1. Multicultural marketing: A conversation
CASE V/VI Conference
December 12, 2016
Andrew Careaga
Missouri S&T

2. Campus tour time

3. The iceberg of culture

4. The culture of me Male Married Straight
Hispanic pocho (no hablo espanol)
Baby boomer (56)
Midwesterner (mostly) – small town/rural
Born in the U.S.A.
Middle class roots
Politically left-of-center (liberal-ish)
Evangelical/non-denominational Christian
College grad
Studied journalism – moved into PR, marketing, branding
25+ years in higher education PR and marketing (all at the same place)
CASE District VI

5. What’s wrong with this picture? (other than the poor quality)

6. What’s wrong with this picture?

7. The Next America
“As a people, we’re growing older, more unequal, more diverse, more mixed race, more digitally linked, more tolerant, less married, less fertile, less religious, less mobile, and less confident.”
Paul Taylor, The Next America
(pewresearch.org/packages/the-next-america/)

8. The Next America
“Our political and media institutions have become more polarized and partisan; so has the public itself. … Wealth gaps between young and old are at levels never before seen in modern times; so are the economic divides between whites, blacks, and Hispanics, and so, of course, is the gap between rich and poor.”
Paul Taylor, The Next America
(pewresearch.org/packages/the-next-america/)

9. A spin through the culture cycle
Hazel Rose Marcus and Alana Conner, Clash! How to Thrive in a Multicultural World (more info at

10. Communication styles Linear Circular/contextual Direct Indirect
Emotionally restrained (detached)
Emotionally expressive (attached)
Independence
Interdependence

11. Communication styles Linear
Develops argument, presents conclusion in an explicit manner. Straightforward, “cut to the chase” style.
Circular/contextual
Provides necessary contextual elements, avoids explicitly stating one point. Non-verbal.
Sometimes feel Circular communicators talk too much and never get to the point.
Sometimes feel Linear communicators are simplistic, leaving out information needed for understanding.

12. Communication styles Direct Indirect
Say what they mean and mean what they say. Content is priority. Emphasis on verbal, “low context.”
Message to be sought outside the words used (proverbs, metaphors, silence, surrounding contexts). Non-verbal, “high context.”
See themselves as frank, honest
Priority is relationships, harmony.
Sometimes feel Indirect communicators are not honest or that they avoid saying what they really mean.
Sometimes feel Direct communicators are too blunt and hurtful.

13. Communication styles Emotionally restrained Emotionally expressive
Prefers to hold emotions within, avoid forcing feelings on others.
Prefers to show emotions (joy, sadness, disappointment, anger, fear)
See themselves as respectful and responsible when they manage their emotions.
Feel alive and engaged when expressing and receiving emotional expressions (even negative ones)
Sometimes feel that Expressive communicators are immature because they cannot control their emotions.
Sometimes feel that Restrained communicators are cold, not interested in the issues or the other person.

14. Independence and interdependence
Views self as individual, unique, influencing others and their environments, equals.
Views self as relational, similar to others, adjusting to situations, rooted in traditions, ranked in pecking orders.
Emphasis on separateness, uniqueness
Emphasis on connectedness, social context, relationships

15. Who are you marketing to?
What do your:
Photos
Videos
Tagline(s)
Messaging
… say about your institution to prospects of different cultures?

16. The iceberg of culture

17. Session evaluations will be emailed.