Hispanicize 2012

SESSION HASHTAGS:  #Hispz12  #MCDCSR

SPEAKERS:

Cristina Alfaro, Manager, US Communications, McDonald’s
Jennifer Gonzalez-Stansfield, Vice President, VPE Public Relations

SESSION OVERVIEW:
This session will present a case-study on McDonald’s award-winning Hispanic Education Initiative that has been recognized by the Hispanic Public Relations Association (HPRA), the Public Relations Society of America (PRSA), PR Week and others as a model of corporate social responsibility.  Established in 1985, the initiative has positioned McDonald’s as a corporate leader in Hispanic education and has helped solidify relationships with Hispanic consumers.

The session will explore the steps McDonald’s has taken to keep the program fresh and vital after 27 years by utilizing public relations, marketing and social media strategies and partnering with Hispanic non-profit organizations.

In this session you will learn:

- How the McDonald’s education initiative has grown from a small local scholarship program to a comprehensive national initiative
- How McDonald’s has successfully worked with Hispanic non-profit organizations
- How the program is integrated into all the company’s Hispanic outreach programs
- How the initiative marshalls the resources of the company’s Communications, Marketing and Charitable departments towards a common goal
- How McDonald’s measures success for the program