Transcreate

Multicultural marketing is still in its infancy stage in Canada. Advertisers are treading this market carefully because it is unknown and far too segmented. As the number of new immigrants from different countries increase, and as current immigrants with their own values and predilections assimilate into society, speaking to this market is only become more challenging.

How We Work

It is only through careful planning and strategic targeting that an advertiser can gain any headway into the minds and hearts of the market they wish to speak to. At AV Communications, we believe that strategic planning should be initiated at different levels:

Company / Client Level
• Imbibing of company mission and vision
• Immersion into company’s product and services
• Identification of issues and opportunities
• Identification of company’s best practices
• Identification of company priorities and strategic direction
• SWOT analysis
• Identification of tasks and expectations

Target Market Level
Determining target communities needs and wants
Keeping a record of new and relevant consumer insights
Identifying key community and opinion leaders who can act as influencers
Measuring the relevance of products and services vis a vis the market
Determining how products and services can be recreated, repackaged or enhanced to increase its relevance to the multicultural market they are targeting.
To reach our end result, we conduct exhaustive Focus Group Discussions, Dip stick surveys, Community immersion, Quantitative and Qualitative research, Street surveys as well as Event marketing surveys.

Environment/Marketplace
Market and environment scan
Identification of external issues and opportunities
Competition scan
We ensure ample Media monitoring, ambush interviews, press releases, consumer blogs, email signature campaigns in order to achieve a comprehensive scan. The strategic planning process culminates in the development of a Communication Plan that serves as a blueprint on how the company can align its products and services to the needs and wants of the multicultural consumer.

How we serve

• Broadcast, Print and Out-of-Home Advertising
• Direct Marketing
• Digital Media, Web Development and Online Advertising / Interactive
• Media Planning & Buying
• Media Relations
• Event Planning/Management
• Creative Services (including design and production of collateral)
• Community Outreach/Public Relations