WinMark Concepts

WinMark Concepts Strategic partner and trusted advisor. Guiding clients through all aspects of LGBTQ marketing

As consumers and businesses confront racial and ethnic injustices, homophobia and xenophobia, forward thinking companies recognize that diversity and inclusion are critical to forging new alliances. At WinMark, we understand minority consumer groups, particularly the LGBTQ segment. We create slice-of-life strategies that speak to the consumer directly with messaging, lexicon, and imagery that reso

nates. As current times present challenges so are omnipresent opportunities that await. WinMark has been assisting clients for 30 years, through hardships and boom times, navigating their needs and objectives leading to profitable successes. WinMark formulates and guides extensive plans to positively impact your bottom line.

02/03/2025

Diversity, Equity, and Inclusion (D.E.I) are essential components of modern business strategy, directly contributing to increased profitability—up to 25% in some cases—through enhanced decision-making, innovation, and team performance.

Despite these advantages, some major corporations, including Ford, Miller, McDonald's, and Facebook, have recently reduced their focus on D.E.I. While this may appear to be a response to external pressures, the long-term impact could be detrimental. Companies that neglect D.E.I efforts risk losing their competitive edge, struggle to attract top talent, and may suffer in brand reputation.

It is crucial to understand that D.E.I is not about preferential treatment; it's about fostering an equitable environment where all individuals have the opportunity to succeed. Research consistently shows that diverse teams are more effective at problem-solving and achieve higher employee engagement. By prioritizing inclusivity, organizations not only strengthen their workforce but also connect more effectively with a diverse consumer base.

In today’s dynamic business environment, a steadfast commitment to D.E.I is vital for sustainable success. Companies should view diversity as a strategic growth driver rather than a transient initiative.

We invite you to contribute to this important conversation. How is your organization prioritizing diversity and inclusion?

01/27/2025

In recent months, we have observed a concerning trend where several major corporations in the United States, including Ford, Miller, McDonald's, and Facebook, have scaled back or eliminated their Diversity, Equity, and Inclusion (DEI) initiatives. This shift appears to be a reaction to external pressures from various groups, aiming for immediate appeasement rather than long-term strategic growth.

This decision, while perhaps providing a temporary sense of calm, could have significant long-term consequences. Companies that deprioritize DEI may struggle with recruiting diverse talent, ultimately impacting their innovation and competitiveness in the global marketplace. Research consistently shows that diverse teams lead to better decision-making and improved financial performance.

By moving away from DEI efforts, these organizations risk not only their reputation but also their ability to cultivate an inclusive culture that reflects and meets the needs of a diverse customer base. As the business landscape continues to evolve, companies that remain committed to diversity and inclusion will likely have a strategic advantage.

It is crucial for leaders to recognize that DEI is not just a set of initiatives but an integral part of sustainable business growth. Embracing diversity is a forward-thinking approach that builds resilience and drives long-term success.






01/21/2025

Let's discuss the significance of Diversity, Equity, and Inclusion (D.E.I) in the corporate world.

Over the past 15 to 20 years, D.E.I initiatives have become integral to many organizations in corporate America. These programs aim to embrace and empower employees from diverse backgrounds, including different ethnicities and sexual orientations. The goal is not only to retain current talent but also to attract new employees who resonate with these inclusive values.

Despite some misconceptions, D.E.I is not about favoring one group over another. Instead, it is about creating a more inclusive and equitable workplace for all. This approach has tangible benefits. According to McKinsey & Company, organizations that effectively implement D.E.I practices can see up to a 25% increase in their bottom line. This clearly underscores the value that diversity brings to a company's performance.






As businesses and consumers confront critical issues like racial and ethnic injustices, homophobia, and xenophobia, forw...
01/17/2025

As businesses and consumers confront critical issues like racial and ethnic injustices, homophobia, and xenophobia, forward-thinking organizations recognize that diversity and inclusion are essential for building meaningful connections and forging new alliances.

With 30 years of experience, we’ve guided clients through challenges and opportunities, helping them achieve profitable success. Whether in times of hardship or growth, our tailored strategies are designed to deliver measurable impact.

The world of LGBTQ+ influencers is diverse, vibrant, and filled with individuals who not only entertain but also raise a...
01/16/2025

The world of LGBTQ+ influencers is diverse, vibrant, and filled with individuals who not only entertain but also raise awareness, promote inclusivity, and advocate for the community. These influencers use their platforms to connect with audiences, create change, and inspire others.

Slide 1 - Parker Kit Hill
Parker Kit Hill is a fashion influencer with a luxury lifestyle and a popular model with brands like Prada and Dior.
Instagram:
Followers: 445K
Content: Luxury travel, fine dining, fashion

Slide 2 - Miss Peppermint
Miss Peppermint is an trans actress, singer, and drag queen with a strong presence in the LGBTQ+ community, actively supporting causes like Black Lives Matter.
Instagram:
Followers: 700K
Content: Singing, songwriting, LGBTQ+ activism

Slide 3 - Myles Sexton
Myles Sexton is a Canadian LGBTQ+ influencer and multi-talented Creative Director, Stylist, and Makeup Artist, known for their impactful work as an HIV/AIDS and Sobriety Activist.
Instagram:
Followers: 94K
Content: Fashion, style, LGBTQ+ activism, sober lifestyle.

Slide 4 - Ash Hardell
Ash Hardell is a creative LGBTQ+ influencer who raises awareness about the LGBTQ+ community, tackling topics like trauma, transphobia, and homophobia.
Instagram:
Followers: Instagram: 119K, YouTube: 114K
Content: Personal stories and everyday life

Slide 5 - Chella Man
Chella Man is a deaf Asian artist, fashion icon, and LGBTQ+ advocate, known for his unique sense of style and art.
Instagram:
Followers: 448K
Content: Art, fashion, LGBTQ+ empowerment

01/13/2025

In today's competitive marketplace, authenticity is more than a buzzword; it's a crucial strategy for building lasting consumer relationships. When brands take a genuine approach, they acknowledge their customers not merely as consumers, but as individuals with distinct values and needs. This authenticity fosters emotional connections, laying the groundwork for true loyalty. As consumers increasingly seek to align with brands that resonate with their personal values, sincerity becomes essential—not just advantageous—for sustainable success. Embracing inclusivity and understanding customer needs will set your brand apart in today's market.

Understanding the nuances of the LGBTQ+ community is key to authentic engagement. Here’s how we help brands navigate the...
01/09/2025

Understanding the nuances of the LGBTQ+ community is key to authentic engagement. Here’s how we help brands navigate these nuances effectively.

LISTENING AND LEARNING
We stay informed about the evolving language, cultural references, and unique experiences within the LGBTQ+ community to ensure our strategies resonate.

INCLUSIVE MESSAGING
We craft messages that reflect diversity, respect, and inclusivity, ensuring that every individual feels represented.

BUILDING PARTNERSHIPS
We collaborate with LGBTQ+ influencers, organizations, and community leaders to ensure our campaigns are authentic and reach the right audiences.

CONTINUOUS FEEDBACK
We believe in ongoing dialogue and use feedback from the community to refine strategies and ensure we stay aligned with their values.

Winmark Concepts Presents: Expert Insights on Authentic LGBTQ+ EngagementAuthenticity is the foundation of impactful eng...
01/07/2025

Winmark Concepts Presents: Expert Insights on Authentic LGBTQ+ Engagement

Authenticity is the foundation of impactful engagement. In this carousel, industry leaders share their strategies for building meaningful connections with the LGBTQ+ community.

THE IMPORTANCE OF AUTHENTICITY
“It’s not just about the rainbow flag.” – Lisa Manley, Founder, Abbot Lange
Avoid tokenism; take time to learn and engage authentically.

UNDERSTAND THE DIVERSITY OF THE LGBTQ+ COMMUNITY
“Be specific. Speak to all the letters in LGBTQIA+.” – Chip Garner, Founder of BizProv, Inc. Former EVP Digital Advocacy, BerlinRosen
Highlight marginalized identities within the community.
Represent diverse experiences and challenges.

GET LGBTQ+ INPUT
"Start with your own team." – Aaron Radelet, Global Chief Communications Officer & Senior Vice President, Walgreens Boots Alliance
Involve LGBTQ+ employee resource groups.

THE POWER OF ACTION
"Don’t just say it, show it." – Kevin Wong, Vice President of Communications, The Trevor Project
Support LGBTQ+ organizations year-round.
Benchmark your progress with tools like HRC’s Corporate Equality Index.

ARE YOU READY?
Authentic engagement begins now. Save this post and share your thoughts.






01/06/2025

At WinMark Concepts, we believe in the transformative power of vision and innovation. Our journey began with a bold idea to redefine how LGBTQ+ communities were engaged through marketing. Andrew Isen, our founder and president, shares the story that started it all:

"I got started as a 31-year-old somewhat closeted gay man. There were mailing lists. There was one mailing list at the time, and that was for HIV/AIDS-related fundraising. And I said, well, there's other people who are 31, who are just like me.

So I had an idea, which ultimately became Direct Male, M-A-L-E, which was in those days a card pack of advertisements for products and services, both mainstream and gay-specific, to target gay men.

I said I would deliver 50,000 gay men that were on anybody else's mailing lists. Well, that was a crapshoot because I didn't know how to do that. I sort of knew how to do it, but there wasn't a way to do it. I went to advertisers, and I said, well, I've got 50,000 gay men with high disposable household income that you've never reached before.

I went to mailing list companies, and I would say, okay, give me Architectural Digest. And I knew every sort of gayborhood in those days. Again, there were really strong gayborhoods. The community had not gentrified yet. For instance, the Castro in San Francisco and in New York, the village.

So I would say, give me all male subscribers to Architectural Digest, and I would list 30 zip codes. Then I would say omit business and home addresses. I reached gay men who were never reached before by mainstream advertisers.

I ultimately built a mailing list up to 75,000 people who opted in. Now, this was strictly gay male. It was featured in The New York Times, The Wall Street Journal, the LA Times, and PBS Business News Hour. It was the first of its kind. And it ran for eight years, very successfully."*

Today, we continue to build on this legacy, helping brands authentically connect with LGBTQ+ audiences through strategic, data-informed marketing.

To learn more about our approach and expertise, visit us at https://s.mtrbio.com/sgamfbpzll



With over 30 years of experience in brand engagement with LGBTQ consumers, Andrew has helped over 1,000 companies succes...
01/02/2025

With over 30 years of experience in brand engagement with LGBTQ consumers, Andrew has helped over 1,000 companies successfully connect with this community and build meaningful relationships. His extensive knowledge spans every aspect of marketing, from concept to ex*****on, and his strategic insights into the LGBTQ market’s past, present, and future have made him a sought-after expert.

Andrew’s influence extends beyond the boardroom. He’s been named to the Out 100 by OUT Magazine and is frequently quoted in top media outlets like The New York Times, The Washington Post, The Los Angeles Times, and PBS on LGBTQ marketing trends and best practices.

Before founding WinMark Concepts, Andrew held key marketing roles with the Navy League of the United States and the Girl Scouts of America. A proud graduate of George Washington University with both a BBA and MBA, Andrew is also a dedicated philanthropist, supporting arts and LGBTQ organizations such as Signature Theatre, Goodspeed Musicals, ASCAP, and the Point Foundation.

At WinMark Concepts, Andrew leads with passion, vision, and an unwavering commitment to helping brands make a meaningful impact in the LGBTQ community.

01/01/2025

Happy New Year from WinMark Concepts! As we step into 2025, we’re excited to continue empowering brands to connect authentically with the LGBTQ+ community. Here’s to new opportunities and impactful collaborations.

We are proud to have mentored a Certified LGBT Business Enterprise for the NGLCC Mentorship Protégé Program. At WinMark ...
12/30/2024

We are proud to have mentored a Certified LGBT Business Enterprise for the NGLCC Mentorship Protégé Program.

At WinMark Concepts, we are committed to empowering LGBTQ+ businesses by sharing knowledge, fostering growth, and building a stronger, more inclusive business community. Through this mentorship, we’ve had the privilege of supporting innovative ideas and helping amplify the impact of LGBTQ+ entrepreneurs.

We believe in the power of mentorship to create lasting change and are honored to partner with the NGLCC in this important initiative.

The NGLCC Mentorship Program matches Certified LGBT Business Enterprise® (Certified LGBTBE®) applicants with corporate representatives from NGLCC Corporate Partners as well as LGBTQ business owners to provide expert guidance and insight on focus areas identified by the LGBTBE. By connecting LGBTBEs with experienced and committed mentors, the NGLCC Mentor Program strives to support the growth and success of Certified LGBTBE® companies.

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