SAMPLE CLIENT CASE HISTORIES
1. Alberto Culver USA, Inc. - One-year tenure to date.
Based in Chicago. A major international manufacturer of retail beauty products for both the Caucasian and Multi-cultural market aimed at the consumer.
We were assigned to launch a brand extension of one of the retail hair products for the ethnic women's market. Target age group, 18 - 35. In this brief period, we have achieved obtaining major features, and developing special promotions for the brand extension in national African-American beauty and lifestyle magazines and newspapers. In addition, at our suggestion, we are penetrating the Hispanic market via print and radio. In fact, in just a one-week period, our submitted radio script was heard over 41 stations, 89 times.
Now we have been asked to take on another assignment of promoting another of the company's brand that has been just ranked #1 in its category by Consumer Reports.
2. Avlon Industries, Inc. - Five years tenure to date.
Based in Chicago, it is an ethnic manufacturer of premier hair relaxers and conditioning products. Its products are strictly professional and sold only to beauty salons. Originally we were called upon to launch a brand new revolutionary product for the company, which is now 16 years old. Avlon is an international company with our generated publicity obtaining worldwide results. We maintain a steady stream of publicity for the company and its products in beauty trade publications as well as consumer ethnic magazines and newspapers. In addition, we handle many special activities for the company concerning the president's appearances and speaking engagements at Chemists Association meetings. Note: He happens to be a Master Chemist.
Because of our contact with many women's organizations all over the country, we recently were able to fulfill Avlon's request for 100 women to whom its techs could give a new makeover and hairstyle. It was much appreciated, as none of the women were financially able to avail themselves of such services. A good deed was accomplished and at the same time, we were able to create positive publicity which we distributed to the trade publications with excellent results. For the third year in a row, we have been running a "Fresh Up Lounge" campaign which consists of complimentary hairstyling services for the spouses of the Congressional Black Caucus. We were requested to do this event, which is a version of what we have been doing for the media and the VIPs of both parties at the National Political and Presidential Inaugurations. Currently, we are also helping to develop an Advisory Council for Avlon. This includes selection of members for the two scheduled annual meetings.
3. Cosmetology Advancement Foundation -10 years tenure to date
Originally we were called upon to launch a beauty scholarship for The Foundation. The Foundation is dedicated to salon industry unity and contributions to its image, growth and development. The Foundation followed our suggestion of holding a press conference featuring successful "Role Models" from all over the country. All role models were personally selected by Lee & Ruskin, and response by the media resulted in excellent consumer print and trade publicity. Following up on this development, we created what has been dubbed its Outreach Program to conferences whose attendees are counselors, parents and teachers who generally put down the industry as a viable career. As an example of the success of this particular type of exposure, we met with a publisher who produces career books and arranged to furnish him with important and accurate material on the opportunities in the professional beauty field. In gratitude for our efforts, he now gives The Foundation a percentage of each sale of that book.
In the middle part of this year, The Foundation was short on funding, so we went directly to manufacturers to solicit sponsorship for the balance of two more conferences this year. We succeeded. Along with everything else, we distribute our releases on all activities and special announcements to the trade press, The Foundation Board, CAF Communications Counsel and CAF Role Models.
4. New York Women's Agenda - Four years tenure to date
During the last four years we have publicized the New York Women's Agenda's Annual Star Breakfast. The event attracts 3,000 top women and men from the diverse worlds of business, arts and the government. We salute five Women "Stars" and three "Honorable Men-tions" at the event. For the last five years, New York's U.S. Senator Hillary Rodham Clinton has been the keynote speaker in addition to Libby Pataki and Donna Hanover. We expect that the next First Ladies will be our keynote speakers in succeeding years.
5. Big Show Expo - Five years tenure to date (for profit)
Big Show Expo, the premier professional ethnic beauty trades show, is now 40 years old. Initially, it was all African-American, but we soon changed the name to The Nubian Latino Show to reflect a growing diversity in that market. To celebrate this new direction before opening this "new" show at the Javits Center, we held a press breakfast at the then new Motown Cafe. We were the first non-music entity to hold a press event there. We drew a crowd of 100 print and TV media. We suggested a salute to both cultures by allocating money from the show's admission fee to be given to appropriate charities like Hale House, etc. The timing to combine these cultures was right on and has won a continuing following in the various cities in which the show is held.
Over the years, we have helped publicize the mission of eight non-profit organizations in health, fitness and entertainment, etc. (see the special events section for further clarification). Lee & Ruskin executives belong to several national and international women's organizations and serve as committee and/or board members.
LEE & RUSKIN
Public Relations/Marketing
