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2013-‐2014 Club Achievement – Diversity and Multicultural initiatives Austin Advertising Federation Submitted by Laura Hernandez, VP Diversity; Mando Rayo, HMS Chair; Scott Van Osdol, Former President and Club Achievement Chair; Marc Eisenberg, Director of Operations Overview: The City of Austin has an increasingly diverse population. It has now crossed the threshold of becoming a Majority-‐Minority city. Put another way, no ethnic or demographic
group exists as a majority of the city’s population. The city’s Anglo share of total population has
dropped below 50%. The Hispanic share is 35% and growing rapidly. African American
population is growing, but more slowly, and the population share has fallen to 8%, below the
statewide share of nearly 12%. The Asian share of 6.5% is growing rapidly. (Source: City of Austin
and US Census) Exhibit 1.1: Austin Ethnicity forecast
With a progressive political culture, Austin has a long tradition of supporting
opportunity for racial minorities, women, and the lesbian and gay community. That said, the
Austin advertising industry still retains vestiges of its historic character as a primarily white, male
industry. Our challenge is to create programs and initiatives to expand our industry’s diversity
and to speak with our diverse populations and constituencies using media that reaches and
ideas that resonate.
Goals:
1. Produce a series of Diversity programs targeting multiple constituencies and topics of
concern to the advertising community.
2. Produce the 4th annual Hispanic Marketing Symposium, building on the success of
previous programs in attracting Hispanic marketers outside our usual general-‐market
agency audience.
3. Support Student Advertising Education by working with E4 Youth, a non-‐profit exposing
at-‐risk high school students to advertising and media career paths.
4. Continue support for Hill Country Ride for AIDS and the LGBT community
Project 1: Produce series of Diversity programs targeting multiple constituencies and topics of
concern to the advertising community
Target Audience: Ad Fed members, potential members, advertising community
Strategy: For many years the Ad Fed has promoted Diversity largely around issues of race and
sexual orientation/AIDS. Given the success of these programs, the Diversity Committee felt it
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was time to expand the range of topics addressed to include Asian, LGBT, Disabled, and
healthcare-‐focused communities.
Execution: The new VP Diversity Laura Hernandez is the executive director of multicultural
marketing at AT&T. With this background she has a wealth of diverse contacts. She began her
term by reaching out to those contacts, soliciting ideas for Diversity topics. The first program
shows the breadth of her network. It features Intertrend Communications (Long Beach, CA) CEO
Julie Huang speaking on “Playing the Game of Life – Asian Style”. (Exhibit 2.1 Game of Life
Asian Style email)
Other programs in development include:
• March 2014: LGBT, sponsored by Intertrend Communications
• April 2014: Hispanic Marketing Symposium, 4th annual, see details below
• June 2014: Disability, Carmen Jones, Founder, Solutions Marketing Group; Director,
Office of Small and Disadvantaged Business Utilization, U.S. Department of Agriculture,
Washington D.C.
• October 2014: African Americans in Advertising, hosted by senior staff at
Sanders\Wingo, the largest African-‐American-‐owned agency in Texas
• Fall 2014: The Environment and Sustainable Advertising with EnviroMedia, a leading
public interest agency based in Austin
One of the most unique features of this innovative program series is the fact that most of the
luncheons will offer free admission to Ad Fed members and non-‐members, thanks to
sponsorship support from the presenting agency and AT&T. The luncheons will take place in an
unusual and attractive venue, Austin’s homegrown movie theater/restaurant chain, Alamo Draft
House. We have hosted several very successful programs at the Alamo, and know our audience
likes the venue.
Results: The first program takes place February 27, 2014 (one day before Club Achievement
deadline), so results will be included in next year’s reports. We feel confident that the
community will respond well to the program series, much broader and more insightful than any
undertaken in Austin Ad Fed history.
Project 2: Produce Hispanic Marketing Symposium, April 2014
We plan for the 4th annual Hispanic Marketing Symposium (HMS) to build on the success of
earlier events that attracted as many as 500 Hispanic marketers outside our usual general-‐
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market agency audience. The half-‐day conference brings together industry leaders, trendsetters
and influencers to create a deeper understanding of the Bicultural Latino experience.
Goals:
• To create understanding of the Bicultural Latino Experience
• To reach beyond our traditional agency audience
• To provide insight into the Hispanic market for general market agencies
• To develop greater cultural awareness and increased sophistication when marketing to
Hispanics
• To build personal and professional relationships with the primarily Hispanic volunteers and
firms who will produce the event
• To partner with Ad2ATX, our 32 and under professional chapter, and other leading Austin
agencies with good Hispanic practice
Target Audience: Hispanic media, Hispanic and general-‐market ad agencies, marketing firms,
MARCOM managers, agency account execs, media planners, marketing professionals, and
students.
Strategy: Planning for HMS 2014 is underway. The following reports on strategy, execution, and
results from the April 2013 symposium.
Mando Rayo was recruited to serve as the Chair, to develop the strategy for the 2013
symposium, branded “#HMSATX”. With the help of a team of talented Latino marketing pros we
developed the theme: STATE OF MIND: UNDERSTANDING THE LATINO EXPERIENCE
Whether you feel it in the music, food, or at home – the experience of being Latino cannot be
captured in a pie graph or focus group. The experience—the nuggets—is lived in English, in
Spanish, online, at work, in colors, in flavors that together create endless ways to define what it
means to be Latino – there isn’t one answer or simple scenario. Embracing the Latino state of
mind as a marketer is key in 2013 and it is where connections are truly made.
Execution: The team worked with partners and professionals in the multicultural advertising
market to execute event.
• Opening Keynote: The Latino State of Mind – Technology, Race and Music, Lonnie Limon,
President of Inspire! based in Dallas, Texas.
• Closing Keynote: Meet Hispanic Millenials, Chiqui Cartagena, VP of Corporate Marketing for
Univision Communications, Inc., New York, Author of “Latino Boom II: Catch the Biggest
Demographic Wave Since the Baby Boom”
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#HMSATX speakers provided strategies, trends and ideas from marketing, advertising, business
and nonprofit professionals that inspired attendees to better connect with Bicultural Latinos –
Twitter feeds and all. Workshops and speakers included the following:
• The Plus Identity: Shifting Paradigms and the Future of Latino Culture in the U.S. with Juan
Mantilla, LatinWorks
• Long Live Apps: The Death of the Desktop with Magaly Chocano, Swebapps
• 5 Technologies You Should Know About in 2013 with Omar Gallaga, Austin American
Statesman
• Latino Loyalty on the Move with Becky Arreaga, Mercury Mambo; Danielle Tate, Batanga;
David Gill, The Nielsen Group; Gregory Wester, Mobile Posse and Mario X. Carrasco,
ThinkNow Research
• Language or Lifestyle? Or all of the Above? with Raul Esquer-‐Tecate/Indio Brand Team,
Jaime Andrade & Jose Sauté – iNSPIRE!
• How Latinos are influencing the Mainstream with Roberto Saucedo, Diets
• How Brands and Media are Creating Hispanic Stories Online with Matt Reyes & Roberto
Hernandez, LatinWorks
• Musical y Latinos at SXSW with Alicia Zertuche, SXSW Music Festival
• Blogging with Cultural with Juan Alanis, Juan of Words
• The Business of Social – How Texas companies Utilize Social Media with Gabriel Rodriguez,
Time Warner Cable Business Class and Andy Martinez, Greater Austin Hispanic Chamber of
Commerce
• Latinos in Media: The portrayals of Latinos in the General Market with Dr. Federico
Subservice, Texas State University
• Mi Cultural Digital: Making the Cultural Connection Beyond Language with Gretel Pereira, Q
Communications Group
Location: The venue for #HMSATX had to be non-‐traditional—away from stuffy hotel
conference rooms. HMSATX was hosted at the new Blanton Museum of Art in the University of
Texas at Austin campus. We utilized the space as a way to reflect and think creatively about the
Hispanic market.
Panels: We wanted a mix of panels for the event. We had space with different formats from the
big auditorium size to the small “nook” areas that were intimate enough to ask meaningful
questions and develop relationships.
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Giveaways: We had some great prizes for our attendees including SXSW Interactive Festival
passes, HEB gift cards and an Ipad.
After-‐Party: All Latino events need after-‐parties! We hosted an after-‐party sponsored by
Mellissa Tacos, Don Julio Tequila and Indio Beer. We tweeted, we posted, we photo-‐boothed,
we had a good time!
Method of Promotion: Direct mail and HTML Email to 3,500 Ad Fed list, email to other sponsor
organization lists; print inserts and story placement coordinated with co-‐producers/sponsors
Austin American Statesman/Ahora Si and Univision TV; posting to media industry calendars; a
stand-‐alone website linked to sponsor sites; social media including Facebook and Twitter;
promotion to student ad clubs by offering volunteer opportunities.
Feedback mechanism: As in years past, we developed an online survey tool and sent it out to
attendees via our newsletter.
Results/Key Outcomes:
• Developed the strategy for the 2013 Hispanic Marketing Symposium
• Engaged 14 Latino marketing influencers and thought leaders as speakers for the event
• Recruited more than 200 attendees and sponsors for #HMSATX
• Exceeded sponsorship goals
Twelve speakers, two keynotes and over 200 influencers and leaders attended #HMSATX. Top
industry leaders participated to deepen their understanding of the Latino experience including
Univision Corp., LatinWorks, Diets, iNSPIRE!, Batanga Media, Mercury Mambo, Indio and Tecate
Beer, Nielson Group and Don Julio Tequila, among others. Sponsors included H-‐E-‐B grocery,
Wells Fargo Bank, Univision, Time Warner Cable, KLRU-‐TV, PBS Austin, LatinWorks, Hahn Public
Communications, Austin Chamber of Commerce and UT Division of Diversity and Community
Engagement.
After meeting our sponsorship goals, we were proud to donate $1,000 to the Hispanic
Scholarship Consortium, our nonprofit partner for #HMSATX. The scholarship goes to a student
in the advertising program.
Project 3: Make E4 Youth the signature cause of Austin’s creative class
Long-‐time Ad Fed professional and personal networks led to the beginning of a strategy
promoting E4 Youth as the “pro-‐bono client of choice” for the Austin advertising community.
Goals: Leverage existing Ad Fed relationships to provide marketing and creative support to
client.
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Target Audience: Ad Fed members, Austin advertising community
Strategy: The Ad Fed has long supported E4 Youth (www.e4youth.org)—a successful program
working with minority and at-‐risk Austin high school students exploring advertising and media as
career paths. Directed by former Ad Fed VP Diversity Carl Settles, E4 Youth works with
community partners to provide curriculum, intensive workshops, resume/portfolio building and
internship opportunities to creative youth ages 16 -‐ 22. Curriculum and workshops focus on
team building, critical thinking, media literacy and content creation skills that help students earn
access to industry related events such as the annual SXSW Film and Interactive Festival and
produce media about their experiences. E4 Youth board members include principals and senior
leadership from several of Austin’s leading ad agencies as well as the Vendor Partner/Diversity
Director and HR Manager from Austin’s largest agency, GSD&M. Several of these board
members previously served in leadership positions on the Ad Fed board, one as president.
This year the E4Y board began discussions focused on making E4Y the “go-‐to” non-‐profit
of choice for the Austin Ad Community. In response, several Ad Fed board members and VPs
have begun working with E4 Youth. To date the most important initiative is E4Y’s presence at
the ADDY Awards.
E4 Youth showcased at the ADDY Awards
Goals: Promote E4 Youth at the ADDY Awards and elevate the ADDY mission by exposing guests
to worthy pro-‐bono opportunities. (Exhibit 2.1 E4 Youth Facebook page, photo onstage at
Austin City Limits Live before the ADDYS)
Audience: ADDY guests, Ad Fed members and potential members, employers needing interns
Strategy: Work with E4 Youth director and two Gold ADDY sponsors as they donate their
sponsorship benefits to E4 Youth.
Execution/Tactics: Each year the Austin ADDYs features one of our educational or public-‐
service clients as a way to elevate the ADDYs to something more than “just an awards show”.
For the third consecutive year ADDY Production Team members worked with ad agency
McGarrah Jessee as they donated the benefits of a Gold ADDY sponsorship to E4 Youth. This
year they were joined by Austin’s largest African-‐American-‐owned agency, Sanders\Wingo.
Together, these leading creative shops designed a striking campaign that was rolled out at the
February 16th ADDY Awards Show.
Media/Materials Used: The central component of this year’s plan was a NPR StoryCorps-‐style
booth with E4Y students filming interviews with ADDY guests talking about their favorite
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subject—themselves. Questions included, “How did you find out your job existed? How did you
grow your talent? Who helped you along the way?”
Leaders at both sponsoring agencies took the ADDY stage to unveil the campaign brand
message, “Claim Our Own”, explain E4Y’s mission, encourage guests to visit the interview booth,
and to contact E4Y when hiring interns. Mentors from both agencies guided students during the
show, introducing them to guests. (Exhibit 3.0 E4Y FB photos ADDYs) The campaign posters
filled a large screen at the video booth. Prior to the show the E4Y logo appeared on all ADDY
promotional collateral, the ADDY website, and email broadcasts. Two full-‐page ads appeared in
the ADDY Winners Book.
Results: By showcasing E4 Youth at our industry’s leading event, we help promote the club’s
support for diversity and education initiatives while providing our members an easy way to get
involved by mentoring and hiring interns. During the ADDYs E4Y students recorded 15
interviews with professional guests. The students will edit these into a short video for use by the
Ad Fed and E4Y when promoting E4Y as the “go to” public service client and when encouraging
agencies to hire E4Y talent.
E4Y students have been invited to tour several ad agencies including LatinWorks, Ad
Age’s Multicultural Agency of the Year; Sanders\Wingo, Texas’s largest African-‐American-‐owned
ad agency; GSD&M, Austin’s largest agency; and McGarrah Jessee, Ad Age’s Southwest Agency
of the Year. McGarrah Jessee also hosted a “Rooftop Mixer” to introduce E4 Youth to the ad
community. (Exhibit 3.2: E4Y McJ Rooftop Mixer Invite, E4Y Tours McJ) As well, many E4 Youth
students are hired as interns at these and other agencies. They gain valuable work experience
and often receive a paycheck. (Exhibit 3.3: E4Y McJ Facebook Kudos)
Looking forward, Ad Fed VPs of Public Service, Diversity, and Ad Education have been
invited to participate in developing the larger project of making E4 Youth the signature cause of
Austin’s creative class. First steps include a formal presentation to the Ad Fed Board asking for
their support and participation. E4Y Director Settles personally invited several board members
to participate in a Creative Resume Prep Workshop on March 22nd, where they will review
student work and provide guidance on crafting resumes and the process of securing and
succeeding in entry-‐level employment. We expect these first steps to grow into a more
productive relationship as the Ad Fed provides further material and professional support during
the coming year. (Exhibit 3.4 Sanders\Wingo E4 Youth ADDY Campaign deck)
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Project 4: Continue support of Hill Country Ride for AIDS
Goals: To provide marketing resources and expertise to the nation’s second largest AIDS cycling
fundraiser, HCRA, strongly supported by Austin’s LGBT community.
Target Audience: General public, cycling community, AIDS Support community, LGBT
community, Ad Fed members
Strategy: HCRA is a cycling event that distributes funds to local AIDS service agencies providing
education and services such as health care, food, housing and counseling to some 2,500 Central
Texans living with HIV/AIDS. Since 2003, Ad Fed members helped create national award-‐winning
campaigns by securing pro-‐bono marketing support while teaching ride staff and volunteers
basic marketing principles and best practices.
Execution: When our long-‐time creative agency resigned in 2011, we helped secure a new
agency partner by writing a creative brief and developing an agency pitch strategy. We repeated
the process in 2012 and 2013, securing new creative agencies and paper and printing donations.
(Exhibit: 8.1 Letter to Agencies, 8.2 RFP) The Ad Fed Board member who has served 11 years as
the ride volunteer marketing director assembled a volunteer team to support the creative
agency, primarily in executing PR, Social Media, and experiential/guerilla strategies.
Results: In the 11 years we’ve worked with the HCRA more than $6 million has been raised.
Over 80% of funds raised go directly to AIDS agencies, thanks in large part to our members’ pro-‐
bono donations of campaign design and collateral, printing, paper, interactive, and banners and
signage. Elements of previous ride campaigns have appeared in juried publications
Communication Arts, HOW International Design Annual, and PRINT Magazine. These awards
carry significant prestige in the ad community, and help us secure pro-‐bono services and
volunteer commitment from our members. They contribute to the ride’s cause célèbre status in
the Austin ad community, where multiple member businesses have fielded their own company
teams. (Exhibits: 8.3 HCRA 2013 and 2014 collateral)
Conclusion
We are careful not to relegate diversity initiatives to the Diversity Committee alone. Diversity
informs all our practices, from board composition to the ADDYs, from programming to
advertising education, from membership benefits to public service.
E x h i b i t : 1 . 1 – A u s t i n E t h n i c i t y f o r e c a s t
E x h i b i t 2 . 1 G a m e o f L i f e A s i a n S t y l e e m a i l
E x h i b i t 5 . 1 H M S S p o n s o r s h i p D e c k
E x h i b i t 5 . 1 H M S S p o n s o r s h i p D e c k
E x h i b i t 5 . 1 H M S S p o n s o r s h i p D e c k
E x h i b i t 6 . 1 E 4 Youth Facebook page, photo onstage at Austin City Limits befire the ADDYS
E x h i b i t 7 . 1 : E 4 Yo u t h F B p h o t o s A D D Y S
E x h i b i t : 7 . 2 E 4 Y M c J R o o f t o p M i x e r I n v i t e
E x h i b i t 7 . 2 : E 4 Y T o u r s M c J
E x h i b i t : 7 . 3 E 4 Y M c J F a c e b o o k K u d o s
E x h i b i t : 8 . 1 L e t t e r t o A g e n c i e s
E x h i b i t : 8 . 2 R F P
E x h i b i t : 8 . 2 R F P
E x h i b i t : 8 . 2 R F P
E x h i b i t s : 8 . 3 H C R A 2 0 1 4 c o l l a t e r a l
