Case Study:  Multicultural marketing increases customer base

Problem:

A large educational business organization in Chicago wanted to target ethnic groups in order to expand and improve upon their diversity program.  The company sought to increase its customer base of Hispanic, Asian American and African American demographics within upwardly mobile segments of each population strata.  This organization would like to use innovative marketing strategies not previously deployed.

 

Solution:

Cultural Marketing PR professionals developed a numbers based research document proposing the use of e-commerce and internet marketing strategies and tactics to reach the enterprise's targeted demographic groups.  The psychographic and demographic profiles indicated that their target market would not only belong to specific ethnic groups, but that these target segments also shared non-quantifiable attributes that related to lifestyle marketing.  This resulted in a  tactical plan that targeted key segments of these ethnic target groups in alignment with the organizations strategic intent.

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