Developing an Effective Multicultural Marketing Strategy - Virtual | School of Marketing | ANA

Developing an Effective Multicultural Marketing Strategy - Virtual

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

It is increasingly difficult to define and communicate clear, compelling marketing messages that both stand out while also rising above the clutter in today’s progressively challenging communications environment. When marketing to multicultural communities, the challenges increase exponentially and require culturally competent and authentic messaging to effectively resonate.

Simply put, marketing to multicultural communities involves building rapport, employing an array of insights, perspectives, and cross-cultural conversations to inform marketing strategies, creating audience-based communications and using nontraditional distribution channels to achieve greater effectiveness and results.

With the rapidly evolving demographic changes and their global economic impacts, marketers must understand and embrace multicultural communities, enhance their knowledge of the fallacies, filters, and message frames that can impede multicultural marketing campaign effectiveness, and understand how to address them in order to authentically engage their audiences and build rapport while optimizing media spend and driving sales.

In this virtual workshop, participants will explore multicultural marketing obstacles, best practices, and successful campaigns to help shape their own multicultural strategy. Participants also will develop an actionable plan to transform future campaign strategy and enhance results.

Target Audience
This virtual workshop is for marketers at any level responsible for the development, management, or execution of marketing strategies and campaigns. It is particularly useful for:

  • Individual marketers at any level looking to understand the key components of multicultural marketing strategy
  • Brands and marketing teams that are newer to multicultural marketing, and want to ensure they are applying appropriate multicultural strategies and methodologies to ensure culturally competent, authentic, and effective campaigns
  • Brands with existing multicultural marketing campaigns that are looking to audit their existing strategy to ensure a lens of diversity is applied from the top down

Download the full benefits here

  • Setting the Stage (10min)
  • Fallacies, Filters and Frames (30min)
  • Insights, Perspectives and Conversations (15min)
  • Strategy Development (Action Plan Section One) (20min)
  • Break (10min)
  • Creating Authentic and Engaging Campaigns: It's Your DNA (30min)
  • Moving Beyond Representation to Authentic Campaigns (10min)
  • Strategy Development (Action Plan Section Two) (15min)
  • Building an Effective Multicultural Marketing Campaign (15min)
  • Strategy Development (Action Plan Section Three) (20min)
  • Lessons Learned and Closing (5min)



Renee Walker

Renée T. Walker is an award-winning strategist, Newsweek Expert Forum contributor, TEDx speaker, keynote speaker, author and is president of RENEE WALKER & ASSOCIATES, a strategy, brand and marketing communications agency.

Honing her expertise through executive positions with multimillion and billion-dollar brands in the private, public and nonprofit sectors, Renée provides innovative perspectives and data-driven strategies that solve complex communication challenges, optimize unique points of differentiation, disrupt markets and accelerate success.

Before establishing RW&A, Renée served as the chief communications officer at Central Michigan University and directed a million dollar annual marketing budget. At Kelly Services, she directed the public relations for its $3.8 billion sales organization. Renée also served as a senior advisor and chief protocol officer for former Detroit Mayor Dennis Archer and served on the core bid team member that secured the 2006 National Football League Super Bowl XL.

She is the author of “Brand Power for Small Business Entrepreneurs,” a contributing author to the Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs, and a featured contributor to industry executive publications.