event details
what	Multi-Faceted Strategies for Multi-Cultural Marketing
when	Tuesday, May 12, 2009 2:00pm to 5:00pm Post-Event Networking Reception to Follow at 5 pm
where	Quartino 626 N. State St. (corner of State and Ontario) Chicago, IL
cost	AMA Member: $60 Non-Member: $85 Call for student and nonprofit rates
register	Hotline: (312) 280-0449 You may also register at the door.

Multi-Faceted Strategies for
Multi-Cultural Marketing

One size doesn't fit all when it comes to reaching growing ethnic markets. Mass marketing to all segments may not touch key ethnic demographics, and your message and product may need to be positioned differently or reinvented to be compelling and heard by your target demographic.

Join us to learn how to more powerfully market to two of the fastest growing U.S. consumer segments, the Hispanic and African-American markets. We'll hear from and interact with senior marketing professionals from Images USA , Boy Scouts of America, Johnson Publishing, Cafe Magazine , and Adelante Marketing Consulting; learning how they've tackled ethnic marketing challenges, success stories and lessons learned, and what you can do to develop profitable multi-cultural marketing in your business. Bring your questions for the panel!

Come to learn how to reach critical growth markets. Stay for the networking happy hour and share your own stories and challenges with other area marketers.   

Agenda
1:30 – 2:00 pm Check-in and Networking
2:00 – 3:00 pm Hispanic Marketing: Boy Scouts of America and Cafe Magazine
3:00 – 4:00 pm African American Marketing: Images USA and Johnson Publishing
4:00 – 5:00 pm Panel Discussion on Ethnic Marketing and Q&A
5:15 – 7:00 pm Post-Event Happy Hour Networking event -- with open bar!

Hotline registration: 312-280-0449
Walk-in registration is also available. Please arrive to Quartino's by 1:30 to pay at the door.

Speakers*

Carlos Alcazar
Hispanic Communications Network (HCN)
Carlos Alcazar is the president and CEO of Hispanic Communications Network (HCN), the largest social and cause marketing firm targeting
U.S. Hispanics. Mr. Alcazar launched the venture in late 2005, which leverages an existing radio network (HRN), to move the company into television, publishing, online and mobile marketing. Today, HCN works
with government agencies and non-profits to build education and informational campaigns that serve the Latino community. The client
roster now includes award-winning work for government agencies such as the CDC, Departments of Justice, Transportation, Energy, Health and Human Services as well as NGO’s like American Heart Association, NCLR, Epilepsy Foundation and the Boy Scouts amongst others.

Mr. Alcazar has successfully guided education and media companies to achieve growth through corporate strategy, global expansion and business development for over 15 years—most recently as Vice President of a Pearson plc company (Financial Times, Penguin Books and Pearson Education).

Ricki Fairley-Brown
Images USA
At the onset of all of IMAGES USA’s client engagements, Partner and Senior Vice-President of Strategy & Planning Ricki Fairley-Brown applies creative “out-of-the box” thinking to the client’s strategy and account planning process. 

Fairley-Brown holds a BA from Dartmouth College and an MBA from Kellogg School of Management at Northwestern University.   As a key member of the IMAGES executive management team, she brings freshness and energy to problem-solving.  

Fairley-Brown and her team of innovative thinkers immerse themselves in a process of strategic learning designed to enhance creative ideation.  This process, which she pioneered while working with The Coca-Cola Company, actively connects marketing managers with their target consumers in the consumer’s environment.   

So ground-breaking was this approach that Fairley-Brown received national industry recognition from The Creative Thinking Association of America.  The association honored her with the coveted Creative Thinking Award – an accolade based on the creative process derived from her futuristic-marketing think tank.

After pioneering the think-tank and ideation process, Fairley-Brown developed the Coke Card by fostering a relationship with MasterCard, established Coca-Cola’s sponsorship of the Essence Music Awards, and implemented a radio partnership with the Tom Joyner Morning Show.  

Seeking new trails to blaze, Fairley-Brown landed a post with Chupa Chups USA Corporation, the world’s leading lollipop company, as Vice President of Marketing.  There she was responsible for the strategic direction, development and growth of the brand portfolio in its US Subsidiary.  She established a relationship with FUBU and a distribution partnership with M&M Mars.

Her last stop prior to landing at IMAGES USA was at PowerPact, a top-5 ranking promotion agency, where she was the highest revenue producer, generating more than one-third of the company’s revenues.  She managed client relationships with L’eggs, American Italian Pasta Company, Wyeth, ING, General Mills and Hallmark.    

Now at IMAGES, Fairley-Brown and the executive leadership team have built a family of smart marketers that believe in integrity, creativity, accountability, long-term client relationships and the client’s return on investment.   She is an expert at creating positive organizational culture for the agency, and its client relationships.  This is achieved using “servant leadership” skills and by infusing positive organizational behavior into client partnerships. 

Bonnie Rubinow
Adelante Marketing Consulting
Bonnie’s career passion has been helping companies grow through marketing. She has developed her business skills in the advertising sales departments of major radio and television stations, both English and Spanish.   For the last nine years she had run her own vision of her ad agency, providing culturally sensitive Hispanic marketing for clients needing to make a heart to heart connection with this vibrant, diverse culture.  The reward has been enduring brand loyalty to her clients.

Bonnie’s fluency in Spanish and immersion in the various Hispanic worlds has allowed her to add a unique dimension to her marketing abilities. Working in Hispanic marketing, media and culture for more than 16 years, she addresses the sometimes-subtle differences between the cultures.  The remainder of the previous years was spent in General Market media calling on some of the largest advertising agencies in the country.  Having a foot in both worlds is a distinct advantage to her clients looking to reach this exploding market in a professional, experienced and culturally sensitive manner.

Over the years, her client base has covered the gamut from retail to service businesses, banks, real estate and mortgage companies, law firms, hospitals, insurance companies, medical practices, clinics and schools, to name a few. Her experience also includes retail food and food distributors, entertainment venues large and small, and such notable clients as Coca-Cola. Bonnie is a member of the AMA Chicago Chapter, the Illinois Hispanic Chamber of Commerce, on the board of the Alliance of Latinos and Jews, and is a member of the Little Village Chamber of Commerce.  She has a B.A. in Education and a Master’s Degree in Family and Personal Counseling.

* Speakers subject to change without notice.