The document discusses the importance of adopting an all-markets strategy to effectively target growing multicultural audiences in the United States. It notes that ethnic minorities now comprise over 36% of the population, with Hispanics driving the majority of growth among youth. An all-markets approach allows consistent messaging across diverse audiences while maintaining flexibility. The document provides recommendations for how local councils can start engaging multicultural communities through research, partnership, authentic storytelling, and culturally relevant information.
4. 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%
5. 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
7. 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
8. 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.
11. Hispanics and Social Media Hispanics are social media
savvy, over indexing on
many online behaviors.
12. 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
13. How do we leverage U.S. demographic shifts
and growing multicultural audiences
for our organization?
14. Create an All-Markets Strategy
that offers opportunities to effectively target
ever-growing multicultural families
15. 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
17. Five ways to get started
at the local council level
18. 1. Identify Your Local Opportunity
• Leverage primary or secondary research
• Use Census resources to identify communities via state,
county, city and zip code
19. 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
20. 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
21. 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
22. 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