BROADER PROGRAM RESULT / 2021 DIVERSE-SUPPLIER SPEND
$260M above goal.
⊕
The program spent $1.26B with US diverse suppliers in 2021, against a $1B goal.
My contribution: brand positioning, messaging, and communication strategy. I worked primarily with the US team to clarify the story for prospective suppliers and internal teams.
The company had committed to spending $1 billion a year with diverse suppliers. The Supplier Diversity team needed small and medium-sized businesses to see the value of working with it.
The messaging had to work within the parent brand and complement its values, carry the same meaning in every region, and give diverse suppliers a voice inside the company.
MY APPROACH · PRIMARY RESEARCH + BRAND STRATEGY
Understand the audience. Clarify the story.
Research with internal stakeholders and suppliers exposed gaps in understanding and participation. Regional input helped check meaning and accuracy beyond the US.
01
Make the opportunity concrete.
Show small and medium-sized businesses how to engage and what value to expect, without overpromising access.
02
Build within the parent brand.
Messaging that sits inside the company’s brand architecture and complements its values.
03
Keep the words consistent everywhere.
Four language pillars that carry the same meaning in every region.
META (THEN FACEBOOK) / GLOBAL SUPPLIER DIVERSITY
A world of perspectives. One shared story.
A recognizable company voice. A clear business opportunity. Meaning that travels across markets.
Four regions. One consistent language.
NORAMNorth America
LATAMLatin America
EMEAEurope, Middle East & Africa
APACAsia Pacific
SHAPED TOGETHER / ONE GLOBAL FRAMEWORK
01
Connections & Community
02
Economic Empowerment
03
Diverse Supplier Excellence
04
Best-in-class Program
Different contexts. A common foundation.
RECOGNIZABLE COMPANY VOICECLEAR SUPPLIER VALUEREGIONAL MEANING & ACCURACY
Regional input tested meaning and accuracy across markets. All four pillars belong to the shared framework.
THE VISUAL SYSTEM / CREATIVE DEVELOPMENT
The ethos, made visible.
I drove visual-system development with the creative team, translating the program’s ethos into color, imagery, and graphic treatments within the parent brand. In social and community content, diverse suppliers took center stage, with their businesses spotlighted and their voices heard.
Brand-development excerpts, overview and video-title comps, a supplier spotlight post and a live-event banner. Reference photography. Select to enlarge.
My role: strategy, creative briefing, and development direction. Visual execution: the creative team.
THE OUTCOME
A shared foundation. Different expressions.
The four pillars gave internal and supplier communications a shared foundation.
The strategy guided internal and external storytelling, welcome content, and creative development.
Need messaging that makes a complex program clear to every audience?
