In its fourth year, the Relationship & Information Series for Entrepreneurs (RISE) conference organized its first Multicultural Entrepreneurs Series. Cultural Strategies was tasked with developing this series with a multicultural approach. They engaged over 56 distinguished speakers and presenters from diverse backgrounds across Hispanic/Latino, African-American, Asian, and Middle Eastern communities. The series attracted media attention and opened doors to new perspectives and markets for RISE attendees.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. latino marketing & communications