PORTFOLIO&CASESTUDIES
The Hannaway Group also known as THG Marketing to its clients, is a full service boutique marketing firm that focuses on increasing visibility of its clients. Our intimate cohort of independent freelance creatives specialize in traditional and digital marketing, branding, events, public relations, social media management and content creation. We are responsive, creative and strategic; we’re different.
Our core competencies include traditional and digital marketing, branding, events, public relations, social media management, and content creation. Our team consists of multitalented freelance creatives who specialize in delivering quality services and increasing the visibility of our clients. Led by creative director and marketing specialist, LaToya Hanna- Moxey, we boast a vast network of meticulously vetted
professionals in the creative and technical fields, spanning the private & public sector. Our strong partnerships enable collaborative, effective solutions to any challenge. We consistently deliver exceptional, timely results that exceed expectations. Our approach is simple yet effective. Our proactive team provides, quick, pointed and strategic solutions that solve your immediate issues, create valuable attention and build lasting results. We also provide services that will increase your ROI. We work smart!
“We aim to be the champions of the message you want to be seen and heard.”
Our mission is to be the premier boutique MARCOM experts in The Bahamas as well as abroad through providing the best in client experiences and delivering quality services to everyone we work with.
Qualifications & Experience: Bachelor’s degree in International Business, Harvard certification in Entrepreneurship Essentials, 20 years of marketing experience in various sectors including hospitality-tourism, fin-tech, retail, restaurant, and healthcare marketing. Founded THG Marketing firm.
Role in Projects: She will provide strategic leadership and oversight for the BBSQ project (s) and fulfill the role of the Creative Director throughout the contracting process. She will work directly with the in-house team at BBSQ to develop strong brand presence and visibility. www.thehannawaygroup.com
THG Marketing is a curated cohort of approximately 12 creative specialists in various areas of photography, videography, graphic design, web design, marketing strategy, public relations, content creation, digital marketing, copywriting, event planning, and styling. The expertise of each part of the team has been outlined in the following pages.
www.thehannawaygroup.com
THG has one in house (resident) WebMaster who possesses expertise in user experience and user interface design, coupled with strong skills in web design, prototyping, and user testing. Our THG Web Master has a professional background that enables him to adeptly create and enhance digital interfaces that are both intuitive and engaging for users.
If required, his role on projects will be to be responsible for consulting on the improvement of the user experience of BBSQ's digital platforms, including the website and e-commerce services. By conducting quarterly audits to ensure the website meets all standards, with a focus on SEO to enhance findability and user-friendliness they will ensure an optimal online presence. (Special Service*)
www.thehannawaygroup.com
THG often has a project lead on every project, depending on the needs of each project. The co-creative director on our team possesses extensive experience in graphic design, art direction, project management and creative strategy, ensuring the visual excellence of advertising and media campaigns. As there are two capable persons respectively on our team that handle this role, their expertise spans across developing unique concepts and orchestrating visual elements to effectively communicate the intended message.
As the lead on every project from concept to completion, the Co-Creative Director plays a critical role in collaborating with clients to define the vision and concept for their marketing initiatives. They are instrumental in detailing and executing the project, coordinating closely with both in-house and external team members to bring creative visions to life.
Our digital marketing specialist brings extensive expertise in digital marketing strategies, including expertise of google analytics SEO, SEM, and email marketing. Her proficiency in social media management and analytics significantly boosts client engagement and visibility, optimizing both reach and conversion rates.
In the BBSQ project, the specialist will be tasked with enhancing the organization's online presence and driving higher engagement across digital platforms, focusing on creating compelling content and leveraging targeted advertising strategies to foster interactive entity growth and brand loyalty.
Our 2 in-house Marketing & P.R. Specialists bring a wealth of expertise in marketing strategies, public relations, and media outreach, coupled with a proven track record in campaign management and stakeholder engagement. Their experience encompasses a broad range of successful marketing initiatives and public relations campaigns, aimed at building robust media relationships and enhancing brand exposure.
In the project, the specialist will lead the marketing and public relations efforts to increase BBSQ's brand visibility and engage stakeholders effectively. They will strategize and implement campaigns that align with BBSQ’s objectives, fostering partnerships and ensuring consistent, positive communication across various platforms.
The 3 Graphic Designers on the THG team are equipped with advanced skills in visual design, typography, and layout. They have a proven track record of creating compelling graphics for both digital and print media. They possess experience in developing comprehensive brand experiences, including collateral, content, and infographics. Our graphic designers effectively translate marketing strategies into impactful visual stories, enhancing the overall brand presence and engagement across multiple platforms, as can be seen in our portfolio.
Once commissioned by BBSQ, our graphic designers will be responsible for developing the visual content for BBSQ's marketing materials, social media, and potentially the website. They will craft visuals for commercials and design a cohesive aesthetic for the brand's entire visual representation. The designer will play a crucial role in ensuring that all visual elements align with the brand's identity and marketing goals, thereby strengthening BBSQ's market position and consumer perception.
THG has a boutique media and visual production team of 2-3 in-house Photographer & Videographers. We often commission the services of our partners for larger projects that require an expansive production team of 610 depending on the project. Our media team possesses expertise in photography and videography, including long-form video creation and advanced editing techniques. They bring a proven track record of crafting high-quality visual content tailored for marketing and branding initiatives for clients in various industries.
In their role at BBSQ, they will be responsible for capturing and producing engaging visual materials for the two infomercials proposed, social media platforms, and other marketing collateral, ensuring that each piece aligns with the brand's strategic objectives and aesthetic values.
The THG production management team boasts extensive expertise in managing and overseeing marketing production processes across digital and traditional media.
With a solid background in branding, public relations, digital marketing, and event planning, the team excels at working with diverse groups to deliver top-quality marketing materials and campaigns. We are skilled in production software, video production, graphic design, and web development, and have a strong grasp of Ecommerce and digital marketing strategies.
In the project role, they will lead the Production Management team to ensure timely, budget-conscious, and high-quality production of marketing materials for BBSQ while collaborating with the BBSQ team to ensure all internal stakeholders are on the same page. They will coordinate with various THG departments, aligning production with strategic goals, and managing the creation of infomercials, promotional videos, and digital content for BBSQ. They will also ensure production adaptability to meet BBSQ's branding, stakeholder engagement, and E-commerce needs while providing continuous updates on progress.
The content creator at THG sometimes doubles in the role of social media manager and is skilled in content production, storytelling, and multimedia creation, with experience in crafting engaging content for diverse platforms. In their role at BBSQ, they will be responsible for the developing and producing content for the organization's newsletters, podcasts, and social media channels.
THG's in-house copywriters possess skills in crafting persuasive and engaging content derived from their experience with marketing campaigns, websites, and social media.
Equipped with these capabilities, they are wellprepared to develop compelling copy for BBSQ's marketing materials, press releases, and online content, ensuring each message is impactful and aligned with the brand's objectives.
The THG style team (MUA, Hair, Wardrobe) is composed of professionals skilled in makeup artistry, hair styling, and wardrobe styling and personal assistance. They bring experience from various photoshoots and events having been a part of our team for the complete 3 years of operation, enhancing the visual presentation and contributing to an upscale production atmosphere.
In their role, they support BBSQ's visual branding efforts by ensuring that individuals featured in the content are styled appropriately, aligning with the project's aesthetic goals.
The Event Planner at THG is a contracted planner who has been on the team for the entire 3 years of operation. She brings expertise in wedding and event planning and management, allowing for the creation of memorable events that enhance brand visibility. With a deep understanding of coordinating various types of events. Intimate to large, from conception through execution, She ensures seamless collaboration among vendors and team members. This includes managing client and vendor communications, creatively directing and sometimes designing and distributing event invitations, coordinating content capture, and overseeing media arrangements for live event coverage.
In the project, our event planner will assist with the planning and execution of BBSQ's events, promotions, and workshops. Her role along with our creative director, encompasses aligning all project facets to achieve a cohesive and impactful event experience, demonstrating their adeptness in navigating the complexities of event management to meet the specific needs of BBSQ.
The THG Project Manager(s) have experience in leading large-scale marketing and communication projects, focusing on enhancing brand visibility and stakeholder engagement while fostering open communication between various teams. With expertise in digital marketing, they have successfully managed diverse teams, developed and broadcasted infomercials, and driven e-commerce sales through targeted campaigns.
In their role at The Bahamas Bureau of Standards and Quality (BBSQ), they will oversee the planning and execution of all marketing initiatives, aligning with BBSQ’s strategic goals. The Project Manager will coordinate the production of promotional materials, manage BBSQ's digital platforms to boost online traffic and support new E-commerce services to enhance the national quality infrastructure while ensuring all deliverables are in alignment with the Creative Director’s vision for this project along with BBSQ’s mission.
Understanding that the heart of many marketing campaigns is the curation of captivating visual elements, THG Marketing has placed emphasis on quality photography and videography in past projects. From pre-production work inclusive of conceptual design, storyboarding and script creation, to day-of shooting, talent placement and styling, to post-production trimming and editing - our team is equipped to handle all details for any videography and photography project. Our commissioned photography and videography teams are in alignment with our commitment to quality visual work which can be seen in our portfolio and the following deliverables created.
The world around us is filled with designs of various sorts and the importance of strong visual design continues to increase as technology evolves.
In keeping up to date with these advancements, THG graphic designers are fully equipped with the experience of new tools such as Canva, the Adobe suite, Google Fonts, Figma and other graphic design tools needed to get the job done. They are also committed to our high standards of creating luxury branding identities that fit the needs and aesthetics of our clients. Our process involves inspiration sourcing, moodboard creation, logo designs, color palette choices and final mock-ups to ensure all clients can receive the branding of their dreams.
16 www.thehannawaygroup.com
In the past few years, THG Marketing has been privileged to work alongside multiple companies to bring their visions to life while addressing any gaps in marketing strategies to foster a cohesive marketing plan and implementation. The below outlines a few of those opportunities and proves our commitment to quality and excellence.
To view our full portfolio inclusive of video production work, click this link and you will be promptly directed to view
Objective:
The main objective was to address the lack of a local in-house marketing manager at Margaritaville, a franchise hotel. This gap led to missed opportunities for the resort to capitalize on current and upcoming events to attract more domestic and overseas guests. Additionally, there was a need to improve communication between different departments within the hotel to align marketing goals and plans.
Strategy:
To tackle these challenges, THG took on the role of a fractional Marketing Manager. The strategy involved implementing multiple local events to draw more domestic visitors, such as Fish Fry Fridays and Christmas Concerts. THG also acted as a liaison between the hotel and local vendors for traditional marketing advertisements, facilitated radio interviews, and built relationships with local media outlets to garner more attention for the brand.
Outcome:
The involvement of THG led to the successful execution of local events that attracted more domestic visitors to the resort. The firm's role as a liaison ensured better coordination between the hotel and local vendors, resulting in more effective marketing campaigns. The facilitation of media relationships helped boost the brand's visibility, ultimately contributing to the resort's goal of attracting more guests.
full brand suite | full color sales kit company facts sheet | interactive flipbook
Opportunity:
Little Pipe Cay, a private luxury resort within the Exuma Cays of The Bahamas, sought to enhance its brand presence. The resort needed a comprehensive brand identity and an informational magazine to supplement its branding efforts and market the property to prospective guests.
Strategy:
THG was brought on board as the branding strategist to develop a full brand identity for Little Pipe Cay. This included creating a logo, color scheme, sub-marks, and an 80-page Sales Kit Magazine. The magazine aimed to provide detailed information about the resort and its offerings, serving as a marketing tool to attract potential guests.
Outcome:
The brand identity and Sales Kit Magazine developed by THG effectively communicated the luxury and exclusivity of Little Pipe Cay. The new branding elements and marketing materials helped in positioning the resort as a premier destination in the Exuma Cays, attracting the attention of high-end travelers and ultimately contributing to the resort's booking rates.
logo | sub-logo | brand guidelines company letterhead | branded vehicle wraps
Objective:
Envirocape, a local Bahamian-owned landscaping company with over 30 years of operation, required a brand refresh to attract potential corporate customers and align its brand with its mission and vision.
Strategy:
THG was contracted to create a new logo and full brand identity, including stationery designs, business cards, presentation templates, and more. The refreshed branding aimed to modernize the company's image and make it more appealing to corporate clients. Additionally, THG was tasked with designing and implementing branded vehicle wraps for the company fleet to enhance brand visibility.
Outcome:
The brand refresh led by THG successfully repositioned Envirocape in the market, making it more attractive to corporate customers. The new branding elements, along with the branded vehicle wraps, increased the company's visibility and contributed to a more cohesive and professional brand image. This strategic branding effort helped Envirocape strengthen its market presence and attract new business opportunities.
“Quantfury prides itself on being “truly Bahamian” and our goal in 2022 was to ensure our clients understood this. When we commissioned THG to produce several media ads that portrayed us as we are, shared our vision and we were impressed with the results. They listened, were easy to work with, communicated effectively and showed up creatively on the project. We didn’t have any worries and new we were in good hands. We look forward to working with the team again very soon.”
~Iyandra Smith Bryan, C.O.O Quantfury Trading
“From the moment I met LaToya, aka (Elle), I knew she understood the needs as it related to hospitality marketing. As a person who has been in the industry for nearly two decades, she exuded passion, knowledge and the utmost professionalism. She respects the process and her team has shown up, over and above what we expected over the course of the year working with them.”
~ LaToya Kemp, Area Director of Human Resources Aimbridge Hospitality
THG Marketing's experience in creating comprehensive brand identities, as demonstrated with clients like Little Pipe Cay and Envirocape, aligns with BBSQ's objective to strengthen its branding. Our expertise in producing high-quality logos, color schemes, and marketing materials creates memorable visuals for the brand which will aid in positioning BBSQ as the central hub for national quality infrastructure systems.
THG Marketing’s success in public relations and media engagement, as seen with various Margaritaville projects, aligns with BBSQ's goal to increase stakeholder understanding and buy-in. THG Marketing's ability to act as a liaison and coordinate events with domestic and international stakeholders will assist BBSQ in promoting a quality culture for services offered.
THG Marketing's experience in digital marketing and ecommerce, particularly their work in social media management and content creation, aligns with BBSQ's objective to launch new services. Our firm's proficiency in online promotion and user engagement can support the introduction of BBSQ's e-commerce initiatives while driving attention to the website.
THG Marketing demonstrates an understanding of BBSQ's mission to advance national development through quality services by showcasing its ability to create impactful brand identities and marketing strategies that resonate with stakeholders. Our approach to branding and public relations reflects an awareness of the importance of promoting a quality culture.
Our firm's vision to be the premier boutique MARCOM expert in The Bahamas and abroad displays a commitment to excellence and innovation, aligning with BBSQ's vision to be the central hub for national quality infrastructure systems - a task that must be accomplished at high levels of excellence and quality.
25 www.thehannawaygroup.com
The case studies explored indicate our ability to address specific challenges, such as enhancing brand visibility and coordinating marketing efforts across different departments and stakeholders, without disrupting the current operations at BBSQ. This aligns with BBSQ's need to strengthen its branding and increase stakeholder engagement in line with its Strategic Agenda (2023-2025) and for the years beyond.
VisualIdentity
In an effort to capture and effectively position BBSQ within the Bahamian market,
THG Marketing has prepared a comprehensive approach to ensure stakeholder understanding and continued engagement with the organization. Our approach will encompass four main areas of marketing to increase brand visibility and ensure the audience is aware of BBSQ’s mission and role within the market.
New Logo Sub-logos
Complementary color palette
Cohesive branding strategy
DigitalMarketing
Social Media Marketing
Short-Form Content
Social Media Audits
TraditionalMarketing
Digital Strategies 01 03 02
Newspaper advertisements
Radio advertising
InfomercialProduction
Pre-Production Planning
Concept Creation
Post-Production Editing 04
Style Team Coordination
Day-of Shooting
The visual assets of any brand set the tone for how the target audience will receive the organization and as many know - first impressions do matter. To create the largest impact with BBSQ’s branding, we are proposing a brand refresh to create a cohesive visual identity that will be easily identifiable and memorable. These visual assets will include an exciting new logo, color palette, classic font pairings and branded templates that support the BBSQ’s objectives while interest to the organization and its mission.
This new visual identity will feed into how we propose to garner stakeholder understanding and buy-in through the methods of traditional marketing, digital marketing and social media management.
In this new age of technology, social media content has made it infinitely easier to place brand objectives in front of target audiences on a more consistent basis. To capitalize on this opportunity, THG Marketing is proposing a full social media audit of two of the most common platforms: Instagram and FaceBook to create tailored strategies for audience engagement for each platform. After the audit is complete and strategy created, we will move ahead with planning a Content Calendar which outlines all information needed to create content that speaks to the BBSQ mission and objectives in terms that are easily understood by target audiences. The short-form photo and video content created will regularly educate and inspire online viewers to continually engage with the BBSQ and find ways they can be supportive of the standards set.
Other digital marketing initiatives include longer form content such as e-newsletters - regular emails sent to a curated list of subscribers. These e-newsletters will allow readers the opportunity to have a more in depth understanding of BBSQ and other applicable information within the respective industries.
Curating a blend of digital and traditional marketing initiatives will allow THG Marketing the ability to engage with a larger demographic, thus enlarging the audience of BBSQ. Traditional marketing initiatives have stood the test of time in gaining audience attention and encouraging engagement. THG Marketing proposes a blend of initiatives that includes captivating newspaper advertisements unveiling the brand of BBSQ in major newspaper outlets.
For locals who prefer to learn new information over the radio, THG Marketing is also prepared to produce and distribute radio advertisements briefly educating the listening public on BBSQ objectives its role along with live interviews with trusted radio personalities, capitalizing on their already engaged audiences.
The scope of BBSQ current and future objectives is relatively expansive and cannot be captured and communicated solely through short form content distributed on social media platforms. With this in mind, THG Marketing has also aligned our proposed solution with requests made for the production of two infomercials. By combining our videography, pre and post production skillsets, we are prepared to create engaging infomercials that capture the audience’s attention and move them to learn more about BBSQ.
Within the production of these infomercials, we begin at the concept stagesunderstanding how best they can be in alignment with BBSQ while understanding the target audiences concerns and interests. After the concept has been established and planned, inspiration is drawn from other successful infomercial campaigns to be implemented.
On the day of both video shoots, the THG styling team will collaborate with the THG production management team to ensure persons used in the infomercial are styled appropriately to not distract from the message of the infomercial and ensure the highest standard of quality is conveyed over video. After shooting has been completed, edits will be made to create the final product, ready to be shared to media outlets.
As an arm of support to the BBSQ, THG Marketing also proposes tailored consultation services to address the needs of event planning assistance and collaborating with the BBSQ team in strategizing future initiatives for product and service launches along with future marketing plans. The consultation services offered will allow THG Marketing to support BBSQ in its continued growth while ensuring the continued engagement of stakeholders.
A full breakdown of the budget for the proposed deliverables can also be found at the end of this proposal, however kindly note that costs are subject to change based on availability and seasonality and any changes made to the scope will result in changes in price quoted.
Only once the estimate has been approved, vendor communication can begin to lock in pricing at the best rates.
Initial kick-off meeting to become acquainted with BBSQ team and project requirements
Event planning consultation w. BBSQ team
Brand Visual requirements collaboratively drafted and handed over to graphic designers
Website Audit
Social Media Audit and Strategy
Radio Advertisement Plan Finalized
Infomercial Plans finalized
Social Media Training with Staff
Social Media Management handed off to BBSQ staff for takeover of future content calendars and engagement with consultation by
THG
Radio Interview 2
Infomercial Video Production Days 1 and 2
Brand review meeting
First round of deliverables received from graphic designers
Revisions required sent over
Social Media Strategy
Complete with First Month
Content Calendar
Event Planning + Project meeting
Press Release 1
Newspaper Graphic Created
Newspaper Ad: 1st round of distributions
Social Media Content Calendar
Month 1 Implemented
Social Media Engagement
Radio Interview 1
Event Planning + Project Meeting
Newspaper Ad: 2nd round of distributions
Infomercial 1: First draft for review
Infomercial 1: Final Edits
Infomercial 1: Distribution to media outlets (if desired)
Final consultation meeting
Infomercial 2: First and final drafts
Infomercial 2: Distribution if desired
Project hand-off and transition to retained services if desired.