Accused of racist firings, CSX needed to build trust within the African-American and Latino communities
CSX Transportation, a supplier of rail-based freight transportation in North America, was accused of unlawfully firing several African-American and Latino employees. It was critical to ensure the right story was told in the media and retain CSX’s image within the community.
First, we created a Crisis Response Action Plan to increase visibility among specific community leaders, elected officials and business leaders. Next, we developed a business diversity plan to help boosting contract and job opportunities for the African American and Latino communities…
Community Relations >> | Crisis Management >> | Media Relations>>
Rebranding the Chicago Cubs and renovating Wrigley Field
In 2009, when the Ricketts family acquired the Chicago Cubs their goal was to create a championship-caliber team. They placed a priority on renovating Wrigley Field and changing the perception of the Cubs being a north side team. To increase visibility of the renovation plan, we developed an intense 60-day communications plan focused on community outreach in African-American and Latino communities. The intensive effort engaged Cubs fans, sparking conversations on social media, sports radio, in the media and at community meetings. We successfully sparked an aspirational conversation about the future of Wrigley Field and the Cubs…
Community Relations >> | Crisis Management >> | Media Relations >> | Public Affairs >>
The Stanley Cup tours inner-city communities
Chicago Blackhawks have won six Stanley Cup championships since their founding in 1926, and they are the current Stanley Cup Champions. Coming off a 2013 Stanley Cup winning championship season, the Chicago Blackhawks had a strong desire to boost their presence, strengthen their relationship and grow their brand within the African American and Latino communities.
The Gemini Group analyzed the Blackhawks brand within the African American and Latino communities and devised a relationship development plan that consisted of identifying key opportunities to strategically launch a relationship development campaign. TGG designed and implemented the first ever African American and Latino community Stanley Cup Tour…
Building Brand Image for Perspectives Charter Schools
Perspectives Charter Schools (PCS), one of the first charter schools in Illinois, wanted raise its profile as the premier educational institution, gain recognition for their A Disciplined Life® principles, boost student enrollment and increase donations. We implemented a Street Marketing Team to create a visible presence at community events and recruitment fairs. We also generated media attention around their community involvement and academic accomplishments…
Grassroots Marketing >> | Community Relations >> | Media Relations >>
Thornton High School tells the real story behind the death of a security guard
Thornton Township High School District 205 Board of Education was the center of a controversial story after the media reported a security guard was killed trying to break up an altercation at the school. With story quickly gaining momentum in the press, we needed to respond quickly with the real story.
After gathering the facts on the incident, we quickly armed District leadership with talking points focused on the well-being of the students, consideration for the deceased and his family, and to clarify the security guard suffered a heart attack unrelated to the altercation…
Crisis Management >> | Media Relations >> | Rebranding >> | Image Management >>
Planning a large-scale fundraising event requires experienced, efficient professionals
Thornton Township High School District 205 Board of Education was the center of a controversial story after the media reported a security guard was killed trying to break up an altercation at the school. With story quickly gaining momentum in the press, we needed to respond quickly with the real story.
After gathering the facts on the incident, we quickly armed District leadership with talking points focused on the well-being of the students, consideration for the deceased and his family, and to clarify the security guard suffered a heart attack unrelated to the altercation…