Multicultural Marketing & Diversity
|Begins:||Thursday, April 3, 2014 at 9:00am|
|Ends:||Thursday, April 3, 2014 at 2:00pm|
|Location:||Warner Bros. Entertainment
4000 Warner Blvd.
Los Angeles, CA 91522
NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)
I. HONDA CREATES DIGITAL CAMPAIGN FOR MULTICULTURAL MILLENIALS
Reaching multicultural audiences online can be challenging. The Honda Civic's "Best Yourself" campaign starring Nick Cannon integrated TV, social media, digital and mobile rich media to highlight the youthful essence of the car. This session will discuss the decision making process behind the campaign, why Nick Cannon was selected as the celebrity spokesperson, how the various components of the campaign were chosen and utilized, and share campaign metrics in terms of success in targeting specific cultural groups.
Gina Jorge, Head of Multicultural Marketing, American Honda Motor Company
Will Campbell, CEO, Quantasy
II. KAISER PERMANENTE CONNECTS WITH LATINOS IN A COMPLEX HEALTHCARE MARKET
Imagine leading your marketing efforts in a highly regulated environment, marketing complex products that most customers use in difficult moments, and the industry's biggest initiative in recent years the controversial Affordable Healthcare Act? Hear how Kaiser Permanente, the nation's largest nonprofit health plan, navigated these issues and was able to engage Spanish speaking Latinos. This session will be an open discussion on how to approach complex marketing messaging in a regulated and controversial environment and distinguish your brand from competitors.
Beatriz Rojas, Director, Multicultural Marketing, Kaiser Permanente
III. MEMBER ROUNDTABLE DISCUSSION
In this session, Multicultural Marketing & Diversity Committee members will be asked to participate in an open discussion on a variety of topics affecting multicultural markters. This is a great opportunity to learn from your peers at other companies.
Gilbert Davila, Chair of the ANA Multicultural Marketing & Diversity Committee
More to come!
Webinar information is provided to logged in Members only.