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