Archive for June, 2013

Effective Advertising in the Caribbean American Community

June 26, 2013

Over the years, our client, Publix, has reached out to the Caribbean American Population in the Miami division. Today, there are over 3.7 million people in the United States who identify as Caribbean. We wanted to share insight from our study on this growing demographic.

The most important finding was that Caribbean Americans do not identify themselves as “Afro-Caribbean.” Respondents were more likely to refer to themselves as Jamaican, Bahamian, Trinidadian, etc. When asked the preferred designation for all people of Caribbean descent who reside in the United States, the terminology they were most comfortable with included: West Indian, Caribbean American and Islanders.

During our study, respondents were asked what values are important to them. Recurring answers included spirituality, family, achievement, healthy living and Caribbean heritage. Caribbean heritage was said to play a large part in shaping the values and traditions the respondents have. Regardless of whether they were first or second generation Americans, respondents said the “old ways” shaped nearly every facet of their lives including their time with family, faith, work ethic, attitudes toward friends and the disciplining of their children.

Another revealing find was the way that Caribbean Americans viewed American culture. Respondents believed that Americans have a sense of entitlement and are unwilling to work hard for material success. Conversely, Caribbean Americans believe that one should work hard for the things they want. Other glaring differences included values on community, child rearing and education. Respondents believe in knowing your neighbors and helping others in need that grandmothers are “the rock” of the family and that education is not an option. Respondents also expressed dismay for the lack of respect given to teachers, the elderly, and adults in general.

Finally, respondents were asked to give suggestions on how they would increase the number of Caribbean shoppers in Publix stores. Suggestions included:

  1. Offering a larger variety of Caribbean foods
  2. Offering prepared Caribbean foods for take-out
  3. Employing more workers who are Caribbean

These responses are significant in that they show what criteria are necessary to have a potentially brand loyal customer.

Below you will see some of the ads Matlock previously created for to honor specific Caribbean holidays. You will notice that each ad is geared to specific people from specific islands, which made the campaign highly successful. 

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Any businesses hoping to successfully target this demographic should be aware that although Americans tend to lump Caribbean Americans in one group they are viewed amongst themselves as vastly different. An understanding of the different values and traditions of each Caribbean segment would greatly improve your interaction with this demographic. 

 

 

 

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100 Black men of America Inc. Conference Recap

June 12, 2013

This past week, 100 Black Men of America, Inc. held their 27th Annual Conference. Three members of Matlock’s Reputation team attended the conference, working on media relations, social media and content development. Here’s a little bit about the conference as described by first time attendee, Account Coordinator Erika Ludwig.

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With the theme of Optimizing Health & Wellness: Mind, Body and Spirit, 100 Black Men of America, Inc.’s 27th Annual Conference was an invaluable experience. I attended the conference as a part of the staff, where my responsibilities included creating content for the 100’s social media platforms, taking notes at the workshops to later develop content for their newsletter, and assisting with media relations & script development. In fact, Matlock secured media coverage for the 100 during conference.

First and foremost, for those of you who may not be familiar with the organization, 100 Black Men of America, Inc. is an organization that strives to improve the quality of life in our communities and enhance the educational and economic opportunities for African Americans, with over 100 chapters worldwide.

Each year during their annual conference, the 100 holds a Community Empowerment Project, (CEP). This year, the CEP was a health and wellness fair for the Central New Orleans Community where residents received health education that included: disease prevention strategies, diet and exercise, disaster preparedness, spiritual health, financial health, and affordable health care access. In addition, health screenings on HIV/AIDS, prostate cancer, breast cancer, dental, and stroke were available, as well as body mass and blood pressure checks. Exhibits and demonstrations on health-promoting subjects, such as how to cook nutritious meals, were also offered. It was certainly a festive atmosphere with food, fun and games to engage the entire family.

Here are a few photos from the Community Empowerment Project:

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100 Black Men of America, Inc. has more than 100,000 youth participants annually in its mentoring and youth development programs. The annual conference is a culmination of the work the 100 did from the year prior. The conference is also a time where members and mentees from all of the chapters worldwide congregate and attend workshops, award ceremonies, youth competitions and events.

One of the things that I found personally moving was the drive and motivation the youth had. The young men were walking around neatly dressed in suits, and attentively attended their workshops. The young people at conference (both young men and women) asked a lot of questions and were respectful of one another. One of the youth workshops I observed was about overcoming negative peer pressure. Some of the kids had been through a lot, yet through it all they bounced back – resilient and stronger than they were before – thanks to their 100 mentors and chapters.

The 100 does great things for communities, in particular enhancing educational and economic opportunities for all African Americans and more specifically, African American youth.

It has been an honor working with this amazing organization, and I look forward to working with the 100 in the future.

If you would like to learn more about 100 Black Men of America, Inc., or even watch video recaps of the conference, please follow this link to the website: http://www.100blackmen.org/home.aspx 

I will leave you with a few photos I took during the conference at various events .

Opening Ceremony:
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Salute to Youth Luncheon:
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Black Tie Gala & Concert:
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Grand Party with the 100:
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Drive Safely

June 3, 2013

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In honor of National Safety Month, Matlock urges you drive responsibly.

In 2010, over 3,000 people were killed in distracted driving crashes. Distracted driving is doing anything that takes your hands, eyes, or mind off the road. Distractions include eating, drinking, reading, texting, using a cellphone, and even adjusting the radio.

Of all the distractions listed above, texting is the most dangerous because it requires your hands, eyes and mind to be off the road at the same time. Still not convinced that texting and driving is dangerous? On average it takes someone 4.6 seconds to read a text message. Traveling at an average of 55mph, during those 4.6 seconds you would have driven the length of a football field!

According to a survey conducted by the National Highway Traffic Administration, drivers know that texting and driving is bad, but drivers also think they are the best at doing it. Of the 6,000 drivers surveyed, 25% believed that texting while driving had no effect on their driving ability. In contrast, a whopping 90% of the drivers surveyed said they feel unsafe when they are the passenger of a driver who is texting.  The next time you’re tempted to text while driving, think of how unsafe you would feel if you were in the passenger seat.

Below are a few things you can do to be a safer driver.

  1. Wear a seat belt.
  2. Don’t speed.
  3. Avoid distractions.
  4. Don’t drive drowsy.
  5. Watch out for other drivers and pedestrians.

We ask that in honor of National Safety Month, and in honor of those who have been injured or killed due to texting and driving, to put the phone down. No text is worth life or limb.

References:

  1. http://www.distraction.gov/download/research-pdf/8396_DistractedDrivingSurvey-120611-v3.pdf
  2. http://www.distraction.gov/
  3. http://auto.howstuffworks.com/car-driving-safety/accidents-hazardous-conditions/10-safe-driving-tips.htm#page=1