Presented by M-Consulting
At the humble age of 28 Lance Gross is one of the leading, up and coming male figures in Urban Hollywood and acclaimed by many to be the next generation’s Denzel Washington. Possessing lead-actor talent and the style to match, he has been a key go-to actor for producer, Tyler Perry & currently stars in the hit TBS sitcom, House of Payne. Also with Tyler Perry, he has performed alongside the likes of veterans like, Angela Basset. Recently, he has become engaged to longtime girlfriend and fellow model/actress Eva Marcille and the two have been touted by many media outlets as being one of the leading couples in Urban Hollywood‌
The story Even with all the fanfare and followers Mr. Gross has amassed there is yet to be a central destination where they can meet and engage with his brand. And though they are healthy associations, they also feel the need to understand him more intimately outside the narrative of his Hollywood romance and roles with Tyler Perry Studios. Outside the House : A Next Generation Branding Campaign, will illustrate to the pathways and strategy that will introduce fans to a more personal side of Mr. Gross‌ The Actor. The Style Icon. The Humanitarian.
The campaign This package offers a mapping of a vehicle designed to drive interaction and engagement with Mr. Gross’ brand by:
The Method Brand Strategy •Develop Brand Goals •Develop Messages/Content •Identify Target Audience •Identify Brand Channels
Brand Design •Brand Identity •Website Design •Print Collateral •Viral Video Production •Blogging Portal
Brand Development •Media/Public Relations •Content Postings •Sponsored Events •Appearances •Blog Updates •Partnerships & Associations •Community Outreach
utilizing multiple brand channels to Spread brand awareness and Recognition to fans.
Brand Strategy The brand strategy begins with a careful assessment of goals and establishing a framework to execute them moving forward:
•Establish Lance Gross as the spirit of young black Hollywood that inspires others through film, fashion & philanthropy. •Pair his brand with an online & offline brand identity that communicates his goals and adequately differentiates him from market competitors •Develop, manage & distribute content that reinforces his overall brand message •Collect & measure campaign results
Audience
Composition
Percentage
African American Women
18-34
65%
African American Males
18-34
15%
Latina Women
18-34
10%
White Other
18-34
10%
•Re-establish Lance Gross brand through his steadfast work in film, fashion & philanthropy. • Discuss the story of the man “outside of the House” – outside of his relationship with Eva Marcille & roles with Tyler Perry Studios • Position the Lance Gross brand as the next generation’s Denzel Washington •Control the Lance Gross message by producing original, viral content that stimulates fan engagement & garners favorable media •Create a database & portal designed to foster direct relationship management with fans •Develop, manage & distribute content that reinforces his overall brand message online and through offline activation •Collect & measure campaign results
Brand Design The brand design begins with a careful assessment of goals & pairing brand goals:
Website Example: The Rowdy Collection
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Website Example: The Angela Turner Group
http://www.angelaturnergroup.com/– is a flash website with a 30 sec. flash introduction & voice-over designed for Italian lifestyle holdings company: The Angela Turner Group
Website Example: Land Rover Atlanta
http://www.landroveratlanta.com is a flash website designed for luxury automobile client: Land Rover Atlanta
Blog Example: Fashion Meets Nightlife
http://www.fashionmeetsnightlife.com: is a flash blog site designed fashion and lifestyle client: Fashion Meets Nightlife Blog. It’s a 5 page fully interactive blog site.
Be the pilot of your own brand message first, the media & fans will serve as co-pilots
Brand development
The Timeline Month 1
Month 2
Create Branding Brief
Distribute Content
Establish Website
Leverage Media Relations
Distribute Fan Updates
Pitch To Brands
Sponsored Events & Fan Engagements
Create Viral Content
Month 3
Create Fan Database
Our organization M-Consulting LLC is a branding consultancy with a focus on brand communications, brand identity & event marketing. We service small businesses & key influencers in the retail, entertainment & hospitality industries to provide comprehensive branding solutions. Whether it's through communicating your story to reach a desired audience, creating a progressive design to build your brand identity or executing an experience that brings it all full circle, we provide your one stop destination. Some of our previous clients include: Grey Goose, Saks Fifth Avenue, The National Black Arts Festival, Wyclef Jean, The Collective Renaissance Guild, Kenny Burns & others‌
Contact Jesse Mills M-Consulting
j.mills@mconsultingfirm.com http://www.mconsultingfirm.com * 443.538.4255