Marketing’s Inclusion Revolution

By putting diversity and inclusion at the forefront of your marketing and hiring efforts, your small business can reach all-new audiences

Often the first exposure that a customer has to a business is through its marketing. This isn’t just TV, podcast, print, or social media advertising; this can extend to its out-of-home advertising, like in-window or location signage, among other touchpoints.

When you purchase a franchise, you’ll receive help from your franchisor in determining the right marketing mix. The brand will usually provide system-wide marketing materials to ensure consistency across locations, helping franchisees adhere to the brand image and voice, and reflect its values.

But that doesn’t mean you can’t make a splash on a local level by putting a spin on the tried-and-true advertising that your franchise system invests in regionally or nationally. Keep your eyes open and analyze how to best work within your marketing budget for maximum impact. Does your store experience a lot of foot traffic? Window signage that is eye level or sidewalk pop-ups may pay in dividends. Or, if your clientele is largely millennials or Gen Z, a paid Instagram or TikTok campaign might be in order.

You can also help steer how the brand as a whole markets itself, based on your personal experience and research. How? Become involved in the committees that your franchise system offers (such as franchise advisory councils), reach out to the departments and individuals who contribute to the company’s strategic plan, and speak up when talking to those who have pull at the franchisor level. After all, you invested in the system, and therefore have a vested interest in its overall success. While you’re required to follow the processes provided by your franchisor or laid out in the FDD, you can help influence future business decisions by providing real-world feedback.

On a local scale, being aware of and sensitive to the growing need for representation and diversity is of the utmost importance. Keep an eye on trending topics and hashtags among the customer base you wish to reach. When your brand appears invested in your customers’ interests, this can create a positive connection in their minds. Partnerships are also a great way to connect with new audiences and generate local business. Consider collaborating with individuals, organizations, and influencers who have increased exposure to customers you wish to capture. For example, a food franchise may partner with a mukbang YouTuber, leading potential customers to make a link between their favourite influencer and a potential new favourite restaurant. By being cognizant of the demographics and desires of your customers, you can better speak to them through advertising campaigns and hiring practices that allow them to truly see themselves in your brand.

The following information was taking from “Building a Culture of Inclusion,” an Elevate & Empower webinar hosted by Amy Silverstein, senior director of people at Pizza Pizza. In your own business ownership, check with your franchisor for the parameters you must adhere to when marketing your location.

Why should I care about inclusivity in marketing?

By participating in inclusive marketing practices, franchise systems and their franchisees will create stronger and more empathetic relationships with current and prospective clients and customers.

Inclusive marketing:

• Reflects a variety of cultures, identities, and lifestyles
• Allows a brand to appeal to a wider audience
• Brings a level of authenticity to a brand’s image (when executed correctly)
• Helps franchise locations recruit employees from different backgrounds
• Helps franchisors to enter new markets

The best ways to succeed at inclusive marketing

1. Engage your community—and know it inside out. What local events, from sporting events to farmer’s markets, are in your franchise location’s area? Mark your calendars, contact the organizers, and see how you can have your brand represented through sponsorships, giveaways, etc. If you’re present at a booth or are attending the event in person utilize the feedback you receive from community interactions to shape your business strategies.
2. Tailor the messaging. Your marketing materials should be reflective of the full scope of people who are soliciting your company for its products and services. For the most part, that means it includes a variety of ages, ethnicities, genders, and cultures. Your target audience should be reflected in both the language and visuals of your advertisements.
3. Don’t be stagnant. Your franchisor is constantly adjusting its approach to better the business—shouldn’t you be doing the same? Check reguarly to ensure that you’re keeping up with your community’s evolving demographics.
4. Get to know your neighbours. Are there any organizations or groups that reflect your brand’s values? Supporting them is the perfect way to tell your prospective customers that you care about the same things they do and align their customers to your message.

How to elevate diversity in your business

1. Walk the walk. When hiring, note that having employees who reflect your customer base can go a long way in broadcasting that you understand their needs.
2. Ensure welcoming messaging in your job postings. Utilize inclusive wording in all communications, especially when recruiting for open positions. Also, use a variety of websites and outlets to advertise that you’re hiring—not everyone is active on LinkedIn! Job fairs and employee referrals are also great ways to get leads.
3. Implement unbiased candidate screening and interviews. Before reviewing resumes, ask a staff member or other party to remove identifying information and other pieces of information that could create bias, such as graduation year, so you can focus on their experience. In interviews, use standardized questions for all candidates to create an even playing field, and enlist the help of a rating system and evaluation form to analyze candidates.
4. Set up employee resource groups (ERGs). Employee resource groups provide employees with a formal structure to support their needs related to specific personally identifying characteristics. For example, an ERG focused on disability may set its focus on improving accessibility around the office. ERGs are one way to guide inclusivity from within.

The Data Behind the Diversity Drive

• According to the 2021 Census, more than 450 ethnic or cultural origins were reported.
• It also showed that nearly one in four citizens have been a landed immigrant or permanent resident at some point in their lives.
• In a 2020 survey by Statistics Canada, 92 per cent of Canadians aged 15 and older agreed that ethnic or cultural diversity is a Canadian value.
• The 2022 Canadian Social Survey found that 79.5 per cent of immigrants placed importance on their ethnic or cultural origins, compared to 47.6 per cent of non-immigrants.