Multicultural Marketing & Diversity

UPDATE 2/26/2014 7:20am: Unfortunately, we will no longer be taking in-room registrations for today's meeting. If you would like to attend you can do so via webinar using the webinar information in the other tab.

THEME: MARKETING TO MULTICULTURAL MILLENNIALS

NETWORKING BREAKFAST (9:00 – 9:30AM)

INTRODUCTIONS (9:30 – 9:45AM)


I. NBA INSPIRES AND CONNECTS WITH MULTICULTURAL MILLENNIALS (9:45 – 10:45AM)
We've all heard the buzzword – multicultural millennials – every major organization is trying to strategize new and exciting ways to reach this segment. They are the fastest growing population segment in America and the most diverse cohort in American history. Since 2006, the number of multicultural millennials in the U.S. has grown 31 percent, which far outpaces the general 12+ year old population (+7 percent). Beyond the numbers, the NBA has made it their priority to understand and evolve with this dynamic consumer segment. Hear how they are creating strategies and allocating resources to help them identify, inspire, and connect and further deepen their roots with fans.

Speaker:
Saskia Sorrosa, Vice President, Marketing, NBA


II. CITY YEAR REACHES DIVERSE MILLENNIALS THROUGH SOCIAL MEDIA (10:55 – 11:55AM)
City Year, an education-focused nonprofit organization working in high-need communities across the country, will share how they have leveraged digital platforms for crowd sourced advertising targeting diverse college students. City Year's #makebetterhappen campaign has received more than 30 million impressions and helped the organization become a top 100 ideal employer among college students, while continuing to grow the number of diverse young people applying for City Year (with 59 percent of City Year corps members identifying as people of color).  Discover key lessons learned and insights on how City Year has resonated with diverse millennials and driven significant increases in awareness among this influential group.

Speaker:
Gillian Smith, Chief Marketing Officer, City Year


III. MEMBER ROUNDTABLE DISCUSSION (11:55AM – 12:35PM)
In this session, Multicultural Marketing & Diversity Committee members will be asked to participate in an open discussion on a variety of topics affecting multicultural marketers. This is a great opportunity to learn from your peers at other companies.

Facilitator:
Gilbert Davila, Chair of the ANA Multicultural Marketing & Diversity Committee


Lunch (12:35 – 1:20PM)


IV. ACHIEVING CULTURATIONAL CHEMISTRY WITH MILLENNIALS (1:20 – 2:20PM)
As millennials have come of age, many brands are seeking to better understand how to connect with them as consumers and as employees. This session explores the undeniable cultural and generational diversity that millennials bring in an effort to help strengthen those consumer and employee relationship dynamics. We will discuss the importance of understanding, appreciating and respecting the differences that exist between millennials and their generational counterparts and how to leverage the unique value of those differences. Additionally this session will explore the myths and realities that drive the cultural and generational gaps that exist and how to best bridge those gaps.

Speaker:
Tru Pettigrew, Founder & CEO, Tru Access