Storytelling with an eye on diversity: How to welcome many audiences with your marketing messages

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What You’ll Learn:: 

Philadelphia is the City of Brotherly Love, which might explain why Visit Philadelphia is committed to making sure that everyone knows they are welcome to the Philadelphia region. However, you don’t have to run a citywide marketing campaign to be a champion of diversity and inclusion. Rachel Ferguson, chief innovation and global diversity officer for Visit Philadelphia, will talk about what her team has done to show diverse audiences that Philadelphia is an accepting and welcoming destination for all. She’ll show off the company’s new Latinx campaign and efforts around Pride Month and Black Music Month, share takeaways from these promotions and explain why you should understand and cater to diverse audiences with storytelling strategies that uplift instead of offend. She’ll also make the case for why your entire team must be involved in these efforts from the very beginning of the planning process.

You’ll learn:

  • How to thoughtfully and cautiously tell more inclusive stories, with an eye on the big picture and who to involve
  • How to immerse yourself within your community and encourage crowdsourced content and ideas
  • Tips for striking an authentic tone and voice while uncovering important and diverse stories that welcome the audiences you’re looking to attract
  • Trips for stretching your stories, grabbing headlines and increasing social media engagement
  • How to move past messages that feel like a marketing grab and instead offer a welcome and respectful voice
September 2019

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Presenter bio: 

Rachel Ferguson is currently serving as Visit Philadelphia's chief innovation and global diversity officer, an executive role in which she leads growth marketing strategies through innovation and diverse markets and drives initiatives in diversity and inclusion while positioning the organization for the future and to elevate multicultural market segments. Under Ferguson’s leadership, Visit Philadelphia launched a new three-year Latinx marketing campaign and runs initiatives to attract African American and LGBTQ travelers. Ferguson leads the company’s strategic plan and diversity and inclusion efforts, along with analyzing new ways for Visit Philadelphia to remain competitive in the highly changing marketplace. Previous career highlights include overseeing public relations as a communications executive at CBS New York for nearly seven years, serving on the steering committee for the CBS Corporation Diversity Council and creating the inaugural Sisters for the Cure brunch in New York City to address the disparities in breast cancer for African-American women.