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Supporting business diversity

2 minute read | August 2023

Nielsen provides pro-bono consulting in first virtual “consulta-thon” for diverse-owned businesses

While most small businesses struggled financially during the pandemic, diverse-owned businesses were hit the hardest. As part of Nielsen’s commitment to supporting diverse-owned media companies, Nielsen hosted a “consulta-thon” on Global Impact Day 2022. Nielsen volunteers offered pro-bono consulting services to diverse-owned companies, helping them to create pitches and marketing strategies to engage investors and advertisers.

Ashton Media Group, KSDY and Latino Hustle Group, all diverse-owned, ad-supported media companies, joined Nielsen for the consulta-thon: each of them bringing a specific project to consult with Nielsen specialists about. The companies brought their media kits —looking for assistance in their digital storytelling, media kit improvements, and for recommendations in pitching. Ashton Media Group received a media plan from the Nielsen team which addressed  privacy concerns, reassuring audiences of the steps taken in their data privacy. Nielsen refreshed KSDY’s media kit with updated language, insights into the primary audience, recommended sponsorships for their news channels, and promoting their shows, team, and channels—all supported by Nielsen data. Nielsen equipped Latin Hustle Group with a campaign focused on engaging Las Vegas Hispanics for their radio station, Fiesta! 98.1.

“Offering Nielsen employees the opportunity to contribute our expertise to empower diverse-owned media companies was the highlight of the year,” said Stacie de Armas, SVP, Diverse Insights and Initiatives. “We rolled out the program earlier in the year but seeing my colleagues dig deep into it and connecting directly with the companies showed that we are truly making a difference.”

As part of our diverse-owened media program, Nielsen is also partnering with the  National Minority Supplier Development Council (NMSDC) to reimburse the certification costs for companies to become a Minority Business Enterprise. This certification elevates minority-owned companies, helping them stand out to corporate members who are looking to connect and partner with MBEs.