Santiago Solutions Group

Santiago Solutions Group created a 3-year, integrated Marketing Communications plan for national construction material manufacturer USG-Sheetrock. This plan aligned with the Marketing Strategy we developed for USG’s Hispanic segment and detailed a series of tactical programs to meet their strategic goals.

These tactical programs ranged from time-sensitive sales promotions in key retailers and markets with retail activation, digital and in-field marketing support, to relationship-building initiatives with top Hispanic contractors, providing custom marketing tools and opportunities for long-term engagement.

The first year of tactical programs’ activation generated positive results in both brand awareness and sales among USG’s Hispanic customers and key distributors. One example was a targeted promotional campaign in Dallas and Atlanta markets. This campaign to Hispanic contractors and foremen generated up to 52% CTR through geo-targeted online advertising.

Santiago Solutions Group developed and executed Espíritu de Progreso Latino (EDPL) or Spirit of Latino Progress for the Chivas Regal® brand. This program is a long-term, Hispanic CRM platform aligned with customer insights, Chivas Regal brand positioning and growth trends.

• Santiago Solutions Group integrated paid media with various consumer engagement methods to support the brand’s focus on Chivas Regal 18 as its “halo product”:
• Retail promotion in key participating Hispanic off-premise accounts displaying POS and Chivas 18 ambassadors’ events
• Paid ads and editorial support across targeted print, radio & online media
• Digital Direct Marketing including banner ads, contextual ads, SEM and social media marketing
• Coordinated viral support from community-based organizations through flyers, e-Blasts, e-Letters, Facebook, site links

• Campaign components drove viewers to:
• Retailers participating in the program
• EDPL micro-site and Facebook page for personal engagement opportunities

• The 2009 EDPL program exceeded goals against the following measurements:
• Brand impact – Improved opinion of brand by +67% vs. 50% goal
• Sales impact – Increased Chivas Regal 18 sales by +117%
• Online engagement – Increased by +128% vs. previous year
• Target reach – Increased reach to Bilinguals by +91% vs. 67% goal