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Agency CapabilitiesANA LGBTQ Diversity Fair November 10, 2021
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Bold alone.Brilliant together. Titanium is a full service, integrated
collective of certified-diverse media, marketing, and communications agencies. We sit at the intersection of best-in-class services and diversity; our members are award winning companies at the forefront of innovation.
Backed by 25 years of experience helping brands reach and authentically connect with the LGBTQ+ audience, Titanium Worldwide stands at the ready to tackle projects large and small, straight forward and complex. We dare you to name a challenge or hurdle that Titanium hasn’t overcome.
Combined revenue of Titanium Member companies$100
Million
Serviced by Collective Members100+
Brands
Independent certified-diverse companies16
Members
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Benefits to you
4
Day-to-Day Pointof Contact
Contract andInvoice System
Diverse Spend
1 1 100%
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We bring together the right mix of the boldest talent so that every partnership, with each other and with our clients, is powered by brilliance.
ALOMBlank2Branded
CaptainRivendell
Levelwing
2nd Spark Firefly
PHARMAMARKETING
STRATEGY
SUPPLYCHAIN
PRODUCTION
CERTIFICATION, SUPPLIER DIVERSITY
MEETINGS
EXPERIENCES
REWARDS
VIDEO PRODUCTION
DIGITAL
MEDIA
The Mixx
CREATIVE
COMMUNICATIONS
AUDIENCESEGMENTATION
SALESENGAGEMENT
Certify My CompanyBBG&G
Phluid
CULTURE TRAINING
Tilt
Southpaw Insights
Proximo
RESEARCH & INSIGHTS
Good Life Media
DATA & ANALYTICS
Meet the Collective
PR & INFLUENCER MARKETING
1964 Agency
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EXECUTION– Promotional Items– Printing, Print on Demand, Commercial,
Digital & Large Format Printing– Assembly, Kitting & Fulfillment– Vendor Managed Inventory– Logistics
TECHNOLOGY– Business Intelligence– Data Warehousing– Development / Deployment– Backend eCommerce Site Creation– B2B Intranets– Solution Building– Systems Integration
SALES ENGAGEMENT– Sponsorship Activation– B2C, B2B, B2E– Rewards & Loyalty Programs– Meetings & Trade Shows– Live & Virtual Events– Speaker Programs
ANALYTICS– Customer Experience– Insight 360– Physician & Patient Councils– Segmentation & Targeting– Market Research– Trends / Insights– Qualitative Analysis– Quantitative Analysis– Predictive Analytics
STRATEGY / CREATIVE / MARKETING– Brand / Creative / Engagement– Content / Messaging Strategy & Development– Digital / Social / Mobile– Film / Video Production– Audience Segmentation & Engagement
COMMUNICATIONS– Brand Story– Campaign Development– Multi-cultural and Culture Programs– Personalized Content– Channel Strategy & Planning– Public Relations– Internal Communications
CONSULTING– Brand Positioning / Naming– Strategic Workshops– Change Management– Delivering the Brand Promise– Diversity + Inclusion– Sponsorship Negotiation
PROPRIETARY TOOLS & SERVICES– NextGen– Proveedor– Culture of Data Analytics– Supplier Diversity in a Box
MEDIA– Advertising / Buying / Planning / Distribution– Paid / Earned / Owned– Print / OOH– SEM / SEO / SMO
Our capabilities
Our Process
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YOUR TITANIUM TRIO
YOUR TITANIUM TEAM
THE TITANIUMCOLLECTIVE
This small but mighty team is at the heart of our model and relationship. They are consistent across all assignments.
This is an assignment-specific team or talent pulled from our collective. They work seamlessly together to address your business challenge, under the leadership of your TITANIUM trio.
This is our pool of diverse talent who stands “at the ready” as your needs evolve. We may draw from the collective to add to your TITANIUM team on an ongoing or as-needed basis.
BUSINESSMANAGER
TITANIUMEXECUTIVE
INDUSTRYEXPERT
Titanium & Pride 2022
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Give yourself the gift of planning: Pride 2022 starts now!
Titanium offers a full service approach to Pride, domestically and around the globe:
● Custom shot, cross platform campaigns (print, social, video)
● Creative asset playbooks that can be shared globally
● Internal employee training and workshops ● Content Creator (influencer) programming ● Experiential / event marketing (one-off or event
series) ● Pre-Activation research & campaign
measurement● Media buying and planning (multi-platform
approach) ● Content development and production ● PR and media relations ● Production of branded merchandise ● Charity partnership consultation and sponsorship
negotiation
Three reasons to believe
1. One point of contact, one invoice, 100% diverse spend - NGLCC certified
2. Broad and deep range of capabilities - can provide a “Pride 365” approach
3. Unmatched speed and agility
CASE STUDIES
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THE ASK
Now, in our 6th year of annual campaign work, Mercedes-Benz once again invitedus to produce a piece that celebrated Pride Month and authentically spoke to the community and their customers.
With 2020 presenting a unique set of circumstances and business challenges, we successfully overcame barriers to delivery and were able to reach consumers in the midst of a global pandemic.
LGBTQ+ & Equality 2020 CampaignMercedes-Benz USA
To keep our campaign authenticity true, we madeit a priority to find real-life Mercedes-Benz owning LGBTQ families. We wanted to put a spotlight on safety and support, and how we all care about the same thing - those who matter to us.
FORD / TITANIUM INTRODUCTION 13
THE APPROACHWITH YOU ALWAYS
A global pandemic hit in the midst of creative planning, and we knew our approach had to change. Despite a year of campaign planning, we turned on a dime, making safety our number one priority and finding new ways to produce our video spot.
SERVICES PROVIDED360 Campaign StrategyCreative Platform, Art Direction, & Design ProductionMedia Strategy
FORD / TITANIUM INTRODUCTION 14
COVID-19:
An unexpectedpivot
PHOTOGRAPHY PROVIDED BY OUR COUPLES, SOURCED STOCK FOOTAGE AND ORIGINAL MUSIC TO PRODUCE THE SPOT.
WE SENT EQUIPMENT TO EACH OF OUR COUPLES AND HAD DETAILED PRE-PRODUCTION CONVERSATIONS BEFORE THEY SHOT THE FOOTAGE THEMSELVES.
Click to view
BLACK LIVES MATTER
A Second Pivot
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In the wake of acts of racial injustice in our country, we realized that we needed to add a new perspective from the lens of a diverse audience.Our campaign was all set to launch, but we made the decision to postpone and switch gears.
SERVICES PROVIDEDPivot StrategyCreative Platform, Art Direction,& Design ProductionMedia Strategy WE INVITED KARAMO BROWN, A
MERCEDES-BENZ OWNER/BRAND FAN AND POWERFUL VOICE FOR BLACK AND LGBTQ COMMUNITIES, TO INTRODUCE THE ROLLOUT OF OUR CAMPAIGN.
Click to view
CLIENT/PROJECT NAME
RENEWED COMMITMENT TO SUPPORTING 8 INSTITUTIONS, ORGANIZATIONS AND PARTNERSthat support Black, LGBTQ andother underrepresented groups
THE RESULTS
Another year, another happy client in Mercedes-Benz and tons of social media traction. Excitingly, with the introduction of the landing page this year, our campaign content is able to be viewed year-round.
22.3kPlays on Instagram
5.9kCombined YouTube views
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PRIDE
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OVERARCHING STRATEGIC PLATFORM
An evolution of our ‘Pilot to Program’ approach
The Pilot
2015
LOVING COUPLES
The New American Dream
2016
REAL LIFE
Never Cease to Strive Beyond
2017
SUPPORT SYSTEM
Chosen Family
2018
COMMUNITY
Together
2019
> > > > > OVER 5 YEARS
1.5M+Facebook views
19,500Facebook likes
1,800+Facebook comments
4,800Facebook shares
2,500Event attendees
Starting with a small pilot, our MBUSA relationship has expanded gradually over a 6-year time period. We've not only curated a new target consumer audience but developed a “following” of loyalists who will stay with the brand forever.
SmirnoffLGBTQ Pride and Beyond
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THE ASK
Smirnoff reached out to Titanium create a purpose-led and always on Pride program for their 2021 promotional efforts, focusing on the brand’s longstanding commitment and support of the LGBTQ+ community.
The brand sought to create a differentiated and vibrant campaign that directly connected product with consumers on- and off-premise, was entirely inclusive, and struck a chord that uplifts the hard hit community to a point of charismatic celebration after a year of uncertainty post COVID-19.
THE PLATFORM
Color the FutureDriven by the need to increase engagement and brand affinity tied to Smirnoff’s historic support of the LGBTQIA+ community and continued commitment to inclusivity, we developed a dynamic platform. Color the Future is about the brand recognizing the power of intersectionality and inclusivity not only in the month of June, but year-round.The campaign embraced true inclusivity for everyone, with a direct focus on marginalized members of the community including BIPOC and transgender people.
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THE CREATIVE
Color the Future’s strategy and creative pushed the brand with a fresh and authentic inclusive message, using visuals that wowed audiences—incorporating the rainbow Pride and Progress flag colors blended in a beautiful artistic mosaic wave. Below is a list of deliverables included inside the Playbook as well as production.
• Discovery and Competitor Analysis
• Toolkit Development – 365 LGBTQ+ strategic platform
• Messaging – platform naming and tagline development, narrative and tone of voice
• Photoshoot
• Creative Concepting – created campaign visual “look and feel”
LGBTQIA MICRO-INFLUENCERS + CELEBRITIESOur campaign purposefully recognizes the power of intersectionality and inclusivity year round. Micro-influencers from Smirnoff’s key markets across the US were identified and engaged to spread our important message with their followers. An inclusive, one-of-a-kind Progress Flag and a custom Smirnoff bottle was gifted to LGBTQIA celebrities to socialize on their feeds to generate more interest and user engagement. We also crafted specific prompts tied to three core campaign themes: intersectionality + diversity, vibrance + charisma, anda more inclusive future.Brian + Jonathan (The Gay Beards)Rigel Gemini Rachel BensonNick + GrantGabi + ShannaJulian MarksTaylor Dillard
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@thegaybeards - 197k followers, 3651 views
@27traveks - 44.8k followers, 776 likes
Influencer Program
THE AMPLIFICATIONAs part of a larger effort to authentically connect with the LGBTQ+ audience segment, Smirnoff realized that education and training was needed for bartenders at key accounts across the country. The GET Phluid team will facilitate training for inclusive and safe spaces among bar and hospitality workers for up to
500 top bars nationally
In addition to training and education, The Phluid Project developed merchandise in collaboration with Smirnoff and Urban Collab. Smirnoff will fund individuals to legally change their identity to reflect who they are now, not who they were born as.
The Phluid Project x Smirnoff
We are ready to dive in and start solving complex challenges.
So let’s do this better together!
Contact us:Michael Krans: [email protected]
Emily Locke: [email protected]
917.880.8949 | [email protected] | 350 7TH AVE 1403 NEW YORK, NY 10001
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