The Importance of All-Markets StrategyZandra Zuno | SVP, Multicultural Marketing | GolinHarris

NextConnect ’11July 26, 2011

2010?

The Shift: A Multicultural Nation

• Ethnic minorities = 36% of pop.• Six states are majority-minority states• Blacks move from large cities to South• Tremendous Hispanic growth in “unexpected”

geographies:– South Carolina: 148%– Alabama: 145%– Tennessee 134%– Kentucky 122%– Arkansas 114%

The Evermore Multicultural Youth54% Caucasian23% Hispanic14% Black4% Asian• Ethnic minorities accounted for all growth, under 18

• Hispanics contributed nearly 74% of all growth

•10 states, 35 metro areas have majority minority child populations

41%

A Closer Look: The Hispanic Family

A Closer Look: The Hispanic Family

• 50.5M Hispanics in U.S.• Grew 43% since 2000• Larger families; more kids

at home• Significantly younger:

– Median age 27.5 vs 41.4– 34% of Hispanics are under

18• Buying power = $1 trillion

Hispanic Children

• More kids are U.S. born– 15.6M vs. 1.5M foreign born

• Bicultural & bilingual• No longer assimilating,

instead acculturating• Guide parents through

acculturation process• Many are “firsts”…born in

U.S., to speak English, etc.

The Hispanic Family: Understanding Motivators

Reaching Hispanics

Hispanics and Social Media Hispanics are social media savvy, over indexing on many online behaviors.

Social Media + Hispanics• Sixty-eight percent of online U.S.

Hispanics visit a social networking site at least once a month, compared to 58% of non-Hispanics

• 25% of online Hispanics have a account, and 14% tweet at least once a week, compared to 6% of non-Hispanics

• They have more friends too! An average of 150 friends for the 74% of online Hispanics who have a Facebook account, compared to 130 friends for non-Hispanics, of whom 64% have a Facebook account

Hispanics are socially connected offline, and social networks help them have a voice and amplify networks online.

Source: Forrester Survey, 2011

How do we leverage U.S. demographic shifts and growing multicultural audiences

for our organization?

Create an All-Markets Strategy that offers opportunities to effectively target

ever-growing multicultural families

Why an All-Markets Approach?• A single-minded overarching marketing platform offers consistency across

markets.• Separate programs run the risk of operating as silos and look different from

each other. • An all-markets approach offers strategic direction, but can also provide

flexibility in distinct executions across different audiences. Communication efforts offer a united direction.

• What was once “general market” or “mainstream” is increasingly more multicultural – an all-markets approach allows you to be more relevant.

More importantly… it’s THE growth opportunity

Objectives and Strategies

BSA All-Markets Communications Platform

Programs & Initiatives

Tailored Tactics Target Audience 1

[Execution]

Tailored Tactics Target Audience 2

Tailored Tactics Target Audience 3

Five ways to get started at the local council level

1. Identify Your Local Opportunity• Leverage primary or secondary research• Use Census resources to identify communities via state,

county, city and zip code

2. Promote BSA within Community

• Neighborhood papers• Church and neighborhood newsletters• Grocery stores• Beauty and barber shops• Outside churches• Community festivals and fairs• Soccer clubs• Park districts

3. Create Community Partnerships

• Set up satellite office with Hispanic/African American chamber, supermarket, community center, church

• Co-host events with community organizations• Set up booth at annual fair/fest• Work with local media to create publicity opportunities

4. Be Authentic in Telling the BSA Story

• Leverage existing scouts and their families to share the experience

• Tout BSA community success stories• Leverage community leaders to advocate on behalf of BSA• Leverage the benefits of scouting and BSA, from the

perspective of the Hispanic/Black family• Be honest about what BSA is and what it isn’t

5. Provide Culturally Relevant Info

• Offer bilingual information • Use bilingual BSA representatives• Create FAQs that are culturally relevant – not just

translations• Don’t underestimate the power of social media for Hispanic

and African American Moms. Extend Facebook, Twitter and YouTube platforms to reach ethnic audiences

Thank You!Zandra Zuno | SVP, Multicultural Marketing | GolinHarris

zzuno@golinhharis.com | 312.729.4471 |zandrazuno