#
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Module
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Length
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Takeaway/Content Summary
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1
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The Changing Face of America
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1H:00M
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- 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
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2
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Cultural Snapshots
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1H:00M
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- Demographic and psychographic profiles of Hispanics, African Americans, and Asians
- Exercise: Case study-Beyond Language
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3
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The Multicultural Marketing Conundrum
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0H:30M
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- Quiz: MC Trivia Myths and mistakes of multicultural marketing
- MC Best Practices
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4
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Multicultural Needs Assessment
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0H:30M
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- Sources of growth, competitive assessment, which consumers are important and why
- Exercise: MC Roadmap/checklist
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5
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Developing the MC Strategy
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1H:00M
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- Synthesizing MC intelligence to develop MC strategy for your overall plan
- Exercise: MC Strategy Builder
- Exercise: MC Budget Builder
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6
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Multicultural: Above the Line Overview (ATL)
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1H:00M
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- 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
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7
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ATL: Modifying Advertising for Multicultural Audiences
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1H:00M
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- 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
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8
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Multicultural: Below the Line Activation (BTL)
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1H:00M
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- 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
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9
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Final Thoughts
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0H:30M
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- Optimized marketing structure for multicultural success
- In-house vs. outsourced MC resources
- Multicultural agency support
- Exercise: Assessing your MC Bench
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