Why it's important?
As a result of globalization and shifting demographics, representing diversity in adverting, social media, owned media, etc., has become a crucial task for many businesses, including intercollegiate athletic departments. The demand from your diverse fan base, prospects, and recruits is to see themselves represented in your branded content.
We need to think of diversity and inclusion as a moral and business imperative. Think of your marketing strategy as another way to show your audience what your institution stands for. As diversity and inclusion become your initiatives, your campaigns can serve as a way to celebrate the differences in your leadership, employees, student-athletes, and fans.
So what then can we do to make sure we highlight our differences?
Ideation
First, let's figure out what diversity means to your internal and external stakeholders? Is it something you'd like to showcase to your audience? Or is it something you'd like to promote and grow?
Now let's think about what your campaign goal is in terms of promoting diversity and inclusion. Is it to represent your diverse pool of student-athletes? Is it to connect with your audience? Is it to attract a diverse pool of recruits?
Learn more about your audience. Social listening tools and Google Analytics can provide you with insightful information on the makeup of your audience. Try including this information in your platform management strategy. Your audience on Facebook is probably different from those on Instagram and how does that affect your brand? Do you create completely different content or try using a different copy?
Execution
Keep in mind that we all have blind spots. That's why we have to put effort into promoting diversity and inclusion in the first place. Not so long ago, I created a simple social graphic where I included more male athletes than female. I was taken back when one of the comments pointed this fact out assuming that we were misrepresenting our student-athletes. Being a minority myself, I still fell victim to my blind spot.
Recognizing this fact, I try to make sure several people see my content before the general public. We all need a little reminder once in a while. Most of the time, the people in your department are your focus groups. I'd challenge you to find people in your department that represents experiential, racial, and cultural diversity.
Reflection
Don't forget to listen to your audience. What are people commenting and focusing on? Conversations about diversity shouldn't start only after a campaign offends someone.
Other than your usual evaluation process, I'd challenge you to do an internal evaluation as well. How difficult was it to find content that represents your diverse pool of student-athletes, coaches, and employees? Does this say anything about the way you recruit or the way you choose to brand your organization? Your department and your student-athletes are your "brand ambassadors." Highlighting your diversity will only attract a diverse pool of recruits, fans, and donors.
Final Thought
Most importantly, take a moment to be grateful for all the differences that are represented in your community and organization. When appreciated, diversity can help us avoid repeating past mistakes and promote inclusion among internal and external stakeholders. As marketers, we have this unique power to drive conversation and create social change within our community. Spend time celebrating your differences and your appreciation won't go unnoticed!