Verizon
A Cross-Cultural Communications Platform At Scale
How to move from a ‘general market’ and ‘multicultural’ communications platform to a cross-cultural platform for a more inclusive customer experience.
The Situation
An industry leading technology company was looking to culturally transform their decades old utility brand from the inside, out.
With a new CMO and marketing leadership team in place, the ask was to help the multicultural marketing organization transform into becoming a cultural and high growth segment organization.
Reframe was asked to assist with the transformation along with providing advisory services for helping the general market agency develop a communications platform for millennial and high growth segments (i.e. US Hispanics, African-Americans and Black customer segments).
- Help to understand commonalities as well as differences to barriers/drivers to purchase for Millennial and Multicultural Millennial segments.
- If relevant, develop a cross-cultural platform that incorporates both general market and
multicultural insights.
The Opportunity
The Approach
- Conducted Millennial and Multicultural Millennial consumer desk research and use primary research.
- Gained an understanding of attitudes, behaviors and media habits of Millennial and Millennial Multicultural consumer segments via customer journey mapping for Millennial, Millennial – Hispanic, Millennial – Black and Millennial – Asian.
- Developed insights for barriers, drivers and channels across each consumer segment.
- Developed hypothesis for desired behavior change by each stage of the customer journey.
- Created cross-cultural strategic lines of communication across segments while understanding deep insights by ethnicity.
The Results
- Developed a cross-cultural platform for consideration within the national brand campaign platform.
- Developed Millennial and Multicultural Millennial consumer personas, customer journeys, an understanding of barriers and drivers to purchase.
- Developed cross-cultural insights as well as Hispanic only, Black only and Asian only insights.
Latest Resources Insights
With over five years of research and development (R&D) with Fortune 500 enterprise organizations, we’ve developed resources for People Leaders who want to learn more about how to build the most inclusive customer and employee experiences.
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: Latest Resources Insights
With over five years of research and development (R&D) with Fortune 500 enterprise organizations, we’ve developed resources for People Leaders who want to learn more about how to build the most inclusive customer and employee experiences.
See All Thought Leadership Our Latest Blog Articles