1. Ruder Finn
Multicultural & Image Marketing Group
“Strategy that Delivers the
Multicultural Consumer”

2. Who We Are
Our Specialty: Striking the Perfect Balance Between
Urban and Mainstream Marketing & Communication
Unparalleled grasp of the media landscape and the urban consumer
Full-service niche practice with the resources of a global agency
Proven leader in branded consumer marketing communications
platforms with significant CRM, cultural and entertainment
marketing experience
Award-winning AOR to Fortune 500 corporations, premiere lifestyle
brands, noted individuals, institutions and community organizations
throughout the U.S.
Dynamic, youthful team of professionals skilled at trend-spotting
and creating customized initiatives that generate excitement and
news
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3. What Sets Us Apart
Long-term relationships with highest-level media, influencers
and tastemakers that drive results
Core commitment to fully integrated approach –
Traditional media relations
Special events
Promotions and Media Partnerships
Social media
Advertising
Trusted “media machine” with daily contact and monitoring
across all categories – print, broadcast, and digital
Committed to quality control and deliverables
Accountable, client-focused team
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4. What We Do: Areas of Service
Corporate Social Responsibility and
Cause-Related Marketing Campaigns
National and In-Market Media Campaigns
Branded Entertainment Marketing & PR
Award Show, Red Carpet Event & Gifting
Suite Management
Celebrity Photo Shoot Production &
Management
Multi-City Community and Grassroots
Events
Celebrity Spokesperson Procurement
Influencer Cultivation Campaigns
Press Trips (domestic and overseas)
Media Partnerships
Radio Promotions & Sweepstakes
Sponsorship Development
PSA Production and Placement
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5. RF Multicultural PR Philosophy
Our multicultural PR and promotional campaigns
are designed to:
Increase visibility and brand loyalty
Enhance brand image and attract consumers
Generate significant, relevant and qualitative media
coverage
Establish mutually beneficial relationships between your
brand and the urban tastemaker
Establish a distinctive identity that differentiates you from
the competition
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6. Understanding the Urban Landscape
RF Leads in Multicultural Marketing Communications
Expertise in the Top 25 AA DMAs
Detroit
Oakland
San Francisco
Chicago
Cleveland
St. Louis
Baltimore
Los Angeles
Memphis
Charlotte
Atlanta
Columbia
Birmingham
Ft. Worth Dallas
Houston
Orlando
Tampa
New Orleans
St. Petersburg
Miami
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7. Understanding the AACM and the HCM
Landscape
Key AACM Stats (2008) Key HCM Stats (2008)
Buying Power:
Buying Power:
$980 Billion
$913 Billion
Hispanic U.S. Population:
Black U.S. Population:
46.9 million
38.3 million
Top Five Expenditures:
Top Five Expenditures:
- Housing $142B
- Housing $121.6B
-Food $59B
- Food $59.2B
- Cars/Trucks $30.5B
- Cars/Trucks $32.1B
- Clothing $19B
- Clothing $27.7 B
- Healthcare $17
- Health Care $17.8B
Source: Target Market News Source: Pew Hispanic Center
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8. Client Overview – Corporate & Brand
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9. Client Overview – Institutional
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10. Recent Placement Highlights
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11. Celebrity Experience Highlights
Larenz Tate and Niecy Nash Lynn Whitfield Narciso
The Tate Bros. Rodriguez
Ingrid Hoffman Jasmine Guy Mary J. Blige Judge Mathis
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12. Select Case Studies

13. Be Sickle Smart:
Ask About Iron Overload
Challenge
Build awareness of sickle cell disease and a little
known condition called iron overload
Solution
Leverage relationship with Larenz Tate and the
Tate Bros. to anchor a national communications
platform, the “Be Sickle Smart-Ask About Iron”
health education campaign
Conduct multi-city media tours with the Tate
Bros., including radio station drive-bys, live in-
studio TV interviews, etc
Implement grassroots events partnering with local
churches and health centers
Created microsite and dedicated hotline to
establish direct communication with consumers
Generate ongoing coverage and traffic to
website and dedicated phone line
Results
63 Million Media Impressions Generated
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14. Taking Charge of Breast Cancer
Challenge
Launch a new DVD and Resource Guide
aimed at African American women amidst a
crowded environment for breast cancer
awareness messaging
Solution
Leverage RF’s relationship with Emmy
Award-winning actress Lynn Whitfield to
build a comprehensive media relations
campaign to secure well-placed, high-profile
coverage
Implement grassroots events culminating
with a high-profile appearance in NYC at
the annual Women of Color Breast Cancer
conference organized by New York
Presbyterian Hospital
Results
14 Million Media Impressions Generated
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