events

OC/PRSA 10th Annual Diversity Forum

DIVERSITY_10_Anniversary2-e1405743367778-300x282Last week we attended the OC/PRSA 10th Annual Diversity Forum, hosted by the OC/PRSA Diversity committee. At this luncheon, approximately 40 public relations, marketing and journalism practitioners listened to leading diversity practitioners share information about the progress made and what can be done to improve diversity in the workplace and the marketplace.

Moderator Richard Chang of the OC Register kicked off the discussion with Orange County Census statistics and shared that Orange County is a “majority minority city”.  Chang said public relations practitioners, journalists and marketers share something in common: “We are all trying to reach audiences.” He also stressed that we must be “very thoughtful on who we are trying to reach.”

Joe Keenan of MWW began his presentation by sharing the differences of traditional and current marketing strategies to the LGBT community.  Ads that would not have been created in years past are now running and reflect the New America.  Blurred lines exist in marketing to this coveted audience.

Lynn Jolliffe of Ingram Micro showcased how the company’s diversity objectives and strategies have increased diversity within the company.  Diversity is a component of the company’s corporate social responsibility and the company is attracting top talent because of it.  Lynn Jolliffe’s work at Ingram Micro provides an excellent model for other companies who are looking to increase their diversity.

Anne Dean, APR of Education Management Corporation, introduced statistics that will comprise 2020’s workforce and indicate the racial ethnic diversity in America.  Although racial ethnic diversity is on the rise, progress is limited for Hispanics and African Americans due to a lack of resources and lowered standards in education.  Dean stated that education drives diversity in professions and encouraged listeners to donate or offer resources to organizations that promote education equality.

La Voz Marketing congratulates the OC/PRSA Diversity Committee on its 10th anniversary and its success in the PRSA community.  We look forward to attending the next OC/PRSA diversity event.  For more information about OC/PRSA diversity events, visit http://www.ocprsa.org/programs-events/diversity/.

 

What are you waiting for? Develop a Connection with Hispanic Millennials.

Hispanic Millennials

Brands should invest marketing dollars in Hispanic Millennials.   A Telemundo Case Study called “Who is the New America” reveals that there are 50 million Hispanics in the United States that possess $1 trillion of disposable income in total.  They outspend Non-Hispanics in electronics, clothing, beauty products, CDs, and groceries.  Latino Millennials currently make up 46% of the Hispanic population and are members of the fastest growing demographic in the United States.

To connect with the Hispanic millennial, brands must understand how they like to communicate and their passion points. Approximately 64% of the Latino youth are Spanish dominant/bilingual and connect emotionally with Spanish or ‘Spanglish” messaging.  A Nielsen, Univision Communications and Starcom Media Vest Group study, “The Bilingual Brain”, found Spanish Ads to be more effective in driving emotional engagement and memory activation than their English counterparts.  The Hispanic millennials in the study were more engaged with a Spanglish Ad following English programming in comparison to Spanglish ads following Spanish programming.

When creating brand messaging, marketers need to look beyond simply translating an English message.  Instead, they should focus on the fact that historical context and cognitive abilities play an influential role in how Hispanics perceive an advertisement.

LVM provides insight to its clients on the Hispanic millennial ‘voz’ or voice and helps them identify brand-specific passion points that will engage this growing audience.  Through experience, we know that Hispanic millennials are receptive to brand messaging when communicated in the right way.

Our Favorite Marketing Moments of the World Cup

Facebook announced that the World Cup has generated more than one billion interactions, making it the largest event in Facebook history.  On top of this, Twitter users have sent 300 million World Cup related tweets. As World Cup fans are utilizing social media to share their favorite moments throughout the games, brands are monitoring the World Cup closely and aligning their content strategy with it.  Since the World Cup is coming to an end this Sunday (sadly), we want to share our three favorite marketing moments of the World Cup.

3. Aeroméxico’s Tweet after the Netherlands vs. Mexico game

We appreciate how Aeroméxico was positive and supportive to its national team, despite its loss to Netherlands.  This tweet roughly translates to, “Thanks for a great championship. We are proud and look forward to having you home.”  To date, this tweet has 7.5 thousand retweets and 6.5 thousand favorites.

Aeromexico tweet

 

 

 

 

 

 

 

 

 

 

2. Adidas’ @Brazuca Twitter Handle

On December 3, 2013, Brazuca, the official game ball of the FIFA World Cup introduced itself with this tweet.

Brazuca intro tweet

 

 

 

 

 

 

 

 

 

 

To date, Brazuca has 2.69 million followers and has generated 546 witty tweets in English and Portuguese.  He shares with his followers how #ballin he is.  One of his tweets boasts about scoring the most goals at the World Cup; another says that he wears Pharrell’s hat better than Pharrell himself.

Brazuca 100th goal tweet

 

 

 

 

brazuca and pharrell

 

 

 

 

 

 

 

 

 

The @brazuca Twitter handle currently has more followers than the official @Adidasfootball handle and they both utilize different campaign strategies.  The @brazuca Twitter adds personality to the games and to the Adidas brand.

1. Nike’s ‘Risk Everything, Campaign

Since Adidas is the official sponsor of the World Cup games, Nike was tasked with developing a creative campaign without mentioning the World Cup.  The 372 million views campaign, ‘Risk Everything’, combines the World Cup storyline, product placement and influencers in an effective and clever manner.  According to Nike, this campaign has proved to be the brand’s most social and mobile campaign with 22 million campaign engagements to date.  At the moment, the hashtag #riskeverything has been used 650,000 times on social media and The Last Game Facebook post is one of the most shared Facebook posts.  Nike will be releasing its mobile soccer application tomorrow and users can use its ‘Risk Everything’ microsite to buy their favorite Nike gear.

nike-world-cup-ad1

 

 

 

 

 

 

 

We wish the remaining teams the best of luck in their quest to win the World Cup.  We cannot wait to engage with you on social media this Sunday during the World Cup final.

 

Sources:

http://mashable.com/2014/06/27/world-cup-numbers/

http://mashable.com/2014/06/30/world-cup-facebook/

http://www.forbes.com/sites/markfidelman/2014/07/01/nike-is-dominating-the-world-cup-heres-why/

 

Get Ready For The 21st Annual San Diego Latino Film Festival

The 21st Annual San Diego Latino Film FestivalThe 21st annual San Diego Latino Film Festival is taking place March 13-23, at the Media Arts Center in San Diego, California. This is a highly-anticipated event, that is a true gem in the Latino community, showcasing the authentic arts and talent of influential individuals through educational, creative and production oriented programs. The Media Arts Center San Diego (MACSD), is a non-profit organization that blossomed through the expansion of the San Diego Film Festival (SDLFF), and partners with them to deliver the annual event. Throughout the ten-day festival, the organization offers diverse, statewide programs and services to residents and visitors, as well as independent and amateur filmmakers. With a mission to challenge the historical exclusion of under-represented communities from the media arts field, and distorted images of a Hispanic communities by mainstream media; the organization takes pride in this influential affair.

The annual film festival works to introduce its audiences to contemporary US-Latino and Latin American cinema, which is otherwise unexposed to the public. It spotlights women filmmakers, a youth media showcase, Gay and Lesbian films and filmmakers among others that are often disregarded. Educational, creative and production oriented programs reach undeserved youth, and residents, while providing MACSD with opportunities for community-based collaborations and the ability to carry out their mission. The event will feature workshops, VIP parties and special guests throughout.

The event is easy to attend, as the Amtrak of California is offering special routes to and from the event destination. Click here for further transportation details.

To learn more about the The 21st annual San Diego Latino Film Festival, visit their website at fest.sdlatinofilm.com.
For more ways to get involved with The Media Arts Center in San Diego, go to their website: mediaartscenter.org.

LVM Attends The Elite OC February Schmoozer

Last month we had a great time at The Elite OC February Schmoozer, benefiting Taller San Jose and Youth Employment Services. Last month the largest young professional group in Orange County gathered at Canaletto restaurant in Newport Beach, for a night of networking and giving back to local charities in the community. Youth Employment Services (YES) is a non-profit organization that connects youth and employers in Orange County, and helps young people learn and develop the necessary skills to find employment. Taller San Jose is another local non-profit organization developed to nurture and provide support to students as they continue to adulthood, helping them acquire the tools to lead a successful journey. By providing extensive services in the form of job training, essential life skills and one-on-one mentoring, Taller San Jose works to aid troubled teens and young adults by helping them overcome whatever obstacles they are facing.

The event brought over 150 young professionals together to give back to local charity efforts and connect with others in the area. 240 pieces of gently used professional clothing and accessories were collected from the attendees in donation to YES and Taller San Jose.

We had a wonderful time at the event and were inspired by the number of new faces and attendees. We look forward to the next Elite OC Schmoozer, which will be held on March 20th. To learn more about this event and the Elite OC visit their website at www.theeliteoc.com.

EliteOC-LogoYES

TallerSanJose

Fashion, Technology & Friends at AGENDA Long Beach

Having recently attended the AGENDA show, a two-day youth-culture forum held at the Long Beach Convention Center, we experienced the latest in fashion and technology products coming available in 2014.  Representing every facet of California lifestyle, AGENDA brought together over 600 brands within fashion, action sports, streetwear, sneakers, accessories, hardgoods and more.  Notably, this year’s show revealed a strong participation from technology product and accessory companies such as GoPro, OlloClip and Mophie.

Agenda Long BeachWe were thrilled to see what these brands, among others, have in store for 2014 and enjoyed visiting with our friends at The Ampal Creative, TAVIK, Vestal, Mophie, Wonderland, Olukai and Beach Riot.

The Agenda team (via Agenda.com) recently interviewed the founders of The Ampal Creative, Andrew Potash and Daniel Schechter, who provided advice, insights and background on how they got started.  Check it out:

How did you get started in the industry?
It started with supportive and creative parents and a family that always told me to do what I love. I graduated from USC in 05 with a degree in Business and Cinema. I was looking at a buyer program at a large high end department store and positions in a couple of big talent agencies’ training programs. Although, both were associated with creative outlets, both seemed pretty soul-less. I trusted my gut and walked away from the offers. I went on a couple of surf trips and spent the summer surfing and being a beach bum again with all the boys n girls down in SD. I literally washed away any desire for the corporate route and reconnected with my roots and loves.

A big head with a limited hat market, a desire to not go the T-shirt/hoodie/printed route, and a small, personal line of credit lead to the first http://www.theampalcreative.com hats. They weren’t embroidered basics, they were cut-n-sew from fabrics I picked. We basically spent the next couple of years overcoming all sorts of production nightmares as we grew and am really proud to be where we’re at now.

What brands were you inspired by growing up? Name 3-ish.
Stussy – I remember being at La Jolla Elementary School and walking down the street to California Surf n Sport on my birthdays and picking out Stussy shirts. I did a third grade report on a Stussy 8 Ball snapback I wish I still had – I had no idea what an 8 Ball was.

Bald – The coolest brand by the coolest dudes from the coolest shop when I was a grom. Pablo and Ricky from Mitch’s (OG surf/skate shop, one of the first surf/skate “boutique” way before such an idea existed). They started this rad clothing/skate line, with a flip of the dunlop logo with a B. I doodled it countless countless times. Without knowing it, this was my first exposure to streetwear.

Polo – I grew up in La Jolla. My parents never bought me Polo, but I knew there was something about it and aspired toward the little embroidered horseman my friends had on their gear.

Continue Reading →

Independence Day on the Back Bay

Independence Day

Looking for something to do on Independence Day and over the holiday weekend?  One of Southern California’s most explosive 4th of July celebrations is set to take place in Newport Beach as Newport Dunes Waterfront Resort hosts ‘Independence Day on the Back Bay‘.  Among the festivities included in this 3-day celebration are a chili cook-off, a food eating contest, a live performance by the legendary folk rock group America, and one of Southern California’s most dynamic fireworks displays.

As a convenience for our readers, we’ve provided a schedule of the events that will be taking place over the next few days at the Newport Dunes Waterfront Resort.  You can also visit eventbrite.com for ticket information.

Thursday, July 4th

All Day Carnival games, crafts, face painting, temporary tattoo tent, balloon sculptor, snow cone vendor, BBQ, access to Moe B’s Watersports (aquatic park featuring enormous floating obstacle course, 15-foot slide and high-dive), Kid’s Corral (bounce house and other attractions for young children).

11:30am – 4:30pm Chili Cook-Off with judging from 1:00pm – 3:30pm; winners will be announced at 4:30pm.

12:00pm – 4:00pm Ruby’s will sponsor the All-American Food Eating Contest where 25 hungry contestants will dig into massive chili cheeseburgers, Texas portioned sides, corn-on-the-cob, watermelon and banana splits and vie for prizes.

1:30pm Kid’s Sundae Eating Contest in 3 age groups (6-9, 10-12, 13-15).

4:00pm – 7:30pm Live music by popular local bands including Black Star and Carlos the Experience.

7:30pm – 9:00pm America performs. With hits like “Horse With No Name,” “Tin Man,” “Ventura Highway” and “Sister Golden Hair Surprise,” the Grammy-winning band helped shape the music of the ‘70s and ‘80s.

9:00pm Fireworks Spectacular

Friday, July 5th

All Day Moe B’s Aquatic Park opens & rentals of all water crafts including paddleboards, kayaks, peddleboats, sailboats, etc. are available. To reserve in advance call 949-999-3180.

6:00pm – 9:00pm   Locale Magazine and OC Fiat are hosting ‘The Locale Red, White and Luau’ party  with Hawiian music, fire dancers, free food, free libation tastings and more at Newport Dunes! Proceeds to benefit the OM Foundation – tickets available here.

Saturday, July 6th

All Day The carnival comes to town complete with Ferris wheel, zip line, hydro climbing wall, giant slide and “larger than life” attractions like the Orbitron and Roco Plane.

12:00pm – 4:30pm Food Truck Wars will see Chomp Chomp Nation, Wahoo’s, Bare Flag, Garlic Mike’s, Barcelona, Lime Truck and others duke it out.  The public will cast their votes for their favorite and a $1,000 prize will be awarded for 1st prize truck.

4:00pm – 9:30pm So Cal’s hottest DJ, Richard Blake, and local bands will take turns heating up the night.  Including DSB “Don’t Stop Believing” tribute to Journey.

For more information and to purchase tickets visit www.eventbrite.com.  Happy 4th of July!

Summer Solstice Marks the Start of Summer

sun_lgToday we celebrate Summer Solstice, officially the first day of summer.  Starting at approximately 1:04am EDT on June 21st, the Northern Hemisphere of Earth has its greatest tilt toward the sun, making it the longest day of the year.

To get an idea of what happens (astronomically) on this special day, we looked to Wikipedia for a brief explanation.  We found that June 20-21 is one of two solstices: June 21 is called the summer solstice in the Northern Hemisphere and the winter solstice in the Southern Hemisphere.  Around December 21, the solstices are reversed and winter begins in the Northern Hemisphere.  During the solstice, the rays of the sun directly strike one of the two tropical latitude lines and the sun reaches its highest position in the sky.  When summer occurs in a hemisphere, it is due to that hemisphere receiving more direct rays of the sun than the opposite hemisphere where it is winter.  In winter, the sun’s energy hits the earth at oblique angles and is thus less concentrated.  For several months of the year, one half of the earth receives more direct rays of the sun than the other half, hence creating the four seasons we are fortunate enough to experience.

Worldwide interpretation of the event varies among cultures, but most recognize it with festivals, holidays, and rituals during this time.  To join in on this celebration, we found a few Summer Solstice events in the Southern California area:

Runners Unite on Fifth Annual ‘National Running Day’

This week marked the fifth annual National Running Day, which was created to shine a light on the many ways in which running improves lives and society.  In its brief history, National Running Day has become a mostly informal celebration, as running has become increasingly popular.  According to the Sporting Goods Manufacturers Association, more than 50 million Americans lace up their sneakers and run each year, with a little over half of which who run 50 days or more throughout the year.

I Run logoCreated in 2009, National Running Day is held the first Wednesday in June and is organized by the New York Road Runners, Boston Athletic Association, Running USA, and USA Track & Field.  Geared specifically towards this day, organized group runs are held in more than 130 cities.  This year the organizers of National Running Day are encouraging runners to donate to the One Fund Boston, which was created to help the victims of the bombings at the Boston Marathon on April 15.

“It is a coast-to-coast celebration of a sport and activity that’s simple, inexpensive, and fun,” reads the description on the National Running Day site. “It’s the perfect way for longtime runners to reaffirm their love of running and for beginners to kick off a lifetime and life-changing commitment.”

At LVM, running is an important part of our office culture.  With a handful of marathons under our belts, spreading from Orange County to Malibu and Catalina, we’ve put in quite a few miles and know what it takes to be considered an ‘avid runner’.

Continue Reading →

Page 1 of 3123