Portfolio Samples and Past Work Last Updated: June 2018 (918) 324-6271 info@culturaloutreach.com
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WE ARE
CULTURAL OUTREACH Reaching young and multicultural markets
After working with over 50 companies, surveying thousands of Millennial and multicultural consumers, and testing business strategies, we have developed effective solutions to reach young and diverse markets. The company was founded in 2013 by Kristin Messerli and now serves companies of all sizes nationwide.
OUR CLIENTS
OUR EXPERTISE
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• Multicultural marketing • Market research and demography • Community partnerships • Branding & PR • Social media • Cultural competence • Video marketing
Wells Fargo National MI WFG National Title Vision Property Management Alterra Home Loans Mortgage Financial Services Sandy Springs Bank
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CULTURAL OUTREACH TEAM
Kristin Messerli • •
Founder/CEO 10+ yrs multicultural outreach and sales
Sarah Vita • •
Client Engagement Manager International business
Cindy Smith • •
Business Manager 30+ yrs business and mortgage
culturaloutreach.com
Don Maxwell • •
VP of Biz Dev 30+ yrs in diversity and executive mortgage
Mikki Hernandez • •
Production Manager Communications and multicultural design
Taylor Potter • • •
VP of Operations 10+ yrs business growth Oklahoma’s 40 under 40
Chris Reeves • • •
Digital Strategy 15+ yrs digital agency Creative, web and ads
Ashley Smith
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Graphic Designer Global awardwinning design back to solutions overview
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Part 1:
COMPANY LEADERSHIP & STORYTELLING
ARTICLE PUBLICATIONS Cultural Outreach will write and publish articles in collaboration with and/or on behalf of key members of the company to promote multicultural and modern leadership. We will also publish articles that mention the leadership of the organization in diverse segments.
Ghost writing and collaboration Cultural Outreach will identify topics and article ideas, work with our clients to draft articles for publication and write and publish these articles in publications that will promote an area of expertise.
See example here.
Industry leadership promotion Alternatively, Cultural Outreach will write and publish articles that mention our clients so as to promote our clients’ brand as experts and leaders in the space.
See example here.
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VIDEO CONTENT Cultural Outreach will interview key people within our clients’ organizations to promote areas of expertise, including: social media, technology innovation, multicultural leadership and women’s empowerment. We will shoot, edit and promote videos.
Authentic story-telling We believe the most effective branding is through authentic story-telling. We help you create great videos through low-cost and simple video interviews.
See example here.
High quality interviews We also create high quality interviews and video content to share expertise and promote new projects.
See example here.
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MULTILICULTURAL CONTENT Cultural Outreach specializes in multicultural, multilingual design. We will review your marketing materials and update content or design new content to more effectively reach young and diverse market segments. We specialize in multilingual articles and blog posts, infographics and videos designed for consumers in underserved communities. Web and blog content Cultural Outreach writes with the specific audience in mind, focusing on language, terminology and design for every blog post in English and other languages. See an example from Alterra Home Loans here of graphic and written content in English. See examples from Alterra Home Loans, including: English and Spanish language graphics and content.
Graphic design This piece was designed for a medium to high income audience, Portuguese and Brazilian. Our audience indicated a clean design aesthetic, preference for open spaces and green living. We translated the materials and design to fit this audience.
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Part 2:
EMPLOYEE ENGAGEMENT
SOCIAL MEDIA Employees are a company’s biggest assets. Cultural Outreach helps our clients leverage their employees’ networks and share their brand story on social media through educational content, simplified sharing and training. Customized content Cultural Outreach will create customized content and/or aggregate content designed to best reach young and diverse markets.
See example post here and video here.
Content portal Simplified sharing through custom portal Cultural Outreach offers a simple portal for our clients to easily log in and share vetted, compliant content on social media with one click.
Custom categories are chosen to help employees find the right content to share for their audience. RSS feed integrates with other product offerings.
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Email and text campaign
Simplified sharing through custom emails To encourage sharing with or without logging into our portal, employees can simply share our content and access ongoing training through their email. We send a weekly email with social media posts, a coaching tip, and shareable content.
Weekly emails include a social media tip and content shareable with one click.
Training: TRAINING Custom training with online courses Through our uniquely designed program, we offer training on topics such as multicultural sales and social media to help employees improve their customer experience, ensure cultural competence and increase sales. All courses are available through the custom portal.
Courses include: • Multicultural marketing • Culture-specific courses • Social media courses • Reaching next generation buyers Webinars and live training We offer webinar packages and live workshops on all topics of multicultural marketing, sales and social media. See example webinar here.
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Part 3:
COMMUNITY OUTREACH
IMPACT STRATEGY A community outreach and partnership strategy is key to building a brand and effectively reaching both multicultural consumers and Millennials. Here’s why and how we would approach it:
Why It Matters A social cause and/or community partner opens doors. Millennials and multicultural segments are more likely to trust a company who is inolved in their community. According to Nielsen, over half of Millennials will pay more for a product if they know it has a social impact. Multicultural communities are tightly connected and rely on local leaders to direct them to quality businesses. By partnering with organizations and nonprofits in underserved communities, your brand builds a stronger, more diverse network with the largest segment of consumers. The Challenge Many companies’ social purpose/giving programs go unnoticed or can even backfire if not handled appropriately. (For example, Starbucks’ Race Together campaign, which sparked heated responses about race relations). The Solution Design a growth-focused social-purpose strategy that ties the company’s social aspirations and community relationships to its growth needs.
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Our Approach: 1. Identify causes, community leaders and nonprofits for highest return Our cultural audit will have identified areas of growth and opportunity in specific markets. We will create a strategy for reaching out to nonprofits and organizations key to expanding growth. 2. Identify best methods for support and partnership We will design an impact strategy that is likely to include resource sharing, publicity campaigns and employee involvement. 3. Begin publicity campaign We will create a campaign to generate greater awareness for the cause and partner organization(s), including: social media graphic/advertisement, video interview with organization leader, article and/ or public. 4. Manage relationships and investments This includes ongoing relationship management (staying in touch, etc.), co-hosting events or maintaining the publicity campaigns and resource sharing. 5. Measure impact We will regularly measure and report impact, evaluate our strategy, and update initiatives as needed.
Examples: Event sponsorships with nonprofits One of our nonprofit partners, FACELA.org brings in hundreds of Korean prospective home buyers to their educational events. Over 95% of FACELA attendees have a credit score of above 750 and are not yet homeowners. We help facilitate sponsorships from companies, giving those companies immediate access to ready buyers.
Association involvement We provide our clients with a list of the highest attended events and association chapters in the multicultural community and help identify the best methods for partnership with these organizations for maximum return on investment. This may include a cost-benefit analysis of event attendance, sponsorships, memberships at a local and national level.
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CUSTOMIZED RESEARCH: Companies of all sizes and types have purchased our Cultural Audit as a way to gain outside expertise for a clear pathway to growth. Some examples include: WFG NATIONAL TITLE
MULTICULTURAL
STRATEGIC PLAN 2018
performed by
• Chelsea Groton Bank: focus on diversity recruitment and community outreach branding • Regions Mortgage: focus on increasing LMI lending and CRA requirements • WFG National Title: focus on launching multicultural strategy • Prospect Mortgage: focus on decision to launch a new brand
A property management company wanted to rebrand and launch a new company to better reach underserved markets. Our team designed a new logo, gave web design specs, and outlined a PR and marketing strategy.
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RESEARCH CONTINUED...
LOCAL MARKET RESEARCH We present a comprehensive report of local market data, including an overview of key demographic and homeownership trends, heat maps, and other relevant community and segment characteristics.
LocaL Market report AUSTIN, TX
Our research includes the following: • All demographic/housing data as indicated in attached report here • Heat maps indicating growth opportunities for diverse markets • Competitive landscape with top lenders and financial institutions • Top real estate brokerage firms, nonprofits and organizations to facilitate partnerships • Recommendations for developing referral network based on data
“Let’s do this together”
THE BALANCED PROFESSIONAL
\
ERIC REEVES
Value & Efficiency
24 years old Married Household Income: $70K Bachelor’s Degree Seattle, WA
Asian American Homebuyer Trends IDENTIFIERS Type of Homebuyer
Influencers
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Good financial health (good credit, no late payments) Financially literate but not an expert (handles budget, understands basic terms like interest, etc.) Has done some research on mortgage but does not understand it completely.
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Referred to Expedite by his Realtor DEMOGRAPHICS Referral Strength: Medium Involved in the following networks: Seattle Young Professionals, University of Washington, PitchBook employees, social media networks: instagram, Twitter, Face20.5M Asians in the U.S. and 74% are book immigrants (Pew Research) Blogs and publications: TechCrunch, Business Insider, Mashable Median Age: 27 Years Old (Pew Research) Favorite Apps: Quora, Snapchat, banking app Median Income: $45,000 (US Census) Top countries of origin: Chinese, Indian, Filipino, Vietnamese, Korean, Japanese
ECONOMIC TRENDS
Proto Persona: ERIC REEVES
• Entrepreneurship: - One out of ten own their own business (Pew) - 19 out of 87 U.S. startups valued at over $1B were founded by Asian-American immigrants (Nielsen)
• Highest Education: Nearly twice as likely to have a bachelors degree than general population (Pew) • Highest Income: Nearly 4X buying power of highly coveted U.S. Millennial segment (Nielsen)
VALUES • Family: 28% of U.S. Asians live in multigenerational family households (U.S. Census) • Cultural Identity: 14% of Asian Americans describe themselves as American, while most identify by country of origin (Pew)
• Education and Career: Asian Americans are more likely to say hard work equates to success
CUSTOMER SEGMENTATION Using an ethnographic approach, qualitative data is collected through segmentation of age, ethnicity, and region to analyze customer cultural nuances within homebuyers. A report is provided with a 2-page description of each segment including: demographics, purchasing trends, key motivators and values, behavioral characteristics, influencers, success factors, and pain points. By using this research, customers are able to gain strategic insight into their customers’ expectations and preferences for customer service and create more effective marketing campaigns.
(69% vs. 58%) (Pew) • Technology: - Asian Americans own more ipads, smart phones, and tv’s than the general public - Consume more mobile, digital content, including video streaming (Nielsen)
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