Service Matters

Insightful. Intelligent. Revenue-focused.

Ethnicity Matters Marketing: a full suite of traditional and non-traditional services to bring your brand to all the right markets

Ethnicity Matters provides a full-suite of innovative, end-to-end, strategy-driven solutions to reach, engage and convert ethnic consumers. Look to us for leading-edge market insights, award-winning creative and innovative programs, from traditional media, ethnic social and digital campaigns to PR, influencer programs and grassroots activations. Everything you need to launch your brand successfully into lucrative new cultural markets today. Diversify, drive new business and prosper with us.

Discover our 10 unique service categories to help you connect with ethnic niches where they live, work and play.

Market Research & Insights

Data Driven, Insight Led

Few multicultural agencies possess high-calibre market research capabilities in-house. But we does. Look to our research and analysis experts to inform and laser-focus your marketing campaigns. Our research experts will bring to light practical insights unique to your brand via:

  • Quantitative research (with access to online ethnic panels)
  • Qualitative research (including ethnographic inspiration sessions)
  • Global benchmarking

Strategy & Planning

A blueprint for your branding success

Marketing strategy and planning is the hallmark offering of Ethnicity Matters. Every multicultural marketing program we undertake begins here. In fact, our principals are Canadian authorities on marketing strategy – masterminds who write, teach and speak on the topic across the continent. Look to us to blend traditional data with our signature insights to laser focus your programs and reach your niche.

Creative & Production

Applause-worthy campaigns in any language

Translations and creative adaptations of your brand are not always enough. That’s why our award-winning and multilingual creative and design team also delivers outstanding and original creative campaigns. Whatever the medium or platform, our creative cuts through and touches a chord with the niches that matter. Look us for work that is innovative, on-point and designed to reflect your brand in a way that resonates with the ethnic end consumer. Our services include:

  • In-language print
  • In-language video (TV and online)
  • In-language ethnic social (including We chat)
  • In-language landing pages and websites

Media Planning & Buying

Mastery in Ethnic Media Buying

Ethnicity is a powerhouse in ethnic media buying. Our team comes from the media so we have the inroads to negotiate and partner on your behalf. As the largest ethnic media buyer in the country we bring the clout to ensure you receive the best rates to broadcast your message in any tongue, along with the most value-added extras. Let us navigate the ethnic media maze and design strategies, creative sponsorships and content-rich campaigns to amplify your brand, without breaking your budget.

Ethnicity Matters harnesses the power of the digital and social landscape to help your brand connect in any language. We manage stand-alone ethnic social media programs and also adapt/translate mainstream campaigns to ensure your messaging is accessible across multiple languages and platforms. Our digital-savvy team brings leading-edge experience with in-language and alternate digital and social media platforms to successfully steer your campaign. Our services include:

  • Chinese Social Media (including WeChat)
  • In-language SEO/SEM
  • Content Marketing
  • Direct & Modified Programmatic Digital Buying

A simple translation of your brand story, blogs or digital content may be great – but sometimes you need more. Look to our Ethnicity Matters content experts to adapt the story of your brand in a way that resonates with diverse ethnic consumers, in all the right languages. Through custom content, brand integration, and a data-driven content strategy, we’ll ensure your message is heard and your values shine – in a way that cuts through, convinces and captivates your target market. Our services include:

  • Custom Content Creation
  • Brand integration
  • Content partnerships with media

We are trailblazing experts in ethnic public relations in Canada. For many clients Ethnicity Matters is exclusively PR because of our exceptional contacts and track record in garnering publicity with ethnic markets. From Hollywood movie studios to leading South Asian organizations (including Indian Prime Minister Modi’s Canadian visit) we have brightened the spotlight on so many leading individuals, brands and events. Look to us to raise your profile, generate a buzz with the right communities — and even spearhead and manage successful influencer campaigns, a key tactic to win over ethnic consumers.
Our services include

  • Media relations
  • Media event strategy and implementation
  • Influencer strategy and outreach Campaigns

Sometimes rolling up your sleeves and getting out to meet the community is the best approach. No other multicultural agency in Canada has the capabilities and the expertise in grassroots marketing that we do. Ethnicity’s cost-effective field-based programs allow your brand to reach out to consumers meaningfully and make a connection. We’ll help you find, negotiate and navigate existing event opportunities – or create a signature event or activation you can call your own.

At any given time, we’re activating grassroots campaigns at hundreds of locations across the country. From ethnic festivals, flea markets and sampling in ethnic grocery stores to International student campaigns on campus and pop-ups in ethnic malls, we are there for our clients. Our secret? We hire and train elite, culturally-appropriate Brand Ambassadors who go beyond simple handouts to meaningfully engage and acquire new ethnic clients for our customers.

We love to share our knowledge. As world authorities in multicultural marketing and advertising in Canada, we take our insights on the road and help others stay informed. Let us help your teams understand why ethnic is mainstream — and why multicultural marketing is an important investment for your brand. We offer a range of training topics and workshop styles to meet your needs. Our services include:

  • Ethnic Competency Training
  • Seminars & Training Sessions
  • Panel & Conference Participation
  • Keynote addresses

Some of the topics we cover include:

  • The changing face of Canada
  • The Why in the ROI?
  • Multicultural Marketing 101

Consider us experts in matchmaking. We bring together likeminded corporate partners to deliver more powerful and far-reaching multicultural programs. Partnerships are an outstanding way to  introduce your brand to a new segment, achieve cost-savings (and additional funds), spark product and service innovation — and amplify your program across a wider marketplace. With a deep understanding of business drivers and exceptional contacts across the industry, Ethnicity has been the force behind notable partnerships, from Pepsi and Rogers through CIBC and Public Mobile.