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event brochure
12th Annual U.S. Hispanic Marketing Conference
September 24 - 27, 2007   • The Westgate Hotel, San Diego, CA

Main Conference Day One: Tuesday, September 25, 2007

7:30 Breakfast and Registration

8:00Chairperson’s Opening Remarks

8:15Keynote: Hispanics & Brand Loyalty: Using Quantitative Metrics to Measure your ROI

  • Understand the market and it segments and where you play best
  • Increase your SoV and market share using a strategic framework
  • Reach out and connect in new and increasingly relevant ways

Engelina Jaspers
VP of Corporate Marketing, Americas
HP

9:15Utilizing Quantitative Metrics to Measure Your ROI for Hispanics and Brand Loyalty

  • Assist U.S. Hispanics in making better financial decisions through strategic partnerships
  • Achieve success and further empower a market that is undoubtedly an integral part of the economic engine that
    drives this country’s growth
  • Commit to help Hispanic consumers improve the health and stability of their household and understand why this will help
    your business

Jennifer M. Grazel
Interactive Marketing Director
GE MONEY AMERICAS

10:00Morning Networking Break for Speakers and Delegates

10:30PANEL: Tackling the Multidisciplinary Challenges of Multilingual Websites

Learn how market segmentation strategy, content management, and localization support can be effectively deployed to create a sustainable support model for exceptional multilingual websites

  • Focus on strategies to tackle the business processes and technical complexities of large scale multilingual sites
  • Come away with the knowledge to recommend best practices for your own websites targeted at the US Hispanic market
Bevin McArthur
Senior Marketing Manager
HSBC		 Tim Coughlin
Vice President
TRANSLATIONS.COM		 Annie Weinberger
Senior Product Marketing Manager
INTERWOVEN

11:15A Comprehensive Approach to U.S. Hispanic Marketing

  • Learn how to build your business case through research
  • Understand key organizational considerations
  • Rally internal and external support for your plan
Juliette C. Mayers
Executive Director, Multicultural Marketing
BLUECROSS BLUESHIELD, MA		 Betsy Silva Hernandez
Chief Diversity Officer
BLUECROSS BLUESHIELD, MA

12:00 Luncheon for Speakers and Delegates

Books Signing with Terry Soto,
Author of Marketing to Hispanics

*First 25 to register receive free copy

1:15Marketing to Hispanic Consumers in New and Creative Ways

Make promotions work harder by utilizing a 360 degree marketing approach to reach consumers with a consistent message

  • Build strong on-line marketing tools to build brand loyalty around consumers passions
  • Create experiential marketing programs that engage consumers and challenge the competition
  • Utilize unique packaging and event marketing to drive trial and further build excitement

Dave Dixon
Senior Director Hispanic Marketing
MILLER BREWING COMPANY

2:15PANEL: Brand Loyalty Among Bicultural U.S. Latinos

  • Hear about some specific influences that trigger brand/product trial
  • Decipher if bicultural Latinos think that they are brand loyal
  • Know what leads to their brand loyalty and why and what product categories/brands are considered a commodity, and which products are image defining among bicultural Latinos
  • Create brand or company loyalty among bicultural Latino consumers
Angelina Villarreal
Vice President, LatinoEyes
C & R Research 		Federico Subervi
Professor, School of Journalism & Mass Communication,
TEXAS STATE UNIVERSITY

2:45 Networking Break for Speakers and Delegates

3:15 Retail’s Commitment to the Hispanic Community

Understand your core demographic and serve their specific wants and needs

  • Communicate a brand's essence in one voice and two languages
  • Reach the Hispanic community through unique partnerships, creative content and multi-channel marketing initiatives

Janis Greenspan
Multicultural Marketing Manager
TARGET

4:00Experiencing the Digital Revolution From a Hispanic Perspective

  • Hear cutting edge practices in search optimization to revamp your search strategy
  • Understand the makings of a successful online advertising campaign
  • Take advantage of the specific opportunities and trends that are shaping the digital landscape and understand how consumers are influenced more than ever by new media
Bart Ons
Senior eCommerce Marketing Manager
AT&T		 Travis Katz
General Manager
MYSPACE LATINO		 Derek Riguad
Account Director
AOL LATINO

4:45Case Study: Developing User-Centered Hispanic Online Solutions: A GobiernoUSA.gov

  • Learn what the US Federal Government is doing to connect with it Hispanic constituents
  • Review the process the Government followed in redesigning GobiernoUSA.gov
  • Learn about the successes from the redesign and usability testing process of GobiernoUSA.gov when thinking about your
    organization’s Hispanic online program

Lee Vann
Co-founder
CAPTURA GROUP

5:30 End of Day & Closing Remarks