Precision was key and the plan incorporated a combination of media, from specific TV programming (Stellar Gospel Awards), addressable cable buys, targeted spot radio, community newspapers and endorsement by Tom Joyner in his Morning Show - the #1 urban radio show in America. Further integrated were community event sponsorships, consumer outreach (via sampling and outreach at churches), PR initiatives, and retailer support to create a full-on 360 degree communications package.

4-point share lift among African Americans in 2005|Resulted in a decline of Bayer's share more than 2 points within targeted markets|33% higher purchase intent among Tom Joyner listeners|25% of Tom Joyner listeners felt St. Joseph cares about values of African-American consumers – 47% higher than non-listeners