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

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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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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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Ending Points

Strategic Findings

Artifacts Car decals Buttons Potluck CookbooksStrategic

Decisions

Diversity Week Recipes

Current Situation

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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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Ending Points

Strategic Findings

Implementation Website

Blogs Social Networking Sites Google logo change

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Current Situation

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Ending Points

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

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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?