Everything you need to
reach multicultural America.

Ethnic Americans constitute a unique marketplace and need to be understood and approached differently. Their buying behaviors, spending patterns and marketing response differ not only from the general market but also within community groups. Innovative methods like lifestyle marketing are gaining popularity as they let marketers position products around customers’ lifestyles.

Our senior strategists build an integrated marketing plan through a four-step process: an industry and competitive analysis of your current positioning; recommendations on how to position and brand with the group; the right promotional means and tools to target your offering; and tactical execution using our full suite of marketing services.

Your brand communicates the image of your company and shapes perceptions of quality and service. Multicultural branding requires a unique approach — communities are as varied as the regions themselves, yet a common thread binds each group into one unified force.

We identify the common bindings within each group and establish a unique brand identity for each. With the right mix of communication channels and messaging designed around your core corporate identity, we help you build long-term relationships and convert a marketed audience into a loyal, trusting customer base.

Ethnic media can be confusing — different groups dominate different regions and platforms, and none offer a one-stop solution. Selecting the right channels and media mix across online, print, TV, radio, mobile, out-of-home, social, events and grassroots becomes critical when budgets and resources are limited.

We understand your specific needs and manage your entire media plan — from strategy and media mix to ad placements, tracking and analysis. Our relationships with thousands of ethnic publications, portals, TV channels, radio stations, event organizers and community organizations keep your campaigns running seamlessly.

The ethnic market is made of cultural subgroups with their own languages, customs, behaviors and preferences — and even regional subsets within them. Effective campaigns often need individual creative for each group using in-language, in-culture materials, while cross-cultural campaigns can speak to many audiences at once.

Our award-winning creative team ensures campaigns are innovative, appealing and culturally sensitive. We offer fully integrated creative development in print, broadcast and online — including multilingual creative and transcreative production in over 30 languages — to complement your marketing, media and communications.

Though English is a second language for many, the preferred means of communication within these communities is often their native language. About 80% of Asians age 5+ speak a language other than English at home. It is imperative for marketers to create advertising that appeals to this segment in their own language.

We provide online and print translation, transcreation and localization in 30+ languages including Spanish, Mandarin, Cantonese, Tagalog, Vietnamese, Korean, Russian, Polish, Japanese, Thai and various South Asian languages — using only native, certified translators. Services include copywriting, proofreading, editing, typesetting, layout and design.

Every brand has a story, and America has scores of audiences willing to listen — but significance differs among communities. What is newsworthy to one audience may be irrelevant to another. More than translation, communication must be transcreated to appeal to each group’s lifestyle, preferences and emotions.

With research as the backbone, our multilingual PR team reaches key stakeholders through press releases, fact sheets, backgrounders and speeches, combined with new media like social media releases, video news releases and podcasts — telling your story in a way that truly matters to each community.

Direct marketing offers an effective medium to present precise messaging to a targeted geographic or demographic group that is more comfortable analyzing offers in their native language. Since most direct mail to ethnic households presents mainstream offers, an in-language mailer that fits their needs delivers a high response rate.

We provide complete direct marketing solutions with intelligent mailing data for every ethnic population profile in the nation. Our multilingual team creates culturally relevant pieces in 30+ languages. Services include research, copywriting, design, production, sourcing, mailing and tracking.

Cultural events are big attractions for ethnic groups — a chance to meet, interact and socialize in native settings. Social, community, entertainment and business events draw all age groups in large numbers, presenting a unique opportunity to bond through personal interaction, offer promotions and gather customer insights.

We offer complete event marketing and management in all ethnic American markets: staffing and training, collateral and signage, space arrangement, booth negotiation and logistics, on-site promotions that encourage product trial, attendee engagement, registrations and proprietary marketing databases.

Sales promotions stimulate purchase by adding an incentive — encouraging initial trial, fostering repeat usage and building loyalty. Within the community they offer a chance to draw a bargain, enter sweepstakes and try a product before buying. Product marketed at the point of interaction sells better than product left on the shelf.

We target community clusters — Chinatowns, Filipinotowns, Koreatowns, Russian districts, Polish pockets, Japantowns, Little Indias, Little Saigons and more — with short- or long-term promotions on a local, regional or national scale, executed by trained temp staff who distribute samples and gather valuable consumer insights.

Successful research gathers key consumer motivational data to shape effective strategies. In ethnic American markets it is more complex, involving language, interpretation and cultural sensitivity. Surveys conducted in-language, in-culture and by local community members achieve higher response rates than mainstream versions.

Our multicultural research team designs questionnaires and surveys in 30+ languages and conducts interviews on-site at community events, store locations and clusters, plus focus groups — helping you gather intelligent data, product insights and competitive intelligence for better positioning.