SSG Case Studies
Major League Baseball
Principles of SSG were initially hired to devise the strategy and public positioning of MLB during
the labor issues of 1993/1994 and have continued to work with the league since then. In the years
immediately following, the firm was responsible for researching and introducing innovations to
Major League Baseball such as inter-league play, the Wild Card Playoff system, divisional
realignment, the Jackie Robinson Celebration, The Commissioner’s Initiative on Women, and the
“this time it counts” All-Star Game. These evolutions have introduced more casual and new fans to
the national pastime than any innovations other than expansion or national television. The agency
also designed and managed a number of successful new ballpark negotiations or referenda for
teams all over the country.
Chicago Bulls & Chicago White Sox
SSG has represented the NBA Chicago Bulls and MLB Chicago White Sox since the mid-90s,
working with their marketing and communications/PR offices to design strategies for media and fan
audiences. The firm represented the Bulls during its final two of six NBA championships, through
its transition in the post-Michael Jordan rebuilding years, and now, as the team has reemerged as
a perennial playoff contender. SSG represented the White Sox before and during its World Series
Championship season, advising on public, media and community relations. The Bulls and White
Sox are considered two of the foremost communications innovators in all professional sports.
Red Sox Foundation
SSG devised strategies that helped the Red Sox Foundation become one of the largest and most
emulated sports foundation in America. SSG not only assisted in raising the foundation’s media
profile, but aided development of the foundation’s cornerstone programs and grant activities.
Environmental Defense Fund
SSG has provided Environmental Defense Fund with media and political counsel on Congressional
and state legislative strategies for curbing pollution and climate change since 2000. The firm also
assists EDF’s international climate change team in developing and executing media strategies and
messaging for United Nations Climate Change conferences and other international summits
around the globe including G20, G8 and the Major Economies Forum on Energy and Climate.
During recent UN climate conferences in Cancun, Copenhagen and Poznan, Poland, SSG
provided on-site media and communications advice and support, facilitated media interviews and
assisted EDF experts in translating complex legal and scientific issues into messaging that helped
shape critical debates and resonated with the decision-makers, media and the public.
SSG Case Studies continued
Seminole Tribe of Florida
SSG was hired by The Seminole Tribe of Florida to develop strategy to grow and promote its work
in tribal historic preservation, museum development, heritage and music programs and events,
tourism and community relations and to incorporate those storylines into its more widely known
profile as owners of the international Seminole Hard Rock hotels, casinos and restaurants. The
Seminole Tribe has one of the most innovative and technologically advanced historic preservation
departments in the United States, opened the first nationally accredited tribal museum in the
country, runs some of the most popular tourism destinations in Florida, and has the most
progressive culturally-driven and community supportive programs for its tribal membership,
including the innovative Seminole Star Search, overseen by Grammy and Native American Music
Award winning Micki Free.
American Indian Alaska Native Tourism (AIANTA)
SSG worked hand in hand with leadership of the American Indian Alaska Native Tourism
Association (AIANTA), the national voice and conduit for native tourism in the United States. SSG
worked with AIANTA’s president and board to develop its mission, business plan, overall strategy
and national and international messaging. SSG also coordinated and supported AIANTA’s
relationships with state and federal agencies as well as the Obama White House; developed and
supported other third party partners and sponsors; administer relationships with other Native
American organizations; promoted AIANTA’s growing international outreach with the creation of the
Native American supplement for the largest national tourism publication, Discover America; and
helped to develop and promote its participation in ITB Berlin, the world’s largest and most
important annual tourism convention.
Native Music Rocks
SSG joined with the leadership of Native Music Rocks (NMR), including its vice president,
Grammy-award winning Micki Free, to build and promote its singular national music program and
concert line up. Native Music Rocks was created under the former Chairman of The Seminole
Tribe of Florida in order to expose the world to the diversity and abundance of musical talent from
different tribes across the country. Led by rock and roll legend and five-time Native American Music
Award Winner Micki Free, the concert line up featured Free’s American Horse Trio with drummer
Cindy Blackman, formerly of Lenny Kravitz, and bassist Jon Brant, formerly of Cheap Trick. Other
renowned performers include the legendary multi-Native American Music Award winner Keith
Secola, reggae sensation Casper and the 602 Band, and Cherokee rising star and rock and blues
vocalist Shea. Native Music Rocks! was launched in 2009 and has played venues all over the
United States and Europe. SSG developed strategy to expand its fan base, solidify and grow its
business side, and generate positive stories for music and Native Americans in publications all
over the world, including The New York Times.
SSG Case Studies continued
Catfish Farmers of America
SSG developed and executed a national media and advertising campaign for the Catfish Farmers
of America’s advocacy efforts to obtain tougher government regulation and inspection of all catfish
sold in America. The SSG team helped CFA research and publicize fish safety issues, including
the production of a documentary film on the health hazards of some foreign fish farming and U.S.
fish imports which was featured on the NBC Nightly News, The NBC Today Show, and The CBS
Evening News. SSG created provocative website and advertising campaigns that drew national
attention from The New York Times, The Washington Post, Politico and other major media.
NOVO Nordisk
SSG created a unique international media training program for the Danish pharmaceutical giant
Novo Nordisk’s introduction of a revolutionary, life-saving drug. SSG conducted media training for
company executives, physicians and marketing specialists in countries across the globe including
China, India, Denmark, France, Italy and Germany.
BP Oil Spill
In the aftermath of the BP oil spill disaster in the Gulf of Mexico in 2010, SSG provided strategic
political and media counsel to the White House and administration officials. The firm worked
closely with the United Houma Nation, a tribe of Native Americans which is economically
dependent on some of the most severely impacted Louisiana coastlands. SSG assisted tribal
leaders in bringing national attention to their plight through the media, Congressional hearings and
government agencies.
Higher Education
SSG specializes in confidential media strategies, leadership positioning and branding for colleges,
universities and their associated organizations. Our principals have advised presidents, senior
administration, and public affairs staff in crisis communications with media, donors, faculty and
students; developed and helped implement strategies for improving both internal and external
communications; and positioned institutional representatives as thought-leaders in their fields.
Hurricane Katrina
SSG created and implemented a corporate communications and branding strategy for The Shaw
Group, the international engineering and disaster recovery firm responsible for the prompt dewatering of New Orleans and other emergency relief efforts following Hurricane Katrina.
SSG worked with Shaw to improve the company’s brand and name recognition and guided the
strategy for its public actions and responses during and after Katrina. The strategy positioned The
Shaw Group as Louisiana’s flagship for job creation, rebuilding, and business leadership. Through
integrated marketing, public relations, and advertising messaging and publications, Shaw was
better able to explain its complicated business capabilities to political, media and business
audiences.
SSG Case Studies continued
Museum of Mississippi History & Mississippi Civil Rights Museum
SSG developed and executed the national media strategy and outreach for the groundbreaking of
the landmark Museum of Mississippi History and the state’s first Mississippi Civil Rights Museum in
October 2013. SSG worked closely with the Mississippi Department of Archives and History to
assist national television, radio, print and online media in developing coverage of both the
emotional groundbreaking ceremony and the broader themes of Mississippi’s pivotal role in our
nation’s history and in the Civil Rights Movement.
Baltimore Animal Rescue & Care Shelter (BARCS)
SSG principles have assisted BARCS animal shelter in Baltimore City raise their profile in the MidAtlantic region since becoming a non-profit organization in 2005. SSG worked closely with BARCS’
Executive Director to develop communication plans for the shelter and assist with public outreach
efforts and event planning. SSG also helped the shelter launch successful online and social media
campaigns. In 2010, BARCS found homes for a record number of animals, raised the highest
amount of donations in its history and now continues its leadership role in promoting a more
humane community for animals.
British Airways/American Airlines
Designed a public campaign to position British Airways as a potential partner in the American
airline debates by identifying manufacturing, labor, tourist, and business constituencies throughout
the U.S. for the Administration and Members of Congress.
Sunkist Growers
Principles of SSG designed a successful strategy for Sunkist Growers to distinguish themselves as
small farmers, allowing them to continue receiving federal funding for their international marketing
programs. Sunkist adopted the strategy as part of its national sales, public affairs, and public
relations campaign.
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