Florida State University (FSU) Center for Hispanic Marketing Communication (HMC)’s Associate Director, Dr. Sindy Chapa, and graduate communication students will present on a panel at the New Mainstream Business Summit on Thursday, March 13, from 4:15-5:30 p.m. They are scheduled to present an insight panel session based on original research that includes a study on “Creating Emotional Reactions in Hispanic Consumers” and three other projects conducted at The Center. The results of these various studies will provide recommendations that can be incorporated into business and marketing strategies. FSU student presenters who are also attending the three-day Summit include Katherine Cook, Karen Garza, and Art Schwartz Restrepo.
Hosted by Geoscape’s Savvy University, this 10th annual 2014 Summit will take place on March 11 through 13 at the Conrad Hotel in Miami, Fla. Center for HMC advisory board member who is the founder and chief executive officer of Geoscape International, Inc., César Melgoza, is also the creator of this Summit, an annual gathering of multicultural business leaders.
The Summit will offer workshops, discuss impactful case studies and feature well-known speakers. Melgoza says, “It is a great opportunity to learn more about Geoscape’s technological platform and network with multicultural marketing leaders from across multiple industries.” The business intelligence company behind this event, Geoscape, produces data, analytics and research focused on fast-growing consumer segments in North America and Europe. For more information about the Summit, please visit Geoscape’s website.
While Chapa and key Center students are in Miami for the Summit, they will also hold their bi-annual meeting with the Advisory Board on the morning of Friday, March 14. It will be hosted at the Zubi Advertising Services agency of board member and Chief Operating Officer, Joe Zubizarreta. They will discuss the Center for HMC’s progress and plans for development of professionals to better-serve the rapidly growing U.S. Hispanic and multicultural markets.
Melgoza remarked in a previous blog post after joining and attending his first Advisory Board meeting in January 2011 that “No other university has had the benefit of uniting such a wealth of human resources with the goal of advancing the art, science and business of understanding and capitalizing on the burgeoning growth of Latinos.” Melgoza is an innovator and thought-leader on business strategy, cultural insights and the development of marketing systems and analytics. Having previously worked at two Silicon Valley firms — Apple and Strategic Mapping — he started Geoscape to improve insights and analytics in an increasingly diverse American and international marketplace. Substantial growth at Geoscape led to an investment partnership with Goldman Sachs in 2007 who along with Melgoza currently owns the company.
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The Center for Hispanic Marketing Communication at the FSU College of Communication & Information is the first of its kind in the United States devoted to educating students and professionals in the field of Hispanic marketing and advertising. The Center focuses on educating students and training communications professionals to better serve the U.S. Hispanic and multicultural markets. Faculty and students working with the Center are conducting groundbreaking research and serving as an innovative resource for the marketing industry.
To learn more, please visit the Center’s website, follow on Twitter.
Read about about how the Center for Hispanic Marketing Communication hosted the last annual advisory board in Tallahassee on Oct. 10-11, 2013 at:
news.cci.fsu.edu/cci-events/center-for-hmc-hosts-advisory-board-events
