Multicultural Marketing & Diversity

Welcome and Introductions (11:00-11:10AM ET)

Roundtable Discussion (11:10-11:30am ET)

I. Understanding the Underserved Hispanic Market for Financial Services (11:30am-12:10pm ET)
With more than 63 million Hispanics in the U.S, it is more critical now than ever to know more about their preferences and behavior as consumers. Claritas will share the latest insights from our primary research in the financial services field. Find out what distinguishes the unique Hispanic market from other consumer groups and see what role acculturation plays in differentiating consumer behavior among Hispanics. Brands can use these insights to identify their best customers and prospects, deliver more engaging messages to optimize campaigns and increase ROI.

Coopera Consulting, a full-service Hispanic growth firm providing custom solutions for credit unions nationwide leveraged Claritas’ multicultural data and insights to help a regional client identify and engage the right multicultural consumers in their geographic footprint. Following the launch of a multichannel campaign, Coopera Consulting’s client saw a record-setting lift in both the volume of loans they issues as well as the dollar amounts tied to those loans.

Throughout this presentation, Claritas and Coopera will share details on the overall success of this campaign and the approach the two organizations partnered to implement.

Speakers:
Ron Cohen, VP, Product Strategy - Claritas
Víctor Corro, CEO - Coopera Consulting

II. Toyota's Journey Toward Cultural Authenticity (12:10-12:50pm ET)
In today’s marketing environment, brands have never been under so much pressure to be authentic - to themselves, their product, and most importantly, their consumers. Social media has created an instant feedback loop for marketers where you’ll know how well you did in a very short period of time. Where authenticity is even more critical is when brands attempt to leverage longtime cultural pillars or trends in their marketing. Join us as Toyota shares how they took on this challenge, what they did, and ultimately how they performed.

Speaker:
Lindsay Lee, Senior Manager, Vehicle Marketing and Communications - Toyota Motor North America

Closing Remarks (12:50-1:00pm ET)

**Schedule subject to change

Speaker Bios

Ron Cohen
VP, Product Strategy
Claritas

With over 30 years of experience working with market research, segmentation, analytics, digital marketing and geographic information systems, Ron has come full circle currently working at Claritas as VP of Practice Leadership with extensive subject matter expertise, including multicultural data and solutions.

Prior to joining Claritas, Ron worked at Geoscape and was responsible for research, analytics and international products including their technology platforms - DirecTarget® & the Geoscape Intelligence System. Ron was also the Research & Development Director for VNU Marketing Information Europe, where he worked in the United Kingdom and the Netherlands creating international marketing intelligence and CRM solutions.

Ron had worked for Claritas in the U.S. for 10 years designing and developing marketing information products and services for the retail, financial services, telecommunications, media, automotive, pharmaceutical, and consumer packaged goods industries. His experience also includes several years in the financial services industry as well as 3 years with Commodore Business Machines.

Víctor Corro
CEO
Coopera Consulting

Víctor Miguel Corro is a senior executive with over 25 years of experience working in international and cross-cultural environments in the private and nonprofit sectors.

For nearly 4 years he has been at the helm of Coopera Consulting, a market analytics and cultural change consulting firm that engages organizations and prepares them to reach out and serve underserved market segments. Corro is co-founder and first Chair of the Credit Union DEI Collective, an expanding group within the credit union movement devoted to furthering DEI, a shared cooperative principle.

Victor is a first-generation immigrant to the U.S. and was born and raised in Panama. He came to study at the University of Wisconsin as a Fulbright Scholar. He has degrees in International Economics and Latin American Studies. He has worked in 90+ countries, is an avid photographer, serves on several boards, and currently lives in Wisconsin with his wife and two children.

Lindsay Lee
Senior Manager, Vehicle Marketing and Communications
Toyota Motor North America

Lindsay Lee is a Senior Manager in the Vehicle Marketing and Communications group at Toyota Motor North America (TMNA). She is responsible for the marketing strategy behind the GR Family of vehicles (GR86, GR Supra, and GR Corolla) and the growth of the brand in the United States. Lindsay has been with TMNA for 15 years, and a part of the Marketing Department for five.