Multicultural Marketing & Diversity

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. AARP ENGAGES AFRICAN AMERICAN BOOMERS USING SOCIAL MEDIA (10:00-11:00AM)
You probably have some presence in social media because it's the cool thing to do, or some millennial on your staff recommended it... But are you really using these vehicles to strategically engage and connect with your consumers? This session will provide insights into how AARP has diligently engaged African American boomers on Facebook by growing their presence exponentially from 600 Page Likes to over 100,000 in 8 months. They will also share how social media has affected their brand performance metrics and continues to solidify a sustainable direct relationship with their consumers.

Speakers:
Edna Kane-Williams, Vice President, Multicultural Marketing – AARP
Ricki Fairley, President, Thought Leader – DOVE Marketing


II. CHEVROLET HELPS AWAKEN THE DREAM OF A KING (11:15AM-12:15PM)
For over 10 years, Chevrolet silently donated over ten million dollars to the Dr. Martin Luther King Jr. Memorial Foundation. To help celebrate the unveiling on the National Mall in Washington, D.C., Chevrolet launched the Table of Brotherhood campaign. This session will explore how TV, print, and digital amplified awareness of the unveiling while experiential and social created a conversation about how to apply the lessons of Dr. King to modern day life. The six-city tour retraced some of Dr. King's most powerful campaigns and called on the community to "Awaken His Dream in All of Us." This session will probe the delicate balance between self-ingratiating as a brand and the congenital feeling of human compassion.

Speakers:
Brooke Ellis, National Advertising Manager – Chevrolet
Rachel Donovan, Creative Director – Spike DDB


LUNCH (12:15-1:15PM)


III. MEMBER ROUNDTABLE DISCUSSION (1:15-2:00PM)
In this session, Multicultural Marketing & Diversity Committee members will be asked to participate in an open discussion on a variety of topics affecting multicultural marketers. This is a great opportunity to learn from your peers at other companies.

Facilitator:
Janine Martella, Director, Committees and Conferences – ANA