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Inclusive Marketing with Joe Kutchera

November 30, 2017, Franchesca Alejo

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Joe Kutchera, a digital marketing and content advisor with a specialty in drafting language that reaches more diverse groups of people, spoke to SIU College of Business students on Nov. 7 at Morris Library. This event, put together by the college’s Office of Diversity and Inclusion and Business Placement Center, exposed more than 50 students in attendance to the viability and importance of drafting marketing content that addresses a larger audience.

Kutchera is the author of two books which guide businesses in creating content to reach the Hispanic population. His professional career has also provided him with experience in launching websites tailored to Spanish speakers. Today, Kutchera is the founder and managing partner of Latino Link Advisors. He works with companies on their social media content and frequently advises them about connecting with the Hispanic and Latin American markets.

Jazlyn Stanciel, a graduate assistant at the Office of Diversity and Inclusion learned about Joe Kutchera through a YouTube video and initiated the process of getting him to speak at SIU. She said the Office of Diversity and Inclusion wanted to bring Kutchera to campus to expose students to practical ways that diversity and inclusion can influence business.

“We want to host events that encompass multiculturalism in the workplace in real and tangible ways,” Stanciel said.

In his presentation, Kutchera stressed the buying power that minorities have and noted that the reality is that America is becoming more diverse and companies need to tailor their communication so as not to miss out on a growing market. Kutchera also emphasized that communication platforms like social media, websites, and emails to consumers should be integrated to relay a unified message and appeal to as many people as possible. He illustrated this by pointing out that Burberry, the luxury outerwear and accessory company, created a successful social media campaign that encouraged people to post and tag pictures of themselves wearing the company’s coats. This relatively effortless social media campaign works well for Burberry because it is powered by the consumers, easily appealing to them and inviting participation from everyone.

Stanciel said Kutchera’s message is applicable to the different groups represented by the students.

“At this event everyone was able to connect and learn from what Joe had to say, regardless of their backgrounds… Joe is a genuinely nice guy and his heart is in the right place. He has a good pulse on how to move a message that reaches everyone,” she said. 

Many students took the opportunity to speak with Kutchera after his presentation and get feedback on how to market themselves. Kutchera, in turn, was receptive to the students and interested in what they had to say. He offered them real-world advice.

The Office of Diversity and Inclusion will continue to host speakers and events for students because for this office as well as for the Business Placement Center, students are at the forefront of what they do.

“The long-term goal of the office is to be a hub of student support services,” Stanciel said.

Located in Room 107 in Rehn Hall, the Office of Diversity and Inclusion is open Monday through Friday, 8 a.m. to 4:30 p.m. The office provides space for students to come in and do homework, collaborate with other students and staff, and attend events created to educate students about the various groups represented by SIU’s student body.

Other recent activities include the Snack and Study event on Nov. 29, which was co-hosted by the Beta Alpha Psi-Gamma Zeta Chapter. This event allowed students in accounting and finance courses to study with fellow students, tutors from CoB’s tutoring center, and faculty members.

Plans for next semester include a student life skills workshop, a new mentor program, and other guest speakers.

Stanciel invites College of Business students to “come and stop in. We have an amazing office and we want students to use the space. If you just want to come in and chill, you can do that. If you need help with anything, we will go out of our way to help.”