Creating a Successful Hispanic Market Program

9 a.m. - 1 p.m.
Wednesday, April 16, 2008
Freedom Forum Conference Center, Carroll Hall
UNC-Chapel Hill

Bob Lauterborn, Knight Professor of Advertising, UNC-Chapel Hill School of Journalism and Mass Communication, and Eva May, President of Español Marketing & Communications, Inc., will discuss how manufacturers, retailers, and service providers can create and implement successful Hispanic marketing programs.

Marketing managers, public-relations and communications specialists, strategic planners, small business owners and non-profit administrators will benefit from this course.

WHAT THE COURSE WILL COVER

Analyzing the business potential for a Hispanic market program

Understanding your target consumer

Engaging your target consumer

Integrating a Hispanic market program with your other marketing and communications efforts

Case studies of successful companies

KEY AREAS OF FOCUS

Demographic profile of Hispanics in the United States and in North Carolina

Hispanic consumer psychographic insights

Preparing a marketing plan

Making sure you’re ready to implement your marketing plan

Accountability and measurement

REGISTRATION

Fee: Before March 31: $99; On or after April 1: $119
Reserved parking is available for $12. Registration and payments are due by April 11. No refunds will be given after that time.
Online registration available at http://www.jomc.unc.edu/cgi-bin/RegEE1.pl.

PROGRAM

The program will run from 9 a.m. to noon, with a lunch-time roundtable discussion session from noon to 1 p.m. Registration begins at 8:30 a.m. A boxed lunch is included.

Eva A. May

Eva A. May is founder and president of Español Marketing & Communications, Inc., a Hispanic marketing consultancy based in Cary, N.C. May has more than 25 years of Hispanic marketing and advertising experience, having worked with key clients such as Countrywide Home Loans, Procter & Gamble, Kraft General Foods, Corona beer, Quaker, Coca-Cola Foods, and Pillsbury. May was named a Woman in Business in the Triangle in 2005 by Triangle Business Journal. In 2006, she received the AAF Silver Medal Award from the Advertising Club of the Triangle in recognition of her outstanding contributions to advertising. May has a B.A. in English from UNC-Chapel Hill and an M.B.A. in Marketing and Finance from Columbia University.

Professor Robert Lauterborn

After a 30-year career in business, Bob Lauterborn was chosen as the first James L. Knight Professor of Advertising in the UNC-Chapel Hill School of Journalism and Mass Communication. Prior to joining academia, Lauterborn was Director of Marketing Communication and Corporate Advertising for International Paper worldwide. He also spent 16 years with General Electric in marketing and marketing-communications management positions. He is a co-author of the bestselling book Integrated Marketing Communications: Pulling It Together and Making It Work. In 1999, Business Marketing Association International inducted him into the Business Marketing Hall of Fame.