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The CCMCA WEBINAR: The Brand Cross-Cultural Index(BCCI) Powered by BrandZ

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The CCMCA: A Total Market Industry Association partnered with WPP’s Millward Brown and Ogilvy & Mather for the release of the industry’s first syndicated tool for understanding a brand’s value across …

The CCMCA: A Total Market Industry Association partnered with WPP’s Millward Brown and Ogilvy & Mather for the release of the industry’s first syndicated tool for understanding a brand’s value across racial or ethnic segments. 



The Brand Cross-Cultural Index (BCCI), powered by BrandZ™, the world’s largest brand equity database, assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers. 

David Burgos from Millward Brown and Jeffrey Bowman (Founder and Chairman The CCMCA) reported on three categories within the tool: Food - Quick Service Restaurants (QSR), Financial Services - Retail Banking and Beverage - Beer. 



Because of the demand from the November presentation, The CCMCA featured the great work in January's agenda. The webinar was for members and non-members of the Association.

The CCMCA: A Total Market Industry Association is the go-to association for total market and cross-cultural marketing education, training and total market enterprise (TME) certification. 

 If you have any questions, please do not hesitate to email us at contact@theccmca.org.

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  • 1. THE CCMCA: A TOTAL MARKET INDUSTRY ASSOCIATION JANUARY EDUCATION WEBINAR JANUARY 22ND, 2014 © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA
  • 2. WHY ARE WE HERE? ASSOCIATION OVERVIEW 1200-1220 BCCI PRESENTATION 1220-1240 QUESTIONS + ANSWERS 1240-1255 NEXT STEPS 1255-100 TM   © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 2
  • 3. SPEAKING TODAY Jeffrey L. Bowman David Burgos Hortensia Aldana The CCMCA www.theccmca.org Founder and Chairman jeffrey.bowman@theccmca.org @jeffreylbowman VP of Cultural Strategy Millward Brown david.burgos@millwardbrown.com @DavidBurgosatMB +1 (630) 955-8933 Director of Cultural Strategy Millward Brown Hortensia.Aldana@millwardbrown.com +1 (630) 955-8668 Ogilvy & Mather Sr. Partner, Managing Director Jeffrey.bowman@ogilvy.com @ogilvyccp © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA TM   3
  • 4. WHY ARE WE HERE? ASSOCIATION OVERVIEW 1200-1220 BCCI PRESENTATION 1220-1240 QUESTIONS + ANSWERS 1240-1255 NEXT STEPS 1255-100 TM   © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 4
  • 5. ABOUT US Founded in January 2013, the Cross-Cultural Marketing & Communications Association (The CCMCA) is the first global member driven (501 (C) (6)) organization, focused on helping members build a total market enterprise™ TME organization and cross-cultural awareness, thought leadership and activation 85 MEMBERS Membership Type (DEC 2013) Founder/President/CEO Chief Marketing Officer (CMO) Chief Operating Officer (COO) Chief Talent Officer (CTO) Chief Diversity Officer (CDO) SVP/VP of Marketing Head of Retail Brand Marketers Agency Leadership Media Leadership Research Leadership Creative Directors Education Leaders (Administrators & Professor) Shopper Marketing © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA Global Regions United States Mexico Australia Industry Representation Technology Beverage Agency News Services Media Research Financial Services 5
  • 6. ABOUT US BOARD OF ADVISORS © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA FOUNDING PARTNERS 6
  • 7. 2013 LAUNCH SUMMARY OBJECTIVE •  Build “total market” and cross-cultural industry awareness, education and engagement •  Obtain founding partners (4) and members (60) focused on building the Association foundation and 2014 education and programming STRATEGY 1.  Develop the Cross-Cultural Marketing and Communications Association branding, positioning and messaging focused on the new marketplace 2.  Secure founding partners and members aligned with the mission and purpose 3.  Secure both paid/earned media and email channels to build awareness and engagement RESULTS DESCRIPTION RESULTS (JULY – OCT) MEMBERS 85 FOUNDING PARTNERS 7 WEBSITE 1.7K VISITS EMAIL 24 CAMPAIGNS AND 17K IMPRESSIONS PRINT 556.2K IMPRESSIONS PUBLIC RELATIONS (NY TIMES) 29MM IMPRESSIONS PUBLIC RELATIONS (NEWSWIRE) 17.3MM IMPRESSIONS SOCIAL MEDIA 84.5K IMPRESSIONS TOTAL MEDIA VALUE: 46,959MM IMPRESSIONS © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 7
  • 8. ORGANIZATION STRUCTURE – LAUNCH PHASE •  •  •  Volunteers, advisors and paid contractors led the Association since the beginning (Jan 2013 – Sept. 2013) Phase 2 – Build Phase focused on establishing the foundation with members and paid contractors (Oct. 2013 – June 2014) Phase 3 – Scale Phase focused on hiring the right staff for building expanding members services and engagement (July 2014) LAUNCH PHASE BUILD PHASE SCALE PHASE MAR. – SEPT. 2013 DEC. 2013 – JUNE 2014 JULY 2014 FOUNDER PROJECT MANAGER FOUNDER PROJECT MANAGER CONTRACTORS (3) GOVERNANCE VOLUNTEERS (8) EDUCATION PROGRAMMING MEMBERSHIP CONTENT PARTNERSHIP © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA EXECUTIVE DIRECTOR ADMIN ASSISTANT DEVELOPMENT DIRECTOR PROGRAM DIRECTOR EDUCATION DIRECTOR TM   CONTENT + PUBLISHING DIRECTOR 8
  • 9. ORGANIZATION STRUCTURE – BUILD PHASE •  •  •  Volunteers, advisors and paid contractors led the Association since the beginning (Jan 2013 – Sept. 2013) Phase 2 – Build Phase focused on establishing the foundation with members and paid contractors (Oct. 2013 – June 2014) Phase 3 – Scale Phase focused on hiring the right staff for building expanding members services and engagement (July 2014) BUILD PHASE SCALE PHASE DEC. 2013 – JUNE 2014 JULY 2014 FOUNDER PROJECT MANAGER GOVERNANCE EDUCATION PROGRAMMING MEMBERSHIP CONTENT PARTNERSHIP © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA EXECUTIVE DIRECTOR ADMIN ASSISTANT DEVELOPMENT DIRECTOR PROGRAM DIRECTOR EDUCATION DIRECTOR TM   CONTENT + PUBLISHING DIRECTOR 9
  • 10. THE PROBLEM AND THE SOLUTION 1900 - 2000 THE PROBLEM US DEVELOPMENT ERAS INDUSTRIAL ERA BRAND ERA INFORMATION ERA BENEFITS 1.  Scale 2.  Awareness 3.  Education 4.  Training 5.  Certification © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 10
  • 11. THE PROBLEM AND THE SOLUTION 1900 - 2000 2000- FUTURE THE PROBLEM THE OPPORTUNITY US DEVELOPMENT ERAS BRAND ERA INFORMATION ERA DIGITAL ERA $1T-$2T CUSTOMERS INDUSTRIAL ERA ERAS MULTICULTURAL MARKET TOTAL MARKET INDUSTRY GENERAL MARKET © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA BENEFITS 1.  Scale 2.  Awareness 3.  Education 4.  Training 5.  Certification 11
  • 12. Y0(2013) ASSESSMENT AND IMPLICATIONS Y0 LEARNINGS IMPLICATIONS 1 Understanding of Total Market and CrossCultural meaning Provide clarity to the marketplace intended audience on the definition and enterprise implications 2 Perceived threat to US marketing associations 3 Buy-In from multicultural service and product providers Strengthen effort to partner with US and expand reach to global associations (i.e. 4A’s, ANA, etc.) 4 No clear target audience, value proposition of The CCMCA © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA Outreach efforts for more inclusive membership and benefits to becoming a member Identify positioning and communications platform that addresses barriers to joining 12
  • 13. 2014 BUSINESS OBJECTIVE + STRATEGY OBJECTIVE 1.  Increase membership and partners by the end of 2014 2.  Increase awareness and education of the Total Market(TM) and Total Market Enterprise™(TME) definition 3.  Increase awareness and drive engagement of target and target influencers for The CCMCA: A Total Market Industry Association STRATEGY 1.  Develop communications platform and media recommendation for the The CCCMA, TM and TME 2.  Drive emotional connection and education of the Total Market value proposition at the Enterprise level and globally through digital channels and events 3.  Leverage thought leadership and scale of Partners and The Association © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 13
  • 14. THE ASSOCIATION VALUE PROPOSITION •  The CCMCA focus is building brand value and Total Market Enterprise™ (TME) transformation •  Key areas of value for members and the industry are Innovation and Thought Leadership, Total Market Content Hub and Education Technology (EdTech) INCREASE BRAND VALUE + TME™ TRANSFORMATION     INNOVATION + THOUGHT LEADERSHIP TOTAL MARKET HUB © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA EDUCATION TECH (EDTECH) 14
  • 15. 2014 KEY BRAND INITIATIVES THE BRAND TIMING: MARCH 2014 2014 BRAND LAUNCH •  Hub for Member Engagement with Member Driven (i.e. case studies, content aggregator, Total Market news) •  Fast Company Meets Harvard Business Review and PSFK •  Content and Thought Leadership Destination •  Focus areas: Enterprise Strategy, Organization Design + Partnerships, Experience and Engagement and Big Data + Effectiveness TM C-SUITE IDEAS & AWARDS LUNCHEON THE PUBLICATION THE LAB TIMING: APRIL 2014 LUNCHEON AND PUBLICATION TIMING: JULY2014 AMD SEPT 2014 TOTAL MARKET C-SUITE IDEAS AND AWARDS LUNCHEON •  Award Category Leaders Based on Ranking, Total Market Power Score and Work (Enterprise, Customer and Leadership) •  Learning, Knowledge Sharing and Publishing JULY 2014 2ND ANNUAL TOTAL MARKET SUMMIT •  Total Market Enterprise Certification •  TME Assessment © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA THE LAB – SEPT 2014 •  TME Curriculum •  Training and Education 15
  • 16. 2014 PROGRAM CALENDAR 2014 DESCRIPTION J F M A M J J A S O N D THE BRAND PUBLIC RELATIONS AND SOCIAL MEDIA (I.E. TWITTER, FACEBOOK, LINKEDIN, ETC.) THE CCMCA: C-SUITE TOTAL MARKET IDEAS AND AWARDS LUNCHEON BUSINSS AND STRATEGY PUBLICATION THE CCMCA: 2ND ANNUAL TOTAL MARKET SUMMIT THE LAB - CLASSES AND CERTIFICATION © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 16
  • 17. WHY ARE WE HERE? ASSOCIATION OVERVIEW 1200-1220 BCCI PRESENTATION 1220-1240 QUESTIONS + ANSWERS 1240-1255 NEXT STEPS 1255-100 TM   © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 17
  • 18. WHY ARE WE HERE? ASSOCIATION OVERVIEW 1200-1220 BCCI PRESENTATION 1220-1240 QUESTIONS + ANSWERS 1240-1255 NEXT STEPS 1255-100 TM   © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 18
  • 19. WHY ARE WE HERE? ASSOCIATION OVERVIEW 1200-1220 BCCI PRESENTATION 1220-1240 QUESTIONS + ANSWERS 1240-1255 NEXT STEPS 1255-100 TM   © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 19
  • 20. JOIN OR BECOME A PARTNER TODAY MEMBER AND PARTNER BENEFITS 1.  Education, Training and Certification 2.  Innovation and Industry Thought Leadership 3.  Grow Your Business CONTACT US Lauren Taggert Manager of Member Engagement lauren.taggert@theccmca.org Twitter: @theccmca Web: www.theccmca.org © 2014 THE CCMCA CONFIDENTIAL & NOT TO BE SHARED WITHOUT WRITTEN PERMISSION OF THE CCMCA 20