GolinHarris Multicultural: All-Markets Strategy (BSA Conference)
23
The Importance of All-Markets Strategy Zandra Zuno | SVP, Multicultural Marketing | GolinHarris NextConnect ’11 July 26, 2011
description
Zandra Zuno, SVP at GolinHarris and practice leader of the agency's multicultural practice, presented an All-Markets Strategy at the Boy Scouts of America NextConnect 'll National Marketing Conference. The presentation covers: - The importance of an "All-Markets" strategy - Insights as to how corporate america is developing its strategies - 5 things to do at the local council level using the resources Scouting has available
Transcript of GolinHarris Multicultural: All-Markets Strategy (BSA Conference)
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
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
[email protected] | 312.729.4471 |zandrazuno
