RSVP/Register
RSVP online at: http://www.ana.net/events/commmtg/MULT-JUN08
Date & Time
Starts: Wednesday, June 4, 2008 at 9:30am
Ends: Wednesday, June 4, 2008 at 2:30pm
Location
Howard University
2400 Sixth Street, NW
Washington, DC 20059
Agenda
AGENDA
I. Multicultural Marketing - The cutting edge
Dr. Rochelle Larkin Ford, APR Associate Dean of Research and Academic Affairs at the
John H. Johnson School of Communications at Howard University will share the results of some of the cutting-edge research currently under investigation at the university.
Speaker: Dr. Rochelle Larkin Ford, APR Associate Dean of Research - Howard University
II. AFRICAN-AMERICAN IDENTITY - BEYOND DEMOGRAPHICS
IDENTITY. It draws human beings together beyond demographics. It shapes how consumers think about brands and how marketers approach consumers, yet it is under-leveraged in understanding one of the fastest-growing segments in the United States--the African-American community. Meet the Trustees, Gazelles, Buppies, and Flygirls, who are shaping African-American identity, through Beyond Demographics, a groundbreaking new study. What role does identity play in truly connecting with African-American consumers? How do we change course from demographic segmentation to behavior-based engagement? Beyond Demographics was inspired and designed to help marketers understand the African-American community from the inside out--with a new approach and fresh understanding for the advertising industry.
Speaker: Esther Franklin, Executive Vice President/Director, Cultural Identities, SMG Multicultural - Starcom MediaVest Group
III. ANA Multicultural Marketing Research Initiative
Frank Dudley, CMO, and Gail Brooks, director of the multicultural marketing practice from the CoActive Marketing Group, the ANA's market research partner, will present the firm's capabilities to the committee. The intention of this presentation is to provide the committee with enough information to identify the direction of the committee research initiative.
Speakers:
Frank Dudley, CMO - CoActive Marketing Group
Gail Brooks, Director of the Multicultural Marketing Practice - CoActive Marketing Group
IV. ROUNDTABLE DISCUSSION
ANA open discussions are great ways to share your experiences while learning from your peers from other companies. We'll discuss...
A) Online marketing programs that drive specific multicultural ethnic sub-segments to the Web are just now starting to take off. What does success look like? What do we really want to accomplish?
Facilitator: Gilbert Dávila, V.P. Multicultural Marketing - The Walt Disney Company
B) The ANA Multicultural Marketing Conference
We will provide the committee with an update on the planning for the 10th Anniversary of the ANA Multicultural Marketing Conference.
Facilitator: Shepard Kramer, Sr. Director Member Services - ANA
Hotel Recommendations:
These are the best prices we could locate in the Washington area.
Hotel Madera
1310 New Hampshire Avenue, N.W.,
Washington D.C. 20036
Hotel Direct: 202-296-7600
Beacon Hotel
1615 Rhode Island Avenue, NW,
Washington, DC 20036
Phone (202) 296-2100