# JMI

> JMI is an independent Richmond strategy, creative, and consulting firm that helps corporations, public agencies, and cultural organizations connect with communities they struggle to reach. Founded by Kenneth Johnson in 1993, it combines narrative research, brand and communications work, supplier-engagement consulting, and live-event production. Its distinctive move is to treat listening as operating infrastructure: gather stories, find the patterns inside them, then turn those patterns into campaigns, organizational programs, or public history.

- **Founded:** 1993
- **Headquarters:** Richmond, United States
- **Founders:** Kenneth S. Johnson (Founder and CEO)
- **Products:** Insights and audience research, Brand strategy and creative, Community and stakeholder engagement, Corporate and organizational consulting, Supplier engagement
- **Notable:** Facilitated more than $500 million in spending with small, women-owned and minority-owned businesses, according to JMI., Helped Virginia Tourism identify four motivational segments of Black travelers and develop the Heart & Soul campaign., The Heart & Soul campaign received a U.S. Travel Association National Mercury Award for digital marketing.

## Products & services

- **Insights and audience research** — Narrative research, workshops and analytics delivered with strategic partner Share More Stories and its SEEQ human-experience research platform.
- **Brand strategy and creative** — Research, positioning, advertising, social content, public relations, influencer programs and campaign production.
- **Community and stakeholder engagement** — Public dialogue, outreach, narrative development and strategic communications for corporations, governments and civic projects.
- **Corporate and organizational consulting** — Corporate responsibility, workplace culture, executive coaching, workforce development and organizational development.
- **Supplier engagement** — Program design and implementation that connects major projects and supply chains with small, women-owned and minority-owned businesses.
- **Experiential marketing and event production** — End-to-end production for cultural events, innovation summits and festivals, including the Richmond Jazz and Music Festival.

## Achievements

- Facilitated more than $500 million in spending with small, women-owned and minority-owned businesses, according to JMI.
- Helped Virginia Tourism identify four motivational segments of Black travelers and develop the Heart & Soul campaign.
- The Heart & Soul campaign received a U.S. Travel Association National Mercury Award for digital marketing.
- A broader Virginia Black heritage travel initiative involving JMI received an AFAR Travel Vanguard Award in 2022.
- Developed the community-informed narrative for Williamsburg's African American Heritage Trail, unanimously approved by City Council in December 2024.
- Has produced the Richmond Jazz and Music Festival since 2010, coordinating dozens of artists and the event's marketing and digital assets.
- A Dominion Energy recruiting campaign increased traffic to the company's career site and contributed to improved diverse hiring, according to a client testimonial.

## Latest updates

- **2026-08** — JMI advertised for a senior agency project manager to lead multiple client engagements and support executive leadership and account directors.
- **2026-06** — Williamsburg broke ground on its African American Heritage Trail, advancing the community-informed narrative that JMI and Share More Stories helped develop.
- **2026-03** — The Williamsburg trail received an $80,000 Commonwealth History Fund grant, closing the remaining funding gap reported by the city.
- **2024-12** — Williamsburg City Council unanimously approved the African American Heritage Trail narrative developed through work by JMI, Share More Stories, the advisory committee and residents.

## Links

- Website: https://www.wearejmi.com/
- LinkedIn: https://www.linkedin.com/company/wearejmi/
- Instagram: https://www.instagram.com/wearejmi/
- Facebook: https://facebook.com/Johnson-Marketing/585646664835075

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Profile page: https://yespress.io/jmi
Published by YesPress — https://yespress.io
Last updated: 2026-09-20