{"id":5618,"date":"2018-04-25T15:43:51","date_gmt":"2018-04-25T19:43:51","guid":{"rendered":"http:\/\/www.prejeancreative.com\/pc_blog\/?p=5618"},"modified":"2018-04-25T15:43:51","modified_gmt":"2018-04-25T19:43:51","slug":"diversity-advertising-in-acadiana-four-simple-rules-to-follow","status":"publish","type":"post","link":"http:\/\/www.prejeancreative.com\/pc_blog\/2018\/04\/25\/diversity-advertising-in-acadiana-four-simple-rules-to-follow\/","title":{"rendered":"Diversity Advertising in Acadiana &#8211; Four Simple Rules to Follow"},"content":{"rendered":"<div class=\"facebook_like_button\" style=\"float: right; margin-left: 10px;\"><iframe src=\"http:\/\/www.facebook.com\/plugins\/like.php?href=http%3A%2F%2Fwww.prejeancreative.com%2Fpc_blog%2F2018%2F04%2F25%2Fdiversity-advertising-in-acadiana-four-simple-rules-to-follow%2F&amp;layout=button_count&amp;show_faces=false&amp;action=like&amp;colorscheme=light&amp;width=200\" scrolling=\"no\" frameborder=\"0\" allowTransparency=\"true\" style=\"border:none; overflow:hidden; width:200px; height:20px\"><\/iframe><\/div>\n<p><span style=\"color: #f15d2f;\"><a href=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-3b.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-5649\" src=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-3b-300x300.png\" alt=\"\" width=\"300\" height=\"300\" srcset=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-3b-300x300.png 300w, http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-3b-150x150.png 150w, http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-3b-144x144.png 144w, http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-3b.png 700w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><span style=\"font-size: 16px;\"><strong>Diversity 101<\/strong><\/span><\/span><br \/>\n<span style=\"color: #392613;\"><span style=\"font-size: 14px;\">When the word diversity is brought up, what&#8217;s the first thing that comes to your mind? Race, gender, religion, immigration? A knock-down, drag-out political scream fest? In advertising, specifically in Acadiana<strong>\u00b9<\/strong>, diversity means taking the effort and care to ensure that an advertiser\u2019s message is engaging the broadest and most relevant demographic swath. <strong>Let\u2019s call this Rule No. 1.<\/strong><\/span><\/span><\/p>\n<p><span style=\"color: #f15d2f;\"><span style=\"font-size: 16px;\"><strong>Digging for Data<\/strong><\/span><\/span><br \/>\n<span style=\"color: #392613;\"><span style=\"font-size: 14px;\">So, just how do you determine the relevant demographic make-up of a unique area like Acadiana? The simplest way is to base your determination on decades (actually centuries!) of quality data compiled by the <strong>U.S. Census Bureau <em><a href=\"https:\/\/www.census.gov\/en.html\" target=\"_blank\" rel=\"noopener\">(Census.gov)<\/a>.<\/em><\/strong> Though the national census is taken once every ten years, the data set is continually updated and quantified through other sources, and at all levels of government. Additionally, there are<a href=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-1zz8.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-5665\" src=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-1zz8-300x218.png\" alt=\"\" width=\"300\" height=\"218\" srcset=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-1zz8-300x218.png 300w, http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-1zz8-768x557.png 768w, http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-1zz8.png 948w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a> numerous websites which compile this valuable information into easily digestible nuggets. One outstanding example is the <strong>Statistical Atlas <em><a href=\"https:\/\/statisticalatlas.com\/metro-area\/Louisiana\/Lafayette\/Overview\" target=\"_blank\" rel=\"noopener\">(StatisticalAtlas.com)<\/a>.<\/em><\/strong> Here, you can review and research nearly all social aspects or break-outs of a community: population; age and gender; race and ethnicity; marital status; household income; employment status; educational attainment; etc. This eliminates any guesswork and removes any tendency of personal viewpoints being injected into the question of who resides in any given area of Acadiana. Researching and studying relevant information for a given geographical area will help diversify an advertiser\u2019s message by appealing to a broader spectrum of individuals. <strong>And there you have Rule No. 2.<\/strong> A caveat: This is dependent upon the advertiser\u2019s product or service, of course.<\/span><\/span><\/p>\n<p><span style=\"color: #f15d2f;\"><span style=\"font-size: 16px;\"><strong>Connect the Dots<\/strong><\/span><\/span><br \/>\n<span style=\"color: #392613;\"><span style=\"font-size: 14px;\">Ah, matching an advertiser\u2019s product or service to the demographic most likely to engage with that product or service. Here lies the squishy part. If you ask an advertiser who their demo is, 9 times out of 10 they\u2019ll say, \u201ceveryone!\u201d Well, that may be mostly true for a utility company (renters or owners of a<a href=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-12-83f.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-5661 size-medium\" src=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-12-83f-300x218.png\" alt=\"\" width=\"300\" height=\"218\" srcset=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-12-83f-300x218.png 300w, http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-12-83f-768x557.png 768w, http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/pc_blog-12-83f.png 948w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a> business, residence or apartment), but for an attorney who specializes in estate planning (skew to higher income), or a retailer of ethnic hair care products (black, skew to female<strong>\u00b2<\/strong>) the demographic becomes very specific. That\u2019s where the cold, hard facts of data come in. If data shows the area you are targeting is 59.86% black, 64% which are female, ages 22-39, then a message must be crafted to speak specifically to that market. This demographic data will also allow you to choose specific media outlets or channels accordingly. To use the data sample previously mentioned, if you are targeting black females of a specific age group, there\u2019s a time slot for radio or TV spot that will skew to that specific market. There are social media channels that can skew to a specific market as well.<\/span><\/span><\/p>\n<p><span style=\"color: #392613;\"><span style=\"font-size: 14px;\">Depending upon the reach of the advertising channels utilized, some averaging of data will have to occur. Race and ethnicity, household income and employment status in St. Landry Parish are different than it is in Lafayette Parish or other Acadiana parishes. Hence, the need to know the reach of the media channels selected is important. In some instances of media placement, the reach or the message can be tweaked or targeted to smaller, more specific geographical areas (outdoor\/online advertising). <strong>Rule No. 3 &#8211;<\/strong> Match the right product to the right demographic profile through the right media channels.<\/span><\/span><\/p>\n<p><span style=\"color: #f15d2f;\"><span style=\"font-size: 16px;\"><strong>Keep the Craft Creative<\/strong><\/span><\/span><br \/>\n<span style=\"color: #392613;\"><span style=\"font-size: 14px;\"><strong>Finally, Rule No. 4 &#8211;<\/strong> Creatively craft the look and feel of the message to exhibit the diversity of the marketplace. Simply speaking, if the data shows there is diversity in the race, age and gender in Acadiana, then the ad should portray this diversity in the message. Not through cultural appropriation or by stereotyping, but by using a true break-out of the real people and faces of Acadiana (see example<strong>\u00b3<\/strong> below). Avoid the canned, overtly staged or stock-like in look &amp; feel at all costs &#8211; this is virtually a dead give-away of a forced visualization of the message. TV spots can most accurately portray diversity for obvious reasons. The use of coordinated imagery in print ads, collateral materials and social media channels can easily follow suit. Not to be left by the wayside, the creative use of voice talent and the script can push the diversity appeal of a radio spot.<\/span><\/span><\/p>\n<p><a href=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/1eew-pc-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-5718\" src=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/1eew-pc-2-1024x353.png\" alt=\"\" width=\"845\" height=\"291\" srcset=\"http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/1eew-pc-2-1024x353.png 1024w, http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/1eew-pc-2-300x103.png 300w, http:\/\/www.prejeancreative.com\/pc_blog\/wp-content\/uploads\/2018\/04\/1eew-pc-2-768x265.png 768w\" sizes=\"auto, (max-width: 845px) 100vw, 845px\" \/><\/a><\/p>\n<p><span style=\"color: #f15d2f;\"><span style=\"font-size: 16px;\"><strong>Aim for the Center<\/strong><\/span><\/span><br \/>\n<span style=\"color: #392613;\"><span style=\"font-size: 14px;\">All things considered, the reach and engagement of any ad should reflect the communities that make up Acadiana. This is not a political statement or discourse. This viewpoint is based on simple facts, statistics and research. Political advertising aside, nothing said here should be construed or considered socially liberal or conservative &#8211; the population or demographics of Acadiana is what it is &#8211; allow diversity to become an advantage.<\/span><\/span><\/p>\n<p><span style=\"color: #000000;\"><span style=\"font-size: 11px;\"><span style=\"line-height: 6px;\"><strong>1.<\/strong> Acadiana is being defined as the 9 parish area comprised of Acadia, Evangeline, Iberia, Jeff Davis, Lafayette, St. Landry, St. Martin, St. Mary and Vermilion.<\/span><\/span><\/span><br \/>\n<span style=\"color: #000000;\"><span style=\"font-size: 11px;\"><span style=\"line-height: 31px;\"><strong>2.<\/strong> All descriptive demographics terms are those used by the U.S. Census Bureau.<\/span><\/span><\/span><br \/>\n<span style=\"color: #000000;\"><span style=\"font-size: 11px;\"><span style=\"line-height: 31px;\"><strong>3.<\/strong> Still images from a TV spot created by Prejean Creative for LUS Fiber.<\/span><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Diversity 101 When the word diversity is brought up, what&#8217;s the first thing that comes to your mind? Race, gender, religion, immigration? A knock-down, drag-out political scream fest? In advertising, specifically in Acadiana\u00b9, diversity means taking the effort and care &hellip; <a href=\"http:\/\/www.prejeancreative.com\/pc_blog\/2018\/04\/25\/diversity-advertising-in-acadiana-four-simple-rules-to-follow\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,483,189],"tags":[],"class_list":["post-5618","post","type-post","status-publish","format-standard","hentry","category-advertising","category-community","category-marketing-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Diversity Advertising in Acadiana - Four Simple Rules to Follow -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/www.prejeancreative.com\/pc_blog\/2018\/04\/25\/diversity-advertising-in-acadiana-four-simple-rules-to-follow\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Diversity Advertising in Acadiana - Four Simple Rules to Follow -\" \/>\n<meta property=\"og:description\" content=\"Diversity 101 When the word diversity is brought up, what&#8217;s the first thing that comes to your mind? Race, gender, religion, immigration? A knock-down, drag-out political scream fest? 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