Census 2010 Changes the Landscape: PR & Marketing Strategies for a New America

“Census 2010 Changes the Landscape: PR & Marketing Strategies for a New America”

Public Relations Society of America, OC hosts 7th Annual Diversity Conference – May 19, 2011

The results of Census 2010 are in.

And, just in time to gear up your company’s public relations, marketing and communications campaigns to best reach out to this new and complex portrait of America, the award-winning Diversity Committee of the Orange County chapter of the Public Relations Society of America (OC/PRSA) will be hosting its 7th annual diversity conference on May 19, 2011 at Scott’s Seafood Restaurant (3300 Bristol Street) in Costa Mesa.

This year’s intensive half-day conference and luncheon theme is “Census 2010 Changes the Landscape: PR & Marketing Strategies for a New America.”

Attendees will learn:

PRESENTERS

Sandra A. Bernardo, APR
President, Bernardo Public Relations
Founder & CEO, Diversity Media iQ

“Marketing to the New America Is Not Just About Language – Culturally Connecting with the African American Market”
The Selig Center estimates that African American buying power will rise to $1.2 trillion in 2013, translating to nearly 9% of the nation's estimated buying power. Yet, many marketers continue to struggle with investing in efforts for this viable market because they believe that since they share a common language with white, mainstream America, African Americans are assumed to share the same culture and same interests. Ms. Bernardo will present proven strategies based on her recent work managing outreach in the African American community for Transitions Optical, which includes overseeing a national sponsorship and marketing activities with the National Council of Negro Women, that should be used to leverage communication that address African-American nuances in lifestyle, language and culture. See Sandra's FULL BIO below


Stephen Chavez
President, Chavez Marketing & Communications

“Beyond the Census Numbers: A Portrait of the New America”
The U.S. Census recently reported that the Hispanic population is now the majority minority in 191 major cities across the country. The exponential growth of the population (50.5 million Hispanics counted in 2010 Census accounting for 56% of all population growth), has made it imperative for all public relations practitioners and marketers to begin thinking about communications strategies to reach this segment. 

In this session you will learn:

• Top trends in Hispanic media including traditional and online social media engagement
• The biggest opportunities for brands
• How marketers can connect with the growing population of acculturated and un-acculturated Latinos in ways that resonate and are relevant
• Case studies of corporate campaigns that are being viewed as best in class 

See Stephen's FULL BIO below


Navin Narayanan
Vice President, Strategic Services
IW Group

"The Asian American Opportunity: A Story of Exponential Growth "
The 2010 Census confirms the continued story of Asian American growth in the US. Growing at 45% there are 18.2 million persons of Asian and Pacific Islander American descent in the US. They represent the fastest growing race and ethnic segment of the US population. This community is also expected to have a purchasing power of $775 billion by 2015. Today, marketers looking for growth can no longer overlook the growth opportunity of the growing and increasingly affluent and influential Asian American audiences, especially in key areas of the US.  See Navin's FULL BIO below


Amanda Blake Secola
Editor/Publisher, Not Born Yesterday!  The Voice of Southern California Seniors
CEO/President, Senior Industry Professionals, Inc.

"Accessing Boomers and their Parents"
The 2010 Census enlightened the world with the revelation that beginning January 1, 2011 – Ten thousand Americans will turn 65 years old every day for 365 days.  Yet the face and the behaviors of these newly qualified Medicare/Social Security recipients are not the same as they were ten years ago.  Understanding the family dynamic, the psychosocial components as well as the concerns, aspirations and the discretionary dollars of this highly-sought after demographic is ‘top of mind’ for most consumer-driven organizations.  Ms. Secola will discuss how they get their information, what they are willing to try and why, what will cause a shift in activity and how they may respond to different methodologies.  See Amanda's FULL BIO below


MEDIA PANEL
The conference culminates during the chapter’s regularly scheduled monthly luncheon, with a media panel who will weigh in on Census results and what the "new portrait of America" means for businesses and organizations.

Julian Do
Director, New America Media
Southern California
Julian Do is the Southern California Director of New America Media (NAM), the country's first and largest national collaboration and advocate of 2000 ethnic news organizations.  Since 1999, Julian oversees NAM's media development program in Southern California as well as managing the Digital Divide Initiative, of which three online media networks have been created in Los Angeles (LA Beez), New Orleans (NOLA Beez), and San Jose (SJ Beez).

Ron Gonzales
Editor, Orange County Register
OC Latino Link
Ron Gonzales is an editor at The Orange County Register. He has directed news coverage throughout  Orange County, served as editor of Excelsior, the Register’s Spanish-language weekly, and has led newsroom groups that tackle diversity and Latino coverage issues in Orange County. He writes a weekly notebook about the Latino community and contributes to the Register’s recently launched OC Latino Link blog. Ron joined the The Orange County Register in 1992.  Before that, he worked at the San Jose Mercury-News and the Riverside Press-Enterprise. Ron earned his bachelor's degree at Loyola Marymount University in Los Angeles, and his master's in journalism at the University of California, Berkeley.

Amanda Blake Secola
Editor/Publisher, Not Born Yesterday!  The Voice of Southern California Seniors
Established in 1960 as the California Senior Citizen, Not Born Yesterday has evolved to stay vital 50 years later with the current media trends in the field of communications.Not Born Yesterday is an integral part of the Southern California senior landscape and have an ‘involved and responsive’ 50+ readership. 


MODERATOR: Marcie Perez
President, M Group Marketing & Public Relations
With 15 years of PR and brand marketing experience, Marcie Perez is a seasoned professional who dedicates her talents to deliver winning and impactful campaigns.  She is the President of M Group Marketing & Public Relations, a full-service, virtual marketing agency serving clients in Washington D.C., Chicago, New York and Los Angeles.  Industry expertise includes Consumer Packaged Goods; Entertainment & Media; and Food & Beverage. Career highlights include launching Splenda into the Hispanic market; serving as the national spokesperson for Marshalls and T.J. Maxx, and working with Warner Bros. Consumer Products Worldwide to develop a co-brand targeting Latina mothers.

 

This year’s special guest speaker is Rashad Al-Dabbagh who worked with the US Census Bureau as Partnership Specialist reaching out to the Arab community in Orange County and the greater Los Angeles region. Al-Dabbagh will discuss the Arab American community’s nationally acclaimed Census campaign: “Yalla! Check it right! You Ain’t White!” which attempted to get people of Arab origin to write in their true ancestry in Census 2010.

 

Al-Dabbagh and the campaign have been featured in the Orange County Register, and Newsweek to name a few. He has also appeared on several radio and TV shows including NPR, CNN, CBS, KFI, KPFK, and Al-Hurra.

Prior to his work with the Census, he was the Associated Director of Access California Services, an Anaheim-based non-profit social service organization that serves the Arab and Muslim communities. Al-Dabbagh also served as president of the Network of Arab American Professionals of Orange County in 2009. A Saudi-born American of Palestinian and Armenian descent, Al-Dabbagh holds a Master’s Degree in Political Science from California State University, Fullerton (CSUF). He is fluent in English, Arabic, and Armenian.

Date: May 19, 2011

Scott’s Seafood Restaurant

3300 Bristol Street

Costa Mesa, CA 92626

Cost:               

Members: $45 for the conference/early bird by May 17

Members: $55 after May 17 members

Non-members: $55 prior to May 17

Non-members: $65 after May 17

Students: $35

OC/PRSA Member: $30

Non-member: $45

Student: $25

After May 17, no refunds are available.

Reservations:
Please register and prepay using PayPal (credit card processing fee additional) below, or send an email to info@ocprsa.org followed by a check payment to OC/PRSA, PO Box 422, East Irvine, CA, 92650.

9:30 am to 10:00 am – Registration

10:00 to 10:20 am – Workshop 1, CASE STUDY: Hispanic and Asian markets           

10:25 to 10:45 am - Workshop 2, CASE STUDY: African American & Older Americans

10:45 – 11:00 am – Break

11:00 am – 11:45 am – Roundtable discussions

11:30 am – Registration for lunch attendees only

11:45 am – 12:30 pm – LUNCH

12:30 pm – 1:30 pm – PROGRAM

1:30 pm – PROGRAM END

“Census 2010 Changes the Landscape: PR & Marketing Strategies for a New America” is the only Southern California conference to date that addresses the implications and opportunities of diversity for public relations and marketing communications. We have an impressive line-up of experts from agencies, corporations and minority-focused media addressing strategies to reach these emerging markets.  As in the past six conferences, this event promises to continue to generate a great deal of attention, and we encourage you to become a sponsor in this important event. 

For additional sponsorship information, please contact:

Corin Ramos, APR

714-865-4147

RELATED LINKS:

"50 Million And Growing: Why It’s Time For Businesses To Pay Attention to Hispanics" - Forbes, April 11, 2011

"Census 2010: Did Blacks Fill It Out?" - BlackVoiceNews.com, April 11, 2011

"Answers To Census' Race Question Changes Over Time" - NPR, March 30, 2011

"Arab-American Census Activists Say 'Check It Right'" - NPR, March 29, 2011

"What We Learned: Four Census Takeaways" - National Journal, March 24, 2011

"Older suburbs are turning gray as median age levels increase" - Star Telegram, March 23, 2011

PRESENTER BIOS

Sandra A. Bernardo is a nationally recognized communications professional with more than 12 years of experience in Multicultural/Diversity public relations and mass market outreach. In her career, she has conducted multicultural campaigns for notable brands such as Johnson & Johnson, Lactaid Milk, Marshalls, and Splenda and organizations such as the American Cancer Society, US Food and Drug Administration and Centers for Disease Control and Prevention.

Prior to launching Bernardo Public Relations in 2007, Sandra spent several years as an agency executive and last held the position of vice president for Euro RSCG Magnet, a national public relations firm. Sandra is also the founder of Diversity Media iQ, an online resource for communications professionals to connect with journalists from ethnic and niche media organizations.  Sandra has received more than 15 industry awards in the past several years for her professional work, and is currently a part-time faculty member at California State University, Long Beach and has taught at UCLA Extension. She has her Accreditation from the Public Relations Society of America and a Certificate in Marketing from UC Irvine as well as a Bachelor of Arts degree from UCLA.

Stephen Chavez has spent more than 20 years spearheading strategic communications on behalf of major U.S. brands, non-profits and government agencies, including Washington Mutual, Verizon, Chase Card Services, and National CASA to name a few. His commitment to developing solid strategies that translate into results for his clients have garnered a number of industry awards, including a Silver Anvil from the Public Relations Society of America. Prior to opening his own consulting firm, Stephen served as Vice President for Ketchum, one of world’s largest public relations agencies.  Over the years, Stephen has supported a wide range of industries and categories, such as financial services, consumer products, food & beverage, telecommunications, media and entertainment. He has held senior level positions at the following agencies: Edelman, Orcí, VPE, and MS&L.

Before entering the field of PR, Stephen worked as a general assignment reporter for The Los Angeles Times and The Morning Call daily newspapers. He guest lectures and speaks at national conferences on community relations, social media strategies and multicultural marketing. Just as he counsels clients, Stephen believes it’s important to be actively involved in the community. Stephen is past-president of the Hispanic Public Relations Association and serves on the senior advisory council as chair of national chapters. He is board member for the Public Relations Society of America, Los Angeles Chapter.  Currently, he sits on the communications committee for the Latino Equality Alliance, board member of the Mariachi USA Foundation, a member of CCNMA: Latino Journalists of California and National Association of Hispanic Journalists.  Stephen earned his bachelor degree in journalism at the University of La Verne. 

Navin Narayanan With fourteen years of experience in advertising, market research and public relations experience in India and the U.S., Navin Narayanan has helped many leading corporations, government entities and non-profit organizations develop results-driven communications and marketing campaigns targeting the Asian and Pacific-American (APA) communities throughout the United States. His work has led to significant results in reaching various APA segments for diverse product and service categories including health care, quick-service restaurants, banking and financial services, automobiles and pharmaceuticals, among others. Navin is the lead planner for all key agency accounts at IW Group and has led the strategy for the creation of multimedia campaigns for Coca-Cola, Chrysler, Anthem Blue Cross, Farmers Group, GlaxoSmithKline, MetLife, McDonald's, Nissan, the 2010 Census, Wal-Mart Stores, Warner Bros and many others. A recognized expert on Asian American markets and consumers, Navin is a regular speaker and panelist at many industry conferences including the Association of National Advertisers (ANA), the Advertising Research Foundation (ARF), the Asian American Advertising Federation (3AF) and South Asians in Media, Marketing and Entertainment Association (SAMMA). Navin has also been a guest speaker on classes in multicultural advertising and research at the University of Southern California (USC), and the University of California at Riverside (UCR). Born and raised in India, Navin speaks fluent Hindi, Marathi, Tamil and Malayalam. He holds a Bachelor’s Degree in Computer Science & Engineering from the University of Calicut, an MBA in Advertising and Communications from NMIMS Mumbai, and an M.S. in Advertising from the University of Illinois.

Amanda Blake Secola has been focused on the mature adult marketplace for the past ten years and has worked within non-profits providing senior services for eighteen years.  Amanda’s career has included comprehensive marketing and public relations work within diverse industries for clients such as Bayer Corporation, Pfizer, Renaissance, Vintage and Sunrise Senior Living.  In each vertical or niche market, client profiling would include cultural norms, behavior projections, response analytics and outcomes.  Secola established Senior Industry Professionals, Inc. in 2008 and became publisher for the 50+ publication Not Born Yesterday!, in 2009.  She holds a Bachelor of Science degree from Biola University, is a certified RCFE administrator and an instructor for Assisted Living Education.

Register for the Full Conference (Early Bird Rate!)

Member $46.00 Non-Member $56.00 Student $36.00

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Register for the Luncheon Only

Member $31.00 Non-Member $46.00 Student $26.00

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