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We are pleased to announce that we
have been selected to
partner with following
companies to improve
upon their marketing
communication results.
Health Source of Ohio
Health Source of Ohio is a not-for-profit primary care organization consisting of medical, dental, and mental health services. They seek to bring to the people of Southwest Ohio a comprehensive, exceptional quality of health care that responds to the needs of residents in Adams, Brown, Clermont, Fayette, and Highland counties.
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A solid understanding of your brand will:
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Strengthen existing relationships with customers |
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Drive new customer relationships and/or partnerships |
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Allow you to move into other markets |
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Maximize your return on investment of marketing resources |
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Help to evaluate business and marketing opportunities |
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Provide your employees with a fuller understanding of their purpose |
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Ensure consistency of your messages to all audiences |
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Help to maintain overall focus and provide a strategic line of sight |
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Client Spotlight | Thought Leadership | Tip of the Month | Agency News
Client Spotlight:
Bootsy, the Bengals and Gold Star Chili
Gold Star Chili recently partnered with Cincinnati music legend Bootsy Collins for the release of “Who Dey Invasion” – Collins’ new Bengal-themed CD and follow-up to last year’s “Fear Da Tiger.” As the public relations agency for Gold Star Chili, Justice and Young had the responsibility for promoting the release of the CD and driving fans to Gold Star Chili locations to purchase it.
 As we evaluated our situation we realized that we had a very powerful “three-way” working to our advantage: the popularity of Bootsy Collins, the Bengal fan base and Gold Star Chili’s status as “official Chili of the Cincinnati Bengals.” We put together a Launch Plan that started with media appearances to get the word out and start the initial buzz. The media appearance schedule was focused on media outlets that featured the Bengals or had a large number of Bengal fan viewers and listeners, as well as those that have good “Bootsy awareness.” Sports radio, classic rock stations and the morning television news programs were targeted. At each appearance we brought food from Gold Star Chili, a copy of the CD and a media “fact kit.”
 The media appearances were also used to promote the in-store visits that Bootsy was making the following week at Gold Star Chili locations. Appearances were scheduled for the evenings and spread throughout the Greater Cincinnati area to help maximize accessibility for the fans and exposure for Bootsy and “Who Dey Invasion.” The store visit schedule was posted on the Gold Star website and sent to Gold Star’s E-Club membership via e-mail. Amazingly, we even had Bootsy fans driving in from Chicago for the opportunity to meet him, purchase the CD and get an autograph.
We also tied our message of Bootsy/Bengal Mania into existing special events. Bootsy made an appearance at the “Bengals Bash” two days before the official release date of the CD and Gold Star was able to provide Chili Cheese Coneys and hand out flyers on the CD release to the core target audience of Bengal fans.
The key to this promotion, as with any successful awareness campaign, is to identify the primary target audience and then develop your opportunities to get in front of them. When you can combine the passion of Bengal fans, the popularity of Bootsy Collins, and the great taste of Gold Star Chili then you’ve got a recipe for success.
In total, the "Who Dey Invasion" launch and associated events garnered 24 local stories in the Cincinnati Enquirer, WEBN, WLW, HOMER, WGRR, WLWT-TV, WCPO-TV, WKRC-TV, and WXIX-TV. Over 2,600 of the "Who Dey Invasion" CDs were purchased at one of the area's over 100 Gold Star Chili restaurants.
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Thought Leadership Can Move
Your Company to the Head of the Class
By Gene Young, President, Justice & Young
If you are the owner, president, or CEO of your company you can play a strong part in building a leadership position for your firm within its marketplace. Even if your company does not presently hold the lead in revenues, market share, geographic penetration or other key metrics, you can take the leadership role and become the “spokesperson” for your industry.
[ Read more ]
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 Making Your Brand Work for You
by Jeff Drum, Senior Account Manager, Justice & Young
One of the most important activities a company can engage in is to take the time to fully establish and clearly understand their “brand.” Once determined, a company can use their brand identity to guide nearly every aspect of their business - from developing the messages communicated to their various audiences, to evaluating opportunities for expanding into other markets and increasing employee morale by providing them with a sense of purpose and fuller understanding of their role within the company.
Determining your brand is not always easy – it’s not just your logo and tag line. You may make widgets, but Wilma’s Wonderful Widgets with a logo of three stylized W’s is just an identity – the brand is what Wilma’s widgets represent to customers and potential customers. Are you the best quality? Are you the cheapest? Do you have the nicest sales people? Determining your brand will help you identify why customers purchase your products or services – and why they don’t.
 When Coca-Cola entered (and ultimately failed) in the apparel business it was because they had a distorted view of what their brand truly represents to their customers. They tried to sell sweatshirts and jackets based on an identity and it missed the mark because “staying warm” is not what the Coca-Cola brand meant to their customers.
Determining your brand will help establish how your customers perceive and use your products; and how your products are different from your competitor’s. It will also tell you what your customers (and potential customers) want and need from your company and your products or services, and will then allow you to deliver on those wants and needs.
More simply stated, going through the branding process will tell you who and what you are by helping you understand how and why your customers use your products or services.
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 J&Y Adds Two New Team Members
Jenna Kemper has joined the team as Public Relations Manager. In this role, Kemper will be responsible for serving as media relations coordinator, developing client relationships and providing strategic counsel and public relations expertise to clients. Most recently, Kemper served as Account Executive at Bridge Worldwide where she was responsible for managing the growth of client businesses through successful campaigns and delivering marketing results through recommended strategies and tactics. Kemper brings to Justice & Young seven years of professional experience relating to public relations, advertising and marketing. Previously, she held positions with Holland Communications, ACT, Inc. and Northlich.
J&Y received a Silver W3 Award for the Cork Equipment & Construction Company website design from the International Academy of the Visual Arts.
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