Award-Winning Diversity Marketing
Focus Communications is an award-winning full-service strategic communications agency with an in-depth understanding of ethnic markets and their cultural proclivities that translate to results for our clients. Multicultural marketing is essential for your brand to effectively connect with ethnic communities and future-proof your business.
360° Visionary Strategies
Our pioneering 360º holistic approach to multicultural marketing has helped clients with strategic segment marketing and communications to effectively connect with their ethnic target audiences and deliver results.
Deep-rooted in diverse cultures, we understand what resonates with ethnic audiences, supported by research and insights – from branding to HR diversity and inclusion, product/service innovation, trade partnerships, sales and marketing.
This extensive knowledge ensures greater strategic depth for all marketing communications, advertising, public relations, media, digital, and community activation programs.
Our long standing affiliation with multicultural media and community enables us to effectively lead the buzz around client news in appropriate cultural context. We regularly partner with community personalities, social media and ethnic bloggers to reach out and influence ethnic consumers in ways that deliver on short-term program objectives as well as long-term brand equity building. Beyond B2C, we have successfully worked with B2B clients, connecting them with community groups and businesses for long-term collaboration.
Ethnic communities in Canada, particularly Chinese and South Asian, are more digital and mobile savvy than general population; which makes online and social marketing an integral part of our recommended multicultural marketing mix. With deep knowledge and extensive experience of multicultural web and social media, we can develop and execute a vibrant digital strategy that delivers on solutions ranging from in-language website or microsite, mobile application concept and development, in-language content and social platform management.
We develop all our creatives with a single purpose – to effectively connect with the intended target audiences. Graphic design and messaging that’s in-culture, help animate products and services on a variety of touchpoints – print and digital media ads, corporate communications, point-of-sale, out-of-home, event assets, packaging and more.
Whether sponsoring an event, developing a custom elite event or grassroots activation, we can design, execute and turn-key manage authentic cultural experiences. From ideation to on-ground management and integrated digital and social outreach, we have proven our capabilities and approach through intricate planning and seamless delivery.
Having planned and managed award-winning street festivals and coast-to-coast road shows, we can provide you with turn-key solutions for B2B and B2C events.
With over two decades in multicultural marketing, we have developed a robust relationship with traditional, online and social media across all major ethnic and language denominations. With numerous advertising and communications campaigns behind us, we can provide unmatched strategic media planning and buying that creates exceptional value and results for clients. Our media management services include monitoring for English and in-language traditional and digital media that keeps track of both client and competitor campaigns and generate periodic reports on agreed KPIs.
While our new client on-boarding involves essential ethnic orientation, we also provide custom Multicultural Training Programs to clients targeting specific ethnic segments and media to help them better navigate the ever-changing Canadian consumer landscape, identify opportunities and collaborate more productively for optimized and effective communications.
Focus has equally strong links to markets and affiliates in Greater China and South Asia. We can help Canadian businesses looking to expand and reach out to consumers across major Asian markets through local partner agencies that offer services from strategy to in-language creative, production, media planning and buying as well as in-market activation.
Being one of the few official WeChat advertising agencies in Canada and equipped with a team of experienced Chinese social media experts, Focus Communications offers turn-key WeChat strategic branding and content solutions for your brand. From registering an official WeChat account, engaging content creation, account management to WeChat advertising, we can help your brand develop and execute a sustainable, integrated and results-driven WeChat strategy.
Our Clients Speak for Us
“Working with Focus Communications on ethnic advertising, PR and in-store promotion marketing campaigns has been a phenomenal experience for Clover Leaf. Intrinsic ethnic insights, deep cultural understanding and ability for seamless planning and execution, makes Focus an exceptional agency partner. In spite of unique challenges with the ethnic segment we were looking to penetrate, Focus was able to deliver outstanding results that not only won them a global Gold Quill Award but also helped shape our long-term multicultural strategy. The Focus team knows how to nurture relationships with media and external partners and leverages these effectively for clients. They consistently go above and beyond to create impactful campaigns that deliver on key objectives.”
— Lorna Buchanan, VP Marketing, Clover Leaf Seafoods
“Focus Communications helped the Alzheimer Society create and launch a program designed to prevent missing incidents for people with dementia, targeted to twelve different cultural groups. With unflagging professionalism, enthusiasm and excellent project management skills, they achieved stellar results. Thank you!”
— Gale Carey, CEO, Alzheimer Society of Ontario
“It has been my pleasure to work with Focus Communications over the past years. Originally brought in to advise the TSO regarding setting up a Chinese marketing program, it quickly became apparent that Loretta Lam and her team were the perfect ongoing solution for us, as marketing and public relations consultants on our fledgling project…as an agency-of-record, for translation and creation of materials, media purchasing, and other standard agency functions. I cannot speak highly enough of the attention to detail, ability to work within budget, marketing and PR capabilities, proactivity regarding sourcing and servicing appropriate strategic partners, and consistency of all Focus personnel in taking things to the next level. The proof is in the pudding: I’ve extended the TSO’s contract with Focus for a further three years, and I expect the next contract will be for an even longer period of time. Please do not tell any other arts organizations about Loretta’s company.”
— Mike Forrester, Executive Vice President, Toronto Symphony Orchestra