowerment

In October 2008 South Korean carmaker Hyundai, conducted a series of focus groups to determine consumer confidence in the marketplace. While the recession was still rumored, many of those surveyed indicated that they feared losing their jobs in 2009.

Using this valuable information and careful economic forecasting the carmaker launched its “Hyundai Assurance” program. To encourage consumers to become more aggressive in buying one of their vehicles, Hyundai customers can now return a vehicle purchased within the last year if they lose their job.

As a result of this creative marketing, Hyundai’s early 2009 sales jumped 4.9% as opposed to the same time period in 2008. A small increase but when you consider a 40% for car sales overall you’d have to consider the campaign wildly successful.

Give consumers a reason to laugh

Carefully sculpted, a campaign geared towards having a laugh at the expense of the economy can be an effective marketing strategy. Take Dominos pizza for example.

The pizza giant recently launched a TV campaign featuring Dominos Pizza CEO Dave Brandon mocking the Federal bailouts with his “Pizza Big Taste Bailout.” The creative spots produced by award-winning agency Crispin Porter + Bogusky appeals to consumers frustrations over the economy and subjective federal handouts.

“We know times are hard. It’s a reality we are all facing, but I didn’t go to Washington to ask for a bailout. Instead, we are giving one. I’m proud to be able to offer our consumers a promotion with such a great deal on pizza.

Instead of taking more, Dominos shows viewers their plan to offer a “taste” bailout for everyday Americans to the tune of “three or more medium, one-topping pizzas or oven-baked sandwiches for $5 each.”

By turning the doom and gloom of the economic elephant in the room into humor marketers can effectively provide an outlet for consumer frustrations a precisely the time when they need to laugh about it. This strategy is effective but once again must be implemented carefully or it can come off very insensitive.

Know your Category. This could be a prime opportunity to increase marketing spending.

For ad agencies and the media industry to proclaim that recessions offer excellent opportunities to market in less ad cluttered environment while competitors cut back may come across as self-serving. And although it’s certainly a central theme of our own recession time marketing plans its excellent advice however not for everyone.

Categories that seek to assist consumers in their financial misfortune are primed to thrive during economic crisis. Debt consolidators, credit councilors, pawn brokers and even those cash-for-gold brokers should be and are prospering. Discounters from apparel to airlines are revving up their competition online especially creating a very competitive price market. Similarly, the deflating dollar and increase in travel costs has forced most families to seek more local vacation alternatives. This offers opportunities for consumer electronics, video rentals and even the movie industry.

While these suggestions are just that they can offer a framework for an effective strategic emergency marketing plan. In a recession, the most important rule is to make sure you HAVE a plan. Gambling or feeling around blindly in this economy can spell almost certain death for a company. While your categories and product might be primed for an aggressive marketing push this economy is unforgiving and spending should be taken on case-by-case basis.

This was one of the challenges facing Rushcard, a prepaid Visa Credit Card targeted to what is known as the “unbanked” population. These are individuals whom for one reason or another will not or cannot get checking accounts or receive credit cards in their name. The goal of The Rushcard, which was founded by Music/Business Mogul Russell Simmons is to transition that “unbanked” population into part of the banking population, with a focus on money management and financial literacy.

Tapping into this unbanked population which is about 10 million people in the U.S. that vary in ages from teens to the elderly proved to be difficult for Unifund Rushcard’s parent company. Traditional television spots had some effectiveness, but the need to explain different facets of the card in detail along with the need to reach this niche audience in a way that was intimate but coincidental required a more concentrated approach. Unifund turned to Highbrid Outdoor and their Integrated Marketing Communications (IMC) on Wheels model. Recognizing that it would require a multi-pronged approach, Highbrid created a plan that would educate the target audience in detail about the Rushcard and provide different calls to action while keeping the message fresh throughout the entire campaign.

The first stage was to implement the television message that Unifund had developed, on the interior of Highbrid’s Commuter Vans. Commuter Vans transport 50-60k people daily ranging in ages from teens to the elderly. The average ride time on a commuter van is 26 minutes and with vehicles ranging in size from 15-40 passengers Rushcard would always reach an audience that was able to digest a detailed message in a comfortable setting. The Rushcard spot was placed incrementally throughout a PSA about Commuter Vans and rider safety. The message was played on a loop daily, with the average commuter van being in its territory from 12-18 hours. Unifund experienced immediate results with sign-ups in Rushcard increasing significantly. In case studies Highbrid found that a combination of having the time to present a detailed message and surprising the audience by providing content for them to watch during their ride proved to create an immediate response.

The second stage was to use a viral approach by targeting urban blogs that catered to an intelligent but undeserved and often ignored audience. The blog of choice was Highbrid Nation . Highbrid Nation is an urban professional blog covering various aspects of the world around us including: politics, business, fashion, music and social issues. With a heavy emphasis on branded posts Highbrid Nation has built an audience that has them ranked as one of the #2 fastest growing urban blog on the net.

Several Highbrid designed Rushcard banner ads were placed in rotation in Highbrid Nation’s premier position, in addition to that Highbrid bloggers created weekly branded posts within the framework of regular content that spoke about Rushcard and its mission. These posts included links to the Rushcard site and promo codes. Highbrid Nation also gave top priority to any stories about Rushcard, Russell Simmons or anything affiliated with the two. This helped spread the Rushcard message virally where individuals who were genuinely interested in the card were led to the Rushcard site and walked through the application process. Here Highbrid was able to pinpoint the target audience and produce results with very little waste, at a minimal cost to the client.

The third approach was a grassroots effort where Highbrid teamed up with the non-for-profit A.S.A.P. (Association for the Social Advancement of People) and helped them in Their College 101 program. College 101 is a program that educates High School juniors and seniors about college. Workshops include how to apply and get in, how to finance an education, and what to expect once you arrive on campus.

Several times a year ASAP hosts about 150 students on college campuses in the Greater New York area where these workshops take place. The students not only get to learn about college but get to experience a slice of campus life firsthand. A major theme of this years college 101 program is financial literacy and fiscal responsibility.

Highbrid was able to secure sponsorship positioning on behalf of Rushcard where Highbrid representatives held informative workshops to educate students about financial responsibility and money management using the Rushcard. Students were able to learn about the card and also sign up for the Rushcard at laptops set-up at our Rushcard workstation. Again Highbrid was able to pinpoint an important segment of the target audience and get them to engage and learn about its client’s service. Rushcard applications doubled in the weeks following the event.

Highbrid has an innate ability to find new but effective ways to reach their clients audiences. Clients that range from travel services, healthcare companies, credit card companies, and family entertainment services. This ability was the key to helping Rushcard get on the right track. The relationship between Unifund and Highbrid is ongoing and a selective mix of flexible media provided by Highbrid has proven to be the formula for success.

Every successful company whether it be an upstart, fortune 500 or somewhere in between needs a “go to guy”. Someone you can depend on in the clutch to get the job done, regardless if that particular task is under their jurisdiction or area of expertise. In Highbrid, Daniel Gutzmore is that “go to guy”. While his primary role includes overseeing Highbrid’s vast inventory of commuter vans for all of NYC, Daniel has proven himself to be a master negotiator, negotiating all the agreements w/the commuter van companies for the purpose of advertising. He’s also responsible for Highbrid’s first multi-lingual campaign with Jamaica Housing Improvement, and Highbrid’s first interior exclusive campaign with Rushcard.

Daniel won’t hesitate to hit streets when needs be, interacting several times a week w/the drivers of the commuter vans making sure Highbrid’s Clients are receiving the exposure and coverage they desire. Daniel relies heavily on his relatable, genuine “everyday people” personality to sustain the many relationships he’s built on behalf of Highbrid Outdoor. “My Job is to make everyone else’s job easier by building and sustaining relationships that are integral to our companies’ structure and everyday operations”. Daniel continues to be committed to growing the Highbrid brand and being that “go to guy”.

Over the last 12 months, Jamaica National (JN) International Money Transfer has become one of the hottest names in wire and funds transfer services. With their new growth strategy they have positioned themselves as one of the true players with regard to market share in the industry.

Their recent success has been attributed in large part to their revitalized brand and re-dedication to their core customers: the Caribbean-American and Caribbean immigrant. As with all recently transplanted or migrant populations here in the U.S., being able to communicate and contribute to ones family “back home” is extremely important and a major part of the motivation for coming to America.

JN International’s objective has always been to position themselves as THE reliable, efficient service to help facilitate the Caribbean customers needs by offering a wide range of services including international and domestic money transfer, bill payments, money orders and credit card payments.

In developing their latest marketing initiative, the challenge that JN International faced was not unlike that of many companies looking to target an ethnic audience: “How do we efficiently and effectively communicate with a largely elusive audience who is extremely skeptical of traditional media messages?“

JN International Commuter Van

JN International sought the help of Highbrid Outdoor and their Integrated Marketing Communications (IMC) on wheels model to help them do just that. The Caribbean American and Caribbean immigrant populations are just a few of the many very specific audiences that Highbrid has become highly regarded in being able to effectively target. For JN International, Highbrid’s commuter van marketing provides a strong presence and the perfect vehicle to penetrate this audience thus delivering JN’s very potent ad message.

Conceived in Caribbean and Latin America and later adopted in New York by transplanted immigrants, the commuter vans have flourished as a supplementary transportation source over the last 20 years. Within the last decade, their marketing prowess has been discovered and they have proven to be exceedingly effective in delivering marketing messages to a target audience in a very efficient but non obtrusive way.

Over the next 12 months, JN International’s integrated brand awareness campaign will use the commuter van model to highlight their money transfer and mortgage lending services. Using several elements of Highbrid’s I.M.C. on wheels model including customized retail marketing and a spectacular multimedia presentation targeting the vehicles’ over 50,000 daily passengers,

Less than a month into the campaign, Highbrid’s newest partner, JN International has already begun to reap the residual benefits of the campaign with measurable traffic increases to many JN International retail outlets within the targeted coverage area.

That’s Highbrid Outdoor, where the proof is in the results; Driving your messages home since 2004. Speak to your sales representative about how you can start increasing your response rates at a fraction of the cost of other media.

The concept of the Audio/Visual message for the purposes of advertising is by no means a new one. There’s the traditional 30 second television ad, digital out of home displays, interactive kiosks, pop up ads, and the list goes on. But never in the history of advertising has the a/v message been incorporated as one element of a medium designed to compliment or reinforce other elements of that same medium. Until now that is!

Audio Visual capabilities is one of seven elements that make up Highbrid’s Integrated Marketing Communications on Wheels model. Commuter Vans transport roughly 13 million passengers to and from work and school every year. With an average ride time of 26 minutes per passenger, and advertiser has an unprecedented opportunity to reinforce their message with extreme detail to their target audience. Commuter vans are in their respective territories 12-18 hrs daily seven days a week. The Audio Visual message on the interior of the vehicle can be designed to loop continuously throughout this time or be supplemented in between programming similar to traditional television.

A perfect example of the latter would be the newest addition to the Highbrid family, Jamaica National (JN) International Money Transfer. The Audio Visual component is key to the JN International campaign. They have designed thirty and sixty second spots that will play in between a series of other content including news and entertainment. This is a sound strategy for JN International campaign not only do they provide quality entertainment enhancing the riding experience, but they get to reinforce their message in a detailed manner to a target audience who’s comfortable in receiving that message.

An Audio Visual message has always been and will always be a potent form of advertising. When it is incorporated as part of a Highbrid IMC on Wheels campaign it becomes more effective than when it stands alone.

Chief Executive Officer, Juan Perez

Juan C. Perez is the stabilizing force behind Highbrid’s operation. As one of the architects of the company Juan oversees Highbrid’s day to day activities, but is also instrumental in planning and implementing company policies and goals.

With a background in media sales and promotions, his sales expertise and resources are essential to Highbrid’s immediate and future success. This is one of the main reasons Juan handles many of Highbrid’s marquee accounts including Neighborhood Health Providers and the New York City Department of Corrections.

When Highbrid was formed Juan was the clear choice for the role of Chief Executive officer, and has worked tirelessly since then to ensure the success of this company. With his undeniable knowledge of the marketplace, and ability to make deals happen, Juan is set to lead Highbrid Outdoor into a new decade of success and prosperity.

One of the biggest challenges as an advertising agent or a marketer is simply achieving and maintaining effectiveness when conveying the message. Advertising has never been an exact science and with a wealth of traditional mediums and new and quirkier ones sprouting everyday we must constantly monitor our marketing mix to assure the message doesn’t get lost in the clutter. We’re posed constantly with the question: How can we get the message out without being intrusive or offensive but rather coincidental…intimate?

Highbrid Outdoor’s Customized Retail Marketing program answers this very question. As part of The Integrated Marketing Communications on Wheels Model, Highbrid’s Customized Retail marketing focuses on the setting.

Media messages, like food can be ordered for take-out, to go or dine in. Regardless of the method, consumers digest these messages only in a setting where they feel most comfortable, perhaps at work, the park. Some outdoor advertisers have adapted to this behavior with simple creative designed to whet the consumer’s curiosity by driving them only to a website where curious minds can go and learn more in an intimate setting. Effective? Sometimes. Expensive…yes.

Highbrid’s Customized Retail Marketing model takes it a step further and at a fraction of the cost. Instead of requiring action on the part of the consumer we’ve done it for them. Whether it’s a brochure, discount coupon, branded promotional item or a business card, we display them in our commuter van units where your target audience will “coincidentally” see them and digest the information when and where they feel comfortable.

CASE STUDIES:

Scene International has used Highbrid’s Customized Retail Marketing for Neighborhood Health Providers by placing bi-lingual literature with-in each of its branded commuter van units. These pamphlets would be impossible to distribute hand-to-hand but with Highbrid’s Customized Retail Marketing program those in the market for healthcare can educate themselves on Neighborhood’s Free and No Cost plans without pressure or obligation.

Air Jamaica routinely rotates weekly sale flyers within their units informing consumers about the latest great deals in airfare to the Caribbean. The sales are time sensitive and the flyers are refreshed as they expire so consumers come back often to find out the latest deals on travel destinations they were planning to fly to anyway.

Universoul Circus combined Highbrid’s Customized Retail Marketing with a local radio campaign. The on-air promotion directed commuter van passengers to ride UniverSoul branded commuter vans and receive discount ticket vouchers for the circus. The campaign was a huge success as over 50% of the coupons were redeemed providing