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The Importance of All-Markets Strategy
Zandra Zuno | SVP, Multicultural Marketing | GolinHarris
                   NextConnect ’11
                    July 26, 2011
2010?
GolinHarris Multicultural: All-Markets Strategy (BSA Conference)
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 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
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                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
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
BSA All-Markets Communications Platform


                    Objectives and Strategies


                     Programs & Initiatives

                            [Execution]




 Tailored Tactics         Tailored Tactics       Tailored Tactics
Target Audience 1        Target Audience 2      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

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GolinHarris Multicultural: All-Markets Strategy (BSA Conference)

  • 1. The Importance of All-Markets Strategy Zandra Zuno | SVP, Multicultural Marketing | GolinHarris NextConnect ’11 July 26, 2011
  • 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
  • 6. A Closer Look: The Hispanic Family
  • 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
  • 16. BSA All-Markets Communications Platform Objectives and Strategies Programs & Initiatives [Execution] Tailored Tactics Tailored Tactics Tailored Tactics Target Audience 1 Target Audience 2 Target Audience 3
  • 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
  • 23. Thank You! Zandra Zuno | SVP, Multicultural Marketing | GolinHarris zzuno@golinhharis.com | 312.729.4471 |zandrazuno