Multicultural Communications

Interlex is the only multicultural communications agency devoted exclusively to advocacy marketing, social marketing, cause-related marketing, and corporate social marketing. This is not the only unique aspect of our firm, however. Key to Interlex’s success and appeal is our ability to seamlessly integrate general market efforts with multicultural communications. While many of our clients over the years have engaged us specifically to meet their multicultural communications needs, most of our clients engage us as a general market agency of record knowing that they are simultaneously acquiring integrated multicultural communications resources and expertise.

Interlex’s multicultural communications capacity includes the ability to holistically bring to bear multicultural marketing and minority outreach on our clients’ branding strategy and implement that strategy via advocacy marketing, social marketing, cause-related marketing, and corporate social marketing.

Within our multicultural communications porfolio, Interlex counts on work within the following domestic market segments: Hispanic, African American, Asian American (Chinese, Korean, Vietnamese, Japanese, Filipino and Hmong), and Native American. Our multicultural communications clients include the American Cancer Society, American Express, National Education Association, TracFone, and National Education Association.

We also consider international marketing as a form of multicultural communications. In the international arena, Interlex has performed work in multiple languages across the continents of North America, South America, Europe and Asia. To facilitate our multicultural communications  in this respect, we count on a proven network of international affiliates. Our international multicultural communications client experience includes Pan American Development Foundation, Organization of American States, Texas Department of Economic Development – Tourism Division, and Wyndham Worldwide.

To ensure effective multicultural communications, our full service advertising agency offers creative, media planning and buying, public relations, nonprofit outreach partnership development and digital services including public relations online. Bringing this offering to multicultural communications is only one part of the successful formula at Interlex. The other part is our people and their passion for multicultural communications.

In delivering multicultural communications, there are several key areas, Interlex excels in: cultural insights, market research, minority outreach, and non-profit partnerships. When conducting multicultural communications we are marketing to an underserved community that is not often targeted by traditional advertising dollars. The branding strategy to reach this target must be adapted keeping their demographics in mind. Much of this can be done with research, but our personal experiences also have value when crafting strategy and messaging. On the ground while conducting minority outreach it is important that we not only have the ability to communicate with our target – this is not accomplished by language alone – our team members also have a keen understanding of socioeconomic and cultural sensitivities. This unique skill set is essential when attempting to engender trust and create a meaningful connection. These same sensitivities are kept in mind when creating our multicultural communications strategy.

It’s pretty clear that when you go into an ethnic enclave or underserved community that you must speak the cultural language, but before anyone will listen to what you have to say, they must trust you. Essential to establishing trust for multicultural communications, is the creation of relevant non-profit partnerships. This process also requires a knowledge of non-profit culture, an asset our team brings to the table as many of PR professionals hail from the non-profit world both in Washington, DC as well as in grassroots multicultural communities.

In the end, effective multicultural communications require an in-depth knowledge of multicultural communities, the skill and resources to deploy comprehensive campaigns in alignment with our clients’ branding strategy, and the high tactical but critical first-hand experience in minority outreach and the development of non-profit partnerships. Interlex combines all of these elements in providing our clients with successful multicultural communications  campaigns.

Featured Article:

Interlex Employs Multicultural Communications to Reach the Increasingly Diverse American Marketplace

[Posted on January 10]

Whether you are a public or private organization, emerging multicultural markets within the United States could play a strategic role in achieving your goals. As the Hispanic, African-American, and Asian-American populations continue to grow, multicultural communications will increasingly play an important role within your overarching marketing strategy, and with Interlex, your organization can tap into the experience and insight needed to implement winning long-term multicultural marketing strategies.

When engaging diverse audiences, it is essential to partner with a multicultural communications agency with the unique knowledge and experience needed to meet your marketing and business goals. With Interlex, you will be able to work with a full-service marketing agency that applies proven multicultural marketing techniques that yield successful and measurable results for its clients. First and foremost, we seek to meet our clients’ goals, but when possible we also employ marketing strategies that benefit the community as well, such as advocacy marketing. Through this approach organizations can gain exposure and engender trust within a specific multicultural community through promoting important social causes that impact that community; this ultimately results in the organization meeting their specific objectives while at the same time being able to promote awareness for a legitimate social issue or issues within a given minority community. This specific marketing strategy is increasingly important as consumers are beginning to expect more from the organizations they support, and if effectively executed, can result in a positive experience for both the client organization and the minority community as a whole.

Interlex has the talent and experience to help your organization successfully communicate its message to multicultural audiences, and to produce real results which can positively affect your organization’s bottom line. Interlex is an experienced firm with the unique insight into minority markets, and this unique insight coupled with years of experience and our dedication to our clients has culminated in Interlex being recognized as one of the nation’s top 20 Hispanic Ad Agencies. However, this is just one small achievement as we focus more on how to successfully bridge our client organizations with specific multicultural audiences through our execution of multicultural communications. Through these communications, we hope to create a healthier and more positive cultural environment for all of us.

Under the leadership of Rudy Ruiz, Interlex has made great strides in the realm of multicultural communications, and if you choose to partner with Interlex, you can rely on our staff and leadership to successfully steward your multicultural marketing efforts. Take a moment to browse through the rest of the Interlex website for more information about our services, and also be sure to contact Interlex directly with any questions or to embark on a specific marketing campaign.