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Join us at the 9th Annual Create Campaign Forum

By Blog

Baseline Creative’s Bridgette West-Williams, MBL, Featured Workshop Presenter

Event Image for 9th Annual Create Campaign Forum,
Event promotional image featuring Bridgette’s headshot and event details.

We invite our clients, friends, and collaborators to join us at the 9th Annual Create Campaign Forum: Certified for Business. Our own VP Bridgette West-Williams, MBL will be a featured workshop speaker. The Forum is Saturday, July 22, 2023, 8:30 a.m.-3 p.m., at Wichita State University, Woolsey Hall, 1845 Fairmount. Plan to come as you are and attend Wichita’s largest minority business development symposium planned with you in mind. Free Event. Register online.

The Forum, is the signature business development event for minority entrepreneurs and business owners, and features workshops, panel discussions, keynote speakers and networking opportunities to provide resources, insight and inspiration to diverse entrepreneurs. The Baseline team will be at the event to discuss opportunities and services we provide, and Bridgette will be a featured presenter on Marketing 101 during the 11:30 a.m. workshop. Attendees need to register for this free event in advance.

Attendees at the Forum can look forward to a dynamic and interactive presentation on Marketing 101, where Bridgette will condense years of practice and experience into marketing tips and tricks for individuals of all skill levels to build and learn. Bridgette is the Vice President of Strategy and Business Development at Baseline Creative and has been a leader on our team since the spring of 2015. Her background encompasses expertise in marketing, brand development, strategy, public relations, crisis communications, and business development.

Bridgette serves as an advisor and coach to Baseline’s clients across a wide array of industries, categorized as small and mid-sized businesses. She has served in leadership roles in her career and community in higher education, health care, nonprofit, and in retail sales and merchandising. Bridgette’s formal education includes undergraduate studies in public relations and political science at Kansas State University, and a Master of Business Law from Friends University. She also holds certificates in diversity, equity, and inclusion [and belonging], and women in leadership. She is also a certified DEI facilitator specializing in the intersectionality and identity, and works with businesses to encourage cultures where living genuinely and authentically even in the workplace is encouraged.

Earlier this year, Bridgette worked with entrepreneurs in the Create Campaign Spark Community Business Academy as a marketing success sprint mentor. Spark provides hands-on business training with curriculum and coaching tailored to minority entrepreneurs. This 12-week program is designed for new and growing for-profit businesses. Bridgette met with and advised entrepreneurs on marketing tactics to help grow their business and learn technical skills to help support those efforts. You can connect with Bridgette to learn more about business coaching and mentorship on LinkedIn, or by reaching out to us on via our contact form.

The work Bridgette does for Baseline Creative and our clients aligns directly with the mission of Create Campaign. Create Campaign, Inc. is a minority business development nonprofit that is advancing inclusion in entrepreneurship and evolved from a half-day entrepreneurship forum in 2015 to a leading and trusted innovator providing culturally-relevant business training, technical assistance, and micro-lending to diverse entrepreneurs.

With a sole focus on building strong, minority-owned businesses, Create Campaign and its partners are closing gaps and removing barriers of entry to ensure that minority entrepreneurs have access to resources and knowledge to experience the fullness of business ownership in ways that can lead to generational wealth and sustainability. Together, we make the difference.

Create Campaign Forum: Certified for Business

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Diversity and Inclusion vs Multicultural Marketing

By Blog

Diversity and inclusion are increasingly more important and do, in fact, affect purchasing decisions for many consumers, according to a “Think with Google” article. In marketing, the issue of diversity and inclusion has been important but not necessarily embraced.

This concept doesn’t mean just creating ads with diverse audiences in mind, but rather ensuring that people from diverse backgrounds are at the table to help shape the strategy and create the ads. An article in Forbes by Isaac Mizrahi, defined diversity and inclusion as “necessary for corporations to build an organization that reflects the society and marketplace they operate in.” It’s impossible to create strategies and creative that connects with diverse audiences if none of those diverse people are involved in the overall process.

Multicultural marketing, however, is defined as, “an external effort for a corporation to promote and sell products or services, including market research and advertising to one or more audiences of a specific ethnic background.” This is where Google’s research showed some insightful data. What Google discovered was that people are “more likely to consider, or even purchase, a product after seeing an ad they consider to be diverse or inclusive.”

And the statistics support this statement.

  • Sixty-four percent of those surveyed said they took some kind of action after seeing an ad they considered to be diverse or inclusive.”
  • In fact, 69 percent of Black consumers say they are more likely to buy from a brand that uses positive creative to reflect their race or ethnicity.
  • Seventy-one percent of LGBT consumers are “more likely to interact with an ad that authentically represents their sexual orientation.”

Gender representation is important in diversity and inclusion as well. The Geena Davis Institute on Gender in Media reported that “when advertisers on YouTube included at least as many women as men in their videos, more people watched.” While men are still seen 56 percent of the time, compared to women at 44 percent, the study showed that representation of women had grown four percent over the past 10 years.

Calls for more diversity and inclusion from board rooms to marketing teams are making an impact for the better for diverse audiences, and for the bottom line for companies who embrace these ideals.

At Baseline Creative, diversity and inclusion are some of our key values. Our work reflects this from projects we’ve worked on with organizations such as GLSEN, the Alzheimer’s Association, ICT SOS, and more. Members of our staff have received training from the Kansas Leadership Center and Bridgette-West Williams, Baseline Executive Director, is a trained leadership facilitator and works with outside groups to help train them.

Are you interested in learning more about how to be more diverse and inclusive in your marketing? Contact us and we can help you plan a strategy for success.