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    "title" : "Trends on Tuesday: The Total Market Approach |Digital.gov",
    "description": "Trends on Tuesday: The Total Market Approach",
    "home_page_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/","feed_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/04/21/trends-on-tuesday-the-total-market-approach/index.json","item" : [
    {"title" :"Trends on Tuesday: The Total Market Approach","summary" : "Your audience is not homogenous. No matter the agency, target audiences are not only diverse, they are diverse on a multitude of factors. Recently, evolving trends in multicultural marketing have gained attention as organizations adjust their marketing and outreach strategies to meet 21st century realities.","date" : "2015-04-21T10:00:13-04:00","date_modified" : "2025-01-27T19:42:55-05:00","authors" : {"awichman" : "Ashley Wichman"},"topics" : {
        
            "multilingual" : "Multilingual",
            "product-and-project-management" : "Product and project management",
            "research" : "Research",
            "usability" : "Usability"
            },"branch" : "bc-archive-content-3",
      "filename" :"2015-04-21-trends-on-tuesday-the-total-market-approach.md",
      
      "filepath" :"news/2015/04/2015-04-21-trends-on-tuesday-the-total-market-approach.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/bc-archive-content-3/content/news/2015/04/2015-04-21-trends-on-tuesday-the-total-market-approach.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/bc-archive-content-3/content/news/2015/04/2015-04-21-trends-on-tuesday-the-total-market-approach.md","slug" : "trends-on-tuesday-the-total-market-approach","url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/04/21/trends-on-tuesday-the-total-market-approach/","content" :"\u003cp\u003eYour audience is not homogenous. No matter the agency, target audiences are not only diverse, they are diverse on a multitude of factors. Recently, evolving trends in multicultural marketing have gained attention as organizations adjust their marketing and outreach strategies to meet 21st century realities.\u003c/p\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2015/02/600-x-400-Closeup-Of-Raised-Multiethnic-Hands-IPGGutenbergUKLtd-iStock-Thinkstock-462848199.jpg\"\n    alt=\"Close-up of raised, multi-ethnic hands.\"/\u003e\u003c/div\u003e\n\n\n\u003cp\u003eMarketers who recognize the need for a coherent, effective multicultural strategy have turned to the Total Market Approach (TMA). A coalition of marketing agencies, clients and associations led by \u003ca href=\"http://www.ahaa.org/About\"\u003eAHAA: The Voice of Hispanic Marketing\u003c/a\u003e released \u003ca href=\"http://www.ana.net/content/show/id/31579\"\u003ean industry-sanctioned definition of TMA\u003c/a\u003e in September. An \u003ca href=\"http://www.inc.com/yuriy-boykiv/what-leaders-need-to-know-about-the-total-market-approach-to-diverse-audiences.html\"\u003earticle by Inc.com\u003c/a\u003e summarized the definition:\u003c/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e“Utilizing a Total Market Approach means beginning campaign planning with a complete understanding of a diverse consumer and including multicultural audiences in your focus without relying on a one-size-fits-all approach. This requires dividing your team into multiple smaller teams–each tasked with one specific audience–and making sure they all adhere to the larger strategy.”\u003c/p\u003e\n\u003c/blockquote\u003e\n\u003cp\u003eWill Sullivan, Director of Mobile for the Broadcasting Board of Governors (BBG), said TMA offers a more blended focus on marketing and product strategy than traditional multicultural marketing.\u003c/p\u003e\n\u003cp\u003e“Government agencies specifically are tasked with serving all of their constituencies, not just specific segments or buckets, so a Total Market Approach makes sense,” Sullivan said. “For example, the U.S. Postal Service has to be able to deliver mail to everyone — from the concentrated masses of people in mega cities but also the rural farmer in the outskirts of Wyoming.​”\u003c/p\u003e\n\u003cp\u003eInc.com provided specific takeways for using TMA to improve your efforts:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003cstrong\u003eReset and review\u003c/strong\u003e. Consider whether you have truly begun campaigns and strategies from the standpoint of the Total Market.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eBring everyone under one roof\u003c/strong\u003e. Whether you’re relying on in-house marketing or working with several agencies to execute your strategies, it is critical to get everyone on the same page.Think of your marketing strategy as a potluck dinner, where everyone has something to contribute. Focus on developing more specific approaches within smaller, demographically targeted teams.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eResearch\u003c/strong\u003e. If your marketing team isn’t intimately familiar with the cultural nuances of your diverse customer base, you’re guaranteed a poor ROI. Invest in tools if needed, and conduct customer focus groups to navigate unknown territory.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eTest\u003c/strong\u003e. Consider testing your Total Market campaign in a smaller market before rolling it out on a national or global scale. Track your results, and return to the drawing board if they fall short of expectations.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eSullivan suggested that government agencies can also start by building 4 to 6, \u003ca href=\"http://www.usability.gov/how-to-and-tools/methods/personas.html\"\u003emulti-dimensional character personas\u003c/a\u003e that aren’t just limited to ethnicity. He provided specific tips:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003cstrong\u003eDescribe your different groups of customers\u003c/strong\u003e and primary use cases by different and sometimes conflicting demographics: age, education, upbringing, class, family makeup, and hobbies.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eShare these personas with everyone involved\u003c/strong\u003e in the project from leadership to technical support.\u003c/li\u003e\n\u003cli\u003eConsider \u003cstrong\u003edrawing a caricature of these personas and giving them names\u003c/strong\u003e so your team and organization stakeholders can easily picture and refer to each persona. The \u003ca href=\"/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/04/06/using-personas-to-better-understand-customers-usa-gov-case-study/\"\u003eUSA.gov team named each of their personas\u003c/a\u003e as they worked to improve customer service.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eSullivan noted that personas also help with \u003ca href=\"/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/01/16/how-to-run-an-agile-project-in-government/\" title=\"How to Run an Agile Project in Government\"\u003eagile product development\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThese TMA principles apply broadly and can be used by federal agencies to better meet the needs of an increasingly diverse public. DigitalGov offers a \u003ca href=\"/preview/gsa/digitalgov.gov/bc-archive-content-3/resources/digitalgov-user-experience-resources/digitalgov-user-experience-program-usability-starter-kit/\" title=\"Usability Starter Kit\"\u003eusability starter kit\u003c/a\u003e which contains resources on personas. There are also several \u003ca href=\"https://digital.gov/resources/\" title=\"Government Usability Case Studies\"\u003eusability case studies\u003c/a\u003e on personas, including a recent one featuring the \u003ca href=\"/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/03/02/persona-development-case-study-nci-and-spanish-language-outreach/\" title=\"Persona Development Case Study: NCI and Spanish Language Outreach\"\u003eNational Cancer Institute and Spanish language personas\u003c/a\u003e.\u003c/p\u003e\n"}
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