Web Manager University - Spring 2008
Class Title: Managing a Multilingual Website
| Class Format: | Webinar | about our webinars |
| Instructor: | Lee Vann and Felipe Korzenny, Ph.D., Captura Group | |
| Date: | June 11, 2008 (Wednesday) | |
| Time: | 1:00 pm – 3:00 pm (EST) | |
| Place: | Online Webinar* |
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| Fee: | $50 for federal, state, or local U.S. government employees; $75 for non-government participants. |
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*If you're at an agency that has multiple people who want to participate, we encourage you to register one person (a government employee) and view the webinar together in a conference-type setting or at a shared workstation.
Webinar Description
This session will provide strategies for building a business case for multilingual websites and for effectively building, maintaining and marketing foreign language sites. Using the exploding U.S. Hispanic online market as an example, the 2-hour session will cover innovative strategies, best practices and marketing tactics for addressing multilingual markets online.
What You'll Learn
- Build a business case for developing a multilingual website
- Develop a strategy for your multilanguage site (especially when there are limited resources and support)
- Choose the right language mix and achieve cultural relevance
- Ensure seamless integration with your existing site
- Manage technical considerations for efficient website maintenance
- Learn about technologies that can make the management of multilingual sites efficient
- Execute out of the box outreach tactics and leverage search engines to reach constituents with Limited English Proficiency
Who Should Attend
- Multilingual website managers
- Website managers
- Online content managers
Webinar Format
This is an online webinar. Participants will have an opportunity to ask questions and share examples at the end of the presentation.
Lee Vann was recognized in 2005 by the Interactive Advertising Bureau (IAB) as a pioneer and a leading force in the Hispanic online marketing industry, Lee's career highlights include launching the Hispanic division of a publicly-traded Internet advertising company and most recently founding Captura Group, a leading interactive services firm specializing in Hispanic online solutions and web services.
In 1999, Lee founded Captura Group with a vision for providing interactive solutions that generate a quantifiable return on investment. Lee spearheads Captura Group's online strategy development practice, providing specific expertise in the areas of Hispanic in-language and in-culture research and strategy. With Lee's strategic vision and unwavering passion, he leads Captura Group's research, strategy, and marketing teams to concept, plan, and execute integrated online marketing programs that address the client's critical business issues while delivering a valuable user experience and generating quantifiable results. At Captura Group, Lee has led Hispanic interactive initiatives for companies such as Ford Motor Company, Philip Morris USA, Pfizer, Wells Fargo Home Mortgage, Sears, Roebuck and Company, Fox Home Entertainment, Red Lobster, and Xoom.com.
Prior to founding Captura Group, Lee launched L90 Latino, the Hispanic division of the publicly-traded Internet advertising company L90. As the Vice President of L90 Latino, Lee developed and implemented U.S. Hispanic online marketing initiatives for companies such as Nike, McDonalds, Disney, AT&T Wireless, Verizon, Epson, and Mitsubishi. Prior to L90, Lee lived in Madrid, Spain, and was the Country Manager for Quidel Corporation, a U.S.-based medical diagnostics company.
Lee holds a B.A. in Economics from the University of California at Berkeley and a M.B.A. from the University of Southern California with a concentration E-Commerce. Lee is bicultural and bilingual and was born in Mexico City and speaks both English and Spanish fluently.
Felipe Korzenny, Ph.D., is a world renowned expert in the field of Hispanic market research and Hispanic marketing. In 1984, Dr. Korzenny founded Hispanic & Asian Marketing Communication Research to help Fortune 1000 companies open doors to culturally diverse markets. H&AMCR was one of the first companies in the United States to explore multicultural market research. In 1999, H&AMCR merged with Cheskin to serve clients with integrated research and consulting services.
In the Fall of 2003, Dr. Korzenny founded the Center Hispanic Marketing Communication at Florida State University where he teaches, consults, conducts research, and speaks publicly on on Hispanic marketing for organizations and companies. The center offers Hispanic Marketing Communication courses at the graduate and undergraduate levels and also offers an undergraduate minor and a graduate certificate program in Hispanic Marketing Communication.
Most recently, Dr. Korzenny joined Captura Group as a partner and leader of the research and strategy team. He brings over 30 years of experience working with the Hispanic community and his passion for digital innovation to Captura Group’s clients looking to connect with online Hispanics.
Dr. Korzenny holds an M.A. and Ph.D. from Michigan State University with a major in Mass Communications Research with areas of concentration of Communication of Innovations Across Cultures and Effects of Mass Communication. He also holds a B.A. from Universidad Iberoamericana in Mexico City. He has published six books and almost a hundred research publications dealing with communication and culture. His latest book, written with Betty Ann Korzenny, is entitled Hispanic Marketing: A Cultural Perspective, and was selected as a top six finalist for the Berry Book Prize of the American Marketing Association for best 2006 book in marketing.
Return to the Spring 2008 Schedule of Classes
Page Updated or Reviewed: June 5, 2008
