Developing an Effective Multicultural Marketing Strategy - Virtual

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



when

Start: Thursday, September 1, 2022 at 2:00pm

End: Thursday, September 1, 2022 at 5:00pm

WHERE

Virtual Workshop (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Developing an Effective Multicultural Marketing Strategy - Virtual Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Individual $499 Nonmember $499

Instructors

trainer

Renee Walker

Renée T. Walker is an award-winning brand, marketing and communications executive who honed her expertise through executive positions with multimillion and billion-dollar brands in the private, public and nonprofit sectors. In 2012, she launched RENEE WALKER & ASSOCIATES (RW&A), a strategy, brand and marketing communications agency, to help organizations, c-level executives and advocacy campaigns solve complex business and communications challenges.

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 Newsweek Expert Forum contributor, a featured contributor to executive industry publications and a national speaker on branding, marketing and leadership.

Renée T. Walker is the president of RENEE WALKER & ASSOCIATES, a strategy, brand and marketing communications agency, that solves complex business and communications challenges. Renée is an ANA faculty member who honed her expertise with multimillion and billion-dollar brands.

Helping organizations and executives communicate strategically to achieve higher performance, productivity and profits