Multicultural Marketing & Diversity

Welcome and Introductions (11:00-11:10 a.m. ET)

Roundtable Discussion (11:10-11:30 a.m. ET)

I. Increasing Animal Lifesaving Awareness Among Latinos: Best Friends Animal Society Spanish Campaign (11:30 a.m.-12:10 p.m. ET)
While multicultural marketing has been in existence for decades, it is a new world for the animal welfare sector. Best Friends Animal Society, a leading animal welfare organization that is working to end of the killing of dogs and cats in U.S. shelters by 2025, runs the nation's largest no-kill sanctuary and works collaboratively with a network of nearly 4,000 animal shelter and rescue partners. In an effort to increase animal lifesaving outcomes across the country, Best Friends launched its first Spanish-language campaign in September 2021. Hear how Best Friends organized internally, and with very little budget, set out to engage a big, new audience of animal lovers and provide accessible animal welfare Spanish resources in shelters across the country.

Speaker:
Greta Palmer, Chief Marketing Officer, Best Friends Animal Society
Mia Navedo-Williams, Manager Multicultural Marketing Communications, Best Friends Animal Society

II. Muchacha Coffee: Branding Innovators while Breaking Stereotypes (12:10-12:50 p.m. ET)
A women's coffee brand grown in Colombia offers all-women supply chain coffees in the U.S. Learn why their coffee blends are named after Hispanic women and how they successfully market their brand on the mainland while using Latina figures in their packaging to tell their story. With every cup of Muchacha Coffee, they are changing the lives of many women around the world.

Speaker:
Diana Hoyos-Henao, CEO and Founder, WE ARE MUCHACHA
Juliana Hoyos-Saldarriaga, CEO and Founder, ROCKET CREATIVO

Closing Remarks (12:50-1:00pm ET)

**Schedule subject to change