Ed Miller

1
Marketing the Corporate Diversity Puzzle

• Ed Miller
• Executive Director
• Multicultural Marketing
• Verizon Communications

2
A Once in a Lifetime Opportunity

• Marketers need to redefine what is PR, Marketing,
  etc. in the multicultural community
• For many multicultural communities, everything is
  news
• What many consider marketing hype is actually
  newsworthy for communities that are underserved
• Multicultural communities want to see that
  corporations are taking an interest in them

3
We need to use every tool available

• To grow revenue Verizons strategy is to tap the
  growing multicultural community, however..
• For many, dial tone and asking Whats the
  coolest caller ID box are not what top of mind
• For most in the multicultural community, survival
  is the issue at hand
• For some our message isnt important enough
  unless we strike a chord

4
The Verizon Corporate Puzzle
Other LOBs
Verizon Reads
Verizon Human Resources
5
Find The Right Tactical Program

• Objective - Promote telecomm services
• Strategy Respect for Aspirations, Culture
• Tactic Create La Voz de La Plaza

• La Voz Tactical Objectives
• Deepen the relationship
• Frequent touches
• Breakthrough the clutter

6
Verizon Foundation Verizon Reads

• Corporate philanthropy is BIG news

• Foundation goals
• Workforce Development
• Programs that strengthen human potential
• Community technology development
• Bridge the digital divide
• Literacy
• Basic computer skills
• Employee volunteerism
• Verizon Volunteers

7
International Human Resources

• Inform customers that Verizon is in their
  country
• Puerto Rico, Venezuela, Dominican Republic

• And that Verizon helps
• Disaster relief, clothing, Red Cross efforts
• Demonstrate that Verizon hires promotes from
  the community
• Profiles of executives

8
Education

• Provide value by showing customers
• The keys to business success
• Starting your own business
• Scholarship information
• Financial management tools

• Provide inspiration that if they could do it, so
  can I
• Candida de Jesus
• Alfredo Macias

9
Marketing Advertising

• A decidedly low key approach to marketing
• Highlight only 1 Verizon ad per issue

• Used to Walk the Talk
• Sweepstakes winners, customer letters, proof
  points to marketing claims

• Instead, La Voz is the product
• Point of sale aid
• Value-add in closing the sale
• Remains a valued resource in the home