Multicultural Marketing & Diversity

NETWORKING BREAKFAST (9:00 – 9:45 a.m.)
WELCOME AND INTRODUCTIONS (9:45 – 10:00 a.m.)

I. MCDONALD'S TRANSFORMATIONAL ASIAN MARKETING (10:00 – 10:45 a.m.)
The fastest growing ethnic group, Asian Americans' consumer buying power has grown to $986 billion, up 257 percent since 2000, versus 97 percent for the total U.S. Asian consumers represent a lucrative segment yielding increasing influence. In this session, Steven Hunter, Zone and Field Communications Lead, will share how McDonald's is activating innovative strategies to reach this consumer.

Speaker:
Steven Hunter, Zone and Field Communications Lead - McDonald's Corporation

II. HALLMARK: ENGAGING AFRICAN AMERICAN CONSUMERS FOR OVER 30 YEARS  (10:45 – 11:30 a.m.)
Black women are influential, culturally attached, and worth the investment. Hallmark Mahogany knows just how important this segment is and how beloved and iconic the brand has become to her and her community. Monic Houpe, Product Director, will share recent product and marketing executions that continue to build upon the brand’s 30 plus years of consumer engagement.  

Speaker:
Monic Houpe, Product Director, Hallmark Cards


III. ENGAGING CULTURALLY DIVERSE CONSUMERS THROUGH ENTERTAINMENT (11:45 a.m. – 12:30 p.m.)
Marketing luxury wines and spirits requires a keen sense of what will engage consumers emotionally. Most luxury brands do this by appealing to consumers' "passion points" such as music and entertainment. February is traditionally a busy awards month and three key Moet Hennessy brands — Hennessy, Moët & Chandon, and Belvedere — celebrated the achievements of artists of color in film and music, during February 2019. Hear how from Senior Direct, Cultural Diversity at Moet Hennessey, Manny Gonzalez.

Speaker:
Manny Gonzalez, Senior Director, Cultural Diversity - Moet Hennessey

Lunch (12:30 – 1:15 p.m.)

III. eSSENTIAL ACCESSIBILITY: BUILDING AN INCLUSIVE DIGITAL EXPERIENCE FOR PEOPLE WITH DISABILITIES (1:15 – 2:00 p.m.)
More than 8 in 10 people with disabilities disregard a business provider because of barriers encountered. Poor web accessibility is one reason cited. If your website is not designed with accessibility in mind, the experience could be very frustrating for these customers. In fact, it is comparable to having a building without wheelchair ramps. In this session, Spiro Papathanasakis, Director – eSSENTIAL Accessibility will discuss how marketers and customer experience professionals can use web accessibility principles to build an inclusive digital experience.

Speaker:
Spiro Papathanasakis, Director, eSSENTIAL Accessibility

IV. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30 p.m.)
In this session, ANA Multicultural Marketing & Diversity Committee members will have an opportunity to network and discuss key issues in multicultural marketing.

Facilitator:
Gilbert Dávila – ANA Multicultural Marketing & Diversity Committee Chair