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Detroit Newspaper Partnership (DNPS) client IKEA sought direct methods to market its new Canton-based location to area college students, build brand buzz and generate trackable sales.
Original Concept: Jackie Berg
Produced By: Signature Publications, A Division of Detroit Newspaper Partnership, L.P.
Distribution: Street team distribution at Eastern Michigan University, Grand Valley State, Michigan State and University of Michigan.
"IKEA generated immediate viral (on-campus) marketing buzz with this promotion."
Lisa Folkendahl
Marketing Director
IKEA
SOUL SOURCE
Launched in June 2004, Soul Source Urban Christian Magazine received immediate commitments from major clients including Detroit Medical Center, Dittrich Furs, Fifth Third Bank and Health Alliance Plan (HAP).
Original Concept: Jackie Berg
Produced By: Chocolate Cookies
Distribution: Inserted in ethnic newspapers including The Michigan Chronicle and Latino Press, in addition to targeted statewide urban church distribution.
BOLD MAGAZINE
Stale media met fresh air with the August 2003 launch of BOLD, a custom next-generation lifestyle/health magazine targeted at urban women 25 to 45 years-of-age.
Original Concept: Jackie Berg
Produced By: ASG Renaissance
Distribution: Inserted in ethnic newspapers including The Michigan Chronicle and Latino Press, in addition to targeted distribution at urban churches statewide.
NETWORK MAGAZINE
Launched in March 1998, custom-produced Network Magazine exceeded sales, profit and brand awareness goals of MMBDC, an 1,800 member business advocacy organization with collective annual revenue of $10 billion.
Original Concept: Jackie Berg
Produced By: Echo Publications
Distribution: Inserted monthly in The Detroiter Magazine, a publication of the Detroit Regional Chamber of Commerce and Purchasing Magazine, in addition to statewide MMBDC member, business and political leaders mail distribution.
Excerpted Comments Regarding Network Magazine include:
"Jackie, you've done it again! Congratulations on the production of a very fine product. We are proud to be associated with this type of endeavor. I've been hearing nothing but compliments about this publication."
Eugene Miller
Chairman, President and CEO
Comerica Inc.
"Jackie, I cannot even begin to tell you how impressed I was with this new publication. I knew you were good at marketing, but had no idea you were such a strong writer."
Carol Cain
National Editor
Detroit Free Press
"Johnson Controls is very excited about the potential of Network Magazine and we want to be part of it."
Reginald Layton
Director Minority Supplier Development
Johnson Controls
"WOW! This type of product is unparalleled. We would like to support your efforts."
Maurice McMurray
Vice President & Legal Counsel
Health Alliance Plan
Michigan Chronicle Newspaper MC Timz
Created to spur brand awareness, circulation and revenue growth of the Michigan Chronicle Newspaper, student-written MC Timz section doubled the Chronicle's audited circulation, resulted in double-digit annual revenue growth and built unprecedented brand awareness.
Original Concept: Jackie Berg
Produced By: The Michigan Chronicle Newspaper
Distribution: Statewide news stand & mail delivery
Honors/Awards:
Creative Excellence in Business Advertising (CEBA) 1st Place
National Newspaper Publishers Association (NNPA) Newspaper of the Year Award
National Newspaper Publishers Association (NNPA) 1st Place Section Award
National Newspaper Publishers Association (NNPA) 1st Place Circulation Builder Award
Excerpted comments about the MC Timz student-written section include:
"MC Timz created an engaging platform for McDonald's sponsorship and was totally on target reaching students and parents. The program gained national attention and awards and was viewed by McDonald's Corp as an example of best practices for local newspaper partnership."
Marvin Winkfield
Senior Account Director, McDonald's
McCann Erickson
"With the introduction of MC Timz, The Michigan Chronicle is playing an increasingly important role in the affairs of Detroit and the metropolitan community. My strong guess is that that neither HomeFront or MC Timz, of which my company is such a proud sponsor, would have been possible without your leadership, vision and willingness to work aggressively to bring these products into being.
I don't know what other programs and projects are lying just beneath the surface of your fertile mind; but if they are equal in terms of quality and impact of HomeFront and MC Timz, all who are part of our community will benefit."
Lawrence (Larry) Givens
Vice President
Corporate Relations
AAA Michigan
"I join all of you in commending the Michigan Chronicle for once again filling an editorial void and publishing MC Timz, - - a special section written by Detroit Public School students for Detroit Public School students."
Governor John Engler
State of Michigan
Michigan Chronicle Newspaper - Detroit Regional Chamber of Commerce Special Edition
Originated in 1993 to provide an oft needed voice to urban issues and policies, the Michigan Chronicle's Detroit Regional Chamber of Commerce Leadership Policy Conference Special Edition is the only publication sanctioned for direct distribution to conference attendees today. The edition, which features exclusive interviews with the Governor, urban mayors and business leaders, has grown to become an important and recognized source of news regarding Detroit.
Original Concept: Jackie Berg
Produced By: The Michigan Chronicle Newspaper
Distribution: Direct distribution to Detroit Regional Chamber Annual Leadership Conference participants, in addition to statewide news stand & mail delivery.
Excerpted comment regarding the special edition
"One never knows the true value of an idea until it is market tested. Your (Jackie Berg) concept to create a special Comerica sponsored political edition to be distributed at the Greater Detroit Chamber of Commerce annual legislative conference held on Mackinac Island has reaped rewards beyond our expectations... Your fertile marketing concepts have helped us to position Comerica first as the urban financial leader in Detroit."
Richard A. Collister
Executive Vice President
Comerica Inc.