Strategies for a Winning Multicultural Communications Campaign

1. Strategies for a Winning Multicultural
Communications Campaign
with an emphasis on Asian Americans & Pacific Islanders
Presented by Corin Ramos
Walson Communications
@corinramos
corin.ramos@walsonpr.com

2. About Us
Multicultural
public relations
social media marketing
aligning your company with
ethnic and diverse audiences
in a culturally appropriate and
dynamic style
Email Marketing
Social Media
Relationship Building
Ethnic Media Buys

3. Our Clients

4. Asian Pacific Americans in U.S.
 14,013,954: AA population in U.S.
 At least 24: Number of ethnic groups
 At least 56: Number of languages
 Chinese: Biggest group by language
spoken (After English and Spanish, it is
the most widely spoken language in
the U.S.)
 Biggest group by nationality: Chinese
Source: U.S. Census Bureau 2006 Survey
Today, there are more than 800 traditional Asian
American media organizations, a growth of more
than 300% since 1990.

5. “Asian Americans are the highest-income,
best-educated and fastest-growing racial
group in the United States. They are more
satisfied than the general public with their
lives, finances and the direction of the
country, and they place more value than
other Americans do on marriage,
parenthood, hard work and career
success…” (Pew Research Center)

6. AAPI population in NV
Source: U.S. Census Bureau 2013
Nevada is leading the most Asian population growth as of 2012 among the top
five states including Arizona, North Carolina, North Dakota and Georgia.
Asian Number % of Asian
Population
Asian Indian 11,671 4.8
Chinese 28,929 11.9
Filipino 98,351 40.5
Hawaiian/PI 16,200
Japanese 10,873 4.5
Korean 13,896 5.7
Vietnamese 9,892 4.1
Other Asian 21,824 9.0
Asian mixed
with other race
47,480 19.5

7. MULTICULTURAL CASE STUDY:
National Fibromyalgia Association
Instead of developing
one-time, separate
multicultural
communications/social
media campaigns…
Fibromyalgia - “middle-age white woman’s
disease”

8. MULTICULTURAL CASE STUDY:
National Fibromyalgia Association
…make them
part of your
larger marketing
strategy.

9. MULTICULTURAL CASE STUDY:
“Gambling is a prominent and socially accepted
activity among Asian cultures, and some
studies indicate there may be higher rates of
problem gambling among Asians and Pacific
Islanders.” – Carol O’Hare, Exec. Director,
Nevada Council on Problem Gambling
Jesse Sapolu, first Samoan
and Pacific Islander to play
in the NFL

10. Your Multicultural Pitch
“The Orange County resident is
the first Indian American to be
named a federal judge in the
Central District of California and
the second in U.S. history,
according to the federal court.”
Ethnicity
Ethnicity/gender (FEMALE)
Highest ranking
“First’s” – foreign born
“First’s” – U.S. born

11. Multicultural Social Media:
B.Y.O.C. (Bring Your Own Culture)
• Age
• Political affiliation
• Religion
• Sexuality
• National and regional origin
• Economic status
• Military service
• Physical size

12. Social Media Use by AAPIs
“equalizing effect”
Pew Research Center
studies indicate that 87
percent of AAPIs use
the Internet every
day, more than any other
major demographic group.
They also visit Twitter and
WordPress websites and
blogs more than other
demographic group.

13. Advertising on Social Media
Source: Nielsen: STATE OF THE MEDIA: THE SOCIAL MEDIA REPORT 2012
“Arguably the most engaged
with social advertising
are Asian-American
consumers, who are most
likely to share, like, or
purchase a product after
seeing an ad on a social
network.”

14. Maraming Salamat!
Corin Ramos
Walson Communications
Twitter.com/corinramos
corin.ramos@walsonpr.com
702-674-6148
702-521-8023 (cell)