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
Communications 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.
