If our Non-Traditional student campaign challenged us to use a wide array of tactics, this campaign tested our knowledge and access in a number of markets to develop a truly multicultural grassroots engagement strategy.
The West Indian Diaspora consists of Americans who can trace their ancestry to the Caribbean. Oddly enough, The West Indian Disapora designation is most commonly reserved for those of Afro-Carribean decent. For example, while inhabiting the same island of Hispanola, Haitains are considered West Indian while their neighbors next door in the Dominican Republic are not. It these slight differences and nuances that make this demographic so facinating and can create potential landmines for the untrained marketer.
While a complicated group, West Indian Diaspora Advertising can prove very fruitful. With the highest brand loyalty score among all multicultural groups, The West Indian Diaspora is a very viable target demographic. Here are are five mistakes to avoid.