Multicultural Outreach

The largest non-profit organization in the U.S. turned to us to engage its target age group within multicultural communities

The Challenge

AARP sought Comunicad’s multicultural outreach expertise to update its branding to reflect the broad diversity inherent in American life. But, first, AARP wanted to better understand the needs and trends of its target audiences.

The Approach

To address the needs of an increasingly diverse U.S. population and foster brand engagement aimed at attracting new members while strengthening loyalty among current members, Comunicad served as the multicultural agency of record, lead advisor to the Chief Branding Officer for all brand-related initiatives across the U.S. and Puerto Rico, and main liaison between internal and external multicultural marketing teams.

The Impact

Comunicad enabled AARP to effectively tap into America’s growing, diverse population by launching awareness campaigns, developing membership programs, and cultivating branding opportunities to extend into new areas of membership development: acquisition, engagement and retention. Not only did we double the campaign engagement goals, we also measurably increased AARP’s membership and retention numbers across the nation’s top Hispanic markets. Through our work, Comunicad helped reposition a brand by elevating its relationship with consumers: an authentic affinity that spans decades, cultures and generations.
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