Proof Strategies

REACHING DIVERSE AUDIENCES: TIPS AND TOOLS FOR MARKETERS

TO CONSIDER

Joel Payne, Democratic Strategist

Karina Hurley, AARP

Anthony Shop, Social Driver

Teresa Danso-Danquah, Disability:IN

EQUITY seeks to ensure fair treatment, equality of opportunity, and fairness in access to

information and resources for all.

DIVERSITY is the representation of all varied identities and differences (race, ethnicity,

gender, disability, sexual orientation, gender identity, national origin, tribe, caste,

socio-economic status, thinking and communication styles, etc.), collectively and as

individuals.

INCLUSION builds a culture of belonging by actively inviting the contributions and

participation of all people.

In the past 10 years, hundreds of studies have propped up showing how important it is to build teams that don’t look or think the same way. 

After reviewing information from more than 1,000 companies, McKinsey & Company’s 2018 Delivering Through Diversity discovered that executive teams ranking in the top 25 percent for racial and ethnic diversity were 33 percent more likely to reap financial returns above the national median for their industries.

According to a Glassdoor survey, two-thirds of job applicants consider diversity to be an important factor in deciding where they want to work.

A five-year Pubs online research project involving more than 2,000 teams found the presence of multicultural members significantly enhanced creative performance.

This 2017 UGA Study reports that minority buying power is growing at a faster pace than the white consumer market for a number of reasons.

The combined buying power of blacks, Asians and Native Americans is estimated to be $2.2 trillion in 2016, a 138 percent gain since 2000.

According to the latest research from PwC, 87% of global businesses say diversity and inclusion is an organizational priority. And 9% of respondents aged 18-29 perceived lack of diversity to be a barrier to progression.

You see the benefits.

Why are companies still hesitant to reach diverse audiences?

How Diversity Drives Innovation

Historically unpopular candidates

Obama “drag effect”

Trump negative framing of Sec. Clinton

History of incumbency & history of disruptors vs. establishment

President Clinton baggage (i.e. “Super predators”, Lewinsky scandal)

The Campaign Landscape:

• Define the stakes of what a Trump presidency would mean for AfAm community

• Redirect perceived apathy for Sec. Clinton – turn the election into “protecting Obama’s legacy” for AfAm voters

• Focus on turnout vs. persuasion• Turn out at Obama ’08/’12

numbers in major urban centers like Milwaukee, Detroit, Philadelphia, Pittsburgh, Columbus, Charlotte, Miami etc

• Persuasion is about convincing voters to support your candidates, turnout is about mobilizing your supporters. Dem party has long treated AfAm community as a turnout universe.

Our Campaign Objective – AfAm Voters

• Democrats won strong turnouts in major urban areas in Dem strongholds around the country at high percentages but numbers overall did not match Obama ’08/’12

• African-Americans did not turn out at “win number” levels in upper Midwest urban centers like Milwaukee and Detroit

What Happened...

• Research suggest apathy/resentment for Sec. Clinton – particularly among AfAm men & apathy because Obama was not on the ballot

• Our research told us to lean heavy into Obama legacy and we did

• African-American men went to Trump at higher than expected percentage (AfAm women the strongest, most reliable voting bloc for Dem party)

Why It Happened…History proven difficult to overcome

• Incumbent party rarely holds WH after two terms. Since FDR, only George H.W. Bush in 1988 won after two terms of incumbency from their own party. Voters like cycles in politics. We were on the wrong end.

In an era of change, disruption is a powerful political tool

• The through line between George W. Bush, Barack Obama and Donald Trump – DC outsiders who led with a change message. Washington, DC is unpopular. In 2016, Sec. Clinton was identified as the candidate of the establishment and Trump was viewed broadly as the “change agent.”

Backlash• AfAm (and other minority groups) showed

up at representative levels even if slightly off Obama numbers. But rural areas where Trump is popular overperformed. Trump’s nativist, nationalist message expanded the GOP base (especially in places like WI, PA, and MI)

Narrative of Hillary Clinton• Campaign did a good job of tying Clinton

to Obama but neglected to lay out the necessary positive case for the Secretary independent of the Obama years.

• Baggage with AfAm voters over crime bill, “super predator” comments lingered.

We empower business to achieve disability inclusion & equality.

Disability:IN is the leading nonprofit resource for business disability inclusion worldwide.

Our network of more than 180 corporations expands opportunities for people with disabilities across enterprises. Our organization and 35 Affiliates raise a collective voice of positive change for people with disabilities in business.

About Disability: IN

“Nothing About Us, Without Us: Increasing Representation of the Disability Community in Stock Photography

Disability spans all races,socioeconomic status, gender, etc.

Yet, disability remains the forgotten or hidden

minority

The Problem

The Solution

The Disability Collection, a partnership between Verizon Media and Getty Images

Disability:IN free stock photography

Resources

The Disability Collection

Disability Stock Photography

Understanding a Disability Perspective by Emily Ladau

CASE STUDY

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The Modern Military Association of America

The Voice of the LGBTQ Military & Veteran Community

Naming the New Organization

Name

Tagline

CASE STUDY

Branding the new organization started with questions asked in the stakeholder interviews, followed by a visual inventory and finally logo mockups. The client wanted a modern, clean design that felt patriotic and that would be easy to put on merchandise.

Logo OptionsCASE STUDY

Final Logo Variations

Horizontal Logo Seal Logo

CASE STUDY

Brand ExtensibilityCASE STUDY

Latinos Providing Care Do Not Seek Free Available Resources

Nearly 7 million Latinos in the U.S. provide unpaid care to an aging or older loved one

Many Latino family caregivers see caregiving responsibilities simply as something family members do for one another

As they fail to self-identify as family caregivers, Latinos caring for a loved do not seek help

Family support is critical to the care needed for older adults as they age, but often comes at substantial cost to the caregiver

PSA campaign encourages Latino caregivers nationwide to access free Care Guides, self-care tips, planning resources, legal and financial guidance

Target: Latino caregivers ages 35-60

Goals:

● Raise awareness of the resources available to help Latino caregivers and their loved ones

● Help connect caregivers to experts and other caregivers as an additional source of advice, help and support

● CTA: aarp.org/cuidar & AARP call center

AARP/Ad Council’s ‘Heroes’ Campaign Targets Family Caregivers

Awareness of Spanish CTA increased compared to previous years, such that a quarter of Latino caregivers are aware of aarp.org/cuidar

70% of target audience agree that there are free, online resources for caregivers (measure added in 2019)

There was significant shift in the percentage of respondents who have not thought about seeking out caregiving resources

July 2019 Survey Tracking Results

● Latino respondents are more aware of the English URL than the Spanish URL; however

● Spanish URL has significantly grown in 2019● English URL decreased from last year and has

returned to pre-wave level

Higher Awareness of Campaign’s Spanish Main Call to Action

Tools for Marketers: How to Be Culturally Inclusive Everyday in Media

● Rely on inclusive imagery that is authentic and not stereotypical

● Use events, productions or food that have an Hispanic/Latino connection

● Reflect where Latinos live and their diverse customs and cultures

● Use data points that illustrate impact on the Hispanic/Latino community

● Work with Latino writers (including freelancers) on your stories/packages

● Rely on internal staff for cultural cues

Questions?