Case Studies

 

MFJ TASK FORCE

FRITO-LAY, INC.

CENTRAL STATE UNIVERSITY

REVLON, INC.

PUBLIC AFFAIRS

 

 

PUBLIC AFFAIRS:

The City of Dallas, Texas asked Focus Communications to develop and implement a public relations strategy to convince the city's African-American voters to approve a large bond issue. The agency created and executed a plan that included media relations, advertising and community relations.

 

MEDIA RELATIONS:

Focus developed media kits of information targeted to African-American media. Each kit contained news releases and backgrounders explaining and promoting the benefits of the scheduled bond election to the African-American community. The kit also contained endorsements of the bond proposal from key African-American community and business leaders, and elected officials. As a result, editors and publishers unanimously endorsed the bond election.

 

ADVERTISING:

A series of newspaper advertisements were developed and placed. The ads described how bond election funds would be spent in the African-American communities, i.e., for improvement and expansion of select organizations and to establish flood plans in targeted communities. Focus also developed and placed radio advertisements featuring city officials and leaders supporting the bond issue.

 

COMMUNITY RELATIONS:

To establish a base of support within the African-American community, agency representatives met with key African-American civic and professional organizations, and was successful in obtaining endorsements from these groups, as well as from African-American elected officials and precinct chairpersons. Among the groups endorsing the bond election were the Black Women Attorneys, J.L. Turner Legal Society, Progressive Voters League, Dallas Urban League, and the NAACP.

 

RESULTS:

All 11 bond propositions passed by a wide margin in every African-American precinct, and achieved unprecedented African-American community involvement in a political campaign.

 

 

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