diversity
DESCRIPTION
TRANSCRIPT
Ashley Lee, Vaish Shastry,
Nathan Martin, Jennifer Noinaj,
Alex Etheridge
Diversity Week
Current Situation
Strategic Decisions
Marketing Decisions
Ending Points
Strategic Findings
Problem To Be Addressed Growth of immigration and number of
foreign workers in the USAEspecially large from many less well known
countries
Confusion about cultures and customs from around the world
Community involvement and partnership in current holidays
Current Situation
Current Situation
Strategic Decisions
Marketing Decisions
Ending Points
Strategic Findings
Research Results Oriented toward family
Familial interaction: activities that bring family together
UniversalityNeed for individuals to feel like a part of a
larger communityAppeal across all demographics, ages, sexes,
and ethnicities Personal relationship
Personal satisfaction for taking part in celebrations
Strategic Findings
Current Situation
Strategic Decisions
Marketing Decisions
Ending Points
Strategic Findings
Holiday Name Diversity Week
Short and memorable titleDescribes the length of the holiday
RationaleCultural – Racially and ethnically diverseSociological – Open-minded and forward
thinkingPsychological – Multiculturalism
Strategic Decisions
Current Situation
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Ending Points
Strategic Findings
Positioning
1
23
4
5
Broad Cultures
Specific Cultures
More PopularLess Popular
Diversity Week
St. Patrick’s Day
Cinco de Mayo
National Religious Freedom Day
Heritage Month CelebrationsStrategic Decisions
Current Situation
Strategic Decisions
Marketing Decisions
Ending Points
Strategic Findings
Market Ideally would like to have no specific
target market for celebrationCelebrated by all ages, sexes, creeds, and
ethnicitiesLargest opportunity for quick growth of
popularity
Initial target market has emphasis on institutions and familiesSchools and CorporationsHousewives
Strategic Decisions
Current Situation
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Strategic Findings
Target Audience Goal: appeal to 10% or more of the US
population, or 30 million1. Young adults K-122. College students3. Corporate offices
Sufficient profitability if targeted well Diversity is extremely important to young
students as well as older college students Corporations continually look for more and
more diversified employee pools
Strategic Decisions
Current Situation
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Marketing Decisions
Ending Points
Strategic Findings
Date & Time Date
The first week in MayCinco de Mayo will fall during Diversity Week
TimeDaytime - Classroom and businessesEvening - Community and neighborhood
events
Strategic Decisions
Current Situation
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Strategic Findings
Artifacts Car decals Buttons Potluck CookbooksStrategic
Decisions
Diversity Week Recipes
Current Situation
Strategic Decisions
Marketing Decisions
Ending Points
Strategic Findings
Launch personality National launch Adoptability – HIGH Familiarity – HIGH Compatibility (target market) – HIGH
Marketing Decisions
Current Situation
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Ending Points
Strategic Findings
Aesthetics Logo Design
Professional and likeable
ColorsDiversity BlueBright, friendly and appealingWarm and cool
Marketing Decisions
Current Situation
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Strategic Findings
Implementation Website
Blogs Social Networking Sites Google logo change
Marketing Decisions
Current Situation
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Strategic Findings
Interpersonal Influence
Celebrity representationRange of agesEthnically diverseFamily-friendly
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Current Situation
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Strategic Findings
Brand Personality Loving, accepting, and respectful
Foster an environment where people appreciate other cultures
Achieves and promotes greater respect for different cultures
Marketing Decisions
Current Situation
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Strategic Findings
Market Penetration Grocery stores and food retailers
Seen by consumers who already make food-purchase decisions
Blades - aisles Kiosk with information about the
holiday, will direct consumers to the website
Marketing Decisions
Current Situation
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Ending Points
Strategic Findings
Contest Before Diversity Week, implement a
contest with $25,000 prize “Learning and Loving Diversity Week” We will encourage video entries, but
any creative form will be accepted For all ages, family-friendly
Marketing Decisions
Current Situation
Strategic Decisions
Marketing Decisions
Ending Points
Strategic Findings
Diversity Week Family-friendly Inspires creativity and sharing Melds consumption and celebration Cross-promotions
Food Network
Interactive and informative website Corporate sponsors, and in the future,
government funding
Ending Points
Questions?