Strategy
Howland PR was hired by Texas Instruments to provide strategic advice for its supplier diversity program within the North Texas region. In order to support and promote TI as the supplier diversity leader we needed to gain an assessment on public perception,
awareness and feedback from suppliers within the region.
Tactics
HPR advised TI to enlist third party participation from a regional diversity magazine – Minority Business News (MBN). The Minority Business News worked with HPR and Reid Consulting Services, a local research and consulting firm to gain access to and survey minority- and women-owned businesses in the Dallas/Fort Worth area. On-line surveys were distributed with technical support from TI. The study measured perceptions about the current state of supplier diversity in North Texas. Over 500 MWBEs responded with a wealth of information regarding their expectations of corporate supplier diversity managers and advocacy organizations, barriers to opportunities and suggestions for improvement. TI was consistently ranked among the Top 5 Companies as a leader in supplier diversity.
Results
The magazine announced the results of the survey through a series of roundtable discussions involving MWBE advocacy organizations in North Texas and corporate Supplier Diversity professionals and MWBE’s.
The results spurred discussions and provided new data on the State of Supplier Diversity in North Texas, and internal momentum for TI increasing their credibility. To view the State of Diversity in North Texas survey results, click here.
Additionally, Texas Instruments was recognized as a diversity leader and featured in
Minority Business News Texas and
The Dallas Morning News’ Diversity Magazine.
internal and external stakeholders regarding its leadership and commitment to diversity.
Strategy
Develop and implement a national diversity communications strategy to build the
company’s reputation for workplace, workforce and supplier diversity.
Tactics
Research awareness of company with each audience. Create
opportunities for access to talent, suppliers
and thought leaders via strategic sponsorships. Focus media relations
on diversity best practices.
Results
This Diversity Communications Plan has also contributed to Pitney
Bowes’ recognition by Catalyst, a leading research and
advisory organization working to advance women in business. Pitney
Bowes was named DiversityInc Magazine’s #1 Company
for Diversity in 2004, and recognized by Fortune Magazine,
Hispanic Magazine, Black Enterprise Magazine, Working Woman Magazine,
Asian Enterprise Magazine, Careers & the DISABLED Magazine,
Diversity & the Bar Magazine and others. These recognitions
increased the company’s credibility with
internal and external stakeholders regarding its leadership and
commitment to diversity.
“Howland PR was instrumental in developing
the original strategy of our external diversity communications
plan. We have realized significant results
in delivering our message, building relationships
and positioning Pitney Bowes as a leader in diversity
best practices, in fact, Michael Critelli, our chairman
and CEO, considers Howland PR’s work important
to our success in the diversity arena.”
Sheryl Y. Battles, vice president, corporate
communications, Pitney Bowes Inc.
Strategy
Extend a welcome message to diversity audiences and make MGM MIRAGE Las Vegas
properties their destinations of choice.
Tactics
Educate journalists about MGM MIRAGE’s world-class properties
and secure coverage to build awareness. Diversity
audiences assign greater credibility to media
targeting their needs. Leverage events and meetings for direct access to
journalists for two-way communication.
Results
This media campaign is the first of its kind in Las Vegas and established
MGM MIRAGE’s credibility as a company
who values diverse consumers. We achieved unprecedented
levels of media education and media coverage. In addition to
gaming, guests enjoy fabulous meals by world-renowned chef’s,
experience amazing theatre performances or they
can relax with a heavenly coconut spa treatment at the MGM Grand.
“Howland PR's reputation in diversity communications brought them to our attention. They have developed a successful strategy for us based on the unique needs and interests of diverse media. They've become a key part of our corporate media relations team.”
Jenn Michaels,
vice president, public relations, MGM MIRAGE
Strategy
Leverage existing relationships and establish new ones with national professional
and advocacy organizations to position the company as leader in corporate diversity
and an employer and business partner of choice.
Tactics
Howland PR negotiates sponsorship benefits focused on strategic
opportunities for participation and measurable outcomes.
Results
Media relations and sponsorship participation raised awareness of
Pitney Bowes Inc. and built credibility for their
comprehensive Diversity Best Practices. Stronger relationships
with key national organizations allowed access to
elected officials, national media and national organization leaders.
“Howland PR was instrumental in developing
the original strategy of our external diversity communications
plan. We have realized significant results
in delivering our message, building relationships
and positioning Pitney Bowes as a leader in diversity
best practices, in fact, Michael Critelli, our chairman
and CEO, considers Howland PR’s work important
to our success in the diversity arena.”
Sheryl Y. Battles, vice president, corporate
communications, Pitney Bowes Inc.
Strategy
Build credibility with African Americans and Hispanics in North
Texas in advance of the launch of the new Local People Meter (LPM) to insure
acceptance of the new technology and facilitate access to selected
homes by Nielsen Media Research.
Tactics
Created access to local civic, political and business
leaders through a series of meetings and events where NMR shared
their message, demonstrated the LPM and requested feedback. The
media relations campaign focused on building awareness of
LPM technology and NMR’s commitment to measure all segments
of the community.
Results
Although there had been challenges in other markets, the Dallas/Fort
Worth LPM launch was well-received by the community. Success
was based on the credibility of the advance
communication and effectiveness of the awareness campaign.
