Multicultural Customer Acquisition Program
Strategic
89
Financial
69
Confidence
66
Risk
75
Capacity
74
Total Score
74
Initiative Name
Multicultural Customer Acquisition Program
Executive Sponsor
Chief Marketing Officer
Project Cost
$4,200,000.00
Status
Planned
Investment Type
Growth
Business Owner
VP, Multicultural Markets
Short Description
Bilingual (English/Spanish) marketing, product collateral, and digital experience targeted at the Hispanic market in five high-density growth metros (LA, Houston, Miami, Phoenix, Dallas). Includes culturally relevant product bundles, bilingual customer service capacity, and dedicated bilingual independent agent recruitment in those markets.
Strategic objectives
Grow Revenue in Underpenetrated Customer SegmentsPrimary
Targets the fastest-growing demographic segment where our share trails the market by ~9 points.
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