This document presents a marketing campaign called "Join the Outsider Club" aimed at increasing diversity and inclusion. The campaign is based on the insight that although most people have felt like outsiders at some point, diversity is often only associated with visible minorities. It aims to normalize differences and get more people to openly discuss their experiences feeling left out. The campaign strategy includes celebrity endorsements, ads, a microsite, and an "Outsiders only" event to recruit more members over the course of 4 months and increase employer participation in diversity programs. The total estimated external costs are 415,000 Czech crowns.

1. Young Lions
Team 3
April 2022
JOIN
THE OUTSIDER
CLUB

2. The majority
perceives diversity
only through
“visible minorities”.
93%
Respondents
have once feltas
an outsider.
Diversity programs
are deemed
unnecessary or
excessive.
The Barrier
Source 1, 2: Social media monitoring April,2022 (SentiOne)
Source 3: Qualitative survey, n=15, April 2022 (authors)

3. “Yes, when I’d joined the
team, they would let me know
that my “rookie” ideas didn´t
matter.” - Tereza, idea maker
Nearly everyone knows what it feels like to be left out,
yet we believe diversity does not involve us.
Insight

4. Idea
We’re all outsiders in one way or another
and yet… we’re doing just fine.
Break the bias and JOIN THE OUTSIDER CLUB,
everyone else is there too.

5. I was afraid I wouldn’t get
any gigs because of my
freckles.
#jointheoutsiderclub
My teacher “diagnosed” me as
hyperactive. It turns out I’m just
passionate about my hobbies.
Despite the struggle, it brought them to where they are now in their career.
First, we normalize our differences, when celebrities
publicly come clean that they were once outsiders.

6. Funnel
Increase
no. of members
by
15 % +
May, 21. June July August
Influencers' confessions
User bandwagon
Display ads
Lead form
microsite
Event "Outsiders
only" Hybrid
workshop

7. External costs
ITEM COST
Celebrity partnership + earned PR Pro bono
Online creative production 9,600 CZK
Online media purchase 100,000 CZK
Microsite 6,000 CZK
Outsiders only event 300,000 CZK
TOTAL: 415,000 CZK

8. Executive summary
STRATEGY
INSIGHT
GOAL
To recruit more employersinto the program by
changing the public perception of D.I. as
something intangible.
Everyone knowswhat it feels like to be left out,
yet we believe diversitydoes not involve us.
Introduce the Outsider club, where everyone is
welcome.
415,000 CZK
RESULTS
• By maximizing reach
we’ll raise awareness
and break the bias of
the public
• We will create pull effect
from the employees
• Which will lead to the
increase of employer
members by + 15%

9. JOIN
THE OUTSIDER
CLUB