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The Marcus Graham Project Overview

MGP Overview

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Page 1: MGP Overview

The Marcus Graham Project

Overview

Page 2: MGP Overview

BackgroundThe Marcus Graham Project originallyBegan as a challenge from a mentor of theproject:

“Create a leadership network of young, talented & diverse advertising professionals”

-Larry PowellAssistant ProfessorStrategic CommunicationUniversity of Missouri-ColumbiaDec 2003

Page 3: MGP Overview

BackgroundAssessment of the industry suggested thefollowing:• Few organizations and initiatives exist to empower African

Americans in the Advertising industry• Diverse Talent Pool in the industry is limited• Lack of structured leadership and networking initiatives for

diverse talent• Minimal training opportunities • Lack of effective career preparation for recent college graduates• Lack of exposure at the college level to the vast world of

advertising, media and marketing opportunities in diverse communities

Page 4: MGP Overview

Recent Industry Findings• Black college graduates in advertising earn 80 cents for every dollar earned by

their white counterparts.

• The total U.S. population is 12.8% African-American. Blacks should represent 9.6% of advertising professionals and managers, according to U.S. Census Bureau and U.S. Equal Employment Opportunity Commission estimates. But actual representation falls dramatically short of that expectation -- about 55% short.

• Blacks are only 10% as likely as their white counterparts to hold a position that pays $100,000 or more per year.

• Compared with the overall U.S. labor market, the advertising industry fares significantly worse on eight measures of employment for black managers and professionals -- by an average of 36.7%. The Madison Ave Project: Research Study Conducted by Bendick & Egan Economic Consultants - Jan. 2009

Page 5: MGP Overview

Rationale• The media message is a strong influencer to

consumers in our community, often telling them what to think, as opposed to what to think about.

• There is a responsibility & standard of ethics for the purveyors of today’s media in advertising, news, music, TV/Film, etc.

• The solution of “erasing the color line” within Madison Ave and making change should come from within the group most affected

Page 6: MGP Overview

What is The Marcus Graham Project?

The Marcus Graham Project (MGP) is a leadershipnetwork with the intent strategically focused

on building the next generation of diverse leadership& change agents in the media, advertising,

entertainment and marketing industry.

Page 7: MGP Overview

Who is Marcus Graham?

Marcus Graham is a fictitiouscharacter in the movie Boomerang.

He is likely the first mass-mediaimage broadcast to the modernurban audience showing thepossibilities in the Media,

Marketing,& Advertising industry.

Page 8: MGP Overview

Who MGP Serves:• African American / Urban Males• Primary: Working Professionals (Entry-level to

midlevel)• Secondary: Students (high school & college)• Career Interests: Advertising, Media,

Marketing, Public Relations, and Entertainment• Individuals with a strong desire for achievement

& leadership

Page 9: MGP Overview

Areas of Focus• Career Development

– Resume & Portfolio Development *– Master Class– Mentorship *– Job Placement & Search Assistance *

• Industry/Consumer Research– White Paper Development– Research– Sounding Board - Campaign Feedback

• Campaign Development– Partnership with corporations & social change initiatives

* Current activity

Page 10: MGP Overview

Marcus Graham Project Social Networking Site Components

• Member Profiles

• Industry Related Blog Posts

• Quarterly Online Radio Discussion

• Chat Room

• HR Question of the Week

• Relevant Industry Event Listing

• Multimedia Galleries

• Job Listing

• Quarterly Newsletter

Page 11: MGP Overview

Future Goals of MGP• Develop partnerships/relationships with colleges, ad

agencies and trade organizations (I.e. AAF, AAAAs, ADCOLOR, NABJ, etc.)

• Solicit Corporate/Brand Sponsorship for campaign opportunities

• Develop TV or web TV programming that highlights the work of the project and exposes the greater public to the industry

• Designate official HQ for initiative and build out facility • Establish boot camp or institute as an in-depth

apprenticeship

Page 12: MGP Overview

ContactLincoln C. Stephens

Project Founder

(972) 897-9985

[email protected]

http://marcusgrahamproject.ning.com