MOSAIC AWARD CASE STUDIES

MOSAIC AWARD CASE STUDIES
WORKFORCE DIVERSITY – recipient must demonstrate a strong effort to recruit and
hire persons from various ethnic and cultural backgrounds and reflect results through a highly
diverse professional and non-professional workforce.
Cox Media
Program Name: The Howard Project
Program Partners: National Association of Broadcasters (NAB)
Howard University School of Communications
Situation Analysis:
The NAB Media Sales Institute (MSI) of Howard University presented an opportunity for Cox to recruit qualified
and ethnically diverse students, by forging a partnership to groom graduates with related backgrounds to join Cox
Media sales departments.
Challenge:
To develop a training program that would yield ethnically diverse account executives that mirrored the culture of the
46 Cox Media offices across the country.
Program Description:
“The Howard Diversity Project,” created in 2002, is a partnership between Cox Media Northern Virginia and
Howard University in Washington, D.C., to place minority students in media sales careers. Annually, 30-40 recent
graduates of numerous historically black colleges and universities are selected for a free 10-day program designed
to educate students on the media sales business. This program is conducted on the campus of Howard University.
Cox managers join broadcast industry partners to teach courses on cable advertising sales and what to expect in
their first year as account executives. In 2003 five qualified graduates were placed in a 90-day training program
held at Cox Media’s Northern Virginia location. Upon completing the Cox Media training program, the graduates
are placed in Cox markets throughout the U.S., including Phoenix, Hampton Roads, Pensacola and Northern
Virginia.
Outcomes:
Cox has added value to Howard’s program by sharing their knowledge and expertise of cable television advertising
sales, in the form of tailored classes taught by Cox managers. By their involvement, Cox managers are able to network with various broadcasters and faculty of Howard, in addition to evaluating the potential of those enrolled in the
program. The partnership resulted in numerous MSI graduates being inducted into a special 90-day Cox training
program, which resulted in seven participants being hired as account executives and placed throughout various Cox
markets.
“The Howard Project” has diversified a number of Cox Media markets. For 2004 there are 13 new Howard project recruits completing a rigorous 90-day training program in Phoenix and they will soon take account executive
positions nationwide from San Diego to New England.
Due to the success of “The Howard Diversity Project,” similar programs are being designed to attract Hispanic
account executives.
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MOSAIC AWARD CASE STUDIES
MULTICULTURAL AD CAMPAIGN – recipient must present a series of related
advertisements (three or more), which demonstrate their understanding and sensitivity of the
targeted ethnic or cultural market's specific issues and attitudes.
Client: United States Navy
Campaign Title: Accelerate Your Life
Agencies: Campbell-Ewald, GlobalHue and Accentmarketing
Situation Analysis
The challenge of recruiting general market, African American and Hispanic youth to
join the Navy has become increasingly difficult in recent years. According to Department of Defense research,
propensity within these groups to join the military has been declining. Constant publicity among the popular media
outlets regarding the military and the ongoing war has been a negative influence for the youth population.
Consumer Insights:
African American Target - African American youth are more likely than other youth to
place a significant emphasis on achievement-based characteristics. They are interested
in obtaining skills essential to leading productive lives and achieving career success.
Hispanic Target - Family separation and a desire to maintain ties are fundamental barriers for the majority of
Hispanic youth. Nearly 9 in 10 feel that it’s very important that their family be proud of what they do in life. When
they make a long-term decision, they consider the effect it will have on their family. Significantly more Hispanics have
a desire to go to college than the general youth population.
Campaign Objective:
In fiscal year 2004, the Navy required the agencies to generate 347,600 cost efficient, eligible leads and convert
them into 38,000 recruits/accessions. Of these accessions, 20% and 11% were targeted to be African American
and Hispanic respectively. Additionally, the Navy needed to increase the number of “Upper Test Score” recruits.
Campaign Elements
Broadcast and cable television, national radio, print and out-of-home elements. A grass-roots program offering Navy
recruiters the opportunity to meet face-to-face with officer prospects. Navy teamed with the South West Athletic
Conference and is sponsoring 63 events with various levels of participation.
A bilingual Web site was developed called ELNAVY.com. Employed the use of influencer print ads, targeted to
parents, coaches etc.
Results:
African Americans’ perceptions of the Navy increased 12% with regards to believing that “the Navy has more job
training than other branches of the military,“ “the Navy has more technological training choices than other branches
of the military” increased 6%, and “the Navy prepares them for anything life dishes out” increased 24%. Hispanics’
perceptions of the Navy increased 7% with regards to believing that they “can take college courses on board while
serving in the Navy,” “Navy is a hands-on adventure,” increased 4%, and that “the Navy will accelerate them to
their highest achievements,” increased 11%. Fiscal year to date, Navy overachieved on its diversity targets.
www.aaf.org
MOSAIC AWARD CASE STUDIES
MULTICULTURAL AD CAMPAIGN – recipient must present a series of related
advertisements (three or more), which demonstrate their understanding and sensitivity of the
targeted ethnic or cultural market's specific issues and attitudes.
Brand: Pantene
Campaign Title: Pantene Relaxed & Natural Launch
Agencies: Grey Advertising, Carol H. Williams Advertising,
Grassroots Promotions, Inc.
Situation Analysis:
As part of Procter & Gamble’s commitment to increasing their relationship with the African American community,
Pantene Pro-V introduced a new line of products created especially for women of color. With African American
consumers over-indexing on hair care usage across many Procter & Gamble beauty brands, the new Pantene
Relaxed & Natural sub-brand was positioned to speak to a community that recognized the Pantene name, but was
skeptical of the brand’s ability to provide for their unique hair needs. The line was launched with six products. The
brand’s unique selling point is its patented pro-vitamin formula that has been enriched with essential oils to deliver
intensive moisturizing for healthier, shinier and stronger hair.
Campaign Objective:
Grow Pantene to be the #1 hair care brand in ethnic hair care market by building awareness of Pantene as a relevant brand for African Americans, and using Relaxed & Natural as the anchor to build credibility.
Campaign Elements:
• National television introductory spot introducing the full line of products and showcasing the Oil Cream
Moisturizer as the hero. The spot followed the overall equity of the Pantene brand but pushed on key elements
that resonate with the African American consumer. Music played a key part in the execution of the spot.
• National print effort that ran not only in African American publications such as Ebony and Essence, but also
engaged African American consumers through relevant general market publications such as Fitness and
Parenting.
• A breakthrough media strategy was also employed with the use of radio endorsement programs in 34
cities led by Radio One.
• Strong point of sale, direct to consumer, sampling and event marketing. The Pantene Total You
Tour, a nine city/15 historically black college/universities campus event marketing program that targeted African
American women age 18-49. The program included specific print, radio and TV support.
Results:
• Total Pantene US FD+ dollar share - 14.8, with a growth of 6% vs. the previous year.
• Total Pantene US FD+ AA dollar share rose to 13.27 a growth of 16% vs. the previous year.
• Relaxed & Natural exceeded its Year One objectives by +85%, driving Total Pantene AA market
share to 13%.
• 28% of R&N sales were incremental into Food Drug Mass from other channels (e.g., beauty and barber).
(ISPSOS-Insights, April 2004)
• Top of Mind awareness of Pantene rose to 24.3 and unaided awareness rose to 44.3%.
(ISPSOS-Insights, April 2004)
www.aaf.org
MOSAIC AWARD CASE STUDIES
MULTICULTURAL AD CAMPAIGN – recipient must present a series of related
advertisements (three or more), which demonstrate their understanding and sensitivity of the
targeted ethnic or cultural market's specific issues and attitudes.
Client: Allstate
Campaign Title: Nostalgia
Agency: Kang & Lee Advertising
Situation Analysis:
In September of 2003, Allstate Insurance, a provider of auto, property and life insurance products, launched its
first-ever advertising campaign designed to reach the majority of Chinese Americans who prefer to receive news
and entertainment in Chinese. The first phase of this campaign, began in September of 2003 in New York,
Oregon and Washington. The California component of the campaign commenced in July of 2004. Combined,
these four states represent approximately 75% of all Chinese living in the United States.
Consumer Insights:
• Although consumers had little base line understanding of Allstate, they desired to do business with
a company like it.
• Consumers prefer Chinese speaking agents who educate consumers and who don’t give them a “hard sell.”
Chinese consumers, like general market consumers, are confused about the trade-off between things like deductible
and premium rates. The consumers want to be spoken to in Chinese and want the content of the conversation to
address anxieties about making the right choice. They do not want a gratuitous demonstration of how much the
company understands Chinese immigrant culture.
Campaign Objectives:
To increase awareness and understanding of Allstate among Chinese American consumers shopping for personal
line insurance with an emphasis on auto.
Campaign Elements:
Brand Introduction - :30 sec. TV, fullpage print (brand intro), full-page
color print (Lunar New Year greeting),
half- page print (agent ad), Internet
banners, Web site, out of home.
Auto Insurance Introduction - :30 sec.
TV, full-page print, half-page print,
:60 sec. radio commercial (two spots).
www.aaf.org
Allstate Chinese American Campaign Launch Results
Agreement With Ad Messages (Strongly Agree)
Allstate agents can help you to understand what type of
insurance is the right fit for your specific situation
New York
Seattle
Pre
Post
Pre
Post
12%
18%
11%
23%
Allstate offers a discount on insurance for safe drivers
20%
37%
18%
31%
Allstate offers a range of home, auto and life insurance products
17%
42%
25%
37%
Allstate has a dedicated Chinese Internet site
7%
20%
6%
15%
Allstate claims service that is fast and fair
8%
15%
10%
11%
27%
40%
25%
41%
7%
12%
5%
6%
13%
26%
11%
21%
Allstate has Chinese speaking agents to help you better understand your
insurance needs
1 in every 8 American households looks to Allstate for its insurance needs
Allstate has 70 years of experience protecting families
MOSAIC AWARD CASE STUDIES
MULTICULTURAL AD CAMPAIGN – recipient must present a series of related
advertisements (three or more), which demonstrate their understanding and sensitivity of the
targeted ethnic or cultural market's specific issues and attitudes.
Procrit Epoetin Alfa
Campaign Title: LA BODEGA
Agency: Anderson DDB, Toronto
Situation Analysis:
• There are about 67,400 new cancer cases within the Hispanic community each year
• Cancer is the second leading cause of death among Hispanics after heart disease
• The large Hispanic population represented a significant, untapped, growth opportunity for PROCRIT
• There is little brand awareness of PROCRIT within the Hispanic community
Consumer Insights:
• A belief in “family first” and the patient’s need to recover in order to continue being the integral part of the family
• A general emphasis on affection, physical closeness, overt emotions in the family dynamic
Campaign Objectives:
• Educate patients that their fatigue from chemotherapy may be a symptom of anemia, treatable with PROCRIT
• Increase in the % of Hispanic patients who are aware of PROCRIT and ask their doctors about PROCRIT
Campaign Elements:
• TV: La Bodega :60 commercial launched on June 7, 2004, and is running nationally during primetime and news
(key times for our target of adults 50+). Average reach and frequency is 47/4.4
• Print: Print ads (in publications such as People en Español, Reader’s Digest Selecciones and Vista), are accompanied by a detachable self-assessment tool to help facilitate cancer specialist/patient dialogue
• Patient Education:
— PROCRIT Check: A tool specifically designed for the Hispanic market that will allow patients to assess
whether their fatigue may be a symptom of anemia
— Find Your Strength Brochure: An eight-page brochure about chemotherapy-related anemia and the
fatigue associated with this anemia
— Managing Chemo Side Effects Brochure: A 16-page brochure that provides patients with helpful information on chemotherapy, chemo-related side effects, and tips on how to manage these side effects
• Call Center: A 24/7 toll-free call center, staffed by Spanish-speaking representatives dedicated solely to PROCRIT
• Online Resource Center: Procrit.com was expanded to offer helpful information in Spanish on common chemotherapy-related side effects including anemia and fatigue
Outcomes:
• “Ask your doctor about” score was nine percentage points higher than general market score
• Unaided brand awareness score was 12 percentage points higher than general population
• Hispanic calls now represent nearly 35% of the total PROCRIT call volume
• More than 10,000 pieces of patient education materials disseminated each month since the
campaign launch
www.aaf.org
MOSAIC AWARD CASE STUDIES
MULTICULTURAL MEDIA USAGE – recipient must demonstrate that their organization has used
multicultural media to convey their message to multicultural markets.
Client: MasterCard
Campaign Title: “Priceless”
Agency: The Vidal Partnership (Hispanic AOR)
Situation Analysis:
Despite the dynamic growth of the Hispanic population in the United States, the credit card category has been significantly underdeveloped in the Hispanic market. A significant factor is an adverse reaction to debt accumulation
and overall, financial literacy among U.S. Hispanics is low. Less than 50% of the Hispanic adult population own a
credit card – 70% feel the need to reduce debt levels and 58% do not want to be in debt. This discomfort with
debt stems from negative experiences with financial institutions in their country of origin.
Consumer Insights:
Hispanic consumers need and seek more information regarding money management. Over 88% of Hispanics
strongly agree with the statement: "I wish more financial institutions would offer services with Hispanics in mind."
Hispanics expressed a need for understanding of financial tools and basic financial knowledge. They understand the
basic value of budgeting, money management and building credit, but need guidance in achieving these goals.
Campaign Elements:
• Radio Elements
— “Tu Dinero con Julie Stav” (“Your Money with Julie Stav”) on Univision Radio; category exclusive
sponsorship with :30 vignettes featuring personal finance tips
— “Mundo Financiero” (“The World of Finance”), a personal finance talk show produced by Radio Unica.
Program content created was created by MasterCard, who had category exclusive partnership of the
show, and The Vidal Partnership.
• Online Components
Creation of mastercardenespanol.com personal finance information section and sponsorship of "Tu Dinero" on
Univision Web site.
• Collateral Materials
MasterCard partnered with LULAC (League of United Latin American Citizens) to develop and distribute the "El
Futuro en Tus Manos" personal finance education brochures
Results:
• Over 40,000 calls received on Mundo Financiero
• Nearly 700,000 impressions on the Radio Unica "Mundo Financiero" Web page
• Nearly 500 e-mail questions submitted to "Mundo Financiero" page;
• Nearly 1000 e-mails sent to Julie Stav's “Tu Dinero” show
• Personal finance efforts contributed to a 34% improvement in "brand you trust" tracking attribute
• Personal finance efforts contributed to a 25% improvement in "safe secure way to pay" attribute
• Fostered greater interest in Personal Finance Education initiatives among U.S. banks
www.aaf.org
MOSAIC AWARD CASE STUDIES
MULTICULTURAL SUPPLIER PARTNERS – recipient must demonstrate that their organization has
developed and implemented programs to increase their partnerships with minority vendors.
DaimlerChrysler
Program Name: The DaimlerChrysler Diversity, Supplier
Development Department
Product/Services: Automotive and truck manufacturing
Situation Analysis:
According to U.S. Census data, by the year 2050, the minority population is expected to become 47% of the
United States population, increasing by 21%. The automotive market will be impacted accordingly. For
DaimlerChrysler to maintain a presence in all sectors of the marketplace, it is a business imperative to support
minority suppliers. Historically, minority suppliers have hired a far greater percentage of minority employees than
non-minority firms thereby creating more minority consumers for increased market share opportunity.
Program Description:
The DaimlerChrysler (DC) Diversity Supplier Development (DSD) Department was established in 1983. The primary
focus of the DSD is to develop and maintain a qualified minority supply base that is reflective of our customer
base. This enables DC to achieve minority sourcing goals and commitments to the government and community.
In 1993 the former Chrysler Corporation introduced an innovative approach to minority sourcing by developing
the Tier 2 program. The company recognized our key suppliers’ efforts to source to minority-owned companies.
This approach has been adopted industry-wide as an enabler to increase spending in minority communities. In
1993 when the company began tracking Tier 2 dollars, our combined purchases from Tier 1 and Tier 2 was $710
million. By 1998 the corporation had increased its minority purchases to $1.724 billion dollars, an increase of
over $1 billion dollars in just five years. For 2003 DC achieved $3 billion in minority supplier spending.
Outcomes:
Value of Supplier Partners
DaimlerChrysler’s 2003 spend with minority suppliers of $3 billion represents 11% of its total procurement budget.
Additionally, DaimlerChrysler has spent $24 billion with minority-owned firms since the inception of its supplier
diversity initiative.
DaimlerChrysler established a minority supplier mentoring program, a first of its kind partnership with ASG
Renaissance, Comerica Bank and the Asaba Group, known as the Minority Enterprise Initiative (MEI). MEI's purpose is to strengthen the suppliers who participate in order to prepare them to secure additional business opportunities. Since the beginning of the five-year program, DaimlerChrysler's direct spending with the mentored suppliers has increased to nearly $900 million.
Sponsors a major trade fair, named Matchmaking: Success Through Partnering. The fair’s goal is to facilitate longterm business relationships of minority suppliers with DaimlerChrysler Corp. and other suppliers. The event has generated over $500 million in additional opportunities for minority companies in the five years since its inception.
Established the Minority Supplier Council (MSC), which meets quarterly to resolve issues affecting the minority
business community.
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