Now making its move into the entertainment industry, Laidlaw Group is working alongside top music names to launch a cutting edge plan for the Over My Shoulder Project. Inspired by the unique relationship between Grammy Award winning singer Patti Austin and songwriter/designer Dawn Carroll, the Over My Shoulder Project is a national initiative that uses music to raise awareness about the power of mentoring.

These two influential music personalities are joining forces with Laidlaw Group to promote the project based on an extensive branding and Social Influence Marketing (SIM) campaign with the help of huge names from all facets of the entertainment industry including producer Norman Lear.

Laidlaw Group created the program’s identity, which can been seen on the Over My Shoulder website designed by ADPublishing. By carefully crafting project-specific language, “The Art of Mentoring = Mentorology,” for use on the program’s website, Laidlaw helps the initiative to best express its efforts and goals as complementary marketing efforts and appearances bring  Over My Shoulder to a national audience.

The Over My Shoulder Project is a national initiative that uses music to raise awareness about the power of mentoring.

Laidlaw also collaborated with ADPublishing to develop a companion blog for the program for co-founder Patti Austin to regularly update fans and followers on the program’s progress, events, and special topics. Patti Austin performed at the Scullers Jazz Club in Boston on August 13th. A return to the Boston-area is expected in upcoming months for Austin to appear on Magic 106.7 to promote the Over My Shoulder Program as part of Candy O’Terry’s Exceptional Women series.