Black MBAs tap Crusoe Marketing

CHICAGO: The National Black MBA Association, a 5,000-strong group composed largely of black business executives, has tapped Crusoe Marketing for a dollars 200,000 international PR campaign to spur member recruitment and corporate fund-raising efforts.

CHICAGO: The National Black MBA Association, a 5,000-strong group composed largely of black business executives, has tapped Crusoe Marketing for a dollars 200,000 international PR campaign to spur member recruitment and corporate fund-raising efforts.

CHICAGO: The National Black MBA Association, a 5,000-strong group

composed largely of black business executives, has tapped Crusoe

Marketing for a dollars 200,000 international PR campaign to spur member

recruitment and corporate fund-raising efforts.



Crusoe, a two-year-old, 14-person Chicago shop, beat out four other

agencies for the account, according to association executive director

Antoinette Malveaux. She declined to name the competitors for the

assignment, but conceded that the association had worked with PR firms

regularly in the past and was not satisfied with its public profile.



’The organization has been around 30 years and it’s not well known,’ she

explained, adding that PR will be used to build awareness of the group

in the 39 US cities where it has chapters as well as in London, where an

international affiliate is based.



A second objective, according to Malveaux, is to broaden the group’s

funding base, which means looking for additional corporate partners. Its

membership consists of African-Americans with MBA degrees, students

pursing MBAs, business professionals, entrepreneurs and corporate

partners such as Coca-Cola, Disney and General Motors.



The association based its selection of Crusoe on the firm’s work for

other clients as well as its media relations expertise. ’They seem to

have very strong relationships with the print and broadcast media,’

Malveaux said.



Crusoe president Susan Crusoe is planning to create a speaker’s bureau

from among the group’s mediagenic members and to focus the spotlight on

Malveaux, figuring a greater public presence for her will mean more

exposure for the association. Crusoe is targeting media that reach

Fortune 500 execs - an audience that could be potential funding

partners.



’It’s a wonderful story that hasn’t gotten out,’ Crusoe said.



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