CASE STUDIES

JIJ CONSTRUCTION, INC. | WEST PALM BEACH, FL

A W/MBE small-size construction company led by a Columbian native is looking to position its company for business growth through bidding and winning new contracts. In addition, the president of the company recognized the need to seek assistance developing written documents to ensure proper usage of the English language when presenting documents to the public. Milestones Marketing has been retained to craft written documents such as speeches, marketing collateral, safety & health manual, quality control plan, and a drug free workplace plan.

CHARLES H. WRIGHT MUSEUM OF AFRICAN AMERICAN HISTORY | DETROIT, MI

MAAH logoThe construction of a new 125,000 sq. ft. Museum of African American History (MAAH), funded by the City of Detroit through tax dollars, was slated to be built by Turner Construction with a completion date of October 1996. Upon completion, the museum facility would become the world’s largest of its kind dedicated to telling the African American story. Outcry from residents and City Council Officials yielded construction when concerned citizens voiced complaints about tax payer dollars used to build a new museum facility when a smaller facility already existed. In addition, City council officials expressed concerns that not enough minority subcontractors and vendors were a part of this construction project. Milestones Marketing’s president was brought on board to CREATE a communication strategy which addressed crisis communications, public outreach, and public relations. City residents, municipal officials, and media were engaged through a series of public outreach forums and hard hat media tours allowing concerns to be heard and addressed. As a result of successfully managing COMMUNICATIONS among key stakeholders, MAAH was able to go back to the City for an additional $1 million to complete the construction of the MAAH and a minority quota was set and reached satisfying the concern about minority participation. Under Ms. Clark’s marketing leadership, a two-week series of events to CELEBRATE the grand opening were produced, a wide spread of local, national, and international media attention was garnered securing over 100,000 visitors during the first three weeks of the museum opening in April 1997. In addition, $5 million in corporate and in-kind sponsorships and contributions were secured, $1 million from each of the Big 3 automotive companies.

CONSTRUCTION OF THE NEW FIRST BAPTIST CHURCH OF LINCOLN GARDENS | SOMERSET, NJ

FBC logoThe leadership of First Baptist Church of Lincoln Gardens had broken ground on a new church facility due to the growth in membership. Skanska USA served as general contractor on the project. The church was faced with several challenges during the construction of new edifice. Most importantly, they needed to gain support from the membership in support of the construction loan repayment. They needed to address the displacement of residents impacted by the new church site, and they needed to manage COMMUNICATIONS to avoid any opposition from local residents and other churches in the construction zone. Milestones Marketing’s principal was retained to serve as the Marketing Consultant to manage these critical components of the construction project. Working with church leadership, Ms. Clark CREATED and managed a Capital Campaign which raised $2.1 million through building pledges, building fund, a donor recognition program, and a fundraising concert featuring award-winning gospel artist CeCe Winans. A public relations strategy proactively addressed concerns of displaced residents and media. A series of milestone CELEBRATIONS were planned to engage members, the community, media, and project key stakeholders throughout the construction.

CDC PROPERTIES, INC. | NEW BRUNSWICK, NJ

Hampton-ClubCDC Properties, Inc. is a 501(c)(3) certified not-for-profit community housing development organization which develops affordable homes for low and moderate-income residents of Middlesex and Somerset Counties. CDC Properties, Inc. acquired and completed construction of the Hampton Club, a 124-unit condominium development project in New Brunswick abandoned by its previous developer because of its poor conditions. CDC Properties was concerned due to the property’s location in a disadvantaged area with frequent reports of criminal activity occurring within the development, it would be difficult to attract buyers for the renovated and new condos. Milestones Marketing’s president was retained to CREATE a public relations strategy that would address this issue. Since crime and safety was a major issue that would deter potential buyers, it was essential to engage local law enforcement to provide an increased presence at the development thus deterring and eliminating criminal activity. Residents were engaged to become a part of the solution and they joined forces with the police to report criminal activity. As a result of this community effort, criminal activity was substantially reduced. The media was informed through press releases which led to feature stories about the crime reduction and restoration of a safe housing development. Upon completion of the new condos, these major milestones were COMMUNICATED and CELEBRATED with key stakeholders during an onsite press conference and ribbon cutting ceremony which received print and broadcast coverage in major local and statewide media. An Open House was planned to invite potential buyers to tour the development and condos for sale. Today, the Hampton Club is occupied by a mix of 80 percent owners and 20 percent renters.