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.
Leadership Center (1st FL in Building 156 North)
Los Angeles, CA 91522
Meeting notes are available to current, logged in Members only.
If you register after 12:00 pm ET on Monday, March 31, please email Janine Martella (firstname.lastname@example.org) to make sure you are on the security list for this meeting. You will not be granted entrance unless you are on the security list!
IMPORTANT Directions/Parking/Security Policy:
Click here for instructions.
- The first page provides specific security and parking instructions, and directions to the meeting room.
- Do not GPS the studio address, as it will lead you to another gate entrance.
- All guests should enter the lot through Gate 7 and park in Lot A. The meeting room is located in Building 156 North, across from the parking structure.
- You will need to show a photo ID to security.
NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)
I. WARNER BROS. (9:45-10:45AM)
Rick Ramirez, Senior Vice President, Targeted Marketing - Warner Bros. Pictures will provide an overview of Warner Bros. Studios and share their best practices on multicultural motion picture marketing.
Rick Ramirez, Senior Vice President, Targeted Marketing, Warner Bros. Pictures
II. HONDA CREATES DIGITAL CAMPAIGN FOR MULTICULTURAL MILLENIALS (11:00AM-12:00PM)
Reaching multicultural audiences online can be challenging. The Honda Civic's "Best Yourself" campaign starring Nick Cannon combines 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.
Will Campbell, CEO, Quantasy
III. KAISER PERMANENTE CONNECTS WITH LATINOS IN A COMPLEX HEALTHCARE MARKET (12:30-1:30PM)
Imagine leading your marketing efforts in a highly regulated environment, marketing complex products that most customers use in difficult moments plus 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
IV. MEMBER ROUNDTABLE DISCUSSION (1:30-2:00PM)
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