Our Approach

Our marketing strategy incorporates five integral components: media relations, advocacy relations, grassroots (in-market/viral) marketing, event marketing/sponsorship and consulting in the Chinese market.

Media Relations: Ongoing and relevant outreach to the Chinese media is vital. Many Chinese Americans rely solely on Chinese media and community for news, information and entertainment. We give you a clear understanding of the dynamics of the Chinese media landscape and bring strong and long standing relationships with the major Chinese media.

Advocacy Relations: Relationships are particularly critical when implementing marketing and multicultural programs. We work with organizations, as well as community leaders to mobilize and empower target audiences. Whether it is collaborating with a national organization’s local affiliates for a campaign, coordinating a meeting with a community leader, or participating at annual meetings of well-regarded organizations, these relationships are at the center of helping clients build sustainable ties.

Grassroots: To cultivate connections with key audiences, we employ grassroots strategies, including participation in community festivals and events, local market media tours, internet presence, and retail partnerships.

Event Marketing/Sponsorship: Participating in relevant multicultural events, including entertainment and sporting events is another important way to create and maximize a brand experience and validation through a significant alliance.

Consulting: We offer strategic consulting support during every phase of your business development including strategic marketing and public relations campaigns. We deliver targeted initiatives that bridge cultural, language, and lifestyle differences, ensuring that public relations and marketing programs speak to the interests and values of the Chinese community.