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GolinHarris Multicultural: All-Markets Strategy (BSA Conference)


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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

Published in: Business
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GolinHarris Multicultural: All-Markets Strategy (BSA Conference)

  1. 1. The Importance of All-Markets StrategyZandra Zuno | SVP, Multicultural Marketing | GolinHarris NextConnect ’11 July 26, 2011
  2. 2. 2010?
  3. 3. 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%
  4. 4. The Evermore Multicultural Youth 54% Caucasian 23% Hispanic 14% Black 41% 4% 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
  5. 5. A Closer Look: The Hispanic Family
  6. 6. 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
  7. 7. 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.
  8. 8. The Hispanic Family:Understanding Motivators
  9. 9. Reaching Hispanics
  10. 10. Hispanics and Social Media Hispanics are social media savvy, over indexing on many online behaviors.
  11. 11. Social Media + Hispanics Hispanics are socially connected offline, and social networks help them have a voice and• Sixty-eight percent of online U.S. amplify networks online. 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 Source: Forrester Survey, 2011
  12. 12. How do we leverage U.S. demographic shifts and growing multicultural audiences for our organization?
  13. 13. Create an All-Markets Strategythat offers opportunities to effectively target ever-growing multicultural families
  14. 14. 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
  15. 15. BSA All-Markets Communications Platform Objectives and Strategies Programs & Initiatives [Execution] Tailored Tactics Tailored Tactics Tailored TacticsTarget Audience 1 Target Audience 2 Target Audience 3
  16. 16. Five ways to get startedat the local council level
  17. 17. 1. Identify Your Local Opportunity• Leverage primary or secondary research• Use Census resources to identify communities via state, county, city and zip code
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Thank You!Zandra Zuno | SVP, Multicultural Marketing | GolinHarris | 312.729.4471 |zandrazuno