2010 rise global multicultural series case study

1105 North Lamar Austin, Texas 78703 v/f (512) 501-4971 site: www.cultural-strategies.com blog: www.hispanictrending.net

l a t i n o m a r k e t i n g & c o m m u n i c a t i o n s

Multicultural Engagement Case Study

Prepared for O’REILLY Conferences

culturalstrategies

Our DNA… •  Latino-centric communications and marketing

firm with a love of all things Texan.

•  Inclusive, authentic, and innovative.

How clients see us… •  Solidly perceptive of Latino cultural essences

and life experiences.

•  A consequential partner for clients who seek engagement with Latino constituencies.

•  Storytellers, shaping content in context.

Influence is proportional to relevance. We create vehicles and opportunities that allow our client’s voice to be heard in the right spaces.

You want to grow, in market share and influence.

culturalstrategies: Our Support

Organizations and companies fail to thrive when isolated from others. We help our clients discover and develop cause oriented partners and advocates who’s efforts synthesize a shared outcome.

Your company craves connections.

Communicating ideas should appeal to artistic senses without confounding the purpose. We craft our client’s messages and engineer their transmission through uncluttered environments.

Creativity in context distinguishes you.

RLBFT

culturalstrategies: Representative Clients

Adelante Solutions Inc. / City of Austin: Hispanic Quality of Life Initiative

AsisteMed

BiGAUSTIN

Hispanic Communications Network

Lance Armstrong Foundation

MPower Labs / RISE 2009

Roy Lozano’s Ballet Folklórico de Texas

Staats Falkenberg

Texas Association of Mexican American Chambers of Commerce (TAMACC)

Texas State Low Cost Insurance

United Way Capital Area / Vivir Unidos / Bank On

Sectors Served Business •  Financial Services •  Quick Serve Restaurants •  Consumer Products •  Media

Governmental •  Education •  Arts & Culture •  Community Involvement •  Economic Development •  Healthcare

Nonprofit •  Business •  Arts & Culture •  Faith-based •  Environmental

Integrated Partner

culturalstrategies: Team & Capabilities

Marketing & Advertising •  Research & Insights •  Messaging •  Media Planning •  Custom Publishing •  Market Development

Engagement •  Research & Assessment •  Community Relations •  Reporting & Counsel •  Earned Media Placement •  Stakeholder Outreach

Web / Social Media •  Platform Development •  Strategy & Implementation •  Campaign Management •  Analytics Reporting •  SEO & SEM

Flor Longarini Strategic Planning

Consultant

Juan Tornoe Chief Marketing Officer

Sebastian Puente President

Armando Rayo Vice President Engagement

culturalstrategies: Multicultural Engagement Case Study

“The diversity in ethnici/es as well as in professional background fostered

an enriched learning opportunity for the Aus/n community.”

RISE 2010 Mul/cultural Entrepreneurs Series


In its fourth year, RISE – a Relationship & Information Series for Entrepreneurs – is an annual conference series dedicated to providing a free forum for entrepreneurs to connect and exchange ideas that inspire the entrepreneurial spirit. Created by brothers Roy and Bertrand Sosa in 2007, RISE is a program of MPOWER Foundation, an operating philanthropic foundation affiliated with MPOWER Ventures and MPOWER Labs.

•  RISE – a Rela*onship & Informa*on Series for Entrepreneurs – is an annual

conference series dedicated to providing a free forum for entrepreneurs to connect and exchange ideas that inspire the entrepreneurial spirit.

•  RISE was launched in 2007 as a uniquely Aus*n counterpart to the Kauffman Founda*on’s first “Entrepreneurship Week USA,” conceived by Roy and Bertrand Sosa, co-‐founders of NetSpend and the MPOWER Group.

•  Since its incep*on, RISE has enjoyed rapid annual growth, fueled by the incredible energy of Aus*n’s entrepreneurs. In 2009, 1,600 entrepreneurs a[ended 122 RISE sessions. Venues ranged from Jo’s Coffee and FINO, to the boardrooms of Enspire Learning and GSD&M Idea City, to the classrooms of the Acton School and community spaces like Leadership Aus*n, Tech Ranch, the Mexican American Cultural Center and Aus*n’s greenest boardroom at the Lance Armstrong Founda*on.



Past speakers include:

•  Roy Spence, CEO of GSD&M Idea City: It’s Not What You Sell, It’s What You Stand For

•  John Mackey, CEO of Whole Foods Market: Passion & Purpose: The Power of Conscious Capitalism

•  Elizabeth Avellan, co-‐owner and president of Troublemaker Studios: Local to Global: Modern Media & Filmmaking

•  Ellen Wood, CEO of vcfo, Inc. : There Is No Parachute: And Other Lessons Entrepreneurs Learn Aeer Take-‐off

•  Clayton Christopher, founder and CEO of Sweet Leaf Tea: Don't Rock the Boat: Push It, Pull It and Turn it Upside Down

•  Philip Berber, founder of CyBerCorp and chairman of A Glimmer of Hope Founda*on: From Entrepreneur to Social Entrepreneur

•  Manoj Sexena, IBM, VP and Global Solu*ons Leader: The First 2 Years: From Ideas to a Funded, Viable Start-‐up



•  RISE, a conference regarded as Aus*n’s premiere symbols of collabora*on and entrepreneurship tasked Cultural Strategies team to develop a Mul*cultural Entrepreneurs Series. Mando Rayo developed and u*lized engagement strategies with a mul*cultural approach to develop & organize the inaugural RISE Mul*cultural Entrepreneurs Series. In behalf of RISE, Rayo engaged and recruited session hosts from the Hispanic/La*no, African-‐American, Asian & Middle Eastern communi*es.

•  Outcome: Our efforts brought together over 56 dis*nguished speakers and presenters from a variety of backgrounds and disciplines, a[racted media a[en*on and opened doors to new perspec*ves and markets.


RISE 2010 Mul/cultural Entrepreneurs Series

In/mate. Relevant. Inclusive.

•  For, by and about entrepreneurs

•  Represen*ng the new face of America

•  Culturally Relevant

•  Hispanic/La*no •  African-‐American

•  Asian

•  Middle Eastern


Hispanic Entrepreneurs Series

•  40 Sessions ranging from marke*ng, social

media, business and philanthropy, including 8 sessions in Spanish

•  Featured Sessions:

•  Social meets Media: How today’s collabora*ve technologies are shaping the future of media. -‐ Juan Garcia, New Media Producer, The University of Texas

•  The Changing Face of Philanthropy – Leo Ramirez, MiniDona*ons •  La*nas Want More: How to Market to this Growing Segment & Why It

Ma[ers -‐ Rebecca Trevino, Dell

Photo (L2R): RISE Co-‐founders, Bertrand and Roy Sosa


African-‐American Entrepreneurs Series

•  Eight Sessions ranging from branding, social

media, cause-‐marke*ng and business development


•  Cause Related Marke*ng-‐ Lisa Goddard,

Capital Area Food Bank

•  Media Incubator 2.0 -‐ Carl Se[les, Texas Diversity Council

•  What Makes Marke*ng go Viral –

Elijah May, Encompass PR


Asian Entrepreneurs Series

•  Eight Sessions ranging from entrepreneurship, innova*on

and social media •  Collaborated with Asian and South Asian organiza*ons

and networks


•  The First 2 Years: From Ideas to a Funded, Viable Start-‐up -‐ Manoj Saxena, IBM Global Business Services, VP and Global Solu*ons Leader

•  Hacking Online Cultures with Offline Behaviors: How to Turn Nega*ve Feedback into Cheerleaders -‐ Jennie Y. Chen, Chenergy

•  From Idea to Product in 60 minutes -‐ Subramanian Rama, Intel Corp



•  Mul/cultural Engagement, developed by Cultural Strategies, is an inclusive and culturally relevant approach that resonates with a mul*cultural America; it is an authen*c engagement strategy that not only reaches diverse popula*ons but creates trust and builds advocates for people and organiza*ons.

•  Fore more informa*on, please contact Mando Rayo, VP, Engagement at Cultural Strategies at arayo@cultural-‐strategies.com or 512-‐785-‐0447.

l a t i n o m a r k e t i n g & c o m m u n i c a t i o n s

2010 rise global multicultural series case study

News & Politics

latino marketing

markeng

information

social media

sessions ranging

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mpower foundation

relationship