DEPARTMENT BIOMETRIC
Prepared
Executive Summary
The Parliamentary Registration Department is entering a pivotal moment in Bahamian democracy. For the first time, the nation will transition from paper-based voter cards to a secure biometric voter system — a leap forward in transparency, accountability, and electoral integrity. This is more than a technical upgrade; it is a generational milestone that will shape how Bahamians view and participate in the democratic process.
Fincastle Media Group (FMG) proposes to serve as the Department’s end-to-end communications and project management partner in this historic transition. With elections possible at any time in the next year, urgency and precision are critical. Our plan ensures that all communications assets — from public education campaigns to town halls, media outreach, stakeholder engagement, and digital activations — are fully developed and launched within the first six months, with sustained messaging and reinforcement for a full year. Alongside creative delivery, FMG provides built-in crisis monitoring and risk management, safeguarding the campaign against misinformation, misalignment, and reputational risk.
What sets FMG apart is our unmatched ability to blend local credibility with world-class execution. We are not only communicators but cultural interpreters — deeply attuned to how Bahamians speak, think, and respond. Where others may lean on traditional playbooks, FMG integrates grassroots engagement with modern digital storytelling, ensuring that messages land authentically across every island and every demographic. This includes structured engagement with Family Island administrators, church leaders, and civic organisations to maximise trust and participation.
We bring a proven national track record: from National Insurance reforms (The National Insurance Board) to health revitalization (The Ministry of Health & Wellness) and energy transition campaigns (Ministry of Energy and Transport), FMG has consistently delivered results under accelerated timelines and intense public scrutiny. Our fully in-house creative, design, and production teams ensure speed, quality control, and originality without reliance on external vendors. Just as important, FMG assigns a dedicated resourced team to every portfolio — including executive oversight, project management, production leads, social media managers, copywriting and editorial support, and financial transparency through a dedicated in-house, licensed Financial Controller.
FMG also aligns with international best practices in election communications. With past elections scrutinized by observers from the OAS and Commonwealth Secretariat, The Bahamas has committed to transparency, modernization, and fairness. FMG is the partner who can translate these global expectations into a communications framework that resonates with Bahamians — bridging the gap between international standards and local realities. Our approach also ensures accountability through structured measurement: weekly monitoring snapshots, monthly KPI reports, quarterly branded insights, and a formal six-month review point to evaluate and refine progress.
This campaign demands more than routine communications. It requires a partner who can simplify complex policy into everyday language, anticipate and counter misinformation, and build nationwide confidence in the biometric voter process. FMG is uniquely positioned to deliver a campaign that is comprehensive, strategic, and distinctly Bahamian — one that educates, mobilizes, and inspires trust while upholding the highest democratic standards.
CAMPAIGN AT A GLANCE
FMG is uniquely positioned to guide the Parliamentary Registration Department through the rollout of the biometric voter card — a milestone in strengthening Bahamian democracy.
In just six months, all communications assets will be live, ready for elections at any time. Our oneyear plan sustains momentum, builds confidence, and ensures transparency. Alongside creative delivery, FMG provides hands-on project management, crisis monitoring, and structured reporting — guaranteeing both speed and credibility.
We will deliver:
• Simple, clear voter education for every Bahamian.
• Culturally relevant messaging across all islands.
• Press, digital, grassroots, and community activations under accelerated timelines.
• Stakeholder engagement with administrators, churches, and civic leaders.
• Dedicated team resourcing with executive oversight and specialists on every front.
• Accountability at every step through weekly monitoring, monthly KPIs, and a six-month review.
WHY FMG?
Because this campaign demands more than communications — it requires a partner who can move fast, think big, and deliver with credibility.
CAMPAIGN OBJECTIVES
The primary objectives of the Parliamentary Registration communications campaign are:
NATIONWIDE AWARENESS
Drive understanding of the new biometric voter card system across every island and community, ensuring voters know what it is, why it matters, and how to get registered.
BUILD TRUST & CONFIDENCE
Position the biometric system as modern, reliable, and secure, reinforcing the Registry’s credibility at home and abroad.
SIMPLIFY & CLARIFY
Translate the legislative and technical aspects of the process into clear, everyday language, removing barriers to confusion or misinformation.
MOBILIZE PARTICIPATION
Maximise voter adoption and card registration through targeted campaigns that resonate with youth, first-time voters, seniors, and Family Island communities.
ENGAGE STAKEHOLDERS
Leverage the voices of community leaders, administrators, churches, media, and civic organisations to amplify messaging and foster transparency and buy-in.
SAFEGUARD THE NARRATIVE
Anticipate and counter misinformation with proactive monitoring, rapid response, and mythbusting content that protects the Registry’s credibility.
SUSTAIN READINESS & ACCOUNTABILITY
Maintain engagement beyond the first six months, with structured weekly monitoring, monthly KPIs, quarterly reports, and a six-month review to ensure continuity until the general election is called.
POSITION THE BAHAMAS AS A REGIONAL LEADER
Showcase this national transition as a model of democratic modernization, reinforcing the country’s regional and international reputation for electoral best practice.
STRATEGIC APPROACH
Tone & Positioning
Our communications will be:
SERIOUS:
This is about protecting democracy.
Unifying Message
CLEAR:
Using everyday language, not technical jargon.
RELATABLE: Messages that sound like they’re for real Bahamians, not a press release.
INNOVATIVE: Using modern formats (TikTok, reels, infographics) alongside traditional tools (radio, town halls, newspapers).
The campaign will be anchored by a clear and memorable unifying message: One Bahamas. One Vote. Secured. This theme captures the core values of unity, electoral integrity, and national pride while reinforcing the security of the new biometric voter card. Supporting messages such as “Register. Verify. Vote.,” and “Your Voice. Verified.,” will be used across specific assets to reinforce key actions and provide variety without diluting the main campaign identity.
Why This Matters
• The new biometric voter card is a national milestone: it strengthens elections, prevents fraud, and builds trust.
• International observers (OAS, Commonwealth) have already urged The Bahamas to keep improving clarity and modernization in elections — this campaign will show that we’re meeting those best practices.
• Bahamians need simple instructions: What do I bring? Where do I go? Why does it matter? Our approach ensures that the answers are everywhere, in every format.
How We’ll Do It
1. Meet People Where They Are
• Social media for youth and first-time voters.
• Radio, newspapers, and church partnerships for seniors.
• Traveling help desks and local administrators for Family Islands.
2. One Message, Many Voices
• Consistent script and visuals for all town halls.
• Explainer videos, infographics, and jingles to reinforce the same core message.
• Partnerships with journalists, influencers, and community leaders to spread accurate information.
3. Make It Easy to Understand
• Short 60–90 second videos: “How to Register,” “3 Things to Bring,” “What Biometric Means.”
• Posters, flyers, and WhatsApp share-cards for quick reminders.
• Countdown campaigns as deadlines approach.
4. Stay Ahead of Misinformation
• Weekly “Myth vs Fact” posts to clear up rumors.
• Clear distinction between what is confirmed law and what is still being finalized.
• Rapid response system for misinformation flagged through monitoring.
5. Measure and Report
• Weekly monitoring snapshots on media coverage and information trends.
• Monthly KPI updates on reach, engagement, and sentiment.
• Quarterly branded performance reports with deeper insights and recommendations.
• Real-time adjustments as the campaign evolves.
SCOPE OF WORK & DELIVERABLES OVERVIEW
Scope of Work
Fincastle Media Group (FMG) will provide end-to-end communications support for the Parliamentary Registration Department, ensuring all campaign assets are produced, launched, and sustained to meet the urgency of this national transition.
4.1 Campaign Strategy & Messaging
Deliverables:
• A national campaign theme and visual identity (logos, fonts, templates) package.
• Message frameworks tailored for youth, seniors, first-time voters, and Family Island communities.
• FAQ Guide:
• Online version hosted on elections.gov.bs (downloadable PDF).
• A Printed version for town halls, registration centers, and Family Island offices.
• Crisis and misinformation response plan with standardized talking points.
• Accessibility adaptation of key campaign messages (captioned videos, simplified graphics).
4.2 Creative Development
Deliverables:
• 2 high-resolution or animated explainer videos (educational, plain-language; e.g., “How to Register” and “What Biometric Verification Means”).
• 6 high-resolution campaign social videos (polished, studio/field quality — distinct from mobile-first videos in the Social Media Content Creation package).
• 1 high-resolution 30-second broadcast ad (multi-platform use: TV, digital, social).
• 1 flagship high-resolution 60-second video to highlight the overarching goal of the campaign — broadcast-ready and adaptable for TV, digital, social, and town halls.
• All video assets versioned for multiple platforms (widescreen, square, vertical).
• 4 half-page newspaper ad designs (strategically placed: launch, mid-campaign, verification push, final deadline).
• 3 billboard design templates (adaptable by island):
• General national theme.
• Youth-focused message.
• “Register. Verify. Vote.” sub-theme.
• 1 poster template for town halls (customizable for each island location).
• Digital countdown graphics (sets for 10-day, 5-day, and final-day reminders; adaptable for social, WhatsApp, and web banners).
• Parliamentary Registration Show – Production of a dedicated programme under the A Closer Look portfolio. This show will feature Registry officials, explainers, and Q&A-style content to address FAQs, showcase verification steps, and reinforce trust in the biometric voter card. Episodes will be distributed digitally and broadcast as appropriate, providing a recurring platform for nationwide engagement.
Scope of Work
4.3 Media Relations & Public Affairs
Deliverables:
• 8 press releases (launch, milestones, verification drive, town hall series, final push).
• Press alerts aligned with each town hall, press conference, and major event.
• 1 media training session for Registry spokespeople (to ensure clear, consistent communication).
• 10 TV and radio talk show bookings (strategically spread across the campaign).
• 3 opinion editorials placed in national media.
• Ongoing press conferences, briefings, and journalist engagement.
• Daily/weekly media monitoring across radio, TV, print, and online news — integrated with misinformation monitoring and delivered as summaries to the Registry.
4.4 Traditional Media & Integrated Ad Placement
Deliverables:
• Development of an integrated ad placement strategy to ensure cohesive rollout of campaign assets (flagship video, explainer clips, newspaper ads, billboards, social content) across TV, radio, print, digital, and web.
• Media schedule design that aligns flagship content with campaign phases (launch, verification push, deadline).
• Negotiation of preferential media rates and tracking of value-added placements (e.g., bonus spots, features).
• Monitoring of ad placements with performance adjustments as needed.
4.5 Digital Media Management (Social Media Package)
Deliverables (Monthly):
• Page management for up to 4 platforms (FB, IG, LinkedIn, Twitter/X, WhatsApp Channels).
• Social media audit and recommendations.
• Content strategy and monthly editorial calendar.
• 8–12 posts per month (mix of feed posts, story posts, WhatsApp share-cards).
• 1 monthly strategy meeting with the client team.
• Dedicated account manager + inbox/comment monitoring.
• Crisis monitoring and rapid response formulation.
• Monthly scope check document + quarterly branded performance report.
• Social Media Boosting Budget: Paid boosting and ad spend across platforms (FB, IG, TikTok, etc.) to guarantee reach and engagement. FMG will provide monthly boosting performance reports to track ROI.
Scope of Work
4.6 Social Media Content Creation (Monthly Add-On)
Deliverables:
• 1 hour BTS photography.
• 4 mobile-first 30–60s videos (TikTok, reels, FB, LinkedIn).
• 6 hours of field-based content capture (photo + video).
• Planning and storyboarding included.
• Limited FMG staff voiceover narration (external talent not included).
• 8 social media graphics (usable across all platforms, designed with limited text).
• 2 hours high-resolution event coverage (1 event).
• 1 high-resolution post-event recap reel.
• Up to 3 rounds of edits per deliverable.
4.7 Public Engagement & Activations
Deliverables:
• Support with town hall coordination in New Providence and the Family Islands.
• Development of standardized presentation materials, including:
• 1-page talking points for speakers.
• PowerPoint presentation (max. 22 slides).
• 1 set of designed voter information sheets.
• Outreach support to local leaders and stakeholders (churches, civic groups, Family Island administrators) to amplify turnout and credibility.
• Integration of Stakeholder Clarification Kits (talking points and briefing notes for administrators, church leaders, civic groups) to ensure consistent messaging and alignment across the country.
• On-site branding support for town halls (signage templates, pull-up banners, stage visuals).
4.8 Monitoring & Reporting
Deliverables:
• Weekly monitoring snapshots summarizing media coverage, misinformation trends, and public sentiment (integrated with overall project management oversight).
• Monthly KPI reports covering campaign reach, engagement, sentiment, and verification trends.
• Quarterly branded performance reports with deeper insights, visuals, and strategic recommendations.
• Final comprehensive campaign impact report consolidating all monitoring and reporting at the end of the programme, including recommendations for election day communications readiness.
TIMELINE & PHASING
FMG will deliver all core campaign assets as soon as possible, ensuring readiness should elections be called at any time. At the six-month mark, the contract will be formally revisited to assess progress, review performance data, and determine the next phase. If extended, FMG will sustain public awareness and reinforce messaging for a full year.
Phase 1 – Launch & Development (Month 1)
• Finalize campaign theme and visual identity (logos, fonts, templates).
• Draft and design FAQ guide (online + printed).
• Establish and optimise social media platforms (page setup, audits, branding).
• Develop content pillars, editorial calendar, and messaging frameworks.
• Begin creative development: scripts, graphics, storyboards for videos and ads.
• Storyboarding begins for flagship 60-second broadcast-ready video.
• Accessibility measures incorporated into early assets (captioned videos, simplified graphics).
• 1st press release to announce campaign preparations.
• Initial media training for Registry spokespeople.
• Secure first round of TV/radio talk show bookings (airings begin Month 2).
• Overall Project Management & Crisis Management begins immediately, including scheduling, vendor coordination, stakeholder liaison, and initial monitoring setup.
Note: Content development occurs in Month 1. Public rollout of assets begins in Month 2 after approval.
Timeline Snapshot
Urgency: All major campaign assets live within 6 months, ensuring readiness if elections are called.
Review Point: The contract will be formally revisited at the 6-month mark, with performance data and a review of FMG’s project coordination and crisis management readiness guiding the next phase.
Momentum: Clear phases of work — from launch and education to mobilization and the final push.
Accountability: Backed by Overall Project Management & Crisis Management, including weekly monitoring snapshots, monthly KPI updates, and quarterly branded reports.
Flexibility: If extended, FMG will sustain messaging, monitoring, and crisis readiness through 12 months, carrying the campaign right up to Election Day.
Phase 2 – Education & Engagement (Months 2–3)
• Release 1st and 2nd explainer videos.
• Launch flagship 60-second broadcast-ready video (multi-platform: TV, social, digital, town halls).
• Rollout of 2 campaign social videos.
• Deploy radio jingles and newspaper ad #1 (launch ad).
• Launch first billboard creative.
• Integrated ad placement schedule begins (cohesive rollout across TV, radio, print, digital, and social).
• Paid social media boosting begins to amplify reach of first videos and ads.
Begin town hall series in New Providence and Family Islands.
• First on-site branding support deployed at town halls (signage, banners).
• Regular social posts, WhatsApp share-cards, and graphics begin.
• Press releases + alerts tied to town halls and events.
• Launch of the “Parliamentary Registration Show” under A Closer Look, with topics covering verification, registration deadlines, and public FAQs.
Phase 3 – Mobilization & Momentum (Months 4–5)
• Release remaining 4 campaign social videos.
• Deploy newspaper ads #2 and #3 (mid-campaign + verification push).
• Launch additional billboard designs (youth-focused + “Register. Verify. Vote.”).
Release 30-second high-resolution broadcast ad (TV + digital).
• Produce and publish mobile-first reels/TikToks monthly.
• Boosting budgets increased to support mid-campaign video releases and verification push.
• Integrated rollout of new billboard and newspaper ads across media schedule.
• Flagship video rebroadcast and clipped versions reused for social/digital to maintain momentum.
• Town halls continue across Family Islands.
• Targeted influencer/creator partnerships for youth mobilization.
• Additional press releases, alerts, and talk show appearances.
Phase 4 – Final Push (Month 6)
• Deploy newspaper ad #4 (final deadline reminder). Rollout digital countdown graphics (10-day, 5-day, final-day).
• Boosting allocations concentrated on countdown graphics, final press blitz, and last town halls.
• Distribute poster templates for final town halls.
• On-site branding and final posters distributed for last round of Family Island town halls.
• Produce high-resolution recap reels of town halls and events.
• Outreach support to churches, civic leaders, and Family Island administrators for final turnout push.
• Final pre-deadline press release and media blitz.
• Contract Review Point (End of Month 6)
• Compile and present full campaign performance data.
• Contract formally revisited with the Registry.
• Review will cover campaign outcomes as well as FMG’s project coordination and crisis management readiness.
• Decision point: extend to sustain phase or close campaign.
Phase 5 – Sustain & Report (Months 7–12, subject to extension)
• Weekly monitoring snapshots continue (media coverage, misinformation trends, public sentiment).
• Monthly KPI reports delivered to the Registry (reach, engagement, verification trends).
• Quarterly branded performance reports with deeper analysis, visuals, and strategic recommendations.
• Ongoing social media management (8–12 posts/month including stories, WhatsApp posts, and boosted content).
• Continued misinformation monitoring and rapid response via social and press channels.
• Refresh and recycle evergreen campaign content for continued visibility.
• Final comprehensive campaign impact report consolidating all monitoring, reporting, and performance results at the end of the programme, including recommendations for election-day communications readiness.
SUCCESS METRICS & MEASUREMENT
FMG will measure the success of the campaign using clear Key Performance Indicators (KPIs) across communications, engagement, and outcomes. These will be tracked through a combination of digital analytics, media monitoring, direct community feedback, and Registry data.
Reach & Awareness
Metrics:
• Reach of print, digital, and broadcast assets.
• Geographic spread of billboard and poster visibility.
Measurement Tools:
• QR codes embedded in print ads, posters, and billboards linking to FAQ or explainer videos.
• Unique tracking links (UTMs) in social posts and digital ads.
• Vendor reports from newspapers, billboard companies, and broadcasters confirmed placement of campaign assets..
Engagement & Education
Metrics:
• Views and interactions with campaign videos and posts.
• Attendance at town halls and activations.
• Downloads of the FAQ Guide.
Measurement Tools:
• Social platform analytics (Facebook, Instagram, TikTok, YouTube).
• Polling and short surveys at town halls and online (“Do you understand the biometric process better after this session?”).
• Feedback from Family Island administrators and civic partners.
• Google Analytics to track FAQ downloads and site visits.
Mobilization & Participation Readiness
Metrics:
• Biometric card registration and verification numbers.
• Uptake across key demographics (youth, Family Islands).
Measurement Tools:
• Monthly reports from the Registry on registration and verification.
• Tracking uptake spikes after campaign bursts (town halls, ads, billboards).
• Geo-based QR scans to compare reach across islands.
Trust, Transparency & Misinformation Monitoring
Metrics:
• Public sentiment toward the campaign and Registry.
• Frequency and speed of misinformation responses.
Measurement Tools:
• Daily media scans with weekly monitoring snapshots delivered to the Registry (radio, TV, print, and online news).
• Social listening to track rumors, misinformation, and emerging narratives.
• Weekly “Myth vs Fact” posts and reporting to correct and clarify misinformation.
• Tracking response time between misinformation appearing and official corrections being issued.
• Oversight and escalation handled under Overall Project Management & Crisis Management.
Campaign Performance & Accountability
Metrics:
• Delivery of assets on time and to agreed quality standards.
• Client satisfaction and confidence at the 6-month review point.
• Effectiveness of FMG’s project oversight and coordination.
Measurement Tools:
• FMG’s internal project management tracker (Asana) to monitor deadlines and deliverables.
• Monthly KPI reports to the Registry.
• Quarterly branded performance reports with insights, visuals, and recommendations.
• Formal 6-month review report with a dashboard of outputs, outcomes, and performance evaluation under Overall Project Management & Crisis Management.
Community & Partner Feedback
Metrics:
• Effectiveness of stakeholder outreach (churches, civic groups, administrators).
• Sentiment and understanding among community leaders.
Measurement Tools:
• Short feedback forms for Family Island administrators and civic leaders after town halls.
• Qualitative feedback collection through one-on-one calls or mini surveys with stakeholders.
STAKEHOLDER ENGAGEMENT
Purpose
Stakeholder engagement is critical to ensuring that the biometric voter registration process is trusted, understood, and widely adopted. By equipping respected community leaders, administrators, and civic groups with the right tools and information, FMG will multiply the campaign’s reach and credibility across The Bahamas.
Objectives
• Build trust and credibility by leveraging voices that communities already respect.
• Extend campaign reach into every island, church, school, and civic space.
• Provide stakeholders with clear, consistent messaging tools to avoid confusion.
• Create feedback loops so the Registry has real-time insight into community concerns and challenges.
Deliverables
Stakeholder Mapping & Outreach
Identification of key groups (Family Island administrators, church leaders, civic groups, youth orgs, unions).
Drafted and distributed invitations, outreach letters, and stakeholder engagement communications.
Stakeholder Briefing Materials
1-page talking points in plain language.
PowerPoint deck (max. 22 slides, standardized for town halls and briefings).
FAQ sheets (print and digital).
Stakeholder Engagement Sessions
Briefing meetings and mini-workshops with stakeholder groups.
Administrator training on how to communicate the biometric process locally.
Amplification Tools
Toolkits for stakeholders including: sample graphics, social media captions, and flyers.
Coordination with stakeholders for amplification via churches, schools, and community organisations.
Feedback Mechanisms
Post-briefing feedback forms (short surveys with 2–3 key questions).
Regular check-ins with Family Island administrators to identify local challenges and monitor sentiment.
OVERALL PROJECT MANAGEMENT & CRISIS MANAGEMENT
Retaining Fincastle Media Group (FMG) means the Parliamentary Registration Department will have comprehensive oversight and built-in crisis management support throughout the campaign. This is not an optional add-on — it is a core part of our monthly package and ensures the Registry is fully protected against misinformation, misalignment, and reputational risk while also benefiting from seamless project coordination.
By partnering with FMG, you will automatically benefit from:
• End-to-end project coordination covering scheduling, vendor management, approvals, stakeholder liaison, and day-to-day oversight of campaign activities.
• A Crisis Communication Playbook outlining roles, responsibilities, escalation workflows, and approval protocols.
• Pre-approved templates for press releases, FAQs, and “Myth vs Fact” posts — ensuring consistent, accurate messaging is ready to deploy immediately.
• Daily media scanning and weekly monitoring reports that flag misinformation, emerging issues, and public sentiment trends.
• One media training session for Registry spokespeople to prepare for tough questions and interviews (with additional sessions available if required).
• Stakeholder clarification kits (talking points and briefing notes for Family Island administrators, church leaders, and civic partners) to maintain one national voice during the campaign.
• Ongoing reputation monitoring and misinformation response, ensuring rapid correction of rumors or false claims.
• Crisis debrief reports following any significant incident to evaluate response and refine future actions.
• Direct access to FMG’s rapid-response communications team, guaranteeing that if an issue arises, the Registry has professional support on standby.
WHY FMG
At this pivotal moment in Bahamian democracy, the Parliamentary Registration Department needs more than a vendor; it needs a trusted partner who can deliver at scale, under pressure, and with creativity rooted in our culture. Fincastle Media Group (FMG) is that partner.
Our Edge FMG brings unmatched advantages to this campaign:
• Proven track record delivering national campaigns with measurable impact (NIB, Energy Summit, EZ Renew).
• Deep understanding of Bahamian culture, language, and humor — connecting with every demographic authentically.
• In-house production capabilities across design, video, content, and media.
• Network of journalists, influencers, and grassroots leaders to build credibility and extend reach.
• Reputation for delivering under pressure with precision, creativity, and professionalism.
Brands that Have Trusted Us
Meet The Team
Larissa Lundy
Dijonnaie Black
Jhanae Winter
Preston Ferguson Jr. Erin Scavella
Kimmie Lloyd
Kamille Ryan
Ashanté Pratt
Tyreke Butler
Khaylee Sands
Jonico Pratt
Missick
Davina Rutherford
Maelynn Ford
Gail Clarke
Kentario McKenzie
Core Team Members
Every client has direct access to executive leadership while benefiting from a hands-on project team with defined roles.
PAUL G. TURNQUEST
20+ years in journalism, media strategy, and communications
• Founder & CEO of Fincastle Media Group — 10 years of sustained growth and client success
Proven track record in lead generation and the delivery of conversion-driven campaigns
• Expertise in full-cycle campaign management — from concept to execution, across traditional and digital platforms
• Skilled in stakeholder engagement, content strategy, and brand storytelling that build trust and authority
Strong focus on client management, ensuring long-term relationships and repeat business through consistent delivery of value.
GEORGETTE TURNQUEST
• 15+ years in communications, marketing & PR with 10+ years in media buying across traditional & digital platforms.
• Experienced in managing multi-million-dollar campaign budgets with ROI focus, integrated project management, and crossfunctional leadership.
• Skilled in ad placement strategy, creative ideation, and asset production for brand storytelling.
• Proficient in focus groups and qualitative insights analysis, with a strong track record in client management and long-term relationship building.
• Currently serving as Managing Director of FMG for 7 years, leading agency operations and growth.
EWURABENA APPIAH
• 20+ years in journalism, broadcasting, production, and strategic communications. Specialist in storytelling, crisis comms, campaigns, creative strategy, and media training.
• Proven leader of impactful political, government, and corporate campaigns.
• Founder of Isolation Television.
• Writer known for precision, wit, and persuasive impact. Extensive network for fast execution and resource alignment.
• Leadership built on editorial rigor and creative innovation.
LARISSA LUNDY
5+ years’ experience in integrated marketing, content strategy, and campaign leadership
• Specialist in luxury and hospitality marketing with a focus on aspirational brand storytelling
• Proven ability to deliver high-impact, performance-driven campaigns for national and internationally recognized brands Skilled in end-to-end project management, from creative ideation to execution, across traditional and digital media
• Strong foundation in strategic management, consumer behaviour, and international marketing
• Adept at tailoring brand strategies to diverse industries, ensuring creative alignment and market relevance
• Experienced in driving performance-based marketing that aligns creative excellence with business objectives
Core Team Members
JHANAE WINTER
5+ years’ experience leading high-impact marketing campaigns across public, private, and nonprofit sectors
• Expert in strategic storytelling, brand positioning, and audience engagement
• Proven track record managing multi-client portfolios and highprofile initiatives from concept to execution Skilled in creative direction, project management, and multichannel campaign delivery
• Adept at aligning marketing strategies with business goals to achieve measurable results
• Recognized for innovative, audience-focused campaigns that elevate brands and drive tangible outcomes
ASHANTÉ PRATT
• 8+ years in branding, graphic design, creative direction, and brand strategy
• Experience across hospitality, retail, government, nonprofit, beauty, health, fashion, music, food, and construction
• Specialist in packaging design, campaign branding, brand identity development, brand management, and communication strategy
• Proficient in Adobe Creative Suite, Canva, and CapCut Portfolio includes EzRenew, Ease Up Slow Down, SCB Frauds & Scams, Energy Summit collateral, Bites On Bay rebrand
• Recognized for intentional, research-driven design and clientfocused execution
KHAYLEE SANDS
• 10+ years of experience in videography, media production and creative direction
Experience supporting corporate campaigns, live broadcasts and television productions, tourism and hospitality marketing, and other creative initiatives
Portfolio includes work in project management for British Colonial Nassau, production lead for Ministry of Energy and Transport, British Colonial Nassau and A Closer Look
Driven by client satisfaction, with proactive, detailed-focused approach to every project
KAMILLE RYAN
• 5+ years in graphic design, media production, and branding
• Experience in website design, branding, photography, and campaign asset development
• Created websites for clients including Seahorse Institute, Ministry of Energy & Transport, and Fincastle Media Group
• Portfolio includes NIB Rate Increase, New Energy Era programme and Integrated Project Management rebrand
• Proficient in Adobe Creative Suite, Microsoft Office, Canva, CapCut, and web platforms (GoDaddy, Wix, Squarespace, WordPress)
• Known for blending technical expertise with creative execution to produces high-impact results
Resourcing – Our Team, Your Campaign
FMG commits a dedicated cross-functional team to the Parliamentary Registration Department, ensuring that no single element of this campaign is left unsupported.
Directly Allocated Roles:
• Executive Oversight: Paul G. Turnquest (CEO) & Georgette Turnquest (Managing Director) Ewurabena Appiah (Executive Content Strategist)
• Client Management Relations: ensuring ongoing alignment with the Registry.
• Project Management: Dedicated project manager to coordinate all moving parts.
• Social Media & Digital: Social media manager for content scheduling, publishing, and community monitoring.
• Creative & Content: Graphic designer, copy editor, and writer for clear, consistent messaging.
• Production:
• High-resolution production lead for broadcast-quality content.
• Mobile-first production lead for social-first video.
• Finance & Admin: Dedicated accountant to track budgets, manage vendor payments, handle invoicing, and provide financial transparency.
Assurance of Depth:
FMG operates with a multi-layered staffing model, ensuring no single point of failure. Every critical role, from project management to production, has secondary support, so the Registry can be confident in continuity, redundancy, and reliability throughout the campaign.
Our Process
Choosing FMG means your campaign will never rest on one person’s shoulders. Each client account includes:
• A dedicated project manager to coordinate all moving parts.
• A social media manager to run daily content and engagement.
• A high-resolution production lead and a mobile-first production lead to capture and deliver video content.
• A copy editor and writer to ensure clear, consistent messaging.
• A client management lead to maintain ongoing communication and alignment.
• A dedicated accountant to track budgets, manage vendor payments,handle invoicing and provide financial transparency.
This multi-layered structure guarantees that every deliverable is carefully planned, executed, and reported — with the confidence that several experts are dedicated to your portfolio at all times.
CLIENT SNAPSHOTS
Contribution Rates Increase Campaign
September 2023 - July 1st, 2024 | Sector: Quasi-Government
The National Insurance Board of The Bahamas (NIB) provides vital income protection for Bahamians. Ahead of a contribution rate increase on July 1, 2024, FMG led a national communications campaign to prepare the public with clear, accessible, and timely information across all major media platforms.
OBJECTIVES
• Raise national awareness of the upcoming rate increase
• Improve public understanding and encourage informed participation
• Promote transparency through digestible, citizen-focused messaging
CHALLENGES
Limited public knowledge of NIB, Nassau-centered activations, national outreach challenges, public skepticism and accountability concerns, and a tight rollout timeline to reach all audiences.
STRATEGIC APPROACH
FMG executed a multi-platform campaign built on clarity, responsiveness, and reach.
Content included video FAQs, town hall support, and targeted social messaging, with the top-performing piece addressing employee contribution accuracy. Localized digital outreach ensured Family Island audiences were also engaged, extending impact beyond New Providence.
Collaboration with Partners
To avert crisis, collaboration efforts between OPM, through “A Closer Look”, were utilised to expand the reach of the rates increase campaign for broadcast TV. It featured a two-part segment with FAQ questions asked by the public which NIB executive representatives were able to address.
• The episodes were live-streamed to 1.7K followers on ACL’s Facebook page.
• They aired during primetime at 8 pm.
EXECUTION
• Media Mix: Digital (social & search), radio, television, billboards, print, stakeholder meetings, and town halls
• Creative Assets: Branded videos, campaign website, radio spots, social posts, print materials
• Distribution Strategy: Phased rollout with performance-driven adjustments and community-focused content
KEY TAKEAWAY
The campaign turned a sensitive policy announcement into a successful public education effort. By balancing digital and traditional media, FMG built understanding, drove national engagement, and reduced misinformation amid public uncertainty.
RESULTS
Alongside traditional and social media, FMG built a dedicated website to streamline and share details on the NIB rate increase. This section highlights the campaign’s performance and reach across all media channels. Across social platforms, the campaign delivered:
PLATFORM SOCIAL MEDIA INSIGHTS
253,700 Views 52,400 Reach
5,090 Total Interactions
4,665 New Followers
INSIGHTS
~7,383 Total Users
8,722 Total Sessions
6,792 (92%) New Visitors
“A Closer Look”
2017 to Present | Government
A Closer Look is The Bahamas’ leading public affairs broadcast, airing weekly in primetime with national reach. Since its launch, FMG has overseen its full execution—evolving it from an in-studio show into a dynamic, multi-platform property. Over five seasons and 120+ episodes, ACL has become a network-quality civic platform, blending documentary storytelling, news features, and culturally resonant digital content.
OBJECTIVES
• Showcase national initiatives in a format that is accessible, engaging, and locally resonant
• Strengthen audience trust and cross-generational engagement through high-quality production and storytelling
• Expand the show’s digital footprint through platform-specific content that meets audiences where they are
STRATEGIC EXPANSION & FORMAT EVOLUTION
Since its 2022 refresh, ACL has grown into a content ecosystem. FMG introduced new formats and a multi-platform rollout, with each episode repurposed into reels, infographics, carousels, and livestreams to extend impact beyond broadcast.
ACL: MAN ON THE STREETS
This segment shares unscripted opinions from everyday Bahamians. With 1M+ views and 5K+ likes, it’s a digital mainstay that drives cultural dialogue and relatability.
A CLOSER LOOK PRESENTS
A premium format for national milestones, ACL Presents transforms major events—like the Budget Debate, Grand Lucayan Signing, and Independence Celebrations—into human-centered storytelling.
EXECUTION & REACH
FMG delivers end-to-end creative, including full-length episodes, branded graphics, motion packages, and data-led visuals. Content is platform-optimized for TV, Facebook, Instagram, TikTok, and YouTube. Over five seasons, ACL has achieved:
284.8K+ Total Reach
16K + Profile Visits
KEY TAKEAWAY
18.8K+ Content Interactions
4,700+ Followers
120+ Episodes Produced
ACL is a blueprint for high-impact civic storytelling. Its blend of consistent broadcast excellence and digital agility has created a media product that not only informs but also activates; a strategy that would work in several different environments. The strategy is designed to power engagement, community storytelling, and branded public messaging, all with FMG’s signature editorial precision and cultural fluency.
The Ministry of Energy & Transport
July 2024 - Present | Government
The Ministry of Energy and Transport (MOET) directs policy on energy, road safety, and transportation. FMG supports with strategic communications, managing social media and producing multi-channel content. Campaigns include New Energy ERA and Drive Safe to Arrive Alive.
OBJECTIVES
• Raise awareness of key initiatives in road safety, energy, and transportation
• Improve public engagement through clear, consistent messaging
• Deliver measurable results through strong creative and agile execution
CHALLENGES
• Cross-department coordination, last-minute requests, and tight timelines required FMG to maintain quality while reaching diverse audiences across islands and age groups, balancing traditional and digital media for accessibility.
STRATEGIC EXPANSION & FORMAT EVOLUTION
To connect policy to everyday life, FMG built MOET’s digital foundation with a website and social channels, including Instagram, TikTok, and WhatsApp. Campaigns like Drive Safe to Arrive Alive used DJs and influencers to deliver bold, relatable messages. By blending digital, traditional, and grassroots tactics, FMG created culturally relevant content with national reach, including the Family Islands, while ensuring agile, strategic execution.
EXECUTION
Portfolio Scope Highlights
• Media: Social, website, TV/radio, billboards, print
• Engagement: Town halls, focus groups, events
• Assets: Video, branding, merchandise
• Distribution: Phased rollouts, targeted content, influencers, events
KEY TAKEAWAY
FMG’s partnership with the Ministry helped transform policy into meaningful public dialogue. Through creative storytelling and audience-driven content, we bridged the gap between government and community while delivering measurable results in reach, engagement, and public sentiment across both traditional and digital platforms.
RESULTS
The following is based on the timeline of July 1, 2024, to July 31, 2025, across multiple platforms:
100K+ Views
72.3K Reach 1.4K Net Followers
13.8K Interactions
ESTIMATES
Parliamentary Registration Department Biometric Voter Card
Communications Campaign Quote
Fincastle Media Group (FMG) is pleased to present this quote for the design, development, and execution of a nationwide communications campaign to support the rollout of the biometric voter card.
This scope covers the items specified in the proposal scope of work.
• Campaign strategy and messaging to simplify and clarify the voter registration and verification process.
• Creative development including broadcast-ready video, social media content, print and billboard assets, and a dedicated Parliamentary Registration Show under the A Closer Look portfolio.
• Media relations and public affairs support to ensure clear, trusted communication through press releases, talk show appearances, and stakeholder engagement.
• Digital and social media management, including daily content, community engagement, and paid boosting to guarantee reach.
• Public engagement activations such as town hall coordination, presentation kits, and branded support materials.
• Ongoing monitoring, reporting, and crisis management to safeguard the Registry’s credibility and reinforce public confidence.
• FMG will deliver all core assets within six months, ensuring readiness should elections be called at any time, with an option to extend for a full year of sustained messaging and monitoring.
Suggested Media Placement Budget - Parliamentary Registration Department Biometric Voter Card Communications Campaign Quote
Fincastle Media Group (FMG) is pleased to present this Media Placement Budget for the Parliamentary Registration Department’s Biometric Voter Card Campaign. This budget reflects Bahamian market rates for broadcast, radio, print, social media, and outdoor placements.
• Suggested allocations across broadcast, radio, print, social media ads, and billboard placements in both New Providence and the Family Islands.
• Vendor permit fees where applicable.
• A built-in 15% industry-standard agency fee, which covers negotiation, scheduling, vendor management, creative trafficking, and reporting oversight.
• A 5% contingency allowance to safeguard against vendor rate changes, additional ad spots, or urgent last-minute buys. This ensures campaign continuity without the need for separate approvals during critical phases.
• This media schedule ensures nationwide visibility, targeted reach across demographics, and readiness to scale during key campaign milestones (launch, verification push, and final deadline).
