United States Tennis AssociationGlobal Novations recently worked with the United States Tennis Association (USTA) to expand its outreach to diverse communities by creating two events called Breaking the Barriers. The first was a large community event that was held at Fountain Square in Cincinnati, Ohio. It was designed to make tennis available in targeted communities that were previously uninvolved with tennis.
A VIP Reception was held afterwards to thank all of the community volunteers and leaders who helped with the effort. The reception included an exhibit that chronicled the history of diverse communities in tennis, spotlighting many of the unheralded champions and giving special recognition to a local leader in tennis. It was well received in the community and results are currently being measured.
Entertainment CompanyAn entertainment organization with over 85,000 employees recently engaged in Market Optimization with Global Novations. The client needed to significantly increase utilization by diverse suppliers. Research indicated an opportunity to greatly increase revenue in African American gaming, entertainment, and leisure markets.
The objective of the project was to establish the client organization as the partner of choice among African Americans through targeted marketing initiatives that complemented the company's diversity, political, and external affairs strategy.
Global Novations developed a Market Optimization strategy that would not only introduce diverse suppliers but develop culturally relevant events to engage the African American market.
Measured outcomes of the Market Optimization strategy:
- Top line and bottom line growth
- Sponsorship revenue (a newly generated revenue stream)
- Activation of sponsors and partners
- Supplier diversity
- New cultivation of consumers in the African American market
- Increased attendance to events
- Increased offer redemption
- Increased awareness of brand and improved brand reputation in community
Global Novations