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Module

Length

Takeaway / Content Summary

1

The Changing Face of America

1H:00M

• Demographic progression of ethnic groups, future projection, cities with minority majorities
• MC buying power
• Acculturation vs. Assimilation
• Exercise: Prioritizing MC segments based on demographics and buying power

2

Cultural Snapshots

1H:00M

• Demographic and psychographic profiles of Hispanics, African Americans, and Asians
• Exercise: Case study-Beyond Language

3

The Multicultural Marketing Conundrum

0H:30M

• Quiz: MC Trivia Myths and mistakes of multicultural marketing
• MC Best Practices

4

Multicultural Needs Assessment

0H:30M

• Sources of growth, competitive assessment, which consumers are important and why
• Exercise: MC Roadmap/checklist

5

Developing the MC Strategy

1H:00M

• Synthesizing MC intelligence to develop MC strategy for your overall plan
• Exercise: MC Strategy Builder
• Exercise: MC Budget Builder

6

Multicultural: Above the Line Overview (ATL)

1H:00M

• ATL Considerations for MC Audiences
• The role of celebrities in MC marketing
• PR and Social media for MC Audiences
• Case Study: Tailoring the message
• Exercise: Translation vs. transcreation

7

ATL: Modifying Advertising for Multicultural Audiences

1H:00M

• Creative considerations for broadcast and print advertising
• Exercise: Will one campaign work for all consumer segments? Shot lists- differences in Total Market vs. ethnic photo shoots, casting discussions

8

Multicultural: Below the Line Activation (BTL)

1H:00M

• Effective promotion tactics, in-store sampling, street teams, fairs & festivals, radio remotes, Influencers/word-of-mouth marketing
• Faith-based marketing
• Exercise: BTL Checklist for MC Audiences

9

Final Thoughts

0H:30M

• Optimized marketing structure for multicultural success
• In-house vs. outsourced MC resources
• Multicultural agency support
• Exercise: Assessing your MC Bench