Proposal Simple. Effective. Solutions. Presented to
Presented by
RACE AND ETHNICITY: Facilitating Measurable Engagement of the Multicultural Marketplace in America AN INNOVATIVE RESOURCE FOR NARRATIVE TRANSFORMATION AND SCALABLE OUTREACH
Tré Media Stephanie Coleman Houston, Texas 77004 thetremag@gmail.com Phone: (347) 687-3624
e i n a h p e t S
COLEMAN
Tel. 347.687.3624 Web thetremag.com Email thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
HOW DO YOU MEASURE SUCCESS? How might I help you do better?
Tré Nation Media 2603 Augusta Drive Houston, TX 77057
STEPHANIE COLEMAN
EXTEND Media Partnership
1
CENSUS 2020 | INNOVATION + PROPOSAL
ENGAGE Curated Events
ENHANCEMENT Education Expansion
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3
Tré is a strategic platform for sustained dialogue and scalable engagement with your target audience.
Inspiration could be called inhaling the memory of an act never experienced.
Sustained success requires investment in today’s students and families.
Via sustained monthly editorial features and media profiles, the opportunity exist to leverage Tré resources as a method to provide authentic engagement, improve outreach and brand impact in order to increase participation and support from diverse communities of color in the upcoming Census 2020: Shape Your Future — START HERE campaign.
Every response matters. Census results help determine how billions of dollars in federal funding flow into states and communities each year.
Tré‘s Complete Community initiatives can expand via outreach opportunites which build a tangible relationship that supports growth and your desired return on investment.
Tré can design inspiring, scalable and collaborative solutions through the curation of distinct “Signature Events” on behalf of Census 2020: Shape Your Future —START HERE campaign.
Tré empowers Millennials of color and understands the nuances of cultural identity and ethnicity which are the key drivers for participation by diverse consumers.
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Design is a forma relationship to a question. How might we leverage innovation, experiential design and technology to successfully promote participation in the CENSUS 2020: Shape Your Future. START HERE Campaign? THETREMAG.COM Stephanie Coleman 347.687.3624
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
al strategic
America is changing at a rapid pace. Currently, Houston is the 4th largest city in the United States and the largest in Texas. As a growing multicultural city, Houston residents speak more than 90 languages, and it also has one of the youngest populations in the country due to the influx of immigrants in the state. The “black� immigrant population has increased fivefold since 1980. Consequently, developing effective engagement campaigns require robust consideration and an authentic conversation with people of African decent based on culture and nationality not simply complexion. Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Message from the Founder IF IT DOES NOT CHALLENGE YOU, THEN IT DOES NOT CHANGE YOU.”
THETREMAG.COM Stephanie Coleman 347.687.3624
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Tré is Houston’s premier lifestyle, tech and the most innovative media company aimed at building impactful products and tailored experiences for Millennials, niche markets and affluent African Americans consumers.
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Todays media evolution has transformed our life in ways that once seemed unimaginable. Long gone are the days of static reporting. Now, media is a conversation; it is organic, multi-directional and on-demand. As founder of Trè Media Group, we have a proven history of helping forward-thinking clients engage their targeted consumers through innovative narrative, curated media and tailored experiencebased design solutions that drive business forward. We are the “Definitive Voice” of the community and we are transforming culture through authentic and measured human engagement.
e i n a h p e t S
I welcome and invite you to the #trenation experience.
COLEMAN
Stephanie A. Coleman Social Disruptor | Brand Strategist | Behavior Architect | Experience Curator | Founder
Passionate about disruptive media, entrepreneurship, and travel, Stephanie Coleman is the founder of Tré Media Group and No Plan B digital marketing agency. As owner of Tré Media Group, she is driven by the notion of relevancy and shaped by a “How Might We?“ perspective. Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
Go Beyond the Surface. STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
AUTHENTIC. REAL. LIFE. STYLE.
WE ARE IN A RELATIONSHIP WITH OUR READERS. Tré is positioned to maximize reader engagement in order to increase brand loyalty for our partners by leveraging meaningful, distinct and targeted insight into our audience.
Tré helps brands engage diverse consumers, improve brand loyalty and increase their bottom line. We partner with forward-thinking advertisers and marketers striving to reach a wider audience, amplify their message and improve the influence of their engagement with Millennials, niche markets and affluent African-American consumers.
THETREMAG.COM Stephanie Coleman 347.687.3624
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Founded in 2010 by Stephanie Coleman, TrĂŠ Media Group can help Census 2020, marketers and advertisers increase brand loyalty by leveraging media, innovation and data-driven, experiential design solutions. Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Our ethos. Without deviation progress is not p The 2020 Census Barriers, Attitudes, and Motivators Study Survey revealed that self-response for the 2020 Census might increase if participants make the connection between completing a census form and the possibility of an increase in funding or support for their community, notably in support of critical community institutions, organizations, and services.
Harvey and recent floods have displaced thousands or Americans. How might we best engage residents of color and global citizens of African decent to support CENSUS 2020? TrĂŠ Nation Media 2603 Augusta Drive Houston, TX 77057
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Nigeria Ethiopia Brazil Panama Latin American Caribbean Afro-Brazilian As of 2014 an estimated 150,000 Nigerian Americans live in Houston.
n from the norm possible.
There are some distinct differences between U.S.- and foreign-born blacks when it came to age, education, marriage and income. Charles W. Corey of the U.S. Department of State stated that it has been estimated that Greater Houston has the largest Nigerian expatriate population in the United States.. Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Tré Nation Brand Services. Research confirms that African-Americans identify strongly with their cultural legacy, and are proud of their ethnicity, in ways that the average American citizen is not. Where less than half (48%) of Americans as a whole agree that their ethnicity is a significant part of their identity, some 7 in 10 African-Americans say the same. As well, when asked whether they were proud of their ethnic identity 82% of African-Americans responded positively, compared to 70% of the wider American population. Tré understands this engagement need and is a platform built with researched capacity to address this unique fact.
AUTHENTICITY: PEOPLE ARE DIFFERENT & IT’S OKAY Other issues differentiate the African-American community from the rest of the US population. African-Americans report that they face more discrimination than other groups, and they also believe that people sharing their ethnicity have to overcome more disadvantage than other ethnic groups.
Tré Nation Media 2603 Augusta Drive Houston, TX 77057
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Branded Communication Solutions
Curriculum + Education Expansion
Print Promotion + Non-Traditional Media
Networking Events
NE WS
Omni-Channel Engagement + Curated Events
GUIDE
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
THE KEYS TO SUCCESS SOMETHING FOR EVERYONE Market Competition and Product Differentiation
A
EXTEND. The Power of Media
B
ENGAGE The Multiplier Effect
C
EXPERIENCE The Road Ahead
Our reputation in Houston is
The rise of social media and
As an extension to current
unmatched. Although there
the impact of influencers has
products, our future services
are digital media agencies that
reshaped media. Our pricing,
will
succesfully engage Millennials
demographic
minuscule
and predective analytics (AI)
of color, there are no platforms
competition provides a unique
insight which advertisers and
that leverage multiple media
and enormous “Blue Ocean”
marketers can leverage to better
outlets
opportunity for scalable success.
reach their targeted audience.
with
consistency.
THETREMAG.COM Stephanie Coleman 347.687.3624
and
provide
data
analytics
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
COMPETITIVE LANDSCAPE With $89.7 million in spending, Procter & Gamble is the
with $36.1 million in total spending for the 12 months. By
largest advertiser targeting African American consumers,
providing nimble and tech-driven sytems, Tré is positioned
according to Nielsen Company. McDonald’s is second
to be an asset and much needed platform to expand their
with $37.7 million, followed by Johnson and Johnson
penetration in the marketplace.
IS YOUR DIGITAL MEDIA METHODOLOGY HELPING OR HURTING YOUR BRAND? WHAT IS YOUR ENGAGEMENT STRATEGY
October 2006 -September 2007.
TOP
MEET THE CONSUMERS .WHERE THEY ARE
SALES VS SERVICE
78% of African-Americans own a smartphone and 81% are more likely to show support for a favorite brand using social media. True to the marketplace, the African-American consumer is more likely to consume brands that are perceived as culturally connected and authentically inline with their values.
PLATFORM
DIGITAL
25%
We partner to create solutions that resonate. Collectively, the top 25 advertisers targeting African-American consumers spent a total of $681.0 mlllion for 12 months. The outreach budgets are expected to continue rising as the economy shifts. Tré helps advertisers shape their narrative and better relate to the consumer.
SOCIAL
MOBILE
TRADITIONAL
EXPERIENCE
TRÉ BLAVITY.COM THEROOT.COM BLACK ENTERPRISE BET ESSENCE Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Founder of TRÉ MEDIA, Stephanie Coleman creates the movement before the trend. TRÉ utilizes a young and passionate social innovation, media and brand transformation team that leverages on-demand media to create strategic initiatives that disrupt, maximize and transform user engagement and response in the digital age.
Team Members. & Subject Matter #experts
By using a seasonal, task-centered, consultant team, we’re able to remain nimble and relevant. Partnership allows us to maintain control over the costs, deployments, and compatibility with other innovative solutions. We create sustainable and tailored results that leverage What’s New, What’s Relevant and What’s Next.
THETREMAG.COM Stephanie Coleman 347.687.3624
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Stephanie Coleman Senior Social Disruptor
Frank Perez Miletus Ventures LLC | Visionary
Donna Jackson Engagement Innovator Consultant
Connie Foo Life-Cycle Curator
Kamaria Monmouth Digital Narrative Guru
Duane Bradley Gifted Raconteur | Media Specialist
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Packages. What we have to offer. Tré boldly speaks to those issues that matter most to diverse communities. Always trendsetting, our readers are tech-savvy, highly engaged and loyal. Tré Nation Media 2603 Augusta Drive Houston, TX 77057
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Media Partnership
Curated Events
Community Innovation
Traditional Publishing, Editorial, Features, Social Media Feature Distribution
Event specific showcase, niche, pop-up, in-home, grass-root, tactile cultural engagement.
Lecture series and academic collaborative experience. Provide enrichment and student engagement.
INCREASE MARKET REACH AND TRANSCEND EXPECTATIONS
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Media. Partnership #01
Client My Brothers Keeper Solution New Brand and Curated Experience Overview https://youtu.be/UPDTauDn3aw
THETREMAG.COM Stephanie Coleman 347.687.3624
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL HOUSTON HEALTH DEPARTMENT https://youtu.be/BDeIkpBXBUI
01 CASE STUDY
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Client Monday Morning Media Madness Solution Social Media, Art and the Affordable Care Act Overview https://youtu.be/-HpLVCuTPjQ
Curated Experience #02 THETREMAG.COM Stephanie Coleman 347.687.3624
HOUSTON AIRPORT SYSTEM WELCOMES THE ALPHA KAPPA ALPHA SORORITY https://youtu.be/SqxHiN--tXI
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Actinium Aluminium Americium Barium Berkelium Beryllium Bismuth Bohrium Cadmium Calcium Californium Cerium Cesium Chromium Cobalt Resident Copper + Resources Curium Box Subcription
02 #HOUSTON WITH ASHLEY A CONVERSATION REGARDING HEALTH, ART AND COMMUNITY WITH HOUSTON’S FIRST DAUGHTER, ASHLEY TURNER https://youtu.be/w-u1EWQvQz8
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Curriculum. Innovation #01
Client Houston Independent School District Solution Youth Career Engagement Internship STUDENT CAREER ENGAGEMENT HISD, KPFT, HMSTV, https://youtu.be/DXjbuXwc56M
THETREMAG.COM Stephanie Coleman 347.687.3624
Overview https://youtu.be/bydQ2KUL5hQ
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
03 Client Region IV + Science, Math, Art, Technology, Research, Technology Solution Tré SMART Talks Overview https://youtu.be/e2tsLyq3mvs Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
AARP United Nations West Point Academy Florida Grand Opera City Center Theatre Footsteps Group Mercedes Essence Magazine Lowe’s Carnegie Hall, The New York City Department of Health and Mental Hygiene, Alternatives for Natural Healing, Hake Associates Kramer Design Uniworld Group, Impact Graphics,
Latina Magazine NYC Board of Education Sri Chinmoy University of Houston, Texas Southern University, Charity Productions RISD Museum, Rivers, Doyle & Walsh, Keep Providence Beautiful Allstar Medical, Kandi’s Kids Anti-Defamation League Houston Community College Houston Health Department I’Claudia Visual Communication Lincoln Center for the Performing Arts KCOH 90.1 FM HMSTV
Some Clients.
THETREMAG.COM Stephanie Coleman 347.687.3624
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
People we’ve worked with. Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
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02
CENSUS 2020 | INNOVATION + PROPOSAL
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04
Timeline. Going to work. Phase One Aug-Sept 2019
Phase Two Oct-Nov 2019
Phase Three Dec-Jan 2019-2020
Phase Four Feb-Mar 2020
CENSUS 2020
CURATED EXPERIENTIAL EVENT
CURRICULUM INNOVATION FOR STUDENTS
CENSUS 2020 MEDIA PROFILE
January 2020: The Census Bureau begins counting the population in remote Alaska.
April 2020: Census takers begin visiting college students who live on campus, people living in senior centers, and others who live among large groups of people. Census takers also begin conducting quality check interviews to help ensure an accurate count.
Research demographic, outreach goals and opportunities for collaborative outreach.
POLITICS & BUSINESS ISSUE Historical Society Dining/Chef Profiles Travel + Aviation Voting Issues/Trend
January–September 2019: The U.S. Census Bureau opens 248 area census offices across the country. These offices support and manage the census takers who work all over the country to conduct the census. August 2019: Census takers begin visiting areas that have experienced a lot of change and growth to ensure that the Census Bureau’s address list is up to date.
FAITH & BUSINESS ISSUE Financial Planning Love & Romance Financial Planning Education Profiles Rodeo and Cowboys
THETREMAG.COM Stephanie Coleman 347.687.3624
18-months
ARTS & CULTURE ISSUE Mother’s Day Everyday Heroes Historical Society Outdoor Travel Guide
STEPHANIE COLEMAN
05
06
CENSUS 2020 | INNOVATION + PROPOSAL
07
08 March 31, 2021: By this date, the Census Bureau will send redistricting counts to states. This information is used to redraw legislative districts based on population changes.
Phase Five Apr-May 2020
Phase Six Jun-Jul 2020
Phase Seven Aug-Sept 2020
Phase Eight Oct-Jan 2020-21
CENSUS 2020 MEDIA PROFILE
CURRICULUM INNOVATION FOR STUDENTS
CURATED EXPERIENTIAL EVENT
CENSUS 2020 MEDIA PROFILE
April 1, 2020: Census Day is observed nationwide. By this date, every home will receive an invitation to participate in the 2020 Census. Once the invitation arrives, you should respond for your home in one of three ways: online, by phone, or by mail.
May 2020: The Census Bureau begins visiting homes that haven’t responded to the 2020 Census to make sure everyone is counted.
EDUCATION & HOME ISSUE Spring Fashions Automotive Education Profiles Home & Garden Human Relations
EDUCATION & ENTERTAINMENT ISSUE Tre Anniversary Junteenth; Summer Pleasures Medical Profiles
EDUCATION & CULTURE Best of Tre Schools Weddings/Celebrations Travel + Aviation Back to School
COMMUNITY AND FAMILY ISSUE Summer Activities Youth Recreation Woman’s History Cancer Awareness Fitness Spas/Gyms Medical Profiles
December 2020: The Census Bureau delivers apportionment counts to the President and Congress as required by law.
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Estimate. A breakdown of proposed engagement. Engage Local. Impact Global. We deliver innovation, sustainable ideas and measurable solutions. www.thetremag.com
THETREMAG.COM Stephanie Coleman 347.687.3624
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
MEDIA PARTNERSHIP + AUDIENCE BUILDING • PRINT: / 100 PAGES (PREMIERE AD, FEATURED EDITORIALS, PHOTOS, ETC)
TBD
• DISTRIBUTION: TARGETED MAILING. SELECT EVENTS, KEY RETAIL SHOPS (LOCAL, NATIONAL)
TBD
• PRESS ENGAGEMENT, SOCIAL MEDIA, WEBSITE, DIGITAL, RADIO, PODCAST, TV, VIDEO
TBD
CURATED EVENTS + NETWORKING + OUTREACH + FUNDER ENGAGEMENT • STRATEGIC, CULTURALLY DIVERSE, CURATED LOCATION-DRIVEN EVENTS
TBD
• LECTURE SERIES AND KEY BARRIER ENGAGEMENT EXPERIENCE + ADVISORY COMMITTEE
TBD
• EVENT SPECIFIC SHOWCASE, NICHE, POP-UP, GRASS-ROOT, TACTILE ENGAGEMENT, CULTURED
TBD
EDUCATION EXPANSION + CURRICULUM ENHANCEMENT • CULTURAL BASED INFUSION (SCIENCE, TECHNOLOGY, RESEARCH, ENGINEERING, ART, MATH)
TBD
• CURRICULUM SCOPE, RELEVANT, AND ACADEMIC COLLABORATIVE EXPERIENCE
TBD
• FORMAL DESIGN AND INSTITUTIONAL ENGAGEMENT CAMPAIGN
TBD
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Contact. Stephanie Coleman 347.687.3624 www.thetremag.com thetremag@gmail.com
THETREMAG.COM Stephanie Coleman 347.687.3624
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
STEPHANIE COLEMAN
THETREMAG.COM Stephanie Coleman 347.687.3624
CENSUS 2020 | INNOVATION + PROPOSAL
STEPHANIE COLEMAN
CENSUS 2020 | INNOVATION + PROPOSAL
Tel. 347.687.3624 Web. www.thetremag.com Email. thetremag@gmail.com
CENSUS 2020 | INNOVATION + PROPOSAL
BRANDING IS THE EASY PART, THE ESSENTIAL MEASURE OF DISRUPTIVE DESIGN IS TO CREATE SOLUTIONS WHICH COMMUNICATE A NARRATIVE THAT TRANSCENDS SPACE AND TIME.” -Stephanie coleman
STEPHANIE COLEMAN 347.687.3624