Edelman Multicultural, an award-winning practice launched in 1998, specializes in marketing to the U.S. Hispanic and African-American audiences. Formerly known as the “Diversity Solutions” group, the Multicultural team includes over 28 culturally diverse specialists in key markets with an expertise in a wide range of industries, including healthcare, consumer products, travel & tourism, food & beverage, retail, corporate, financial services, telecommunications/wireless, entertainment, sports, crisis communications, and government relations.
As a core unit within a full-service firm the Multicultural practice delivers targeted initiatives that bridge cultural, language, and lifestyle differences, ensuring that public relations and marketing programs speak to the interests, needs, and values of the African-American and Hispanic communities. We have partnered with clients such as AstraZeneca, Burger King, Butter Ball, Kraft Foods, Hershey Foods, Jazz at Lincoln Center, Johnson & Johnson, Merck, Pfizer, Schering-Plough, the National Epilepsy Foundation and the USTA to develop successful campaigns.
Our Approach
Our methodology for multicultural marketing incorporates six integral components: media relations, advocacy relations, grassroots (in-market/viral marketing), research, event marketing/sponsorship and consulting.
Media Relations: Ongoing and relevant outreach to multicultural media is vital. Hispanics and African Americans straddle two worlds, sometimes consuming ‘general market’ messages, sometimes not (Spanish-dominant Hispanics), but always turning to their communities for validation and reinforcement. We have a clear understanding of the dynamics of the multicultural media landscape and strong contacts with both national and regional media venues.
Advocacy Relations: Relationships are particularly critical when implementing multicultural programs. We work with organizations, as well as community leaders to mobilize and empower these core audiences. Whether it is collaborating with a national organization’s local affiliates for a campaign, coordinating a meeting with a community leader, or participating at annual meetings of well-regarded organizations, these relationships are at the center of helping clients build sustainable ties.
Grassroots: To cultivate relevant connections with key audiences, the Multicultural team employs grassroots strategies, including viral/guerilla marketing, participation in community festivals and events, local market media tours, internet presence, and retail partnerships. This allows us and our clients to connect with consumers by participating in their daily experiences.
Research: The multicultural communities within the U.S. are dynamic, complex, and ever-changing. There exists a myriad of cultural idiosyncrasies that must be effectively addressed in all communications in order to craft and seed appropriate messages. Through collaboration with Edelman’s research company Strategy One and pilot programming, we test messages, concepts, language, tone, and overall approach to ensure that we are not only speaking to, but truly engaging our core audiences.
Event Marketing/Sponsorship: Participating in relevant multicultural events, including entertainment and sporting events is another important way to create and maximize a brand experience and validation through a significant alliance. The Multicultural team works to strategize and negotiate contracts in the arts, sports, and family entertainment arenas.
Consulting: The Multicultural practice offers strategic consulting support during every phase of the multicultural marketing and sales lifecycle. Our services include early-stage opportunity assessment, strategic marketing and sales planning, infrastructure/organizational capabilities review, and channel analysis and alignment.
