Multicultural Marketing & Diversity

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)


I. BOEHRINGER INGELHEIM TAKES ON MULTICULTURAL MARKETING (9:45-10:45AM)
Lisa Valtierra, Associate Director, Cross Cultural Marketing – Boehringer Ingelheim Pharmaceuticals, Inc., will discuss the the adventures of selling the multicultural marketing opportunity internally. You will also hear about the path to choosing the right agency partner, from the RFP process to the pros and cons of general market versus multicultural agencies.

Speaker:
Lisa Valtierra, Associate Director Cross Cultural Marketing – Boehringer Ingelheim Pharmaceuticals, Inc.


II. GODIVA USHERS IN A PROSPEROUS NEW YEAR (11:00AM-12:00PM)
For years, the Chinese-American consumer‎ has been longing for their favorite Godiva products back home. They have asked friends and family, visiting Asia during New Years, to bring back a little bit of Godiva. Hear how Godiva rose to the occasion in 2014 by launching its Year of the Horse collection, giving consumers the ultimate gift to send best wishes for a prosperous new year. In this session, Tara Kastury, Senior Marketing Manager – Godiva Chocolatier and Bill Imada, President – IW Group, will provide the insights that Godiva leveraged to develop the right product, marketing campaign and how that resonated with the Chinese-American consumer.

Speakers:
Tara Kastury, Senior Marketing Manager – Godiva Chocolatier
Bill Imada, President – IW Group


LUNCH (12:00-1:00PM)


III. EDUCATION TESTING SERVICE SHARES BEST PRACTICES AND CASE STUDIES IN MULTICULTURAL MARKETING (1:00-2:00PM)
Jhan Doughty Berry, Executive Director, Develop Talent and Diversity – Education Testing Service (ETS), will present and discuss the strategic marketing approach utilized as part of their mission-driven efforts to outreach to Historically Black Colleges and Universities (HBCUs) and Hispanic Serving Institutions (HSIs) for their corporate internship program. Attendees will learn through business case examples a sample marketing approach to use with these key organizations and best practices for how to begin similar efforts in their respective organizations.

Speaker:
Jhan Doughty Berry, Executive Director, Develop Talent and Diversity – Education Testing Service


IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
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 – ANA Multicultural Marketing & Diversity Committee