Case Studies

JaJuan Johnson

NBA Player

NBA forward Jajuan Johnson – who plays for the Houston Rockets — has a long standing basketball reputation in Indiana since playing at Franklin Central High School and Purdue University.

After being drafted in the first round of the 2011 NBA draft and playing his first season with the Boston Celtics. JJ wanted a way to stay connected to his hometown fans in the Midwest while playing ball on the East Coast.

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The Plan

The Forty Group held in-depth conversations with JJ to learn about his goals, aspirations and desires, and what type of legacy he wants to create. What we developed was a yearly plan for regular philanthropic endeavors and public appearances.

The first venture was a Back to School Shoe Giveaway with the Wheeler-Dowe Boys and Girls Club. But this wasn’t a typical shoe giveaway. Youths participating in the Clubs’ summer camp program were required to maintain good conduct during the camp, participate in educational programs and write an essay about how they can prevent bullying in their school, home and community.

The Results


During the event, JaJuan interacted with the youths and hand-delivered shoes and other prizes to the winners.

He also talked to the more than 200 kids in the Club’s summer program about his life, the importance of education (JJ received his bachelor’s degree from Purdue), listening and obeying their parents, and the negative effects of bullying.

Iibada Dance Company

Not-for-Profit Organization

Iibada Dance Company is an African and Modern Children’s dance company in Indianapolis, Indiana.

The Company’s founder, Sabra Logan, reached out to The Forty Group to develop a marketing plan for the company’s big summer production – “Glorious: The Redemption,” A day in the life of a Southern Church.

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The Plan

The Forty Group created a print, social media and grassroots strategy to promote and market the show to the masses, as well as to the niche audience for a show of this nature — local churches.

The Results

Iibada Dance Company received more press for this show than any other in the company’s 23 years of operation.

Four live TV appearances, three newspaper and magazine articles and multiple public appearances (including booths at local fairs and festivals) promoted the show and the dance company.

The Forty Group also used social media, list serves and other strategies to market and promote the show.