Multicultural Marketing & Diversity

Networking Breakfast (9:00 - 9:30)
Welcome & Agenda Review: Gilbert Davila (9:30 - 9:45)


I. MEASURING ROI: HOW TO GET THE MOST OUT OF YOUR MULTICULTURAL MARKETING CAMPAIGNS (9:45-11:00AM)
With more scrutiny on budgets, marketers are trying to gauge the opportunities of multicultural marketing and how to effectively measure the success of their campaigns. It is crucial to understand how to effectively measure the success of multicultural marketing in order to validate the marketing efforts and justify additional budget to create culturally relevant marketing to this highly profitable target. In this session, Tony Suarez, Marketing Architect - Suarez Enterprises (former Vice President of Multicultural Marketing at McDonald's Restaurants) will address the top ten key questions such as the size of the opportunity based on the new Census results, measurement tools and ROI effectiveness. In addition, Hector Vallejo, Multicultural Marketing Manager- Stanley Black & Decker will discuss how to effectively target the multicultural consumer, share tactical strategies as well as some methods of how to effectively measure the ROI on multicultural campaigns. This session will be interactive and we ask that all committee members come prepared to share their strategies for measuring ROI on multicultural marketing campaigns.

Speaker:
Tony Suarez, Marketing Architect - Suarez Enterprises (former Vice President of Multicultural Marketing at McDonald's Restaurants)
Hector Vallejo, Multicultural Marketing Manager- Stanley Black & Decker


II. MEMBER ROUNDTABLE DISCUSSION: MULTICULTURAL ORGANIZATIONAL STRUCTURE (11:00-12:00PM)
Multicultural organizations vary from company to company. Some companies have centers of excellence, while others incorporate multicultural marketing into the general market structure. And some companies have multicultural marketing managers embedded into specific brand teams. In this session, we will review the various types of organizational structures and the pros and cons of each. While, there is no one right or wrong method to structure multicultural marketing, we will explore the various structures and discuss what works best for each type of organization. Please come prepared to share your experiences with different multicultural marketing organizations and the pros and cons.

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


III. MULTICULTURAL MARKETING & DIVERSITY TOPICS OF INTEREST: (1:00-1:30PM)
This session will be an open forum to discuss topics of interest to pursue for future committee meetings as well as the multicultural marketing & diversity annual conference.


IV. WORKING MOTHER MEDIA: MULTICULTURAL WOMEN AND MOMS (1:30-2:30PM)
Working Mother Media is the largest multimedia company in the country focused on diversity and the advancement of women. In this session, Carol Evans, President - Working Mother Media will discuss the following topics:

1. What do multicultural women think?
Carol will present the benchmarking results from the Working Mother Best Companies for Multicultural Women survey featuring 365 questions on topics including:
• Workforce profile
• Recruitment, retention, advancement
• Company culture

The Best Companies for Multicultural Women represent more than 2.6 million employees in 10 industries with over 78,000 worksites nationwide.

2. What do moms think?
Carol will also present the groundbreaking results from The Working Mother Report: What Moms Choose-Career vs. Paycheck. In honor of the 25th anniversary of the Working Mother 100 Best Companies, this special national study takes an in-depth look at the challenges still facing working moms, how moms feel about their lives - and what men still don't understand about working mothers.

Speaker:
Carol Evans, President - Working Mother Media