40th Anniversary of King assassination marked with multimedia campaign.

Case Study: UC Berkeley Center for Labor Research and Education

Client: McKinney & Associates was engaged by the UC Berkeley Center for Labor Research and Education to lead the strategic communications planning and rollout of a policy brief produced by labor specialist Steven C. Pitts and his colleague William E. Spriggs, chair of the Howard University Department of Economics.

Challenge: Dr. Pitts, a renowned expert on low wage workers, engaged McKinney & Associates to provide strategic counsel, development and execution of the multi-tier communications strategy for a policy brief marking the 40th anniversary of Martin Luther King, Jr.’s assassination.  The focus was to highlight King’s vision of workers’ rights. The brief needed to also point out that America has still not lived up to the prescription for which the slain visionary paid the ultimate sacrifice. 

Solution: Operating within a narrow window of time for execution, McKinney shepherded a process of strategic planning which included tactical rollout, message development, editorial services, design and production, media outreach, database development, and report distribution. The firm played a major role in transforming the policy brief from a conceptual framework into a tangible, bound work of intellectual leadership by two noted, progressive economists. The firm shepherd all phases of development of the document entitled Beyond the Mountaintop: King’s Prescription for Poverty. The public event included a collaborative enterprise with the Service Employees International Union and workers who embodied the still unfinished business that Dr. King personified. The firm coordinated the participation of Memphis sanitation worker Taylor Rogers, who marched with Dr. King in his final days. Media pitches, event staging and distribution of the report to target constituencies were part of the panoply of activities. The campaign culminated in the release of the report at a news conference on April 2, 2008.

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Dynamic visuals and engaging collateral enhance strategic communications goals. McKinney & Associates has a track record of producing compelling graphic and print collateral that strengthen the messaging and goals of a communications campaign. 

These include:

• Brochures and Collateral Development
• Social Marketing and New Media Campaigns
• Video and Audio Production
• Web Site Development, Maintenance and Management

New Media Design
Social networking and new media have created exciting ways to communicate, share information and engage with the public via multiple platforms. The viral effect of social networking extends the reach and impact of messages and the ultimate value of them. With a plethora of emerging "virtual" communications, a spectrum of social marketing outlets portends broad and customized marketing and communications outreach.

McKinney & Associates provides comprehensive new media and social networking communication services to fit our clients needs.

Services include:

• Facebook
• Twitter
• MySpace
• YouTube
• Ning
• Flickr
• Digg
• LinkedIn
• Delicious
• Bebo