marketing & Communications
A lot of companies want to market to and communicate with people of colour, but they're either afraid or they don't know where to start. There are a lot of potential landmines which make content creation and marketing even more difficult, especially when you're speaking to marginalized groups.
For others, they think diversity and inclusion are just a passing phase.
The reality is in 2020, 40% of the United States identified as visible minorities. The United States is projected to be “minority white” in 2045 as the percentage of the U.S. that identifies as white drops below 50% for the first time ever.
According to Statistics Canada, if current trends continue, by 2041 half of the Canadian population will be made up of immigrants and their first generation Canadian-born children.
So what does this mean?
It means North America is in the middle of one of its biggest demographic shift ever. It also means there's a shift in spending power. Unfortunately, most companies aren't ready and haven't made the shift in their marketing.
If you're looking to communicate with or market to diverse audiences WHILE achieving your marketing goals we can help. We're your diversity content and marketing experts.
HOW CAN WE HELP?
SHIFTER's content solutions include:
TFC Caribbean Heritage Night
Maple Leaf Sports & Entertainment hired SHIFTER to promote Toronto FC's Caribbean Heritage Night to Toronto's Caribbean community.
Sneaker Shopping at
Kevin Bourne, aka KB The Boss, and hip-hop recording artist J Chinnasz visit the new New Balance store at CF Rideau Centre. SHIFTER also ran a New Balance gift card giveaway on a local radio station in the Ottawa market to promo the new store.
Invest Ottawa Diversity blog series
Speaking to diverse audiences can be a hard balancing act. Whether it's for a specific occasion or your day-to-day communications, SHIFTER Agency can help you develop content that communicates effectively with people of colour. For example, our team of writers worked with Invest Ottawa on its Black History Month, Asian Heritage Month and National Indigenous History Month series for their blog.
York University Black content series
The Glendon campus of York University hired SHIFTER to undertake a content marketing campaign during their recruitment cycle to help market the school to black students. The project included a series of articles on our online magazine SHIFTER, one of Canada's leading Black media platforms, and a series of Reels on our Instagram account.
TD Canada Trust Black History Month
In order to promote their brand and products to the Black community, TD ran a small campaign on our shiftermagazine.com platform, including taking over the header and background ad spaces, running an article about Black organizations they support, and interviewing a Black executive. TD chose to work with SHIFTER because of our brand’s reputation with the Black community, including the 18-35 demographic.
Your pathway to better content.
1. Book a free consultation
Let's chat for 30 minutes to see what's been working for you and what hasn't. We'll make it quick!
2. Do a discovery session
Now that we have an idea of what's not working, let's sit down so we can ask you more in-depth questions about your vision, target audience and more!
3. Create a strategy
From the discovery session we'll draft a content marketing strategy for your company.
This is the fun part. Now we create and execute so that you begin to reach a more youthful and diverse audience.