Marketing Complexity to Diverse Audiences
As an affordable housing organization in one of the most diverse cities in the country, we need to appeal to both the widest and most diverse audiences at the same time. Within our work with coastal homeowners, we’ve had to tackle working with people from different ethnicities, who speak different languages and have completely different mindsets. So how do you overcome these obstacles to deliver high-quality services?
For this session, we’ll take you through a case study of how we designed a web platform for educating coastal communities on flood risk, developed a program to educate homeowners about resiliency and flood insurance, and created outreach and marketing materials to address a fragmented and sometimes hostile audience.
We’ll tell you where we have stumbled, how we iterated to improve our engagement with the audience, and what we learned from an on-the-ground approach.
- Understand your audience and its different segments
- Approach an outreach campaign with a diverse audience
- Iterate your outreach campaign based on feedback from partners and audience