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In 2020, marketing strategies have had to evolve and change at dramatic rates. From figuring out how to advertise during a pandemic to creating paid media plans in preparation for the election, marketers have been challenged to innovate and improve upon current processes. One of this year’s most significant developments was the rise of the Black Lives Matter movement, which led many brands to rethink how they had marketed in the past and evaluate how they could make changes to build more genuinely inclusive marketing.
One of the most rewarding things my team and I were able to accomplish this quarter was conducting 3Q Digital’s first creative inclusivity audit. The account, a health sciences university, has campuses across the nation, each with a distinct demographic makeup. Our mission was to assess whether or not we, as their marketing team, were doing our due diligence to represent the students at each respective campus and within the various programs offered.
The process wasn’t by any means easy. Our team put in over 30 hours from beginning to end, analyzing all available creative from the client repository, as well as what creative we were currently utilizing, and then comparing the outcome of the creative asset audit to the campus and program demographic breakdowns. And, the audit wasn’t a perfect science. Our team actively recognizes that personal unconscious bias likely came into…