Count on DeKalb

The unprecedented 2020 U.S. presidential election and the events that followed placed Georgia and counties within metro Atlanta under intense scrutiny. Profile managed an integrated marketing communications strategy that projected confidence in the election process through education, engagement, and an award-winning “Count on DeKalb” branding campaign. Across the span of just five months, Profile created 400 pieces of dynamic collateral, managed 350 press inquiries from local, national and international media, garnered 1.2 million impressions across social media and led the translation of various election-related materials in Korean and Spanish—making DeKalb County one of the first to do so outside of federal requirements.

Profile's efforts also included integrating robust canvassing activities and a highly-targeted digital advertising campaign to advance nonpartisan information to nearly 350,000 registered voters. Unparalleled access to information for vulnerable populations paired with a comprehensive community engagement strategy defined this historic voter education and awareness effort, creating a model that is now replicated statewide.

Organic Innovation

Grammy-award winning artist, Kanye West, launched a series of “pop-up” style worship services across the nation, leveraging unprecedented social media buzz in each local market. When Kanye took his Sunday Service to Atlanta, Profile was selected to facilitate communications needs that drew Atlanta icons Clifford “T.I.” Harris, Chris Tucker, 2 Chainz, Jermain Dupri, and additional key influencers to the event.

Adhering to Kanye’s organic approach limited press from a typical promotional opportunity, so Profile infused innovation into the process while maintaining the integrity of the moment. National writers and wire image services were provided access to the Sunday service while other journalists were directed to experience the performance across digital platforms. The effort yielded local, national, and international earned media placements with even greater social media impressions fueled by influencer shared content.

Resurrecting a Brand

Following the passing of megachurch leader Bishop Eddie L. Long, the 25,000-member congregation dwindled to 1,200 weekly parishioners. A cumbersome transition in leadership further eroded the brand of the international ministry. When Dr. Jamal Bryant was tapped to lead the congregation into a new day, Profile was selected to help reshape the church’s public narrative to one focused on faith-based community outreach and groundbreaking engagement founded on principles of social justice.

Profile provided strategic communications support to bolster the church’s brand, re-introduce the ministry to the mainstream media, and maximize strategic partnership opportunities. New Birth’s mass wedding, bailout program for nonviolent offenders, back-to-school shoe drive for 5,000 area youth, food pantry during the coronavirus pandemic and other newsworthy efforts landed on the front page of major papers and international outlets including CNN, HLN and The Wallstreet Journal.

Nothing to Laugh At

Internationally recognized actor/comedian, Chris Tucker, has traveled the world with President Clinton, Bono, Ambassador Andrew Young, and others to lend his support to global issues of poverty and health disparities. In 2005, The Chris Tucker Foundation was formed with the goal of making positive impacts in Chris’ hometown of Atlanta. The Chris Tucker Foundation enlisted Profile’s services to assist the newly formed nonprofit to channel Chris’ passion into purpose.

Over the years, the foundation continued to take shape as fundraising efforts increased and outreach activities emerged. Profile continues to provide leadership in advancing key foundation messages with funders, stakeholder, and community partners while developing relationships with corporate sponsors including Delta Air Lines, Nike, Bentley, and more.

A Tailored Approach

Profile led the effort from start to finish for MARTA’s five-year communications and stakeholder engagement plan that establishes priorities set forth by the general manager, and leverages a highly-integrated communications, marketing and outreach approach to enhance the transit agency’s brand and overall customer experience.

Additionally, Profile developed a situational amplification strategy and stakeholder engagement matrix to ensure all Americans with Disabilities Act (ADA) guidelines and Title VI requirements were included. As a living document, MARTA’s plan was recently modified to minimize face-to-face stakeholder engagement and maximize message visibility in the wake of the COVID-19 global pandemic.

Cheers! Innovative Outreach Bubbles to the Top

Profile led a robust “grassroots to grasstops” engagement program for Gateway Marietta CID to identify the best solutions for proposed area improvements. Working with Croy Engineering, Profile created an innovative engagement strategy that navigated limitations with person-to-person constraints caused by the COVID-19 pandemic.

The Profile team developed public-facing collateral, stakeholder communications and media relations activities to share targeted messages with the local community. By leveraging relationships with a popular local brewery, the effort to increase public feedback was amplified through a creative gamification effort that gave participants a chance to win a free case of beer.

Georiga DOT Switches Lane with Major Roadway Investment

Northwest Express Lanes, part of Georgia’s $11 billion Major Mobility Investment Program (MMIP), represent one of the nation’s most transformative and innovative tolling projects to date. This $834 million infrastructure project, the largest of its kind in state history, adds 29.7 miles of reversible express lanes to Georgia’s growing managed lanes network. The newly constructed barrier-separated express lanes operate southbound in the morning and reverse to accommodate northbound traffic in the evening, while featuring dynamic pricing with rates rising as demand increases during peak travel times and falling at off-peak times.

As a senior member of the project team, Profile's CEO Erik Burton, led the integrated communications efforts and robust stakeholder engagement process that included social/digital campaigns, outreach/engagement activities, media relations and crisis communications. Through Erik’s leadership and collaborative efforts, stakeholders were kept abreast of project milestones, educated on dynamic pricing and proactively engaged to mitigate concerns.

Creating a Regional Brand

The ATL was created as a new regional governance and funding structure to improve coordination, integration, and efficiency of transit in metro Atlanta. Profile CEO, Erik Burton, managed the development of the ATL’s brand and strategic communications plan, which included a 13-county regional footprint, and directed the project team responsible for engaging key stakeholder groups throughout the creative process.

Erik’s insight and innovation were instrumental in the successful launch of the ATL’s highly praised iconic brand that appears on all vehicles operated by regional transit providers including MARTA, SRTA and CobbLinc.