2010 RISE Global Multicultural Series Case Study

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2010 RISE Global Multicultural Series developed by Cultural Strategies.

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2010 RISE Global Multicultural Series Case Study

  1. 1. latino marketing & communications Multicultural Engagement Case Study Prepared for O’REILLY Conferences 1105 North Lamar Austin, Texas 78703 v/f (512) 501-4971 site: www.cultural-strategies.com blog: www.hispanictrending.net
  2. 2. 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.
  3. 3. culturalstrategies: Our Support You want to grow, in market share and influence. Influence is proportional to relevance. We create vehicles and opportunities that allow our client’s voice to be heard in the right spaces. Your company craves connections. 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. Creativity in context distinguishes you. Communicating ideas should appeal to artistic senses without confounding the purpose. We craft our client’s messages and engineer their transmission through uncluttered environments.
  4. 4. culturalstrategies: Representative Clients Adelante Solutions Inc. / City of Austin: Hispanic Quality of Life Initiative Sectors Served AsisteMed Business •  Financial Services BiGAUSTIN •  Quick Serve Restaurants •  Consumer Products Hispanic Communications Network •  Media Governmental Lance Armstrong Foundation •  Education •  Arts & Culture MPower Labs / RISE 2009 •  Community Involvement •  Economic Development RLBFT Roy Lozano’s Ballet Folklórico de Texas •  Healthcare Staats Falkenberg Nonprofit •  Business •  Arts & Culture Texas Association of Mexican American Chambers of Commerce (TAMACC) •  Faith-based •  Environmental Texas State Low Cost Insurance Integrated Partner United Way Capital Area / Vivir Unidos / Bank On
  5. 5. culturalstrategies: Team & Capabilities Sebastian Puente Juan Tornoe Armando Rayo Flor Longarini President Chief Marketing Officer Vice President Strategic Planning Engagement Consultant Marketing & Advertising Engagement Web / Social Media •  Research & Insights •  Research & Assessment •  Platform Development •  Messaging •  Community Relations •  Strategy & Implementation •  Media Planning •  Reporting & Counsel •  Campaign Management •  Custom Publishing •  Earned Media Placement •  Analytics Reporting •  Market Development •  Stakeholder Outreach •  SEO & SEM
  6. 6. culturalstrategies: Multicultural Engagement Case Study RISE  2010  Mul/cultural  Entrepreneurs  Series   “The  diversity  in  ethnici/es  as  well  as  in  professional  background  fostered   an  enriched  learning  opportunity  for  the  Aus/n  community.”    
  7. 7. culturalstrategies: Multicultural Engagement Case Study •  RISE  –  a  Rela*onship  &  Informa*on  Series  for  Entrepreneurs  –  is  an  annual   In its  conference  series  dedicated  Relationship &forum  for  entrepreneurs  tfor fourth year, RISE – a to  providing  a  free   Information Series o   Entrepreneurs –xchange  ideas  that  inspire  the  entrepreneurial  spirit.   connect  and  e is an annual conference series dedicatedatoniquely  Aus*n  counterpart  to  the   •  RISE  was  launched  in  2007  as    u providing a free forum for Kauffman  Founda*on’s  first  “Entrepreneurship  Week  USA,”  conceived  by   entrepreneurs to connect and Roy  and  Bertrand  Sosa,  co-­‐founders  of  NetSpend  and  the  MPOWER  Group.   exchangeits  incep*on,  Rinspire njoyed  rapid  annual  growth,  fueled  by  the   by •  Since   ideas that ISE  has  e the entrepreneurial spirit. Created brothers Roy energy  of  Aus*n’s  entrepreneurs.  In  2009,  1,600  entrepreneurs   incredible   and Bertrand Sosa a[ended  122  RISE  sis a programranged  from  Jo’s  Coffee  and  FINO,  tan in 2007, RISE essions.  Venues   of MPOWER Foundation, o   operatingoardrooms  of  Enspire  Learning  and  GSD&M  Idea  City,  to  the   the  b philanthropic foundation affiliatedAwithSMPOWER Ventures and MPOWER Labs. classrooms  of  the   cton   chool  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.  
  8. 8. culturalstrategies: Multicultural Engagement Case Study Past  speakers  include:     • Roy  Spence,  CEO  of  GSD&M  Idea  City:  It’s  Not  What  You  Sell,  It’s  What  You  Stand   In its fourth year, RISE – a Relationship & Information Series for For   Entrepreneurs – EO  of  Whole  Foods  Market:  Passion  &  Purpose:  The  Power  of   •  John  Mackey,  C is an annual Conscious  Capitalism   conference series dedicated to providing a free forum for •  Elizabeth  Avellan,  co-­‐owner  and  president  of  Troublemaker  Studios:  Local  to   entrepreneurs to Media  &  Filmmaking   Global:  Modern   connect and exchangeWood,  CEO  of  vcfo,  Inc.  :  There  Is  No  Parachute:  And  Other  Lessons   •  Ellen   ideas that inspire the entrepreneurial spirit. Created by brothers Roy and Bertrand Entrepreneurs  Learn  Aeer  Take-­‐off   Sosa in 2007, RISE fis a program f  Sweet  Leaf  Tea:  Don't  Rock  the  Boat:  Push   •  Clayton  Christopher,   ounder  and  CEO  o of MPOWER Foundation, an It,  Pull  It  and  Turn  it  Upside  Down   operating philanthropic •  Philip  Berber,  founder  of  CyBerCorp  and  chairman  of  A  Glimmer  of  Hope   foundation affiliatedntrepreneur  to  Social  Entrepreneur   and MPOWER Labs. Founda*on:  From  E with MPOWER Ventures •  Manoj  Sexena,  IBM,  VP  and  Global  Solu*ons  Leader:  The  First  2  Years:  From  Ideas   to  a  Funded,  Viable  Start-­‐up  
  9. 9. culturalstrategies: Multicultural Engagement Case Study •  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   In its fourth year, RISE – a Relationship & Information Series for mul*cultural  approach  to  develop  &  organize  the  inaugural   Entrepreneurs – is an annual RISE  Mul*cultural  Entrepreneurs  Series.  In  behalf  of  RISE,   conference series dedicated to providing a free forum for Rayo  engaged  and  recruited  session  hosts    from  the  Hispanic/ entrepreneurs to connect and La*no,  African-­‐American,  Asian  &  Middle  Eastern   exchange ideas that inspire the entrepreneurial spirit. Created by communi*es.     brothers Roy and Bertrand Sosa in 2007, RISE is a program of MPOWER Foundation, an operating philanthropic brought  together  over  56  dis*nguished   •  Outcome:  Our  efforts   foundation affiliated with MPOWER ariety  of  backgrounds  and   Labs. speakers  and  presenters  from  a  v Ventures and MPOWER disciplines,  a[racted  media  a[en*on  and  opened  doors  to   new  perspec*ves  and  markets.  
  10. 10. culturalstrategies: Multicultural Engagement Case Study 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  
  11. 11. culturalstrategies: Multicultural Engagement Case Study 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  
  12. 12. culturalstrategies: Multicultural Engagement Case Study African-­‐American  Entrepreneurs  Series   •  Eight  Sessions  ranging  from  branding,  social      media,  cause-­‐marke*ng  and  business      development   •  Featured  Sessions:   •  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  
  13. 13. culturalstrategies: Multicultural Engagement Case Study Asian  Entrepreneurs  Series   •  Eight  Sessions  ranging  from  entrepreneurship,  innova*on    and  social  media     •  Collaborated  with  Asian  and  South  Asian  organiza*ons      and  networks   •  Featured  Sessions:   •  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  
  14. 14. culturalstrategies: Multicultural Engagement Case Study •  Mul/cultural  Engagement,  developed  by  Cultural   Strategies,  is  an  inclusive  and  culturally  relevant   approach  that  resonates  with  a  mul*cultural   In its fourth year, RISE – a Relationship & Information Series for America;  it  is  an  authen*c  engagement  strategy  that   Entrepreneurs – is an annual conferencenly  reaches  diverse  popula*ons  but  creates   not  o series dedicated to providing a free forum for entrepreneurs to uilds  advocates  for  people  and   trust  and  b connect and organiza*ons.     exchange ideas that inspire the entrepreneurial spirit. Created by brothers Roy and Bertrand Sosa in 2007, RISE is a program of MPOWER Foundation, an •  Fore  more  informa*on,  please  contact  Mando  Rayo,   operating philanthropic foundationngagement  at  Cultural  SVentures and MPOWER Labs. VP,  E affiliated with MPOWER trategies  at   arayo@cultural-­‐strategies.com  or  512-­‐785-­‐0447.  
  15. 15. latino marketing & communications

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