Inclusive Marketing. jessica fish Leader
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1 Inclusive Marketing jessica fish Leader Networks
2 today How is your institution s commitment to diversity, equity, and inclusion represented in your marketing efforts? Do you feel like you could be more comfortable when it comes to issues of identity: gender, race, sexual orientation, ability, etc? Are you willing to learn?
3 definitions Diversity The wide range of national, ethnic, racial and other backgrounds of U.S. residents and immigrants as social groupings, coexisting in American culture. The term is often used to include aspects of race, ethnicity, gender, sexual orientation, class and much more. The term simply describes the presence of individuals from various backgrounds and/or with various identities.* Inclusion Authentically brings the perspectives and contributions of all people to the table, equitably distributes power, and incorporates their needs, assets and perspectives into the design and implementation of processes, policies, activities, and decisionmaking.* *Definitions via Ericka Hines and Desiree Adaway
4 Diversity has become an empty term in many institutions, often denoting little more than the checking of boxes and meeting of quotas. It depends on making one group say men, or white people the default and everyone else the other. Conversely, inclusion speaks to the quality of experience, where multiple perspectives are sought out and treated equally.
5 removing barriers to equity
6 inclusive marketing Inclusive Marketing strives to create a visual culture that is more representative. It endeavors to appreciate and understand our various identities, differences and histories while also illuminating places of commonality. Inclusive Marketers are willing to cultivate the skillset required to market to specific demographics without relying on stereotypes. Inclusive Marketing takes a progressive stand on issues of social justice.
7 Chart sourced with permission from the Diversity is an Asset Workbook by Ericka Hines and Desiree Adaway.
8 How diverse is your network? How diverse are your personal social feeds? Is one type of diversity at your institution held with more esteem than others?
9
10 implicit bias An implicit bias is an attitude, stereotype, or an unconscious assumption that we make about another person. They impact our understanding, actions, and decisions. Because they often happen at the level below conscious awareness you might not be aware how your biases are impacting your life and relationships.
11 representation
12 intent vs. impact
13 representation Don t false advertise How recent is the photography on your school s digital and print collateral? How are your school s diversity initiatives being discussed, represented? How is the balance between representing women and men? Are trans or gender fluid students represented? Do you feature students, faculty and staff who are living with disabilities? How is religious diversity represented? How are students of color represented? How is economic diversity addressed or not addressed? Are there a couple of students who garner a lot of press?
14 you can t see what you can t see What are the names of the student groups on campus that cater to social identities? What programs on campus are there that focus on underrepresented populations? Which faculty are writing about and doing research related to identity, inclusivity, diversity? How do students feel about how they are being represented on digital channels? Have you cross-checked your editorial calendar with major religious holidays?
15 fully utilize on-campus resources Office(s) Diversity/Inclusive Excellence/Equity/Community Admissions Disability Support Services Counseling Center Commissions and task forces LGTBQAA+ Center, Multicultural Center, Women s Center, etc Departments Gender Studies, Women Studies, Disability Studies, Native American Studies, Latin Studies, Race and Ethnic Studies, Religious Studies, Middle Eastern Studies, African American Studies etc Student groups Trust build Sustained engagement Co-create Amplify
16 language matters
17 language Spend time with and frequently consult diversity style guides. Some examples: Use proper pronouns Undocumented immigrant vs. illegal alien Living with a disability vs. disabled Hispanic and Latino are different LGBT/GLBT/LGBTQ/LGBTQQIA* Style Guide Resources: Disability Language Style Guide The Diversity Style Guide Race Reporting Guide Religion Style Book If you don t know, ask. I guarantee someone on campus has the answer.
18 diversity statement -Who you are -What you believe -Where you re headed -Personal, not boilerplate
19 failures Image via DreamWorks
20
21 didn t see that coming Image via Disney
22 yikes.
23 when you make a mistake
24 assessment & growth A look at your digital footprint with an eye to diversity and inclusion Survey faculty, student, staff and alumni populations Training Look at your pipeline Student advisory board Commitment to personal/professional development Handle criticism with grace and compassion
25 what can you do?
26 about Jessica Fish is a Senior Strategist at Leader Networks. She is the former Director of the Center for Global, Race, and Diversity Studies at the University of New Hampshire. Jessica is a skilled digital media marketer and online community builder. She also teaches, facilitates workshops, and speaks on the areas of inclusion, social justice, and mindfulness. Leader Networks is a research and consulting firm that helps companies use digital and social technologies to gain competitive advantage. We work alongside our clients to develop digital business strategies, launch new digital products and business models, create and grow online communities, and craft social selling campaigns and operations. Our efforts pay off by enabling organizations to better engage their customers, drive new product and service innovations, reduce costs, and boost shareholder value. jfish@leadernetworks.com
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