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Communications

SSG — Wed, 19 Aug 2009 22:17:34 +0000

Santiago Solutions Group developed and executed Espíritu de Progreso Latino (EDPL) or Spirit of Latino Progress for the Chivas Regal® brand. This program is a long-term, Hispanic CRM platform aligned with customer insights, Chivas Regal brand positioning and growth trends.

Santiago Solutions Group integrated paid media with various consumer engagement methods to support the brand’s focus on Chivas Regal 18 as its “halo product”:
Retail promotion in key participating Hispanic off-premise accounts displaying POS and Chivas 18 ambassadors’ events
Paid ads and editorial support across targeted print, radio & online media
Digital Direct Marketing including banner ads, contextual ads, SEM and social media marketing
Coordinated viral support from community-based organizations through flyers, e-Blasts, e-Letters, Facebook, site links

Campaign components drove viewers to:
Retailers participating in the program
EDPL micro-site and Facebook page for personal engagement opportunities

The 2009 EDPL program exceeded goals against the following measurements:
Brand impact – Improved opinion of brand by +67% vs. 50% goal
Sales impact – Increased Chivas Regal 18 sales by +117%
Online engagement – Increased by +128% vs. previous year
Target reach – Increased reach to Bilinguals by +91% vs. 67% goal

Brand & Marketing Strategies

SSG — Wed, 19 Aug 2009 22:16:46 +0000

Using the Hispanic Business Strategy that we created for Pernod Ricard USA’s (PRUSA) Chivas Regal® brand, Santiago Solutions Group developed a scalable, cause-related marketing platform that added a unique spiritual dimension to the brand.

The program, Espíritu de Progreso Latino (EDPL) or Spirit of Latino Progress, is anchored in the brand DNA of success and aspiration. It also stems from our uncovered “ownable” insight that Latinos want to be recognized for their strong values and work ethics in their constant pursuit of progress, rather than be victimized by their or their families’ status as immigrants to the US.

Multicultural Business Strategy

SSG — Wed, 19 Aug 2009 22:16:21 +0000

After analysis of its Strategic Intelligence gathering for wine and spirits company Pernod Ricard USA (PRUSA), Santiago Solutions Group created Hispanic category profiles and volumetric models for key brands.

Based on these models and the incremental Hispanic profits we were able to project, we developed long-term Opportunity scenarios and a portfolio prioritization for select PRUSA brands.

Supported by the Opportunity Sizing recommendations, Santiago Solutions Group created a Hispanic Business Strategy for the Chivas Regal® brand. This strategy:
aligned with the brand image of Chivas Regal
was pertinent to its Hispanic customers
offered a unique framework for Off-Premise retail strategies
provided Chivas Regal with an exclusive and extendable platform of engagement with the Hispanic community

Strategic Intelligence

SSG — Wed, 19 Aug 2009 22:15:42 +0000

Premium spirits and wine company, Pernod Ricard USA (PRUSA), the second-leading company in the U.S. by sales value, engaged Santiago Solutions Group to analyze current and project potential Hispanic market share for their brand portfolio.

We evaluated the Hispanic liquor category by:
volume/consumption
penetration by age and acculturation
brand preferences and patterns

To uncover insights and drive our US Hispanic strategy, Santiago Solutions Group conducted field-site research in emerging and key markets:
1,500 sample quantitative study
100+ in-depth field interviews in the US, Mexico & Puerto Rico

We analyzed our research and learnings to create detailed category profiles of the Hispanic consumer. These category profiles provided us with sufficient volumetric guidance to generate incremental consumption and profit projections for the US Hispanic market.

Communications

SSG — Wed, 19 Aug 2009 21:24:59 +0000

Santiago Solutions Group created a 3-year, integrated Marketing Communications plan for national construction material manufacturer USG-Sheetrock. This plan aligned with the Marketing Strategy we developed for USG’s Hispanic segment and detailed a series of tactical programs to meet their strategic goals.

These tactical programs ranged from time-sensitive sales promotions in key retailers and markets with retail activation, digital and in-field marketing support, to relationship-building initiatives with top Hispanic contractors, providing custom marketing tools and opportunities for long-term engagement.

The first year of tactical programs’ activation generated positive results in both brand awareness and sales among USG’s Hispanic customers and key distributors. One example was a targeted promotional campaign in Dallas and Atlanta markets. This campaign to Hispanic contractors and foremen generated up to 52% CTR through geo-targeted online advertising.

Brand & Marketing Strategies

SSG — Wed, 19 Aug 2009 21:23:48 +0000

After creating a targeted Hispanic Business Strategy for USG-Sheetrock, Santiago Solutions Group developed a multi-phased Marketing Strategy as a roadmap to achieve growth in market share and Hispanic contractor sales.

Based on detailed insights into the mindset of Hispanic pros and consumers, Santiago Solutions Group anchored the Marketing Strategy in relationship-building between USG brands and Hispanic Contractors, Remodelers and Do-It-Yourselfer’s.

The rationale behind this relationship-building strategy was to lay the groundwork for valuable long-term communications, brand building and ongoing product offerings with Hispanic customers.

Multicultural Business Strategy

SSG — Wed, 19 Aug 2009 21:22:49 +0000

After conducting in-depth Strategic Intelligence analysis for construction manufacturer USG-Sheetrock, Santiago Solutions Group identified existing and potential opportunities within the Hispanic pro market and benchmarked these against the General Market.

Santiago Solutions Group then evaluated USG’s internal Business Units and Brand portfolios. We applied learnings from our data mining and research to this evaluation and developed specific Opportunity-Sizing recommendations.

We followed these Opportunity-Sizing recommendations to create a Hispanic-specific Business Strategy for USG that aligned with long and short-term ROI. This Business Strategy directed individual Business Units, products and geo-targeting to maximize USG sales and growth within the Hispanic market.

Strategic Intelligence

SSG — Wed, 19 Aug 2009 20:49:51 +0000

Fortune 500 construction manufacturer USG-Sheetrock contracted Santiago Solutions Group to develop a 3-Year Hispanic Strategic Marketing Plan. We began by evaluating:

Current GM marketing plans
Existing primary and secondary research
Client sales data

Santiago Solutions Group defined USG’s Hispanic market share across multiple products and Business Units. We also conducted In-Market site visits to analyze Hispanic pro building trade and consumer trends, behaviors and insights.

Evaluating all intelligence gathered, we developed comprehensive Hispanic Profiles of the target audiences (Pro’s, Remodelers, Do-It-Yourselfer’s). These Profiles detailed behaviors, preferences, aspirations and purchase decisions of Hispanic consumers and how they relate to USG and their products.