Posted by Elena del Valle on March 28, 2006
The 3rd Annual Multicultural Marketing for Financial Services and Insurance Companies conference, organized by the Wolburn, Massachusetts based Center for Business Intelligence (CBI), is scheduled to take place April 20-21 at the Marriott New York at the Brooklyn Bridge in New York City. The event, co-sponsored by The Wall Street Journal and the Hispanic Marketing & Communication Association, HMCA, is expected to draw 120-150 attendees.
Presenters will address issues related to marketing financial services to multicultural markets including Hispanics. According to event organizers seven of 18 presentations will be Hispanic market specific and other presentations will include Hispanic markets. Sponsored presentations represent approximately 10 percent of the program. The cost of admission is $1895.
“CBI’s goal is to create a forum for unbiased learning and sharing of information,” said Jennifer Jansen, program manager for the conference.
Invited speakers include: Tariq Khan, vice president, Marketing Development and Diversity Nationwide Financial Network; Rebeca Vargas,vice president, director of Hispanic Markets, Global Consumer Group, Retail Banking North America, Citigroup; Lily Fong, director, Multicultural Markets, Allianz Life Insurance Company of North America; Cristian Sandoval, vice president, Hispanic and Multicultural Marketing Manager, National City Corporation; Michael Marx, vice president, Research Services Visa USA; Maylene G. Moneypenny, translation program manager, Blue Cross Blue Shield of South Florida (BCBSFL); and Babette A. Honore, assistant director, Market Development, Northwestern Mutual.
Some of the topics addressed this year include: Developing Strategic Approaches to Your Multicultural Marketing Initiative; Ethical, Legal, and Public Policy Considerations; Case Examples of Effective Initiatives – Marketing to Key Diverse Segments – African-American, Latino, Asian-American, GLBT; Building the Business Case for Multicultural Initiatives; Best Practices from the top 50 companies for Diversity; Health Insurance – the Latino Market Focus; Determining links between employee diversity and customer diversity; and Developing a strategy to identify targeted organizations, diverse communities and centers of influence. For conference information or to register visit CBInet.com
Founded in 1994 in Boston, CBI Research, Inc. is dedicated to developing market-driven, conferences in pharmaceuticals, biotech, medical devices, risk and insurance and managed care markets. CBI Research, Inc. offers conferences and summits targeting senior executives and government officials by providing a platform for highly focused content and presentation.
Posted by Elena del Valle on March 16, 2006
Jose Cancela, principal, Hispanic USA
Photo: Hispanic USA
Synovate will present diversity and Hispanic market updates “Reaching America’s Diversity Populations,” based on the 2006 U.S. Diversity Markets Report, in four U.S. cities. The first daylong presentation was held in Chicago, March 14. A second presentation will take place at the Millenium Biltmore on Thursday, March 16 in Los Angeles, California. These will be followed by presentations at the Colonnade Hotel, Coral Gables, Florida on March 21 and New York Marriott East Side, New York City on March 23.
The roster of presenters is a combination of Synovate speakers , sponsors and diversity market experts. New York presentations will include “Now! The Multicultural Landscape” by Everett R. Hernandez, Jr., “Effective Market Segmentation of the Hispanic Market” by James Starks and “Hispanics and Financial Services” by Claire Braverman from Synovate. Other presenters will discuss: “Vibe and the Birth of Vixen” by Lou Lopez, research director, Vibe magazine; “Moving Hispanic Newspaper Research Forward” by Rossana Rosado, publisher, El Diario La Prensa, and “Cracking The Code to the U.S. Hispanic Market” by David Taggart, general manager and group publisher, Editorial Televisa.
Rossana Rosado, publisher, El Diario La Prensa
Photo: ImpreMedia
Synovate will offer a similar program in Miami including presentations by local experts and sponsors such as “The Power of H – Seven Ways to Understand Hispanic USA” by Jose Cancela, principal, Hispanic USA, “Moving Hispanic Newspaper Research Forward” by Olga Casabona, market research manager, La Opinion and ImpreMedia, “Hispanic Public Relations: A Powerful Tool for Building Your Brand” by Aida Levitan, president and CEO, Levitan & Palencia, “Matching Acculturation to Media” by Alex Alonso, West Coast account director, Multicultural Marketing, Carat.
During the events, Synovate, a global market intelligence and research company, promises newcomers and past attendees fresh insights into the largest minority markets: Hispanics, African-Americans and Asian-Americans. The Report includes an update of Synovate’s acculturation model utilizing social tension to explain movement toward full acculturation.
The Report also shows how the tension-enhanced acculturation model can be integrated with language dominance and media usage to define and reach high potential target markets. In addition to updated demographics and buying power information, the Report analyzes autos, technology products, financial services, health/wellness, leisure/entertainment and shopping trends. New summary sections on young adult markets (ages 18-24) and mature markets (ages 55 and above) examine similarities and differences between ethnic groups. Synovate operates across four continents, in 46 countries and 26 time zones.
Posted by Elena del Valle on March 10, 2006
Photos: St.Thomas University
The St. Thomas University Masters in Communication Arts program will hold a debate on the future of Hispanic Communications April 8, 2006 to discuss “Hispanic Communications: Nuevos Horizontes.” Panelists will analyze: Alternative venues for Hispanic journalism and public debate, new perspectives on Hispanic marketing and professional opportunities in Hispanic media.
The event is free and open to the public. It will take place from 9 am to 1.30 pm at the St. Thomas University Bobcat Hall of Fame, located at 16401 NW 37th Ave, Miami Gardens, Florida 33054. Continental breakfast will be served.
Aida Levitan, president and CEO,Levitan & Palencia
“Each panel will consist of one academic, one graduate student of our Masters in Communications (students) and two professionals working in the field, including Dr. Aida Levitan who will be participating as keynote speaker,” said Gloria Ruiz, chair of the Communication Arts Department. “Our last year conference was a great success with about 100 people in attendance with professional and student backgrounds.”
César A. Pizarro, business manager, El Nuevo Herald
During the discussion, each panelist will speak for 10 minutes prior to a question and answer session. Panelists will include Aida Levitan, president and CEO,Levitan & Palencia; Armando Limansky from Telemundo; César A. Pizarro, business manager, El Nuevo Herald; Gloria Ruiz; Mario Beguiristain, professor, MA Communication Arts Hispanic Media St. Thomas University; Nancy García Amor, masters student; Pam Silva, Univision and St. Thomas University masters in Communication Arts student; Richard Pineda, professor, University of Texas; and Sandra Benedet, professor, Spanish Literature, Roosevelt University, Chicago, Illinois. For additional information, contact Gloria Ruiz (305) 628-6581, gruiz@stu.edu, or Paula L. Carreiro (786) 587-0520, pcarreiro@stu.edu or visit STUHispanicMediaSeminar
Posted by Elena del Valle on February 27, 2006
Elena del Valle, principal, LNA World Communications
Photo: LNA World Communications
Elena del Valle, editor and contributing author of Hispanic Marketing & Public Relations, will be the keynote speaker of “Hispanic Market: What’s in it for You?” a lunch presentation taking place Wednesday, March 1, 2006 in Naples, Florida. The event, sponsored by Fifth Third Bank, Naples Sun Times, The Greater Naples Chamber of Commerce and Edison College was organized by Eyes Wide Open and will take place at the Edison College Conference Center from 12 to 2 p.m.
Elena is principal of LNA World Communications, a marketing and communications company, where she is responsible for media training, strategic planning and client relations. She is the director and editor of Hispanic Marketing & Public Relations (Poyeen Publishing, $49.95). A 20 year marketing and public relations veteran, she has worked extensively in health care and with U.S. and international Hispanic markets. Prior to founding her own marketing and public relations firm nine years ago, she was a key member of the health care team and headed the Hispanic practice at the largest independent public relations firm in Florida. Before that, she attended law school nights while she was in charge of domestic and international Hispanic marketing and public relations for a major private South Florida health care company. Details and regsitration information are available at (239) 775-6080 ext. 305.
Posted by Elena del Valle on February 23, 2006
Cynthia Nelson, COO, Todobebé and
Miguel Gomez Winebrenner, director, C & R Research
Hispanic Marketing & Public Relations contributing co-author Cynthia Nelson will be a presenter at two upcoming conferences. She will discuss Branded Entertainment at the Fourth Annual Innovations in Hispanic Marketing Conference taking place in Miami, March 14-16, 2006 Miami, Florida. She will discuss “Branding Hispanic Moms: Before, During & After Pregnancy” at the Youth Mega Expo, scheduled for March 26-28, 2006 in Huntington Beach, California. Click here to read Cynthia’s biography.
Miguel Gomez Winebrenner, contributing author of two chapters of the book, will be a panelist at the Fourth Annual Innovations in Hispanic Marketing Conference. The panel will discuss “Developing and Implementing a Successful Segmented Marketing Strategy to Target Specific Groups Within the Latino Market.” Click here to read Miguel’s biography. For more information about the book including the table of contents go to Hispanic Marketing & Public Relations.
Posted by Elena del Valle on February 22, 2006
Jim Estrada, managing partner, Estrada Communications Group, Inc.
Photo: Estrada Communications Group, Inc.
Miami, Florida – Hispanic Market Pro (HMP) will host a national audio conference Thursday, February 23 at 2 p.m. ET to discuss ways in which public relations practitioners and marketing executives can maximizing their Hispanic Cause-related Marketing initiatives. The cost of the audio conference is $215.
The one hour and 30 minute audio conference, “How to Maximize Your ROI on Hispanic Cause-Related Marketing Partnerships and Social Campaigns,” is part of the company’s Hispanic Market University series of professional development audio conferences for Hispanic communicators. Topics slated for inclusion are: Common pitfalls when working with Hispanic organizations and how do you avoid them; crucial ingredients to a successful Hispanic cause-related marketing alliance and/or campaign; how to calculate how much money or in-kind services to donate to a partner organization; causes that strike the biggest chord among Hispanics; how to measure the effectiveness of a CSR campaign among Hispanics; and how to form and sustain local CSR partnerships with Hispanic organizations.
Liz Blacker, senior vice president, Media Division, One Economy Corporation
Photo: One Economy Corporation
Speakers will be Liz Blacker, senior vice president, Media Division, One Economy Corporation; Jim Estrada, managing partner, Estrada Communications Group, Inc. and Ileana Fernandez, vice president and COO of the Hispanic College Fund. Sandra Bernardo, associate vice president at Euro RSCG Magnet, will moderate the conference.
Co-headquartered in Miami and New York, Hispanic Market Pro, HMP, provides Hispanic marketing executives professional development teleseminars. A joint venture of Hispanic PR Wire and Bryan Communications (HispanicAd.com and AdNotas.com), HMP presents trainings every other Thursday on a wide variety of topics for executives across advertising and public relations disciplines. Details and registration are available online at Hispanic Market Pro.
Posted by Elena del Valle on February 16, 2006
Heidi Eusebio, vice president, Edelman/Diversity Solutions and Federico Subervi, Ph.D., professor, School of Journalism and Mass Communications, Texas State University-San Marcos
The Public Relations Society of America will host two Hispanic market teleseminars based on three chapters of Hispanic Marketing & Public Relations. Entitled “The Changing Face of Public Relations: Latino Media Issues, Including Electronic Publicity and Media Training,” this teleseminar is delivered as a two-part series. The audience may register for one or both parts.
Part one, scheduled to take place March 1, 2006, is a 90-minute interactive teleseminar with Heidi Eusebio, vice president, Edelman/Diversity Solutions; and Federico Subervi, Ph.D., professor, School of Journalism and Mass Communications, Texas State University-San Marcos, director Latinos and Media Project and covers the topic “Latino Media: A Cultural Connection.”
Elena del Valle, principal, LNA World Communications and David P. Henry, president TeleNoticias
Part two, scheduled to take place a week later March 8, 2006, is a 90-minute interactive teleseminar with Elena del Valle, principal, LNA World Communications; and David P. Henry, president TeleNoticias, NovoMedia.
Part two covers the topics of “Cultural Understanding: Key to Effective Hispanic Media Training,” and the importance of “Electronic Publicity and Public Relations.”
One registration per site, per teleseminar is required. Registration deadline is 24 hours prior to the call. Each registration entitles the person registered to one telephone connection with as many people as they wish to listen to the teleseminar on their speakerphone.
The Public Relations Society of America based in New York City, is the world’s largest organization for public relations professionals. The Society has more than 28,000 professional and student members.
The cost of registrations is $290 for each teleseminar. Registrations must be in writing by fax to 212-460-5460, or mail to PRSA Registration, 411 Lafayette Street, Suite 201, New York, NY 10003. Registration information is available via Palisades Convention Management at 800-350-0111 or 212-460-9700 and online at PRA.org
Posted by Elena del Valle on February 13, 2006
Juan Ochoa, director of Program Development, MFM Trade Meetings
Photo: MFM Trade Meetings
A podcast featuring an interview with Juan Ochoa, director of Program Development at MFM Trade Meetings, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Juan discusses in detail the upcoming Fourth Annual Innovations in Hispanic Marketing Conference to be held in Miami, March 14-16, 2006 with Elena del Valle, host of the HispanicMPR.com podcast.
Juan has worked in the events sector for more than six years and has been with the MFM Group since March of 2004. He leads the production processes for the events division of MFM Trade Meetings. Juan, who selects speakers and handles speaker relationships, researches and develops business conferences for targeted audience segments and high level corporate executives. He has developed the MFM Hispanic Marketing, Entertainment & Media, and Youth Marketing events.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Juan Ochoa,” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the February 2006 section of the podcast archive.
Posted by Elena del Valle on January 19, 2006
The 12 Annual SRI Marketing to U.S. Hispanics and Latin America is scheduled to take place January 29 to 31, 2006 at the Wyndham Miami Beach Resort on Miami Beach, Florida. Organizers promise this year’s forum will offer a powerhouse of thought-leaders and trailblazers, market-movers and mavericks, who are reshaping the landscape of marketing to this influential segment across the Americas. Presenters will share information on new trends and best-practices. Admission fees range from $1695 to $2,295 depending on the program selected.Hispanic Marketing & Communication Association, HMCA, members receive a $400 discount.
Through the conference, SRI hopes to bring attendees more of the unique ways in which brands are competing with one another to serve the growing Hispanic customer base. Highlights of the roster of speakers includes decision-makers from: Microsoft; Maybelline-Garnier, L’Oreal USA; Procter & Gamble, Paper Products, Multicultural; Toyota Motor and Sales, USA; GMAC Mortgage; Burger King Latin America; Disney, Latin America; Wells Fargo International Remittances; Option One Mortgage; Scholastic Media; Meredith Corporation; Yahoo! North Latin America; General Mills; US Cellular; NBA Latin America, and more.
Salient presentations planned include: Carlos Santiago, who will unveil a first-ever study about the correlation between financial investments into the Hispanic market and whether this transfers into "The Creation of Shareholder Value?"; Fernando Espuelas, chairman and CEO of Voy LLC, will discuss "Magic Realism in Brands" to set the stage for innovative thinking on brand strategy in an increasingly Hispanic market landscape and how English is becoming key ingredient in marketing to Latinos; Peter Roslow, will outline the future of Spanish language media in the coming years and why Spanish will continue to rise in the U.S.A.; Mark Berry of TNS-Global will discuss where research needs to go to keep up with the demands of this market. Laura Martinez, editor of Adweek’s Marketing y Medios will provide a quick round-up of "2005 The Year in Review and How Did Big Brands Build Their Hispanic Marketing Strategies;" PJ Periera of AKQA will present on "Creative Trends for an Interactive World;" Paco Olavarietta of Ole will share his vision for retail marketing to Latinos; and Laurence Klinger of Lapiz, will discuss "Liquid Ideas," an outlook on beverage marketing.
There will be a networking welcome reception on Sunday, January 29, 2006 and an Awards Function on January 30 for Hispanic Marketing Breakthroughs in 2005 to celebrate ground-breaking strategies and new initiatives in this marketplace. The award categories are Product Launch, Consumer Insights and Segmentation Strategy, Positioning Approach,Grassroots Marketing, In-Language Campaign, Direct Marketing, and E-Hispanic. More information is available at www.srinstitute.com/CM459.
Posted by Elena del Valle on January 18, 2006
Dora Tovar, president Tovar PR LLC
The Public Relations Society of America (PRSA) Multicultural Section and the Hispanic Marketing & Communication Association (HMCA) have teemed up for a Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95) related teleconference to be held Thursday, January 26 at 2 p.m. ET. Based on Dora Tovar’s chapter in the Book, the teleconference, "Hispanic Public Relations: Responding to Growing Market Demands" will be available to PRSA, HMCA members and the general public.
Many practitioners target multicultural audiences. Hispanic markets are one of the most important emerging multicultural markets. The practice of public relations by Latinos and targeting Latinos requires knowledge and understanding of the Latino markets.
During the teleconference, Tovar, president Tovar PR LLC, will address questions such as: What do public relations practitioners successful penetrating Latino markets do? What are the trends in the market? What has brought about current practice characteristics and how do the past trends influence the future? What impact does this have on the day-to-day practice of Hispanic public relations?
The presentation promises listeners will have an opportunity to: Learn how the Hispanic public relations market is growing and changing in response to demographics; identify value-added partnership opportunities for public relations practitioners; discuss the changing market demand for Hispamic public relations infrastructure; explore how public relations firms can partner with Hispanic public relations professionals; and examine the value of Hispanic public relations professionals across marketing and advertising disciplines.
Tovar is a contributing author of Hispanic Marketing and Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95, www.hispanicmpr.com). Her chapter promotes the emergence of Hispanic Public Relations as a distinct discipline. Dora provides marketing communications services to nonprofit, governmental and corporate clients in the areas of Hispanic marketing, crisis and litigation communications and public relations. Along with her communications expertise, Tovar offers clients public policy insights and advocacy efforts to promote relevant cultural competency practices.
Only one registration per site is required, allowing multiple listeners per site. Costs are as follows: PRSA Multicultural Communications Section members, $85; PRSA and HMCA members, $150 and nonmembers, $250. For program details and to register, visit event registration
